A Guide to Sending Brilliant Ecommerce Welcome Emails

Posted by Alegría 15 Jan 19

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Although not new to any savvy retail marketer, welcome emails are a vital part of lifecycle marketing – they set the tone of the interactions you have with your new subscriber and whether you're a brand they're excited to spend with. 

As customers have more options to choose from, their inboxes swell with emails from retailers wanting to make sure they become a loyal customer. This means your first initial email is a deciding factor. Taking your welcome campaign to the next level is no longer an option - it's a necessity. 

So, how can you ensure you are efficiently crafting truly personal and innovative campaigns on a, sometimes, pretty large scale?

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Topics: Customer lifecycle marketing, Ecommerce marketing tips, Ecommerce personalisation, ecommerce welcome email

The Power of Personalisation: An Email Marketing Expert’s Perspective

Posted by Rita Braga Martins 18 Apr 18

the power of personalisation in ecommerce marketing 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.

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Topics: Email marketing tips, ecommerce lessons, ecommerce marketing blog, re-engaging inactive customers, Segmentation in ecommerce marketing, dynamic content, Ecommerce metrics, Ecommerce personalisation

Six of Our Favourite Valentine’s Day-Themed Emails 

Posted by Abi Davies 13 Feb 18

Happy Valentine's Day From irresistible Instagram competitions to seriously seductive offers, Valentine’s Day offers retailers a good excuse to spoil their customers and show how much they care.

But, as we all know, treating your nearest and dearest doesn't always mean presents and poetry—it’s also about just being there for them and, for retail marketers at least, providing a brilliant customer experience.

Whether it’s reminding recipients of looming shipping deadlines or helping a customer find the perfect gift, below we’ve listed six endearing (and genuinely helpful) emails that have caught our eye over the past couple of weeks.

Underneath each example, we’ve taken the opportunity to note down any of our own data-driven tips for making Valentine’s emails powerfully personalised.

(💡 Oh, and if you’re not a traditional ‘gift’ shop: don’t worry—in this post, we also explore examples of retailers using Valentine’s Day to simply create seasonable content and start a conversation with subscribers.)

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Topics: valentine's day email marketing, Ecommerce personalisation, ecommerce lessons

Unexpected Lessons in Ecommerce Marketing From 8 Brilliant Bookshops

Posted by Abi Davies 12 Oct 17

In a world where Amazon is ranked number one global retailer, it was refreshing to discover that last Saturday (8th October) marked National Bookshop Day in the UK—a day organised by the charity “Books are my Bag” (BAMB) to celebrate (and protect) the existence of bookshops.

After all, where but a bookshop can you admire beautifully designed books, flick through the pages of limited edition tomes and be asked if you “need any help” by an expert in mid-twentieth century Spanish literature?

And then there’s that sense of belonging you find in a bookshop. Whether you need to hide away with a tea and some Tolkien, or hire a space for a book club, talk or event, bookshops always seem to be there for you—for the community.

But it’s not just their physical stores that booksellers are getting right: many are also doing some equally inspiring stuff with ecommerce marketing.

Here are eight of our favourite bookshops today, and the different (marketing-related) lessons we can learn from each.

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Topics: Brand storytelling, Ecommerce brands using direct mail, Ecommerce personalisation, Ecommerce bookshops

7 Product Recommendation Engines (and When to Use Them)

Posted by Abi Davies 4 Oct 17

Recommendation engines are difficult to get right (and not something you want to get wrong—unless you don’t mind ending up in Private Eye’s “Malgorithms” column).

But this doesn’t mean you should shun product recommendations altogether; on the contrary, in an industry dominated by personalisation, your brand should be investing more time and energy in making them accurate (and in no way annoying).

In this blog post, we’ve taken a look at seven different recommendation engines that can help you do just that. Whilst each one can be used in different ways for different emails (broadcast or automated), there are certain instances where specific engines lend themselves particularly well to specific campaigns; where this is the case, we’ve made a note using a ⭐ . 

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Topics: product recommendation engines, Ecommerce marketing strategy, AI in ecommerce marketing, Ecommerce customer retention, Ecommerce marketing resources, Ecommerce marketing tips, Ecommerce personalisation

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