Ep 1. Tecovas CMO Krista Dalton: You're Not Just The Email Person - You're Bigger Than That

Welcome to The E/X Sessions - a show where we dig into what really matters to leadership teams in DTC and e-commerce marketing, with a special focus on retention marketing.In our first episode, I sit down with Krista Dalton, Chief Marketing and Digital Officer at Tecovas. We talk about where her email/SMS team actually spends their time, the stories she wants to tell leadership about CRM's role, and the metrics she watches to know the program is healthy.Krista shares why CRM is so often misunderstood, why she doesn't want her team building flows all day, and her advice for CRM professionals who want to have a bigger seat at the table.Topics covered:Where email/SMS teams should actually spend their timeHow to arm leadership with the right dataRPR, unsubscribe rate, and earned channel revenue as key metricsWhy you shouldn't be married to a platformRunning your CRM like an internal agencyGuest: Krista Dalton, Chief Marketing and Digital Officer, TecovasHost: Jason Donapel -founder of The Email Experience, Strategic Retention Marketing Advisor🔗 Learn more at https://www.experience.email/audits