1:13:26The Retention Roadshow
The Retention Roadshow · Miami
Ecommerce Retention Revenue with Devyn Pukteris
Devyn Pukteris examines campaign and welcome-flow data to show where familiar email rules miss the revenue. Explore subject lines, creative, offers, and the moments customers are most likely to buy.
Watch it. Put it to work.
ABOUT THIS SESSION
Better emails. Better evidence.
Devyn Pukteris examines campaign and welcome-flow data to show where familiar email rules miss the revenue. Explore subject lines, creative, offers, and the moments customers are most likely to buy.
For lifecycle marketers and DTC teams deciding what to test next in campaigns and welcome flows.
- Speaker
- Devyn Pukteris
Head of Lifecycle Marketing, Sweat Pants Agency - Recorded at
- The Retention Roadshow ↗
Miami · 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 purchases, not just opens
Evaluate subject-line tests through orders and revenue per recipient, alongside engagement.
Read this part · 01:23 ↓ - 02
Give the message a clear job
Test the offer, founder voice, and action language before assuming one email format always wins.
Read this part · 03:12 ↓ - 03
Put welcome-flow effort near the beginning
Test a useful second welcome message on day one and compare results with your normal cadence.
Read this part · 18:19 ↓ - 04
Judge offers against their economics
Compare discount, gift, and bundle tests using customer behavior and margin, not response alone.
Read this part · 32:28 ↓ - 05
Follow the second-purchase window
Build repeat-purchase timing from your own cohorts and make the next offer fit the product experience.
Read this part · 42:43 ↓
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 purchases, not just opens
The team looks across thousands of campaigns to challenge the assumptions behind its email program. A subject line that wins on opens does not necessarily produce the most revenue per recipient. Discount language and urgency can attract fewer opens while bringing in more commercially interested readers.
Devyn treats the findings as prompts for testing, rather than a replacement for each brand’s data. Compare the downstream purchase behavior before declaring a subject-line winner. A cleaner top-of-funnel metric can conceal a weaker business result.
Give the message a clear job
The creative discussion moves beyond the usual plain-text-versus-designed debate. Founder voice, an understandable offer, readable blocks of copy, and a direct action can matter more than the visual category of the email. The reader should be able to recognize what is being offered and why it is worth considering.
Action verbs can come from customer language. Replies reveal the problems people are trying to solve and the words they use for them. The panel suggests using those conversations to generate stronger calls to action, then testing them in context.
Put welcome-flow effort near the beginning
Much of the purchase activity in the welcome-flow analysis happens early. Devyn discusses sending two different emails on the first day instead of stretching every message across a long sequence. The second message can add a founder perspective or answer objections, rather than simply repeat the first.
That is a hypothesis to evaluate against your own buying window. Keep the offer visible, make the email usable on mobile, and examine the steps between the click and purchase. The objective is to help an interested subscriber decide while the visit is still fresh.
Judge offers against their economics
Larger discounts can accelerate revenue, but the percentage on the offer is only part of the decision. The discussion also considers gifts, bundles, and different ways of presenting the same value. Each creates something new for the email team to explain.
Track what happens after the initial response. A discount that improves a campaign’s attributed revenue still needs to fit product margin and the customer’s subsequent behavior. Use the findings to build a test plan instead of making a blanket increase to every incentive.
Follow the second-purchase window
Devyn applies the same timing logic to repeat purchases: find when your customers tend to reorder, then build reminders and cross-sells around that period. The talk’s dataset is an example, not a universal replenishment calendar. Product usage determines what a useful reminder looks like.
An in-cycle upsell example reaches a subscriber shortly after delivery, when excitement is still high, with a longer subscription option. The closing discussion also challenges treating a very low unsubscribe rate as an automatic success. Read that signal alongside revenue, engagement, and the experience you are creating.
KEEP THE IDEAS COMING
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3 SESSIONSPLAY IT BACK. PUT IT TO WORK.
1:13:26
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