5 Examples of Fantastic Lifecycle Marketing From Finery

Posted by Abi Davies 16 Aug 17

Finery London lifecycle emails .pngAt just three years old, online womenswear brand Finery is leading the way when it comes to email marketing; often showing old-school, veteran brands how it’s done.

Just like its beautiful clothes, Finery’s emails are modern, stylish, inspiring and well-designed. They’re also highly relevant, thanks to the brand’s investment in different methods of personalisation—including customer lifecycle marketing (CLM).

To recap, CLM is an approach to marketing that takes its cue from where a customer is in their journey with your brand, ensuring the right message is sent to the right person at the right time.

In order to start using CLM, ecommerce marketers need to split their customer base into different lifecycle segments or ‘stages’. The nature of these segments will vary from business to business, but they tend to be split into:

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Topics: Ecommerce customer retention, Customer lifecycle marketing, Ecommerce marketing strategy, Customer experience in ecommerce

8 Essential Elements of an Excellent Mobile Checkout Process

Posted by Hannah Stacey 11 Aug 17

mobile checkout process .pngIn the past, the mobile checkout process has been given a pretty bad rap. 

Lacklustre conversion rates and high abandonment levels from smartphones and tablets (estimated at 84% from mobile phones as opposed to 68% from desktop by cloud.IQ in 2014) led to the finger of blame being pointed squarely at poorly-designed mobile websites, and the checkout process in particular.

However, with mobile "fast becoming the No. 1 online sales channel for UK retailers," a stellar mobile checkout process is paramount. 

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Topics: Ecommerce website design, Ecommerce ux

6 Reasons to Reach out to a Customer Post First Purchase

Posted by Abi Davies 9 Aug 17

ecommerce post-purchase ideas Here at Ometria, we write a helluva lot about post-purchase campaigns. That’s because these campaigns are indispensable to any brand striving for a high customer retention rate.

But this post isn’t about post-purchase campaigns, per se. But rather, it focuses specifically on six good reasons for online retailers to get in touch with customers following their *first* ever purchase.

The goal of writing this is to help you go about keeping first-time customers engaged by sending the right content at the right time; in other words, by using a brilliant customer lifecycle marketing strategy.

FYI… Being a data-driven ecommerce marketing platform, it’s important for us to first stress that, in order for you to act on any of the below, you first need to have access to multichannel order data—otherwise you will struggle to recognise customers’ first orders.

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Topics: Ecommerce email marketing, Ecommerce customer retention, Ecommerce marketing strategy, post-purchase email

10 Things Subscription Box Sites Can Teach Us About Ecommerce Marketing

Posted by Abi Davies 1 Aug 17

Admit it: you love arriving home from work to find the latest issue of your favourite magazine, a handwritten letter or, better still, a carefully wrapped parcel waiting for you in your letterbox.

subscription box marketing lessons

There’s just something inexplicably satisfying about receiving a tangible treat now and again (even if it was you who paid for it…).

This (very human) propensity for the physical is just one reason why subscription box sites are currently prospering. Other reasons include: convenience, a curiosity to see what’s out there and a desire for something new.

According to a recent report by Hitwise, visits to online subscription retailer sites rocketed from 722,000 visits in 2013 to over 21.4 million in January 2016. This confirms that the subscription box model is becoming increasingly attractive to consumers; question is, what can the rest of us learn from its recent success?

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Topics: Ecommerce email marketing, Ecommerce content marketing, Subscription box, Top subscription boxes

Lessons in Content Marketing From 5 Editorial-First Ecommerce Sites

Posted by Abi Davies 27 Jul 17

Front_cover_of_Vogue_magazine_April_1922You only have to flick through century-old copies of fashion magazines like Vogue and Harper's BAZAAR to know that content and commerce have always gone hand in hand. It’s obvious why: the two industries complement one another, commercially and financially.

But there’s a big difference between the mutually beneficial relationship editorial and retail shared during the early twentieth century, and what we have today: ecommerce sites creating their own content as a way to form more meaningful relationships with customers.

Having been on the retail agenda since at least 2012, we have now reached the point where editorial is not just a “bonus” for retailers, but, in some instances, the lifeblood of a brand.

From a makeup brand born out of a blog to a consumer magazine’s own online store, below are five editorial-first ecommerce sites—and what they can teach us about the art of content marketing.

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Topics: Ecommerce marketing tips, Ecommerce content marketing, Editorial-first ecommerce brands

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