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.
64 Episodes
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I’m joined by Carson Finkle, CEO at Tenth Street Hats, to discuss using augmented reality (AR) and 3D product imaging on websites. Carson starts by describing their target audience and why they tested AR on their website (3:00). He explains what the experience looks like for the end-user and why they went with a web-based approach instead of an app-based one (4:50). Carson then explains why they tested AR on their website (7:30) and what the setup process was like (9:00). Carson then breaks down cost considerations (10:20) and balancing these costs with traditional content creation (11:00). Next, he shares results from products that used the AR functionality (11:40). Carson dives into using style quizzes to deliver a unique welcome series experience and other ways they bring awareness to their AR functionality (14:15). He discusses why they removed discounts for consumers who shared their AR-generated photos on Instagram, how they envision using AR to expand their customer base (18:30) and the most surprising thing learned after implementing AR and 3D imaging tools (21:20). Carson then shifts to the customer experience, describing their buy now, pay later option (22:30) and what he sees as the next step for improving online shopping experiences (24:00) before ending with their most successful digital marketing tactics (33:30).Don’t forget to rate, review, and subscribe.For More:Greg ZakowiczTwitter: https://twitter.com/WhatsGregDoingLinkedIn: https://www.linkedin.com/in/gregzakowiczTenth Street Hats:Website: https://www.tenthstreethats.com/Carson Finkle: https://www.linkedin.com/in/carson-finkle-%F0%9F%8E%A9-16762b17/Bronto Marketing Platform:LinkedIn: https://www.linkedin.com/showcase/bronto-marketing-platform/Twitter: https://www.twitter.com/BrontoWebsite: https://www.bronto.com
Bob Hitching, CEO of Playable, joins the podcast to discuss how the time to use video in email marketing has finally arrived. Bob starts by explaining why video is now an effective element of email marketing (2:20), then discusses ways to overcome time and resource constraints of video production (4:30) and use pre-existing video content (6:00). Bob then dives into how to use data, such as location and time of day, to make video even more relevant to subscribers (8:30). He then shares video content test results (11:00) and advice on optimizing messages based on those results (12:45), and then how the video experience differs from animated GIFs (15:50). He covers how to handle email clients that don’t support video (17:00), offers examples of how retailers using video in email (18:00), and what to expect when using video (19:40). Finally, Bob offers advice on how to get started using video in your email marketing, from selecting content and tools to overcoming time constraints with AI (23:00).Don’t forget to rate, review, and subscribe.For More:Greg ZakowiczTwitter: https://twitter.com/WhatsGregDoingLinkedIn: https://www.linkedin.com/in/gregzakowiczPlayable:Website: http://www.Playable.videoBob Hitching: Bob@Playable.video.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, Greg Zakowicz, senior commerce marketing analyst at Oracle NetSuite, discusses email marketing strategies for the 2019 holiday season. He begins with some of the key takeaways from last year and how they impact this year’s season (1:45), then covers the most appealing discounts and how to integrate them into your email planning (4:30). Greg then discusses the benefits of running daily deals and category-specific promotions (5:00) and how free shipping factors into these promotions’ success (6:00). Greg explores consumer expectations of free shipping, details how free shipping can generate sales (8:00), and shares ways to promote free shipping with subject lines (13:00) — he “wraps up” the promotional segment with tips on BOPIS (14:00), free gifts and loyalty points (15:00). Next, he breaks down how the Cyber Five has expanded into a ten-day marketing period (17:00) and Cyber Monday strategies (21:30) before sharing five key holiday planning items (28:00) and lifecycle message considerations for the holidays (30:00). He ends with a single email tip to give you an edge on the competition (36:00). For more holiday resources, be sure to view the resource links below. Don’t forget to rate, review, and subscribe.For More:Greg ZakowiczTwitter: https://twitter.com/WhatsGregDoingLinkedIn: https://www.linkedin.com/in/gregzakowiczHoliday Resources:Holiday Email Lookbook — 2019 Edition: http://go.bronto.com/LP=5352?regsource=WEB&nsCampaignCode=Online_WW_Horiz_HolidayLookbook2019_1019&elqCampaignName=Online_WW_Horiz_HolidayLookbook2019_1019&elqCampaignId=2964Email Marketing Resources: http://www.bronto.com/resources/Bronto Marketing Platform:LinkedIn: https://www.linkedin.com/showcase/bronto-marketing-platform/Twitter: https://www.twitter.com/BrontoWebsite: http://www.bronto.com/
I’m joined by Nancy Harhut, chief creative officer at HBT Marketing, to discuss how marketers can use behavioral science to nudge their customers and encourage purchase decisions. Nancy starts by covering how “eye magnet” words and the Von Restorff Effect can create more effective email subject lines and headlines (3:40), and then shares which word has been repeatedly associated with top-performing subject lines (7:30). Nancy dives into content by discussing ways to effectively use social proof to influence clicks and conversions (11:00), what makes a “good” email (17:00), what imagery makes a difference (19:00), and how using graphs and charts provides scientific backing (20:00). Next, Nancy details specific landing page techniques and the science behind product returns, and she discusses how the “endowment effect” can make returns a differentiator (33:50). Nancy then explores how behavioral science can affect the physical world (40:00) before outlining the potential pitfalls of using behavioral science in marketing (44:00) — and ends by sharing the best place for retailers to start using it (48:00). Don’t forget to rate, review, and subscribe.For More:Greg ZakowiczTwitter: https://twitter.com/WhatsGregDoingLinkedIn: https://www.linkedin.com/in/gregzakowiczHBT Marketing:Nancy Harhut: Nharhut@HBTmktg.comTwitter: https://www.twitter.com/nharhutLinkedIn: https://www.linkedin.com/in/nancyharhutBronto 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 Harry Cunningham, vice president of retail brand experience at Vera Bradley, to discuss what goes into designing modern-day brick-and-mortar stores that appeal to consumers. Harry explains some of the driving forces behind Vera Bradley’s redesign of their storefronts (5:45), and the steps taken when embarking on designing a new store concept (8:45). Harry explains how the store design revolves around solving shopper challenges (10:30) and how they used data to uncover some shopper opportunities (13:00). Next, Harry discusses how they factor generational cohorts into their store concepts (14:15), how they balance online and physical interaction for in-store shoppers (16:55), and how much the local community impacts the overall store design (18:00). Next, Harry explains the role of technology in the in-store experience, from balancing technology with traditional store principles (24:00) to how they incorporated VR into their stores, and how they view this technology as a future component of in-store retail (25:15). He’ll share how they know when a design update is needed (30:30), his insights into what he thinks the future of brick-and-mortar stores will look like (35:00), and where he finds creative inspiration (37:00). Harry shares examples of how even bad design ideas can turn into good ones (42:00) and provides advice for pulling the most creativity out of a collective group of people (44:00). Harry ends by sharing a personal story of a great in-store customer service experience and how it directly resulted in additional orders (49:00). Don’t forget to rate, review, and subscribe.For More:Greg ZakowiczTwitter: https://twitter.com/WhatsGregDoingLinkedIn: https://www.linkedin.com/in/gregzakowiczVera Bradley:Website: http://www.VeraBradley.comHarry Cunningham: https://www.linkedin.com/in/harry-cunningham-7a09baBronto 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 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. 
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