Think you have poor deliverability? 7 reasons not to panic

Posted by Beth 11 Apr 19

This blog post has been written by Beth Woods, a member of the Ometria Deliverability team. In this post she'll discuss what to be on the lookout for to ensure your inbox health is at its highest. 

Let’s paint a picture of your day. It’s another day, you get into the office with minimal mishap and you’re planning next month’s campaigns. You check your inbox and freeze. An email has landedpankaj-patel-543572-unsplash telling you that your inbox placement rates are low. 30% of your messages, they say, are going straight into the spam folder and some might not even be being received at all.

Morning ruined, panic ensues.

A common sales tactic of providers in the email space is to note a supposed issue with your current set-up and to let you know that they can solve all your email-related problems. But to solve them, they need to detail to you what’s wrong. This time it’s your deliverability. They’re looking to devalue your current sending status and your successes with your current deliverability team as a way to make you unsure of your current strategy and of course, that’s a pretty handy sales tactic.


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Topics: Email deliverability

Gotcha! 4 of our favourite April Fools' 2019 campaigns

Posted by Alegría 2 Apr 19

Every April 1st we know it’s coming; the tricks, gags and one-liners but we still find ourselves falling neonbrand-551953-unsplashhook, line and sinker. This year is no different with brands stepping up the subtlety as they try and hoodwink the more hyper-aware consumer. With customers more spoilt for choice than ever, injecting a little personality and humour into campaigns - especially on this day - is a great way to draw them to you and for you to further cement your brand identity as one they enjoy not only shopping but interacting with.

This blogpost showcases four of our favourite campaigns from the day and highlights how you can still encourage purchases even when the product that drew them in may not exist.

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Topics: April Fools' Day ecommerce

How Instagram’s ‘checkout’ impacts retail marketers

Posted by Alegría 21 Mar 19

Picture-sharing social giant Instagram, has taken itself a step further towards being a viable luke-van-zyl-571729-unsplash copycommerce platform by now adding in-app checkout to the customer journey.

Starting with a few select brands such as Adidas, Burberry and Colorpop Cosmetics, and integrating with ecommerce technology like Shopify and BigCommerce, those browsing in the app will be able to make a purchase from a picture, checking out without being redirected the site of the seller.

This is a massive feat for the seamless customer journey and, with the route to purchase shortened, a high conversion for brands is sure to follow.

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Topics: cross-channel marketing, instagram

3 Campaigns for a Memorable Mother's Day

Posted by Rita Braga Martins 12 Mar 19

mother's day marketing from retailers

Mother's day campaigns are going to be sent by every brand, and well, their mum. So how do you make sure yours stands out?

Ensuring you have insight on your customers means not only will you be able to increase your open-rate and encourage them to spend on their mums but you'll further endear them to your brand overall. 

It's a challenge as everyone wants to show some appreciation to the matriarch in their lives - and you want to share campaigns that will do them all justice. Not an easy feat, but not impossible with these few tips. 

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Topics: Ecommerce email marketing, Ecommerce examples

8 Examples of Birthday Emails Worth Celebrating

Posted by Alegría 15 Feb 19

Best practice for ecommerce bithday emails_Birthday dog image For most of us, birthdays are an exciting time. Another year of life experienced and a fantastic opportunity to celebrate with close friends and family. So, why aren't retailers using their customers' day of celebration in campaigns more? 

Retailers getting in touch with shoppers on their birthdays is nothing new, but still not as readily exercised as it should be. Everyone wants to feel special on their big day, so making sure your birthday email are as personalised as possible can be a big win - generic birthday greetings won’t cut it for long; by using customer behavioural data you can really advance the campaigns you're sending to customer - it's essential to maximise what you know about them to create experiences that they'll truly love. 

With Ometria recently celebrating its 6th birthday, we looked back at birthday emails we've received over the past year to come up with a list of good examples (and we've made some advanced suggestions about how they could be improved, too).

For more in-depth tips on advancing your automated campaigns, read our guide which breaks down the 8 campaigns you should be sending and how to perfect them. 

Tips on how to create an advanced birthday campaign:

  • Segment your campaign or use dynamic content to change up the incentives you send, based on lifecycle stage (e.g. sending your VIPs an extra special gift, or increasing the incentive for those who are yet to purchase for the first time), gender, or other demographic factors.
  • Make sure that the data you have is accurate (double-check it's actually their birthday, did they share this information with you when subscribing to your emails? If not, you can instead celebrate the day they subscribed to your marketing as an anniversary) 
  • Include dynamic recommendations in the email based on the recipient's taste profile 

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Topics: Ecommerce examples

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