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: Oracle Bronto

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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.
52 Episodes
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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/
Retailers need to build emotional connections with their customers, but too many still rely on marketing tactics designed around transactions, not relationships. In today’s competitive retail environment, this style of marketing and lack of consumer engagement will fail to create loyal customers.In this episode, Steve Deckert, co-founder of Smile.io, will discuss transactional actions within email, social, and loyalty programs, along with ways to turn those actions into emotional ones. Step into the studio where we’ll discuss:· Foundational elements needed to create emotional connections with consumers.· Why many loyalty programs fail and how to transform them into ones that customers love.· Which incentives can help create positive emotional connections.· Ways to align a brand’s identity with the consumer’s identity.· Keys to finding the right balance between transactional and emotional rewards.To contact Steve, or to learn more about Smile.io:Smile.io:Website: https://www.Smile.io  Twitter: https://twitter.com/smilerewardsInstagram: https://www.instagram.com/lifeatsmile/Steve: Twitter: https://twitter.com/SteveDeckertLinkedIn: https://www.linkedin.com/in/steve-deckert-913a2a31/
As today’s consumers continue to expect fast and free shipping, buy-online-pickup-in-store (BOPIS), also known as click-and-collect, is increasingly becoming a focused strategy for retailers. From pickup lockers and curbside delivery to in-store counters, BOPIS allows consumers to receive their orders quickly while helping keep retailer delivery costs under control. In this episode, Charles Dimov, vice president of marketing at Order Dynamics, will discuss what consumers expect from BOPIS, how gender, age, and income level impact usage, where BOPIS is heading, and some key findings from their report, “The Rise of The Click and Collect Super Consumer.”Step into the studio where we’ll also discuss:• Which consumer groups use BOPIS more and why?• The impact BOPIS has on customer average order value.• Elements needed for a good BOPIS customer experience.• Surprising correlation between BOPIS usage and the frequency of returns.• How BOPIS usage correlates to returns.To contact Charles, or to learn more about Order Dynamics:Order Dynamics:• Website: https://www.orderdynamics.com/ • Twitter: https://twitter.com/orderdynamicsCharles:• Email: charles.dimov@orderdynamics.com• Twitter: https://twitter.com/cdimov• LinkedIn: https://www.linkedin.com/in/cdimov/
Did you know that having good email deliverability does not mean your emails reach the inbox? Email deliverability has many components that factor into a message reaching the inbox.Understanding email deliverability is crucial, yet many marketers do not fully understand what goes into it.This episode features Chris Kolbenschlag, Oracle Bronto’s director of deliverability, who tackles the myths, best practices, things marketers shouldn’t do and other elements around email deliverability.You’ll hear us discuss:· What email deliverability is and the factors that impact it.· The fundamental elements of good email deliverability.· The myths around subject lines, including specific words, emojis, and punctuations.· Whether IP reputation or domain-based reputation is more important.· Whether sending transactional and promotional emails through same IP is a good idea.· The differences between B2B and B2C deliverability.To contact Chris, or to learn more about Oracle Bronto:Email: Chris.Kolbenschlag@Bronto.comWebsite: http://www.Bronto.comTwitter: https://twitter.com/BrontoInstagram: https://www.instagram.com/oraclebronto/LinkedIn: https://www.linkedin.com/company/oracle-brontoTo contact Chris, or to learn more about how Oracle Bronto can take your email to the next level:Email: Chris.Kolbenschlag@Bronto.comWebsite: http://www.Bronto.comTwitter: https://twitter.com/BrontoInstagram: https://www.instagram.com/oraclebronto/LinkedIn: https://www.linkedin.com/company/oracle-bronto  
  “The landscape has totally changed, and it becomes harder and harder to fight for that real estate in the inbox.” As a retailer, how do you solve this challenge? Kyle Randall and Nate Martin work in a niche industry notorious for email deliverability issues, and they’ve not only overcome these issues, but built an email marketing program that engages their audience in a way that’s impressive to any retailer.In Episode 45 of The Commerce Marketer Podcast, I welcome Randall and Martin, both from the adult novelty retailer Fort Troff. We’ll talk about how they built a successful email program from the ground up, which lifecycle messages are the most successful, how they approach email testing, and what niche marketing can teach you about marketing to a wider audience. You’ll hear us discuss:· The business-altering impact of successful email inbox deliverability.· How testing incentives and removing personal biases is critical to their success.· Most important KPIs they are looking from an email standpoint.· How they used dynamic content in emails to increase inbox deliverability while staying true to their brand.· How customer service plays a crucial role in customer loyalty.To contact Kyle or Nate, or to learn more about Fort Troff:Kyle Randall: kyle@ceruzziconcepts.comNate Martin: nate@ceruzziconcepts.comI welcome your feedback, invite you to share any topics you’d like to hear more about, or let me know if you're interested in becoming a guest. Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing SPONSOR:This episode is brought to you by:Oracle BrontoThe Bronto Marketing Platform powers personalized multichannel content that generates the higher engagement needed for retail success. Keenly focused on the commerce marketer, Bronto continues its longstanding tradition as a leading email marketing provider to the global Internet Retailer Top 1000 and boasts a client roster of leading brands, including Rebecca Minkoff, Timex, Lucky Brand, Theory, Brooks Sports, Ashley HomeStore and Christopher & Banks. For more information, visit http://www.bronto.com
