E167: Theo Roberts - Mastering Customer Retention With A Data-Driven CVO Strategy

In this episode, Theo Roberts, Account Manager here at eComOne, shares how every eCommerce brand can leverage online tactics to retain their customers for years to come. From working with Sony Music Entertainment to scaling seven and eight figure brands, Theo knows a thing or two about customer value optimisation (CVO). 

Throughout this discussion, Theo sheds light on the importance of nurturing existing customers and optimising customer value in the competitive world of eCommerce.

They delve into strategies for customer retention, the potential of AI technology in revolutionising automation and CVO strategies and the significance of tailored messaging to enhance the shopping experience. 

Listen to this episode as they explore takeaways from Theo's journey and his insights into CVO, email marketing, and the integration of SEO to drive traffic and improve digital marketing. Stay tuned for valuable insights and practical strategies to elevate your eCommerce game.

Topics Covered

3:37 - Working with the stars. From working in a media agency to becoming a teacher to working for eComOne

07:48 - CVO, email, and customer data in context of implementing tactics

12:02 - Segment customers for targeted marketing based on their purchase history 

14:13 - Increasing customer lifetime value 

21:56 - Using overlays for targeted messages based on customer reviews - positive and negative

23:14 - Summarising the text: Discussing successful email marketing campaigns and the importance of a human element and emotional appeal in reaching customers

27:37 - The importance of investing in deep customer segmentation and nurturing existing customers through marketing automation with Klaviyo

32:52 - The impact of personalised messaging and added value in purchasing decisions

36:24 - Using AI for business growth, open with clients, invest in tech and AI, and convince others to adopt AI

38:20 - Analysing open rates; targeting engaged audiences for campaign success.

40:24 - Flows and automations to scale your email efforts  

44:03 - Emphasise emotional connection with customers through product benefits

45:00 - Book recommendation