Daniel Brady is the Co-CEO of Orita, a software company that improves email deliverability. As a neuroscientist turned data scientist, he has helped leading e-commerce brands organize their data sets. Daniel has also worked with CEOs, CTOs, and other leaders to build eCommerce companies.

Email marketing promises big returns, but many brands unknowingly sabotage their success. They blast generic campaigns, over-segment based on recency, and trigger inbox fatigue that leads to declining engagement, retention, and revenue. How can e-commerce brands rebuild trust, retain overlooked buyers, and turn emails from a cost center into a compounding asset?

Neuroscientist turned machine learning strategist Daniel Brady has developed a behavior-driven approach to email marketing. By analyzing long-term customer behavior beyond recent clicks, brands can use intelligent segmentation to both reduce email volume and boost conversions. Daniel recommends recategorizing inactive subscribers, validating leads before sending campaigns, and treating email engagement as a dynamic two-way relationship. He also emphasizes the importance of rethinking post-signup flows, preventing deliverability spirals, and aligning marketing cadence with buyer behavior.

Join William Harris in today’s episode of the Up Arrow Podcast as he chats with Daniel Brady, Co-CEO of Orita, about turning email marketing into a scalable, intelligent revenue driver. He explains how neuroscience informs strategic audience segmentation, the impact of acquisition on retention, and how to adapt as you scale.