How Brands Are Using Data to Create Cutting-Edge Direct Mail

Posted by Abi Davies 27 Apr 17

Direct Mail 101During the early noughties, retailers cut the amount of direct mail they were sending customers. Why? Because, following the onset of digital marketing, the idea of investing huge amounts of time and money in sending catalogues to an entire customer base seemed silly.

So why is this vintage marketing hack now making an epic comeback? 

To begin with, there’s the obvious point that it’s only human nature to enjoy receiving tangible gifts or handwritten notes in the post. Just look at the Dear You Project, a project set up by an Italian designer who missed good old fashioned letters so much she decided to send 80 letters to 80 unknown addresses and share the journey on social media.

But nostalgia isn’t the only reason. The primary reason direct mail is cool again is because of data; vast sets of data which can be accessed, consolidated and stored in one platform, ready for a marketer to segment and form what we now call the single customer view (SCV).

By having a detailed understanding of each and every customer, marketers today can rest assured their direct marketing is being sent to the right group of people, at the right time, in order to bring about a specific action.  

To give you some inspiration, here are six examples of brands using data and technology to send awesome direct mail.

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Topics: Ecommerce marketing strategy, Ecommerce marketing tips, cross-channel marketing, Ecommerce brands using direct mail

Cart Abandonment 2.0: What a Great Campaign Should Look Like in 2017

Posted by Abi Davies 23 Mar 17

It is a truth universally acknowledged that an ecommerce marketer in possession of a high cart abandonment rate must be in want of a kickass campaign.  

But what does a kickass cart abandonment campaign actually look like today? After all, almost half a decade has passed since we first started talking about this ecommerce marketing hack, and what was considered cutting-edge back then will likely be old-hat by now.

From dynamic content to cross-channel campaigns, this blog post has been written with the goal of showing all you hungry marketers how to take your cart abandonment emails from this …

cart abandonment email

… to this:

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Topics: Ecommerce customer retention, Ecommerce marketing strategy, Ecommerce marketing tips, cross-channel marketing, cart-abandonment campaign

What Exactly Is Cross-Channel Marketing In Ecommerce?

Posted by Abi Davies 9 Mar 17

cross-channel marketing You hear it bandied around the office on a daily basis; you spend meetings name dropping it to sound cool; it’s been sitting at the top of your to-do list for six months.

Cross-channel marketing: what is it, and why is it so important?

In this blog post, we’ll start by looking at its current definition—touching on its multifarious benefits—before rolling out our crystal ball to predict what’s in store for the future.

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Topics: Ecommerce marketing strategy, cross-channel marketing, cross-channel marketing strategy

How to Calculate Cost of Customer Acquisition (CAC) in Ecommerce

Posted by Edward Gotham 2 Mar 17

Cost of customer acquisition ecommerceThe customer acquisition cost (CAC or CoCA) means the price you pay to acquire a new customer. In its simplest form, it can be worked out by:

Dividing the total costs associated with acquisition by total new customers, within a specific time period

Do not get this metric confused with cost per action (CPA), as there is a strong distinction between the two. In ecommerce, cost per action is typically the amount you pay to convert a customer (i.e. to make a sale), but this relates to both new and returning customers.

CAC is all about acquiring new customers. See how even Google refers to CPA as ‘the cost you are willing to pay to make a conversion’ NOT to acquire a new customer.

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Topics: Ecommerce metrics, Ecommerce marketing strategy, Ecommerce customer acquisition

How to Calculate Customer Lifetime Value (CLV) in Ecommerce

Posted by Edward Gotham 24 Feb 17

Customer lifecycle value What is customer lifetime value?

We all stumble through life clutching onto the fuzzy memories of those pesky Pythagoras and algebraic theorems that haunted many a youth, andwith rare use cases in present day lifethey normally end up getting filed and forgotten. 

Enter customer lifetime value: the only equation you need to remember.  

In ecommerce, CLV is the value a customer contributes to your business over their entire lifetime at your company.

The main methods of calculating CLV are split between historic and predictive CLV:

  • Historic CLV (Good indication of CLV)  

    Simply the sum of the gross profit from all historic purchases for an individual customer.

  • Predictive CLV (Great indication of CLV) 

    A predictive analysis of previous transaction history and various behavioural indicators which forecasts the lifetime value of an individual. As long as the equation is accurate, this value will become more accurate with every purchase and interaction.

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Topics: Ecommerce metrics, Ecommerce marketing resources, Ecommerce customer retention, Customer lifecycle marketing, Ecommerce marketing strategy, Ecommerce marketing tips

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