April Fools' 2017: The Best of the Best Retailer Pranks

Posted by Abi Davies 3 Apr 17

April fools' ecommerce marketingSaturday morning seemed like a peculiar morning indeed.

First there was the “Instagram” filter on Snapchat (bit strange). Then came the text messages from friends, discussing a new marmite on the block that would cease to divide people: Meh-mite.

Shortly after, news spread about Google gnome. An AI-powered ornament that could play fetch with your dog by "throwing squeaks thither and hither via 3-D sound" seemed a bit implausible, even for Google.

The final straw came with an expose in The Guardian about George Osborne's new clothing line: Georgio.  

Now that could not be true.

That's when it dawned on us: April Fools' Day. A day that has been celebrated in the UK since at least the nineteenth century, but still manages to get us every.single.time.

Last year, retailers across the globe spent the day channeling their inner Jim Carrey, with ecommerce marketing pranks appearing left, right and centre.

This year, our retail friends seem to have become more tame—with many opting for the “this discount is no joke” strategy instead. Luckily, however, there were a couple of dozen brands delivering the lols.

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Topics: Ecommerce news, Ecommerce content marketing, April Fools' Day ecommerce

Three simple first steps to personalising your newsletters

Posted by Abi Davies 9 Feb 17

first steps to personalisation From publishing houses to museums to music streaming services, making marketing as personalised as possible has become a priority for organisations across the globe.

As we all know, ecommerce brands are no exception; and as machine learning continues to get smarter, so expectations for 1:1 personalisation in email marketing continue to rise.

A hero image that automatically changes according to a recipient’s gender? Product recommendations based on the local weather forecast for a customer’s geographical location? A countdown to Valentine’s Day that’s optimized according to open-time?

The ecommerce newsletter of the future knows few boundaries, but is it actually attainable? Thanks to dynamic content, the answer is “yes”: it is.

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Topics: Ecommerce technology, Ecommerce news, Ecommerce marketing strategy, Broadcast email for ecommerce

What does Snapchat offer ecommerce marketers?

Posted by Abi Davies 6 Oct 16

The_Live_Lookbook___Misha_Nonoo_Fall_2016_On_Snapchat.pngFounded by Evan Spiegel (who, by the way, was born in the 90s👶) in 2011, Snapchat was once the reserve of selfie loving teenagers and party-animal students. Fast-forward five years and this is simply no longer the case - the brand reaches 41% of all 18 to 34 year-olds in America on any given day.

Snapchat’s relationship with ecommerce has developed from a commitment-free fling to a full-blown marriage over the past couple of years. From the Snapcash payment feature launched in 2014 to February's annoucement that the company is "developing its own ecommerce platform", it's a relationship that's constantly in flux.

For this post, we're going to focus on how Snapchat can help ecommerce marketers promote their brand - starting with the basics and then moving towards more advanced and payed for features.

We'll cover:

  • Why your Snapchat name is so important
  • How to tell your brand's story via the app's free Stories feature
  • Snap Ads
  • Sponsored Lenses
  • Sponsored Geofilters 

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Topics: Ecommerce technology, Ecommerce news, Ecommerce branding, Snapchat, cross-channel marketing

What Gmail supporting CSS media queries means for ecommerce marketers

Posted by Abi Davies 20 Sep 16

At some point in our lives, most of us will have experienced the horrors of unresponsive email design.

You’re on the bus en route to work when you receive a weekly update from your yoga instructor. You open the email, eager to find out when classes will resume for autumn, only to be met with a strange, unintelligible image stretched across your phone screen.

You get into work and reopen the same email ready to recoil once again, but instead are surprised to see a beautiful, hi-res version of the same image on your desktop.

Up until now, Gmail has not been optimised for every screen. This has led to issues like text composed on a large screen shrinking to a size only The Borrowers would accept once displayed on mobile.

However, all that is about to change - Google has revealed that the time has come to take action. How? By supporting CSS media queries.

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Topics: Ecommerce email marketing, Ecommerce news

Four big things email marketers need to know about iOS 10

Posted by Abi Davies 20 Sep 16

How many of you reading this have already updated your iPhone to iOS 10? Well, we have, and here’s what we’ve discovered so far. A lot of it will affect marketers, so listen closely.

On a non-ecommerce note, stickers have arrived for iMessage.

iOS 10 updates animal stickers

Maybe not strictly a "big thing" for ecommerce marketers, but we thought including a screenshot of this Shiba Inu would grab your attention. Were we right?

Crazy is the word, John, crazy is the word.

Anyway, without further a-do(ge), let’s get down to business. Here are four big things email marketers should know about Apple’s new iOS 10 (no animal stickers included. Promise).

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Topics: Ecommerce news, Apple news

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