DTC POD - jess chan podcast

1️⃣ One Sentence Summary

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Exploring email marketing automation and retention strategies for DTC brands.

🎞️ Clipfinder: Quotes, Hooks, & Timestamps

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Jess Chan 00:05:55 00:06:17

E-Commerce Industry Reality Check: "I think actually what happened was it was actually just very inflated and right now all that's happening is it's maturing as an industry. We're being pushed to apply and develop more sophisticated and solid foundations as a business model in terms of finding product market fit, understanding your audience, having acquisition strategies, but also having retention strategies."

Jess Chan 00:06:38 00:07:18

Email Marketing Insights: "Back when I was at Bestseller, we always made a ton of revenue through email marketing. And I think I always say, I feel so lucky that that was the first foray into ecommerce because we were selling journals and card decks and kind of notepads and they were amazing products, amazing brand, amazing community, but there was absolutely no moat around those products. We were literally selling the lead magnet of like a printable version of the journal for free. So the only thing that you really had was marketing and storytelling and really understanding your customer mindset because when they can just get the product for free, like, what else is there? Even though the product is amazing."

Jess Chan 00:11:46 00:12:03

E-commerce Email Marketing Essentials: "Let's just get the basic email stuff set up is like make sure you have your email capture, make sure you have your absolute basic flows. Like your welcome flow, active on site browse, abandonment flow, add to cart flow, abandoned cart flow, post purchaser, you don't even need a win back flow yet pre launch because there's nothing to win back."

Jess Chan 00:12:52 00:13:13

Maximizing E-commerce Retention Strategies: "This is when you're also going to want to start setting up things like cross sells, replenishment reminders. If you have subscription, you want to start upselling customers subscription. So now you're kind of getting a little bit more strategic with retention around, actually getting customers from one purchase to two and just kind of like fleshing out each of those flows a little bit more and that'll still get you pretty far."

Jess Chan 00:14:07 00:14:18

Strategic Marketing and Customer Engagement: "How do you be a part of the conversation that's happening and how does that conversation change? Or how do your customers think about your industry, your products differently at different times of the year? That's when campaigns become a lot more strategic."

Jess Chan 00:15:38 00:15:49

E-Commerce Strategies: "So I personally like to think about tools kind of like the little booster mushrooms in Mario Kart where it just gives you a little extra speed on certain areas of the customer lifecycle."

Jess Chan 00:27:02 00:27:20

Effective SMS Marketing Strategies: "The core of how we approach retention is flipping from a channel specific to a customer centric approach, which is instead of saying, hey, what's our email strategy, what's our SMS strategy, what's our direct mail strategy? We're saying what's the customer lifecycle? What's the journey? Where are they getting stuck on? What do they need to receive? And then what's the best channel to send that message?"

Jess Chan 00:32:22 00:32:30

Customer Segmentation in Marketing: "But someone who's bought one T shirt versus ten pairs of pants, that is actually probably two different types of customers that need to go down different customer journeys."

Jess Chan 00:34:00 00:34:12

Ecommerce Marketing Strategies: "The way we think about direct mail is if we just look at back at business fundamentals, email is the cheapest out of the three channels, SMS is the second cheapest, and then DirectMail is the most expensive."

Jess Chan 00:37:37 00:37:44

Marketing Strategies: "the medium dictates the message, which I think is like, o'gilby, like 101 type marketing mindset."

🔑 7 Key Themes

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1. Mechanics of Backbone automation tool 2. Importance of retention in e-commerce 3. Ecosystem approach to marketing 4. Prioritizing growth stages in businesses 5. Overview of HubSpot Sales Hub 6. Utilizing various marketing platforms/tools 7. Effective customer segmentation and engagement strategies

💬 Keywords

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Backbone, email marketing, marketing automation, DTC e-commerce, optimized email layouts, Figma, Longplay, retention marketing, brand building, acquisition marketing, business growth, revenue growth, segmentation, loyalty programs, affiliate programs, subscription programs, More Staffing, HubSpot Sales Hub, ChatSpot, Customer ecosystem, Octane, direct mail, clear headlines, value propositions, customer behavior, Klaviyo, Sendlane, Skio, Postpilot, Aftercell

