3 steps to re-engaging 'inactive' and 'lapsed' customers

Posted by Rita Braga Martins 23 Jul 19

Rita's expert advice on re-engaging inactive customersFor this post, Ometria’s email marketing consultant, Rita, offers advice on how ecommerce marketers today can go about (a) identifying inactive customers, and (b) re-engaging them. 

In an ideal world, all of your contacts would be engaged and consistently purchasing from you – but this isn’t the case; it does however present opportunities for retail marketers to both advance and diversify their methods for encouraging customers to spend with them. 

How do you keep customers engaged and what should you do once they become ‘inactive’? Again, in this ideal world, there would be more new customers to make up for those who lapse or become inactive. But this isn’t always the case, and gradually most retail businesses will see their email revenues go down despite a growth in their database. 

This is why we’re going to breakdown why you should focus on re-engaging those who are ‘inactive’ and how to make the most of your existing database of customers. 

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Topics: Segmentation in ecommerce marketing, single customer view, ecommerce marketing advice, re-engaging inactive customers, retention marketing

3 Key Retention Marketing Lessons from Papier, eve Sleep and MADE.com

Posted by Alegría 11 Jul 19


#Lifecycle18 has come and gone but with #Lifecycle19 on the way, a fresh reminder of the pointers shared by the keynote speakers and panellists work as a reminder of the lessons we can look forward to in the upcoming conference.

All three disruptive brands have Lifecycle_18Sep_037_s copyhighlighted important practices retail marketers need to have in place to make sure they are creating the best possible experiences for their customers. As the market continues to become more competitive and the standard of customer engagement soars, it is integral that brands have a clear strategy and idea of where they plan to take the marketing messages they send out to expectant customers. As Millennials and Gen Z continue to dominate with spending, now more than ever, it is important to know what customers want, and there is no better way to learn than from disruptive brands that are firm favourites.

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Topics: Lifecycle18

What does a ‘good’ email actually look like? 3 tips when you don’t have an in-house design team

Posted by Wassif 4 Jul 19


Wassif is the in-house HTML developer working to create memorable customer emails. In this guest post he discusses how to make the most out of your emails when you don't have an in-house HTML design team and the three principles he practices to keep email design quick but impactful. 


An important aspect of providing truly tailored experiences for your customers is creating email templates. eugene-lim-LG3mnOs359g-unsplash copyThis aspect of campaign building is often dreaded as it’s time-consuming and poses a challenge when you have various regions and customer groups. For marketers with no in-house design team or siloed from that department, this additional step in creating campaigns can make the process of personalisation appear overwhelming. Being time-poor with targets to reach, making multiple versions of the same email isn’t at the top of most’s to do list. But with the right knowledge you can create easy-to-do but effective emails. This means you can can add to the customer experience without chasing down a team or making design common mistakes.

In this blog post, we take a look at the three most common design mistakes and share what you should be doing instead. Although templates may take time, with the ability to know how impactful the below changes are you can limit the time it takes to create them before taking things further and advancing the email itself. This will arm you with the foundation to a ‘good’ email.

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Getting beyond the first date: 4 core elements to get customers committed to your brand

Posted by Charli 27 Jun 19

As a retailer you often find yourself focusing on acquisition. And why wouldn’t you? Your customers are huy-phan-pzwHKEb5O20-unsplash copywhat make the success of the brand (the more the better, right?). But with brands spending so much of their resources focusing on getting customers in, they often lose focus when it comes to keeping them around.

Repeat customers are essential for growth; this is because repeat purchase is more predictable and help boost return of investment. The study of this brand loyal customer relationship often borrows from what we understand about our own relationships. Brands and consumers enter real, long-lasting relationships with each other, which need to be reciprocal and consistent in communication and value to survive.

For a marketer, there are so many solution options available, each promising to help secure customers and ensure their loyalty. And while they may work great individually having a series of platforms that don’t not talk to one another when ‘bolted’ together is far from ideal. This means that data is siloed and has to be interpreted by either an agency or by an in-house data analyst (and considering everyone is time poor, both options are not only time-consuming and reliant on other people, when you have tight deadlines, but can be very expensive). This also may require batch work and often means the transitional period between first post-purchase and second purchase campaigns is so long that it allows for the customer to become disengaged. This leads to a lack of efficiency and limitations in, not only how you hit your target but also how you win over new customers and keep them loyal.

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Four major ecommerce takeaways from Mary Meeker’s trend report

Posted by Alegría 21 Jun 19

Mary Meeker, the much-lauded and respected tech VC (having back companies like Airbnb, Houzz andelena-koycheva-774495-unsplash Slack) has released her annual trend report.

Now the must-read across the industry, this annual deep-dive distills the year thus far and her predictions for where the space is headed.

At 333 pages long, the report certainly provides a hefty portion of food-for-thought - so we picked out the key takeaways for ecommerce marketers in a more digestible format.


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