DiscoverThe Commerce Marketer Podcast: Talking eCommerce, Email Marketing, Retail, and More
The Commerce Marketer Podcast: Talking eCommerce, Email Marketing, Retail, and More

The Commerce Marketer Podcast: Talking eCommerce, Email Marketing, Retail, and More

Author: Bronto Marketing Platform

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Step into The Commerce Marketer studio as we chat with experts across the retail industry about email marketing, eCommerce trends, strategies and what lies ahead for commerce marketers and retailers. The conversation is full of helpful information you'll certainly find useful in your own endeavors and we’ll have a little fun as well.
59 Episodes
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I’m joined by Erin Jordan, vice president and partner at Walker Sands Communications, to discuss the key findings of their sixth “Future of Retail” report. Erin discusses the trends the most notable trends and what the report says about consumer convenience and connection (2:00). She breaks down consumers’ expectations of shipping polices (3:00), their expectation of free shipping (6:30), and the impact supply chain transparency will have on retail (8:00). Erin also covers the in-store experience, BOPIS’s importance (9:30), and the impact convenience has on brand loyalty (14:15). Next, she details the future of brick-and-mortar and how experiential in-store shopping will actually need to be (21:00). Erin then dives into how product categories differ between direct retailer web sales and those on marketplaces and what this says about changing consumer shopping habits (24:00). She also addresses consumer attitudes on online grocery (37:00) before we share our personal online grocery shopping experiences (41:00). She ends by outlining consumer trust in brand-suggested recommendations (47:00) and the impact sustainability has on purchasing decisions (51:00).Don’t forget to rate, review, and subscribe.For More:Greg ZakowiczTwitter: https://twitter.com/WhatsGregDoingLinkedIn: https://www.linkedin.com/in/gregzakowiczWalker Sands Communications:Website: http://www.WalkerSands.comErin Jordan: Erin.Jordan@WalkerSands.comBronto Marketing Platform:LinkedIn: https://www.linkedin.com/showcase/bronto-marketing-platform/Twitter: https://www.twitter.com/BrontoWebsite: https://www.bronto.com/
I’m joined by Erin Hoffman, director of ecommerce at Door County Coffee, to discuss the shifting consumer coffee market and how they use email marketing to engage customers and drive revenue. Erin starts by discussing how the shifting in-home coffee demographic impacted their digital marketing strategy (9:00). She outlines how their email marketing team is organized and how it contributes to their overall online marketing revenue (14:30) before diving into their send cadence, message content, and segmentation (17:40). Next, she addresses the challenge of handling unengaged subscribers and then discusses their automated email programs (22:50), focusing on welcome series, cart abandonment messaging, and their repeat purchase program (33:30). She describes the specific challenge of converting a purchaser into a subscription service customer before explaining how they doubled their subscriptions and increased customer AOV with a few changes to their membership benefits (36:50). Finally, she imparts some content marketing insights (41:30) before ending with some fun facts about coffee. Don’t forget to rate, review, and subscribe.For More:Greg ZakowiczTwitter: https://twitter.com/WhatsGregDoingLinkedIn: https://www.linkedin.com/in/gregzakowiczDoor County CoffeeWebsite: http://www.DoorCountyCoffee.comErin Hoffman: Erin@DoorCountyCoffee.comBronto Marketing PlatformLinkedIn: https://www.linkedin.com/showcase/bronto-marketing-platform/Twitter: https://www.twitter.com/BrontoWebsite: https://www.bronto.com/
