DiscoverThe Commerce Marketer Podcast: Talking eCommerce, Email Marketing, Retail, and MoreEpisode 040: Successful Email Marketing After Going Direct-to-Consumer
Episode 040: Successful Email Marketing After Going Direct-to-Consumer

Episode 040: Successful Email Marketing After Going Direct-to-Consumer

Update: 2019-01-01
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Many B2B companies today are making the move into selling direct-to-consumer (D2C). This allows companies to grow revenue, control their branding better, and provide a more personal customer experience. But trying to keep your partners happy while growing your bottom line can be like walking a business tightrope – but while difficult, it can be accomplished if planned properly.




In this episode of The Commerce Marketer Podcast, I am joined by the Director of Ecommerce at RST Brands, Matt Grimm. We’re going to talk about how RST Brands made the move from B2B into D2C, mistakes made along the way, email marketing and segmentation strategies, growing an email list from the ground up after launching a D2C site, connecting third-party purchases, and a whole lot more. 




You’ll hear about:


· How to approach your retail partners while making the move to D2C. 


· Product assortment strategies that make all retail outlets happy.


· Mistakes made early on and the most important lesson learned from them.


· Ways to grow your email database when you first launch your D2C site.


· How to use email to compliment purchases made on third-party sites. 


· Types of lifecycle emails implemented, and which ones convert best.


· What happened with their email marketing that made them realize segmentation was necessary?


· Segmentation strategies used in emails and why it matters.


·  How to maintain email engagement even after consumers make large purchases.




To contact Matt or learn more about RST Brands: 


