Abi Davies

Recent Posts

8 Big Ecommerce Marketing Questions Cohort Analysis Can Answer

Posted by Abi Davies 20 Sep 17

If you’ve avoided cohort analysis until now, we understand why. Anyone that's been given a lesson on how it works will know the state of confusion, anxiety and frustration it can initially bring about. 
what is cohort analysis? 
But trust us: once you *have* got it, it’s totally worth it—enabling you to explore the performance of your marketing in greater depth than ever before. In this blog post, we’ll cover the following areas:
  • What is cohort analysis? (A jargon-free, straightforward description)
  • How can ecommerce marketers use it?
  • Eight exemplary (ecommerce marketing) questions it can answer 

Coffee ready ☕ …? Let's begin.

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Topics: Ecommerce metrics, Ecommerce examples, cohort analysis

How 5 Ecommerce Brands Are Embracing LFW Fever

Posted by Abi Davies 14 Sep 17

ecommerce brands on LFWOnce upon a time, Fashion Week was something celebrated only by prestigious journalists, discerning buyers, top models and dexterous designers. Not anymore.

Thanks to social media (most notably Instagram, Snapchat and Google Search) the event today can be experienced (albeit through the lens of fashion bloggers and Instagrammers) by almost anyone—all in real time.

For the uninitiated, Fashion Week is an industry event that occurs biannually; once in February, and once in September.

The first ever Fashion Week was thought to have taken place in New York in 1903. Fast-forward 114 years, and versions of the event are taking place across the globe, with the “Big Four” being Paris, London, Milan and, of course, the Big Apple.

With an increasing number of ecommerce marketers today branching out and producing content that is less product-focussed and more journalistic, it’s no wonder that, for September’s London Fashion Week (LFW) , we’ve (already) received a plethora of emails marking the event.

Here are our a few of our favourite emails so far….

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Topics: Ecommerce email marketing, ecommerce marketing, London Fashion Week ecommerce brands, London Fashion Week themed marketing

ASOS and M&S: How Do Their Lifecycle Marketing Strategies Compare?

Posted by Abi Davies 7 Sep 17

It’s the (retail) news everyone is talking about: analysts have predicted ecommerce powerhouse ASOS may soon have a bigger market value than British centenarian Marks & Spencer. (M&S’s market value currently stands at £5.08bn, compared with ASOS’s £4.98bn.)

The announcement piqued our interest (naturally), prompting us to take a break from planning our imminent lifecycle conference and take a closer look at what the two retailers are up to with their email marketing.

Here are four things we found.

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Topics: Ecommerce email marketing, Ecommerce marketing strategy, ASOS email marketing, M&S email marketing, Ecommerce lifecycle marketing

How to Revitalise Your Replenishment Emails

Posted by Abi Davies 30 Aug 17

Replenishment email 2.0In the summer of last year, we published a blog post on replenishment emails, looking at:

  • what they are (automated, data-driven emails reminding a customer to reorder consumable product/s when they are about to run out) 
  • who they are targeted at (those who have bought consumable products) 
  • why they’re so important (they have an average open-rate of roughly 40 per cent) 
  • top-notch examples from leading brands sending them

Fast-forward over 12 months, and some things have stayed the same; replenishment emails are still incredibly important, helping retailers retain existing customers (and not lose out to competition!) by making it easy as pie for them to shop again.

Other things, however, have changed. The level of personalisation consumers today expect from all forms of ecommerce marketing has rocketed (according to our research, 72 per cent of consumers find it frustrating when they receive emails featuring products that are not of interest).

In this blog post, we offer an update on the art of the replenishment email, taking a look at:

  1. Subject line, preheader text, content and product recommendations
  2. Calculating the optimal send-time

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Topics: AI in ecommerce marketing, replenishment email campaign, ecommerce marketing automated email, replenishment campaigns

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.

happy customer .gif

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

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