As Ometria’s email marketing consultant, I work with a wide range of ecommerce businesses—from multi-country retailers to independent boutiques, fashion labels to furniture giants.

What do they all have in common? The desire to give customers marketing experiences they’ll love.

In an age of ‘digital bombardment’, understanding who your customer is, the marketing channels they use, the content they want to receive and the best time to deliver this content is essential to achieving this universal goal.

No matter what you sell, personalised marketing is a must in today’s ecommerce reality—with the amount of contact information available, relevance is now key to achieving the highest engagement and ROI for every marketing activity you put in place.

Below, I’ve taken a look at how today’s marketers are harnessing both well-known techniques such as segmentation and more advanced practices like dynamic content to provide customers with the best experience possible.

(N.b. To remind yourself of the difference between segmentation and dynamic content, check out this blog post.)

Ready? Let’s begin.

Last month, our CEO Ivan penned an article for Internet Retailing about why it’s so dangerous for today’s retail brands to focus all of their marketing efforts on acquisition and one-off sales, in the blind hope this will keep generating enough revenue to stay afloat.

The crux of the article is this: if tomorrow’s ecommerce marketers want to thrive, they need to ditch these tactics and adopt a more customer-centric approach. And when Ivan says “customer”, he means the individual. Because that’s what your customers are: individuals.

The foundation of Ometria, as a platform, has always been to enable retailers to send meaningful marketing messages that resonate with every single recipient.

Twenty years ago, 'same-day delivery' for an online purchase didn't exist.

We quivered at the idea of using our debit card number on ‘the cloud’.

There was no such thing as Facebook, let alone shoppable Instagram posts.

Fast-forward to 2018 and my grandmother buys on Amazon. Regularly. She also writes product reviews and complains when her (free) delivery is late.

Online retailers should give themselves a pat on the back: they’ve created a two-trillion dollar industry in just 20 years.

And yet, while the addressable market keeps increasing, the barrier to entry keeps decreasing—cue fierce competition.

And, as in any industry, the impact of increased competition always leads to innovation. 


Experiencing 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.

Lucrative, reliable and likely to recommend you to their mates, we all know how sacred loyal customers are.

… But do we know how important it is to recognise and reward them?

Because, according to Ometria's Consumer Census, the number one way for a retailer to make a customer feel understood is to reward them for their loyalty.

Fortunately, there are plenty of simple and cost-effective ways for today’s retail marketers to do just that—three of which we explore below.

💡 N.b. Although we cover loyalty programmes and how to market them, we also explore tips and tricks for brands that don't have a programme.