DTC POD - jess chan podcast

DTC POD jess chan podcast

Blaine Bolus 00:00:07 - 00:00:36

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Blaine Bolus 00:00:36 - 00:01:43

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Blaine Bolus 00:01:45 - 00:02:02

What's up, DTC Pod? Today we're joined by Jess Chan, who is the founder and CEO at Longplay and Backbone. So Jess, I'll let you kick us off. Why don't you tell us a little bit about yourself, your background, and what you're building at Longplay and Backbone.

Jess Chan 00:02:02 - 00:02:31

Thanks for having me, Blaine. I'm so excited to chat about all things retention in D to C. So quick background. Longplay is a full service retention marketing agency for D to C ecom Brands. We've been around for four and a half, five years now. We've worked with brands anywhere from pre revenue up to 500 million in annual revenue. Brands upscaled two, three x within 18 months and just across all the different verticals. So very well versed and experienced in all things retention in ecom.

Jess Chan 00:02:31 - 00:03:00

Backbone is our email strategy automation tool. So we essentially took all the work that we were doing, we were doing email and SMS marketing for brands, turned all that strategy into algorithms, and turned those algorithms into software. So that's our most recent kind of software tool launch that we started earlier this year. And before all of this, I was the in house CMO at a brand called Bestsoft Co. And that was kind of how I got my start in the e commerce world and got introduced.

Blaine Bolus 00:03:00 - 00:04:00

To all of well, yeah, and maybe that's a good place for us to start. And one of the reasons we were really excited to have you on the show today was because you've been doing retention as it pertains to direct to consumer ecommerce for a long time now. And obviously there's been a lot of focus on performance. Traditionally in D to C, things are moving towards retention. This is something that has been going on in SaaS and other industries for a while where you really focus on the customer journey and the data and the touch points and what's going on. But as it pertained to ecommerce, it wasn't really as prevalent because A, the tools weren't there, the performance was so easy to come by and you didn't need that level of optimization. But as we've been seeing retention optimization is all stuff that's really important in considering the whole customer's lifecycle and how they interact with your product. So why don't you take us back a little bit to your first foray into it, how'd you get started, what you start coming up with, and yeah, just give us a little background on that.

Jess Chan 00:04:00 - 00:04:40

Yeah, I'm personally just excited that people want to talk about retention now because I feel like I've been talking about it for years and no one cared and now it's like, yay, we're the cool kid in school. So it's amazing to see the industry kind of maturing. And when I first started in the ecom space, I started as a marketing assistant at bestselfco and then eventually became the CMO. And this was back in, I think it was like 2015, 1617 ish. And I think back then it's like we didn't realize how good we had it as an industry. Everything we touched turned to gold. You could run a few Facebook ads. You always had great ROAS and acquisition.

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