Customer Retention: Turn Unboxing Into a Marketing Channel & Keep Customers Coming Back with Mollie Woolnough-Rai, Penny Black

Maximising email sign-ups is the name of the game in our latest chat. We dive deep into the effectiveness of using mystery offers over straightforward discounts, revealing how this simple tweak can significantly boost opt-in rates. I recently tested this with a luxury home brand, and we saw a jump from 12% to 18% in email sign-ups, proving that a little mystery goes a long way. We also explore the importance of running A/B tests on pop-ups, focusing on elements like graphics and copy to see what resonates best with your audience. By the end, you'll be armed with practical strategies to enhance your email marketing efforts and truly optimise your approach moving forward.This insightful episode brings to light the often-overlooked power of email pop-ups in the eCommerce landscape. Shaan Arora, the founder of Alia, joins the conversation to shed light on how effective pop-ups can significantly enhance email sign-up rates and, ultimately, sales. He shares a recent success story where a simple pivot from standard discount offers to a mystery offer resulted in a remarkable increase in email opt-ins, demonstrating the effectiveness of curiosity-driven engagement. Sian's insights challenge the conventional wisdom that bigger discounts always lead to better results, revealing that the way an offer is presented can have a profound impact on customer behavior. Listeners are guided through the essential components of crafting compelling pop-ups, with Sian emphasizing the need for A/B testing to optimize every element. He discusses the common pitfalls brands face, such as neglecting the testing process or failing to update their pop-up designs. Through various examples, he illustrates how testing different graphics, copy, and offers can uncover hidden opportunities to boost sign-up rates and, by extension, sales. The episode underscores the idea that brands should approach pop-up strategies with the same level of optimization and analysis they apply to other marketing channels. The conversation also touches on the timing and context of pop-up displays, suggesting that brands should aim to present pop-ups within the first 10 seconds of a user’s visit to capitalize on their initial interest. Sian advocates for multi-stage pop-ups that engage users with relevant questions before asking for their email addresses, noting that this technique can lead to higher conversion rates. By the end of the episode, listeners are equipped with actionable strategies to refine their email pop-up tactics, ensuring they can effectively grow their email lists and enhance their overall marketing performance.Takeaways: Using mystery offers instead of fixed percentage discounts can significantly boost email opt-in rates. It's essential to test various elements of your pop-ups, like graphics and copy, to optimize performance. Running multi-stage pop-ups has shown to increase user commitment and improve signup rates effectively. Brands often overlook the importance of ongoing A/B testing for their pop-up strategies and should treat them similarly to ads. Zero party data questions can enhance engagement by tailoring the pop-up experience to customer interests. Timing is crucial; displaying pop-ups within the first 10 seconds of page load is generally recommended for optimal engagement. Chapters:01:22 - Introduction to Email Marketing and Popup Strategies11:30 - Multistage Pop-Ups and Best Practices18:18 - Testing Offers and Copy Improvements in Marketing22:26 - Transitioning from Popup Strategies to Insider Tips on Email Marketing24:25 - The Impact of AI on MarketingFind the notes here: https://keepopt.com/255Download our ebook >>...

