BIO (By Invitation Only): A Klaviyo Podcast For Heads of ecommerce, CRM and DTC Brands

Wild’s CRM & Retention Lead, Ailis McGovern, on running CRM for a subscription brand when 80% of new customers don’t want a subscription, and why a loyalty scheme won’t fix your retention. I'm Rich Evans, MD at Get Better: getbetter.co.uk. In this one, Hannah Spicer and I sat down with Ailis at Klaviyo’s London office. She started in skincare ecommerce at L’Oréal, ran loyalty on VeryMe Rewards at Vodafone, and now leads CRM and retention at Wild, right in the middle of a serious international expansion. We get into: Why phone networks and supermarkets are still ahead of ecommerce on loyalty Free gifts on the first and second subscription orders, rather than making people wait until order six Defaulting the funnel to subscribe when most customers don’t want to Refer-a-friend at 50% off: the growth it drove, and what to do about the people who game it Moving four markets and four CRM platforms into one Shopify store and one Klaviyo account Direct mail tests in the UK, Germany and France, and why Germany surprised her Scratch-and-sniff cards in delivery boxes: about 8p each, and already returning 2.3x Plus her "Send or Suppress" moment: the one thing she’d write into any CRM strategy, and the one she’d bin. BIO is by invitation only, but you can apply. Come to a BIO roundtable, or be a guest on the show: getbetter.co.uk/bio Chapters 00:00 Cold open 00:42 Welcome to BIO 01:44 Ailis’s story: L’Oréal, Vodafone VeryMe Rewards, Wild 03:23 Why telecoms and supermarkets are ahead on loyalty 06:02 Rewarding early subscription orders 07:39 Subscription vs one-time purchase 08:54 When 80% don’t want a subscription 10:45 Refer-a-friend and the people who game it 16:13 Going international: four CRM platforms into one Klaviyo account 20:29 Testing direct mail 23:01 Scratch-and-sniff inserts: 8p a card, 2.3x return 26:37 What’s next: churn and AI 28:53 Come to a BIO roundtable 29:17 Send or Suppress Links Ailis McGovern, CRM & Retention Lead, Wild: wearewild.com · LinkedIn: https://www.linkedin.com/in/amcgovern97 Rich Evans, MD, Get Better: getbetter.co.uk · LinkedIn: https://www.linkedin.com/in/richevansgb Hannah Spicer, Hannah Spicer Consulting: hspicerconsulting.com · LinkedIn: https://www.linkedin.com/in/hannahspicer/ BIO is made by Get Better in collaboration with Klaviyo.

BIO is a podcast and roundtable series about the people behind ecommerce CRM, from Get Better, a Klaviyo Elite Partner. It stands for By Invitation Only, and there are no pitches, including from us. In every episode, Rich Evans and Hannah Spicer sit down with someone running CRM or retention at an ecommerce brand. You'll hear how they got there, what they learned along the way, and the one thing they'd bin and the one thing they'd always keep. Expect plenty of email, SMS, loyalty and Klaviyo. Follow BIO now and the first episode will land in your app as soon as it's out. Want to come to a BIO Roundtable, or be a guest on the show? Apply at Get Better!