Immediately Improve Your Retention Marketing & CX / How Jones Road Beauty Creates Loyal Customers / Eli Weiss & Joanne Coffey
12/12/22 • 52 min
If you work for or own a DTC brand - you NEED to listen to this. Eli Weiss and Joanne Coffey (Jones Road Beauty) give a masterclass on what the convergence of CX and Retention marketing looks like in modern DTC eCommerce. This episode will immediately change how you think about retention marketing and customer experience (for the good).
Learn how to optimize your entire customer journey, use customer feedback to improve the pre and post-purchase experience, and ultimately increase LTV. This episode is loaded with strategy & spicy takes.
The TYCA Podcast is brought to you by Wonderment - the retention Swiss army knife used by hundreds of leading Shopify merchants including The Ridge, Bokksu, and Jones Road Beauty.
Wonderment is the easiest way to proactively set expectations on shipping timeframes, automatically update customers with delays, and measure shipping expectation vs reality across the business. Check out www.wonderment.com today.
Watch the video format of today's episode here
Follow Blake
Learn more about Jones Road Beauty
Do yourself a favor and subscribe to Eli’s newsletter “All Things CX & Retention”
Time Stamps ⏰
0:00 - Intro
1:58 - Joanne and Eli introduce themselves
3:42 - The story of how Joanne and Eli met and eventually found their way working together at JRB (a true DTC Twitter success story)
7:00 - Who is Joanes Road Beauty
12:00 - What is the intersection between CX and retention marketing?
12:57 - How do they implement feedback loops to improve messaging across the business?
18:00 - what metrics do Eli and Joanne look at to tell the larger story of customer retention? Then how do they take action on it?
20:00 - Hot take: Immediate upsells vs education and being patient
24:30 - How do you actually plan a post-purchase journey that maximizes CX and ultimately LTV
27:15 - What should CX bring to the table when collaborating with marketing on post-purchase flows?
32:45 - Optimizing the time between the first purchase and arrival. What needs to happen to make sure the customer has a great experience?
34:35 - how JRB is using pre-purchase quizzes and 1:1 CS conversations to match customers to products & keep them sticky
37:10 - How JRB thinks about personalization, mastering hide/show blocks in Klaviyo, and its impact on email/SMS revenue.
40:45 - The addiction to revenue at all costs. Should email & SMS really be goaled on the percentage of revenue?
42:40 - When is retention marketing not going to be “channel-based”? What would you do if you lost access to your retention tools tomorrow?
44:10 - What does the future of CX and Retention look like?
48:10 - what’s the #1 bet you’re making at JRB?
50:14 - Final remarks + where to go to get in touch w/ Joanne and Eli
If you work for or own a DTC brand - you NEED to listen to this. Eli Weiss and Joanne Coffey (Jones Road Beauty) give a masterclass on what the convergence of CX and Retention marketing looks like in modern DTC eCommerce. This episode will immediately change how you think about retention marketing and customer experience (for the good).
Learn how to optimize your entire customer journey, use customer feedback to improve the pre and post-purchase experience, and ultimately increase LTV. This episode is loaded with strategy & spicy takes.
The TYCA Podcast is brought to you by Wonderment - the retention Swiss army knife used by hundreds of leading Shopify merchants including The Ridge, Bokksu, and Jones Road Beauty.
Wonderment is the easiest way to proactively set expectations on shipping timeframes, automatically update customers with delays, and measure shipping expectation vs reality across the business. Check out www.wonderment.com today.
Watch the video format of today's episode here
Follow Blake
Learn more about Jones Road Beauty
Do yourself a favor and subscribe to Eli’s newsletter “All Things CX & Retention”
Time Stamps ⏰
0:00 - Intro
1:58 - Joanne and Eli introduce themselves
3:42 - The story of how Joanne and Eli met and eventually found their way working together at JRB (a true DTC Twitter success story)
7:00 - Who is Joanes Road Beauty
12:00 - What is the intersection between CX and retention marketing?
12:57 - How do they implement feedback loops to improve messaging across the business?
18:00 - what metrics do Eli and Joanne look at to tell the larger story of customer retention? Then how do they take action on it?
20:00 - Hot take: Immediate upsells vs education and being patient
24:30 - How do you actually plan a post-purchase journey that maximizes CX and ultimately LTV
27:15 - What should CX bring to the table when collaborating with marketing on post-purchase flows?
32:45 - Optimizing the time between the first purchase and arrival. What needs to happen to make sure the customer has a great experience?
