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Retention and Direct Marketing (Email and WhatsApp)

Acquisition costs have risen every year while most Malaysian businesses still spend almost nothing on the customers they already have. The economics of that are hard to defend: an existing customer already trusts you, already knows the product, and costs a message rather than a click to reach. Two days on building lifecycle programmes across email and WhatsApp, measured on repeat revenue rather than on open rates.

Programme Agenda

The Retention Economics

Repeat purchase rate, customer lifetime value and the payback comparison against paid acquisition. Working out what a one-point improvement in repeat rate is actually worth to your business.

Mapping the Lifecycle

From first purchase through to lapse and reactivation. Identifying the moments where a message changes behaviour, and the far more common moments where one only adds noise.

Segmentation That Earns Its Complexity

Recency, frequency and monetary segmentation, behavioural and lifecycle segments, and knowing when to stop. Why four good segments beat twenty that nobody maintains.

Email: the Core Flows

Welcome, post-purchase, replenishment, cart and browse abandonment, win-back and reactivation. What each should say, when it should send, and how many messages before it becomes irritating.

Email Deliverability

Authentication records, list hygiene, sunset policies for unengaged contacts, and the reputation mechanics behind arriving in the inbox rather than the promotions tab or the spam folder.

WhatsApp as a Retention Channel

Where WhatsApp beats email in Malaysia and where it does not. Template message rules and approval, the session window, opt-in requirements, and the frequency that gets a business blocked.

Consent, PDPA and Preference

Collecting consent properly, honouring withdrawal, preference centres, and retention of marketing data. Meeting the Personal Data Protection Act while still running an effective programme.

Measurement and Iteration

Attributing revenue to a flow, incrementality and holdout groups, and testing a flow rather than a single message. Participants build and document two flows for their own business.

Learning Outcomes:
Quantify what improving repeat purchase rate is worth to your business
Map a customer lifecycle and find the moments a message changes behaviour
Build segments that stay maintainable
Design the core email flows with appropriate timing and cadence
Protect deliverability through authentication and list hygiene
Run WhatsApp campaigns within template, session and opt-in rules
Meet PDPA consent and withdrawal obligations in a marketing programme
Measure a flow's incremental revenue using holdout groups

Duration: 2 Days (16 Hours)
Training Hours: 9:00 AM to 5:00 PM
Level: All levels
Training Mode: Physical, Online, or Hybrid
HRD Corp SBL-KHAS Claimable
Certificate of Completion included

Related programmes:
Email Marketing and Automation (one day on email alone)
WhatsApp Business Marketing (one day on WhatsApp alone)

Frequently Asked Questions

Marketing and CRM managers, ecommerce operators, customer service leads who own the WhatsApp channel, and business owners. Retail, F&B, education, clinics and subscription businesses are frequent attendees.

Each one-day course teaches its channel. This programme teaches the lifecycle programme running across both, including which channel to use at which moment and how to avoid messaging the same person twice for the same reason. If you use only one channel, the single-channel day is the better fit.

Exercises run in a common email platform and a WhatsApp Business API provider. Flow logic and segmentation transfer to any comparable tool, which is where the material concentrates.

Yes, at the level needed to budget a campaign, including how conversation categories are charged. Rates change, so the session states the position as at delivery.

Yes, this programme is HRD Corp SBL-KHAS claimable. Our team can assist your HR department with the documentation required for the grant application.

Yes. Any programme can be booked as a team day. Everyone works the same brief together, so your people come away having built something and knowing each other better.

If you are claiming under HRD Corp, the session has to fall at least 14 days after your HRD Corp approval. If you are not claiming, the date is flexible and we work around your calendar.

Put them on the self-paced e-learning instead. Your team works through the modules on our LMS in their own time, sits the assessment, and earns the same certificate, so nobody has to clear a full day together.

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