Abi Davies

Recent Posts

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.

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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

5 Examples of Fantastic Lifecycle Marketing From Finery

Posted by Abi Davies 16 Aug 17

Finery London lifecycle emails .pngAt just three years old, online womenswear brand Finery is leading the way when it comes to email marketing; often showing old-school, veteran brands how it’s done.

Just like its beautiful clothes, Finery’s emails are modern, stylish, inspiring and well-designed. They’re also highly relevant, thanks to the brand’s investment in different methods of personalisation—including customer lifecycle marketing (CLM).

To recap, CLM is an approach to marketing that takes its cue from where a customer is in their journey with your brand, ensuring the right message is sent to the right person at the right time.

In order to start using CLM, ecommerce marketers need to split their customer base into different lifecycle segments or ‘stages’. The nature of these segments will vary from business to business, but they tend to be split into:

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Topics: Ecommerce customer retention, Customer lifecycle marketing, Ecommerce marketing strategy, Customer experience in ecommerce

6 Reasons to Reach out to a Customer Post First Purchase

Posted by Abi Davies 9 Aug 17

ecommerce post-purchase ideas Here at Ometria, we write a helluva lot about post-purchase campaigns. That’s because these campaigns are indispensable to any brand striving for a high customer retention rate.

But this post isn’t about post-purchase campaigns, per se. But rather, it focuses specifically on six good reasons for online retailers to get in touch with customers following their *first* ever purchase.

The goal of writing this is to help you go about keeping first-time customers engaged by sending the right content at the right time; in other words, by using a brilliant customer lifecycle marketing strategy.

FYI… Being a data-driven ecommerce marketing platform, it’s important for us to first stress that, in order for you to act on any of the below, you first need to have access to multichannel order data—otherwise you will struggle to recognise customers’ first orders.

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Topics: Ecommerce email marketing, Ecommerce customer retention, Ecommerce marketing strategy, post-purchase email

10 Things Subscription Box Sites Can Teach Us About Ecommerce Marketing

Posted by Abi Davies 1 Aug 17

Admit it: you love arriving home from work to find the latest issue of your favourite magazine, a handwritten letter or, better still, a carefully wrapped parcel waiting for you in your letterbox.

subscription box marketing lessons

There’s just something inexplicably satisfying about receiving a tangible treat now and again (even if it was you who paid for it…).

This (very human) propensity for the physical is just one reason why subscription box sites are currently prospering. Other reasons include: convenience, a curiosity to see what’s out there and a desire for something new.

According to a recent report by Hitwise, visits to online subscription retailer sites rocketed from 722,000 visits in 2013 to over 21.4 million in January 2016. This confirms that the subscription box model is becoming increasingly attractive to consumers; question is, what can the rest of us learn from its recent success?

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Topics: Ecommerce email marketing, Ecommerce content marketing, Subscription box, Top subscription boxes

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