The Ecommerce Playbook Podcast

Hosted ByTaylor Holiday & Richard Gaffin

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world.

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The Ecommerce Playbook | Why Ritsu Switched Email Platforms Mid-Growth (And What It Actually Took)

June 25, 2026 The Ecommerce Playbook Podcast 00:25:05
The Ecommerce Playbook Podcast
The Ecommerce Playbook Podcast
The Ecommerce Playbook | Why Ritsu Switched Email Platforms Mid-Growth (And What It Actually Took)
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Every dollar spent on SaaS is a dollar that does not go into ads.

In this episode, Luke Austin sits down with Gil Dyen, Head of Marketing at Rutsu Barefoot, to walk through a real email and SMS platform migration to Omnisend — what drove the decision, what the process actually looked like, and how a 60,000-contact list got fully migrated in under 30 days with less than a working day of direct involvement.

Gil runs marketing at a mid-7-figure DTC footwear brand that has sold 45,000 units in its first 18 months, with a clear mandate: keep SaaS costs lean, reinvest every freed dollar into Meta spend and creative, and build the retention engine that takes the brand from 12% returning customers today to 45% by year three.

Topics covered in this episode:

  • Why a bootstrapped DTC brand audits its SaaS stack constantly

  • The two criteria that actually drive platform decisions: cost and time

  • How Omnisend managed the full migration, from contact database to flow automations

  • What the QA process looks like after a migration (and how long it takes)

  • The warm-up mechanics: 9 days to re-engage 60,000 contacts

  • Why Q4 is the wrong time to switch email platforms (and when to do it instead)

  • How an ESP migration becomes a flow audit opportunity

  • CTC’s Omnisend integration inside Statlas for forecast-connected email tracking

Show Notes: