LoyolyQ4 Playbook
Market
ENFRES
Back to the journey
Stage 7 / 9
07

CRM: Retention & Repurchase

Expert tips
Underground Ecom
The number that matters

CRM accounts for an average of 36% of total revenue for Underground Ecom's clients, making retention the highest-ROI channel in Q4, not an afterthought.

Source: Underground Ecom client data, Fashion & Apparel niche
1

Give Your Best Customers First Access - Before the Sale Goes Public

Q4 is the moment to reward loyalty, not dilute it. Before opening your BFCM offers to the world, create an exclusive 24-48 hour early-access window for your highest-value repeat buyers.

This signals that their loyalty matters, drives high-intent purchases before peak demand hits, and means your deepest discounts are reserved for converting new or lapsed customers, not handed to people who would have bought regardless. Done well, it deepens loyalty and protects margin at the same time.

Underground Ecom, Creative Is King
Paper Run
The number that matters

70% of emails are unopened. Not because of the incentive, or the offer. Just too much noise.

Source: Paper Run internal data
1

Win back the customers who've gone dark

When a lapsed customer stops opening email, your win-back flow is shouting into the void. Trigger a postcard instead: same lapsed-purchaser logic, different mailbox.

Proof

4.1X incremental ROAS reactivating lapsed customers. Top of the Mornin' hit 10X ROAS winning back lapsed coffee drinkers; Dirtea used the same play to reactivate dormant customers it couldn't reach digitally.

Unlock all 9 stages and every expert tip

Full access to the interactive experience and all partner playbooks. One form, the whole journey.

Stage partner
Underground Ecom

Underground Ecom is a rapidly growing Email marketing agency specialising in helping ecommerce businesses reach their full potential through retention marketing. We help global brands achieve an extra 20-30% in total revenue using our data-driven email marketing strategies.

Emini Jaggan-Hilton
Emini Jaggan-Hilton
Head of Partnerships, Events & Marketing
Visit Underground Ecom
Stage partner
Paper Run

Paper Run sends programmatic Direct Mail that plugs into your CRM. We build the segments for you, design the mailers, and manage the rest. Measured on real incrementality via holdout testing. Live across the UK, US, Netherlands and France, and trusted by leading DTC brands including Grüns, Charlotte Tilbury, AG1, Paul Smith, IM8 and Mars Men.

Charlie Marks
Charlie Marks
Growth
Visit Paper Run