90. Musician Turned E-commerce Expert: Rusty’s Story at Caspari

Mastering eCommerce Marketing

https://youtu.be/EWlvYgOnNM8

In this episode of eCom Pulse, our host Eitan Koter welcomes Rusty Speidel, a digital marketing expert with a very unique background. Rusty works as Global Director, E-Commerce at Caspari, a company renowned for its high-end paper products that enhance home events and celebrations.

He shares his journey from being a musician to becoming a leader in digital marketing and e-commerce, highlighting how his creative background aids in structuring and designing user-friendly digital experiences.

Rusty discusses Caspari's significant shift from a traditional wholesale model to expanding into online retail, emphasizing the challenges and strategies involved in this transition. He explains the importance of being customer-centric, focusing on the needs and preferences of their audience to create engaging and effective marketing campaigns.

Rusty also discusses how to utilize email marketing effectively, which has proven to be successful by showcasing their beautifully designed products and providing practical content.

Additionally, Rusty introduces the use of AI-driven tools that help Caspari gain better data insights and optimize their user experience.

This episode offers practical strategies for enhancing your digital presence and improving customer engagement. Tune in to learn from Rusty's extensive experience in digital marketing and his innovative approaches at Caspari.

Website: https://www.vimmi.net

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Podcast website: https://vimmi.net/ecom-pulse-podcast/

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LinkedIn Vimmi: https://il.linkedin.com/company/vimmi

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Guest: Rusty Speidel, Global Director, E-Commerce at Caspari.

LinkedIn: https://www.linkedin.com/in/rustyspeidel/

Newton Baby – http://www.casparionline.com/

Takeaways:

• Rusty's music background has influenced his career in digital marketing, emphasizing the importance of patterns, structure, and emotional intelligence in user experience design.
• The transition of Caspari from offline to online presents challenges in system-based and mindset-based aspects, requiring a shift towards customer-centric strategies.
• Email marketing plays a significant role in customer retention and engagement, with a focus on targeting existing customers and providing value-driven content.
• Tools like Klaviyo and Retention are utilized for data analysis, customer segmentation, and enhancing the user interface to align with customer preferences.
• Rusty's career path was shaped by the opportunities to work with talented individuals and entrepreneurs, emphasizing the importance of customer satisfaction and work-life balance.

Chapters:

00:00 Introduction and Background

02:03 The Influence of Music on Digital Marketing

05:04 Challenges of Transitioning Caspari to Online

14:02 The Impact of Email Marketing on Customer Retention

28:03 Shaping a Career in Digital Marketing