Terms of Use
These terms cover reading LoyalFlow and using what you find here. They are short because the site is short: we publish articles and one calculator, both free, and we sell nothing. Last updated on July 31, 2026.
Who we are
LoyalFlow is a publication about customer loyalty, retention economics, and lifecycle marketing. Reach us at [email protected].
What the articles are, and are not
Every article here is written by Win. The figures in them are industry heuristics and worked examples, not measurements of any particular business.
Nothing on this site is professional advice — not legal, financial, accounting, tax, or regulatory advice, and not a substitute for someone qualified who knows your situation. Benchmarks, ranges and rules of thumb are illustrative. Verify them against your own data before you change a program, a budget, or a customer's terms.
The retention calculator is a teaching tool built on a simplified model. It runs entirely in your browser and we never see the figures you enter. It is not a forecast, and it should not be the basis of a financial decision on its own.
No warranty, and the limit of what we owe you
The site is provided as it is. We do not promise it is accurate, complete, current, or available without interruption, and we make no warranties of any kind, express or implied, to the fullest extent the law allows.
Acting on what you read here is your decision. To the fullest extent the law allows, we are not liable for loss or damage arising from your use of the site or your reliance on its contents — including lost revenue, lost data, or business losses. Some jurisdictions do not allow limits like these, in which case they apply only as far as that jurisdiction permits, and nothing here limits liability for fraud or for anything that cannot lawfully be limited.
Using our content
The articles, the design and the code of this site belong to LoyalFlow. You are welcome to quote a reasonable extract in your own work, in a newsletter, in a deck, or in an AI-assisted answer, provided you attribute it to LoyalFlow and link to the article you took it from.
What is not allowed is taking the work wholesale: republishing entire articles, presenting them as your own, or building a competing archive out of them. If you want to do something the paragraph above does not obviously cover, ask us — the answer is usually yes.
Automated access, scraping, and model training
Ordinary crawling is fine and we help with it: this site publishes an llms.txt index specifically so assistants and search tools can find and cite these articles accurately. Retrieving an article to answer someone's question, with attribution and a link, is exactly what we want.
We do not currently restrict automated collection, including collection for machine-learning training. robots.txt is the authoritative statement of what crawlers may fetch, and today it permits all of them. If that changes we will change robots.txt, and this paragraph with it.
Copyright still applies to the articles themselves, so the attribution expected above applies to output built on them as much as to a direct quote.
Do not use automated access to overload the site, bypass technical restrictions, or harvest subscriber data.
Subscribing
Subscribing is optional and free, and you can unsubscribe from any email we send. We may change what we send, how often, or stop sending altogether. What we do with your address is set out in the privacy policy.
Links to other sites
Articles sometimes cite a source elsewhere. We do not control those sites and are not responsible for their content or their handling of your data.
Changes
We may update these terms. The date at the top says when they last changed, and continuing to use the site after that means the updated terms apply. We will not apply a change retroactively to something you already did.