34:35 - how JRB is using pre-purchase quizzes and 1:1 CS conversations to match customers to products & keep them sticky
37:10 - How JRB thinks about personalization, mastering hide/show blocks in Klaviyo, and its impact on email/SMS revenue.
40:45 - The addiction to revenue at all costs. Should email & SMS really be goaled on the percentage of revenue?
42:40 - When is retention marketing not going to be “channel-based”? What would you do if you lost access to your retention tools tomorrow?
44:10 - What does the future of CX and Retention look like?
48:10 - what’s the #1 bet you’re making at JRB?
50:14 - Final remarks + where to go to get in touch w/ Joanne and Eli
Previous Episode
Turning First Time eCommerce Customers into Customers for Life
“Just because a customer buys from you, doesn’t mean they’re sold yet. Continue the experience post-purchase and you’ll have a customer for life” - Ash Melwani
Ash Melwani, CMO & Co-Founder of the health and wellness brand, Obvi, delivered BIG value on how to turn one-time shoppers into customers for life.
In this episode, learn how Obvi has approached customer retention, lessons learned while scaling, how to use content marketing to increase purchase frequency, how to build a community of over 45,000 plus members, and much more!
If you’re looking to turn transactional email and SMS into a retention & CX powerhouse for your eCommerce store, then you need Wonderment. Improve your customer retention and happiness metrics with proactive order updates and native order tracking pages. Trusted by 400+ leading Shopify brands. Check out www.wonderment.com today.
Watch the video format of today's episode here.
Follow Blake
Learn more about Obvi over at https://myobvi.com/
Time Stamps
0:00 - intro
1:55 - Being a data-driven CMO
3:51 - “Just because a customer buys from you doesn’t mean they're sold”.
7:45 - How does Obvi map out the post-purchase journey for their customers?
10:30 - How does Obvi iterate and improve on its post-purchase journey?
14:00 - What sort of roadblocks has Obvi encountered as they’ve focused on customer experience and retention?
18:50 - Strategies for using customer feedback - where to find it, how to aggregate it, and then how Obvi takes action on it.
22:30 - the Obvi product quiz breakdown - what they’re doing with it and how that data helps post purchase
25:20 - How the product quiz has influenced product messaging
27:45 - The Obvi community - how they built it, scaled it, and leverage it to create their most loyal customers.
31:45 - What bets are Ash and the Obvi team making in 2023
Next Episode
How to Increase Repeat Purchase Frequency in DTC eCommerce
When is the right time to ask a customer to purchase again? What automations matter to retaining customers and what should we do if a customer doesn’t reorder when you reach out?
Alex McEachern (Repeat) and Blake dive deep into those questions, the 3 must-have post-purchase automations, frameworks for creating repeat customers, and more.
They also give plenty of tactical examples from brands like Huron, BluMaan, Hanz de Fuko, Aura Bora, Kopari, Olipop as well as tech that enables it with platforms like Repeat, Wonderment, & Klaviyo.
If you’re looking to level up customer retention - this is a must-listen.
The TYCA Podcast is brought to you by Wonderment - the retention Swiss army knife used by hundreds of leading Shopify merchants including The Ridge, Bokksu, and Jones Road Beauty.
Wonderment is the easiest way to proactively set expectations on shipping timeframes, automatically update customers with delays, and measure shipping expectation vs reality across the business. Check out www.wonderment.com today.
Watch the video format of today's episode here
Follow Blake
If you want to automate your reordering visit Repeat over at https://www.getrepeat.io/
Join CPG house https://www.getrepeat.io/cpghouse
Shelf Life Podcast https://podcasts.apple.com/us/podcast/the-shelf-life/id1596936180
Time Stamps
0:00 - intro
1:00 - Who is Alex McEachern?
2:56 - The current state of customer retention
5:08 - Can you automate retention?
8:22 - How to reach out at the right time for reordering
11:24 - Wonderment is your retention swiss army knife
12:30 - Huron example & post-purchase education with the tracking page and emails
14:14 - the 3 base flows for post-purchase
17:23 - DTC is the loyalty channel for CPG
19:40 - Which brands have nailed reordering flows?
22:00 - How to “earn” the right to ask for another purchase from a customer
24:45 - what to do if a customer doesn’t reorder when you reach out
28:24 - If a customer doesn’t come back again... what do you do?
30:57 - Removing pain points around shipping lags in DTC... and how to stay competitive with retail
33:57 - Alex’s biggest piece of advice for retention marketers
37:00 - where else can you automate reordering (besides email & SMS)
38:47 - Is customer retention more difficult now than it was 10 years ago?
40:30 - final remarks
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