Building Your eCommerce Empire
How To Use Email Marketing & Integration To Turn Your
Business Into An Empire
Hi My Name is:
Brooke Beach, Marketing Manager at Kevy
Will and Laura Land, co-founders of Empire Cell Accessories
Why are we here?
Why are we here?
- 90% of ecommerce businesses will fail in their first few years
- 71% of shoppers belie...
Our Story
 Building an eCommerce EMPIRE®:
- Started in 2003 with $300
- $300 a day goal
- Started on eBay and consistentl...
Our Story
 The Early Years:
- Very little automation
- Lots of copy and paste
- Human error
- As business grew became ver...
Our Story
 Stuck in the Middle:
- Utilizing multiple software pieces
- Struggled to get them to “talk”
- Often had to man...
Our Story
 Today:
- Run eight pieces of software that
“talk” seamlessly
- Manual transfer of data is very limited
- Able ...
Our Story
 What our EMPIRE® Looks Like:
- Own two brands – EMPIRE® and
MPERO®
- Products are listed for sale on 14
channe...
“Well, I..I’ll tell you why. Uh, because engineers are not good at
dealing with customers.” – Tom Smykowski (Office Space)...
How does this work –
practically?
To truly engage our customers, we must bridge the
gap between our systems
1. Be Human
2. Be Relevant
3. Know (really know) you have good data
4. Use Behaviors
Lets Get Practical
Be Human.
Batch-and-blast won’t cut it
A typical email campaign…
19% Open Rate
3% Click-Through Rate
0.5% Unsubscribe Rate
Why?
Non-...
Don’t be afraid
• Humorous articles and pictures
• Opinions on news, pop culture, and
society
• Memes
• General questions ...
Be Relevant.
Dear %%name%%....
The Noise…
You may also like…
Understand your
audience: their likes,
dislikes & behaviors.
Use Past Purchase
History & Order Data to
...
Engagement returns Loyalty
Don’t think you can just do the same thing over and over again
and continue to grow. You need either innovate or expand.
B...
Know (really know) you have good data.
Bad data woes..
How does bad data happen?
• Manual entry mistake
• Accounts that haven’t been updated
• Duplicates
• Poor integration
Aver...
The cold hard facts
• 22% of all its contact data is inaccurate in some way
• 30% sales say data is inaccurate
• 42% say inaccurate contact da...
“One accurate measurement is worth a
thousand expert opinions.”
More than 70%
of people made use of
a coupon or discount
f...
Use Behaviors.
• Cultivate real
conversations
• Listens and adapts
• Communications flow
one to the next
What is engaging?
Standard Email Triggered Interests Lift
Open % 19% Open % 50.0% 163%
Click % 3% Click % 5% 66%
The Proof
• “People who bought (personalize this with the item they
purchased) also bought (item). Buy this today, and we’ll ship it...
Tactics to Increase Email Engagement
How does Integration fit in?
Email marketing does not run on autopilot –
but your integrations can
What can integration do for email?
• Segment your order data for more personalized campaigns
• Enhance your Bronto lists.
...
Our Advice
 How to Build Your Empire:
- Embrace change
- Automate everything you can
- Seek out inefficiencies
- Start wi...
Building Your Business Through Email Marketing and Integration
Building Your Business Through Email Marketing and Integration
Building Your Business Through Email Marketing and Integration
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Building Your Business Through Email Marketing and Integration

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Building Your Business Through Email Marketing and Integration
Laura Land
CFO/COO & Co-Founder
Accessory Exports LLC

Brooke Beach
Marketing Manager
Kevy

What happens when a company decides to enlist the integration tools of Kevy with Bronto’s marketing platform? Laura Land of Accessory Exports will by joined by Brooke Beach of Kevy to discuss her company’s success story.

In a recent survey, 70% percent of executives responded that they are ready to complete integrating their cloud systems in the next 12-36 months. That means integration will play a huge role in business in 2014.

