37:15Miami 2025
Retention Reimagined 2025
Email Engagement and Personalization with Eric Rausch
Eric Rausch explores how customer data, post-purchase messaging, and testing can make email more relevant. Part of the Retention Reimagined virtual series.
Watch it. Put it to work.
ABOUT THIS SESSION
Make customer data actionable.
Eric Rausch explores how customer data, post-purchase messaging, and testing can make email more relevant. Part of the Retention Reimagined virtual series.
For ecommerce founders, marketers, and operators working on email & retention.
- Speaker
- Eric Rausch
Co-Founder, New Standard Agency - Recorded at
- Retention Reimagined 2025 ↗
March 2025
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
Make customer data actionable
Store customer insights in usable profile fields, not just a report.
Read this part · 05:43 ↓ - 02
Remember what you already offered
Use customer history to make follow-up messages more thoughtful.
Read this part · 16:21 ↓ - 03
Test personalization against the baseline
A more personalized email still needs to earn its place through testing.
Read this part · 22:08 ↓
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 ↗Make customer data actionable
Eric distinguishes knowing that a customer group exists from being able to reach it. A survey result is not actionable if the responses are not connected to customer profiles. He describes the work of sourcing, organizing, and activating data before a personalized campaign can deliver value.
Remember what you already offered
Eric gives the example of a customer who purchased without using a welcome discount. A later message can remind them that the offer remains available. He contrasts that specific, useful interaction with repeatedly inserting a first name into otherwise identical emails.
Test personalization against the baseline
Eric describes a welcome-series test in which a general email outperformed versions tailored to declared customer needs. That result does not make the data wrong; it raises questions about timing and execution. He encourages teams to compare performance and decide whether to retest, change the approach, or use the information elsewhere.
KEEP THE IDEAS COMING
Stay in the conversation.
3 SESSIONSPLAY IT BACK. PUT IT TO WORK.
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