The Commerce Marketer Podcast: Talking eCommerce, Email Marketing, Retail, and More

Luke Peters, CEO and founder at NewAir Appliances and Retail Band, joins this episode of “The Commerce Marketer Podcast” to discuss specific strategies retailers and companies can follow to reduce the burden of tariffs. Luke starts by discussing how the tariffs have impacted NewAIr and their cost of goods (COG), and why simply finding a new supplier isn’t a realistic option (2:00). He explains what to look for in the supply chain to find opportunities for price relief (7:00), and outlines strategies to renegotiate and lower your manufacturing costs and and which parts of your agreement might provide the most leverage (10:30). Luke then shifts gears and dives into freight-specific issues, such as systems, duties and credit terms (18:00). He describes internal systems, processes, and packaging options to look at that can reduce costs and improve efficiency (21:40). He discusses how to approach third-party vendors to decrease costs, and then recalls mistakes made and lessons learned from them (30:30). Finally, Luke shares the most important thing to keep in mind when going into negotiations with your vendors or suppliers (35:30).

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Zach Lones, director of social media marketing at Walmart, joins this episode of “The Commerce Marketer Podcast” to discuss how Walmart uses social media and their employees to engage with local communities and increase in-store traffic. Zach starts by describing the genesis of the store-level social media programs (2:00), choosing social platforms (8:30) and how they establish best practices and types of training needed (10:00) for participation. He explains how the program is structured for day-to-day use (12:00) and which KPIs the social team and store-level managers look at to determine the success of the posts (14:15). Zach then shares stories of how program participation has improved teamwork and moral among employees (17:30) before switching gears to describe the viral online grocery pickup (OGP) rap challenge videos (20:30). He explains what it was, how it impacted their relationship with their customers, and how it generated additional ideas for store associates in social engagement opportunities (24:30). Finally, Zach shares pitfalls to avoid, how to empower employees to create social content (28:45), and what other companies can learn from it (32:10).

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Phillip Jackson, chief commerce officer of Something Digital and co-founder of Future Commerce, joins this episode of “The Commerce Marketer Podcast” to discuss expected commerce trends in 2020 and beyond. Phillip starts by describing the biggest trend that he expects to dominate the industry in 2020 (6:00) and discusses how venture capital fails at creating sustainable businesses (7:00). Phillips shifts gears to Amazon, predicting a long-term trend he expects to emerge this year (11:20) and how the cost and speed of shipping may threaten Amazon’s place at the top (13:00). He then delves into brand content and how retailers can neutralize larger competitor advantages with it (19:30). Phillip discusses the on-demand economy and how it’s paving the way for ghost brands and other non-ownership-based businesses (23:00). Phillips segues into the impact Gen Z has on retail, talking through potential backlash on larger corporations (27:00), sustainability and social causes, and brand loyalty (33:00). Finally, he assesses how the in-store shopping experience will change in the short-term (40:00).

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Drew Cook, CFO of Pact Clothing, joins this episode of “The Commerce Marketer Podcast” to discuss social causes as part of a brand’s ethos and marketing strategy. We outline the growing trend of sustainability amongst retailers and how “greenwashing” deceives consumers (2:00). He then discusses how terms like “organic” and “sustainable” can both aid marketing efforts and mislead consumers (4:30), and then cover how consumers’ expectations of corporate sustainability impacted Pact’s marketing philosophy and cause-based approach (7:30). He then speaks to the related practical challenges of sourcing and producing items at higher costs (10:30), delving into how beneficial being sustainable really is when consumers aren’t willing to pay more for the products (13:00). We switch gears to discuss sustainability in their post-purchase marketing efforts (16:00), growing a brand while staying true to its ethos (18:30), and how publicly addressing customer concerns improves their processes (22:30). He ends by sharing his thoughts on whether businesses need a social cause to stay relevant with today’s consumers (26:00) and why launching a cause-centered store is more challenging than ever (27:40). 

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On this episode of “The Commerce Marketer Podcast” I’m joined by Viv Conway and Tash Meys who share their strategies for growing your Instagram followers — and attracting the right ones. The founders of Ace The Gram start by discussing how to use Instagram the “right way” (9:20) and how businesses can decide what purpose it should serve (10:20). Next, they give a case study illustrating high-quality content and overall strategic plan, and then shift gears to discuss images (15:00) and tentpole strategies for growing followers (17:10). Tash and Viv then shed light on what makes a “good” Instagram (IG) post (18:15), how that differs from a good IG Story (20:30), ways to use Stories and how to develop a Highlight strategy (23:30). Next they cover how to develop a complete strategy around them, from how many to use and where to put them in a post for maximum effect (25:00). They answer the age-old question, “How often should I post?” (32:15) and share their method for structuring successful giveaways (36:00). They end by discussing the influencer industry and specific tools and tips for getting things done with limited internal resources, before finally sharing the first things they’d do on IG if they were starting a business today (51:46). 