RST Brands: https://www.rstbrands.com/ 


Twitter: https://twitter.com/rstbrands


Instagram: https://www.instagram.com/rstbrands/


Contact Matt: https://www.linkedin.com/in/matthewtgrimm/


Twitter: https://twitter.com/matthewtgrimm




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 Bronto


The 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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Episode 041: Best Moments of 2018, Presented Mullet-Style
 2018 was a great year for The Commerce Marketer Podcast. Over 26 episodes, we covered a variety of digital marketing topics like SEO, paid search, email marketing and segmentation, marketplaces, customer experience, IP infringement, and retail and marketing trends — to name a few.In this “best of” episode, I take a look back at some of my favorite moments — both serious and fun — from 2018. The episode is styled like a mullet, with business in the front and a party in the back. In the front portion of the program, we’ll highlight the business end of digital marketing and the retail space, while in the back end we’ll focus on the fun and unexpected guest moments.During the first half you’ll hear about:Key insights and advice into digital marketing strategies (1:55)**   Rethinking customer lifetime value**   Email marketing and segmentation**   Paid search and marketplaces**   Retailer content creation strategiesRETAIL TRENDS (20:52)**   What millennials want and what makes them loyal**   Amazon buying Google Ads**   Evolution in the supply chain**   Website content and UX design**   Consumer expectations around shippingIMPROVING CUSTOMER EXPERIENCE (26:48)**   Connecting with millennials and other generational cohorts**   How Sweet Pete’s and the Durham Bulls create fun customer experiences**   Lessons learned from the on-demand economy failures**   The secrets behind creating memorable pop-up experiences**   How to make your employees your biggest brand differentiatorENTREPRENEURSHIP: STORIES, LESSONS LEARNED, AND GROWING YOUR BUSINESS (36:08)**   Starting a brewery by watching YouTube**   How to identify an opportunity in the market**   How luck can play a role in entrepreneurial successHOW RETAILERS VIEW AND USE SOCIAL MEDIA MARKETING (40:47)**   How brands utilize social media to engage customers and humanize your brand**   Ways different social channels are used**   The changing landscape of social media influencers**   Video marketing strategies and how things have changedDuring the back half of this episode you’ll hear some of the funniest moments of the year, including:**   Funny moments and out-of-context audio (46:50)**   Best technical interruptions and tangents (51:05)**   “Is a hot dog a sandwich” debate (55:14)**   The most thought-out hot dog-sandwich answer (59:30)**   Which one meal would people eat for the rest of their lives (1:04:37)?**   The best guilty pleasures of 2018 (1:07:11)**   Go-to karaoke songs (1:10:22)**   Most unique and intriguing 15-second lightning round answers (1:12:44)I hope you’ve enjoyed The Commerce Marketer Podcast to this point. Keep listening for even more great episodes coming in 2019, and if you’re interested in sharing your story, be sure to let me know.Keep listening, give us a 5-star rating, and be sure to share us with friends and colleagues.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
Episode 040: Successful Email Marketing After Going Direct-to-Consumer
Many B2B companies today are making the move into selling direct-to-consumer (D2C). This allows companies to grow revenue, control their branding better, and provide a more personal customer experience. But trying to keep your partners happy while growing your bottom line can be like walking a business tightrope – but while difficult, it can be accomplished if planned properly.In this episode of The Commerce Marketer Podcast, I am joined by the Director of Ecommerce at RST Brands, Matt Grimm. We’re going to talk about how RST Brands made the move from B2B into D2C, mistakes made along the way, email marketing and segmentation strategies, growing an email list from the ground up after launching a D2C site, connecting third-party purchases, and a whole lot more. You’ll hear about:· How to approach your retail partners while making the move to D2C. · Product assortment strategies that make all retail outlets happy.· Mistakes made early on and the most important lesson learned from them.· Ways to grow your email database when you first launch your D2C site.· How to use email to compliment purchases made on third-party sites. · Types of lifecycle emails implemented, and which ones convert best.· What happened with their email marketing that made them realize segmentation was necessary?· Segmentation strategies used in emails and why it matters.·  How to maintain email engagement even after consumers make large purchases.To contact Matt or learn more about RST Brands: RST Brands: https://www.rstbrands.com/ Twitter: https://twitter.com/rstbrandsInstagram: https://www.instagram.com/rstbrands/Contact Matt: https://www.linkedin.com/in/matthewtgrimm/Twitter: https://twitter.com/matthewtgrimmI 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
Episode 039: Making CLTV Bloom With Email Marketing Segmentation
Think of the last time you bought flowers online. Chances are it was for a specific occasion. Most retailers selling occasion-based products obsess about driving repeat purchasers while minimizing churn — easier said than done. This is why segmentation and targeting tactics across digital channels is critical for achieving long-term customer loyalty. In this episode, I’m joined by Phil Irvine, CRM Director at online floral retailer Bouqs.com, who knows this story all too well. You may recognize the name from their appearance on ABC’s Shark Tank, but this time they’re on The Commerce Marketer Podcast where we discuss email marketing and segmentation strategies, driving customer lifetime value, and segmenting across digital channels. You’ll hear about:•How The Bouqs approaches their email segmentation strategy.•Segmentation tests, what they found to lift conversions, and why segmentation changes seasonally. •How to value different acquisition and retention channels and how they impact messaging and offers.•Preference centers and how your product offerings and AOV affect them.•KPIS to determine customer value and how product variety increases their loyalty.•Phil’s no. 1 piece of segmenting advice.To contact Phil or learn more about The Bouqs Co: The Bouqs Co: https://www.bouqs.com/ Twitter: https://twitter.com/TheBouqsCo Phil Irvine: http://www.linkedin.com/in/pirvine Twitter: https://twitter.com/@ndbruin09 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
Episode 038: Bringing Retail Supply Chain-Sexy Back
Have you ever checked a store’s site to confirm an item is in stock, only to get there and find that it wasn’t? Or maybe went to order something online but found it will take more than one week (gasp!) to reach you? What’s the next move… wait a week or shop elsewhere?Consumers today expect speed and efficiency with online purchases, and inefficient supply chain management can not only create a poor customer service experience but also unnecessarily increase retailers’ costs.In this episode of The Commerce Marketer Podcast, I’m joined by Bob Carver, the VP of Cloud Inventory Solutions at DSI. We’re going to talk about current supply chain trends, the evolution of supply chain management, why omnichannel is still difficult for retailers, and what to expect in the years to come. While it may not sound like a sexy topic, the supply chain matters to business success. And don’t worry, we’ll keep you entertained!You’ll hear about:•The evolving landscape of the supply chain and how it’s impacting retailers.•How global commerce has disrupted the supply chain.•When you should reassess your supply chain infrastructure.•How last-mile delivery is impacting the traditional supply chain.•Why retailers should look at last-mile as a revenue opportunity.•The biggest obstacle for transitioning supply chain management systems.•How one retailer successfully removed a distribution center to increase efficiency.Learn more about DSI: Bob.Carver@DSIglobal.com | https://www.dsiglobal.com/ | Twitter: https://twitter.com/dsimobile 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 | #TCMpodcast #BrontoPodcastSPONSOR: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
