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The Retention Road
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The Retention Road

Author: Deb Mukherjee

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100% unfiltered, tactical Retention advice for eCommerce and DTC brands from those who have "been there, and done that." We help you serve & maintain your current customers you spent so much money on acquiring with paid ads to increase lifetime value and customer satisfaction.
8 Episodes
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- HexClad drives repeat orders and revenue through email, SMS, and other retention channels. Key tactics include education about products, innovation by frequently releasing new products, sales/promotions, post-purchase upsells/cross-sells, and optimizing core retention automation.- They use their community "Cooking with HexClad" on Facebook for engagement and early access to new products and sales. They are focused on growing the community both organically and through marketing channels.- Gordon Ramsay is used more heavily for acquisition than retention. For acquisition, he is used in a direct response way, while for retention they focus on entertaining and educating existing customers with his content.- Key retention metrics tracked are returning customer orders, revenue, 12-month lifetime value trends, and cohort analysis. Connor doesn't like using a percentage of revenue attributed to retention channels as it can be misleading. - The biggest mistake Connor sees is shiny object syndrome - brands pursuing new retention tactics before dialing in the basics incredibly well first. His main advice is to resist this and focus on optimizing core retention tactics before moving on to new things.
Matt Fey (Marketing Director at Portland Leather Goods) & MacCoy Merkley (Chief Marketing Officer at Portland Leather Goods) discuss how Portand Leather grew from an Etsy store to the 9 figure brand it is today. They share how their highly engaged Facebook ads helped to build their large Facebook community & how they’ve been able to keep the members active, engaged & buying. They dive into how their super personalized email & sms campaigns have increased their revenue as well as how retail and customer experience plays the biggest part in their brand.SHOW NOTES0:19 - 1:35 Introduction1:36 - 4:35 Who are Matt & MacCoy + What is Portland Leather Goods?4:36 - 6:14 What is the retention strategy at Portland Leather?6:15 - 8:30 What was a retention strategy that took retention to another level?8:31 - 11:35 What is the Portland Leather Goods customer retention rate?11:36 - 18:03 What email & sms retention flows that worked well?18:04 - 18:42 Bounty18:43 -20:46  What part of the retention revenue is from email & sms?20:47 - 30:30 How did Portland Leather grow their Facebook group to 55K & keep it engaged?30:31 - 32:05 What is the strategy to get new customers that just joined the community to buy?32:06 - 34:55 How does customer experience help with retention & the community ?34:56 -39:15 How do the Portland Leather retail stores help with retention?39:16 - 41:52 What retention metrics does Portland Leather track?41:53 - 46:30 What is a mistake DTC brands do in terms of retention?46:31 - 48:47 What is the advice for DTC brands just starting their retention strategy?48:48 - Outro CONNECT WITH MATT FEY🌐 Website: https://www.portlandleathergoods.com/🐦 Twitter: https://twitter.com/mflo503🖇️ LinkedIn: https://www.linkedin.com/in/matt-fey-bb126788/CONNECT WITH MACCOY MERKLEY🌐 Website: https://www.portlandleathergoods.com/🐦 Twitter: https://twitter.com/maccoymerkley🖇️ LinkedIn: https://www.linkedin.com/in/maccoy-merkley-95146815b/CONNECT WITH DEB MUKHERJEE🐦 Twitter: https://twitter.com/debgotwired📸 Instagram: https://www.instagram.com/debgotwired/🖇️ LinkedIn: https://www.linkedin.com/in/debgotwired/💜 Leave a review on Apple Podcastshttps://podcasts.apple.com/us/podcast/the-retention-road/id1670687024🟢 Leave a rating on Spotifyhttps://open.spotify.com/show/0ZIB7LnUomx3OgYUBG1Ma1?si=2ea1d61076824f26Thanks for listening!