Land will explore the way that integration led to more effective marketing campaigns and sales for Accessory Exports, which then resulted in growth and an improved ROI.

Beach will then speak further on the benefits of integration and the ability to make your separate cloud apps act as one powerful, unified system. She’ll also discuss how leveraging data from other cloud apps helps customers get the most from their Bronto platform.

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  • I’m sure most of you remember this scene from Office Space where Tom is explaining to the Bobs what it is that he does at Initech. The Bobs are very perplexed as to why customers can’t just give the specs directly to the engineers.

    Well, if any of you have ever dealt with software engineers you will get exactly what he is talking about. And this is what we love about Kevy, they don’t make you talk to the engineers.

    When we first tried to integrate our shopping cart with Bronto we went to a company that built some API calls for us from scratch, and that was a very unsuccessful situation. After spending about $2000 on custom coding the code failed after only 6 months. When we tried to get support the company wanted to charge us hourly for any work that was performed to fix the code. Needless to say after about 4 month of going back and forth with them we decided to cut our losses and move over to Kevy. It is really nice to have a partner that has your best interest in mind and is willing to provide you a service that they stand behind.
  • I promise I didn’t pay her to say those things! But …I may be biased but she does have a bit of a point. We have seen time and time again that integration can be expensive and time consuming and messy – but you cannot really take advantage of your data unless they are integrated well.

    In fact, when I first reached out to Laura about her integration she made a comment that really stood out – which is partly why I asked her to join us today. But she said “online retailers rely heavily on software, from order management, shipping, web store platform, email marketing….in fact by show of hands…how many of you all are using at least 2 cloud apps or software platforms? 3? 5? 7?

    Wow. So you can completely relate to what she was saying – you all are emmersed in software. So you will be able to understand what Laura went on to say – “You said online retailers rely heavily on software, so it is absolutely, undeniably essential that they are able to talk to each other. If not, your business will not succeed.”

    I am in the business of integration so I of course loved hearing that but…more than that…it made me realize that what we are doing is important and honestly put even more urgency behind me to let people know there is a solution. In fact I read recently that 83% business execs think it is important to have access to cloud apps that not only talk to each other, but give access to fully integrated business data.

    How many of you have attempted integration? And how many gave up?

    So it is safe to assume we all know integration is important right? So then I want to spend the rest of our time taking a deep look not into why but into HOW. More specifically – as it relates to Email Marketing. There are a few ways we can use our Bronto integration to transform our business – but today – lets look at 4 ways you can use Email Marketing (via integration) to engage more customers.

  • We will go over how you can be more human and more relevant with the messages you send. Know you are sending to the RIGHT people (that is always a scary topic) and how you can use behaviors to actually engage.

    These four elements will create a strong frame work of which other efforts will fallow. Im a big story person so hopefully we can make this fun along the way as well.
  • Im sure this looks pretty darn near identical to your current inbox. Right? “Buy one get one! 50% off! 20% off 100 or more!” But how do you break through if ….everyone is doing the same thing?


    You may already know this but a recent study showed that email marketing still reigns king as the most effective way to reach customers, accounting for higher conversions than search and social combined.
    (http://econsultancy.com/us/blog/63855-five-stat-packed-christmas-ecommerce-infographics)

    65% open email from mobile.

    But are they reading it? Consumers can be fickle — I know because I’m also a consumer. I consider myself loyal to a brand but would be lying if I said I wasn’t interested in a sale or coupon from a possible competitor. One thing I can’t deny, though, is the appreciation I have for brands that know and speak to me.
    And Im not crazy so not expecting a call with a brand in practical sense, but I can tell they pay attention through the messages I receive.

    Truly personal content that generates engagement and loyalty stems highly from your data. When you know and can utilize your data well, you can make your brand seem less robotic, more human.

