Are you afraid to email your guests? You shouldn't be. Email remains the single lowest-cost, highest-return retention tool in your marketing arsenal. Yet, most brands are paralyzed by the fear of "spamming" or, worse, are training their audience to never pay full price by batching generic discounts. In this CRM Masterclass, host RevCio is joined by the maestro of customer relationship management, Olivia Ross from El Pollo Loco. She’s not just managing data—she’s building an innovation engine on top of it. We break down how to turn your database into a goldmine by focusing on value and personalization: The First Two Metrics: If you’re opening a database for the first time, what two numbers are the most critical indicators of success? (Hint: It’s not just open rates.)The Gold Standard: What percentage of your customers should be in your email database? (The goal is 99%, but we talk about what makes a great starting point.)Segment That Counts: Why most brands look at "lapsed guests" incorrectly, and how to create a win-back strategy that uses *frequency breaks* instead of static timeframes.The Art of Fun Comms: We brainstorm "surprise and delight" email tactics (like sending a high-five or a tasteful meme) that build emotional loyalty without asking for an order.Welcome Journey Design: Learn the exact structure and cadence of a successful welcome flow—from the first sign-up to the crucial third visit—that avoids aggressive discounting. It's time to stop leaving the lowest-cost revenue source on the table. Listen now and start emailing your guests more effectively today.