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8 Examples of Birthday Emails Worth Celebrating

Posted by Alegría 15 Feb 19


Best practice for ecommerce bithday emails_Birthday dog image For most of us, birthdays are an exciting time. Another year of life experienced and a fantastic opportunity to celebrate with close friends and family. So, why aren't retailers using their customers' day of celebration in campaigns more? 

Retailers getting in touch with shoppers on their birthdays is nothing new, but still not as readily exercised as it should be. Everyone wants to feel special on their big day, so making sure your birthday email are as personalised as possible can be a big win - generic birthday greetings won’t cut it for long; by using customer behavioural data you can really advance the campaigns you're sending to customer - it's essential to maximise what you know about them to create experiences that they'll truly love. 

With Ometria recently celebrating its 6th birthday, we looked back at birthday emails we've received over the past year to come up with a list of good examples (and we've made some advanced suggestions about how they could be improved, too).

For more in-depth tips on advancing your automated campaigns, read our guide which breaks down the 8 campaigns you should be sending and how to perfect them. 

Tips on how to create an advanced birthday campaign:

  • Segment your campaign or use dynamic content to change up the incentives you send, based on lifecycle stage (e.g. sending your VIPs an extra special gift, or increasing the incentive for those who are yet to purchase for the first time), gender, or other demographic factors.
  • Make sure that the data you have is accurate (double-check it's actually their birthday, did they share this information with you when subscribing to your emails? If not, you can instead celebrate the day they subscribed to your marketing as an anniversary) 
  • Include dynamic recommendations in the email based on the recipient's taste profile 


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Topics: Ecommerce examples

How to Send Great Win-Back Email Campaigns

Posted by Alegría 8 Feb 19

All marketers have heard it before: acquiring a new customer is usually more costly than getting an already-rick-roll-astley-never-gonna-give-you-upacquired customer to repurchase. 

But given that we all know how valuable repeat customers are, it’s surprising how little effort many online retailers put into re-activating customers that are at risk of lapsing, especially those who have been great customers in the past. In the world of customer relationships, retailers' approach should be more Rick Astley and less Ariana Grande.

With 61% of consumers frustrated that their loyalty is not recognised - the loss of existing customers is something that remains an issue for retail marketers. 

Losing a few customers here and there is part and parcel of running an online store, but by using advanced strategies to win back lapsed customers, online retailers are missing out both an opportunity to re-align consumers to their brand and increase revenue.  

This blog post aims to provide an overview of how you can use advanced tactics in your emails to win back lost customers and provide them with tailored content that reminds them your recognise their importance as a shopper with your brand. 

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Topics: Ecommerce customer retention, Ecommerce marketing tips, win back email campaigns

How Sigma Sports is Using Dynamic Content to Win Return Customers

Posted by Alegría 24 Jan 19

Premium cycling brand Sigma Sports wanted to learn more about its returning customers to be able KQ4fWSFuSBCwG7Ea8hbu_full_Sigma sports welcome campaign copyto provide an online experience that felt both well-thought out and personal.

Catering to triathletes, road cyclists, mountain bikers and enthusiasts alike, the cycling brand was struggling to collate its data - which was housed across multiple platforms - to both cement its growing brand identity and serve experiences that felt tailored to the needs of its shoppers.

Sigma Sports identified that having unified data as the foundation of their email and cross channel campaigns would be essential to truly innovating the way it communicated with its shoppers. This meant a step away from isolated batch-and-blast email tactics and a clear and data-led automated customer lifecycle campaign, starting from the very first welcome email. Calling upon Ometria, the brand is now able to have in-depth insight about its customers, learn their habits and behaviours and alter content to match and exceed expectations of a customer-focused online experience.

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Topics: Sigma Sports, unified customer data

A Guide to Sending Brilliant Ecommerce Welcome Emails

Posted by Alegría 15 Jan 19

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Although not new to any savvy retail marketer, welcome emails are a vital part of lifecycle marketing – they set the tone of the interactions you have with your new subscriber and whether you're a brand they're excited to spend with. 

As customers have more options to choose from, their inboxes swell with emails from retailers wanting to make sure they become a loyal customer. This means your first initial email is a deciding factor. Taking your welcome campaign to the next level is no longer an option - it's a necessity. 

So, how can you ensure you are efficiently crafting truly personal and innovative campaigns on a, sometimes, pretty large scale?

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

Three Big Predictions for Retention Marketing in 2019

Posted by Alegría 4 Jan 19

 

2018 was all about the customer with the rise customer retention staples like dynamic content and Retention marketing trends preview (white background) copyadvanced segmentation much like our predictions last year claimed. As retail marketing becomes more focused on the individual shopper experience within ‘The Age of the Customer’ - what does this mean for retention marketing in 2019?

In our latest guide, we peek behind the curtain to reveal what some of the biggest and most disruptive brands are piecing together for their new year marketing resolutions. Want to know what IKEA, MADE.com and eve Sleep are working on right now? Download your copy for the full debrief. 

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Topics: retention marketing trends

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