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Optimizing Customer Experience in the iOS15 and Post-Cookies Era With Ryan Smith, Head of Partnership at Emotive

Ryan Smith

Ryan Smith is the Head of Partnerships at Emotive, a company dedicated to scaling emotionally intelligent relationships for ecommerce brands. They are a mobile messaging platform that uses a combination of AI and human assistance. And have reaped an industry-leading engagement of over 60% response rates on their SMSes for hundreds of leading online retailers.

Here’s a glimpse of what you’ll learn:

  • [2:06] Ryan Smith shares what Emotive is all about
  • [3:22] The role of human assistance in Emotive and why it matters
  • [7:19] How to gain trust quickly to get zero-party data
  • [9:58] Ryan talks about how segmenting and personalization works with SMS marketing
  • [11:51] Succesful SMS marketing use cases
  • [19:08] The upsell and cross-sell potentials of SMS
  • [23:09] Why you should be doing more owned marketing
  • [25:03] The near future of owned marketing
  • [26:04] What Ryan loves about the way certain brands market

In this episode…

With the entrance of iOS15, and as we slowly edge into a post-cookies era, it has become increasingly critical for ecommerce brands to embrace their owned marketing. Equally as crucial is the need to optimize a good customer experience using personalized conversational marketing.

However, many ecommerce brands struggle to collect zero and first-party data. And even when they do, they’re not sure how to maximize that data and optimize the customer experience. The great news is that’s where SMS marketing thrives. SMS marketing is your best owned marketing channel from the top of the funnel to post-purchases, upsells, and cross-sells. Want to find out more?

On this episode of the eCommerce Profits Podcast, Joshua Chin talks with the Head of Partnerships at Emotive, Ryan Smith. They discuss how to get zero-party data, use SMS marketing for customer retention and good customer experiences, why you should take charge of your owned marketing now, and more. You don’t want to miss this informative episode!

Resources Mentioned in this episode

Sponsor for this episode

This episode is brought to you by Chronos Agency.

If you are a direct-to-consumer ecommerce brand that wants to unlock the optimum customer lifetime value through email marketing, then look no further than Chronos Agency!

Our team of passionate email marketing experts has helped hundreds of brands generate over $70 million in return from email alone, and our clients receive an average of 3500% ROI from our efforts.

Chronos Agency has worked with a variety of brands, including Truly Beauty, Alya Skin, and many more. Our mission is to help real businesses achieve real results. 

If you want to take your revenue to the next level using email marketing, be sure to email our team at sales@chronos.agency or visit chronos.agency to learn more.

Episode Transcript

Intro 0:04

Welcome to the eCommerce Profits Podcast, where we feature top founders and experts in the ecommerce industry and take an in-depth look at the struggles and successes in growing ecommerce brands profitably.

Joshua Chin 0:21

Hey guys, Josh Chin here, I’m the host of the eCommerce Profits Podcast where we feature top experts, founders and entrepreneurs in the ecommerce Industry. They go behind the scenes of the struggles and successes in growing a brand. Now this episode is brought to you by Chronos Agency if you run a direct to consumer ecom brand that is ready to scale and to double your customer lifetime value through retention marketing, Chronos is your company has helped hundreds of brands scale profits with email, SMS, and mobile push, getting an average of 3500% ROI from our efforts. We work with brands like Truly Beauty, Aly Skin and Dr. Livengood and many more. Now the next step is to email us at Sales@Chronos.Agency. Or you can go to Chronos.Agency to learn more. Today’s guest is Ryan Smith, he is a Head of Partnerships at Emotive, a company that is dedicated to scaling emotionally intelligent relationships for ecommerce brands They are a mobile messaging platform that uses a combination of AI and human assistance. And they reap an industry-leading engagement of over 60% response rates on their SMSes for hundreds of leading online retailers. So we have Ryan here to speak with us today and kind of sharing what they have done differently. And what gave them such an incredible result for the brands they work with Ryan, welcome to the show.

Ryan Smith 1:51

Thanks for having me on Josh. So that’d be here today.

Joshua Chin 1:54

So let’s get started with kind of a, a deeper, kind of dive into what Emotive is all about. And what makes Emotive so successful.

Ryan Smith 2:06

Yeah, so the whole idea behind Emotive is bringing a true human component to an ecommerce brand store, essentially trying to replicate that brick and mortar experience that customers used to have when they walk into a store. But bring that to your online presence. And we do that all through transactional conversational SMS messages. And what really makes us different is the ability to have those scalable two-way conversations with prospects in the brand itself, that you can ask layering questions or more about the customer and be able to make like dynamic product recommendations improve the overall LTV in the relationship with that prospect. But using not only AI, as you mentioned before, but a human component as well. So there’s always that human verified response that’s going to be sent out to the customers that you’re working with.

Joshua Chin 2:58

Now Top of Mind question for I think most people listening I for myself as well. It seems like we’re taking a step back from kind of from technology by involving humans into a picture. And it sounds like it’s difficult to scale. Why introduce humans into a picture in kind of typing a responses versus just relying on automations alone.

Ryan Smith 3:22

So it’s a bit of a misconception the way that a motive works, we are still leveraging like all the technology that’s at our fingertips today, that AI component is instrumental to our ability to be able to route appropriate conversations, be able to drive the most appropriate responses to consumers and drive like a quick response as well at the end of the day. But what we’ve noticed what our founders saw within the space when you’re truly using just an AI driven chat bot or something along those lines is that it doesn’t feel that human and you’re just replying Hey, reply 123 or four, or apply with this specific keyword to get this type of response. But if you go outside those parameters, then you have a clunky experience where all of a sudden it’s going to get routed to a support channel, you have to wait longer for that person to get back to you. It could be a day, 24 hours, 48 hours. But when we decided to leverage the combination of AI with a human team, on our side, we’ve been able to still deliver that human to human interaction at the speed that you would expect with technology that is at your fingertips right now. So that’s really where we’ve tried to lead things. And that’s why we’re adding that human component. But also, we want to make sure that customers feel like they’re actually interacting with the brand themselves, but they should. You don’t want to be that brand. That’s like everybody else just solely using email solely running ads. You want to be able to have a way to interact with your customers in real time to build out that true like loyalty, build out a community people that actually want to engage with you. And that’s what ultimately leads Have those like higher conversion rates that we see, but also those longer term relationships with people that continue to come back to your brand and Buy and buy again. So that’s kind of where you’d kind of lead with this initial product that we launched.

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