  • Lets talk about “Humanized Branding”. So this is not a new concept, but the execution is often missing from online retail stores. Too often we treat our brand as a “thing” rather than a person. Whether you realize it or not, your brand does have a personality and reputation. Audiences pick up on the tone of voice, messaging, content and style of your brand. This “personality” is often what draws, or prevents, customers from buying from your store.

    We need to learn about our audience to better relate to them.

    So does anyone here watch Parks and Rec? It is by far one of my favorite shows – up there with Modern Family –Ron Swanson who a main character – he is the hilarious old-school character who probably still thinks the internet is a trend
    In one of the episodes he is trying to buy a handcrafted mahogany wood model B25 Mitchel Pancheato Aircraft then this ad pops up and says “Hey Ron Swanson check out this great offer”

    He asks a coworker, April, to explains how in the hell it knows. She explains and Ron looks at her with a horrified face and says “soo.. it learns information about me?!”

    The next scene is him throwing away his computer and monitor in the dumpster. But as creepy as it is, that is exactly what we are suppose to do. Learn about our customers.

    But I do need to preface - Use discretion – if you don’t have good discretion then use someone elses – just don’t be a creeper.

    If we don’t learn about our customers – we will end up sending pointless information that will make this happen. This is Ron Swanson by the way. Why – because a typical batch and blast email campaign is old news – and I cant blame users. For the most part these messages are irrelevant or have nothing to do with what they are interested in.

    When you’re tracking not only behavior but also order data, you’re able to get a better view of your customers’ likes, dislikes and wants. This helps you, as a marketer, create messages that are more in tune with your audience’s personality.

    http://www.marketingprofs.com/charts/2013/10751/email-open-and-click-through-rates-benchmarks-by-industry
  • And don’t be afraid to add personality. Sometimes we get worried we will offend or maybe not like our personality….;)

    But – in order to be effective in creating a more human side to your brand, you need to reflect on your current voice and how it can change or be enhanced.



    Now how does this relate to integration? Nice question- with integration you can automatically update your Bronto lists with past purchase history, order data, social behaviors and a great deal more….this will help you be more human but also send more relevant, personalized messages to your audience.

    Which brings us to our next point: BE RELEVANT

  • Nothing worse than someone trying to be cool but have no idea what you are interested in or talking about.

    Stories:
    Retargeting ads from wedding to babies

    Grandma – has no clue that we are not eating the same foods, or can get the recipes online. I kid you not, the latest garage sale cook book had a front cover feature of jello mold topped with none other than a generous helping of yes you guessed it – mayonaise. I mean what could be better than a little mayo with your jello right?

    Well the point is, God love her, but she hasn’t figured out (or maybe has choosen not to believe) times have changed. Rather than giving me information or material that is useful, she gives me recycled material – how often do we do that with our own messages and content?
  • So going back to a similar theme we grazed over earlier is the fact there is a lot of noise out there. And I have been in B2C before so I will loop myself in but us B2Cers are some of the biggest culprits of this. We over send and over saturate the inbox hoping they will open at least one of our 200 emails – am I right?

    I was saying this in a meeting a while ago and some sweet heart raised her hand an said “Oh we are being very personal – we address every email with the name”. At the moment all I could think about was how in the world can I skip over the next slide cus I knew what was coming…..which is this….

    There is an obvious difference between a truly personal message and the blast email masquerading as personal. A "Dear <name>" email is headed in the right direction, but can be just as impersonal as a nameless one. The difference is in the content.
  • There’s nothing worse than getting an endless stream of batch-and-blast emails that have nothing to do with your interests. Being relevant with your audience is pivotal to engaging and growing your customer base.

    Through integrating information like order data, contact information and past purchase history, you can create targeted, personal and relevant messages that cut through the noise of your customers’ inbox.

    For example here is an email that not only incorporates a first name but also dynamical pulls in my recent ORDER DATA as notes in the orange and then suggests things I might also like based on my last purchase. BINGO!! This company knows me and will probably get me to purchase again upping their ROI on me as the consumer.