Interview Breakdown

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In this invaluable episode, Jess Chan, the founder and CEO of Longplay, joins us to dive deep into the world of retention marketing and how it has become the cornerstone for e-commerce growth. Discover the secrets behind successful direct-to-consumer strategies and the innovative tools that are changing the game. Today, we'll cover: - The evolving landscape of direct-to-consumer e-commerce and why retention is the new acquisition. - How Backbone automates email strategy, making sophisticated retention tactics accessible to early-stage brands. - The "Triad" of buyer intent flows and the common pitfalls many brands face in customer engagement. - The strategic integration of tools like Klaviyo, Attentive, and Postscript to build a robust marketing ecosystem. - Valuable insights on segmenting your audience and choosing the right channels for different stages of the customer lifecycle. Join us for a masterclass in retention marketing that could redefine the way you approach e-commerce. Jess Chan's expertise might be the catalyst your brand needs to foster lasting customer relationships and escalate to new revenue heights.

📚 Timestamped overview

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03:00 Retention in D to C eCommerce: A shift towards focus.

06:38 Email marketing at Bestseller generated significant revenue. Retaining and understanding customers was key. Longplay emerged as a result.

10:39 Retention marketing is not the same as acquisition.

12:40 Optimize email flows, upsell subscriptions, strategic campaigns.

15:38 Boost tools for customer lifecycle, loyalty programs.

18:16 Focus on fewer channels and execute well.

23:38 Exciting news! Dtcpod joins HubSpot podcast network.

26:34 Check SMS attribution settings for accurate analysis. Focus on customer-centric approach for SMS marketing.

29:19 Brands must consider immersive customer experiences.

32:22 Different customers, different journeys, different needs.

37:31 Medium dictates message; optimize design for impact.

40:59 Automating email marketing strategy development and improvement.

41:57 Backbone plans email marketing, optimized for conversion.

❇️ Key topics and bullets

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1. Introduction to Backbone - Overview of the tool and its functions - Its unique position in the market - Benefits for customers and email marketers - Compatibility with design programs like Figma 2. Insights on Retention Marketing - Comparison between acquisition and retention strategies - Gradual progression of strategies with revenue growth - Importance of loyalty, affiliate, and subscription programs - Differentiated needs and behaviors of various customer groups 3. Role of Varioius Strategical Tools - More Staffing and its offerings - Discussion about HubSpot Sales Hub - Tools for quizzes, surveys, direct mail, and other communication channels - Recommendations for email and SMS platforms 4. Longplay's Journey & Growth - Longplay’s transition from email & SMS marketing to diversified sectors - Development of a retention ecosystem for ecommerce brands - Integration of various strategies for customer retention. 5. In-depth look at subclasses of strategies in Retention Marketing - Importance of loyalty programs in customer engagement and sales - Understanding of different buyer intent flows - Use of SMS in retention and adoption strategies - Importance of cycle and channel selection for messages 6. Use of Data in Retention Strategies - Source and types of data used for strategizing - Priority on behavioral data for boosting customer engagement - Doubts and considerations on the effectiveness of preferential data 7. Demonstrations of Successful Strategies - Tactics to rectify and optimize existing setups - Case examples of different brands with engaged customer retention strategies. 8. Podcast Association Announcement - Dtcpod's partnership with the HubSpot podcast network

🎬 Reel script

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"On the latest episode of DTC POD, we had Jess Chan from Longplay. We talked about the growing importance of retention marketing in the DTC ecommerce industry. We discussed how tools like Backbone are revolutionizing e-mail marketing and creating foolproof strategies for emerging brands. Jess emphasized the importance of building a retention ecosystem right from the start. We also talked about smart ways to segment your audience, identify different customer behaviors, and execute effective lifecycle campaigns. If you want insights on strategic tools for email, SMS, loyalty programs, and more, this episode is a must-hear!"

