Episode 045: Email Marketing, Deliverability and Marketing to a Niche Audience

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

“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:

Kyle Randall: [e-mail]

Nate Martin: [e-mail]

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. [e-mail] | 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