I’m joined by Ronald Dod, CMO and co-founder of the ecommerce-focused search marketing agency Visiture, to discuss the current state of SEO, its evolution, and its integration with marketing (1:48). Ron continues with what makes an SEO-friendly title, the role of search intent (3:50), and the impact of dwell time on search results (8:40). He covers how retailers can optimize product pages and the media elements that don’t negatively affect the shopping experience (11:20). He’ll also discuss how content marketing fits into the retail environment (13:50) and then explains the elements of effective retailer blog posts (19:15). Ron dives into content clustering (20:35), social media’s impact on SEO (23:50), and Google and Facebook traffic trends (26:40). Finally, Ron ventures into voice search (27:35), the importance of featured snippets (32:40), and two things every retailer can do to immediately improve their SEO (34:40).Don’t forget to rate, review, and subscribe.For More:Greg ZakowiczTwitter: https://twitter.com/WhatsGregDoingLinkedIn: https://www.linkedin.com/in/gregzakowiczVisiture:Website: http://www.Visiture.comRon Dod: Ron@Visiture.comBronto Marketing Platform:LinkedIn: https://www.linkedin.com/showcase/bronto-marketing-platform/Twitter: https://www.twitter.com/BrontoWebsite: https://www.bronto.com/
In this episode of the podcast, I’m joined by Dennis Kelly, CEO of the direct mail automation company Postalytics, to discuss how to augment digital marketing channels with direct mail. Dennis explains how direct mail has evolved and why its usage is on the rise (2:45). He’ll discuss consumers’ emotional response to direct mail pieces and how to use small-batch, drip-style campaigns (9:40). He also covers how closely you should target customers and ways it can enhance your digital marketing initiatives (12:40). Dennis shares insights on tracking results, incentives, and timing strategies for your campaigns (21:30). He’ll discuss the expected direct mail campaign lifespans, benchmarks, and what a typical campaign might look like (23:10). Finally, Dennis breaks down the cost, essential design elements, and differences between B2C and B2B direct mail campaigns. Join us for all of this, and more! Don’t forget to rate, review, and subscribe. For More:Greg ZakowiczTwitter: https://twitter.com/WhatsGregDoingLinkedIn: https://www.linkedin.com/in/gregzakowiczPostalytics:Website: http://www.Postalytics.comDennis Kelly: Dennis@Postalytics.comBronto Marketing Platform:LinkedIn: https://www.linkedin.com/showcase/bronto-marketing-platform/Twitter: https://www.twitter.com/BrontoWebsite: https://www.bronto.com/
In this episode of the podcast, I’m joined by Mark Brazil, co-founder of the canvas art company Ikonick, to discuss how he created a multimillion-dollar business in less than two years by combining email, video, social, and influencer marketing. Mark begins by discussing how different social engagement patterns among genders impacted their paid marketing strategy (3:08), going on to describe how storytelling changed their social and email marketing — and their definition of success (8:10). Mark explains storytelling’s impact on email conversions and how they measure the success of those email campaigns (16:40). He details how they approach content and social strategies and why influencers are crucial, and he offers a surprisingly successful marketing tactic for growing your social presence (24:06). Mark then tells the story of his partnership with entrepreneur and author Gary V, and shares a final piece of advice for growing and scaling a business (34:00). For More:Greg ZakowiczTwitter: https://twitter.com/WhatsGregDoingLinkedIn: https://www.linkedin.com/in/gregzakowiczIkonickWebsite: https://www.Ikonick.com/ Bronto Marketing PlatformLinkedIn: https://www.linkedin.com/company/oracle-bronto/Twitter: https://twitter.com/Bronto Website: https://bronto.com/Don’t forget to rate, review, and subscribe. 
Jennifer O’Connor of The University of Kansas Bookstore describes the bookstore industry’s evolution (4:30) and how they drive in-store traffic with social media (6:18). She details ways to overcome email segmentation challenges by using other digital marketing channels (13:40) and compete with larger retailers, who can offer larger selections and discounts (17:25). She also shares ways to integrate social media with email marketing campaigns (20:00) and lessons from their first Facebook Live event (22:30). In the final segment, O’Connor shares their six-month email marketing roadmap (24:23) and marketing strategies for the busy season (27:00), closing with the rationale behind their delivery program expansion over BOPIS (28:40).For More:Greg ZakowiczTwitter: https://twitter.com/WhatsGregDoingLinkedIn: https://www.linkedin.com/in/gregzakowiczKU BookstoreWebsite: https://www.kubookstore.com/LinkedIn: https://www.linkedin.com/in/jen-o-connor-a65b9434/Oracle BrontoLinkedIn: https://www.linkedin.com/company/oracle-bronto/Twitter: https://twitter.com/Bronto Website: https://bronto.com/Don’t forget to rate, review, and subscribe.