✏️ Custom Newsletter

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Subject: Unlock Powerful Retention Strategies! New Episode of DTC POD Live Now! Hello DTC POD Champ, Get ready to update your playlist, because we have a new episode jam-packed full of actionable wisdom. We're excited to introduce “Jess Chan Turbo4,” where our guest, Jess Chan, shares the ins and outs of her latest innovation, Backbone, an email strategy automation tool. It's such an exciting chat, you won't want to miss out! What to Expect in This Episode: 1️⃣ We delve into the power of email marketing strategy development through automation - and how Backbone can revolutionize your strategy with its thousands of unique campaign ideas. 2️⃣ Jess Chan, founder and CEO of Longplay, explains how retention marketing is an ecosystem approach and why it's now crucial for growing e-commerce brands. 3️⃣ Learn all about identifying different customer groups and how using tools like Octane can help give you the insights on your customers you've been searching for. 4️⃣ Understand how direct mail can fit into your multi-channel approach and how to effectively use this medium to capture attention and drive action. 5️⃣ Find out about the best tech tools for brands at different stages, from Klaviyo and Sendlane for email and SMS, to Skio and Postpilot for subscription and direct mail. Fun Fact From the Episode: Did you know Backbone has a database of 7000 unique campaign ideas? Imagine the possibilities for your DTC e-commerce brand with that arsenal! A Final Note: E-commerce is now moving beyond acquisition to nail down strategies that retain customers long-term. Do you want to thrive in this industry? Start beefing up your retention strategy. Tune into this episode and get on the fast track to superior retention today! Call-To-Action: If you find yourself nodding along with our episodes, don't forget to subscribe, rate and review DTC POD. Every like, share, and listener helps us bring you more of the content you love. Until next time, stay turbo-charged! The DTC POD Team

🐦 Business Lesson Tweet Thread

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1/15 Imagine building an email marketing strategy without sweating the details. Automation is the present and the future, and trust me, it's a game-changer for DTC e-commerce brands. 2/15 Let's talk about Backbone. It's not your everyday ESP. It's a tool designed to automate the thinking process of an email marketer. Ensures you skip the novice stage and dive straight into the expert domain. 3/15 This tool can whip up a customized email marketing calendar based on your unique business parameters. Every brand, big or small, gets their very own meticulously crafted campaign calendar. 4/15 Ever struggle to brainstorm campaigns? Backbone's got you covered! It pulls unique campaign ideas from a 7000-strong database specifically for DTC e-commerce brands. It's like having a 24/7 brainstorming partner. 5/15 Found a campaign layout you like? Export it to your favorite design programs. It's that simple. 6/15 Now, let's shift gears and dive into the world of retention. Trust me, in today's e-commerce climate, retention is the new acquisition. It's about nurturing relationships, not just selling products. 7/15 Brand building isn't a late-stage strategy; it needs to be present right from the birth of your business. Retention marketing is the core of that strategy. 8/15 Retention marketing isn’t a one-size-fits-all strategy. It evolves as the brand grows. Focus on setting up basic email flows in your early stages, sparing minimal resources on acquisition. 9/15 As the brand grows, implement more extensive flows, campaigns, and strategies to improve retention. At significant milestones, add strategic calendars and advanced segmentation to refine your approach. 10/15 Expand retention strategies beyond email marketing. Test different channels like direct mail and employ tools like post-purchase upsell apps. Each has its role to play. 11/15 Loyalty programs, affiliate marketing, subscription programs may seem complex. Strategically deployed, they can change the game. 12/15 As your brand matures, tools play a pivotal role. They streamline various functions and add value. Choosing strategic execution should be around abilities and experiences, not just cost-effectiveness. 13/15 The success of an e-commerce brand isn't achieved overnight. It's a cathedral built brick by brick, skillfully leveraging tools to fix leaks and streamline setup. Remember, Rome wasn't built in a day. 14/15 Don't underestimate the power of SMS in your retention strategies. Keep your messages focused, and precise. That being said, don’t neglect email and direct mail—they each have a distinct role in customer engagement. 15/15 In conclusion, a successful retention ecosystem relies heavily on behavioral data, engaging offers, and strategic campaigns. Remember—always put your customer at the center of your strategy and continue to innovate.

🎓 Lessons Learned

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1. "Harnessing Backbone for Email Marketing" - Learn strategic email marketing automation using Backbone for optimal conversion and client engagement. 2. "Retention Over Acquisition" - Understand why retention marketing is increasingly essential for growth in the e-commerce industry. 3. "Building an E-commerce Brand" - Discover the best ways to establish and scale your brand right from inception for long term success. 4. "Advanced Revenue Strategies" - Delve into strategic campaign planning and segmentation at higher revenue levels. 5. "Exploring Further Retention Tools" - Investigate different strategies like post-purchase upsell apps and direct mail for improved retention. 6. "Incorporating Complexity Strategically" - Learn how to cleverly deploy more complex programs like loyalty and subscription programs as growth continues. 7. "Customer Segmentation Insight" - Understand the importance of identifying distinct customer groups for targeted marketing strategies. 8. "Testing Direct Mail Efficacy" - Find out the benefits and drawbacks of direct mail as a channel, and the best audiences to test it on. 9. "Strategic Tool Selection" - Learn the effective selection and utilisation of tools and platforms for various marketing channels. 10. "Effective Buyer Intent Flows" - Discover the significance of active on-site and add to cart flows in customer retention.

💎 Maxims

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1. Always prioritize retention over acquisition in your marketing strategy. 2. Understand customer behaviors and needs to tailor your messages effectively. 3. Ecommerce growth requires a systematic, ecosystem approach. 4. Test different marketing channels such as direct mail, email, and SMS to find the most effective medium for your brand. 5. When starting out, focus on executing a few channels well rather than being present on all platforms. 6. Your marketing tools should not only be functional but also backed by a knowledge team experienced in the e-commerce space. 7. Testing and analyzing the ROI is essential before scaling up your campaigns. 8. The customer lifecycle should guide the selection of appropriate communication channels. 9. Aim to create a comprehensive, immersive customer lifecycle experience. 10. Use behavioral data about your customers to drive strategy and improve engagement. 11. Always consider the cost-effectiveness of your chosen marketing channels. 12. Integrate strategic tools like Backbone and others for effective retention. 13. When building your brand, implement strategies that can scale with your growth. 14. Make use of strategic integration and use it to drive sales and reduce churn. 15. Advanced segmentation and a strategic campaign calendar should be part of your planning as your brand revenue increases.

🌟 3 Fun Facts

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1. Backbone, an email marketing automation tool created by Longplay, has a database of 7000 unique campaign ideas for DTC e-commerce brands, offering an expansive array of possibilities for innovative marketing strategies. 2. Longplay started by focusing on products that could be acquired for free and through compelling storytelling and effective marketing, they learned how to effectively engage and retain customers, eventually expanding to other areas such as supplements, pet food, and apparel. 3. In the realm of email and SMS marketing, Klaviyo is the leading platform, however, there's also a platform called Sendlane which is popular amongst smaller brands, showing that the marketing industry has various tools tailored to different size businesses.