Building a solid retention marketing playbook starts with understanding that your best ideas come from your customers, not from free templates or competitor research. In this episode, we dive deep into the importance of empathy in retention marketing and how it can significantly impact customer loyalty and revenue.In this engaging episode, we sit down with George Kapernaros, a retention marketing guru from Yocto, who brings a wealth of experience in helping brands enhance their customer retention strategies. The discussion kicks off with a critical examination of why understanding customer needs is the cornerstone of effective retention marketing. George emphasizes that the best insights do not come from generic research or competitor analysis but rather from directly engaging with customers to understand their experiences.He also shares statistics that highlight the importance of timely and relevant communication with customers. George advocates for a shift away from treating retention marketing as a series of one-off campaigns. Instead, he promotes the idea of creating comprehensive, empathetic, and multi-faceted customer journeys. By doing so, brands can not only improve retention rates but also enhance customer satisfaction and lifetime value.The conversation also touches on practical tools and methodologies that marketers can use to elevate their retention efforts. George introduces innovative technologies that facilitate interactive customer engagement, making it easier for brands to connect with their audiences meaningfully. He encourages marketers to tap into their internal knowledge and leverage customer feedback as a continuous source of insight. This episode serves as a powerful reminder of the evolving landscape of retention marketing and the importance of empathy, data-driven strategies, and customer engagement in fostering sustained business success.Takeaways: Your best ideas for retention marketing will come from understanding your customers, not from templates or competitor research. To impact customer retention, focus on creating empathetic messages that align with the customer journey rather than following a company calendar. Retention marketing should prioritize long-term customer understanding over short-term campaigns; it's essential to stay relevant after the sale. A successful retention strategy relies on collecting customer data to tailor messaging that resonates with their unique journeys and needs.Episode sponsored by Yocto. Book a call with George at keepopt.com/yoctoFind the notes here: https://keepopt.com/254Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Partnerships can be a game changer when it comes to boosting your conversion rates, and today we're diving deep into how to leverage experts to make that happen. We’ll be unpacking insights from Eric Sheinkop, co-founder of The Desire Company, who shares his unique approach to connecting brands with knowledgeable professionals rather than influencers or celebrities.The conversation begins with a critical look at the declining effectiveness of celebrity endorsements, as 67% of consumers report a lack of trust in such marketing tactics. Eric emphasizes that in a world where consumers are inundated with advertising, the need for authentic voices has never been greater. By collaborating with experts, brands can provide valuable information that resonates with potential buyers, ultimately driving conversions and sales.Listeners will gain practical insights into how to effectively implement expert-driven marketing strategies. Eric offers valuable tips on identifying the right experts for specific product categories and leveraging their knowledge to address consumer questions and concerns.Overall, this episode serves as a crucial resource for brands looking to enhance their marketing efforts by embracing expert partnerships and optimizing their conversion strategies.Takeaways: Leveraging expert partnerships can lead to significant increases in conversion rates and customer trust by educating consumers effectively. Using professionals from diverse fields, such as chefs or veterinarians, can enhance the authenticity of your marketing content. Expert-driven content performs better in lower funnel marketing, addressing consumer doubts and increasing purchase confidence. Investing in expert partnerships not only aids conversion but also enhances the overall customer experience on retail websites. Find the notes here: https://keepopt.com/253Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Starting an affiliate program can be a game changer for your business, and in this episode, we dive into the essential do's and don'ts to get it right the first time. Our guest, Kelly Morrison, shares her expertise on defining clear goals and expectations to kick things off effectively. Tune in for practical insights that will help you launch a successful affiliate program.In our conversation with Kelly, an affiliate marketing expert, we dive deep into the essential do's and don'ts of launching your affiliate program. She emphasizes the importance of defining clear goals and expectations right from the get-go. Knowing what you want to achieve—whether it's brand visibility, increased sales, or building relationships—will set the stage for your program's success.She stresses that quality is more important than quantity when it comes to selecting affiliates; it's better to have a handful of engaged partners than a large group who may not resonate with your brand. Furthermore, providing your affiliates with comprehensive marketing materials and support is crucial for enabling them to promote effectively.As we get further into the conversation, we explore the critical need for data-driven decision-making. Tracking performance metrics allows you to understand what's working and what needs adjustment. Kelly shares her insights on maintaining open lines of communication with your affiliates, which can significantly enhance their motivation and effectiveness. The episode wraps up with a list of pitfalls to avoid, including neglecting your affiliates and ignoring compliance issues.This thorough discussion equips listeners with the knowledge to not only start their affiliate program but to optimize it for lasting success.Takeaways:Tracking and measuring performance data is essential for driving decisions in your affiliate program. Define clear goals for your affiliate program to guide your setup and management effectively. Choosing the right affiliates is more important than having a large number of them. Provide affiliates with comprehensive marketing materials to ensure they can promote effectively. Find the notes here: https://keepopt.com/252Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Improving your affiliate marketing performance can feel like a daunting task, but we're breaking it down into five manageable steps that can really make a difference. So, let's get started on leveling up your affiliate marketing game!In our latest discussion, we break down five key steps to elevate your affiliate marketing strategy. First, we emphasize reviewing your publisher mix to ensure you’re targeting all segments of your audience effectively. This means utilizing tools available in your affiliate networks to identify any gaps in your current strategy. The second step focuses on identifying low-hanging fruit—those affiliates who drive traffic but yield low sales. By reaching out to these partners, you can often find ways to enhance their promotional efforts. Our third step is all about communication. We stress the importance of nurturing relationships with your affiliates through consistent and tailored messaging. This keeps your brand top of mind and fosters collaboration. The fourth step encourages attending networking events and engaging in educational opportunities. The affiliate marketing space is fast-paced, and staying informed about the latest trends and best practices is crucial for success. Finally, we wrap up with a discussion on the importance of monitoring industry trends, such as card-linked offers and the rise of brand partnerships, which can provide new avenues for growth. By following these steps, you can position your affiliate program for greater success and profitability.Takeaways: Your contact list is essential in affiliate marketing, make sure it's comprehensive. Identifying gaps in your publisher mix is crucial to optimizing affiliate performance. Maintaining regular communication with affiliates can significantly enhance your marketing effectiveness. Networking and continuous education are vital for staying ahead in the affiliate marketing game. Chapters:03:09 - Optimizing Your Affiliate Marketing Channel12:51 - Networking and Education in Affiliate Marketing17:40 - Optimizing Your Affiliate Program24:26 - Looking to the Future of Affiliate MarketingFind the notes here: https://keepopt.com/251Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Sam Thompsett is part of the team at award-winning marketing agency Genie Goals, who deliver all sorts of partnership marketing and advertising activity for eCommerce brands like Mamas and Papas, Bird and Blend and Industville.  In this episode, we discuss: The secret to turning influencer content into high-converting Meta ads Why whitelisting influencer ads outperforms traditional brand ads How to use affiliate and influencer partnerships to lower ad costs The three ad strategies that will boost your click-through rates  Dive in: [03:12] Influencer content boosts paid social. [07:33] Influencer whitelisting boosts ad success. [12:17] Audience alignment for broader reach. [13:33] "Brand Awareness Strategy Essentials" [14:59] Insider Tips from Sam!  Find the notes here: https://keepopt.com/250 Download our ebook >> https://keepopt.com/ebook "500 Top Tips to Make Your eCommerce Business More Profitable" ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Affiliate marketing is evolving rapidly, and in 2025, it's transforming from a traditional channel into a crucial payment mechanism and amplifier for other marketing efforts. In this episode, we're diving deep with affiliate expert Lee-Ann Johnston, who shares insights on what’s working in affiliate marketing and what isn’t. We discuss the importance of partnerships and the strategic approach needed to leverage affiliate programs effectively for your eCommerce store. Lee-Ann emphasizes that it's not just about throwing money at affiliates; it requires a thoughtful strategy and relationship management to avoid costly mistakes. As we explore the landscape of affiliate marketing, listeners will gain clarity on how to navigate this changing terrain and make informed decisions that can lead to greater success.As we dive deeper into the future of affiliate marketing with Lee-Ann Johnston, it’s clear that 2025 is set to reshape how businesses approach partnerships. Gone are the days when affiliate marketing was merely about driving traffic through links. Now, it’s about creating a comprehensive ecosystem where affiliates act as integral partners in the marketing strategy. Lee-Ann explains that affiliate marketing is shifting towards a 'partnership economy'—an environment where different forms of collaborations, from influencers to traditional affiliates, all play a role in promoting products and services. This change signifies that businesses must adapt their strategies to incorporate various types of partnerships and understand the unique needs of each.Lee-Ann emphasizes the importance of establishing a clear purpose before launching an affiliate program. She suggests that businesses should evaluate their readiness and the potential return on investment. This reflection is crucial, especially considering that many companies have previously launched affiliate initiatives without the necessary groundwork and ended up with disappointing results. The key takeaway here is that affiliate marketing isn’t a one-size-fits-all solution; it requires a tailored approach that considers the specific goals and resources of the business.Throughout the episode, Lee-Ann also discusses the critical shift towards performance-based payment structures, which not only incentivize affiliates but also align their efforts with the business’s success. By understanding that affiliates aren’t just external traffic sources but actual partners in growth, marketers can foster more sustainable and beneficial relationships that ultimately lead to better outcomes. Listeners will gain insights into how to effectively manage these partnerships, the importance of communication and transparency, and how to stay ahead in an increasingly competitive landscape. This episode is a must-listen for anyone serious about succeeding in the affiliate marketing space in 2025.Takeaways: Affiliate marketing has evolved into more than just a channel; it's a payment mechanism and a vital amplifier for existing marketing efforts. In 2025, successful affiliate marketing strategies will require a clear understanding of objectives and strong relationship management with partners. Investing in affiliate marketing is not free; it requires time, money, and resources to build effective partnerships and manage them successfully. The partnerships economy is growing, integrating influencers and customer advocacy into affiliate marketing strategies for better reach and engagement. Businesses must understand when to launch an affiliate program and ensure they have the necessary expertise to manage it effectively and responsibly. Affiliate marketing is a long-term investment that requires strategic planning and ongoing optimization to truly succeed. Find the notes here: https://keepopt.com/248<p...

