01 / PLATFORM
Salesforce / SFMCJourney logic / Current state
Why your SFMC win-back journey can send after the customer returns.
Journey entry data is a snapshot. Make sure your exit logic can see what happened since.
Read the field note ↗ENVAXON / INSIGHTSFIELD NOTES, NOT FLUFF
Thinking in public
Useful thinking.
Built to act on.
How to make retention work in the systems you use, and how to tell if it created value. Practical notes for retail and iGaming teams.
FEATURED / MEASUREMENT
Stop counting revenue that would have happened anyway.
A campaign can show revenue and still add very little. Measure the difference.
Read the insight ↗01 / IN THE PLATFORMSTHREE PRACTICAL NOTES
Inside
the stack.
Specific platform choices shape the customer experience. Here are the checks we would make before scaling a journey or calling a campaign successful.
02 / PLATFORM
HubSpotWorkflows / Second purchase
Build a second-purchase journey that knows when to stop.
Get the order signal, enrollment rules and exit condition right before writing the email.
Read the field note ↗03 / PLATFORM
OptimoveCampaign analysis / Uplift
An Optimove uplift chart needs a clean control.
A holdout is only useful when it answers a clear question and stays interpretable.
Read the field note ↗02 / THE CUSTOMER VALUE SYSTEMTHE CORE THEMES
What drives
the return.
Platform independent thinking on why customers stay, what loyalty should change and how lifetime value should be read.
01 / RETENTION
Signals before schedulesYour lifecycle is not a calendar.
Build around customer moments and signals, not a queue of campaigns.
Read insight ↗02 / LOYALTY
Earn the returnPoints don't make people loyal.
A reward has to change behaviour and improve the experience to earn its cost.
Read insight ↗03 / LTV
Value over timeLTV is not a single number.
Cohorts, contribution margin and time tell a better story than one lifetime-value average.
Read insight ↗