Troy Petrunoff (Retention Marketing Manager at Every Man Jack) discusses how he started working for Every Man Jack back in 2021 and how he had helped with their retention growth. He dives into the ins & outs of running a subscription product, the tech stack used, acquisition, customer experience as well as how to get super fans. Troy shares Every Man Jack’s new SEO & blog strategy, how the Super Bowl helped them with one of their biggest SMS campaigns and how adding new products keeps the brand exciting & gets customers to return.SHOW NOTES0:00 - 1:17 Introduction1:18 - 6:41 Who is Troy Petrunoff & what is Every Man Jack?6:42 - 8:24 What effect does the tech stack have on Every Man Jack’s retention?8:25 - 14:09 What’s Every Man Jack’s retention strategy?14:10 - 16:35 How does Every Man Jack double down on their retention strategy?16:36 - 23:59 Every Man Jack’s biggest retention campaign? 24:00 - 24:38 Bounty24:39 - 31:28 Every Man Jack’s returning customer rate & how they sustain it.31:29 - 38:05 What is Every Man Jack’s top performing flow?38:06 - 41:08 What retention metrics does Every Man Jack track?41:09 - 43:18 What retention mistakes are DTC brands making?43:19 - 45:42 What advice can Every Man Jack give to other brands just starting retention?45:43 - OutroCONNECT WITH TROY PETRUNOFF🌐 Website: https://www.everymanjack.com/🐦 Twitter: https://twitter.com/troypetrunoff📸 Instagram: https://www.instagram.com/troypetrunoff/🖇️ LinkedIn: https://www.linkedin.com/in/troypetrunoff/CONNECT WITH DEB MUKHERJEE🐦 Twitter: https://twitter.com/debgotwired📸 Instagram: https://www.instagram.com/debgotwired/🖇️ LinkedIn: https://www.linkedin.com/in/debgotwired/💜 Leave a review on Apple Podcastshttps://podcasts.apple.com/us/podcast/the-retention-road/id1670687024🟢 Leave a rating on Spotifyhttps://open.spotify.com/show/0ZIB7LnUomx3OgYUBG1Ma1?si=2ea1d61076824f26Thanks for listening!
Monica Grohne (Founder & CEO at Marea Wellness) shares her story of how she built a drinkable supplement brand that launched back in 2020. She shares how community building and direct feedback from customers has been crucial for the brand's success as well as how customer interviews help with their brand tone, website copy, ad copy and overall language. They dive into Marea’s email and sms marketing strategy, how loyalty programs work best when you actually speak to your customers and how they've been able to measure retention in an 8 figure brand.SHOW NOTES0:19 - 4:23 Who is Monica Grohne?4:24 - 7:10 What is Marea's retention strategy?7:11 - 11:34 What was Marea’s biggest retention campaign?11:35 - 14:06 How does Marea's Facebook community help with the brand’s retention?14:07 - 16:34 How does Marea push its other products and services to consumers?16:35 - 17:14 Bounty17:15 - 18:49 What is Marea's repeat customers rate + how do they sustains & grow it? 18:50 - 22:44 What is Marea's most profitable retention flow?22:45 - 25:12 What is Marea's email & sms marketing strategy? 25:13 - 28:01 What loyalty program strategy has worked the best for Marea?28:02 - 30:49 How do you setup a loyalty program that works?30:50 - 31:42 How does Marea measure retention?CONNECT WITH MONICA GROHNE🌐 Website: https://mareawellness.com/🐦 Twitter: https://twitter.com/monicagrohne?lang=en📸 Instagram: https://www.instagram.com/monicagrohne/🖇️ LinkedIn: https://www.linkedin.com/in/mmpuringtonCONNECT WITH DEB MUKHERJEE🐦 Twitter: https://twitter.com/debgotwired📸 Instagram: https://www.instagram.com/debgotwired/🖇️ LinkedIn: https://www.linkedin.com/in/debgotwired/💜 Leave a review on Apple Podcastshttps://podcasts.apple.com/us/podcast/the-retention-road/id1670687024🟢 Leave a rating on Spotifyhttps://open.spotify.com/show/0ZIB7LnUomx3OgYUBG1Ma1?si=2ea1d61076824f26Thanks for listening!