    Personalized wweb experience


  • Remember, think relationship vs. blast email.

    You are trying to build a connection with your customer base to set you apart from your competition, use dynamic content to call your customer by name. You already have the customer, make sure they know you value them through your personalized email campaigns.

    You are 60-70% likely to sell to an existing, while selling to a new customer is just 5-20%. This is something we hava to get better at. Do you ever feel you are so focused on getting new leads that you are dismissing the largest potential income you have. Really though – sometimes I get bogged down into rising numbers, spreading the word or getting new customer that I ignore our exsiting buyers. Instread of creating deep relationships (to cultivate loyalty) I create a lot of shallow ones. But what do you think happens to those shallow relationships when someone waltzes by with a coupon – we loose them.

    Personalized email marketing can often be cumbersome but the most successful ecommerce stores realize that their focus should not be placed solely on gaining first time buyers but rather to invest in repeat buyers through customer loyalty.

  • Laura: eCommerce is a cut throat industry and you never want to get caught dead in the water. We have found that the two best ways to push year over year growth are Innovation and Expansion.

    We are constantly expanding our product lines to meet the needs of today’s consumer. Whether it’s staying on top of newly released phone models or current fashion trends we know that forward momentum only comes from change.

    One of the really unique products that we design and produce on a bi-yearly basis is our Signature Series. This is an entire series of cases based on current and up and coming fashion trends. On the screen you can get a sneak peek at our Summer 2014 Collection that will be available for purchase at the end of May. Stay fresh, stay relevant.


    Brooke: This is a perfect example of staying relevant. But there is on small caviat to this who idea of being relevant. This is all great and practical in theory but sending thos personalized, relevant messages hinges greatly on our data. Oh…we’re going there.
  • Stories:

    Has anyone ever sent a text to the wrong person…..? Yeah – that is exactly what it is like when you send the wrong email. I remember I was on a date once and texted a friend how bad it was going. I slipped my phone back in my purse like I had casually checked the time or perhaps the weather. Then …to my horror…I saw his phone buzz. From me. He looked at me and grinned like I was being playful, Ill I could do was stare desperately into my mashed potatoes. It was too late. The date was over. I paid for my half.

    You don’t want to be that person.

  • But it is more than just the embarrassment factor – you could actually be losing revenue. I found that the average company loses about 12% of revenue due to bad data.

    Have you ever created an email and literally held your breath as you click the ‘send’ button. I know I have. Before my time at Kevy, I worked for a different company and was part of their email marketing team. We would spend hours creating a campaign that we felt good about. The problem? We didn’t feel good about our data.

    Because we didn’t have the proper integrations in place, we had to manually download and import .csv files into our email marketing outlet. Sound familiar? No matter how long we spent, we’d still get high bounces, spam ratings or even opt-outs. We used multiple systems across departments, which meant we were never positive the most up-to-date and accurate information was reflected in our lists. Sometimes we’d even end up sending emails to people who had already opted out from a different system (ouch!).
  • Raise your hand if you are completely 100% confident your data is accurate – cus I want to meet you.

    Really though – these stats say a lot in terms of the damage bad data can have on your bottom line. But more than that – it can impact the confidence your customers have in you. If you have a buyer who has visited your store more than once or even made a purchase but you accidently email her as Jim instead of Ashley, that isnt going to go over well..

  • It has been said: “One accurate measurement is worth a thousand expert opinions” – Admiral Grace Murray Hopper. So no matter how much “expert advice” you hear or read, the most value will come from taking full advantage of your cloud apps and the data they hold.

    Imagine, as soon as someone checks out in your ecommerce store, being able to send them a thank you email with coupon for the next purchase. In fact, as many as 70% of people made use of a coupon or discount from a post-purchase marketing email within one month of their first purchase. (2012 Blue Kangaroo study)

    When your data is flowing seamlessly back and forth between your cloud apps, you can do this. Wouldn’t it be nice to work less but get more.
  • Alright behaviors – this is a fun one.

