#89 Unlocking the Secrets of Retention Marketing with Josh Tay

Jonny Ross Fractional CMO

In this insightful episode, Jonny Ross dives deep into the intricacies of retention marketing with industry expert, Josh Tay of "No Limit Email." They discuss the importance of customer enablement, the nuance of offers, and how to bridge the gap between brand voice and customer desire.

Show Highlights:

The Shift in Retention Marketing

• Why retention starts even before customer acquisition.
• The importance of customer experience from the get-go.

Offers and Their Impact

• Dangers of running too many offers and the urgency dilution.
• Balancing the allure of quick cash with sustainable revenue.

Product Movement and Offer Testing

• Utilising apps like 'Cogs' to monitor product movement.
• How to strategise offers based on product performance.

Balancing Brand Voice and Customer Needs

• Understanding the balance between brand objectives and customer objectives.
• Why thinking from a customer's point of view is pivotal.

Customer Enablement: Beyond Retention

• The shift from just selling to truly enabling the customer.
• How to create enablement content to move customers closer to purchase.

Advertisements & Their Effectiveness

• The role of education and learning in ad content.
• Real-life examples of impactful ad content.

Topics:

• What is customer enablement in retention marketing?
• Dangers of running frequent offers in e-commerce.
• How to monitor product movement using Cogs app?
• Strategies for balancing brand voice and customer needs.
• Importance of enablement content in retention marketing.

Connect & Dive Deeper:

• Josh Tay on LinkedIn
• No Limit Email

Timestamps:

Retention Marketing and its Importance [00:01:24]

Explanation of what retention marketing is and why it has become important in today's digital landscape.

The Role of Zero Party Data [00:05:22]

Discussion on the concept of zero party data and how it helps in creating customized messages for customers.

Balancing Questions and Conversion [00:10:09]

Exploration of the balance between asking too many questions and getting valuable information from customers without putting them off.

The importance of retention marketing [00:11:38]

Discussion on the significance of retention marketing in generating revenue and the use of post-purchase communication to make up for lost acquisition.

Customizing messages based on customer data [00:13:10]

Exploration of how beauty brands can ask specific questions to understand customer goals and concerns, and tailor messages and product recommendations accordingly.

Using multiple channels for communication [00:18:36]

Explanation of how SMS, email, and direct mail are used together in retention strategies, with examples of welcome flows and win back flows.

The importance of content within emails [00:23:35]

The speakers discuss how the content within emails, such as entertaining and educational content, can make customers look forward to receiving emails and improve brand perception.

The danger of running too many offers [00:26:02]

The speakers talk about how running too many offers can train customers to expect more discounts, leading to decreased urgency and lower margins.

Customer enablement as a marketing strategy [00:31:17]

The speakers highlight the importance of creating enablement content that helps customers make better buying decisions, increasing trust and moving them closer to a purchase.

The importance of ad creative [00:32:28]

Discussion on the significance of creating informative and valuable ad creative to attract and engage customers.

The concept of customer enablement [00:33:21]

Exploration of the idea that retention marketing should start before acquiring customers and the role of customer enablement in connecting brand voice with customer stories.

Contact information and conclusion [00:34:05]

The host asks for the contact information of the guest and concludes the episode by summarizing the key takeaways and expressing gratitude.