This podcast episode delves into the world of retention marketing and its significance for e-commerce businesses, exploring the evolution from focusing solely on acquisition to the need for a balanced approach. It emphasizes the creation of a comprehensive retention ecosystem incorporating various channels, tools, and programs tailored to each brand's unique needs. The discussion delves into strategies across growth stages, covers the three buckets of retention stuff: channels, tools, and programs, and stresses the role of data-driven personalization. It also covers the maximization of direct mail and email campaigns and the significance of email marketing in building brand relationships. The journey of Jess Chan, the founder of Backbone, further illuminates insights into email marketing automation and the emphasis on focusing on email marketing basics.
