Vicente Beltran | Retention Marketing

@heyitsalexP How to decide if and when to switch careers within the commerce realm would be an interesting one. Like how do you determine where there's more opportunity for growth, influence on a company's growth, etc.

Now that NBP is unsponsored, I think I'll do a spicy/uncensored career advice newsletter. Potential topics: - How to get promoted - How to find/hire good employees - How to switch careers Any other questions you want me to cover?

@heyitsalexP Congratulations!

New baby just dropped. Chloe Greifeld was born early this morning. Everyone is doing well.

@rokhladnik Me every time I hear that. And wait for the "email has an average return of $32 for every dollar spent".

"Retention is the new acquisition" LMAO 😂😂😂

@subscriptiondoc The interesting thing about retention is that it's embedded in every aspect of a brand.

Great retention feels complicated, but it starts with customer experience. When you onboard and educate customers, demonstrate value, and regularly delight them, you'll keep them.

@jsappington That's good to know. I was just thinking there was something off about click rates for some brands last week or so. I'll double check and report back.

We're seeing increased click rates coming from Apple users across a good portion of our book. I'm 95% sure this is a bug, but if you've noticed this trend too, I would just consider it noise at this point

@AlexaKilroy @wearkizik I also love that they offer free socks as an email sign up incentive instead of the usual 10% off. Adds value instead of devaluing the brand.

This is SUCH a good pre-launch-teaser social post. - blurred image of new release in background - fun/scroll-stopping emoji keyboard with custom sneaker emojis that look like the new release - smart captioning to drive engagement 🔥 S/o to @wearkizik’s SMM.

@AlexaKilroy @KITH That's brilliant and the way to go! I wish every brand put as much thought and effort into their loyalty programs as Kith does.

This is a message for everyone who treats loyalty programs like they're a joke: today's @KITH announcement should be a serious wake-up call for you. Here's why. 👀 I've loved Kith for years, so I've already been on the higher end of the LTV spectrum. But there's no doubt in my mind that Kith's new loyalty program is going to turn tens of thousands of happy customers into brand evangelists. And for the slice of their 3M Instagram followers that haven't purchased yet (let alone how massive their owned lists are), the program's new benefits are the perfect incentive to buy - and later fall in love with a new favorite brand. So, what's so genius about their program? In no particular order... 1) You need to download the Kith app to get started. Paging my pals at @tapcart_app here, but there's a solid amount of data to show that getting your customers to download and shop from a mobile app can drastically improve your CVR, AOV, and RPS. Kith will be able to nudge customers to purchase when they're close to unlocking certain benefits with push notifications, as well as deliver extremely personalized shopping experiences. Amazeeeeee. 2) Kith's rewards program offers customers more than just discounts. As @RonnieFieg shared in this morning's announcement video, earning rewards means earning early access to new drops, premier experiences, and exclusive capsule collections based on your tier. Loyalty programs that encourage customers to spend $300 to earn $10 are so blah. Kith isn't launching a "points program" - they're launching an experience. 3) Kith's existing, loyal customers will be rewarded for all of their historical purchases - they don't have to start from 0. Kith is ~12 years old, meaning that many, many customers have already spent a significant amount of money with the brand. Prior to launch, their team diligently compiled each customer's historical purchases in order to reward points for dollars already spent. This is INSANE in terms of lift - but it is an absolutely incredible way to delight your high-value, VIP customers. Such a killer move. 4) You can earn points from more than just purchases - there's a gamified "achievements" layer built in, too. Further gamifying rewards for their largely millenial & Gen Z audience is a brilliant move. Rewards members can earn points by checking in at an IRL Kith store, attending Kith events, or even updating account information / preferences. Earning those points = little dopamine hits. Kith has literally built an incentivized system to draw customers into IRL shopping experiences, which is ingenious, because they have mega-optimized retail stores with mega-talented sales reps on the floor. This is how you make people obsessed with your brand. 5) There are 3 rewards tiers. From the color of each digital rewards card to the name of each tier, Kith delivers a beautiful, branded experience. Tiering system = more gamification. Love that. But beyond that, the dedication to naming each tier and thoughtfully designing their digital loyalty cards helps shoppers develop an even deeper relationship with Kith's brand. Plus, Kith's founder Ronnie is an ex-sneaker designer. This audience is obsessed with aesthetics. 6) Rewards tiers unlock access to unique community events, drawing together crowds of brand fans. You know how groupthink works? Typically not considered a good thing - but if you’re an ecomm brand and you’re putting a bunch of brand loyalists with credit cards in their wallets in the same room…groupthink is going to make you more money. And my personal favorite... 7) Each rewards tier unlocks access to an exclusive capsule wardrobe. Coming from a sneaker genius, I expected nothing less - but this team knows their audience. Kith is already a high pricepoint product (ex: men's tees run from $50 to $600). This brand operates on luxury and exclusivity. Kith people see other people wearing Kith, and they comment on it. It's a secret society, in a way. Now imagine seeing someone wearing a shirt from a brand you love, and you want to buy it. You ask where they got it, and you find out you can't unlock access to purchase until you spend X dollars. If you're serious, you're going to spend to unlock. And for already in-the-know members, they're going to see each other in that capsule wardrobe out in the world, and have that unspoken connection. BRILLIANT. *bonus note here: these capsule wardrobe items are all made to order. that is LUX. **additional bonus note: each capsule includes products in the colorway that aligns with that of the tier - so if you want exclusive items in blue (tier 2), you're going to have to spend even more to get it. -- Kith launched their announcement video on their social profiles at around 9AM EST on 1/25. They already have hundreds of comments, thousands of likes... this is going to absolutely blow up. Bravo to the Kith team - an absolute masterclass in building a loyalty program for YOUR consumer audience. 👏

