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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

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.

Published in: Software, Technology, Business
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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