Abi Davies

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How to Get Your Holiday Shoppers Spending Again

Posted by Abi Davies 21 Nov 17

ecommerce marketing and festive shoppers From inflation to business rates increases to a weak pound, there’s no denying that 2017 has been a bit of a mixed bag for retailers. However, ecommerce marketers should nevertheless be preparing themselves for a flurry of festive shoppers over the next month and a half.

Whilst most of you will no doubt already have your Christmas campaigns firmly in place (many of you will have already sent them out), it’s worth thinking about how you can make doubly sure everyone who has shopped with you in Christmases gone by revisits you over the next couple of months to spend again. 

Below are four ways you can go about doing this. 

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Topics: Festive marketing campaign for retailers, Christmas email marketing from retailers, Christmas campaigns, festive tips for retailers, Christmas promotion, Christmas marketing ideas, Targeting gift shoppers at Christmas

Seven Smart Ways to Optimise Your Email Marketing Campaigns for Black Friday 2017

Posted by Abi Davies 9 Nov 17

Last November, research carried out by our in-house data scientist revealed that, whilst Black Friday shoppers tend to be less valuable (in the long-term) than those acquired throughout the rest of the year, the annual event continues to be an indispensable revenue-making opportunity for retailers.

The research also indicated that, when it comes to engaging and converting Black Friday shoppers, email is still the most powerful and effective channel to use.

black friday 2016 stats

With this in mind, and with only 15 days to go until this year’s festive sale frenzy, we’ve put together seven smart ways ecommerce marketers can optimise their Black Friday marketing campaigns this year;focusing specifically on:

  1. Who to send the campaign to?
  2. What to send them?
  3. How to send it?
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Topics: Ecommerce email marketing, Ecommerce customer retention, Ecommerce tone of voice, Black Friday, Ecommerce lifecycle marketing, Black Friday 2017 marketing tips

Simple Ways to Deck out Your Automated Emails for the Festive Season

Posted by Abi Davies 26 Oct 17

festive tips for retailers According to research carried out by Retail Week and ICM, the average UK shopper will spend over £400 on Christmas-related shopping this year. Moreover, around 83 per cent of those shoppers are likely to spend at least some of that money online.

With this in mind, we thought it was about time we kicked off our first festive blog post of the season.

No doubt most of you marketers will already have your holiday-themed newsletters sussed—but what about your triggered emails?

You know: those automated messages sent to recipients following a specific action, namely: signing up to your newsletter (welcome email), looking at an item on your site (browse abandonment email), leaving an item in their basket (cart abandonment email) and actually buying something (post purchase email).

Sent when a recipient is most engaged, these emails are the ones that tend to get the highest click-through rate, so ignoring them around this time of year is akin to moaning you have nothing to wear for your Christmas party when you have at least five dresses sitting in your wardrobe—tag still on. 

But we know how time and resource-starved ecommerce retailers today tend to be, which is why we’ve made an easy-to-follow list of ways you can deck out these emails in time for November.

There’s a lot to say so—to make all this information easier to absorb—we’ve looked at each campaign individually. 

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Topics: Email marketing strategy, Christmas email marketing from retailers, December email marketing, Christmas campaigns, festive tips for retailers, Christmas email marketing ideas, Christmas promotion ideas, Retail Christmas marketing ideas,, Christmas retail campaign ideas, Best christmas campaigns ever.

Unexpected Lessons in Ecommerce Marketing From 8 Brilliant Bookshops

Posted by Abi Davies 12 Oct 17

In a world where Amazon is ranked number one global retailer, it was refreshing to discover that last Saturday (8th October) marked National Bookshop Day in the UK—a day organised by the charity “Books are my Bag” (BAMB) to celebrate (and protect) the existence of bookshops.

After all, where but a bookshop can you admire beautifully designed books, flick through the pages of limited edition tomes and be asked if you “need any help” by an expert in mid-twentieth century Spanish literature?

And then there’s that sense of belonging you find in a bookshop. Whether you need to hide away with a tea and some Tolkien, or hire a space for a book club, talk or event, bookshops always seem to be there for you—for the community.

But it’s not just their physical stores that booksellers are getting right: many are also doing some equally inspiring stuff with ecommerce marketing.

Here are eight of our favourite bookshops today, and the different (marketing-related) lessons we can learn from each.

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Topics: Ecommerce personalisation, Ecommerce brands using direct mail, Brand storytelling, Ecommerce bookshops

7 Product Recommendation Engines (and When to Use Them)

Posted by Abi Davies 4 Oct 17

Recommendation engines are difficult to get right (and not something you want to get wrong—unless you don’t mind ending up in Private Eye’s “Malgorithms” column).

But this doesn’t mean you should shun product recommendations altogether; on the contrary, in an industry dominated by personalisation, your brand should be investing more time and energy in making them accurate (and in no way annoying).

In this blog post, we’ve taken a look at seven different recommendation engines that can help you do just that. Whilst each one can be used in different ways for different emails (broadcast or automated), there are certain instances where specific engines lend themselves particularly well to specific campaigns; where this is the case, we’ve made a note using a ⭐ . 

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Topics: Ecommerce marketing resources, Ecommerce customer retention, Ecommerce personalisation, Ecommerce marketing strategy, Ecommerce marketing tips, AI in ecommerce marketing, product recommendation engines

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