How Top Brands Make Millions With Email & SMS — Jason Donapel | Why Retention Starts Before Conversion, How To Build Trust, What Makes A Strong Email List, How To Craft The Perfect Welcome Email, Why Simple Emails Work Best, What Email KPIs Matter (#380) | Ecommerce Coffee Break – The Ecom Marketing & Sales Podcast | Podwise
How Top Brands Make Millions With Email & SMS — Jason Donapel | Why Retention Starts Before Conversion, How To Build Trust, What Makes A Strong Email List, How To Craft The Perfect Welcome Email, Why Simple Emails Work Best, What Email KPIs Matter (#380)
This episode explores practical strategies to enhance customer trust and retention in e-commerce. Against the backdrop of rising platform costs and the diminishing effectiveness of traditional advertising, the discussion highlights the critical need for businesses to shift their focus from solely acquiring customers to retaining them. More significantly, the conversation emphasizes building trust by migrating audiences from third-party platforms (like Amazon or Facebook) to channels the business directly controls (email, SMS, Discord, etc.), fostering stronger relationships. For instance, the guest advocates for creating a "syllabus" of brand information delivered through these channels, rather than relying on fleeting ad interactions. The importance of crafting a compelling welcome flow is stressed, with the suggestion of tailoring initial messages based on how customers initially opted in (e.g., discount vs. brand interest). Ultimately, this approach prioritizes building genuine brand fans over attracting short-term discount seekers, leading to improved customer lifetime value and a more sustainable business model. This means for e-commerce businesses that focusing on building a loyal audience through personalized communication on owned channels is crucial for long-term success.
