Keep Optimising

By: Chloe Thomas
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  • Summary

  • For 5 episodes at a time we focus in on one marketing method - maybe Email or SEO or Google Ads or Facebook Ads. In our weekly episodes, we go deep into a different area of the marketing method we’re focused on, with a guest selected because they are an expert in their field AND because they have a specific tactic or approach you NEED to know about. That means for the whole 5 episodes you’re getting ideas about ONE THING, and you can focus your optimisation time along with us on that one marketing method. - Current Mini-Series = Customer Retention - Next Mini-Series = Partnerships - inc Affiliates and Influencers - Last Mini-Series = Meta Ads Previous topics you can listen to right now: SEO, Email marketing, Black Friday, Facebook Ads, Marketing Foundations, Content Marketing, Organic Social Media, Google Ads, TikTok, & Improving Conversion Rates You can hear a new episode for free every Wednesday. Each episode lasts about 30-45 minutes and is audio only. AND at the end of each month we also have a Live Q&A webinar where you get to ask your questions of our guests. >> Sign up for the next one here: https://keepoptimising.com/webinar/ I look forward to helping you keep optimising your marketing very soon! Chloe Thomas, host of the show About our host: Chloe Thomas has been in marketing for over 15 years, she's the author of multiple best selling books on eCommerce and marketing, and the host of the award-winning UK top 5 marketing podcast, eCommerce MasterPlan. Join our email list: https://keepoptimising.com/
    Copyright 2025 Chloe Thomas
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Economics Leadership Management & Leadership Marketing Marketing & Sales
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Episodes
  • Customer Retention: CRM Simplified – The Right Tech, Clean Data, and Performance Insights with Nicky Lomax

    Customer Retention: CRM Simplified – The Right Tech, Clean Data, and Performance Insights with Nicky Lomax
    Mar 12 2025

    Nicky Lomax is a CRM specialist – spending 10 years at marketing and data agency more2, creating both acquisition & retention data strategies for BIG retail brands like Loaf, Charles Tyrwhitt, Book People, Joules, Sweaty Betty, and hush!! She now works brand side most recently running CRM projects at The Perfume Shop, Yoto, This Works and Ted Baker.

    In this episode, we discuss:

    • 🔹 How to know when it’s time to upgrade from email marketing to a full CRM
    • 🔹 The biggest data mistakes businesses make—and how to fix them fast
    • 🔹 Why your CRM might be hurting customer retention instead of helping it
    • 🔹 The secret to tracking performance and making your CRM work smarter

    Dive in:

    [06:06] Experiencing retail process firsthand.

    [08:57] Business structure impacts effectiveness.

    [11:15] Building cross-functional business relationships.

    [15:15] Back to basics: tech fundamentals.

    [19:07] Evaluating data reporting systems.

    [21:37] "AI Algorithms Overtaking RFM Strategies"

    [23:29] Insider Tips from Nicky!

    Find the notes here: https://keepopt.com/247

    Get your Personalised Retention Playbook from YOCTO >>> https://keepopt.com/yocto

    ****

    Get all the links and resources we mention & join our email list at https://keepopt.com

    Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

    Interested in being a Sponsor? go here: https://keepopt.com/sponsor
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    32 mins
  • Customer Retention: How Subscription Attracts & Retains More Customers with Matthew Holman, Subscription Prescription

    Customer Retention: How Subscription Attracts & Retains More Customers with Matthew Holman, Subscription Prescription
    Mar 5 2025

    Matthew Holman runs Subscription Prescription and is obsessed with getting subscription eCommerce right. Helping brands via his newsletter, podcast and fractional subscription leadership consulting.

    In this episode, we discuss:

    • The #1 mistake brands make when setting up subscriptions (and how to fix it!)
    • Why offering a free gift beats discounts for keeping subscribers longer
    • The crucial 14-day window that makes or breaks customer retention
    • How to turn your best customers into super fans who buy more and refer others!

    Dive in:

    [05:12] Subscription isn't just retention.

    [08:35] Subscription strategy debate.

    [09:29] Boosting subscription conversions strategies.

    [15:26] Enhancing subscription offers effectively.

    [18:12] Discount strategy beyond price cuts.

    [20:38] Effective email engagement strategies.

    [24:48] Maximize value from super customers.

    [27:51] Insider Tips from Matthew!

    Find the notes here: https://keepopt.com/246

    Get your Personalised Retention Playbook from YOCTO >>> https://keepopt.com/yocto

    ****

    Get all the links and resources we mention & join our email list at https://keepopt.com

    Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

    Interested in being a Sponsor? go here: https://keepopt.com/sponsor
    Show more Show less
    37 mins
  • Customer Retention: Why Resale Is the Next Big Thing in Customer Retention with Lydia Hartley, Continue

    Customer Retention: Why Resale Is the Next Big Thing in Customer Retention with Lydia Hartley, Continue
    Feb 26 2025

    Lydia Hartley is co-founder at Continue, a software solution that enables brands to launch their own resale marketplace, already in use by 22 brands including ThruDark, BAM, and Hayley Menzies.

    In this episode, we discuss:

    • How resale programs turn one-time buyers into loyal customers
    • The secret to making secondhand sales a powerful retention tool
    • Why peer-to-peer resale beats traditional loyalty programs
    • Easy ways to launch a resale marketplace (without the headache!)

    Dive in:

    [05:28] Empowering brands in resale market.

    [07:54] Boost brand loyalty with resell rewards.

    [10:23] Secondhand marketplace boosts brand loyalty.

    [15:36} Easy ecommerce launches, complex branding.

    [17:34] Fashion resale market growth analysis.

    [22:03] Peer-to-peer enhances brand experience.

    [24:54] Explore pre-loved market opportunities.

    [26:23] Insider Tips from Lydia!

    Find the notes here: https://keepopt.com/245

    Get your Personalised Retention Playbook from YOCTO >>> https://keepopt.com/yocto

    ****

    Get all the links and resources we mention & join our email list at https://keepopt.com

    Love the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.

    Interested in being a Sponsor? go here: https://keepopt.com/sponsor
    Show more Show less
    39 mins

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