23:59The Retention Roadshow
The Retention Roadshow · New York City
BFCM Retention Testing with Fil Pejic
Fil Pejic outlines retention tests to run before BFCM, from pop-ups and send cadence to offers, segmentation, and creative. The focus is incremental profit rather than inflated attribution.
Watch it. Put it to work.
ABOUT THIS SESSION
Measure lift rather than attribution alone.
Fil Pejic outlines retention tests to run before BFCM, from pop-ups and send cadence to offers, segmentation, and creative. The focus is incremental profit rather than inflated attribution.
For ecommerce founders, marketers, and operators working on retention.
- Speaker
- Fil Pejic
Founder, Bedford - Recorded at
- The Retention Roadshow ↗
New York City · June 2026
Speaker roles and platform examples reflect the session’s original context. This is an archived conversation.
TAKE IT BACK TO YOUR DESK
Ideas to put to work.
- 01
Measure lift rather than attribution alone
Use a control or holdout to assess whether a retention change creates incremental profit.
Read this part · 04:51 ↓ - 02
Test the offer and the moment
Experiment with pop-up formats, timing, incentives, and email cadence before peak season.
Read this part · 08:39 ↓ - 03
Improve the core before adding complexity
Prioritize essential flows and distinctive creative, then reassess segmentation.
Read this part · 18:45 ↓
READ THE SESSION
The edited transcript.
A condensed, edited reading version based on the YouTube captions and session chapters. Repetition and unclear audience audio have been removed; the discussion is paraphrased for clarity, rather than presented as a verbatim transcript. Timestamps refer to the original video.
Original recording on YouTube ↗Measure lift rather than attribution alone
Fil challenges teams to distinguish attributed revenue from revenue caused by a campaign. A control or holdout offers a comparison point. He emphasizes evaluating outcomes in business data rather than accepting the email platform’s attribution as proof that a test has created additional profit.
Test the offer and the moment
The testing roadmap begins with high-impact points in the funnel. Pop-up timing, presentation, and offers can change who subscribes and buys. Cadence and promotional offers deserve the same scrutiny. Fil encourages running these experiments before BFCM so that the busiest period benefits from accumulated learning.
Improve the core before adding complexity
Welcome, abandonment, post-purchase, and subscription journeys are central priorities. Fil also asks brands to reconsider inherited segmentation rules instead of letting them run indefinitely. Stronger creative and subject lines help earn attention; deliverability and lightweight email assets remain part of making that attention count.
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