My Work
Hypermarketer Interview

Q: How long have you been working in CRM?

I started in CRM in 2015 when I joined a startup as a customer service representative after my career as a therapist. I became interested in retention marketing while addressing recurring customer issues and realized how my therapy skills could be applied to this field.

 

Q: What skills from your therapy background apply to marketing?

Relationship building, educational buy-in, and communication are key skills that carry over. Building trust with customers is crucial, much like in therapy. In addition, I’ve found that providing educational backing to support claims and utilizing strong communication strategies help improve retention.

 

Q: What has changed in the CRM industry since you started?

Initially, email was undervalued, and there was more focus on acquisition. However, email and retention have gained importance, and SMS marketing has grown significantly, with an annual growth rate of 20% year over year.

 

Q: How have CRM trends, like the rise of SMS marketing, affected your approach to CRM management?

My customer-first mindset has led me to focus on personalization, especially in SMS marketing.

 

It's crucial to avoid spamming people and understand their preferences for content and frequency. With the growth of retention marketing during the pandemic, I honed in my approach to emphasize education to help customers understand our products and provide value beyond just making a purchase. 

 

My goal is to make us a valuable resource that they can't live without.

 

Q: Is education more, or less important for subscription programs than one-time purchases?

Education is crucial for both subscribers and one-time purchasers. 

​

Providing information and social proof helps convert one-time purchasers into subscribers and keeps subscribers engaged. Education isn't limited to medically focused brands but can be applied to any brand by highlighting unique features and processes.

 

Q: What percentage of revenue is driven by email versus SMS, and should brands leverage both?

Email typically drives 25-30% of revenue, while SMS accounts for around 13%. Brands should leverage both channels but test different messaging strategies for each, as audiences may respond differently to email and SMS content. 

We always test in both channels to optimize performance. 

 

Q: How do you approach retention for subscription businesses specifically?

I focus on optimizing subscription programs and understanding the customer journey. I analyze data points such as drop-off rates and subscription durations to identify areas for improvement. 

​

I also ensure different communications for various customer segments, such as one-time purchasers and subscribers. I emphasize the importance of getting customer feedback to optimize subscription programs and cater to specific customer needs.

 

Q: What is zero party data, and how does it come into play in CRM?

Zero party data is information gathered directly from customers, without relying on first-party data like email addresses. It includes details such as gender, buyer type, preferences, and reasons for coming to the brand. Zero party data is used for deeper segmentation and personalization of marketing efforts to enhance the customer experience and target customers more effectively.

 

Q: Who is an example of a client that's been successful with retention and why?

State and Liberty is a successful client in terms of retention. They have a specific customer base and have maintained a high level of personalization and customer service even as the company grows. Their focus on personalized touchpoints, such as plain-text post-purchase emails from co-founders, contributes to their strong retention rates.

 

Q: What do most people get wrong about email marketing or CRM as a whole?

Common mistakes in email marketing or CRM include:

1. Focusing on acquisition over retention.

2. Not looking at data, or focusing on the wrong metrics.

3. Lack of formal testing processes, or not testing at all.

4. Viewing email and SMS as silos that don't work together.

5. Not iterating on successful tactics and applying them across different channels.