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I’m joined by Luke Daniel Lucht, co-founder and research director at Research Farm, to discuss developing retail technologies around the globe and how they may impact the future of retail. Lucht begins by discussing approaches and challenges to unmanned stores overseas and what they could mean for similar stores in the U.S. (3:10) — and how the Amazon Go model fits into the future of these store formats (5:40). Next, he discusses what facial recognition might hold for retailers and consumers (10:00 and China’s new social credit system. He describes how it’s being used to curb and influence both shopping and public behavior and its implications for democratic countries (13:00). Daniel shifts focus to online grocery trends and how UK trends may impact the US online grocery market (23:30). He then dives into the future of autonomous vehicles (29:35), robo-warehousing and the future of grocers using vertical farming to provide fresher produce (34:00). Lucht also talks about how retailers can target consumers based on mood as signaled by wearables and how they interact with smartphones (37:50). Finally, he turns back to the online grocery market and which new grocers we should be watching for (45:00).

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CEO of MIVA and author of Dragonproof Ecommerce Rick Wilson joins me on this episode of “The Commerce Marketer Podcast” to share his perspective on the state of ecommerce and the consumer landscape. Wilson also hosts the “Protecting Your Online Business Podcast,” where he recalls stories and lessons learned from more than 20 years in ecommerce. Wilson starts by discussing what he thinks is the “end of the beginning of the ecommerce landscape” and retailers’ problem with free shipping and returns (5:00). Next, Wilson describes how the dot-com bust changed best practices, which new ones are transforming (7:10) and lessons to learn other brands’ mistakes (10:45). He then talks through modern marketing strategies and how to see into your own marketing blind spots (16:15). Wilson shifts gears to discuss effective meeting structures and how Amazon can be a catalyst for positive change (29:00) before predicting what Amazon and ecommerce will look like in the future (33:00). He goes on to theorize about the impact of AR and VR (38:40), the role "headless commerce" will play (42:00), and the most interesting ecommerce development of the past 20 years (44:00). 

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I’m joined by Luke Peters, CEO and founder of NewAir Appliances and host of the Page 1 Podcast, where he shares their blueprint for successfully launching new products. Luke starts by describing his ideal customer (2:15) and why New Air pivoted away from exclusively selling direct-to-consumer (2:50), and then explains how their 50 new product launches a year bring value (8:00) and the benefits of having the same SKUs for both your website and retail partners (12:00). Luke shifts to why customer reviews and YouTube influencers are a vital part of their launch strategy (15:20), discussing the most valuable types of on-site content (18:50) and elements of a successful YouTube video (21:00). Next, Luke dissects paid ad strategies and how opportunities on marketplaces impact a launched product’s ROI (24:10). He then discusses the importance of product reviews and his strategy for collecting early reviews (26:40) before wrapping up with contingencies for launches that don’t go as planned (33:20). He finishes by sharing some launch strategy pitfalls (39:30) and the biggest mistakes he sees other companies make when launching their own products (43:00). 

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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).

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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).

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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. 

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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.

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). 

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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).

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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. 

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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).

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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!

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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). 

Jennifer O’Connor of The University of Kansas Bookstore describes the bookstore industry’s evolution (4:30) and how they drive in-store traffic with social media (6:18). She details ways to overcome email segmentation challenges by using other digital marketing channels (13:40) and compete with larger retailers, who can offer larger selections and discounts (17:25). She also shares ways to integrate social media with email marketing campaigns (20:00) and lessons from their first Facebook Live event (22:30). In the final segment, O’Connor shares their six-month email marketing roadmap (24:23) and marketing strategies for the busy season (27:00), closing with the rationale behind their delivery program expansion over BOPIS (28:40).

In this episode, co-founder of the influencer marketing agency Viral Nation Joe Gagliese discusses the ins and outs of the billion-dollar influencer marketing industry. Joe sheds light on influencer marketing misconceptions and explains how a brand should determine whether influencer marketing is a good fit for them (9:10). He explains what the process of working with influencers looks like (11:30) and the challenges of working with both micro and macro-influencers (15:00). And the money — Joe describes the different payment structures you can use and how company size impacts this (19:00). He also breaks down pitfalls to be wary of (23:20), the nuances of working with influencers (28:50), and the importance of analytics (32:25).

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:

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:

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:

  “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:

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: 

 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 strategies

RETAIL 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 shipping

IMPROVING 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 differentiator

ENTREPRENEURSHIP: 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 success

HOW 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 changed

During 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.

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: