Retention.com

Ever wondered what happens when some of the brightest minds in email and SMS marketing come together in Park City? Let me tell you—it’s nothing short of magic! ✨ At the Email Insider Summit earlier this month, I had the pleasure of meeting Tara Llewellyn (she/her), Email & Mobile Marketing Manager at American Eagle Outfitters Inc., and Alexandra Kehoe, Email & SMS Channel Manager at BBQGuys. These two powerhouses reminded me why I love this industry so much. Tara was all about the adventure. 🏔️ She couldn’t get enough of snowmobiling through the breathtaking Park City landscapes (seriously, those views!!) But she also walked away inspired by Michaels Stores' session on rebranding strategies—right in line with American Eagle’s plans for next year. Talk about being ahead of the curve! Alex, on the other hand, was energized by the networking opportunities, connecting with so many professionals across the email and SMS marketing world. 🤝 She was particularly inspired by SEPHORA’s insights into managing large customer bases, taking notes on how a major brand tackles email and SMS at scale. What struck me most was how Tara and Alex were both laser-focused on taking these learnings back to their teams to drive real innovation. It’s proof that these events aren’t just about the sessions (or the snowmobiles); they’re about pushing boundaries, swapping ideas, and leveling up as a community. To me, this is what marketing is all about: collaboration, inspiration, and growth. Can’t wait to see how Tara, Alex, and so many others turn these insights into action in 2025. 👏 What’s been the most game-changing thing you’ve learned at an industry event lately? Drop your ideas in the comments.

While enjoying the Taylor Swift Eras Tour in Toronto, I had the chance to chat with Julia Flood, Digital Marketing Coordinator of Email & SMS at Sur La Table. Like Taylor Swift, they continuously evolve both their brand and community by prioritizing the genuine connections customers feel with the brand. More importantly, the company is committed to serving their customers, not just themselves. We also discussed how they approach email and SMS marketing. Their secret? An “Always On Testing” method—constantly learning what resonates with their audience so they can confidently say, “I know this will work,” instead of, “I think this will work.” Let’s all take notes on that one. ✍️ Also, Julia’s favorite Taylor Swift song is Karma.

How does loyalty work in the sports world? 🏀 I had an amazing chat with Justin Price, Senior Manager of Multichannel Marketing for the Milwaukee Bucks Inc., and his insights on cross-industry learning were 🔥! Justin shared how much he’s loved connecting with folks from all sorts of industries and swapping ideas on what’s working for them. He’s super excited to bring those fresh ideas back to the sports world, especially since teams often have smaller staffs handling it all. For him, automation in 2025 is a game changer—making things smoother while keeping fans hyped, engaged, and loyal. Hearing how the Bucks are getting creative to level up the fan experience is exactly why these events are so awesome. It’s all about collaboration, growth, and finding fun new ways to stand out in 2025! What’s your 2025 strategy?

Hailey Bieber’s brand, Rhode, absolutely crushed Black Friday—by doing the opposite of what most brands do. No massive discounts, no flash sales. Just a killer product launch. On Black Friday, Rhode dropped their new travel set, and it was a massive hit with customers. What did they discover? They didn’t need to push a sale; they just needed to focus on launching quality products. Here’s the breakdown: - In 2023, they saw $3 million in Black Friday sales. Fast forward to this year, and they hit a whopping $20 million in sales. Huge difference. - For comparison, their competitor, Refy, took the traditional route with a 20% discount and pulled in $8 million in November. But it’s not just Black Friday where Rhode is shining. They’ve also proven their marketing expertise with their latest Holiday campaign. rhode skin drew inspiration from the iconic Grinch character, Cindy Lou Who, and teamed up with Swedish influencer Matilda Djerf for a campaign that’s getting all the attention. Matilda, with 3.1 million followers on Instagram, was the perfect face for the campaign. Her effortlessly chic style and huge following helped Rhode capture a wider audience, blending cultural references with a high-profile influencer. The result? A fun, aesthetically pleasing product campaign that’s likely going to sell out fast. Big shoutout to Lauren Ratner, Kelsey B. and the entire marketing team at rhode skin for this epic success. Can't wait to see what they bring to the table next year—and to learn from their genius marketing moves as always.

What does customer connection look like to marketing leaders at Foot Locker? Alissa Burnett got real about what community means at Foot Locker and how she works to connect with customers on a deeper level. For her, it’s all about understanding what matters most to their customers and building real relationships that go beyond just buying shoes. Her insights were a refreshing reminder of what makes marketing meaningful—creating connections that feel authentic and impactful. Of course, we couldn’t chat at a Taylor Swift show without talking favorite songs. Alissa’s top pick is August, but she’s also a fan of Style—and, honestly, every era gets her vote. Conversations like these remind me how inspiring it is to connect with leaders who are passionate about their work and their community. How do you engage with your brand’s community? Let’s hear it below.

What brands did you shop with this holiday season, and why? As a proud member of the Ecom/Retail community, I’m always looking for ways to support and celebrate the incredible brands and marketers in our space. This year, I want to intentionally shop e-commerce and champion the talent behind these amazing brands. Drop the name of the brand or tag the brilliant marketer behind it in the comments—I’d love to check them out!

Reporting from the Taylor Swift Eras Tour in Toronto, I had the chance to catch up with Prithvi T. from Tipsy Elves. Prithvi, the Director of Retention and Lifecycle, was the perfect person to chat with about Retention.com. I asked him what made him want to give our platform a try, and he had some great things to say! Prithvi shared that Retention.com has truly been a game-changer for them. They've been able to connect with users they wouldn’t have otherwise reached, which has significantly expanded their audience. Additionally, with our GROW tool, Tipsy Elves has experienced consistent growth in their email list year after year. Oh, and for the record—his favorite Taylor Swift song? Cruel Summer. Solid choice, Prithvi.

When powerhouse brands like like HexClad Cookware, Promix Nutrition, ALPAKA, and Nordic Naturals share their ecommerce predictions for 2025, you know it’s time to listen. Here’s what they are saying: 1 - AI isn’t just a buzzword—it’s the MVP. From crafting ultra-personalized marketing to optimizing ops faster than you can say “data-driven,” AI is where the magic’s happening. In fact, 84% of businesses say investing in AI is the key to staying competitive. 2 - Educational content is the new flex. Forget selling—brands are teaching. Customers want to know before they buy, and 70% say they’re more likely to trust brands that drop knowledge bombs. Think tutorials, tips, and “aha” moments that make them click “add to cart.” 3 - Channel-surfing isn’t just for TV anymore. Diversifying marketing channels is the strategy brands are loving right now. Why? Because reaching fresh audiences means exploring new platforms—like that one marketing channel you’ve been avoiding. (You know the one.) 4 - Brand identity is having its main-character moment. In a world of endless options, shoppers are falling for brands with personality. Nearly 90% of consumers say authenticity is a big deal when deciding where to spend their cash. 2025? It’s looking like a year of innovation, content glow-ups, and brands leaning hard into what makes them unique. What’s your prediction for 2025? Drop it in the comments below! 👇 Thank you Devon Lévesque, Ramiro Gomez, Dr. Jenelle Kim, and Jeremy Cervantes, CPA for sharing your thoughts!

Why ILIA Beauty Crushed Black Friday—and What You Can Learn From It. Let’s talk about one of the top trending brands this Black Friday Ilia Beauty. Honestly, it’s no shocker. If you’re an Ecommerce marketer, you probably know these stats: - 91% of consumers are more likely to shop with a brand that remembers their preferences. - 77% of consumers are willing to pay more for a personalized experience. And yet…most brands struggle to get personalization right. But not ILIA. They nailed it by rolling out a holiday gift finder that was next-level smart. It wasn’t just about throwing a quiz at customers and calling it a day. Nope. This was a tool that asked the real questions: - Who are you shopping for? - What are their personalities, age, and likes? - What’s your budget? This quiz made the shopping experience a breeze while quietly collecting golden nuggets of customer data. The result? Happy shoppers who found the perfect gifts effortlessly. Happy ILIA with actionable insights to crush personalization across all channels this holiday season and beyond. That’s what we call a win-win. And let’s be real: in a sea of beauty brands, this kind of thoughtful experience stands out. Major kudos to Cherene Aubert and Alexandra Salai for leading the charge. TAKEAWAYS In a crowded market, your edge isn’t always about a shiny new product—it’s about the experience. Personalization isn’t just a buzzword; it’s a must for building loyal, long-term relationships. Now, over to you, Cherene and Alexandra: How do you see personalization impacting LTV as we move forward in 2025? Can’t wait to hear your thoughts 🚀

Dollar Shave Club is not only a brand I love, but one that rewrote the playbook for the grooming industry. They didn’t outspend their competitors, they outsmarted them. From launching their viral video with founder Michael Dubin in 2012, to getting acquired by Unilever, their journey is something worth studying, especially if you want to learn how to disrupt an industry with a clear vision and bold branding. Here’s the 4-step breakdown: It all started with a simple idea: 1 - Offer affordable razors via subscription While other brands like Gillette were stuck in their expensive pricing models, Dollar Shave Club disrupted the market by offering a no-frills subscription model. No more overpriced razors or confusing pricing schemes. Just a simple, cost-effective subscription that delivered value. But here's the kicker: 2 - They nailed the power of storytelling Remember that iconic video? "Our Blades Are F**king Great." It wasn’t just an ad. It was a conversation. It was funny, it was relatable, and it was the opposite of the stiff, polished ads that their competitors were running. They hooked you in within the first 10 seconds, and the message resonated. 3 - And let’s not forget the simplicity of their offering. No gimmicks. No confusing pricing. Just straightforward razors delivered to your door. They simplified the process for customers, offering a model that addressed pain points and built trust through transparency. Their branding? Iconic and memorable. A simple logo, blue and white colors, and a bold, irreverent tone. They stuck to it, and it worked. 4 - They also mastered video marketing early Every video was quick, witty, and true to the brand’s fun, relatable personality. And it wasn’t just about selling razors—they used content to add value. Through blogs and a podcast, they offered entertainment and tips, not just products. TAKEAWAY So, what can we learn from Dollar Shave Club? 1 - Humor & Personality Matter: Authenticity and relatability go a long way in building a connection with your audience. 2 - Simplicity Wins: Clear, straightforward messaging can break through the clutter. 3 - Know Your Audience: Understand their pain points, and build a brand that speaks directly to those needs. 4 - Value Beyond the Product: Offer content and experiences that resonate with your audience—don’t just sell to them. Dollar Shave Club didn’t just disrupt the shaving market—they created a loyal following and redefined what it means to market a product in a fun, relatable way. What other brands do you think are following in their footsteps? Drop your thoughts below.