Marc Adelman [00:00:05]:
Hey, my name is Marc Adelman. Welcome to the e commerce collective, brought to you by GM two, where I have a chance to sit down with some of the best and brightest folks in e commerce. Today we are hanging with Dean Ginsberg, who is the CEO and founder of Winback. You're an industry veteran. You founded your own e commerce agency, you founded your own consultancy. You've helped brands from startup to global brands, and ultimately you've helped them with probably almost every challenge that a brand could face. Why focus on Winback?
Dean Ginsberg [00:00:42]:
Why? I started Winback was like, I actually don't know the answer to that question and I'm supposed to be an expert in this space. And if I don't know the answer to that question, I've worked with enough lifecycle people where I can guarantee they know some of it, but they don't know all of it. And what would it look like to build both a technology stack and a company around solving this problem and build it up from first principles when there is that level of gap? I just thought there would be an interesting opportunity and I didn't really know how like, what the solution was going to be. I just knew that it was an interesting problem space that would, I definitely would never get bored around.
Dean Ginsberg [00:01:22]:
So just so everyone can really get a good understanding of win back, what is the central problem that youre trying to solve for a brand?
Dean Ginsberg [00:01:31]:
The real problem that were solving is how do you take the emails that you already spent money to acquire and turn that into a channel where youre guaranteed a five X ROI on realized revenue? You know, what its like to run an e commerce business at the small scale and at the large scale. And ultimately, if I can guarantee you a revenue source at that level of ROI and not, and not require any risk, that makes it easier for these businesses to survive and thrive. And I believe in this ecosystem and I want to build like a very targeted, guaranteed tool to help business owners. And I want that to be like a critical component of everybody's arsenal.
Marc Adelman [00:02:19]:
Break it down just for like e commerce, for dummies. Tell us, like the 101 on, in essence, what is a dead email and what is at Winback.
Dean Ginsberg [00:02:30]:
What we specialize in is reactivating audiences that have not opened any emails, clicked any emails, visited your website or purchased in over three months. Now you have an opportunity to get them back before they're locked forever. The audience that we're specialized in and both the tech that we leverage and the strategies that we utilize, I would.
Marc Adelman [00:02:53]:
Imagine there's additional types of insights, though, that also come from this whole process. So what are some of the common insights that also are kind of derived from this type of effort?
Dean Ginsberg [00:03:05]:
The most interesting thing that we do is dynamic segmentation. The big opportunity that all of our tech is built around, breaking that audience down to identify what is the individual risk score and potential reward score of each email in this audience, which then dictates how, if we should email them at all, what channel we should communicate with them on, and how aggressively we should target them. This is actually almost personalized targeting as opposed to just personalized messaging. Who should get what email, at what cadence and on what channel. That's the big unlock. That's what makes all of this possible. But what's interesting is that same strategy can be applied across the whole email program.
Marc Adelman [00:03:54]:
In the end of the day, there's all this information coming back from the users on preference, which is more than just the demographic Persona. It's really personal into what works and doesn't work for that customer. What is one thing that you wish every brand would do more of and one thing that you wish they would do less of when it comes to their overall kind of retention ecosystem that.
Marc Adelman [00:04:17]:
Brands tend to put too much time and effort and personnel into. Campaign sense and a frequency of campaign sense in general, I think many brands could do this very simple test, which is a holdout base. Create a holdout audience that does not receive your campaigns at all. Just do it for like a week or a month, depending on your size, and just see what the impact is between the audience that received your campaigns and the audience that didn't receive your campaigns on your revenue. On revenue for a month. Right. And the answer will be that the audience that received your campaigns has higher revenue, but you'll know exactly how much. And try to identify like what is the optimal number of campaigns that you need to be sending to your audience, where there's actual.
Dean Ginsberg [00:05:12]:
The lift in terms of revenue produced and profit margin produced is equal to the amount of time.
Marc Adelman [00:05:18]:
I think that's a pattern that I see as well, almost across the board right back, to win back and to kind of close it up with this question, what excites you the most when it comes to the next twelve months? Um, of Winback's journey?
Dean Ginsberg [00:05:35]:
I would run through a wall for this game that we've built and I've never felt like that. What kind of comes from that? As we scale this up, I think is going to be like really good. I'm most excited to be able to kind of like show up to work every day and be like, I would go to absolute war for these people because I. I just love this team that we built and I love working with these people.
Marc Adelman [00:05:59]:
That's what I think is, like, the secret ingredient for, like, every company, right? It's the people. And, well, anyway, I have absolutely enjoyed this conversation with you. Tons of insights and gold here. You shared tons of insight. Really appreciate that. And great catching up.
Dean Ginsberg [00:06:15]:
Thank you. It was great to catch up.
