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

How Brands Are Using Data to Create Cutting-Edge Direct Mail

Posted by Abi Davies 27 Apr 17

Direct Mail 101During the early noughties, retailers cut the amount of direct mail they were sending customers. Why? Because, following the onset of digital marketing, the idea of investing huge amounts of time and money in sending catalogues to an entire customer base seemed silly.

So why is this vintage marketing hack now making an epic comeback? 

To begin with, there’s the obvious point that it’s only human nature to enjoy receiving tangible gifts or handwritten notes in the post. Just look at the Dear You Project, a project set up by an Italian designer who missed good old fashioned letters so much she decided to send 80 letters to 80 unknown addresses and share the journey on social media.

But nostalgia isn’t the only reason. The primary reason direct mail is cool again is because of data; vast sets of data which can be accessed, consolidated and stored in one platform, ready for a marketer to segment and form what we now call the single customer view (SCV).

By having a detailed understanding of each and every customer, marketers today can rest assured their direct marketing is being sent to the right group of people, at the right time, in order to bring about a specific action.  

To give you some inspiration, here are six examples of brands using data and technology to send awesome direct mail.

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Topics: Ecommerce marketing strategy, Ecommerce marketing tips, cross-channel marketing, Ecommerce brands using direct mail

Cart Abandonment 2.0: What a Great Campaign Should Look Like in 2017

Posted by Abi Davies 23 Mar 17

It is a truth universally acknowledged that an ecommerce marketer in possession of a high cart abandonment rate must be in want of a kickass campaign.  

But what does a kickass cart abandonment campaign actually look like today? After all, almost half a decade has passed since we first started talking about this ecommerce marketing hack, and what was considered cutting-edge back then will likely be old-hat by now.

From dynamic content to cross-channel campaigns, this blog post has been written with the goal of showing all you hungry marketers how to take your cart abandonment emails from this …

cart abandonment email

… to this:

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Topics: Ecommerce customer retention, Ecommerce marketing strategy, Ecommerce marketing tips, cross-channel marketing, cart-abandonment campaign

Smart Ways Retailers Are Using Online Marketing to Encourage Offline Store Visits

Posted by Abi Davies 15 Mar 17

brick and mortar meets ecommerce According to Deloitte, 2017 could experience another “tipping point” in ecommerce—thanks to the “ambitious growth agenda” of stores operating solely online.

As a result of this, the physical retail store of today is having to be “reimagined for the digital consumer”, and is likely to focus on either “inspiration or convenience” in 2017.

But could ecommerce marketers be doing anything to help the health of its physical counterparts? And we’re not just talking about brick and click retailers, but also pure play brands promoting pop-ups, studios and more.

A quick scan of our inbox tells us that, actually, many brands already are (albeit some much more than others).

Listed below are five ways retailers are using online marketing to drive offline footfall, starting with a few simple tactics before moving onto more data-driven hacks.

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Topics: Ecommerce email marketing, cross-channel marketing, dynamic content, ecommerce vs brick and mortar

What Exactly Is Cross-Channel Marketing In Ecommerce?

Posted by Abi Davies 9 Mar 17

cross-channel marketing ecommerceYou hear it bandied around the office on a daily basis; you spend meetings name dropping it to sound cool; it’s been sitting at the top of your to-do list for six months.

Cross-channel marketing: what is it, and why is it so important?

In this blog post, we’ll start by looking at its current definition—touching on its multifarious benefits—before rolling out our crystal ball to predict what’s in store for the future.

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Topics: Ecommerce marketing strategy, cross-channel marketing, cross-channel marketing strategy, omnichannel ecommerce, omnichannel marketing in retail

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