David Swift, CEO at SwiftERM tells us about delivering an additional return to your online marketing.
First of all, how are you and your family doing in these COVID-19 times?
David Swift: These have been tough times for both our clients and ourselves, as retailers come to terms with a new world economy, with varying degrees of confidence and timidity. Platitudes like “fortune favour the brave” are great until there is no money at the end of the month to feed you, kids, so we had had to learn to appreciate the need to stay lean and keen to survive.
Tell us about you, your career, how you founded SwiftERM.
David Swift: I started an advertising agency in 1983 and was appointed as advisors for the Department of Trade and Industry soon after, advising on mail order, which later included eCommerce. I realized that smaller retailers had little or no opportunity for marketing let alone, knowledge of it. I devised SwiftERM Personalised Product Selection for Ecommerce Email Marketing s both a necessity and an opportunity. It is automatic, so it removes the cost of staff, needs to invest time in it, and remains at the cutting edge of technological innovation for eCommerce.
How does SwiftERM innovate?
David Swift: An interesting question. As we are the only software in the world doing what we do, and by that, I mean a lot of people assume we are the same as something else until they look into it. We consider ourselves miles ahead of the curve as it is. Trustpilot spotted us early and appointed us as the only solution in the world authorized to send their product ratings out in email marketing. We are also appointed partners to Microsoft. We employ sophisticated data scientists and analysts to perpetually improve the ROI SwiftERM delivers.
How the coronavirus pandemic affects your business, and how are you coping?
David Swift: The pandemic for ourselves meant a slowing down of new clients to be quick to subscribe. Fear of the unknown is a tough task-master, but we appreciate what we have is nisq and those who have come on board now reap the enormous benefits. Our average ROI is 1500%, a staggering positive number.
Did you have to make difficult choices, and what are the lessons learned?
David Swift: No, we found all the choices were made for us. Old clients left as they feared survival, and we got lumped in with everyone else they were abandoning; new clients came on board eager to stave off impending doom.
What specific tools, software and management skills are you using to navigate this crisis?
David Swift: I can’t say there is anything we could particularly share with you here. We have just the usual accoutrements that everyone else uses.
Who are your competitors? And how do you plan to stay in the game?
David Swift: As we are the lone voice in this particular market, our major problem is being distinguished among the plethora of similar-sounding software offerings and get lumped into generalities that everyone else does. Ostensibly we sell email marketing software, in that sector, we are swamped by huge players. But when people look for something more refined and specific, we quickly get picked out of the melee.
Your final thoughts?
David Swift: From every disaster, someone triumphs. We like to hope it is our clients. Not the flash, look at me – aren’t I important types, many of whom go to the wall really easily when the bravado of their executives bursts under pressure. Take Arcadia, Cath Kidson or Debenhams as examples; had any of them used us, according to their respective liquidators, they would have survived. Oh, but for the arrogance of ego. Perpetually research, identify and adopt new technology or perish should be the new mantra for eCommerce retailers.
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