Its very much a try and see thing. I could right 3 pages to thie question, but I will try and summerise my thoughts.
Top water jerkbait, ie Zara Spook = Walking the Dog. Lift the rod high and give a series of 6-9inch jerks up the way. U will see the lure jeky from side to side in a zig zag patten. Always keep a tightish line.
Top water crawler, ie Crazy Crawler = Cast out, leave to sit for a few seconds, then start a steady retrive holding the hod high. Vary the speed until the lure starts to "clip clop" across the water. U will know it is correct when u see it.
Top water popper, ie Rapala Skitter PoP = Cast out and leave for a few seconds. Now, u can either bring it back in a series of skitters and pops with the odd pause or u can Deadstick retriev which involves a rapid "rip" across the surface, and then a very long pause, upto a couple of minutes, then anoth rip.
Shallow divers, ie Rapala minnows, Bombers etc = Cast out, leave for a few seconds. Give several turns of the handle to get the lure under the surface, Now, you can either wind in steady, add twitches and flicks or rip the lure in. Ripping is just that...wind hard whilst sweeping the rod tip round. This causes the lure to lay on its side and swim very erratically. Works well in warm water. You can also retieve and pause, letting the lure rise in the water, them winding again.
Deep divers, ie Bucher Depthraiders etc = Similar to the shallow lures, but you can also bounce the bottom. This kicks up mud and stuff on the bottom that can attract Pike and Perch.
Glide/shaft baits, ie Eddie bait, Smitty No.1 etc = Cast out, let settle for a few seconds, now, using a sweeping action downwards, use a series or sweeps whilst winding in. This causes the lure to arc left or right and down. Its like walking the dog, but under water.
Flipper baits, ie Flippers, Dolphins, Bagley B flats etc = Cast out and let settle. Retrive with a series of taps and twitches and pauses interspersed with the odd sweep. Try and see the lure in the water. U can get amazing actions into these baits by working the rod and varying the speed of retrieve. One method that works for me in the summer is to cast out, and then wind in fast whilst tapping the rod down about a foot with every turn of the handle.
Spinnerbaits = Either burn them under the surface (very fasr retrieve) or use a steady retrive, or fish them sink and draw. U can alsi jig them under the rod tip.
I have obviously left out loads of lures etc, but I hope I have covered most general retrives. I hope this has helped.
Regards
Rob