3 steps to re-engaging 'inactive' and 'lapsed' customers

Posted by Rita Braga Martins 23 Jul 19

Rita's expert advice on re-engaging inactive customersFor this post, Ometria’s email marketing consultant, Rita, offers advice on how ecommerce marketers today can go about (a) identifying inactive customers, and (b) re-engaging them. 

In an ideal world, all of your contacts would be engaged and consistently purchasing from you – but this isn’t the case; it does however present opportunities for retail marketers to both advance and diversify their methods for encouraging customers to spend with them. 

How do you keep customers engaged and what should you do once they become ‘inactive’? Again, in this ideal world, there would be more new customers to make up for those who lapse or become inactive. But this isn’t always the case, and gradually most retail businesses will see their email revenues go down despite a growth in their database. 

This is why we’re going to breakdown why you should focus on re-engaging those who are ‘inactive’ and how to make the most of your existing database of customers. 

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Topics: Segmentation in ecommerce marketing, single customer view, ecommerce marketing advice, re-engaging inactive customers, retention marketing

Three Deliverability Questions Every Marketer Should Ask Before Hitting 'Send'

Posted by Abi Davies 9 Feb 18

three questions retailers should ask before sending a newsletter.pngExperiencing poor email deliverability is like spending hours preparing for a party only for one or two people to show up.

… Frustrating, disappointing and can feel like a waste of time.

Whilst we don’t know the magic formula to encouraging people to attend your events, we do know how you can boost the chances of your email campaigns actually arriving in recipients’ inboxes.

It all starts with three simple questions.

  1. Who are you sending to?
  2. What are you sending?
  3. How often are you sending?

Below, we take a closer look at each.

Screen Shot 2018-02-09 at 11.21.07.pngThis blog post is based on our latest ebook: Email Deliverability for Retail Marketers, written by one of our in-house HTML experts Michela. If a comprehensive guide sounds more up your street, you can download your copy here

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Topics: Email deliverability, ecommerce marketing advice, ecommerce marketing blog

Why It’s Time to Say Goodbye to Your ESP

Posted by Ivan Mazour 25 Jan 18

the future of retail.pngIn order to really thrive in 2018 and beyond, brands need to be providing a customer experience that is personal, relevant and timely.

Most retail marketers already know this, so why are so few actually delivering on it?

Because the technology that controls their working life is the email service provider (ESP).

Let us explain.

Email has been, and continues to be, the main channel that drives engagement with existing customers, so it’s no surprise that the platform of choice for the retail CRM marketer is an ESP.

However, the problem is that the majority of ESPs out there were built decades ago, for the purpose of sending the same email to a million people—over and over again.

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Topics: artificial intelligence and marketing, single customer view, ecommerce marketing advice, ecommerce marketing blog, ESP, Ometria platform

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