Customer Retention & Post Purchase: Turn Unboxing Into a Marketing Channel & Keep Customers Coming Back with Mollie Woolnough-Rai, Penny Black (episode 248)
by Chloe ThomasMollie Woolnough-Rai is the Senior Marketing Manager at post-purchase specialists Penny Black. For over 6+ years she’s been focused on helping DTC brands find the best ways to build CTLV and long-term, sustainable revenue.
Listen now for free:
Subscribe to Keep Optimising on your favourite Podcast App
Dive in:
[03:14] Retail roots to content strategy.
[06:37] Rethinking customer retention strategies.
[10:45] Optimizing first impressions for conversion.
[13:49] Blending traditional sales with modern tech.
[18:50] Skincare unboxing: enhanced customer experience.
[22:45] “Enhancing Post-Purchase Communication”
[23:49] Klaviyo integration for enhanced email personalization.
[26:20] Insider Tips from Mollie!
Loyalty Begins Before the First Email
Many brands focus on retention through email and SMS, but they miss a key moment—right after checkout. The time between purchase and delivery is when customers are most engaged and excited. This is when brands should reinforce trust and build anticipation. A thoughtful unboxing experience can leave a lasting impression and increase repeat purchases. Instead of relying only on digital channels, brands should optimize this physical touchpoint.
Unboxing Should Be a Marketing Channel
The unboxing experience is more than just packaging—it’s a chance to build stronger customer relationships. A thoughtful insert or surprise gift can turn a simple delivery into a memorable moment. To maximize impact, brands should connect their packaging with their digital marketing. Use confirmation emails to build excitement before the product arrives. Link unboxing to email and SMS strategies to keep customers engaged. Track QR code scans to measure interaction and refine your approach. When done right, unboxing becomes a powerful tool for boosting loyalty and driving sales.
Personalization Increases Retention
A one-size-fits-all approach to retention no longer works. Brands should tailor their post-purchase messaging based on customer behavior and history. New customers may respond well to discounts. Loyal customers might appreciate exclusive content or rewards. Personalized inserts in packaging, like QR codes linking to relevant products, can drive engagement. When customers feel valued, they are more likely to return.
Listen to hear Mollie’s Insider Tips on Retention!
Interview links
Sponsored by…
Are you drowning in retention tactics and Klaviyo flows but still can’t prove with certainty which ones actually bring customers back?
That’s the Retention Clarity Gap.
Brands like Healf, Heights, and Kilo.Health trust YOCTO to fix it. We help you go from ‘we think it’s working’ to ‘we KNOW it’s working’ – so you can finally prove your impact.
Click here to get a personalized retention playbook that actually makes sense to your execs.
