8 Automated Campaigns Every Retailer Should be Sending Throughout the Customer Journey

Posted by Alegría Adedeji 28 Jun 18

You walk into the wedding party of a close friend; you know that you’re going to have to speak with people, so you get ready. 

Some of the guests are close friends, some you’ve met once or twice before and a few you have never met. Imagine if you were to walk up to one of your oldest and dearest friends and formally introduce yourself as though they were a stranger. Or go to a guest you have met for the very first time and, without any introduction, proceed to launch into the gory details of a particularly unpleasant bout of food poisoning you’d just experienced - chances are they’ll be avoiding you for the rest of the nuptials.

The way you greet each of the guests will differ, because the relationship differs - it’s all about context.

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Topics: Ecommerce email marketing, Ecommerce marketing tips

Ecommerce Events, Trade Shows and Conferences in 2018

Posted by Hannah Stacey 13 Apr 18

Lifecycle_the smart ecommerce marketing conference Conferences and events provide a great opportunity to network, learn new things and scope out the competition (or a combination of all of these things).

Below is a comprehensive list of all the ecommerce events for the year ahead - giving you the full lowdown on the what, when, where and how much. 

Think we've missed anything important? Let us know in the comments section at the bottom of the page!

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Topics: Ecommerce marketing resources, Ecommerce events, Ecommerce marketing tips

How Retailers Are Personalising Christmas This Year

Posted by Abi Davies 14 Dec 17

Christmas emails for ecommerce marketers "Blessed is the season which engages the whole world in a conspiracy of love!"

– Hamilton Wright Mabie

From carefully selecting your office Secret Santa to spontaneously hosting a Christmas dinner for friends, there’s something about this time of year which makes us more inclined to reach out to those around us and remind them how much we care.

For ecommerce marketers, this includes communicating with customers in a relevant and engaging way—whether that's to help them out with their Christmas shopping or just say hello.

Below are four retailers personalising their festive emails this December. 

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Topics: Ecommerce marketing tips, Ecommerce Christmas marketing, ecommerce marketing examples, Christmas campaign examples

Three Big Trends Set to Dominate the Retail Marketing Scene in 2018

Posted by Abi Davies 12 Dec 17

Seventeen years ago, few people had heard of ASOS and Net-A-Porter, and Farfetch was still just a twinkle in José Neves’s eye. 

It was the beginning of the noughties, and Christmas shopping meant waking up at the crack of dawn, wrapping up warm and battling the elements in order to get hold of the right gifts for loved ones in time for Christmas Day.

Oh how things change. From interactive gift-guides to next-day delivery to click-and-collect, today shopping is more fun than frantic—and with French label Céline finally entering the ecommerce sphere this month, luxury brands are also quickly catching up. 

But, whilst the fact ecommerce is developing at such an unprecedented pace is no bad thing, how can retail marketers stay on top what’s expected of them (and the industry at large)?

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Topics: Ecommerce marketing tips, AI in ecommerce marketing, Ecommerce predictions for 2018, What will be big in ecommerce marketing in 2018, artificial intelligence

How to Calculate Customer Lifetime Value (CLV) in Ecommerce

Posted by Edward Gotham 11 Dec 17

Customer lifecycle value in ecommerceWhat is customer lifetime value?

We all stumble through life clutching onto the fuzzy memories of those pesky Pythagoras and algebraic theorems that haunted many a youth, andwith rare use cases in present day lifethey normally end up getting filed and forgotten. 

Enter customer lifetime value: the only equation you need to remember.  

In ecommerce, CLV is the value a customer contributes to your business over their entire lifetime at your company.

The main methods of calculating CLV are split between historic and predictive CLV:

  • Historic CLV (Good indication of CLV)  

    Simply the sum of the gross profit from all historic purchases for an individual customer.

  • Predictive CLV (Great indication of CLV) 

    A predictive analysis of previous transaction history and various behavioural indicators which forecasts the lifetime value of an individual. As long as the equation is accurate, this value will become more accurate with every purchase and interaction.

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Topics: Ecommerce metrics, Ecommerce marketing resources, Ecommerce customer retention, Customer lifecycle marketing, Ecommerce marketing strategy, Ecommerce marketing tips, artificial intelligence and marketing

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