Most founders are obsessed with “new customers” and blind to the fortune sitting in their existing list.In this episode of Hacks and Hobbies, Junaid sits down with Nikita Vakhrushev, founder of Aspect Agency and retention specialist for over 100+ direct-to-consumer brands, to expose the hidden systems that turn casual buyers into lifelong customers. If you’ve ever felt guilty about “not emailing your list enough” or wondered why your campaigns don’t translate into real revenue, this conversation will flip the way you think about email, SMS, and retention forever.Nikita breaks down why “set it and forget it” is killing your profitability, the real difference between campaigns and lifecycle marketing, and how to think about retention as a revenue engine, not a “nice-to-have” side project. From customer psychology and buyer journeys to plain-text emails that quietly print money, this episode is a roadmap for founders who are ready to stop leaking profit and start building a brand people return to again and again. Retention is a system, not a sequence – your emails, SMS, logistics, and customer service all sit inside one “bucket” that either keeps customers… or leaks them. “Set it and forget it” is a myth – even your best automations must be tested, reordered, and optimized through constant A/B testing and experimentation. Lifecycle beats campaigns – top brands map messaging to where the customer is in their journey: unaware, problem-aware, solution-aware, company-aware, and product-aware. Design is great, but plain text quietly wins – personal, text-only emails often outperform designed newsletters because they feel human and deliver better. The future of agencies is data, not headcount – AI will write copy and design emails; the agencies that win will be those with the deepest, cleanest performance data.5 Key TakeawaysTimestamps [ [ [ [ [ [ [ [Guest LinksWebsite:https://aspektagency.com/Social Media Links:instagram.com/nikitavakhrushvlinkedin.com/in/nikita-vtwitter.com/nikitavakhrushvyoutube.com/@nikitavakhrushevtv