The DNA of your emails: making html changes when you don’t code

Posted by Wassif 4 Oct 19


We know that as a marketer your job involves wearing many hats, some hats that you didn’t expect to bryan-garces-zwo-0E7l1ZI-unsplashhave on. These skills gaps can sometimes impact your want to create campaigns that match the expectations of your brand, and sometimes can cause a lag in getting campaigns out the door. Ever wondered about that code that makes your emails beautiful but are too afraid to look into the backend? This blog post will break down the simple tweaks you can make without the need of an engineering or design team.

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Deliverability on Black Friday: 3 things you need to know

Posted by Beth 11 Sep 19


In our latest download, ‘The Black Friday Survival Guide’ we go into depth about the importance of header pic-01 copypreparation for the Cyber weekend, and how it makes all the difference. When it comes to deliverability, having all your inbox ducks in a row is equally key to success during one of the busiest retail periods of the year.

We’re all familiar with one of the mammoth struggles - creating all your multiple campaigns, but the next hurdle is making sure they’re actually received (because your competitors will also be flooding their inboxes during Black Friday). So, how do you ensure the campaigns you’ve worked so hard on actually meet the gaze of your customers?

Here at Ometria, we see deliverability as an integral part of the overall campaign execution. This blogpost is going to give you a concise breakdown of the essentials you need to have in play ahead of the retail mayhem.

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How Emma Bridgewater saves its most loyal customers from slipping away

Posted by Alegría 8 Aug 19

Pottery brand Emma Bridgewater, with its various collections and customisable items, has established EB BLOG IMAGE itself as a firm favourite amongst customers who want personalised and beautiful crockery to adorn their homes or gift to friends. 

Based at the same location, Stoke, since its conception in 1985, Emma Bridgewater adds a special touch as a gift or purchase for its shoppers. With more customers on-the-go and its expansion into water bottles and seasonal gifts, the pottery brand is a long-lasting purchase in an age of multiple choice. 

Customers want to know that their decision to remain shopping with you, when they have a myriad of choices, is being recognised and appreciated. Emma Bridgewater recognised that it needed to make its most loyal shoppers, dubbed by the brand as “collectors”, feel valued and important to save them from lapsing. But limited by an ill-fitting ESP and inability to deep-dive and gain insight to recognise its high value shoppers, Emma Bridgewater called upon Ometria.

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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

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

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