Deb Mukherjee and Simon Paquin (CMO at Pilgrim Canada) discuss how he became the CMO at Pilgrim and how he got his start in eCommerce by building a coffee brand during the pandemic. He goes into how Pilgrim Canada works as a licensed distributor, how trends influence their products and how they stay ahead of the curve by making Gen Z focused products. Simon shares how Pilgrim uses being a retailer to their advantage as well as their Facebook, Email & SMS strategy for customer retention.SHOW NOTESIntroductionSimon’s coffee brandWhat is Pilgrim Canada’s retention strategy?How does Pilgrim get customers to return and buy more jewelry?How Pilgrim does SMS marketing for at low costPilgrim’s SMS flows and strategyBountyHow does Pilgrim use retargeting ads on Facebook? What is Pilgrim’s email marketing strategy for customer retention?Top mistakes DTC brands make with retention strategies?3 Predictions for DTC customer retention CONNECT WITH SIMON PAQUIN🌐 Website: https://pilgrim.ca/🌐 Personal Website: http://simonpaquin.com/🐦 Twitter: https://twitter.com/seempaq📸 Instagram: https://www.instagram.com/seempaq/🖇️ LinkedIn: https://www.linkedin.com/in/seempaq/CONNECT WITH DEB MUKHERJEE🐦 Twitter: https://twitter.com/debgotwired📸 Instagram: https://www.instagram.com/debgotwired/🖇️ LinkedIn: https://www.linkedin.com/in/debgotwired/💜 Leave a review on Apple Podcastshttps://podcasts.apple.com/us/podcast/the-retention-road/id1670687024🟢 Leave a rating on Spotifyhttps://open.spotify.com/show/0ZIB7LnUomx3OgYUBG1Ma1?si=2ea1d61076824f26Thanks for listening!
Deb Mukherjee and Carolina Bushman (Retention Marketing Manager at Baboon to the Moon) discuss customer loyalty and how building a community using email and SMS marketing helps increase customer retention. Caroline shares how comments, questions, customer feedback and shockingly direct mail has helped increase their sales as well as how just responding to people creates customer loyalty. She also shares how brands make the mistake of sending too many emails and how consistency is just as important as acquisition!SHOW NOTES0:20 - 3:47 Introduction3:48 - 8:14 What is Baboon to the Moon’s retention strategy & does knowing the customer help?8:15 - 15:45 Does Baboon to the Moon’s TikTok engagement & customer feedback create customer profiles?15:46 - 21:40 A Baboon to the Moon Retention Email Campaign that performed well & was extended 21:41 - 22:19 Bounty22:20 - 27:17 Is there a relation between email and SMS marketing + the key points for each to work?27:18 - 30:01 What does Baboon to the Moon do to create loyal customers?30:02 - 33:13 What are the metrics Baboon to the Moon uses to measure retention?33:14 - 34:50 What retention mistakes do other DTC brands make?34:51 - 38:23 What retention advice would Baboon to the Moon give other brands?38:24 - 39:37 What is Baboon to the Moon’s tech stack?39:38 - OutroCONNECT WITH CAROLINA BUSHMAN🌐 Website: https://baboontothemoon.com/🌐 Personal Website: https://www.jagandpapaya.com/📸 Instagram: https://www.instagram.com/lacarolinx/?hl=en🖇️ LinkedIn: https://www.linkedin.com/in/carolinabushman/CONNECT WITH DEB MUKHERJEE🐦 Twitter: https://twitter.com/debgotwired📸 Instagram: https://www.instagram.com/debgotwired/🖇️ LinkedIn: https://www.linkedin.com/in/debgotwired/💜 Leave a review on Apple Podcastshttps://podcasts.apple.com/us/podcast/the-retention-road/id1670687024🟢 Leave a rating on Spotifyhttps://open.spotify.com/show/0ZIB7LnUomx3OgYUBG1Ma1?si=2ea1d61076824f26Thanks for listening!
