Ecommerce Playbook: Numbers, Struggles & Growth25 Kesä

Why Ritsu Switched Email Platforms Mid-Growth (And What It Actually Took)

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:

Axon is offering $5K ad credit when you spend $5K. Go to https://axon.ai/en/ctc to set up your first campaign.
Explore the Prophit Engine: https://commonthreadco.com/pages/prophit-engine
The Ecommerce Playbook mailbag is open — email us at podcast@commonthreadco.com to ask us any questions you might have

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