hey everyone as you know our YouTubechannels primarily focused aroundselling on Amazon but we've alsodiscovered that the majority of ouraudience also has their own smallecommerce stores so we wanted to bringon Joe from Clay vo which is a marketleading marketing automation platform totalk to us a little bit more aboutselling through your own e-commercestores and some of the things that wecan be doing from a marketing standpointto ultimately grow our business Joe howyou doing today I was going thank youfor having meI've been with clavia for about sixmonths now and we have a really amazingproduct that I'm super happy to hear totalk about todayunlike most marketing platforms that areout there clavia really focuses onhelping ecommerce businesses grow we dothat through a lot of different ways butthe main differentiators that we werenatively built to help ecommercebusinesses really listen and understandwhat their customers are actuallytelling them either through likebehavioral data that they're sharingthrough you know their web browsingactivity or through their actualpurchasing or web browsing on productpages things like that but then we allowyou to do is create really customizedemail marketing and advertising messagesto share with your customerswe believe that segmentation andpersonalization are what really helpsyou build true customer relationshipsand that's the big clavia differentiatorwe believe that by building reallystrong customer relationships and doingthat at you know a pretty sizeable scalethat's how you can really start to drivegrowth and value for your business soJoe I think the majority of the peoplewatching this they you know they sell onAmazon oftentimes people looking todiversify their sales off of Amazon andprobably what's most common of ouraudience is to have a small Shopifystore or another econ platform wherethey're they're getting started to sellsome of their products off of Amazonmost of them are a little bit smallerand the majority of are probably kind oflike just getting started in thee-commerce game so why don't we startthere and talk a little bit about whatyou see is some of the most importantthings for these people who are you knowjust getting started with their firste-commerce store to be thinking about asas really just general marketing goes Ithink in today's day and age the biggesttenant that you should really bethinking about is what do you know aboutyour customers and what data points doyou have on those customers that you canuse to really help craft really specificmarketing one of the things that wealways say Flavio is the days ofbatching blast email are dead those werethe days when you would sort of look atwho you had on your customer list andyou would decide to send every singlecustomer whether it was a hundred or10,000 or more all the same you knowpeople don't really respond to that Ithink what we've seen as time has goneon is their expectations for what goodmarketing is has really elevated they'relooking for you know brands andadvertisers to provide them with reallyspecific messages that are about theproducts about the content about what'sof interest to them as an individual andI think one of the things with that isunderstanding the data that you have soreally being cognizant of the differentpoints that you're getting from yourecommerce platform for instance and howyou can really use that information tocurate the marketing messages thatyou're sending and some of these emailfunnels can get pretty complex you knowa lot of people who are verysophisticated marketers have some reallypretty amazing email funnels if you arejust getting started what do you feellike is like the lowest hanging fruit orlike the first maybe two or three oreven five different types of just kindalike email funnels or marketingautomation you should set up for yourcustomers definitely for us we alwaysrecommend that first and foremost whensomeone comes to your website and theysign up to receive your newsletter orthey sign up to be on your file thatyou're actually sending them a welcomeseries that you're welcome welcomingthem and thanking them for the actionthey've just taken you're sharing someinformation about your brand maybeyou're sharing what some of your topproducts are that other customers whohave subscribed are interested in sortof just giving them some cues on how toengage with your brand how best to youknow approach your products what yourdifferent product selection is dependinghow many individual items you have youwant to give them you knowsome highlights what are the top sellerspeople love those types ofrecommendations the next one that Ithink is really important and it'sdefinitely a moneymaker for ourcustomers is really thinking about yourabandoned card series so what that meansI'm sure you've all received an emaillike this before but you have someonewho's on your website and say they'rebrowsing you know hair care products orsomething along those lines and they putsomething in their cart but they don'tactually go through and purchase that'sa prime opportunity to you know sendthem an email shortly thereafter sayinglike hey Greg like you left this in yourcart did you want to buy it they wereobviously very close to making thatpurchase what we see is that thatadditional sort of just it's a gentlepush it's a gentle prompt like are yousure you didn't want this product reallyhelps to drive conversion additionallyanother flow that we really recommend tothink about is abandoned browse behaviorso similar to abandon cart you seesomeone who is engaging with the productmultiple times that's a really bigopportunity to reach out to them andmaybe send them a small offer for youknow five or 10% or 15% whatever yourthreshold is on that particular productjust to get them to sort of push overthe edge you know through their behaviorthat they're engaging with the productthey're looking at it so they'reinterested it's the perfect time to sortof incentivize them and say like hey areyou you know is this product right foryoucool thanks for those Joe's so welcomeseers the