Ep 26: Lifecycle Email Strategy for Large Catalog DTC Brands | TWBERP

Jordan Gordon, Head of Retention at Pilothouse, breaks down a complete reframe of how brands should approach lifecycle email. Instead of using campaigns to broadly cast offers and triggers to react to clicks, Jordan makes the case for generating intent dynamically within the inbox.

Jordan reveals how brands can adopt a “continuation flow” that keeps customer discovery active for a full year—without needing constant manual input.

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Key Takeaways:

The difference between static vs. dynamic emails—and why you’re likely under-leveraging dynamic content.

How to flip the traditional email structure to show personalized product content at the top.

Why a “continuation flow” is essential for brands with large, growing catalogs.

How this flow increases monthly messages per user and revenue per email sent.

Why removing discounts and focusing on relevancy can improve retention ROI.

00:00:00 — Introduction

00:05:00 — Jordan introduces the intent-generation gap in typical email marketing

00:08:20 — “Flip your email: dynamic content on top”

00:11:00 — Jordan explains the “Continuation Flow Flywheel”

00:14:30 — The mechanics of a 1-year dynamic flow

00:17:40 — The real ROI: more emails per user, higher revenue per send

00:19:45 — “Plant the garden, tend the garden” metaphor

00:21:30 — Hot take on SMS vs Email

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#EmailMarketing #LifecycleMarketing #RetentionMarketing #KlaviyoFlows #DTCGrowth #CustomerRetention #DynamicContent #EcommerceMarketing #DigitalMarketingStrategy #MarketingAutomation #Personalization #MarketingTactics #DTCMarketing #Pilothouse #MarketingTips

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Work with Pilothouse: ⁠https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast⁠

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Listen to DTC Podcast: ⁠https://podcasters.spotify.com/pod/show/dtcpodcast