Swipe Right on Strategy: What Dating Apps Can Teach You About Customer Retention

Let’s be real: keeping customers these days feels a lot like modern dating.
You spend time crafting the perfect profile (aka website).
You send out flirty messages (aka email campaigns).
You get a match (cha-ching, a customer!).
And then… crickets.
Ghosted.
Left on read.
They’ve moved on to someone shinier, newer, probably offering 20% off and free shipping.

In the age of low attention spans, endless options, and swipeable everything, customer loyalty is no longer a guarantee—it’s something you have to earn every day.

Sound exhausting? A little.
But also totally doable—if you take a few cues from the world of dating apps.

So, grab your phone, pretend you're opening Bumble, and let’s match your marketing strategy with some customer retention magic.

1. First Impressions Matter (and So Does Onboarding)

In the dating world, you’ve got about 3 seconds to impress someone with your profile pic, job title, and whether you love dogs or "The Office."

In marketing, your customer onboarding process is your profile pic moment.
You get one shot to make a killer first impression—and it better be good.

Don’t be that brand that:

• Sends a boring welcome email that says nothing

• Delivers a confusing product experience

• Ghosts new customers after the first sale

Do this instead:

• Send a personalized welcome message (bonus points for humor or a GIF)

• Provide a quick-start guide or video walkthrough

• Follow up with a “how’s it going?” email after a few days

Think of it like your first date. Don’t just shake hands and disappear. Show them they made the right choice swiping right (aka buying from you).

2. You’ve Matched. Now Keep the Conversation Going.

Ever match with someone only to never hear from them again? That’s what happens when you treat customers like a transaction.

Customer retention starts with consistent, thoughtful engagement.

Here’s what not to do:

• Only email when you want something (“BUY NOW,” “SALE ENDS TONIGHT!”)

• Send bland, automated responses

• Ignore the customer's name, preferences, or history

Try this instead:

• Send content they care about (how-to guides, customer stories, insider tips)

• Celebrate milestones (1-year anniversaries, birthdays, first purchase date)

• Ask for feedback (and actually use it)

The best brands feel like relationship partners, not salespeople. They know when to talk, when to listen, and when to send that cute dog meme just because.

3. Know What They Want (Even Before They Do)

Ever dated someone who remembered your coffee order, your favorite show, and that weird thing you said on the second date? That’s a keeper.

Your brand can be that person.

With the right tools (hello, CRM + MktrHub), you can:

• Track customer preferences

• Recommend products based on past behavior

• Send personalized offers that make them feel seen

Example:

Instead of “Hey, 15% off for everyone!”
Try “Greg, ready for your next beach getaway? Here’s 15% off sunscreen and flip-flops.”

That’s the difference between “meh” and “aww, they get me.”

4. Loyalty Takes Effort (It’s Not a One-Night Stand)

One purchase doesn’t equal loyalty. It’s just a sign of interest.
Now the work begins.

Loyalty programs, referral incentives, and exclusive access are your flowers and chocolates.

Ideas to keep the love alive:

• A punch card-style system (Buy 5, get 1 free)

• Early access to sales or new drops

• Giveaways for top customers

• A customer spotlight feature on social media

And don’t forget: loyalty goes both ways. Listen to feedback, admit when you mess up, and always, always say thank you. (Yes, your mother was right.)

5. Handle Conflict Like a Mature Adult (Not Like a Ghoster)

Things go wrong. Packages get lost. Orders get delayed. Reviews go sour.

It’s how you handle those moments that builds real loyalty.

Don’t disappear. Don’t blame the customer. And for the love of Taylor Swift, don’t send a copy-paste apology that reads like it came from a robot.

Instead:

• Respond quickly and with empathy

• Offer a real solution, not a vague “we’re sorry for the inconvenience”

• Follow up after the resolution to make sure they’re satisfied

Done right, a conflict turned positive experience can increase a customer’s loyalty. Think of it like the couple who survives their first fight and comes out stronger.

6. Don’t Just Text at 2AM (aka... Don’t Only Show Up for Sales)

Imagine getting a message that just says: “u up?” Yeah, not cute.

If the only time your customers hear from you is when you want them to buy something, they’ll start to feel used—and nobody wants to be the marketing equivalent of a booty call.

Break the cycle with:

• Helpful content (blog posts, videos, tips)

• Educational webinars or workshops

• Check-in emails with zero sales intent

• Just-for-fun surveys or games

Build trust and value without always asking for something in return. It’s not just good marketing—it’s good relationship building.

7. The Breakup Text (aka the Exit Survey)

Sometimes, customers leave. It’s not you... well, okay, it might be.

But rather than crying into your ice cream, treat it like an opportunity to learn.

Ask:

• What made you stop using our product?

• Was there something we could’ve done better?

• Would you consider coming back?

Just like that ex who got really into CrossFit and turned things around—you can, too.

Bonus: You might win them back with a timely, “Hey, we miss you” campaign or re-engagement offer. (Flowers optional.)

8. The Power of the “You Up?” Campaign... When Done Right

Okay, so sometimes the 2AM text does get a response—if it’s funny, bold, and well-timed.

Re-engagement campaigns are your chance to spark the flame with dormant customers.

Make it playful. Make it timely. Make it personal.

“Greg, it’s been 3 months. We didn’t want to make it weird, but... we miss you.”

Then offer a discount, a new product to try, or just a reason to come back.

TL;DR – Customer Retention Is Dating With Data

In the wild world of marketing, customer retention isn’t a spreadsheet—it’s a relationship.
And like any relationship, it takes effort, empathy, and a little charm.

So channel your inner dating guru. Send the sweet texts (aka emails). Show up consistently. Learn their love languages (aka buying habits). And never stop earning their trust.

Because when your customers feel seen, appreciated, and valued—they’ll keep swiping right.

Need help turning your customer relationships into long-term love stories?
At INDemand Consulting, we help small and mighty brands attract, engage, and keep their ideal customers through smarter marketing strategies and automation tools. Let’s make retention your brand’s love language.

Start the conversation: growwithindemand.com