Episode 037: Paid Search Strategies, Changes, and Trends for 2019
During the 2017 holiday season, paid search drove more than 23% of website traffic. It is an important, and, for many, invaluable marketing tactic. But if not done right, it can be costly – too costly! As everything else in digital marketing evolves, paid search is no exception. In this episode of The Commerce Marketer Podcast, I am joined by the founder of StatBid, Roy Steves. We are going to talk about the changing landscape of paid search with both Google and Amazon, strategies for optimization, holiday planning, and what lies ahead for paid search in 2019. You’ll hear about:•The biggest paid search challenges for retailers today.•Keys to striking a balance between your mobile and desktop strategy.•Resources available to monitor your competition.•Keywords versus key phrases – which strategy is best to follow?•Are Google Shopping ads worth diving into?•Is paid search on Bing worth the investment?•Holiday planning strategies and how to capitalize on competitor mistakes.•What to expect from paid search in 2019.•How has Amazon changed the paid search landscape and how to adaptTo learn more about StatBid: Roy@Statbid.com | https://www.statbid.com | StatBid on Twitter: https://twitter.com/StatBid | Roy on Twitter: https://twitter.com/roystevesI 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
Episode 036: How to Get Amazon Reviews & Why Your First 50 Matter
Have you ever bought something on Amazon that had a 1-star rating – or no ratings at all? Me neither. Have you ever bought something on Amazon that you liked, but did not review it? Guilty as charged! Customer reviews can be critical to product success, especially when it comes to the first 10. But collecting them can be difficult. In this episode of The Commerce Marketer Podcast, I am joined by the CMO of Sellerlabs, Jeff Cohen. We are going to talk about strategies for collecting those first 50 ever-elusive Amazon product reviews. We’ll discuss under-utilized tactics, ways to add value for your customers, the Early Reviewer Program, what’s going to get you into trouble on Amazon, and more. You’ll hear about:•Why your first ten reviews are so critical to success.•What you can and cannot do when asking for reviews.•Amazon’s Early Reviewer Program: Is it worth it?•Under-utilized tactics that go into collecting product reviews.•Brand versus reputation and how it impacts product sales.•How your product category can determine your review strategy.•How to add a personal touch with customer messaging.•Ways to use your product listing to help encourage reviews.To learn more about SellerLabs: Marketing@SellerLabs.com | https://www.sellerlabs.com/bronto | Twitter: https://twitter.com/sellerlabs | Instagram: https://www.instagram.com/seller_labs/ We 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
Episode 035: Creating a Curiously Awesome YouTube Marketing Strategy
Retailer Vat19 has taken a video-first approach to marketing. With over 1,200 YouTube videos, and the majority of website traffic and sales originating from the channel, they have become dependent on YouTube videos to drive sales. But what happens when YouTube changes their algorithms, sending site traffic and sales plummeting? What happens when consumers tune out a video after only a few seconds? What happens when free social marketing turns out to be anything but?In this episode of The Commerce Marketer Podcast, founder and CEO of Vat19.com, Jamie Salvatori, discusses their approach to video marketing, why they chose YouTube as their primary marketing tool, how they adapted to YouTube algorithm changes, and how YouTube content changes caused employees to eat worms and brains.You’ll hear about:•Why Vat19 views YouTube more favorably than Facebook and Instagram.•Lessons learned from failed Facebook advertising.•How algorithm changes to YouTube impacted their business and content strategy.•How many views do they need to consider it a successful video?•Why the title and thumbnail may be more important than the video content.•When a video content strategy is right for your business.•A lengthy hot dog sandwich debate and Greg’s greatest fear.To learn more about Vat19: http://www.vat19.com YouTube: https://www.youtube.com/user/vat19com/ Twitter: https://twitter.com/vat19 Instagram: https://www.instagram.com/vat19/ We welcome your feedback and invite you to share any topics you’d like to hear more about. Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing | Become a guest --> https://cmpodcast.wufoo.com/forms/join-the-commerce-marketer-podcast/ And stay tuned for the next installment of The Commerce Marketer Podcast. In the meantime, you can subscribe to our series via: Spotify: https://open.spotify.com/show/7MDybDi1gAuQ1XlzFCtlHr Apple Podcasts: https://itunes.apple.com/us/podcast/oracle-bronto-the-commerce-marketer-podcast/id1261010964 Google Play: https://play.google.com/music/m/Ib2qjjjrnsdudd4mu2ud2go2aoa?t=The_Commerce_Marketer_Podcast_Talking_eCommerce_Email_Marketing_Retail_and_Moreor many other places where you listen to favorite podcasts.
Episode 034: Marketplace Bootcamp: Keys to Successful Selling
When you think of marketplaces like Amazon, Walmart, and eBay, do you think friend, foe, or frenemy? Selling on marketplaces is no longer as easy as throwing up a product listing and watching it sell. In today’s competitive environment, it takes consideration at every step of the process, from marketing and selling to fulfillment. In this episode of The Commerce Marketer Podcast, you get two Gregs for the price of one. Whether you’re just starting out or have a full-fledged marketplace operation, my guest today knows it all. I sat down with Gregg Shupe, Senior Product Marketing Manager at ChannelAdvisor, where we discussed how to begin and improve selling on marketplaces, what makes a good product listing, product reviews, and the pros and cons of different fulfillment options.You’ll hear about:•How to choose which marketplaces are right for you.•Too much or too little? What makes for a good product description? •How critical is advertising spend to success on marketplaces?•Factors to consider with setting the right price for your product.•How much free shipping actually affects customer purchases.•Which criteria to look at when determining if FBA is right for you.To learn more about ChannelAdvisor: Marketing@ChannelAdvisor.com | www.ChannelAdvisor.com | https://twitter.com/ChannelAdvisor | http://instagram.com/ChannelAdvisorWe welcome your feedback and invite you to share any topics you’d like to hear about. Greg.Zakowicz@Bronto.com | https://twitter.com/WhatsGregDoing
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Episode 040: Successful Email Marketing After Going Direct-to-Consumer

Episode 040: Successful Email Marketing After Going Direct-to-Consumer