📓 Blog Post

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Title: "Optimizing Retention Marketing with Jess Chan on DTC POD" Subheader: "Emerging email marketing trends and tools for maximizing customer retention" Introduction: On a recent episode of DTC POD, we were fortunate enough to sit down with Jess Chan, the CEO and founder of Longplay. As a pioneer in retention marketing for direct-to-consumer e-commerce brands, Jess gave insights into her agency's unique approach, including their product Backbone which leverages data and creativity to maximize customer retention. Section 1: Longplay's Evolution Longplay initially specialized in email and SMS for products that could be found at no cost, walking the length to figure out customer engagement and retention strategies through creative marketing and storytelling. As they grew, they branched into other areas such as apparel, pet food, and even supplements, exploring how they could create a comprehensive retention ecosystem for e-commerce brands. Section 2: Retention Marketing Tools Explained Longplay deploys a suite of tools to underpin its marketing strategies. Among them are Octane, for quizzes and post-purchase surveys, that provide useful information about consumer behavior. Then comes Postpilot, used for direct mail efforts. Jess also recommends tools such as Klaviyo, Sendlane, Attentive, and Postscript for email and SMS communications, and Skio for subscription brands. Each tool's strategic application and the team's experience in the e-commerce space are weighed as principal considerations during selection. Section 3: Backbone: Automating Email Marketing Strategy Understanding the pain points of founders in retention and email communication, Jess and her team developed Backbone. This tool automates email marketing strategic thinking, enabling users to input their details such as industry type, business size, and SKUs, to generate a personalized email marketing calendar. The aim is not to replace existing ESPs or template builders but to automate the methodical thinking of an email marketer. Section 4: Loyalty Programs and Customer Retention Positioning loyalty programs as strategic components of a brand's ecosystem is critical for driving sales and product adoption, while simultaneously reducing churn rates. Jess discusses the importance of considering customer life-cycles, and aligning the communication channel, be it via email, SMS, or direct mail, according to each messaging need. Section 5: The Importance of Testing and Evaluating ROI Jess emphasizes the crucial role of testing campaigns for a set timeframe before scaling up. Key to their success is identifying opportunities to fix existing setup issues and getting brands back on track. For example, many brands, surprisingly, lack active on-site and add-to-cart flows which are crucial for customer retention. Conclusion: Putting Retention Marketing into Perspective As the digital retail world matures, the focus has increasingly shifted from customer acquisition to retention. Jess illustrates this trend with insightful strategies that can help direct-to-consumer e-commerce brands maximize their customer lifecycles. It's not about being present on every channel at once, but choosing a few and executing them effectively. Mastering this balancing act creates an immersive experience for customers, ultimately boosting brand loyalty, reducing churn, and optimizing customer value over time. Tune into the DTC POD episode "Jess Chan Turbo4" for the complete discussion with Jess Chan, now part of the HubSpot podcast network.

🎤 Voiceover Script

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"In this episode of DTC POD, we had a riveting discussion with Jess Chan about the importance of retention marketing for DTC e-commerce brands. We delved into how automating email marketing strategies and using tools, like Backbone, can drastically improve campaigns and conversion rates. We emphasized how, as a brand grows, it's crucial to shift focus from acquisition to retention, applying tools like loyalty programs, direct mail, and even SMS marketing. We also discussed the employment of customer segmentation and behavioral data to optimize engagement and enhance customer lifecycle experiences. Stay tuned with DTC POD, part of the HubSpot podcast network, to discover more strategic insights!"

🔘 Best Practices Guide

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In the episode "Jess Chan Turbo4" on DTC POD, Jess Chan discusses the importance of retention marketing for flourishing e-commerce brands. Key strategies involve working on the basic email setup and flows first, and as the brand grows implementing more complex campaigns for improvement. At higher revenue marks, it's crucial to develop a strategic calendar, execute advanced segmentation, and test different channels. Long-term strategies should include well-execemented loyalty, affiliate, and subscription programs. Tools recommended throughout the episode include Backbone, Octane, Klaviyo, Skio, and Relo among others. Running a successful campaign involves a mixture of behavioral data usage and consistent testing cycles. Effective channel utilization - be it email, SMS, or direct mail, and creative captivation are emphasized. Jess stresses the significance of integrating different strategies and choosing tools based on execution strategy and platform experience.

🎆 Social Carousel: Do's/Don'ts

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Slide 1: "10 Tips Every Retention Marketer Needs to Know" Slide 2: "Rethink Acquisition" - Start with basic email setup and flows, direct resources to retention over acquisition. Slide 3: "Know Your Growth" - Develop strategic campaign calendars and advanced segmentation as your revenue increases. Slide 4: "Test Channels" - When your revenue hits low eight figures, try other channels like direct mail to improve retention. Slide 5: "Differentiate Customers" - Identify groups of customers based on their purchasing behaviors and needs for targeted campaigns. Slide 6: "Leverage Tools" - Use different retention tools for email, SMS, repeat purchases, and loyalty programs. Slide 7: "Think Integration" - Ensure all your retention strategies are interconnected to maximize their impact. Slide 8: "Start Small" - For brand beginners, it's better to focus and perform on a few channels rather than spreading too thin. Slide 9: "Monitor Performances" - Regularly test and evaluate the ROI of your campaigns before scaling up. Slide 10: "Know Your Flows" - Consider the customer lifecycle when using channels such as email, SMS, and direct mail for customer engagement. Slide 11: “Understand Data” - Utilize your behavioral and preferential customer data strategically to improve customer engagement.

