Customer retention & win-back · Texas
Customer retention & win-back for Texas Shopify and DTC brands.
Churn prediction from your order data, reactivation programmes that do not race to the bottom on discounts, and a loyalty programme designed around the behaviour you want — not the points you can afford.
Texas specifics
How Texas changes customer retention & win-back.
What we set up differently for a brand whose customers are in Texas.
- CT
Send windows
Texas spans 2 time zones
Central (most of the state) and Mountain (El Paso and Hudspeth counties, west of the east line of Hudspeth County). We schedule sends and SMS quiet hours on the subscriber's own zone, taken from their Shopify address, so a 10am send never lands at 9am or 11am for part of the list.
- SMS
Texting rules
Texas SB 140 (telephone solicitation, Chapter 302) Tex. Bus. & Com. Code chs. 302, 304, 305
- Covers texts
- Yes, since 1 September 2025. Marketing texts became telephone solicitations under Chapter 302.
- Consent
- Texts sent with the consumer's prior agreement are outside Chapter 302 registration, per the State's November 2025 stipulated court order and Secretary of State guidance. Federal TCPA consent still applies.
- Quiet hours
- 9am to 9pm Monday to Saturday and noon to 9pm Sunday for unsolicited calls (§ 301.051); we use it as the default window for texts too.
- Frequency
- No frequency cap.
- Registration
- $200 registration and a $10,000 bond for sellers texting without consent, unless exempt (for example, existing customers of a business trading under the same name for 2+ years).
- Private right of action
- Deceptive Trade Practices Act remedies, and a state claim for TCPA violations of $500, or $1,500 if knowing (§ 305.053).
What we configure: A documented opt-in keeps a Texas SMS programme out of registration and the bond; texts go out 9am to 9pm, and from noon on Sundays.
Source: Bus. & Com. Code ch. 302 (Texas Legislature) · SB 140 bill history
- CAL
Retail calendar
Peaks: the holiday peak, back-to-school and rodeo and festival season
Texas runs 3 sales-tax holidays a year, and campaigns in those windows lead with the tax saving.
- Emergency preparation supplies the Saturday before the last Monday in April through that Monday
- ENERGY STAR and water-efficient products Memorial Day weekend
- Back-to-school the first Friday to Sunday in August: clothing, shoes, school supplies and backpacks under $100
Source: Texas revenue department
Who this is for
Signs your Texas store needs this now.
Three of the patterns we see most in the audit.
All six signs- 01
Blind spot
You only notice churn when revenue drops
The signal exists earlier: a customer past their usual reorder gap who has stopped opening. That is a segment, and it can be watched daily.
- 02
Win-back
The win-back email is a 20% coupon and a hope
Discounting lapsed customers back trains them to lapse again. Reactivation should lead with the reason they bought and save the offer for the last touch.
- 03
Loyalty
Points nobody redeems
A points programme with low redemption is a liability on the balance sheet and nothing in the customer’s head. Loyalty should reward the behaviour you want repeated.
What is included
Everything the retainer covers, in the order we build it.
Six steps and about six weeks to live: audit, strategy, build, launch, test, report.
How we work- 01
Retention audit and cohort analysis
Repeat rate and LTV by acquisition month, median reorder gaps by product, where customers drop off and what it costs — from your Shopify order history.
- 02
Churn-risk segmentation
At-risk segments built from reorder gaps, engagement decay and the platform’s predictive fields where the account has the history — refreshed daily.
- 03
Reactivation programme
Three lapsed tiers (60–120 days, 120 days+, high-value quiet) each with its own series: reason first, offer last, suppression when it is over.
- 04
High-value outreach
For the top 20% of customers who go quiet, a human touch — a personal email or a call script — because a flow is the wrong tool for a customer worth thousands.
- 05
Loyalty programme design
Tiers, earning rules and rewards designed around the behaviour you want (second orders, reviews, referrals, subscriptions), modelled for cost, built in Smile.io, Yotpo or LoyaltyLion.
