11 Brands Taking a ‘Don’t Ask, Don’t Get’ Approach to Personalising Customer Emails

Posted by Hannah Stacey 22 Oct 14

shutterstock_189329828We all know by now that personalisation is a big deal in marketing.

After all, it really does makes sense: the more you can tailor the messages and products that you plonk in front of a customer to their particular tastes and preferences, the more likely they are to buy things from you. Simple.

Tracking user behaviour across multiple data sources and bringing everything into one big happy single view of the customer, and implementing things like predictive analytics, learning-based algorithms and real-time product recommendation generators? Not so simple.

While actions undoubtedly speak loudly when it comes to user preference, sometimes words can be pretty useful too. Yup, sometimes simply asking customers what they’re into and what they’re not-so-into can be a quicker and easier route to simple personalisation than speculating based on (potentially limited) data that you have on them (though it’s obviously important to strike a balance when asking for personal details from customers - we’ve discussed this in a post on the topic.)

Here are some interesting tactics that eleven top brands are using to help personalise their customer emails in various ways.

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Ecommerce Site Search: 4 Dos and 3 Major Don’ts for ‘No Results’ Pages

Posted by Hannah Stacey 18 Oct 14

shutterstock_202020871The vast majority of people who hit an online store will leave again without purchasing anything (in fact, only around 1.45% of UK visitors convert, according to figures from Monetate).

It’s easy to forget, however, that not all visitors are created equal; that some people checking out your store are significantly more likely to make a purchase than others.

One group of people far more likely to convert are visitors who use internal site search to hunt down whether you have what they're looking for - in an experiment covered by Econsultancy, these chaps converted at 4.63% (versus a website average of 2.77%).

Why? In searching for a specific item or category, these people are showing more buying intent than others who could be ‘just browsing’; they’ve probably done (or are in the process of doing) their research and are late in the buying stage. And not engaging these visitors is a huge missed opportunity.

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Customer Data: Are You Asking For Too Much Personal Information?

Posted by Hannah Stacey 14 Oct 14

shutterstock_197575442Last week brought with it the news that 38 per cent of online shoppers will abandon a purchase if they have to register for an account first. The research, carried out by Skrill, also revealed that nearly a third of online shoppers abandon a purchase if they feel that the website is asking for too much information from them.

Clearly, there’s a fine line between offering a personalised, helpful shopping experience and straight up creeping your customers out.

But how much is too much when it comes to the amount of data that online retailers can ask for?

While every retailer is different, and careful testing is (as always) key, we decided to look into how twenty big names in online retail in the fashion space approach personal data collection in the signup process.

To get the bigger picture, we examined three different website conversions to see whether some justified asking consumers for more personal deets than others. We looked at the types of data that online retailers asked for in the process of:

  • Signing up to a brand’s mailing list or newsletter

  • Registering for or creating an account

  • Checking out as a ‘guest’

The results are outlined below, along with some interesting features that we encountered along the way.

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4 Killer Tactics for Converting New Purchasers into Repeat Customers

Posted by Edward Gotham 9 Oct 14

shutterstock_184571201_(1)Why do so many of my customers not make a second purchase?

If you’re having problems encouraging people into that all-important second purchase, don’t worry, you’re not alone. Studies have shown that on average around 14 per cent of shoppers are repeat customers. However, the NRF has shown that a benchmark figure from the best performing sites is around 40 per cent.

Some of you may already be there, but for those of you that aren’t just take a second to calculate how much more value your business would drive from this. Simply multiply the average lifetime value of a repeat customer by the increase in the quantity of customers from hitting a 40 per cent repeat customer rate. For example if you were at a 25 per cent repeat customer rate for 20,000 customers, with £130 being the average LTV of a repeat customer your potential increase in lifetime revenue would be £390,000. There would also be incremental value add for every new customer added as well.

I think you’ll agree, it’s definitely worth a minute of your time.

Below I’ve outlined a number of tactics you can add into your lifecycle marketing strategy to improve the conversion from first time customer to repeat customer. Here’s an image showing you exactly what phase of the lifecycle we’re focusing on.

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7 TED Talks Every Ecommerce Marketer Needs to Watch

Posted by Hannah Stacey 7 Oct 14

When you’re busy running an online store, dedicating time to reading, watching or listening to a piece of content - be it a blog post, infographic, ebook, video - can seem like a bit of a risky investment; nobody likes to think that they’ve been robbed of 5 or more minutes of their time when they’re not gaining anything valuable in return.shutterstock_202347355

Luckily for us, there’s TED. With over a thousand talks from experts ranging from former US presidents to leading academics to industry leaders that have accumulated over a billion views to date, it’s probably safe to say your time won’t be wasted.

Here are seven fantastic talks that are relevant to your role as ecommerce marketer. Each video is no more than 18 minutes long - so why not grab a cup of tea and start your day feeling inspired?

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