A Smart Marketer's Guide to Re-Engaging Inactive Customers

Posted by Rita Braga Martins 7 Dec 17

Rita's expert advice on re-engaging inactive customersFor this post, Ometria’s email marketing consultant, Rita, offers advice on how ecommerce marketers today can go about (a) identifying inactive customers, and (b) re-engaging them. 

In an ideal world, everyone in your database is an engaged contact, a frequent visitor and a frequent buyer. But as time goes by, any list of contacts will become partly disengaged (and potentially inactive). 

When this happens, you’ll hopefully be acquiring new contacts who can make up for those no longer engaged—but this isn’t always the case, and gradually most retail businesses will see their email revenues go down despite a growth in their database. 

Which is why you should focus on re-engaging those who are inactive. Here are a few other reasons why:

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Topics: Segmentation in ecommerce marketing, single customer view, ecommerce marketing advice, re-engaging inactive customers, retention marketing

5 Marketing Channels You Should Be Personalising Right Now

Posted by Abi Davies 23 Aug 17

Over the past couple of years, personalisation in ecommerce marketing has graduated from being a relatively niche and new concept to a commonplace practice used by the majority.

The level of personalisation customers have come to expect from retailers has also evolved. A one off email using a recipient’s first name is simply no longer novel; today marketers can (and should!) adopt a cross-channel strategy that is driven and shaped by customer data.

What does this actually look like? Well, instead of a customer receiving generic campaigns/messages that in no way resonate with them individually, they will receive the right message at the right time and on the best marketing channels for them.

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To know what content to send each customer, and the optimal marketing channels to do it, marketers will first need to have access to the following pieces of data:

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Topics: Ecommerce personalisation, cross-channel marketing, cross-channel marketing strategy, dynamic content, Segmentation in ecommerce marketing

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