The Retention Road Deb Mukherjee

- 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 NOTES
0:19 - 1:35 Introduction
1:36 - 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/

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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 NOTES
0:00 - 1:17 Introduction
1:18 - 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 Bounty
24:39 - 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 - Outro

CONNECT 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/

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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 NOTES
0:19 - 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 Bounty
17:15 - 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/mmpurington

CONNECT WITH DEB MUKHERJEE
🐦 Twitter: https://twitter.com/debgotwired
📸 Instagram: https://www.instagram.com/debgotwired/
🖇️ LinkedIn: https://www.linkedin.com/in/debgotwired/

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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 NOTES
IntroductionSimon’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/

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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 NOTES
0:20 - 3:47 Introduction
3:48 - 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 Bounty
22:20 - 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 - Outro

CONNECT 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 Podcasts
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Thanks for listening!