5 interesting findings from talking to 1000 consumers about retailers' marketing messages

Posted by Alegría 10 Oct 18

There has been constant talk about ‘rising customer expectations’ and the need for retailers to match Banner and social ads 2018_Organic social-min-1those if they want to be as successful as brands like ASOS and Farfetch. But 'customer expectations' is quite a broad term - what do we actually mean when we talk about it? What are those expectations? Luckily for you, we spoke to 1000 consumers to find out exactly what those expectations are, as well as the things retailers do that frustrate them and make them feel undervalued.

We've deep-dived into our findings and discovered there’s a lot that consumers want and specific ways they’d like to receive them. Below, we’ve picked out five interesting takeaways that may make you reassess your current strategy. But we sure to download the census for more on your customer’s expectations.

 

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Topics: Email marketing tips, Customer experience in ecommerce

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

A Glimpse into Café Du Cycliste’s Retention Marketing Strategy

Posted by Abi Davies 13 Apr 18

Café du CyclisteLast 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.

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Topics: Email marketing tips, Retail marketing news, ecommerce lessons, Ometria platform, ESP, ecommerce marketing blog, ecommerce marketing examples, retention marketing, Café du Cycliste

The Customer Experience Formula: How Today's Retailers Can Outperform Customer Expectations

Posted by Paul Boudet 21 Mar 18

The customer experience formula.pngTwenty 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. 


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Topics: Email marketing tips, ecommerce lessons, customer loyalty, ecommerce marketing blog, Customer experience in ecommerce

What Does AMP for Email Mean for Retail Marketers?

Posted by Abi Davies 27 Feb 18

Ometria blog post Interactive email.pngIn February, Gmail’s Product Manager, Aakash Sahney, revealed in a blog post that the email giant will be bringing the power of “AMP” to email through a developer preview of AMP for Email.

Sounds good—but what does it mean?

AMP stands for Accelerated Mobile Pages: an open-source framework designed to make mobile pages load faster and build rich web pages.

Consequently, it’s hoped that AMP for Email will enable developers (and, in-turn, email marketers) to design more engaging and relevant email experiences.
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Topics: ecommerce lessons, AMP for Email, Retail marketing news, Email marketing tips

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