Posted on

Five Tips 4/28

Five Tips for launching a Successful Email Campaign


The copy of is the meat of your email; it's important. Making sure your copy has the right cadence and message is crucial. Most people who open will only read the first few lines, so the intro must shine! Try to convey your company's tone, the offer you have in a clear and concise way in your introduction.



A good template can also be key. It should organize the information in such a way that the most important parts are highlighted, while still being easy to read and aesthetically pleasing. Even if it's a pure text email, paragraph structure is your template; do it right!



As with everything else in life timing is key! Certain days of the week are better to send than others, certain times of day will garner a higher open rate. While there are industry standards on this, be sure to monitor your specific target group to see their habits and adjust as needed.



As with any marketing campaign you should be testing, and adjusting based on feedback and data. Try multiple emails with varying copy or CTA's. Send each to a sample group, see which one performs better and identify the reasons why. Your marketing efforts should never be static, they should constantly be changing and evolving to better meet the consumer's needs at that point in time.


Five Tier

Five Tier's highest tier is service. We want to be sure any campaign launched through our system performs as well as possible.  If you need help to craft your campaign at all we will create your template, write copy, perform testing, and more! Reach out to or to learn more.


Posted on

5 Ways to Improve Customer Service

Be Available: Customers want to know that you are there for them and their needs. If customers can’t get a hold of you, then you will lose them forever as loyal customers. Making sure your customers know that you are there to make them happy, you will have them as number one fans for a long while.

Special Services/Discounts: There are those customers that are loyal to the very end and they deserve a little incentive here and there. Customers that have been with you from the beginning like to know that they are being treated with the utmost special intentions; so offering a VIP benefit of some sort or special discounts can generate the type of buzz that you may be looking for.

Feedback: Companies love to know how they are doing so that they can improve in the places that need it. Unfortunately, companies can’t know where the consumer's pain points are unless the communicate openly. Customer feedback can be one of the best tools when improving your customer service skills. Customers love ranting about what is wrong, but they also like writing about great service as well.

Problem-Resolution: Be sure to have the flow to your customer service system. This helps problems be fixed efficiently. Use this system to see what problems are most commonly reported, and their solutions, this can both streamline how much time it takes for a resolution, but also identify where you need to improve as a company. If a problem can’t be solved then be sure make sure the customer still has the most pleasant experience possible.

Time Management: Priorities are the sole key when it comes to any business. Be sure to figure out how to maintain the customer’s needs with the needs of the company so everything is synchronized in the end.

Posted on

Jerry’s Vodka Moves to an Agile Tech Platform

Jerry's Vodka Moves to an Agile Tech Platform

By Samuel Greengard
Posted 2017-04-14

A manufacturer in the spirits industry chose an agile IT platform to accelerate from a startup to a full-scale business that could fulfill orders efficiently.

There are numerous challenges associated with introducing a new brand of liquor and getting it into the hands—and mouths—of consumers. "You have to create something people desire," says Gerard Jansse, co-founder of Jerry's Vodka, "but you also have to build a business and a technology framework that allows you to market, distribute and sell the product effectively."

The company, based in Kenilworth, N.J., began selling Jerry's Vodka in December 2016. Currently, the craft liquor is sold at bars, restaurants, liquor stores and major grocery outlets in New Jersey.

"There are a lot of great spirits out there, and many of them are reasonably priced," Jansse points out. "Our goal was to introduce a high-quality, American-made vodka that makes the people of New Jersey feel proud. We wanted to create something they could get excited about."

Yet, accelerating from a startup to a full-scale business that could fulfill orders efficiently was a daunting prospect. The company had to deploy an array of software and systems to manage operations, financials, distribution, marketing and more. It also needed a website and full social media integration with Facebook, Twitter and Instagram accounts.

"We wanted to create hype and excitement before the launch and have a living, breathing viable brand and a company that could support everything once the product went to market," Jansse explains.

Starting a Fully Functional Business in Days

Jerry's Vodka turned to Five Tier, a business and marketing platform that integrates web design, hosting, software-as-a-service (SaaS) solutions and other tools—including analytics and reporting—through a subscription-based service. The firm offers proprietary software and plug-ins, and it also partners with IBM, Google, Microsoft and many other tech vendors.

"We were able to discuss our requirements, have Five Tier develop the framework, and then flip the switch and have a fully functional business within a few days," Jansse reports.

In addition, the company has introduced leading-edge e-commerce features. For example, when a salesperson in the field signs a new customer, he or she can generate an order on the spot and print an invoice using a mobile Bluetooth printer.

"We literally log on through a mobile app, create an invoice using QuickBooks, and either email it as a PDF or hand it to the appropriate person," Jansse explains. Payment takes place immediately through Square, check or cash. This eliminates next-day or next-week deliveries. "We deliver the vodka on the spot and leave with a signed copy of the agreement," he says.

In addition to fulfilling orders for new customers on the spot, the company can deliver to existing customers the next day—all while adhering to state liquor laws, Jansse notes. Similarly, the company can make changes to its website using WordPress and can stay on top of social media trends through the platform, which uses APIs to create tight integration and deliver near real-time metrics.

