Hi! I’m Courtney, it’s nice to meet you. I’ve spent the last 6+ years in retention marketing in the DTC ecommerce space with brands like Brooklinen, Marlow Pillow, Palermo Body, FCTRY, and more. I’m passionate about marrying data-driven tactics with brand building and storytelling to create a more holistic retention program. At the end of the day, your retention program is more than just the emails you send — it’s the overall experience the customer has with your brand, start to finish.
As an expert in your space, can you share one small but actionable tip for brands?
For new brands, stop thinking about retention as JUST email and SMS. Retention includes branding, new products, promotions, CX, site, etc as well. If a customer has a bad experience in any of those areas, it doesn't matter how many emails you send them, you've already lost them.
Who’s your current brand crush, and what do you love about them?
Olipop has some great branding, emails, storytelling, socials, etc. I also love their products which is what matters the most!
How should someone approach you about working together?
I'm always open to new clients! For new client engagements, I like to jump on a 30-minute call to understand your current goals and state of your retention program and how I could help. I like to then start with an audit first to understand where the lowest hanging fruit it and then we can build out a partnership from there since there's not really a one-size fits all solution for every brands.
What’s your favorite data point to dive into? Why?
So many! I think my favorite metric to dig into is LTR/LTV. There are so many ways you can slice it in order to understand your customer more. For example, what acquisition channel do your highest LTV customers come from? What products do they buy? How long does it take for them to repeat, etc.
The goal is to have a large cohort of high-value customers so digging into who these people are, what they're buying, what makes them repeat, etc is crucial to replicate that as much as possible.