Creating a customer retention strategy is crucial for software companies, as the cost of keeping customers often exceeds the cost of acquiring them. To tackle this challenge, companies can take basic measures such as lifecycle messaging, which involves contacting users with messages that provide value based on their experience of using the software. This approach can be broken down into three stages: early retention, where new users need to be onboarded into important actions; mid-term retention, where existing users need to be engaged to build habits that stick; and long-term retention, where seasoned users become loyal customers through constant realization of value. Effective messaging in each stage is critical, with triggers such as notifications, reminders, and emails working well to encourage habits and create a sense of belonging among users. By focusing on user intentions and goals, companies can create retention messaging that resonates with their audience and drives long-term loyalty.