Ajay Gupta, Co-founder and CEO
On any given day, our inboxes are flooded with a barrage of automated email newsletters that do little besides adding another task in our to-do list: moving them to the trash or unsubscribing from them altogether. Nonetheless, every now and then, we receive a newsletter so good that it attracts our attention even in busy inboxes. We not only read it but also click, share, and recommend it to our friends.
Such is the power of a cleverly outlined email marketing endeavor. Businesses cannot just send scripted emails to their subscribers and expect results. At its core, marketing is all about knowing what subscribers want and designing a targeted and persuasive email that resonates with them. It makes all the difference—and the road to creating that difference is getting the right customer data. The challenge lies in finding the specific data businesses need to gain insights to drive their campaigns. This is what Stirista does best. Founded in 2010, Stirista is a marketing solutions provider that helps organizations strategically plan and deploy a data-driven, micro-targeted, and omnichannel approach to their email and digital campaigns in order to attain success in the first go.
Notably, email marketing was the first service Stirista offered during its early years of operation. Over time, Stirista augmented email marketing with its comprehensive, real-time databases, consisting of over 250 million records and ultra-sophisticated segmentation software, to become the best-in-class marketing solutions provider it is today.
A large part of our value proposition is to help clients understand their data better prior to marketing campaigns
To this end, the team at Stirista delves deep into data to derive specific insights into the end user’s preferences and internet-search behaviors, purchasing behaviors, and more. Stirista has more than 80 data sources from which it aggregates. With any given individual, there can range from between 20 to 300 data points of information, ranging from what they are tweeting about, to what their political affiliation might be, to all the way through to their sports preferences. With this data at their disposal, clients can visualize their audience persona and create lookalike audiences. “A large part of our value proposition is to help clients understand their data better prior to marketing campaigns,” underscores Ajay Gupta, the co-founder and CEO of Stirista.
Elaborating on Stirista’s client onboarding process, Gupta adds that, when a client approaches his company, his team conducts a few meetings to understand their pain points. The team then designs a marketing solution to meet the client’s needs and offers them a proposal. Once the client is satisfied with the proposal, Stirista implements this customized solution. What sets Stirista’s solutions apart is the functionality to retarget the audience from the same platform that one uses to send emails, therefore negating the need for multiple marketing vendors.
This attention to detail has made Stirista one of the go-to names among global retailers, telecom companies, and franchises. Today, their client list includes names like Great Clips, Verizon, and L’Oréal.
Speaking about the services they provide to Great Clips, Gupta says, “We manage their email program in a capacity where we can take in their customer data and analyze that further.” Stirista then segments their customer data under various verticals based on the time of the year a customer comes in for a haircut, the frequency of visit, the type of coupons that the customer may be using, and their spending habits at their local Great Clips salon. The collected micro-segmented data then allows Stirista to help Great Clips run multiple successful email campaigns to increase their sales and generate significant ROI. Through this partnership, Stirista manages everything from data to execution of marketing campaigns for Great Clips.
At this juncture, it is important to note that Stirista is an excellent example of how millennials can make things work and create a very successful company. Even though Stirista has experienced employees at critical positions, around 80 percent of its employees are millennials. Cultivating a millennial-heavy work culture, Stirista hires and trains fresh minds right out of college. The initiative has already proven successful for the company.
With such successes serving as a testament to its capability, Stirista is now poised to create a unified data platform that can combine customer data with marketing capabilities. The core idea behind this upcoming functionality is to allow users to not only load their first-party data but also tap into other data sources and execute campaigns while identifying different sets of user actions. “Our new product is geared toward CMOs and VPs of marketing. They are not interested in getting into technical details but want to see high-level reports of what their customer database looks like or how their campaigns are progressing,” concludes Gupta.