Whether you’re a seasonal business or not, focusing on the customer experience is a key component of driving repeat and loyal customers. But, if you sell high-quality, made-to-last artificial Christmas trees, how do you generate that repeat business? How do you stay relevant and top-of-mind throughout the non-holiday season? Enter post-purchase email marketing.In this episode of The Commerce Marketer Podcast, we’re going to talk about how one seasonal retailer found success driving repeat business by focusing on a dedicated post-purchase email marketing strategy. I welcomed the Senior CRM Manager of Balsam Hill, Stephanie Maassen, to talk about the genesis of the strategy, how they got it done, and what they learned along the way.You’ll hear about:•How listening to customer service drove the post-purchase email strategy.•Ways to manage execution when faced with limited resources.•Keys to finding cross-sell opportunities in seasonal buyers.•How to use customer data to formulate your post-purchase plan.•Why post-purchase emails are not always about the immediate conversion.•How they determined the timing for sending post-purchase emails.•Types of messages and things to consider when planning a post-purchase series.•Ways to blend transactional, customer service and marketing messages.To contact Stephanie or learn more about Balsam Hill: smaassen@balsambrands.comhttps://www.balsamhill.com/ Instagram: https://www.instagram.com/balsamhill/Twitter: https://twitter.com/balsamhill/I welcome your feedback, invite you to share any topics you’d like to hear more about, or let me know if you're interested in becoming a guest. Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing SPONSOR:This episode is brought to you by:Oracle BrontoThe Bronto Marketing Platform powers personalized multichannel content that generates the higher engagement needed for retail success. Keenly focused on the commerce marketer, Bronto continues its longstanding tradition as a leading email marketing provider to the global Internet Retailer Top 1000 and boasts a client roster of leading brands, including Rebecca Minkoff, Timex, Lucky Brand, Theory, Brooks Sports, Ashley Homestore and Christopher & Banks. For more information, visit http://www.bronto.com
  More than 100 million people watch the Super Bowl each year, but the commercials have become the must-see event within the event. At a price tag of more than $5 million for a 30-second commercial, companies are banking on the effectiveness of these ads. In Episode 43 of The Commerce Marketer Podcast, we’ll have a three-person roundtable discussion about the Super Bowl from a marketing and entertainment perspective. We’ll revisit the commercials, halftime show, and even how we interacted with our mobile devices during the big game - after all, what good is a $5 million commercial if everyone is checking their Instagram feed? Topics will include:• Most disappointing ads and why we think they missed.• Generational differences between how ads were received.• How we used our mobile devices during the game. To learn more about our guests: Erika Simms: https://www.linkedin.com/in/erikasimms/ Previous guest appearance on Episode 43, “Facebook and Social Marketing Strategies” Matt Sutor: https://www.linkedin.com/in/mattsutorPrevious guest appearance on Episode 20, “The Ecommerce of Sports With the Durham Bulls”I welcome your feedback, invite you to share any topics you’d like to hear more about, or let me know if you're interested in becoming a guest. Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing SPONSOR:This episode is brought to you by:Oracle BrontoThe Bronto Marketing Platform powers personalized multichannel content that generates the higher engagement needed for retail success. Keenly focused on the commerce marketer, Bronto continues its longstanding tradition as a leading email marketing provider to the global Internet Retailer Top 1000 and boasts a client roster of leading brands, including Rebecca Minkoff, Timex, Lucky Brand, Theory, Brooks Sports, Ashley HomeStore and Christopher & Banks. For more information, visit http://www.bronto.com
Social media marketing is no longer simply applying a budget and boosting front-facing posts. They’re mostly pay-to-play platforms, and in order to truly get ROI from your targeted audience, you have to implement a deeper strategy with the right data. So what can companies learn from a digital agency that serves the automotive industry, a vertical with high price points and longer decision cycles?In this episode, we’ll talk about Facebook and social media marketing strategies: how to target customers when their buying considerations are longer and more heavily researched, how these lessons might apply to everyday retailers, and when to pull the plug on retargeting. Joining me for the conversation is Erika Simms, vice-president at Dealer Authority. You’ll hear us discuss:· Why breaking ads into smaller components can help guide the customer journey.· Which social channels and ad types are getting the best ROI right now.· Which marketing tactic resulted in a 20-30% increase in click-throughs.· How video on social is performing and which audience responds to it best.· Ways to effectively use landing pages in conjunction with social ads and paid search.· Which single element can you add to product photos to increase conversions?· How to target consumers for larger purchases with longer buying and research cycles.· When to abandon targeting prospects on social media.To contact Erika or learn more about Dealer Authority: http://www.dealerauthority.com | Twitter: https://twitter.com/DealerAuthority Contact Erika: https://www.linkedin.com/in/erikasimms/ | erika@dealerauthority.comI welcome your feedback, invite you to share any topics you’d like to hear more about, or let me know if you're interested in becoming a guest. Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing SPONSOR:This episode is brought to you by:Oracle BrontoThe Bronto Marketing Platform powers personalized multichannel content that generates the higher engagement needed for retail success. Keenly focused on the commerce marketer, Bronto continues its longstanding tradition as a leading email marketing provider to the global Internet Retailer Top 1000 and boasts a client roster of leading brands, including Rebecca Minkoff, Timex, Lucky Brand, Theory, Brooks Sports, Ashley HomeStore and Christopher & Banks. For more information, visit http://www.bronto.com
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