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

How to Send Great Win-Back Email Campaigns

Posted by Alegría 8 Feb 19

All marketers have heard it before: acquiring a new customer is usually more costly than getting an already-rick-roll-astley-never-gonna-give-you-upacquired customer to repurchase. 

But given that we all know how valuable repeat customers are, it’s surprising how little effort many online retailers put into re-activating customers that are at risk of lapsing, especially those who have been great customers in the past. In the world of customer relationships, retailers' approach should be more Rick Astley and less Ariana Grande.

With 61% of consumers frustrated that their loyalty is not recognised - the loss of existing customers is something that remains an issue for retail marketers. 

Losing a few customers here and there is part and parcel of running an online store, but by using advanced strategies to win back lapsed customers, online retailers are missing out both an opportunity to re-align consumers to their brand and increase revenue.  

This blog post aims to provide an overview of how you can use advanced tactics in your emails to win back lost customers and provide them with tailored content that reminds them your recognise their importance as a shopper with your brand. 

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Topics: Ecommerce customer retention, Ecommerce marketing tips, win back email campaigns

How to Calculate Customer Lifetime Value (CLV) in Ecommerce

Posted by Edward Gotham 11 Dec 17

Customer lifecycle value in ecommerceWhat is customer lifetime value?

We all stumble through life clutching onto the fuzzy memories of those pesky Pythagoras and algebraic theorems that haunted many a youth, andwith rare use cases in present day lifethey normally end up getting filed and forgotten. 

Enter customer lifetime value: the only equation you need to remember.  

In ecommerce, CLV is the value a customer contributes to your business over their entire lifetime at your company.

The main methods of calculating CLV are split between historic and predictive CLV:

  • Historic CLV (Good indication of CLV)  

    Simply the sum of the gross profit from all historic purchases for an individual customer.

  • Predictive CLV (Great indication of CLV) 

    A predictive analysis of previous transaction history and various behavioural indicators which forecasts the lifetime value of an individual. As long as the equation is accurate, this value will become more accurate with every purchase and interaction.

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Topics: Ecommerce metrics, Ecommerce marketing resources, Ecommerce customer retention, Customer lifecycle marketing, Ecommerce marketing strategy, Ecommerce marketing tips, artificial intelligence and marketing

Seven Smart Ways to Optimise Your Email Marketing Campaigns for Black Friday 2017

Posted by Abi Davies 9 Nov 17

Last November, research carried out by our in-house data scientist revealed that, whilst Black Friday shoppers tend to be less valuable (in the long-term) than those acquired throughout the rest of the year, the annual event continues to be an indispensable revenue-making opportunity for retailers.

The research also indicated that, when it comes to engaging and converting Black Friday shoppers, email is still the most powerful and effective channel to use.

black friday 2016 stats

With this in mind, and with only 15 days to go until this year’s festive sale frenzy, we’ve put together seven smart ways ecommerce marketers can optimise their Black Friday marketing campaigns this year;focusing specifically on:

  1. Who to send the campaign to?
  2. What to send them?
  3. How to send it?
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Topics: Ecommerce email marketing, Ecommerce customer retention, Ecommerce tone of voice, Black Friday, Ecommerce lifecycle marketing, Black Friday 2017 marketing tips

7 Product Recommendation Engines (and When to Use Them)

Posted by Abi Davies 4 Oct 17

Recommendation engines are difficult to get right (and not something you want to get wrong—unless you don’t mind ending up in Private Eye’s “Malgorithms” column).

But this doesn’t mean you should shun product recommendations altogether; on the contrary, in an industry dominated by personalisation, your brand should be investing more time and energy in making them accurate (and in no way annoying).

In this blog post, we’ve taken a look at seven different recommendation engines that can help you do just that. Whilst each one can be used in different ways for different emails (broadcast or automated), there are certain instances where specific engines lend themselves particularly well to specific campaigns; where this is the case, we’ve made a note using a ⭐ . 

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Topics: Ecommerce marketing resources, Ecommerce customer retention, Ecommerce personalisation, Ecommerce marketing strategy, Ecommerce marketing tips, AI in ecommerce marketing, product recommendation engines

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