The time has come to review and expand retention marketing efforts as economic uncertainty grows, prompting businesses to cut expenses and look for high-ROI customer retention campaigns. Customers are not just a necessary end but a core hub that can help grow the business by nurturing their relationship with the right content. Marketing to customers works regardless of what's being sold, from SaaS subscriptions to skincare products, and adapts to different segments such as new acquisitions, unmotivated customers, sleepers, and heroes. Each segment has unique differences in how they feel about the brand and what they need from it. Retention marketing starts with new customers who want reciprocity through an exceptional onboarding process, educate them on the product or service, offer help for getting what they need, target them with unique information, and provide a welcome content that reinforces why they made an excellent decision. Motivating one-time or low-engagement customers involves analyzing their customer history, purchase history, and engagement history to find recurring themes and reasons for disengagement, re-engaging past customers through email campaigns, making contact beyond the inbox, waking up sleepers with special care, and encouraging heroes by developing referral programs, creating user-generated content, showing appreciation, engaging on social media, and creating a customer advisory board. Always educating customers about the value of the product or service is key to retention marketing.