How 5 Ecommerce Brands Are Embracing LFW Fever

Posted by Abi Davies 14 Sep 17

ecommerce brands on LFWOnce upon a time, Fashion Week was something celebrated only by prestigious journalists, discerning buyers, top models and dexterous designers. Not anymore.

Thanks to social media (most notably Instagram, Snapchat and Google Search) the event today can be experienced (albeit through the lens of fashion bloggers and Instagrammers) by almost anyone—all in real time.

For the uninitiated, Fashion Week is an industry event that occurs biannually; once in February, and once in September.

The first ever Fashion Week was thought to have taken place in New York in 1903. Fast-forward 114 years, and versions of the event are taking place across the globe, with the “Big Four” being Paris, London, Milan and, of course, the Big Apple.

With an increasing number of ecommerce marketers today branching out and producing content that is less product-focussed and more journalistic, it’s no wonder that, for September’s London Fashion Week (LFW) , we’ve (already) received a plethora of emails marking the event.

Here are our a few of our favourite emails so far….

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Topics: Ecommerce email marketing, ecommerce marketing, London Fashion Week ecommerce brands, London Fashion Week themed marketing

ASOS and M&S: How Do Their Lifecycle Marketing Strategies Compare?

Posted by Abi Davies 7 Sep 17

It’s the (retail) news everyone is talking about: analysts have predicted ecommerce powerhouse ASOS may soon have a bigger market value than British centenarian Marks & Spencer. (M&S’s market value currently stands at £5.08bn, compared with ASOS’s £4.98bn.)

The announcement piqued our interest (naturally), prompting us to take a break from planning our imminent lifecycle conference and take a closer look at what the two retailers are up to with their email marketing.

Here are four things we found.

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Topics: Ecommerce email marketing, Ecommerce marketing strategy, ASOS email marketing, M&S email marketing, Ecommerce lifecycle marketing

6 Reasons to Reach out to a Customer Post First Purchase

Posted by Abi Davies 9 Aug 17

ecommerce post-purchase ideas Here at Ometria, we write a helluva lot about post-purchase campaigns. That’s because these campaigns are indispensable to any brand striving for a high customer retention rate.

But this post isn’t about post-purchase campaigns, per se. But rather, it focuses specifically on six good reasons for online retailers to get in touch with customers following their *first* ever purchase.

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.

FYI… Being a data-driven ecommerce marketing platform, it’s important for us to first stress that, in order for you to act on any of the below, you first need to have access to multichannel order data—otherwise you will struggle to recognise customers’ first orders.

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

10 Things Subscription Box Sites Can Teach Us About Ecommerce Marketing

Posted by Abi Davies 1 Aug 17

Admit it: you love arriving home from work to find the latest issue of your favourite magazine, a handwritten letter or, better still, a carefully wrapped parcel waiting for you in your letterbox.

subscription box marketing lessons

There’s just something inexplicably satisfying about receiving a tangible treat now and again (even if it was you who paid for it…).

This (very human) propensity for the physical is just one reason why subscription box sites are currently prospering. Other reasons include: convenience, a curiosity to see what’s out there and a desire for something new.

According to a recent report by Hitwise, visits to online subscription retailer sites rocketed from 722,000 visits in 2013 to over 21.4 million in January 2016. This confirms that the subscription box model is becoming increasingly attractive to consumers; question is, what can the rest of us learn from its recent success?

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Topics: Ecommerce email marketing, Ecommerce content marketing, Subscription box, Top subscription boxes

Double Opt-In: What Does the Perfect Process Look Like?

Posted by Abi Davies 17 Jul 17

The single vs double opt-in debate is as famous as it is long-running within ecommerce marketing, but for those unacquainted let us briefly explain. 

Single opt-in is where a contact is automatically added to a marketing list when they give their email address to a retailer. They are not given the opportunity to confirm that they want to be on the list.

Double opt-in, on the other hand, involves a second step: once a contact has submitted their email address, they first need to confirm they want to be added to a mailing list by clicking a link in a confirmation email. It’s only once they’re fully subscribed that they’re sent a welcome email:

double opt-in process in ecommerce email marketing

Which is better?

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Topics: Ecommerce email marketing, GDPR, Double opt-in process

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