Have a winning Cyber Weekend: Lessons learned from Black Friday 2017

Posted by Alegría 24 Oct 18

As with most things in life, great results come from assessing what happened before and improving it. martin-adams-707915-unsplash copyThe annual Black Friday retail bonanza is no different.

As this is one of the busiest periods for retailers, it’s easy to resort to old ‘batch-and-blast’ habits for the sake of increased revenue. A few minor tweaks can be all that’s needed to achieve better engagement, standing out from the Cyber Weekend crowd and positively impact long-term relationships with customers. 

We analysed hundreds of thousands of marketing interactions for Black Friday 2017 to spot the biggest trends. In this post we’ll take a look at how you can use those trends to your advantage; applying last-minute changes that take your campaigns from mass send to mass appeal.

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Topics: Black Friday

Consumer Census 2018: What 16-24 year olds tell us about the future of marketing

Posted by Alegría 18 Oct 18

kipras-streimikis-589185-unsplash copyDemanding, easily distracted and suffering from ‘avocado hand’: Millennials often get a bad rap. And what of their successors, Gen Z? Digital natives, Snapchat addicts who are more concerned with taking a great selfie than partying (according to some).

Whether or not these titles are deserved, both groups represent the future, shaping expectations about how brands should communicate with customers for years to come.

As part of our Consumer Census we looked at the responses from these two generations tell us about the future of marketing. Here are 5 things we found:


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Topics: marketing automation, improving customer retention rate

5 interesting findings from talking to 1000 consumers about retailers' marketing messages

Posted by Alegría 10 Oct 18

There has been constant talk about ‘rising customer expectations’ and the need for retailers to match Banner and social ads 2018_Organic social-min-1those if they want to be as successful as brands like ASOS and Farfetch. But 'customer expectations' is quite a broad term - what do we actually mean when we talk about it? What are those expectations? Luckily for you, we spoke to 1000 consumers to find out exactly what those expectations are, as well as the things retailers do that frustrate them and make them feel undervalued.

We've deep-dived into our findings and discovered there’s a lot that consumers want and specific ways they’d like to receive them. Below, we’ve picked out five interesting takeaways that may make you reassess your current strategy. But we sure to download the census for more on your customer’s expectations.


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Topics: Email marketing tips, Customer experience in ecommerce

Three Ways Astrid & Miyu Are Personalising The Customer Journey

Posted by Alegría 3 Oct 18

Screen Shot 2018-10-02 at 17.37.04Started in 2012, contemporary jewellery brand Astrid & Miyu has built itself a cult status amongst influencers and celebrities alike. Specialising in “stackable” jewellery, the brand worn by the likes of model Chloe Lloyd, influencer Lydia Millen and reality tv host Alesha Dixon, invites shoppers to express their individuality and tastes through their eclectic ranges.

Encouraging a distinct personal style has become a signature of the brand and it wanted to make sure that this was reflecting in the marketing messages - with a particular focus on creating personalised experiences for shoppers at different stages of the customer lifecycle.

Astrid & Miyu’s marketing team recognised that taking a more personalised approach to their marketing would reap rewards. But they were prevented from putting this into action by their ESP, which didn't give them any sort of meaningful customer insight or the means to segment or tailor their emails to the individual recipient. There was very little personalisation and an inability to dig into the data to truly learn about its customer.

Calling upon Ometria, the brand is now able to create more sophisticated campaigns - both newsletter and automated - that are individually personalised based on insights provided by the platform.

Shoppers at different stages of the customer journey receive emails campaigns that are specific to their interactions with the jeweller. This means they are able to create truly personalised experiences for their shoppers, increasing customer lifetime value and fostering loyalty.

“We can use the data to truly learn how the recipient wants to be engaged with, and change the layout of the campaign following insights on what is the most impactful” - Georgia Sheehan, Marketing Executive

This blog will explore three examples of eye-catching automated campaigns Astrid & Miyu have implemented. 

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Topics: marketing automation, retention marketing strategies

A Guide to Browse Abandonment Emails in Ecommerce

Posted by Alegría 28 Sep 18

In an ideal world, every person who visited your online store would become a customer.

Anyone who hit your homepage would find something on your site they couldn’t possibly leave without buying, and you could go home each night and dream happy dreams about 100% conversion rates and how brilliant you are at ecommerce. Wouldn’t that be amazing?

Of course, we know that in reality the real world can be a cruel and unforgiving place, and most people who wind up on your website (around 98%) won’t flash the cash and make a purchase.

But don’t pack up and go home quite yet! In the game of customer acquisition and activation, there are a number of clever tactics that you employ, so keep reading.

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Topics: Ecommerce email marketing, Customer lifecycle marketing

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