Elizabeth Heineman | eTail Palm Springs

Tuesday, February 24

2:55 PM Track 1: Client Case Study: Customer Retention That Scales: A Practical Q&A on Staying Connected to Your Best Customers

Acquiring customers is only the starting point. Sustained growth comes from how effectively brands retain, engage, and grow their most valuable customers over time. As customer expectations rise and channels multiply, retention today requires coordinated execution across CRM, paid media, and emerging touchpoints, all while staying grounded in measurable performance.

In this Q&A-style case study, Elizabeth Heineman, General Manager of Art.com and AllPosters.com, will share how she has built and scaled retention strategies across multiple brands, partnering with LS Direct at three different companies. Drawing from real-world examples, she will discuss what has consistently worked, what required iteration, and how to balance personalization with operational reality.

Topics will include:

Cross-channel retention in practice: How to connect email, SMS, retargeting, and programmatic direct mail to support the full customer lifecycle and understand incremental impact
Experience as a retention lever: Practical ways to personalize messaging and offers without creating complexity or slowing teams down
Meeting customers where they are: How to prioritize channels and timing based on customer behavior, intent, and value rather than one-size-fits-all journeys

Attendees will leave with clear frameworks and practical ideas they can apply immediately to strengthen retention, improve lifetime value, and turn CRM into a more reliable growth driver.