Deb Mukherjee and Taylor Fraser (Marketing Director at Outway Socks) discuss how customer retention helped Outway Socks become a $10M brand that’s soon to be a $100M brand. They go into how Black Friday plays a key role in their retention strategy and how they get a 40%+ returning customer rate. Taylor also shares how they’ve consistently launched 30+ additional items and colors to keep customers engaged, how their simple & value based emails outperform the complicated ones and how following other brands actually works!SHOW NOTES0:19 - 3:56 Introduction3:57 - 7:24 How did Outway Socks start?7:25 - 9:40 What is Outway Socks’ retention strategy?9:41 - 18:10 Outway’s TOP Retention Campaign that worked really well18:11 - 23:24 Does Outway merch and accessories help make more sales?23:25 - 24:04 Bounty24:05 - 28:23 What is Outway’s email marketing strategy?28:24 - 31:40 What kind of emails does Outway send to keep customers coming back and loyal?31:41 - 34:09 What is Outway’s best email marketing & SMS flow?34:10 - 38:14 Outway’s affiliate program and how it adds repeat customers38:15 - 41:29 How does Outway track retention metrics?41:30 - 45:03 Outway’s retention tech stack and mistakes people make with it?45:04 - 49:09 Outway’s advice for brands just starting out with retention49:10 - OutroCONNECT WITH TAYLOR FRASER🌐 Website: https://outway.com/🐦 Twitter: https://twitter.com/tayfrays🖇️ LinkedIn: https://www.linkedin.com/in/taylor-fraser-b07309201/CONNECT WITH DEB MUKHERJEE🐦 Twitter: https://twitter.com/debgotwired📸 Instagram: https://www.instagram.com/debgotwired/🖇️ LinkedIn: https://www.linkedin.com/in/debgotwired/💜 Leave a review on Apple Podcastshttps://podcasts.apple.com/us/podcast/the-retention-road/id1670687024🟢 Leave a rating on Spotifyhttps://open.spotify.com/show/0ZIB7LnUomx3OgYUBG1Ma1?si=2ea1d61076824f26Thanks for listening!
Deb Mukherjee and Connor MacDonald (CMO at The Ridge) discuss how the 9 figure brand was founded. Connor shares the importance of customer experience, customer support and having a post purchase flow as well as a sneak peek into Ridge’s new products. He shares advice on upsells, offer testing, brand value, brand voice, how Ridge recently started measuring retention metrics and how the results shocked even them. Connor also dives into how to reduce churn as well as how their 100,000 subscriber newsletter not only adds content but also creates connections.SHOW NOTES:0:19 - 3:16 Introduction3:17 - 10:23 What is the customer retention strategy at Ridge?10:24 - 16:07 What is the repeat customer strategy at Ridge? 16:08 - 19:06 Ridge’s returning customer rate & email marketing strategy19:07 - 23:02 Ridge’s upsell strategy23:03 - 23:42 Bounty23:43 - 28:18 Ridge’s TOP 3 focuses for retention in 202328:19 - 29:32 The power of community building29:33:- 32:05 How does customer experience contribute to retention?32:06 - 34:32 What metrics does Ridge use for retention?34:33 - 40:29 What retention mistakes do DTC brands make?40:30 - Outro CONNECT WITH CONNOR MACDONALD🌐 Website: https://ridge.com/🐦 Twitter: https://twitter.com/couuor🖇️ LinkedIn: https://www.linkedin.com/in/theconnormacdonald/📧 Email: conner@theridge.comCONNECT WITH DEB MUKHERJEE🐦 Twitter: https://twitter.com/debgotwired📸 Instagram: https://www.instagram.com/debgotwired/🖇️ LinkedIn: https://www.linkedin.com/in/debgotwired/💜 Leave a review on Apple Podcastshttps://podcasts.apple.com/us/podcast/the-retention-road/id1670687024🟢 Leave a rating on Spotifyhttps://open.spotify.com/show/0ZIB7LnUomx3OgYUBG1Ma1?si=2ea1d61076824f26Thanks for listening!
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