february 12, 2021

Essence of Email Weekly - TikTok plans new eCommerce integrations

TikTok faced certain challenges during Trump's time at the Oval Office, but things are changing. Although it's still uncertain whether or not Biden's administration will take on the social media platform, advertisers are becoming more relaxed about the app.

So much so that TikTok saw the perfect opportunity to expand its eCommerce presence in the US in an attempt to provide more direct connections between content creators and monetization opportunities. Certain steps have already been taken (integrations with Shopify and Walmart), but TikTok's now looking for new tools to maximize revenue options and eCommerce opportunities.

The Financial Times speculates that three new integrations will take place: ''live-streamed'' shopping (a mobile version of TV shopping channels where users can buy goods that TikTok stars have promoted), product catalogs on the platform, and a tool that lets popular TikTokers share links to products and earn commissions on any sale. This last option has been one of the key factors of TikTok's success in the Chinese market, which now generates the majority of its income from in-app commerce.

And TikTok seems to be off to a good start: Walmart saw great results in the US market. It was one of many retailers that used TikTok to create shoppable content and strengthen the brand among young people. In December, TikTok organized a one-hour live stream event to help youngsters choose toys for the holiday season. And it seems that the event was very successful.

"We were really excited by what we saw and the engagement by customers and the experience. Expect more things like that from us over the coming days, weeks, months.", said Janey Whiteside, Walmart's Chief Customer Officer.


HubSpot acquires The Hustle for roughly $27 million

Source: Giphy
Hubspot, a developer and marketer of software products for inbound marketing, sales, and customer service, is acquiring The Hustle – the business and tech media startup famous for its newsletter of the same name.

HubSpot has already invested in educating its existing and potential customers with content, especially through its blog. The acquisition is expected to enhance these efforts, as The Hustle's newsletter boasts more than 1.5 million subscribers. The deal might also help HubSpot acquire more customers without the help of Google and Facebook paid ads.

The acquisition is rumored to be valued at about $27 million, but the parties involved refused to comment on the amount. "Early in my career, I was transparent with money. But I didn't like the result of sharing that stuff. So we're not disclosing the price and HubSpot has agreed." wrote Sam Parr, The Hustle CEO.

"By acquiring The Hustle, we'll be able to better meet the needs of these scaling companies by delivering educational, business, and tech trend content in their preferred formats. Sam and his team have a proven ability to create content that entrepreneurs, startups, and scaling companies are deeply passionate about, and I'm excited to bring them on board to take that work to the next level." said Kieran Flanagan, HubSpot's senior VP of Marketing.

We recently wrote about the rising popularity of newsletters and active writers ever since the pandemic started. We're glad to see all that quality content – newsletters are, after all, the best way to inform, educate, and entertain audiences.


Klaviyo + Salesforce Commerce Cloud

Source: Giphy
Klaviyo, an email marketing platform, is joining forces with Salesforce Commerce Cloud – a cloud-based SaaS solution for eCommerce that helps brands personalize experiences for their customers through web, mobile, social, and in-store. Now, those brands will be able to deliver unified, personalized experiences that go beyond commerce, into marketing, customer service, and more.

The integration with Klaviyo will give the Commerce Cloud customers access to advanced segmentation options, as well as improved predictive analytics. Plus, the famous email service provider has launched a Commerce Cloud Cartridge, which quickly connects online stores to Klaviyo.

In addition, it automatically pulls historical data (customer, behavioral, transactional) and supports multi-site integration to sync multiple Commerce Cloud sites into a single Klaviyo account. This allows global organizations to have all their data in one place and convert all currency into USD, thus allowing Klaviyo customers to get accurate data rapidly.

"Today, companies are looking for effective ways to reach their customers and build brand loyalty. Klaviyo has developed a platform that provides enhanced and quick integration, and doesn't sacrifice sophistication for ease. We're excited to provide merchants with the tools they need to take their marketing to the next level with our Commerce Cloud Cartridge.", said Rich Gardner, VP of Global Strategic Partnerships at Klaviyo.


Harry's back at it again

Source: ReallyGoodEmails
Last week, we showcased lovely Valentine's Day design and color ideas to get you inspired. Now, it's time for catchy copy ideas!

We all know a sense of humor goes a long way in relationships… You can make your significant other swoon just by cracking a couple of jokes or being charming in conversation. And what if we told you that you can do the same with your email subscribers through witty, humorous copy?

This email by Harry's is giving us butterflies! It's proof that you don't need to be Shakespeare to show some love and attention to your subscribers: a healthy dose of sense of humor will do.

Pair this with cute visuals in bold colors (trendy!) and a sweet did-you-know banner, and you'll have a lovely token of appreciation in time for when they need it most.

Happy Valentine's Day! ❤️️

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