So Yotpo just casually announced they’re discontinuing their email and SMS products, leaving a load of ecommerce brands marketing teams everywhere having a meltdown (the dog with the fire meme “this is fine” comes to mind). Yes, Yotpo’s decision disrupts everyone who built their whole setup around these tools, and it’s so gutting for those people who got caught up in the redundancies. But here’s where we’re going to sound a little bit cheeky… sorry, not sorry, this big change might actually be the thing that your marketing stack needed.
Like we said when this news first dropped (which you can read here), most brands got completely caught off guard. But if you’re sitting there wondering what you could do next, maybe, just maybe, this is the universe telling you to shake things up a bit!
Look at it as an opportunity; this could be your chance to upgrade your tech stack strategically. This isn’t just about finding a “replacement” platform. It’s a chance to rethink how you connect, retain, and grow your customers.
So act fast. Migrate smart. Build something better than what you had before because sometimes, the end of a tool is the start of a stronger strategy and here are our recommendations for you to do just that.
1. Rethink Your Tech Stack
Loads of brands have been getting by with tools that barely talk to each other. It’s the perfect excuse to sort the mess out once and for all, rather than just adding another tool to the pile. When you bring email, SMS, CRM and loyalty all under one place, suddenly everything just works better.
There are so many options out there now that your marketing tech stack can quickly become a proper headache for your team. Choosing which software and apps to include in your stack isn’t an easy task. It can take a bit of trial and error.
We’re big fans of working with platforms like Dotdigital and Bloomreach; they’re both brilliant at this stuff (and we are partnered with them because they are so great). Whether it’s email marketing that doesn’t feel robotic, customer data platforms that make sense of your data, or AI that helps personalise things without being creepy about it, they’ve got the automation and integrations sorted to make your life genuinely easier.
Sometimes a bit of forced change is exactly what you need to build something properly good instead of just adding more layers to an already wobbly stack.
How WeDoCRM can help: We specialise in full-stack CRM builds and migrations, including integrating and optimising platforms like Dotdigital and Bloomreach to create a future-ready retention ecosystem tailored to your brand, from ecommerce platforms to loyalty and analytics.
You can read more about Building the Ultimate MarTech Stack for Your Business here, with examples of how we can create the perfect martech stack for you and what you need.
2. Omnichannel, Multi-channel, Cross-channel marketing
Instead of just SMS and email, why not embrace more of what multi-channel marketing can offer (some people call it cross-channel or omnichannel — same thing, different jargon) and meet your customers where they are, not where you think they should be. Your customers don’t live in just one channel, and neither should your strategy.
I know that SMS and email feel easier, but it’s limiting your potential! Setting up multi-channel campaigns can require a bit more thought and the right tools to track what’s working, but that’s where we could come in and support you. They are proven to be 3x more effective than single-channel campaigns, your customers get a better experience, and you get better results.
What WeDoCRM recommends:
For a seamless customer experience using multi-channel marketing, you need a marketing ecosystem, a platform that communicates every touch point that the customer has with your brand. We are big fans of platforms like Iterable, because it is built for exactly that. They don’t just tick the “we do email and SMS” box; they anticipate your customers’ needs, even before they happen! Oh, and they leverage AI (we know that is a hot topic right now) and experience to measure and optimise every interaction. Check them out here.
3. Automate Deeper As Channel Preferences Change Too
So alongside a great tech stack, a great CRM platform and multi-channel campaigns, it’s time to set up some deep automations. It’s not just about what customers want; it’s also about how they want to hear from you. Someone might love your weekly emails at first, but once they download your app, maybe push notifications work better for them.
Many brands using Yotpo were running automations such as welcome series, abandoned cart emails, maybe a few SMS flows; it’s what it did, and that was the only thing it did. Now that you are being forced to potentially migrate everything, you’ve got a golden opportunity to build much smarter automations!
What WeDoCRM recommends:
Instead of thinking “how do I recreate exactly what I had before”, start thinking “how do I build something new, smarter and better than before.” Look deeper into your automation by behavioural events, based on lifecycle stages, fueled by real-time segmentation. Done right, automations can make your retention strategy more effective.
If you want to learn more about automation and segmentation, you can read our article Why CRM automations are key to successful segmentation which will reveal tips for your new and improved CRM strategy. Happy reading!
Looking to migrate platforms or need advice on your current tech stack?
Too many brands have been limping along with a patchwork of disconnected tools. If you would like to chat about what platform to migrate to or even some advice about your current tech stack, give us a shout, and be excited about what comes next. Looking forward to hearing from you!
