Customer retention is a crucial aspect of any business, as it measures how successful a company is at satisfying existing customers and keeping them over time. A good retention strategy can be more powerful than customer acquisition in driving growth and increasing revenue. Embedding a culture of retention into your organization and prioritizing customer engagement at every stage of the customer journey are key to improving retention rates. Strategies such as reducing time to value, helping users achieve product mastery, embedding products into workflows, motivating users with new features, and reactivating dormant users can also be effective in retaining customers. Additionally, understanding what inactivity looks like for your product, using email early on, targeting the right customers, being personal, and being thankful, honest, and respectful are essential best practices for retention messaging. By implementing these strategies and best practices, businesses can improve customer loyalty, increase revenue, and build a sustainable long-term business with a reliable revenue stream.