Ethan Burnett, Salesfire, on Retention, Post-Purchase Growth & Smarter CRM

Most retail CRM is busy work dressed up as strategy.

Personalisation is talked about constantly, yet customers are still served generic emails, lazy welcome flows and relentless discounting. The result is short-term conversion at the expense of long-term trust. This conversation with Ethan Burnett, Senior Email Strategist at SalesFire, challenges many of the habits retailers treat as best practice.

The discussion cuts into why the first order is the most expensive one you will ever acquire, why post-purchase matters more than acquisition, and why open rates are one of the most misleading metrics in retail marketing. It also tackles cookie loss, anonymous traffic, overuse of SMS and WhatsApp, and how brands like ASOS win by removing friction rather than throwing discounts at customers. If your CRM feels noisy, underperforming, or built on outdated assumptions, this conversation will make you rethink it.

About Salesfire
Salesfire is a Middlesbrough-based SaaS platform helping ecommerce brands improve conversion through personalisation, on-site search, product recommendations, and retargeting. Founded in 2017 by Rich Himsworth, it is used by over 700 brands including Hamleys and Moss Bros, and has raised over £5 million in funding to date.