"We have a solid business and technology platform in place that will allow us to spread our message and grow," says Jansse.

Samuel Greengard writes about business and technology for Baseline, CIO Insight and other publications. His most recent book is The Internet of Things (MIT Press, 2015).

Posted on

How AI Will Spur Marketing Innovation

How AI will spur marketing innovation

Above: Robots at work

Image Credit: Shutterstock / Vydrin

I remember sitting in a meeting at my old marketing agency in 2013, thinking about how exhausted I was by our company’s mundane routine. Rather than channeling our creativity into new marketing programs, my colleagues and I were spending countless hours on administrative tasks, including everything from sending emails to creating spreadsheets to organizing reports.

Although we had a sterling work reputation — our agency was featured on AMC’s series The Pitch, won countless awards, and had a robust client roster — I knew there was untapped potential. I knew we could deliver our services better and faster than competitors while eliminating and automating trivial tasks.

Two years later, I launched Five Tier, an AI-driven company that capitalizes on how the future of marketing is automation. Demandbase just conducted a survey that reveals that 80 percent of marketing executives from companies with more than 250 employees also believe AI will revolutionize marketing by 2020. The transformation is already underway, and we’re already seeing retailers like Estée Lauder, Macy’s, Chevrolet, and others apply AI to improve customer service.

As AI evolves and becomes more widely adopted in marketing, it’s inevitable that some professionals will lose their jobs to technology. However, just like the first Industrial Revolution ended up creating new opportunities for mankind, AI — and specifically, marketing automation — will propel entrepreneurship to new heights in the long run.

Good for entrepreneurs

Let’s take the founders of Jerry’s Vodka, for example. When Gerard Jansse and his partner first considered launching their own vodka business in 2016, they had serious reservations, especially that they lacked the budget to buy marketing services. Without the financial flexibility to build a brand, Gerard feared that he’d be unable to get the company off the ground.

Instead of abandoning his dream or taking out an expensive loan, Gerard and his partner leaned on AI to jump-start their venture. They centralized their workflows, created a logo, found new leads, designed basic marketing materials, and extracted insights from unstructured data. Within a day, Gerard had email and social marketing campaigns up and running, which ultimately allowed his team to launch Jerry’s Vodka in less than three months.

In today’s data-driven world, marketing automation is leveling the playing field and putting small businesses in the position to compete against larger, more established corporations. With AI, entrepreneurs no longer need to spend money on ad agencies. In fact, they can save money and invest those funds to hire — or retain — talented employees to accelerate their individual growth.

Marketers benefit, too

In addition to empowering small business owners, AI will also enable marketers from companies of all sizes to enhance the quality of their customer service. Retailers now have immediate access to AI tools that can assess their target audience’s attitudes, emotions, and preferences. In turn, they can use those insights to provide tailored recommendations to buyers that will help foster customer loyalty.

For example, we’re approaching the one-year anniversary of the 1-800-FLOWERS’ launch of GWYN (Gifts When You Need), an AI-powered, gift concierge service that intuitively guides customers through their shopping experience and helps them pick the perfect gift. The service can interpret a customer’s questions, gauge sentiment, learn about the buyer’s needs over time, and refine gift suggestions accordingly. It’s a brilliant concept.

AI is giving marketers access to far more data than we would’ve ever been able to gather. Today in 2017, we know exactly who our customers are, which products they prefer to purchase, how they buy products, and how often they make these purchases. By utilizing these personalized AI-powered marketing services, retailers are establishing an unprecedented level of brand engagement with consumers.

Marketing automation has come a long way in the four years since I had my eureka moment at my previous agency. As technology evolves, I’m confident it will usher a new wave of entrepreneurs that will create disruptive small businesses and allow professionals to focus more on strategic tasks than mundane work.

Frank O’Brien is the CEO of Five Tier, a marketing automation platform.

Above: The Machine Intelligence Landscape. This article is part of our Artificial Intelligence series. You can download a high-resolution version of the landscape featuring 288 companies by clicking the image.

Posted on

5 Ways to Spring Clean Your Business

Time Spent: The first step is figuring out where you are spending all your time and your money. How is your business being divided and is being divided evenly? Figure out where your business is hurting financially or whether certain clients are bringing your down rather than lifting you up. Mapping out your workflow can be a good way to get your company back on track.

Retention: Throughout your business, you should always be tracking what is working and what isn't from a technological perspective, but it is always good to get client feedback and understand how your customers view you. Getting the customer perspective on things can help your business grow and keep customers in the long run.

Throw Away: A good business keeps a tidy office. And normally people cannot do good business with too much on their plates and how they spread themselves too thin trying to do everything at once. Go through all your papers, files, emails, etc and figure out what is necessary and what can be thrown out, freeing up your workspace and probably your headspace.

Employees: Your employees are one of your biggest assets when it comes to doing good business. Most of the time certain employees will be the first people your customers speak to or see, so you want to be able to get their input on how they view the company and how they think it can be improved.

Competitors: Simply take a look at your competitors and how you are doing against them; if changes need to be made, then it is time to go back to tip #1 Time Spent and start from there.