Mollie Woolnough-Rai is the Senior Marketing Manager at post-purchase specialists Penny Black. For over 6+ years she’s been focused on helping DTC brands find the best ways to build CTLV and long-term, sustainable revenue.&nbsp;&nbsp;In this episode, we discuss:&nbsp;The secret to turning unboxing into a powerful marketing tool 🎁&nbsp;Why the post-purchase experience matters more than you think 📦&nbsp;How personalized packaging can drive repeat sales &amp; brand loyalty 🔑&nbsp;The game-changing way to blend digital marketing with physical touchpoints 📲&nbsp;&nbsp;Dive in:&nbsp;[03:14] Retail roots to content strategy.&nbsp;[06:37] Rethinking customer retention strategies.&nbsp;[10:45] Optimizing first impressions for conversion.&nbsp;[13:49] Blending traditional sales with modern tech.&nbsp;[18:50] Skincare unboxing: enhanced customer experience.&nbsp;[22:45] "Enhancing Post-Purchase Communication"&nbsp;[23:49] Klaviyo integration for enhanced email personalization.&nbsp;[26:20] Insider Tips from Mollie!&nbsp;&nbsp;Find the notes here: https://keepopt.com/248Get your Personalised Retention Playbook from YOCTO &gt;&gt;&gt; https://keepopt.com/yocto ****Get all the links and resources we mention &amp; join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&amp;A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor &nbsp;

Nicky Lomax is a CRM specialist – spending 10 years at marketing and data agency more2, creating both acquisition &amp; retention data strategies for BIG retail brands like Loaf, Charles Tyrwhitt, Book People, Joules, Sweaty Betty, and hush!! She now works brand side most recently running CRM projects at The Perfume Shop, Yoto, This Works and Ted Baker.&nbsp;&nbsp;In this episode, we discuss:&nbsp;🔹 How to know when it’s time to upgrade from email marketing to a full CRM&nbsp;🔹 The biggest data mistakes businesses make—and how to fix them fast&nbsp;🔹 Why your CRM might be hurting customer retention instead of helping it&nbsp;🔹 The secret to tracking performance and making your CRM work smarter&nbsp;&nbsp;Dive in:&nbsp;[06:06] Experiencing retail process firsthand.&nbsp;[08:57] Business structure impacts effectiveness.&nbsp;[11:15] Building cross-functional business relationships.&nbsp;[15:15] Back to basics: tech fundamentals.&nbsp;[19:07] Evaluating data reporting systems.&nbsp;[21:37] "AI Algorithms Overtaking RFM Strategies"&nbsp;[23:29] Insider Tips from Nicky!&nbsp;&nbsp;Find the notes here: https://keepopt.com/247Get your Personalised Retention Playbook from YOCTO &gt;&gt;&gt; https://keepopt.com/yocto ****Get all the links and resources we mention &amp; join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&amp;A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Matthew Holman runs Subscription Prescription and is obsessed with getting subscription eCommerce right. Helping brands via his newsletter, podcast and fractional subscription leadership consulting.&nbsp;&nbsp;In this episode, we discuss:&nbsp;The #1 mistake brands make when setting up subscriptions (and how to fix it!)&nbsp;Why offering a free gift beats discounts for keeping subscribers longer&nbsp;The crucial 14-day window that makes or breaks customer retention&nbsp;How to turn your best customers into super fans who buy more and refer others!&nbsp;&nbsp;Dive in:&nbsp;[05:12] Subscription isn't just retention.&nbsp;[08:35] Subscription strategy debate.&nbsp;[09:29] Boosting subscription conversions strategies.&nbsp;[15:26] Enhancing subscription offers effectively.&nbsp;[18:12] Discount strategy beyond price cuts.&nbsp;[20:38] Effective email engagement strategies.&nbsp;[24:48] Maximize value from super customers.&nbsp;[27:51] Insider Tips from Matthew!&nbsp;&nbsp;Find the notes here: https://keepopt.com/246&nbsp;&nbsp;&nbsp;&nbsp;Get your Personalised Retention Playbook from YOCTO &gt;&gt;&gt; https://keepopt.com/yocto ****Get all the links and resources we mention &amp; join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&amp;A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor