AI is the retail marketing assistant of the future (a.k.a The Return of Clippy)

Posted by Djalal Lougouev 11 Jun 18

 

Remember Clippy? That annoying paperclip that popped up and asked random questions in Microsoft Word. If you do, then you encountered one of the very first virtual assistants

Now, 20 years later, virtual assistants have made a come back - this time without the distracting raising eyebrows (thankfully).

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Topics: Segmentation in ecommerce marketing, artificial intelligence

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

5 Marketing Channels You Should Be Personalising Right Now

Posted by Abi Davies 23 Aug 17

personalized marketingOver the past couple of years, the level of personalisation customers expect from retailers has rocketed.

A one off email using a recipient’s first name is no longer novel; today, marketers can (and should) adopt a cross-channel strategy that is driven and shaped by the customer.

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.

To know what to send each customer, and the optimal time and 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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