Abi Davies

Recent Posts

8 Brands Using Their Marketing Campaigns for the Greater Good

Posted by Abi Davies 19 Jul 17

ethical brands_marketing for the greater goodWhat do Emma Watson, Pharrell Williams and Will.i.am all have in common?

That’s right—they’re all strong advocates of sustainable, eco-friendly fashion.

But it’s not just celebrities that are waking up to the importance of looking after the world we live in. According to a recent report by Credit Suisse, millennials (famous or otherwise) are the most sustainability-conscious generation and are willing to pay “more for products and services seen as sustainable or coming from socially and environmentally responsible companies”.

With such a growing interest surrounding brands that take their corporate social responsibility very seriously (more in terms of their responsibility to *society* at large than stakeholders), we figured it was high time to take a closer look at how they’re promoting these brand values in their marketing messages.

From eye-catching website popups to summits to social media campaigns, here’s how eight ethical retailers are using their marketing for the greater good.

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Topics: Ecommerce branding, Ecommerce content marketing, fair trade clothing, corporate social responsibility retail, Sustainable retail, Brand storytelling

Double Opt-In: What Does the Perfect Process Look Like?

Posted by Abi Davies 17 Jul 17

The single vs double opt-in debate is as famous as it is long-running within ecommerce marketing, but for those unacquainted let us briefly explain. 

Single opt-in is where a contact is automatically added to a marketing list when they give their email address to a retailer. They are not given the opportunity to confirm that they want to be on the list.

Double opt-in, on the other hand, involves a second step: once a contact has submitted their email address, they first need to confirm they want to be added to a mailing list by clicking a link in a confirmation email. It’s only once they’re fully subscribed that they’re sent a welcome email:

double opt-in process in ecommerce email marketing

Which is better?

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Topics: Ecommerce email marketing, GDPR, Double opt-in process

6 Secrets to Upgrading Your Transactional Emails

Posted by Abi Davies 10 Jul 17

Transactional emails refer to a type of email sent to a customer when they need, or have requested, specific information. 

In other words, this is an email a recipient doesn’t need to be “opted-in” to receive. Examples include: confirmation of a new account, password reset links and post-purchase receipts. 

For this post, we’re going to focus on the latter: the email you send to a customer straight after they’ve made a purchase, making them do this at their screen.

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Topics: Ecommerce branding, Transactional emails, Order confirmation emails

Excellent Examples of 4th July Marketing From Retailers

Posted by Abi Davies 4 Jul 17

Fourth of JulyHappy Fourth of July, readers, and happy birthday to the United States of America!

Today marks the 241st anniversary of America’s Declaration of Independence, and to celebrate there will be a plethora of fun activities taking place across the pond—from family BBQs to parades to fireworks.

But how are ecommerce marketers marking the big day? Well, in addition to some pretty epic shopping sales, many brands have given their email marketing an Independence Day twist.

From Tommy Hilfiger to Kate Spade, here are a few of our favourites so far.

We'll keep updating this list throughout the day, so keep an eye out for your brand! 

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Topics: Ecommerce email marketing, Ecommerce content marketing, Fourth of July marketing ideas, fourth of july email

Four Big Ways AI Can Improve Customer Experience in Online Retail

Posted by Abi Davies 29 Jun 17

customer experienceAs explored in our latest ebook, A no-nonsense guide to AI in ecommerce marketing, it’s only a matter of time before machine learning algorithms take over certain parts of an ecommerce marketer’s job.

…But not all parts—some will always need the human touch. Does that include providing a kick-ass customer experience?

Nothing can replace what human beings bring to the creative side of marketing (at least for now).

That said, it’s inevitable that artificial intelligence will have its part to play—but this is something to embrace, not fear. Because machines are created to help marketers, not replace them completely.

From predictive replenishment to taste profiling, here are four ways AI can—and will— improve your brand’s customer experience.

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Topics: Ecommerce customer retention, AI in ecommerce marketing, Ecommerce customer service

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