In today's fast-paced digital landscape, E-Commerce giants must constantly adapt and innovate to stay ahead of the curve. One such company encountered significant hurdles in
managing their promotional emails and marketing campaigns. The disjointed communication with five different teams led to increased man-hours, inconsistent results, and recurring errors in emails, subject lines, content, and disclaimers. This inefficiency consumed substantial time and budget, stagnating the company's marketing progress. However, the disruptive integration of Bloomreach Experience Manager with Optimove to create a cutting-edge, tailored Content Management System (CMS) has profoundly impacted their marketing process and resolved these challenges.
PART 1: IMPACT OF THE INTEGRATED CMS
In a recent interview with M, the marketing director of the E-Commerce giant, and Jasmin from Joseki Technologies, M shared their experiences and insights on the integration of
Bloomreach Experience Manager with Optimove and how it has disrupted and transformed their marketing efforts.
When asked about the impact of the new integrated CMS on their team's day-to-day operations, M stated, "It's essentially reduced the amount of time it takes to create a promo email by 50%, streamlining the process of building the code, executing the plan, and crafting the e-mail." This time-saving aspect has enabled the team to focus on refining their marketing efforts and implementing innovative personalization strategies.
M also mentioned the impact of the CMS on managing changes throughout the week, saying, "The number of changes that come in on a daily basis has significantly decreased, and the time taken to address those changes has been reduced as well." They added that the CMS has improved tracking, making it easier to manage updates and modifications.
Regarding the features of the CMS that have been the most influential, M mentioned that "before the implementation of the CMS, the process for building promo emails was very complicated, over-engineered, and required leveraging several different systems, some internal, some external." With the new CMS, M said it "significantly reduced the number of different systems that needed to be leveraged" and increased security by keeping all the creative information within the E-Commerce giant's infrastructure.
In terms of improving the customer experience, M agreed that the new CMS has resulted in
fewer errors and better response times to changes. They noted that "the number of errors that have come up has been reduced as well. There's far fewer customer-facing errors than there were before." This improvement in customer experience can be attributed to the streamlined and more efficient process enabled by the disruptive CMS integration.
Discussing the evolution of the CMS, M envisions a future where the system becomes even more automated, with minimal development needs. They explained, "I see a point where it's almost like a drop-down. Where we're just selecting which products we send and then it won't even be laying out where emails are anymore." M believes that the CMS will eventually build unique e-mails for each customer based on their shopping history and preferences.
When asked about obstacles faced while using the CMS, M acknowledged that there have been challenges with integrating multiple systems and some coding issues for dynamic
email components. However, they noted that the teams are working diligently together to address these challenges.
M shared their thoughts on measuring the ROI of the CMS implementation, stating that the primary KPIs are time savings and the efficiency and effectiveness of the emails being built. They said, "by saving 50% of the time, we're being much more efficient. We're seeing fewer errors."
From a standpoint of cost reduction, the employment of HTML email template developers has remarkably decreased from an average of 150 hours per month to fewer than 25 hours per month. This alone yielded a return on investment for the integration in under nine months.
Like most organizations, the true ROI manifests from opportunity costs. Enhanced efficiency has freed up team members to shoulder additional responsibilities, such as SMS campaigns, which have emerged as a vital channel in our marketing initiatives.
In the six months post-launch, the incremental sales from these SMS campaigns have been
40 times the cost of the integration project, with the margin reaching ten times the project's cost. This underscores the substantial impact of our strategic decision to optimize resource allocation and embrace new marketing channels.
Reflecting on the impact of the CMS on specific marketing campaigns, M highlighted how the system has enabled their team to test and learn from various personalization efforts. M highlighted how the system has enabled their team to test and learn from various personalization efforts. They shared an example of how they've been able to experiment with different subject lines, content variations, and messaging to better understand the preferences of their customers. This has led to a more tailored and engaging customer experience, ultimately resulting in increased customer satisfaction and higher conversion rates.
