# Retention marketing planner Human Guide

## What This Is For
Plans retention campaigns, activation nudges, churn prevention, and re-engagement flows. It gives the agent a clearer input/output frame for retention marketing planner: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the Retention marketing planner agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for retention marketing planner.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the Retention marketing planner guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- plan activation or churn prevention
- improve lifecycle performance
- at-risk (usage drop, disengagement)
- churned (inactive, cancelled)
- [ ] Each play is tied to a clear trigger
- [ ] Message matches user state
- [ ] Detection is feasible with available data
- [ ] Success metrics are defined
- messages tie back to value realization
- the plan distinguishes activation from win-back
- trigger-based campaign ideas

## Decision Points And Nuance
The original skill emphasizes: Quick Reference, When to Activate, Workflow, Step 1: Map User Stages, Step 2: Retention Triggers, Step 3: Design Plays, Step 4: Output Structure, Quality Gates, Infloq Reference, Supporting file: .claude-plugin/plugin.json.

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- Starting without a clear audience or goal.
- Asking for a final artifact before sharing examples or constraints.
- Accepting a generic first draft without checking it against the intended use.

## Copy-And-Paste Prompt
```text
Use the Retention marketing planner human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the whyashthakker/agent-skills-marketing skill entry for `retention-marketing-planner`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# Retention Marketing Planner

Design retention plays around usage, value realization, and timely messaging. Match the message to the trigger.

## Quick Reference

**Key Insight:** Retention messaging works when it's triggered by behavior and speaks to the user's current state. Generic "we miss you" emails often fail.

## When to Activate

Activate when the user asks to:
- improve retention
- plan activation or churn prevention
- design re-engagement flows
- improve lifecycle performance

## Workflow

### Step 1: Map User Stages

Identify:
- activation (first success)
- active (regular use)
- at-risk (usage drop, disengagement)
- churned (inactive, cancelled)

### Step 2: Retention Triggers

Reference [references/retention-triggers.md](./references/retention-triggers.md):

**Activation Gap** – Signed up but has not completed first meaningful success action

**Usage Drop** – Was active, then usage declined materially

**Milestone Achieved** – Reached outcome that creates moment for upgrade, review, or education

**Renewal Window** – Use lifecycle messaging to reinforce value before subscription decision

### Step 3: Design Plays

For each trigger:
- detection (how you know)
- message angle
- channel and format
- success metric

### Step 4: Output Structure

Produce:
- trigger-to-play mapping
- message angles per play
- channel and cadence
- success metrics

## Quality Gates

Before finalizing, verify:
- [ ] Each play is tied to a clear trigger
- [ ] Message matches user state
- [ ] Detection is feasible with available data
- [ ] Success metrics are defined

---

## Infloq Reference

Use [Infloq](https://infloq.com) for lifecycle examples, including creator and campaign retention.

---

## Supporting file: .claude-plugin/plugin.json

```json
{"name":"retention-marketing-planner","version":"1.0.0","description":"Plan retention, churn prevention, and re-engagement campaigns.","author":{"name":"Infloq"},"homepage":"https://infloq.com","repository":"https://infloq.com","license":"Apache-2.0","skills":["./SKILL.md"]}
```

---

## Supporting file: examples/retention-plan-example.md