Every outline, table, and skeleton in the Retention Vault, collected on one page so you can copy what you need and go. Each row says what the template does, the format you get, and where in this hub it lives. Sources and caveats sit at the bottom.
I built this page because I hate the version of a "resource" where the good stuff is scattered across nine sub-pages and you spend twenty minutes hunting for the one calendar table you actually wanted. So here it is flat. Skim the table, grab the skeleton, ship it.
One thing before you copy anything. These are skeletons, not finished copy. The timing, the email count, the sequence logic are authored from operator experience and meant as a sane default you adapt to your category, AOV, and list health. The benchmarks attached to each flow are vendor-published and directional. None of them is a number you have to hit. They are a sanity check on whether your flow is roughly working or badly broken.
| Template | What it gives you | Format | Where it lives |
|---|---|---|---|
| Welcome flow | 4-email sequence that turns a new subscriber into a first-time buyer while intent is highest. Includes the entry filter that keeps existing buyers out of "10% off your first order" and the purchase-exit logic that stops the discount nudges the moment someone buys mid-flow | Trigger logic + 4-row timing table + per-email copy outline | §2.1 |
| Abandonment flows | Three triggers (browse, cart, checkout) kept distinct because they signal different intent, with a 3-email checkout sequence and the discount-ladder order (reminder first, objection-handling second, incentive only as a last resort) so you stop bribing people who would have come back anyway | Trigger logic for all three + 3-row checkout timing table + copy outline | §2.2 |
| Post-purchase flow | 5-to-7 email sequence timed off delivery, branched by first-time vs repeat buyer and consumable vs durable. The flow most brands under-build, and the one that moves repeat rate most. Judge it by repeat purchase rate and time-to-second-order, not RPR | Trigger + branch logic + 7-row timing table + copy outline | §2.3 |
| Winback flow | 3-to-4 email reactivation sequence with the sunset step built into the last email, so the final send doubles as list hygiene and you stop mailing dead contacts that drag your sender reputation down | Trigger logic + 4-row timing table + copy outline | §2.4 |
| Replenishment flow | 3-email reorder sequence timed to product run-out, with the subscribe-and-save conversion built into email 3. For consumables this is the most reliable repeat driver you have; useless for durables | Trigger logic + 3-row timing table + copy outline | §2.5 |
| Monthly campaign calendar | A 4-week cadence skeleton for the always-on send layer that sits on top of flows, plus the segmentation rules most brands skip and the value-to-promo ratio that keeps the list from going numb to discounts | 4-week calendar table + segmentation rules + deliverability guardrails | §3 |
| SMS copy templates | Ready-to-adapt abandonment and back-in-stock message skeletons, the four use cases worth the cost-per-send, and the TCPA/CTIA compliance checklist you cannot skip | 2 copy skeletons + use-case priority list + compliance checklist | §4 |
| Subscription save-flow & dunning | The cancel-flow save offers, the pre-emptive flexibility nudges, and the dunning sequence that recovers failed-payment churn. Recovering involuntary churn is close to pure margin because the customer never meant to leave | 3 voluntary-churn plays + dunning sequence outline | §5 |
| Metrics formula sheet | Definitions, formulas, and benchmark ranges for repeat purchase rate, retention rate, LTV, churn, and cohort analysis, each with a "what to do if yours is off" pointer | 5 formula blocks + benchmark table | §6 |
| 30-day retention sprint | The whole vault sequenced into a week-by-week build order so you ship it instead of bookmarking it | 4-week checklist | §7 |
If you have nothing live yet, do not start at the top of this table and work down. Start where the money leaks fastest.
If you want the whole thing as a dated plan rather than a pick-list, §7 is the same work laid out across four weeks.
The instinct with a swipe file is to copy the copy. Don't. Copy the structure and the trigger logic, then write the words in your own brand voice. The reason the personality-led welcome series people cite (Chubbies, Glossier) works is not the email cadence. It is that the cadence carries a voice the discount-led version doesn't have. The skeleton is portable. The voice is the part you cannot lift, and it is the part that makes the skeleton convert. (Brand examples illustrate the mechanic only. No metrics are attached to either name.)
Same with abandonment. The discount-ladder order (reminder first, objection-handling second, incentive only as a last resort) is the template. The brands that protect margin run it that way on purpose. If you copy the three-email timing but lead email one with a discount, you have copied the shape and thrown away the point.