In this episode, co-founder of the influencer marketing agency Viral Nation Joe Gagliese discusses the ins and outs of the billion-dollar influencer marketing industry. Joe sheds light on influencer marketing misconceptions and explains how a brand should determine whether influencer marketing is a good fit for them (9:10). He explains what the process of working with influencers looks like (11:30) and the challenges of working with both micro and macro-influencers (15:00). And the money — Joe describes the different payment structures you can use and how company size impacts this (19:00). He also breaks down pitfalls to be wary of (23:20), the nuances of working with influencers (28:50), and the importance of analytics (32:25).For More:Greg ZakowiczTwitter: https://twitter.com/WhatsGregDoingLinkedIn: https://www.linkedin.com/in/gregzakowiczViral Nation:Website: https://www.viralnation.com/Instagram: https://www.instagram.com/viralnation/Email: Joe@ViralNation.comOracle BrontoLinkedIn: https://www.linkedin.com/company/oracle-bronto/Twitter: https://twitter.com/Bronto Website: https://bronto.com/Don’t forget to rate, review, and subscribe. 
In this episode of the podcast, I’m joined by Cassidy Stockton and Kevin Irish of Bob’s Red Mill to discuss their use of content, email, social media, and influencer marketing to keep engagement high and drive sales, revealing the strategies that keep their product top of mind with in-store shoppers (7:49). And when it comes to email, they explain segmentation strategies (9:40), balancing content and incentives (10:45), and their automated message success (16:20). Cassidy and Kevin also share the importance of their content marketing strategy (21:20) and how they leverage that content in their social marketing (27:20). Finally, they break down how their customer service tam drives content development (30:00), and how they tie UGC into abandoned cart messages (34:50). For More:Greg ZakowiczTwitter: https://twitter.com/WhatsGregDoingLinkedIn: https://www.linkedin.com/in/gregzakowiczBob’s Red MillWebsite: https://www.bobsredmill.com/LinkedIn (Cassidy): https://www.linkedin.com/in/cassidystockton/LinkedIn (Kevin): https://www.linkedin.com/in/kevintylerirish/Oracle BrontoLinkedIn: https://www.linkedin.com/company/oracle-bronto/Twitter: https://twitter.com/Bronto Website: https://bronto.com/
In this episode of the podcast, I’m joined by Be Argov, president of International Wine Accessories (IWA), to discuss how they built their email program from the ground up using lifecycle email marketing to drive nearly half of their 2018 email revenue. We cover the strategies behind triggered campaigns and how to avoid the pitfalls of email fatigue with segmentation. He describes the mistakes they made with their lifecycle campaigns and what he learned from them, detailing how metrics inform their post-purchase strategy and how they approach VIP customers.For More:Greg ZakowiczTwitter: https://twitter.com/WhatsGregDoingLinkedIn: https://www.linkedin.com/in/gregzakowiczBen ArgovEmail: Ben@IWAwine.comLinkedIn: https://www.linkedin.com/in/ben-argov-32a7a/Website: https://www.iwawine.com/Oracle BrontoLinkedIn: https://www.linkedin.com/company/oracle-bronto/Twitter: https://twitter.com/Bronto Website: https://bronto.com/
Whether you’re a B2C or B2B retailer, having a considered Amazon strategy is critical for your business. In this episode of the podcast, B2B & B2C ecommerce strategist, advisor and author, Brian Beck discusses how to create an Amazon strategy that helps you successfully compete on — and even against — Amazon. He also details the B2C and B2B nuances, challenges that come with selling on the marketplace, and when avoiding the platform makes the most sense. You’ll hear about:· Why you should have an Amazon strategy, even if you don’t sell on the marketplace.· How Amazon product searches impact retailers.· Ways to determine your key differentiators and why they’re so important.· How products’ categories impact your strategic approach.· Ways to compete with Amazon when you’re both in the same product category.· How post-purchase email messaging fits into your Amazon strategy.To contact Brian or learn more about his services:Email: Brian@Enceiba.comWebsites: https://www.billiondollarb2becommerce.com/https://www.enceiba.com/Twitter: https://twitter.com/beckecommerceLinkedIn: https://www.linkedin.com/in/ecommerceexpertbeck/
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