In this episode of The Orita Podcast, Orita’s principal customer strategist Michelle Novak sits down with Jess Chan, founder & CEO of lifecycle agency Longplay, to break down the email playbook they co-created. They discuss retention mapping, from isolated tactics to an integrated strategy, and how brands can use this framework to prioritize where to focus first when building and maintaining a retention strategy.

They unpack:

• How to think about optimizing to maximize the value of your current customer list

• How to send fewer emails and earn more revenue

• Opt-in vs. unsubscribe math: the hidden cost of shrinking your list

• BFCM prep: list-rewarm timelines, deliverability guardrails, and why August is “go” time

👥 Meet the guests

Jess Chan / Founder & CEO, Longplay – full-service lifecycle agency helping 7- & 8-figure brands drive profitable repeat revenue.

Michelle Novak / Principal Customer Strategist, Orita – 15-year email veteran turning AI insights into higher AOV, healthier deliverability, and rescued revenue.