If you're sending the same email to everyone on your list and wondering why it's not driving the sales you expected, this episode is for you.I'm Catherine Erdly, and this is Resilient Retail Game Plan — practical product business advice with a healthy dose of reality.In this episode I'm sitting down with Ali Wood from Intuit Mailchimp to get practical about how independent retailers and e-commerce brands can get dramatically more from their email and SMS marketing — using data they already have.We talk about why fragmented data is costing retailers real money, how segmentation can transform your customer relationships, and why the retailers who win over the next few years won't be the ones with the biggest budgets — they'll be the ones who are smartest with their data.In this episode you'll hear about:Why sending the same message to your whole list is leaving money on the tableHow to use customer lifetime value and buying propensity to automate smarter campaignsThe power of combining email and SMS — including a 22x ROI stat from SMS alone, and 41x when Shopify data is in the mixCreative ways to collect richer customer data through quizzes, pop-ups and behavioural signalsWhat clean data + AI + human creativity actually looks like for a lean retail teamWhether you're just starting to think about segmentation or already running email campaigns and want to level up, this conversation will leave you with a genuinely different way of thinking about your marketing.CHAPTERS00:00:40 The Gold Mine Independent Retailers Are Sitting On00:02:10 Meet Ali Wood from Intuit Mailchimp00:04:40 How Intuit Mailchimp Evolved from Email Tool to Full Automation Platform00:08:22 The Segmentation Shift: Stop Sending the Same Email to Everyone00:11:29 Creative Ways to Collect Better Customer Data00:14:45 Using SMS to Drive Email Open Rates00:15:11 How We're Working With Intuit Mailchimp00:16:33 Measuring What's Actually Working Across All Your Channels00:18:30 Think Strategy, Not Just Open Rates00:21:17 SMS Best Practices: What's Working for E-Commerce Brands00:23:24 The Trust Factor: Why Phone Numbers Are Different from Email Addresses00:23:44 The Numbers: 22x ROI on SMS, 41x with Shopify00:25:58 AI + Human Creativity: The Future of Small Business Marketing00:27:45 Clean Data, Automation & Analytics: The Loop That Wins00:29:07 Catherine's Key Takeaways & Call to ActionMentioned in this episode: resilientretailclub.com/mailchimpNote: This episode was produced in partnership with Intuit Mailchimp. All views expressed are Catherine's own.