Lead to Customer: How to Convince New Subscribers to Make a First Purchase

Posted by Huw Jenkins 1 Sep 17

how to convince a lead to make a first purchase post Like a freshly-baked croissant commanding you from across a busy street, converting online passers-by requires a simple law: attraction.

Without the fruits of well-scented pastries and lovely shop assistants, online retailers need to employ a host of alternative marketing tools to get new prospects shopping.

Once someone has subscribed to your brand there's a very narrow window to make the most of the heightened period of engagement and lock down the holy, almighty, SACRED first sale and lay the foundations of future engagement. 

In a world where less than 3 per cent of visitors convert into paying customers, this post explores the different ways retailers are targetting new subscribers who are yet to buy - looking specifically at:

  1. Welcome Series
  2. Cart and browse abandonment emails, personalised by lifecycle stage
  3. On-site and email marketing banners and/or headers
  4. Custom Audiences 

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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

8 Essential Elements of an Excellent Mobile Checkout Process

Posted by Hannah Stacey 11 Aug 17

mobile checkout process .pngIn the past, the mobile checkout process has been given a pretty bad rap. 

Lacklustre conversion rates and high abandonment levels from smartphones and tablets (estimated at 84% from mobile phones as opposed to 68% from desktop by cloud.IQ in 2014) led to the finger of blame being pointed squarely at poorly-designed mobile websites, and the checkout process in particular.

However, with mobile "fast becoming the No. 1 online sales channel for UK retailers," a stellar mobile checkout process is paramount. 

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Topics: Ecommerce website design, Ecommerce ux

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