Keisha Chapman is the B2B CRM Marketing Manager at Advance Auto Parts, the largest automotive aftermarket parts provider in North America. She is currently leading campaigns for the company’s loyalty, training and marketing assistance programs, meaning she’ll have plenty to bring to the table (erm, stage?) during the Customer Journey talk at EiQ! Prior to joining AAP, Chapman had the pleasure of working with brands such as American Express, Bank of America, Carter’s and Dove. And her extracurriculars are almost as impressive as her CV. When Keisha’s not managing email campaigns, she’s either hiking, swimming, eating or free-style rapping over classical music.
BW: What was your path to email?
KC: I received my first email address with AOL as a freshman in college. I was so interested in this new “electronic communication,” I took an HTML coding class the next semester. My first real email position out of grad school was working on the American Express Account with OgilvyOne NY as an email project manager. Our ESP at the time was CheetahMail’s full service platform. From there, I’ve worked with Carter’s leveraging Exact Target’s full-service platform, spent time as an Implementation Specialist for Fishbowl and in 2015 became the CRM Marketing Manager for Advance Auto’s B2B email program.
BW: Why do you believe in the channel?
KC: In today’s digital world, customers are bombarded with information, marketing messages, “personalized” content, pop-ups, timelines flooded with unwanted and at times stalker-y marketing messages… but email is the 1-1 relationship, the agreement of acceptance between customers and brands. Email says, the customer wants you as much as you want them. As a person who values relationships and understands the importance of the 80/20 rule, I take each campaign I develop personally and expect KPIs to reflect sales and engagement respectively. Reading Seth Godwin’s “Permission Marketing” helped set the tone for my approach to email marketing.
BW: What is the coolest or most innovative thing going on in email?
KC: The technology behind building the customer journey! ESPs are taking email to a new level with email automation. Google is optimizing the inbox, forcing email marketers to develop relevant and engaging content or else, get lost and pushed down to the bottom of the inbox pile. I love it… this is the channel where customers can say, “NO,” if you (company x) don’t take the time and invest in the tools, technology, and CRM strategy you will fail to connect with your customers. You will no longer be worthy of customers’ inbox placement.
BW: What do you want non-believers of the channel to know?
KC: Email is alive and growing. Customers are smarter than before, and the one-size fits all approach will cost in the long run. Make the investments now to get to know your customers, invest in database management, analytics and resources who know how to connect the dots, communicate with customers and drive sales through engagement.
BW: Why does EiQ matter and why should anyone attend?
KC: We have to learn from each other to keep evolving our programs to connect with our customers and drive sales.
BW: What are you looking forward to at EiQ?
KC: Meeting other email experts from different industries–hearing stories of how they manage to connect with customers, leverage new technology, and educate others on the power of email.
BW: What are you looking forward to experiencing in Atlanta (home of EiQ)?
KC: I am looking forward the vibe of the city. Atlanta is the big city with a lot of good food and southern charm. I am looking forward to the trip!
We’re looking forward to seeing Keisha in our charming, vibe-y city in just about two weeks time! To get in on the EiQ action (and start planning your own culinary tour of Atlanta) – register yourself or your team here.