The E/X Sessions

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.In Episode 2, I sit down with Keri McGhee, CMO of Attentive, and Megan Miller, VP of Revenue Marketing at Attentive. We talk about where CRM teams are actually spending their time (and where they should be), the KPIs that matter beyond the revenue number, the stories brands are telling through SMS and email, and what it takes to move from operator to architect in the retention space.Keri and Megan share why most teams are still stuck in execution mode, how the best brands are using channels like RCS to drive brand affinity (not just conversions), and the one mindset shift every CRM professional needs to make right now.Topics covered:Why CRM teams spend 90% of their time on execution instead of strategyThe shift from campaign calendars to scalable lifecycle enginesRevenue per subscriber, repeat purchase rate, and time to second purchase as key metricsHow brands like Crocs and Olipop are using SMS for brand storytelling and product dropsTranslating execution into impact — speaking the language leadership cares aboutAI agents and what they actually unlock for retention teamsGuests: Keri McGhee, CMO, Attentive & Megan Miller, VP of Revenue Marketing, Attentive Host: Jason - founder of The Email Experience, retention marketing consultantLearn more at experience.email & attentive.com

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