In conclusion, the disruptive integration of Bloomreach Experience Manager with Optimove to create a cutting-edge, tailored Content Management System (CMS) has significantly impacted and transformed the E-Commerce giant's marketing efforts. By streamlining the process of creating promotional emails, reducing errors, and improving response times, the CMS has enabled the team to focus on refining their marketing strategies and enhancing
customer experiences. As the company continues to leverage this innovative CMS, they will be better equipped to navigate the ever-evolving digital landscape and maintain a competitive edge in the E-Commerce industry.
PART 2: INTEGRATED CMS DURING PEAK WORKFLOW
The second part of the interview focuses on how the integrated CMS has improved the team's workflow during peak times, a critical aspect of maintaining the E-Commerce giant's competitiveness. M shared a challenging experience from a previous year when there was a team turnover, making the process of managing peak times extremely difficult. M credited Joseki Tech and the newly integrated CMS for helping them get through that difficult period, saying, "The streamlined process and improved efficiency provided by the integrated CMS allowed us to handle peak times effectively, even during moments of high stress and team turnover."
The integrated CMS has also played a crucial role in their preparations for upcoming peak
seasons, such as the holiday shopping period or back-to-school season. M expressed their interest in seeing how the year unfolds, "I am interested to see how things go this year. I know we've already kind of talked about it casually on what our thoughts are and things like that." This sentiment suggests that the CMS will continue to be a valuable tool in navigating
peak periods and ensuring the marketing team can handle increased workloads with ease.
PART 3: NAVIGATING THE MARTECH LANDSCAPE
The third segment of the interview between M and Jasmin centered around the benefits of employing a custom-built CMS as opposed to off-the-shelf solutions and the hurdles encountered within the MarTech industry.
Discussing the merits of using a custom-built CMS over a ready-made system, M shared their insights: "By constructing a more tailored solution, you can pinpoint your pain points beforehand and then develop according to those unique challenges specific to each company and team." M elaborated that a custom-built solution often leads to faster adoption and more rapid results. They also pointed out the unparalleled support accompanying a bespoke solution, which is typically not available with off-the-shelf products.
Subsequently, the dialogue turned to the MarTech industry, with Jasmin inquiring about M's experiences and the influence of MarTech in their field. M underlined the issues that emerge when marketers allow technology to dictate their strategy instead of vice versa. They commented, "The challenge marketers encounter is permitting technology to steer strategy instead of enabling strategy to drive the technology." M explained that this could result in marketers pursuing novel tools and gadgets, which might offer short-term problem-solving but potentially generate long-term complications, such as fragmented customer information.
Additionally, M addressed the difficulty of managing an overlapping MarTech stack, in which tools are procured to resolve specific issues but inadvertently create more problems. They noted, "Eventually, you have an entire stack with overlapping use cases, but either we don't know how to fully utilize it, or it merely solves one minor issue while generating several others."
In summary, this segment of the interview accentuated the advantages of using a custom-built, integrated CMS, including catering to specific pain points and offering unique support. It also brought attention to the challenges present in the MarTech industry, where marketers may prioritize adopting new tools without contemplating their long-term influence on strategy and marketing infrastructure. By recognizing and addressing these challenges, the E-Commerce giant can continue refining their marketing endeavors and maximize their integrated CMS solution.
All in all, the innovative integration of Bloomreach Experience Manager with Optimove to create a cutting-edge, tailored Content Management System (CMS) has significantly impacted and transformed the E-Commerce giant's marketing efforts. By streamlining the process of creating promotional emails, reducing errors, and improving response times, the CMS has enabled the team to focus on refining their marketing strategies and enhancing customer experiences.
The discussion also highlighted the importance of choosing the right technology to support marketing strategy, rather than allowing technology to dictate it. This approach ensures the marketing team remains focused on strategic objectives and avoids becoming overwhelmed by a disorganized MarTech landscape.
By addressing peak workflow challenges and effectively navigating the MarTech landscape, the integrated CMS has proven to be a game-changer for the E-Commerce giant, allowing them to carry out more impactful marketing campaigns and deliver superior customer experiences. As the company continues to leverage this disruptive CMS, they will be better equipped to tackle the ever-evolving digital landscape and maintain a competitive edge in the E-Commerce industry.