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Most ecommerce brands are paying for every contact in the database, including the tens of thousands they have not mailed in a year. Then they mail them anyway, because they are paying for them. Channing Ferrer argues both halves of that are costing you money, and he has his own company's data to back the second half.
Brevo studied its customer base and found the brands sending the least email posted the highest conversion and click-through rates. The heaviest senders were worse on conversion, worse on click-through and worse on opens. Brevo bills by the message sent, so telling customers to send less costs them revenue. They say it anyway.
For a retention lead, a lifecycle marketer, or a founder still building the sends themselves, this is a conversation about where the money actually goes in a retention program. Channing spent six years at HubSpot running sales strategy through the run from $200 million to $1.5 billion in revenue, then ran sales at Semrush and led Brandwatch back to growth.
Discover More: https://www.brevo.com/solutions/enterprise/?utm_medium=partnership&utm_source=podcast&utm_campaign=podcast&utm_term=enterprise&utm_content=dtc-podcast-0926
What you get in 38 minutes:
- What changes when you stop paying for stored contacts and start paying for messages sent
- The mobile wallet as a retention channel, including how a loyalty card gets pushed a new offer and changes appearance on the lock screen
- Salomon's use of a wallet pass, and how the same mechanic works for a brand with no physical stores
- What Channing puts on a dashboard for a $20M ecommerce brand, and why send volume belongs near the bottom of it
- How Brevo customers run campaigns through Claude and ChatGPT over an MCP connection without opening Brevo at all
- The three ways a customer outgrows a pricing tier, and how Brevo handles each one
- Why loyalty points should reward a social post and not only a repeat purchase
Who this is for: retention leads, ecommerce founders, lifecycle marketers, and anyone weighing a move off Klaviyo or Mailchimp.
What to steal: pull volume off your primary dashboard and replace it with open rate, click-through rate, bounce rate and revenue per send. Then look at what your platform charges you for and ask whether it is charging for the list or for the work.
Timestamps:
00:00 Why personalized messaging converts better
05:00 How Brevo is using AI agents
07:00 Turning mobile wallets into a loyalty channel
14:00 Why sending fewer emails can drive better results
25:00 Building loyalty through customer advocacy
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