5 Marketing Channels You Should Be Personalising Right Now

Posted by Abi Davies 23 Aug 17

Over the past couple of years, personalisation in ecommerce marketing has graduated from being a relatively niche and new concept to a commonplace practice used by the majority.

The level of personalisation customers have come to expect from retailers has also evolved. A one off email using a recipient’s first name is simply no longer novel; today marketers can (and should!) adopt a cross-channel strategy that is driven and shaped by customer data.

What does this actually look like? Well, instead of a customer receiving generic campaigns/messages that in no way resonate with them individually, they will receive the right message at the right time and on the best marketing channels for them.

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To know what content to send each customer, and the optimal marketing channels to do it, marketers will first need to have access to the following pieces of data:

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Topics: Ecommerce personalisation, cross-channel marketing, cross-channel marketing strategy, dynamic content, Segmentation in ecommerce marketing

6 Invaluable Lessons in Personalisation From One of the UK's Hottest Online Retailers

Posted by Abi Davies 1 Jun 17

Lost My Name Five years ago, four friends—Pedro, Asi, Tal and David—put their heads together to figure out how they could create a perfectly personalised children’s book using cutting-edge technology.

Combining code with copy, automation with imaginative illustration, the boys worked around the clock until they eventually had a (pretty awesome) finished product.  

After launching as Lost My Name (named after their first picture book, The Little Boy Who Lost His Name), the four founders were met with instant success—an unprecedented number of copies were sold, followed by lots of positive feedback.

Fast forward to 2017 and Lost My Name has gone from being a fun passion project to an award-winning ecommerce business with customers dotted across the globe. (To see its latest personalised book, check out this blog post!)

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Topics: Ecommerce personalisation, Ecommerce marketing tips, cross-channel marketing strategy, Lost My Name, Data powered marketing

Ecommerce Web Form Design Best Practices: 12 Tricks for Making Your Forms Less Tiresome

Posted by Hannah Stacey 23 May 17

web form exampleHands up who actively enjoys filling out web forms?

Oh, so nobody then. Unfortunately, however, if you’re an online retailer a web form is usually the obstacle between you and an important customer action - be it a newsletter subscription, an account login or, most importantly, a purchase. 

Poor design in the sign-up and checkout process is undoubtedly a key contributor to cart abandonment rates (as well as escalating visitor stress levels), so making form-filling as easy and frictionless an activity as possible means everyone is a winner.

True, it’s never going to be an exhilarating experience, but there are a number of subtle tactics and tricks you can employ to make it seem less tedious. Here are twelve important web form design best practices.

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Topics: Ecommerce ux, Ecommerce personalisation, Ecommerce marketing strategy, Ecommerce marketing tips

A Guide to Sending Brilliant Ecommerce Welcome Emails

Posted by Hannah Stacey 7 Apr 17

Ecommerce welcome emails Despite today's focus on personalisation, the majority of online retailers out there are still sending generic, undifferentiated marketing emails.

Why? Because most digital marketing channels have always had low variable costs (i.e. it doesn't cost much more to send 1000 emails than to send one); consequently, this approach - of carpet-bombing subscribers with the same information - became known as a 'can't lose' strategy.

But it isn't. Not at all. 

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Topics: Ecommerce personalisation, Customer lifecycle marketing, Ecommerce marketing tips, ecommerce welcome email

4 clever cross-channel tactics to boost your festive campaigns

Posted by Abi Davies 8 Nov 16

Haddon Sundblom Christmas AdEver since artist Haddon Sundblom created the (now legendary) Father Christmas ads for Coca Cola during the early twentieth century, Christmas has been recognised as a huge commercial opportunity within the retail world and beyond.

Fast-forward almost a century and Christmas has become a time of year that's noisier than ever - and not just around the dinner table following a few too many sherries.

With retail giants spending an increasing amount of money on powerful TV adverts and impressive billboards, how can smaller brands cut through the competition and make their mark?

Using data.

For this blog post, we've looked at four ways retailers - big and small - can join up the different channels at their disposal to target customers in a personalised, relevant way this Christmas.

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Topics: Ecommerce personalisation, Ecommerce marketing strategy, Ecommerce branding, Christmas marketing

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