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

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

Best Ecommerce Product Pages: 13 First-Class Examples of Product Page Perfection

Posted by Hannah Stacey 14 Jul 17

Let’s face it, product pages are often more functional than fetching.

It’s understandable: when you’re building and testing pages that are geared towards selling, the overall 'feel' of a ecommerce product pageproduct page - creating that killer first impression - can sometimes take a backseat to cramming in all of the elements you think should be there to encourage a purchase: social sharing buttons, big calls to action, shipping information, product images and videos etc. (LingsCars.com on the right being an extreme example of this!).

And while undoubtedly many of these elements are crucial in clinching a sale, it’s important to remember that product pages are also an extension of your brand and your story; they’re there to get people excited about your products, to add a bit of 'wow' factor.

This blog post will look at thirteen product page examples - brands who have the best of both worlds, combining all the essential elements of high-converting product pages with some seriously slick design: these guys get the job done, and look pretty fly while they’re at it.

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Topics: Ecommerce examples, Ecommerce website design, Ecommerce ux, product page design, best ecommerce product pages

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

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