Migrating +20 Year eCommerce Companies Oracle Responsys Data to HubSpot Enterprise Suite to Revolutionize Email Marketing for $50M ARR eCommerce Stauer.com

The Challenge

Stauer’s email marketing and CRM systems were becoming outdated and unable to support the company's rapid growth. The company relied on Oracle Responsys, which, despite being a robust platform, cost Stauer hundreds of thousands of dollars annually without providing the support and flexibility needed for a +$60M ARR organization. Furthermore, their reliance on an antiquated technology stack that used SFTP for data transfers and handling large volumes of sensitive customer data created inefficiencies and operational roadblocks. With three large websites and a subscriber list of over 5 million, Stauer required a CRM solution that could scale with their business needs while optimizing email marketing, campaign tracking, and ROI analysis.

The Solution

To address Stauer’s challenges, Peddle leveraged its deep expertise in CRM migration, email marketing optimization, and large-scale data integrations to implement HubSpot's Enterprise Suite package. The Peddle team worked quickly to diagnose Stauer's existing tech stack and developed a plan to migrate critical data while ensuring minimal disruption to ongoing operations.The Results

Key steps in the solution included:

1. Data Migration and Integration:
   
   
   • The Peddle team migrated Stauer's email marketing and customer data from Oracle Responsys to HubSpot, ensuring data integrity and synchronization across all platforms.
     
     
   • Custom integrations were built to sync objects and property data to HubSpot, allowing for seamless communication between Stauer’s tech stack and the new CRM system.
     
     
   • Given the sensitive nature of the data, the team set up a cloud instance in AWS and integrated Skyvia to securely pass protected data through the correct channels.
     
     
2. Email Marketing Optimization:
   
   
   • The team recreated all of Stauer’s email assets and templates in HubSpot, ensuring that the transition from Oracle Responsys was smooth and the integrity of email campaigns was maintained.
     
     
   • Peddle implemented custom features such as an abandoned cart object and integrated a Google Shopping Feed to allow for personalized, real-time abandonment emails with discounts—helping Stauer close sales more effectively and boost revenue.
     
     
3. Enterprise Onboarding and Knowledge Management:
   
   
   • Using Supered, Peddle facilitated in-app HubSpot onboarding, ensuring the Stauer team had clear task lists, action plans, and access to detailed documentation about all processes.
     
     
   • Supered also acted as a living knowledge base for the Stauer team, helping them self-train and ramp up on new tools and processes with Loom videos, diagrams, and ongoing documentation for onboarding new hires.
     
     
4. Email Validation and Scaling:
   
   
   • Peddle assisted Stauer in switching from Vallidity to Zerobounce to implement email validation with HubSpot, ensuring that email deliverability and sender reputation were optimized.
     
     
   • The team managed the transition of Stauer’s email sending capacity, gradually increasing email volumes to +1M weekly sends while maintaining low unsubscribe rates and ensuring messages landed in inboxes, not spam.
     
     
   • Success was verified through historical data matching, comparing metrics like email sends, opens, website sessions, and purchases, ensuring performance exceeded expectations.

The Result:

Stauer’s migration to HubSpot resulted in significant improvements across multiple areas:

• Cost Savings: By migrating to HubSpot, Stauer saved hundreds of thousands of dollars annually compared to their previous Oracle Responsys subscription, while gaining access to more powerful marketing and reporting tools.
  
  
• Enhanced Marketing Efficiency: With the new email templates, abandoned cart features, and Google Shopping Feed integration, Stauer saw improved conversion rates, reducing cart abandonment and boosting sales.
  
  
• Seamless Data Integration: Peddle’s integration ensured that Stauer’s large data sets were synchronized across their tech stack, with real-time syncing and improved data hygiene processes.
  
  
• Scalable Solutions: With HubSpot’s Enterprise Suite and the in-app training delivered through Supered, the Stauer team is now empowered to handle future growth and manage their CRM processes autonomously.
  
  
• Improved Email Deliverability: After the email validation process, Stauer successfully scaled their email sends to 1M+ emails per week without high unsubscribe rates, ensuring continued customer engagement and effective marketing campaigns.
  

   

Conclusion:

By migrating Stauer’s operations to HubSpot and optimizing their email marketing processes, Peddle helped the company reduce costs, enhance data management, and set the foundation for scalable growth. Stauer is now equipped with a modern CRM system that supports their evolving needs and enables them to focus on long-term success. With phase one complete, the Stauer team is excited to move on to phase two, where Peddle will assist with migrating their sales and call center operations, further optimizing their business processes and driving continued growth.