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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5 Reasons to Reach out to a Customer Post First Purchase

Posted by Alegría 6 Jun 19

ecommerce post-purchase ideas Once you've had that very first purchase from a customer, the journey to truly creating memorable experiences begins. Debatably, with a lot of brand focus on acquisition, the retention of shoppers is not given the same amount of attention. Here at Ometria, we know that a high customer retention rate is the key to more sales and increased loyalty. 

In this post we discuss the reasons you may get in touch with a customer post purchase, and we'll soon follow with how to make those first purchase shoppers into returning customers.. 

The goal of writing this is to help you go about keeping first-time customers engaged by sending the right content at the right time; in other words, by using a brilliant customer lifecycle marketing strategy.

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Topics: Ecommerce email marketing, Ecommerce customer retention, Ecommerce marketing strategy, post-purchase email

Segmentation or personalisation: which and when?

Posted by Alegría 30 May 19


As retail marketers work towards creating tailored experiences for their customers, quite often there is a little confusion around the best way to truly create an memorable customer experience - when do you segment to serve a specific customer group? Is it better to personalise based on the individual customer? 

With customer expectations continuing to shift and rise to meet the levels of brands like Amazon, Netflix and Deliveroo - where do retailers start and how do they decide what to do?

This blog post aims to discuss where and when is the best time to use either personalisation or segmentation. 

To read how to get started with personalisation and scale it to your brands needs - read our post here. For more on how to personalise in line with your brand's need, check out our latest download "One size fits none: the retail marketers's guide to newsletter personalisation" and discover how to tailor your broadcast emails in a time of batch-and-blast. 

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Topics: Ecommerce technology, Ecommerce marketing strategy

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