In this episode, Jason Donapel, co-founder of The Email Experience, dives into how brands can level up their retention marketing using smarter segmentation and hyper-personalisation.

He explains why relying on generic pop-ups, discounts, and surface-level personalisation just doesn’t cut it anymore. Instead, he advocates for tailoring messages based on real customer behaviour—like what they’re browsing or why they signed up in the first place—and choosing the right channels (email, SMS, even postcards) to reach them at the right time.

Jason’s all about using welcome flows and opt-ins to learn what people actually want, then building curated experiences that feel more relevant and less spammy. He also pushes back on old-school split testing, saying brands should focus on understanding their users first and testing smarter later. It's a practical, no-fluff take on how to build stronger customer relationships that actually drive results.