    Have you ever had a friend that isnt the best at listening, or maybe likes to talk about themselves just a bit too much. You know – those friends where you could them you just ate lunch or say you just won an olympic gold metal and they would give you the same reaction. Or worse – they give you the “oh cool, anyway..” answer. Oh there is nothing more frustrating.

    Yeah – not fun is it?

    These people can’t read cues, understand where you are coming from or cater to your needs. Why? Because they don’t listen. You may not be that person in your personal life, but are you like that with your business?
  • In order to be truly engaging we HAVE to look at behavior. Every interaction with a customer is a link within the context of a communication chain. So what does that mean? It means this:

    Don’t look at each discrete message, or even each campaign, as a unique event. Marketing is not a candy machine. We need to be fluid. Compile the interactions we have across multiple platforms, adapt and respond accordingly.

    When behavioral cues are not used, email can be experienced as an interruption. And this is not good. What we consider to be a highly-coordinated "drip campaign" may feel more like water torture to the receiver.

    This is where we have to be agile and forward thinking. What if we could trigger emails based on certain behaviors. Some are doing this already through abandon cart but what about other behaviors like purchases, web page views, tweets or articles shared. Fascinating right?
  • It can help you do everything we already talked about.

    Managing, running, and building your business or department is a lot of work -- you don’t need to add manual data entry on top of that list.

    Kevy’s simple plug-and-play system allows you to automatically share data between your cloud apps, enabling you to:
    Segment your order data for more personalized campaigns. Use past purchase history, order data, social selling metrics, and more to send highly personalized content to your customers and prospects.
    Enhance your Marketo lists through tracking order and purchase history, creating customer profile data, monitoring email behavior statistics, incorporating social engagement, and more.
    Send highly targeted messages based on past history and customer data. This integration will help you to better cross sell, up-sell, segment lists, recommend products, retain, reward, and convert your customers.
  • So just to give in idea – and you will be seeing these integrations and more within your Bronto app starting this week (?). With this you will be able to automatically integrate and sync data back-and-forth between Bronto and these other cloud apps.
    Hopefully this will help equip you with the tools you need to make your ecommerce store or you business a huge success. And with that, Will and Laura – do you have any advice for people in the online retail industry or small business owners?
  • Change is tough but good – don’t become stagnant, ecommerce is a quick moving industry and depending on your product you may need to move even quicker. Change takes effort and commitment but is always worth it.

    Don’t waste time on task that can be automated, you don’t have time to do the same task over and over again you need to be focused on keeping up with trends

    Seek out the things that need to be changed. I find one of the best ways to do this it to shadow or actually do an employees job for the day. You will be shocked at the time people and poor systems waste.

    We build everything backwards, who cares what we want, we need to know what the customer wants and how they want it delivered.

    Good partners are invaluable. Some of our biggest successes and growth spurts have come from the relationships we have built with our partners. They are a wealth of knowledge and most of the time your success means their success.
  • Building Your Business Through Email Marketing and Integration

