Everyone’s testing subject lines and send times. But the leading brands? They’re quietly rebuilding the welcome flow, segmenting smarter, and ditching SMS when it doesn’t deliver.

In this episode, Aaron Schwartz (Orita) brings together Kasey Luck (Luck & Co), Ben Zettler (Zettler Digital), and Zac Cherin (Sidekick / Hero Analytics) to talk about what actually drives profit in 2025—without relying on gimmicks, guesswork, or 20 overlapping apps. They’re covering the stuff that matters: what to test (and what to stop pretending works), when it makes sense to suppress your list, and why welcome flows should sell—not just “tell your story.” It’s the real talk your retention program needs.