What separates email campaigns that convert from those that get ignored? It all comes down to understanding your customers, deeply.

In this episode, Sani welcomes back Omar Lovert for a masterclass on customer-centric email marketing. Together, they unpack why AI can’t replace real customer insight, how to use RFM segmentation to identify your most valuable users, and the frameworks that top-performing brands use to map the customer journey and boost lifetime value.

From tactical tips on optimizing welcome flows to the underrated power of post-purchase emails, this is your blueprint for building human-first marketing in a world increasingly driven by automation.

🧠 You’ll learn:

• Why customer research still beats AI-generated content
• How to segment your audience with RFM scoring
• The role of jobs-to-be-done interviews in crafting better campaigns
• How to use NPS and support signals to improve retention
• Why your first-time customers are your biggest opportunity

Whether you’re a DTC marketer, retention strategist, or email geek, this one’s packed with value.

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