    1. 1. Building Your eCommerce Empire How To Use Email Marketing & Integration To Turn Your Business Into An Empire
    2. 2. Hi My Name is: Brooke Beach, Marketing Manager at Kevy Will and Laura Land, co-founders of Empire Cell Accessories
    3. 3. Why are we here? Why are we here? - 90% of ecommerce businesses will fail in their first few years - 71% of shoppers believe they’ll get a better deal online than in stores - Forrester expects online retail spending will increase 62% by 2016 (State of eCommerce)
    4. 4. Our Story  Building an eCommerce EMPIRE®: - Started in 2003 with $300 - $300 a day goal - Started on eBay and consistently embraced market expansion - Ever changing industry, ever changing company
    5. 5. Our Story  The Early Years: - Very little automation - Lots of copy and paste - Human error - As business grew became very bogged down with repetitive task - Started to seek out software to manage order fulfillment
    6. 6. Our Story  Stuck in the Middle: - Utilizing multiple software pieces - Struggled to get them to “talk” - Often had to manually transfer data - Wanted better data analysis - Wanted better efficiency
    7. 7. Our Story  Today: - Run eight pieces of software that “talk” seamlessly - Manual transfer of data is very limited - Able to effectively analyze data - Feel most systems are efficient
    8. 8. Our Story  What our EMPIRE® Looks Like: - Own two brands – EMPIRE® and MPERO® - Products are listed for sale on 14 channels and in 5 countries - Ship over 7000 order per day - 47 employees
    9. 9. “Well, I..I’ll tell you why. Uh, because engineers are not good at dealing with customers.” – Tom Smykowski (Office Space) Why Kevy?
    10. 10. How does this work – practically? To truly engage our customers, we must bridge the gap between our systems
    11. 11. 1. Be Human 2. Be Relevant 3. Know (really know) you have good data 4. Use Behaviors Lets Get Practical
    12. 12. Be Human.
    13. 13. Batch-and-blast won’t cut it A typical email campaign… 19% Open Rate 3% Click-Through Rate 0.5% Unsubscribe Rate Why? Non-personal messages Broad information Connect
    14. 14. Don’t be afraid • Humorous articles and pictures • Opinions on news, pop culture, and society • Memes • General questions about life • Insightful quotes, images, and recommendations
    15. 15. Be Relevant.
    16. 16. Dear %%name%%.... The Noise…
    17. 17. You may also like… Understand your audience: their likes, dislikes & behaviors. Use Past Purchase History & Order Data to send more personalized messages. Brooke, thanks for your purchase of (%%Order_data%%)! We found these other items you may find interesting: Personal over…blast
    18. 18. Engagement returns Loyalty
    19. 19. Don’t think you can just do the same thing over and over again and continue to grow. You need either innovate or expand. Be Relevant
    20. 20. Know (really know) you have good data.
    21. 21. Bad data woes..
    22. 22. How does bad data happen? • Manual entry mistake • Accounts that haven’t been updated • Duplicates • Poor integration Average company loses 12% of it’s revenue due to bad data. How’s your data lookin’?
    23. 23. The cold hard facts
    24. 24. • 22% of all its contact data is inaccurate in some way • 30% sales say data is inaccurate • 42% say inaccurate contact data is the biggest barrier to multichannel marketing • 67% reported problems delivering email • 70% of organizations running loyalty programs reported problems - inaccurate customer information (34%) the chief cause The cold hard facts
    25. 25. “One accurate measurement is worth a thousand expert opinions.” More than 70% of people made use of a coupon or discount from a post-purchase marketing email within one month of their first purchase
    26. 26. Use Behaviors.
    27. 27. • Cultivate real conversations • Listens and adapts • Communications flow one to the next What is engaging?
    28. 28. Standard Email Triggered Interests Lift Open % 19% Open % 50.0% 163% Click % 3% Click % 5% 66% The Proof
    29. 29. • “People who bought (personalize this with the item they purchased) also bought (item). Buy this today, and we’ll ship it with your (item they purchased) for free!” • “What other VIP clients choose: …” • “You’re almost there! Just one more order, and you’ll have Platinum status” Opportunities to send triggered messages:
    30. 30. Tactics to Increase Email Engagement
    31. 31. How does Integration fit in? Email marketing does not run on autopilot – but your integrations can
    32. 32. What can integration do for email? • Segment your order data for more personalized campaigns • Enhance your Bronto lists. • Send highly targeted messages based on past history and customer data • Help give a more unified view of your customers • Make your life a little easier
    33. 33. Our Advice  How to Build Your Empire: - Embrace change - Automate everything you can - Seek out inefficiencies - Start with the customer - Find good partners

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