- 06
Win-back and loyalty flows in the email platform
The programme lives in Klaviyo, Omnisend or Brevo as flows and segments your team can see and adjust — not in a black box.
- 07
Retention dashboard
Repeat rate and LTV by cohort, at-risk segment size, win-back revenue, loyalty redemption — one view, updated monthly, with the trend explained.
- 08
Monthly review and next actions
What moved, why, and the next changes to segments, offers and the loyalty rules — in a 30-minute call.
Across Texas
Customer retention & win-back for brands in Houston, Dallas, Austin, San Antonio.
What clients said once the flows were live. The results sit under NDA; the words are theirs.
Churn dropped, reviews went up, and repeat orders followed. That was the whole point.
The flows just made sense. Customers were getting the right email at the right time and it showed.
Questions
Customer retention & win-back in Texas: questions
What does Texas law change about SMS marketing?
Texas SB 140 (telephone solicitation, Chapter 302) (Tex. Bus. & Com. Code chs. 302, 304, 305) applies to marketing texts sent to Texas numbers. Consent: Texts sent with the consumer's prior agreement are outside Chapter 302 registration, per the State's November 2025 stipulated court order and Secretary of State guidance. Federal TCPA consent still applies. Quiet hours: 9am to 9pm Monday to Saturday and noon to 9pm Sunday for unsolicited calls (§ 301.051); we use it as the default window for texts too. Frequency: No frequency cap. A documented opt-in keeps a Texas SMS programme out of registration and the bond; texts go out 9am to 9pm, and from noon on Sundays.
What time should Texas brands send marketing emails and texts?
Texts only inside the legal window in the subscriber's local time: 9am to 9pm Monday to Saturday and noon to 9pm Sunday for unsolicited calls (§ 301.051); we use it as the default window for texts too. For email we test send times per segment rather than guess, starting from mid-morning local time. Texas covers Central (most of the state) and Mountain (El Paso and Hudspeth counties, west of the east line of Hudspeth County), so sends are split by zone.
When are Texas's biggest retail moments?
The holiday peak, back-to-school and rodeo and festival season. The sales-tax holidays (Emergency preparation supplies, the Saturday before the last Monday in April through that Monday; ENERGY STAR and water-efficient products, Memorial Day weekend; Back-to-school, the first Friday to Sunday in August) get their own campaigns. BFCM runs 27-30 November 2026 everywhere.
How much does customer retention & win-back cost for a Texas brand?
Tier 1 is $3,500 a month, for brands doing $500K–$2M a year. Tier 2 is $5,500 a month, for scaling brands at $2M+. Every engagement starts with a free 60-minute audit, and the price is the same in every state.
What is customer retention, in simple words?
Customer retention is keeping the customers you already have buying from you instead of a competitor. In a Shopify store it shows up as repeat orders, a shorter gap between orders and customers who stay active for years rather than months.
How do you calculate customer retention rate?
Customer retention rate is ((customers at the end of the period minus new customers gained in it) divided by customers at the start) times 100. For ecommerce, repeat purchase rate is often more useful: the share of customers who placed a second order within a set window, usually twelve months.
What is a good customer retention rate?
It depends on the category. For most Shopify stores a repeat purchase rate of 20% to 30% within twelve months is typical; consumables, beauty and pet supplies run higher, one-off purchases like furniture lower. So 20% can be healthy for a mattress brand and a warning sign for a coffee brand. Track your own rate by cohort before comparing it with anyone else's.
What are the three R's of customer retention?
The version most people quote is recognition, relationships and rewards: customers stay when they feel known, are spoken to as individuals and are rewarded for coming back. An older loyalty-economics version is retention, related sales and referrals, which measures the same thing from the business side. In practice they map to VIP recognition, lifecycle flows and a loyalty programme.
Retention experts
Let's talk email, SMS and the repeat revenue you actually want.
We work on Klaviyo, Omnisend, Brevo and Attentive. Ready when you are: talk to the person who will run your account, not a sales rep.
Get in touch