The Retention Diagnostic Framework
The exact structure we use to size where revenue is leaking, across cancellation, passive churn, second-order drop-off and dormancy, then decide what to fix first.
eternly
Ghosting prevention specialists
Launching a brand has never been easier, which is one reason why acquiring a customer keeps getting more expensive and why every playbook looks the same. Most customers never come back. We want to prevent that kind of ghosting with a retention strategy, lifecycle program and custom solutions that competitors cannot copy.
21%
Save rate, from 8%
4x
Referral volume
10x
Winback revenue
+25%
Revenue retention
Brands we work with
Brands we work with: Scandinavian Biolabs, EE, Furlife, Spartan, Spring, Texas Instruments, YouSee.
What we do
Four things, done properly.
Most brands need two of these. The intro call is where we work out which two, and in what order.
We size every revenue leak, then sequence the fixes by what the data says moves first. A roadmap tied to numbers, not best practices.
- →Churn and retention diagnostic, sized by leak
- →Prioritised 90-day roadmap with expected impact
- →Lifecycle and offer architecture for your model
Flows triggered by behaviour, not the calendar. We start from the sequences that already work rather than a blank canvas.
- →Onboarding, replenishment, save, winback and dunning flows
- →Segmentation on behaviour and RFM, not list tenure
- →Built in Klaviyo, Attentive or your existing stack
Most retention ceilings are structural. If the portal makes cancelling easier than pausing, we rebuild the surface, not the messaging around it.
- →Custom portals that save rather than shed
- →Widgets: swap, pause, skip, upsell, add-on, gifting
- →Loyalty and referral built around margin, not points
Cohorts, CLV, save rate and churn reasons defined the way your business actually works. Change the model and the definitions change with it.
- →Unified subscription and ecommerce data model
- →Cohort, CLV, save rate and net revenue retention dashboards
- →Cancellation reason and winback attribution
Who we are
Mostly one guy with a suspiciously big interest in why people leave.
Eternly is led by Nick Dupont Anchersen: 15 years across marketing, commercial management and retention, plus degrees in marketing and business psychology. Very useful here. Less useful at parties.
After enough brands, a pattern got hard to ignore. There is a system under all of this, and fitted properly to how a business actually makes money, it tends to work. Lifted straight off someone else's blog post, it tends not to.
Every engagement is run directly, with development and design specialists brought in wherever they are better at it than I am. Which is often.
Nick Dupont Anchersen
Top Ghost Buster
- 15 years in marketing, commercial and retention
- Degrees in marketing and business psychology
- Specialist development and design partners
Selected results
What moved, and by how much.
Five results from client engagements. Every one of them started as a number somebody was unhappy about.
Custom Development
Custom built subscription widget and new offer hierarchy.
CRM: Email & SMS
Revamped lifecycle communications to make staying the obvious choice.
Retention Strategy
Video content and offers based on customer insights.
Analytics and CRM
Built subscription-based RFM model and tested timing to find optimal time to get ex-customers to reactivate.
Custom Development
Culmination of several efforts on acquisition side including buy-box, PDP, quiz.
What we believe
Things we are reasonably sure about.
01
Someone has already run the test. It may as well have been us.
On paper we are not the cheap option. By the end of the year we usually are, because you skip the twelve months of finding out what does not work and start from the flows and offers that already do.
02
Retention is a system. Tactics are what is left when there isn't one.
It runs on behavioural science and unit economics, and it has to be fitted to your business model and your customers. The engine is already built. Moving the seat to you is the part that takes a conversation.
03
We will talk you out of things.
Fun ideas are easy to love and expensive to ship. We build the ones the numbers already support and say which is which before anyone starts, including the times the honest answer is that you do not need us yet.
Materials
The frameworks we work from.
The same models we use inside engagements, written up. Run them yourself. If they work, you did not need us. That is genuinely fine.
Get them as they land
You're in. First one lands shortly.
Cancellation Flow Teardown
How the save flows that move save rate from 8% to 21% are structured: reason capture, offer laddering, and what to never put in front of a churning customer.
soRFM: Scoring Lapsed Subscribers
The subscription-order RFM model behind a 10x winback result, including segment definitions and how to test send timing against reorder windows.
Subscription Trend Report 2026
Benchmarks on save rate, churn, CLV and reactivation across subscription and replenishment brands, with what moved year over year.
How we start
A free intro call.
Thirty minutes, no deck. You bring your retention numbers, we tell you what we see in them.
01
Where the revenue leaks
We go through your numbers live: churn shape, save rate, second-order conversion, dormant base. Then we name the biggest leak.
02
What we would do first
Specific, in order, with the reasoning. Whether that is a flow rebuild, a portal, or nothing at all this quarter.
03
Whether we are a fit
If an in-house hire or a tool would serve you better, we will say so. Scope and pricing only follow if there is something worth building.
Start here
Bring us your churn number.
Book a free intro call
We will tell you what is behind it, and what we would do about it first. hello@anchersenco.com