abandoned cart email is anabandoned browser serious all I agreethose are all kind of like low-hangingfruit items on forgetting our buildingcustomer kind of like engagement andloyalty than getting them come back tofinish kind of that purchase the way Ithink about it you may think about alittle differently Joe's like when we'rethinking about kind of marketingautomation to me like email is probablythe easiest to set up and probably thelowest hanging fruit I know when you usea platform say like Clay vo the way atleast my brain works like the next stackof kind of complexity on top of that orif you want to get a little bit moresophisticated is stacking on top someperformance marketing ads something likeFacebook ads do you want to talk alittle bit about like taking it to thenext level and how you canbuild segments and target for differentfor example Facebook ads great questionso this goes back to what we weretalking about a little bit earlier theidea of using your data to buildsegments and to really drivepersonalization through those segmentsof people's buying behavior you canbuild a segment through play videoreally based on any sort of data pointthat you have about a customer thinkingabout it in the most simplistic way wehave something we often talk aboutcalled like our VIP shopping list oryour VIP customers those are thecustomers who are shopping with youfairly regularly they're spending quitea bit of money with you and they're youknow average order price is fairly highthey're kind of your brand advocates sothose are the individuals when I thinkabout how I want to grow my business Iwant to go find more people who matchthose same sort of customer attributeswith Clay vo what you can do isessentially build out that VIP segmentand then you can essentially sync itwith Facebook and then throughFacebook's targeting you can actuallysay hey go find more of these VIPshoppers using their look-aliketargeting you would create your adsdirectly in facebook and then you youknow give them some sort of a brandvalue message something to drive thoselook like VIP shoppers to your site andhopefully convert them what are someother items that you see e-commercestores doing right now that are kind oflike in your mind just kind of likeno-brainers you know like we talked alittle bit about creating good segmentsabout some like the low-hanging fruit asfar as the like the email automations goif you wanna be a little moresophisticated you can stack up pay twoads kind of like on top of that what aresome other things that you feel likeit's like men when you get you know yourmarketing platform like clay vo set uplike in the first month like you need tomake sure to do this because this islike highly impactful and not a lot ofwork to get set up kind of when I thinkabout it it's like creativity is yourlimit so if you know that for yourproducts going back to the haircareexample for instance if you aremarketing to an individual who's abrunette wouldn't be so much better toactually deliver marketing to them basedon their actual hair color for instanceso you canwe'll use clay vo forms to set up aforum in its most simplistic way youcould just collect someone's emailaddress that's great for building youryour newsletter file for instance butwhat's really impactful is you could saylike hey what type of you know haircolor do you have and then they selfselect so then you can actually use whatthey've provided with you as a new datapoint to then deliver personalizedmarketing so thinking about what newdata points you can collect like howoften someone might be looking topurchase or what their favorite productsare favorite colors are those are reallybasic types of questions that you canask but you could then tailor marketingto them so long story long answer isthat really thinking about whatadditional data points would be helpfulfor you to have on your customers andthen asking them directly for it throughyou know our forms functionality it'sgoing to be a huge opportunity for youto just find more ways to market to themin a really personalized manner that'ssomething we do here at Jungle Scott isyou know whenever someone signs up forour email list or we try to segment allof our customers this way we just askeda simple question like are you alreadyselling on Amazon or are you kind oflike looking to get started and then thetype of content that we're giving youand the helpful resources whateverarrows are more tailored to kind of likewhere you're at in your business andjust by doing that we've really seenlike engagement grow quite a bit andthat would probably be like the start ofit right like if we want to take it onestep further now we can say like okay noif you're not selling on Amazon maybelike why do you want to or like worryabout right now or is this gonna be aside hustle or a full-time thing andthen people who are you know we could betalking about the amount of revenuethey're at their biggest pain pointswhatever else so it's pretty cool howlike sophisticated you can get with thisand at the end of the day it'sultimately better for your customer aswell right because no one likes gettinglike is you know sent a whole bunch ofemails that maybe aren't really relevantor whatever else so by sending just likemore target it's like you can help themmore by like giving them what's mostimportant to them and it's like whatthey're looking for maybe in their inboxor maybe in their ads that day yes yousort of put yourself back in their shoeswe're all consumers to like we receiveemails we know what we like and what wedon't like and what's gonna resonatewith us so thinking through that is kindof via like your gut reaction like isthis gonna be something that would workfor me is this gonna make senseto me we're thinking about optimizinglet's use eBay Ellis to start for anexample like optimizing the ultimategoal is likely going to be to get peopleto come to your site and to purchasesomething what are what are some tipsthat you have for optimizing kind ofemail flows and you know like as anexample here at jungle scale we'realways testing different