Episode 66 - Catch Up?
Tom Burrell
September 12, 2025
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Welcome to episode 66 of the Retention Blueprint!
Every 6 episodes, I summarise the previous 5, so if you missed one, you can read the description and click the link to read the full episode in the archive.
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📰 Episode 61 - Data Protection Changes in the UK
The new Data Use and Access Act actually empowers retention teams. You can now deploy statistical cookies and user preference tracking without upfront consent - just provide an opt-out mechanism. Direct marketing shifts to opt-out basis. Subject Access Requests become manageable with "reasonable search" requirements and clock-pausing capabilities.
📰 Episode 62 - Multi-Experience Controlled Experiments
Most retention strategies fail because teams test in isolation. Your customer doesn't experience your CRM in a vacuum - they interact with your product, service, and marketing simultaneously. Multi-experience controlled experiments solve this by coordinating changes across all touchpoints with unified control groups. Advanced practitioners use target shuffling techniques to eliminate false positives. This approach transforms retention from a series of small wins into transformational business impact.
📰 Episode 63 - Avoiding the Spam Folder
Email deliverability has never been more challenging, yet most marketers still treat it as an afterthought. Industry data reveals that 1 in 6 legitimate marketing emails fails to reach the inbox. Your success depends on passing five critical checkpoints: authentication protocols, sender reputation management, content optimization, engagement metrics, and strategic inbox placement.
📰 Episode 64 - AI Customer Retention Trends
The AI revolution in retention is accelerating beyond most teams' current capabilities. Ten transformative trends are reshaping customer retention: agentic AI systems that autonomously optimise interactions, predictive analytics that identify churn risks before they materialise, hyper-personalisation engines, cross-channel orchestration platforms, AI-enabled support copilots, multimodal analytics that process voice and behavioural data, reinforcement learning campaigns that continuously optimise, explainable AI systems that build customer trust, unified customer 360-degree platforms, and ethical AI governance frameworks.
📰 Episode 65 - Drivers of Retention in Betting & Gaming
The betting and gaming industry offers fascinating retention insights because it's remarkably mature yet it can be fundamentally broken in execution. Expert analysis reveals critical strategic gaps: acquisition and retention teams often work against each other instead of functioning as integrated units. Onboarding experiences consistently fail because customers don't understand offer restrictions. The industry's obsession with bonus costs misses the real opportunity - it's not about bonus amounts but return on ad spend. The psychology is crucial: honour customer identity in messaging while incentivising profitable behaviours. AI's immediate opportunity lies in eliminating operational overhead so teams can focus on strategic customer development.
Until next week,
Tom
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