@heyitsalexP 100% I've also noticed this but never thought about it this way.

2 ways to approach email: Like An Ad Network: every email is a potential ad impression. More emails = greater odds someone will see it & convert. Like a Facebook Group: you try to provide value or entertainment with your content & keep engagement up. Volume = less important.

@subscriptiondoc Acquisition because you can't retain your way to growth.

If you could be better at one, which would you choose first? Acquisition or retention.

@jsappington Congrats Jacob!

Hey Twitter, I’m a dad again. Meet Greyson Stone Sappington ✌🏼

@subscriptiondoc @milkbarstore I loved this one. Such a great approach!

How do you make a product subscription special? There are a number of things @milkbarstore did to make 'First Bite Delivered' something customers would drool over. This week's dose is all about breaking down the experience they built and finding ways you can do the same. If you aren't already subscribed to the newsletter or podcast, get subscription ideas and tips each and every week here: thesubscriptiondoc.com

We run it back at the dogpound today. If you’re Hollywood today. Send me a DM and stop by for learning!

@obviceo I'd love to help in any way I can with retention marketing.

Looking for additional Email/SMS Support across our brands - who's the best to work with? Best Retention specialist? Best E-Mail/SMS agency?

@lordcpg Oh and that's nothing. Here in Spain we have Fabada-flavored ice cream.

Part Two. These ice cream flavors are out of hand

@subscriptiondoc You're not alone. Weirdly enough it calms my anxiety about getting things done and helps me get through the tasks faster. It's like the ultimate "go mode" music.

Send help... I think Hard Rock or Heavy Metal is growing on me. Especially for deep work. ALAZKA, NEVERTEL... where have I been?

@AndyTheGiant Purchased this after hearing one of their songs in a Rock Band game. - it became my favorite brand since then.

Drop the album cover of the first CD you ever bought. I purchased these both as my firsts.

@lordcpg @klaviyo Yeah, all sent via Klaviyo. The only reason to use Shopify is if you want to include some kind of promo in your transactional emails. Klaviyo won't allow this, while you can do it with Shopify.

Are all of your small business mkting emails & automated flows sent via @klaviyo ? Any via Shopify’s native email automation tool? Any reason to split it up?

@BetterRetail Lol and much like the anaconda that grabs onto it's prey, the freelancer does cold outreach and proceeds to follow up until the prospect gives in.

Freelancers are like anacondas. Once we’ve added on a few new clients, we go into marketing radio silence for a few months as we digest the new work.

@heyitsalexP 😂 Actually I couldn't help but do some research, and it turns out this is like Blinkist but better.

@isendemails not sure, I didn't click the ad. I just disappeared.

Might fck around and disappear for one month to change my life