🎠 Social Carousel

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Slide 1: Cover - "10 Email Marketing Nuggets every DTC Brand Needs to Know". Slide 2: "Automate Strategizing" - Prioritize campaigns, build layouts, and analyze data using tools like Backbone. Slide 3: "Customized Calendar" - Generate an email marketing calendar suited to your business needs efficiently. Slide 4: "Retention is Key" - Prioritize retention marketing in your growth strategy. It's an essential ecosystem approach. Slide 5: "Basic Beginning" - Start with basic email setup and flows, and gradually step up your marketing efforts. Slide 6: "Segmentation Strategy" - Develop advanced segmentation and strategic campaigns as your brand grows. Slide 7: "Testing Channels" - Consider testing different channels like direct mail in advanced stages for improved retention. Slide 8: "Loyalty Programs" - Complex strategies like loyalty & subscription programs can significantly boost brand growth when deployed sensibly. Slide 9: "Data Application" - Utilize behavioral and preferential data to enhance customer engagement and improve brand performance. Slide 10: "CTA - Join the Retention Revolution" - Listen to the DTC POD on HubSpot podcast network for more insights.

One Off Tweets

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Tweet 1 Retention in e-commerce is not an option; it's a necessity. Evolve or watch your brand get left behind in the maturing landscape of DTC. Tweet 2 Founders, relief is here! With Backbone's automated email strategy, you can finally focus on your vision instead of drowning in campaign details. Tweet 3 Unlock the secret to customer loyalty. Integrating a strategic loyalty program isn't just about sales; it's about creating a community that cherishes your brand. Tweet 4 Overlooked by many, the power of direct mail in a digital age is the golden ticket to re-engaging your audience. It's not old-fashioned; it's a classic reborn. Tweet 5 Early-stage brands, take note: mastering a few marketing channels is your ticket to growth. Don't dilute your efforts; concentrate and conquer. Tweet 6 Email setups and flows - the unsung heroes of customer retention. It's not about how many you have; it's whether you're utilizing them effectively. Tweet 7 When data leads the dance in customer retention, every step is a step towards relevancy, engagement, and ultimately sales. Tweet 8 Before launching into every channel, pause. Narrow your focus, perfect your execution, and then watch your brand's influence grow exponentially. Tweet 9 Personality in marketing is everything. Customers don’t just buy products; they buy stories, experiences, and a feeling of connection. Tweet 10 Testing isn't just a phase; it's an ongoing conversation with your market. Iterate with purpose and your campaigns will thrive on the insights gained.

Twitter Post 1

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Did you know focusing on just two key email flows could unlock hidden potential in your customer retention? 💡 Active On-Site & Add to Cart Flows Most brands overlook these compared to Browse Abandonment and Abandoned Cart. It’s a retention secret waiting to be tapped! 🗝️✨

Mindsets

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Transforming the way you approach retention marketing could be the difference between plateauing sales or achieving substantial growth for your DTC brand. Here are key mindset shifts that can empower your strategy:

💭 Evolve from acquisition-centric to retention-focused. Resist the outdated temptation to allocate the majority of your resources solely to customer acquisition. Embrace the long-term value of existing customers by investing in retention tactics such as effective email marketing and personalized engagement strategies.

💭 Ditch one-size-fits-all marketing in favor of intelligent automation. Swap out generic campaigns for a data-driven, tailored approach using tools like Backbone to automate your email marketing. This equips you to deliver relevant content that resonates with individual customer preferences and behaviors.

💭 Swap superficial segmentation for deep integration. Move beyond basic segmentation silos—think not just in terms of who your customers are, but how they interact with your brand ecosystem. Utilize integrated retention strategies with loyalty and repeat purchase programs to cultivate a loyal customer base that grows with your brand.

These shifts in thinking aren't just theoretical—they're actionable strategies that you can master and apply through structured learning. To guide you in refining these skills, my new course, "Powerful Listening: How to Harness Your Most Essential Skill," is here to usher in a new era for your business communication and marketing prowess.

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