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 blog, ecommerce marketing advice

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

A Smart Marketer's Guide to Re-Engaging Inactive Customers

Posted by Rita Braga Martins 7 Dec 17

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, everyone in your database is an engaged contact, a frequent visitor and a frequent buyer. But as time goes by, any list of contacts will become partly disengaged (and potentially inactive). 

When this happens, you’ll hopefully be acquiring new contacts who can make up for those no longer engaged—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. 

Which is why you should focus on re-engaging those who are inactive. Here are a few other reasons why:

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

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