StretchLearn Course

Stop leaking the customers you already paid to win

A hands-on lifecycle marketing course on measuring churn, segmenting with RFM, and building onboarding, win-back and loyalty programs that grow LTV.

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Beginner9 hrSelf PacedRegistered

Course Overview

What this course is designed to develop

Acquiring a new customer costs five to twenty-five times more than retaining an existing one, yet most teams spend almost everything on acquisition. This course teaches the lifecycle marketing discipline end to end: how to measure churn and LTV correctly, segment with RFM, and design onboarding, engagement, win-back and loyalty flows in tools like Klaviyo, Braze, Customer.io and HubSpot. Every module uses real frameworks, named tools and worked examples so you can ship a working retention program, not just understand the theory.

Learning Outcomes

What the learner should be able to understand, build, or execute.

Calculate churn rate, retention rate, and customer lifetime value using transparent, defensible formulas

Build cohort retention curves and read where in the lifecycle customers actually leave

Segment a customer base with RFM scoring and map each segment to a lifecycle stage

Design onboarding, engagement, win-back, and loyalty flows that trigger on real behavior

Configure triggered lifecycle automations in an ESP or CRM such as Klaviyo, Braze, or HubSpot

Run retention experiments and report impact in revenue and LTV rather than open rates

Curriculum Preview

Inside the curriculum: a structured path from fundamentals to execution.

Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.

Module 1

Module 1: Measuring Retention Like a Professional

Before you can improve retention you have to measure it without fooling yourself. This module covers churn, retention, LTV, and cohort analysis with real formulas and worked numbers.

3 lessons

Why Retention Beats Acquisition on the MathContent · 45 min

Preview Enabled

Churn, Retention, and Lifetime Value FormulasContent · 45 min

LMS Access

Cohort Analysis: Reading the Retention CurveContent · 45 min

LMS Access

Module 2

Module 2: Mapping the Lifecycle and Segmenting Customers

Turn a flat customer list into a living map of lifecycle stages and behavioral segments using RFM and event tracking.

3 lessons

The Customer Lifecycle StagesContent · 45 min

LMS Access

RFM Segmentation in PracticeContent · 45 min

LMS Access

Behavioral Data and Event TrackingContent · 45 min

LMS Access

Module 3

Module 3: Building the Core Lifecycle Flows

Design and write the four flows that carry most of the retention value: onboarding, engagement cadence, win-back, and post-purchase.

3 lessons

Onboarding and Welcome FlowsContent · 45 min

LMS Access

Engagement Cadences and Post-Purchase FlowsContent · 45 min

LMS Access

Win-Back and Churn-Prevention FlowsContent · 45 min

LMS Access

Module 4

Module 4: Loyalty, Tools, and Measuring Impact

Add a loyalty layer, choose and configure the right tooling, and prove your program's impact in revenue and LTV.

3 lessons

Loyalty and Retention ProgramsContent · 45 min

LMS Access

Choosing and Configuring Your ToolingContent · 45 min

LMS Access

Measuring Impact and IteratingContent · 45 min

LMS Access

Built for Application

A complete learning path, not a one-off inspiration hit.

This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.

customer retentionlifecycle marketingchurn reductioncustomer lifetime valueRFM segmentationwin-back campaignsloyalty programsemail automation