The Commerce Marketer Podcast: Making CLTV Bloom With Email Marketing Segmentation

Greg Zakowicz, Senior Commerce Marketing Analyst

Greg Zakowicz, Senior Commerce Marketing Analyst

Author Bio

Greg Zakowicz is a senior commerce marketing analyst at Oracle + Bronto. With more than 10 years of experience in email, mobile and social media marketing, Zakowicz knows the retail industry and its challenges, staying on top of the latest trends by leveraging deep insight into the marketing spectrum. His subject matter expertise stems from his experience in providing commerce marketers — including numerous Internet Retailer Top 1000 clients — with in-depth analysis of their marketing programs, recommendations for improvement, best practice support and implementation guidance and execution.

Zakowicz is a frequent webinar speaker and presenter at ecommerce events, such as Fashion Digital New York, SIA Snow Show and ROI Revolution Summit. He has been published by top retail and marketing publications, including Power Retail and Inside Retail, and is a regular contributor to Bronto’s Commerce Marketing blog. You can follow him on Twitter at @WhatsGregDoing.

Host: Greg Zakowicz, Senior Commerce Marketing Analyst, Oracle Bronto

Guest: Phil Irvine, Director of CRM, Bouqs.com

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.

Listen Now: SpotifyApple Podcasts Google Play | CastBox | Stitcher | TuneIn | YouTube

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 | @WhatsGregDoing | Become a podcast guest | #TCMpodcast #BrontoPodcast

And stay tuned for the next installment of The Commerce Marketer Podcast. In the meantime, subscribe to our series via Spotify, Apple Podcasts, Google Play or many other places where you listen to podcasts.

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