types ofsubjects to see what gets the betteropen rate and they're once they're inthere like longer form versus shorterform versus a CTA versus there's endlessamounts of things that you kind of liketest and optimize do you have any tipsfor what you think is kind of like thehighest impact things or the things thatyou should be testing first yeah sofirst and foremost I'm glad youmentioned testing and that's somethingthat I always sort of preaches makingsure that you are testing with clearlythat's very easy to go and in tests youknow subject lines delivery times thingsof that nature so you can't you can'timprove or optimize if you're nottesting so first and foremost that's thenumber one thing I would say beyond thatI would really make sure that you'regoing through and when you're gonnadeliver an email to a particular groupof people say you have like a you know afairly large list you have 10,000 peoplebut you know 2,000 of them have not beenengaging with your emails we wouldrecommend that you sort of pull thatgroup out what's going to help youdeliver more emails is making sure thatyou have high engagement on your emailsso getting to the inbox is the ultimatelike goal and when you sort of structureyour emails and optimize them to sayLouis and I want to just send to asegment of users or segment of customerswho have recently engaged so they'veopened an email that's gonna help yousort of put one like threshold down I'msaying like these are actually engagedcustomersdo you've any other deliverability bestpractices that's obviously veryimportant as you pointed out yeahdefinitely deliverability is sort of ahot topic I would say across the spacein the industry I think one of thethings that we really try to explain toour customers is to make sure that youare sort of cleaning your lists and thatyou're using the most up-to-date listfor friends that have been establishedfor a while sometimes they have customernames on there their list that they'vehad for a long time there they might notnecessarily know how some of thosecustomers even came toexist it's always a best practice in oureyes to go through and clean your listand pull out people who have not beenengaging ultimately pulling those peopleout should help you drive betterengagement better deliverability keepingthem those non engagers in the ones thatwe kind of label sometimes is avoidthey're ultimately going to drive downyour deliverability if you don't gothrough that cleaning action so it'sdefinitely something we push for ourcustomers to think about and definitelya practice that will help so Joe I justgot done with a number of South bySouthwest talks here in Austin one ofthe hot topics right now throughout thetech industry is machine learning or AIare you guys integrating this into theColegio tool or how are you guysthinking about integrating it looks likethe future of technology now yeah greatquestion first I'm jealous that you'reon South by Southwest I've never beenready here it's absolutely incredibleyes so data science AI all a main partof the clay vo as an organization andhow like we're structured and how ourteams are built we're doing some reallyamazing exciting things there one of myfavorite features that we actually justlaunched at the start of the year is ourpredicted date of next order so what'sreally amazing is once you've hit acertain threshold of orders in clavia wecan actually go out and predict for yourfull customer list when they're nextmost likely to purchase so we'll be ableto tell you exactly how much we believethat they're going to spend and whenthey're actually likely to spend andwhat that allows you to do is kind oftake two different actions depending onwhat happens so first you could say likeokay Greg is about to purchase XYZproduct and he's gonna do that on August30th say no it's August 20th and Greghasn't made that purchase but we reallyhope he does we could send him a messageand say like hey like here's what here'sa you know small discount or here's yourfavorite product like is it time toreact or resupply yourself so givingthem that gentle nudge just in advanceto really hold you know push themforward to make that purchase or on thesort of other side of that if you'resupposed to purchase on August 20th andyou haven't we can actually through playvo send themautomated flow and say hey like wenoticed that you haven't read yourcoffee supply for the month like here's10% off you know that type of a messagelike are you interested in resupplyingyourself so you can actually recoupthose sales that we predicted you wouldbe getting and that youth miss so it'sjust an another additional opportunityto try to drive more revenue for yourbusiness well joy I want to thank youvery much for coming on giving a lot ofthis valuable information to ouraudience I also want to personally thankclavia for sponsoring the five-minutepitch those who aren't familiar with thefive-minute pitch you can search it onYouTube right now it's a shark tankstyle pitching competition where smallbusinesses most likely yourself can wina $50,000 prize to help them grow theirbusiness Columbia is generous enough tosponsor it to help us raise the $50,000they've also been very helpful to ouraudience helping them think about howthey can grow their marketingspecifically with their e-commercestores so Joe if the people who arewatching this are interested in signingup for a clay we're learning more aboutit where does the best way for them tofind that out definitely I would GooglePlay do que la vie iyo comm and come onover we have free trial if you haveunder 250 contacts and then which reallymeans mo clay do is we offer sort ofmonth-to-month pricing and it'sbasically depends on how many contactsyou have in your list so what you getwith that is you know a ton offunctionality it's very easy to use andit's definitely going to be impactfulfor helping you make more money sodefinitely check us out if you have anyquestions I'm always here to help -awesome thank you very much John have anice thing[Music]
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