Ep. 136 The Cohort Crisis: Is Your Marketing Getting Lost in the Inbox?

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Trevor Crump and his co-host Mark Goldhardt dive into the critical importance of customer retention for e-commerce brands. They explore why cohort data and email performance have declined since 2021, and how this impacts overall business success. The hosts offer unconventional insights on increasing customer lifetime value, including sending more frequent emails, building community, and staying top-of-mind. They challenge the notion that high ROAS is always best, arguing that brands focused on retention can afford lower acquisition costs and ultimately win in the long run.

Follow Trevor Crump on Instagram and TikTok @thetrevorcrump for more marketing insights and to connect directly with the host.

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1. Stay Top of Mind (00:00:00)

2. Summer's End & Market Shifts (00:03:47)

3. Understanding Cohort Data (00:05:47)

4. The 90-Day Purchase Window (00:09:09)

5. Email Fatigue & Deliverability Issues (00:12:09)

6. Declining Organic Reach (00:18:46)

7. Repetition & Standing Out (00:21:41)

8. Community Building as a Solution (00:26:21)

9. The Value of Retention vs. Acquisition (00:32:21)

10. Final Thoughts & Key Takeaways (00:35:05)