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

5 Examples of Fantastic Lifecycle Marketing From Finery

Posted by Abi Davies 16 Aug 17

Finery London lifecycle emails .pngAt just three years old, online womenswear brand Finery is leading the way when it comes to email marketing; often showing old-school, veteran brands how it’s done.

Just like its beautiful clothes, Finery’s emails are modern, stylish, inspiring and well-designed. They’re also highly relevant, thanks to the brand’s investment in different methods of personalisation—including customer lifecycle marketing (CLM).

To recap, CLM is an approach to marketing that takes its cue from where a customer is in their journey with your brand, ensuring the right message is sent to the right person at the right time.

In order to start using CLM, ecommerce marketers need to split their customer base into different lifecycle segments or ‘stages’. The nature of these segments will vary from business to business, but they tend to be split into:

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Topics: Ecommerce customer retention, Customer lifecycle marketing, Ecommerce marketing strategy, Customer experience in ecommerce

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

Ecommerce Web Form Design Best Practices: 12 Tricks for Making Your Forms Less Tiresome

Posted by Hannah Stacey 23 May 17

web form exampleHands up who actively enjoys filling out web forms?

Oh, so nobody then. Unfortunately, however, if you’re an online retailer a web form is usually the obstacle between you and an important customer action - be it a newsletter subscription, an account login or, most importantly, a purchase. 

Poor design in the sign-up and checkout process is undoubtedly a key contributor to cart abandonment rates (as well as escalating visitor stress levels), so making form-filling as easy and frictionless an activity as possible means everyone is a winner.

True, it’s never going to be an exhilarating experience, but there are a number of subtle tactics and tricks you can employ to make it seem less tedious. Here are twelve important web form design best practices.

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Topics: Ecommerce ux, Ecommerce personalisation, Ecommerce marketing strategy, Ecommerce marketing tips

How to Create a Killer Ecommerce Marketing Strategy

Posted by Edward Gotham 4 May 17

ecommerce marketing strategyGreat marketing campaigns emanate from a solid initial strategy. As Benjamin Franklin once said:

“Failure to plan is planning to fail”

So in this post we will show you how to create a killer ecommerce marketing plan to drive your ecommerce business ahead of your competitors.

In order to give some context to each section, I’ll be giving you excerpts from the marketing strategy for a fictitious ecommerce company in the fashion industry called ‘Danakil’.

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Topics: Ecommerce marketing strategy, Ecommerce marketing tips

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