In this episode of The Orita Podcast, Aaron Schwartz sits down with Nikki Tooman, co-founder of Sticky Digital and one of the most respected operators in retention marketing, for a candid, tactical masterclass on what it really takes to build a high-performing lifecycle engine in 2025. From RFM models to subscription strategy to messaging discipline, Nikki breaks down why most brands over-message, under-segment, and overwhelm customers and how elite retention teams flip that script.

Together, they unpack:

• Less sends, more revenue, why scaling back campaigns often increases profit, and how to diagnose over-messaging

• Retention flywheel strategy, how Nikki ties email, SMS, loyalty, and subscription into one cohesive, data-backed customer journey

• RFM modeling that works, what first-time vs. returning customers convert on (spoiler: they’re NOT the same)

• Loyalty 2.0, why points are dead and how punch cards, perks, and product-driven value create real repeat behavior

• Subscription done right, how to integrate Recharge, Skio, or Ordergroove without fragmenting your data or your experience

• Tech stacks that scale, the tools Nikki loves (Klaviyo, Postscript, Replo, Rebuy, Revo, Hiro Analytics) and the red flags she sees when agencies push “rip-and-replace”

• SMS reality check, why brands waste thousands texting disengaged customers and how to rebuild high-intent cohorts post-BFCM

• 2026 predictions, from CDP-powered retention to wallet passes, push-like messaging, and next-gen customer journeys

If you’re a DTC founder, CRM manager, or lifecycle marketer trying to maximize profit without burning your list, or you simply want to understand what great retention looks like, this episode is your blueprint.

👥 Meet the guest Nikki Tooman, Co-founder of Sticky Digital, a 28-woman retention agency focused exclusively on lifecycle, loyalty, subscription, and driving profitable repeat revenue for modern e-commerce brands.

🎙 Hosted by Aaron Schwartz, Co-Founder & Co-CEO at Orita.ai

🎧 Chapters [00:00] How Nikki Tooman Became a Retention Powerhouse [01:38] Why Retention Beats Acquisition Every Time [04:44] Stop Over-Messaging: The Real Key to Customer Engagement [07:23] Building a Retention Flywheel That Prints Revenue [10:33] The Retention Stack: Tools Top Brands Actually Use [13:14] Loyalty 2.0: Punch Cards, Perks & Programs That Work [15:54] What’s Next in Retention: 2026 Trends You Can’t Ignore [19:00] Tactical Advice Every Brand Should Follow Post-BFCM [21:52] Where to Find Nikki + How Sticky Digital Helps Brands Win

🌐 Check out Orita.ai for more episodes of The Orita Podcast, where we sit down with the most interesting operators, marketers, and founders in e-commerce to talk about what’s working right now. Hosted by the Orita team. Orita uses machine learning to help brands send smarter, more profitable marketing, by figuring out who actually wants to hear from you and when.

🚀 Get your free email audit from Orita, turn segments into superpowers: https://orita.ai

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