Christmas Checklist: 3 Simple Steps To Take Now For A More Personalised Festive Season

Posted by Alegría 13 Sep 18

 

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The festive period is a retail marketer’s busiest and most competitive. With the average shopper willing to spend £500 more during the holiday season, this means that the number of retailers vying for their attention is at a high, so the amount of emails in their inbox, increases rapidly.

In this frantic period, it can be incredibly difficult to ensure that the interactions are meaningful, personalised and strategy-led. But it is possible.

A sure-fire way to stand out from the batch-and blast attack of your competitors is to advance your automation and personalisation strategies. Using tactics like segmentation and dynamic content you can stand out by creating tailored messages that engage customers fatigued by the onslaught of generic content in their inbox.

Sending emails that appeal to customers on a personal level will not only have short-term gain in helping you hit holiday season targets; you’re also setting the foundation for long-term relationship building and engagement.

The tactics don’t need to be labour intensive but they do need to be prepared ahead of shopping surge. In this blogpost we are going to show you the three non time-consuming essentials for preparing ahead of time to have your christmas strategy securely wrapped up.

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Topics: Christmas promotion, marketing automation

Beyond the Basic: 3 Elements of an Advanced Automation Strategy

Posted by Alegría 20 Jun 18

 

Screen Shot 2018-06-20 at 16.09.55Marketing automation in retail is nothing new.
 
From cart abandonment to welcome campaigns, customers are becoming more accustomed to receiving automated messages from retailers as they work through their online shopping journey.
 
But as the likes of Uber and Deliveroo continue to push the boundaries of offering tailored and personalised customer experiences, the finer details of those expectations are slowly but surely growing. Simple automation is no longer enough; if retailers don’t want to be left behind it is essential that they advance their execution to meet customer-first campaign standards.

According to our own research, 46% of consumers would “consider not shopping again with a company if they keep sending them marketing emails with products they’re not interested in or aren’t tailored for them. The keyword here is tailored. Do the automated messages feel relevant? Are they reflective of a customer’s buying habits, or do they seem generic? In order to stand out you need to take your automation strategy a step further.

You can take a deep-dive into the methodology of executing a great strategy in our latest download ‘An Advanced Guide to Marketing Automation in Retail’. In this blog we will address the three top-line elements required to cement your strategy.

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Topics: single customer view, marketing automation

Simple Hacks For Making Marketing Automation Seem Less... Automated

Posted by Abi Davies 9 Aug 16

Question: How much interaction do you actually have with your customers these days?

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According to Emailmonday, on average, 49% of companies are already using marketing automation.

As a business that provides customer insight and marketing automation for retailers, we see this as a good thing. But are the connotations of the phrase “marketing automation” always positive?

Unfortunately (but understandably) not.

When you look up synonyms for the word “automation”, lifeless words such as “mechanical” and “robotic” appear.

And yet - when it comes to ecommerce marketing, at least - this should not be the case. Whilst automating your marketing messages is a somewhat methodological process, the main ingredients that go into that process are plainly personal.

As HubSpotpointed out in 2014, humans provide the intelligence for marketing automation. That was written two years ago and robots haven’t taken over yet.

What we’re saying is, marketing automation - good marketing automation - needs the human touch.  So why do so many automated messages sound like they’ve been written by the protagonist of a terrible sci-fi novel?

Here are a few simple hacks to make your automated emails seem more personal. 

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Topics: marketing automation

Epic Automation Fails – the Biggest Mistakes Ecommerce Marketers Make

Posted by Abi Davies 27 Jul 16

Let’s take a moment to appreciate the godsend that is marketing automation.

ecommerce marketing automation failsGone are the days of having to call up a prospect to ask why they abandoned their basket (true story), or manually reach out to a lapsed customer to try to win them back.

Today, the way in which a brand responds to a customer’s behaviour has the potential to be automatic (whether that’s sending a new subscriber a series of welcome emails or targeting a customer who’s abandoned their basket with an ad on Facebook) - thus saving a marketer loads of time. 

However, there is one thing worse than a brand not using automation to send relevant, timely messages, and that’s doing it badly. 

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Topics: marketing automation

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