3 steps to re-engaging 'inactive' and 'lapsed' customers

Posted by Rita Braga Martins 23 Jul 19

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, all of your contacts would be engaged and consistently purchasing from you – but this isn’t the case; it does however present opportunities for retail marketers to both advance and diversify their methods for encouraging customers to spend with them. 

How do you keep customers engaged and what should you do once they become ‘inactive’? Again, in this ideal world, there would be more new customers to make up for those who lapse or become inactive. 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. 

This is why we’re going to breakdown why you should focus on re-engaging those who are ‘inactive’ and how to make the most of your existing database of customers. 

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

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

How to Be Better at Recognising Customer Loyalty in Your Marketing Campaigns

Posted by Abi Davies 1 Feb 18

loyalty .pngLucrative, reliable and likely to recommend you to their mates, we all know how sacred loyal customers are.

… But do we know how important it is to recognise and reward them?

Because, according to Ometria's Consumer Census, the number one way for a retailer to make a customer feel understood is to reward them for their loyalty.

Fortunately, there are plenty of simple and cost-effective ways for today’s retail marketers to do just that—three of which we explore below.

💡 N.b. Although we cover loyalty programmes and how to market them, we also explore tips and tricks for brands that don't have a programme. 

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Topics: email marketing campaign ideas, Ecommerce lifecycle marketing, single customer view, retention marketing, ecommerce marketing blog, customer loyalty

Why It’s Time to Say Goodbye to Your ESP

Posted by Ivan Mazour 25 Jan 18

the future of retail.pngIn order to really thrive in 2018 and beyond, brands need to be providing a customer experience that is personal, relevant and timely.

Most retail marketers already know this, so why are so few actually delivering on it?

Because the technology that controls their working life is the email service provider (ESP).

Let us explain.

Email has been, and continues to be, the main channel that drives engagement with existing customers, so it’s no surprise that the platform of choice for the retail CRM marketer is an ESP.

However, the problem is that the majority of ESPs out there were built decades ago, for the purpose of sending the same email to a million people—over and over again.

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Topics: artificial intelligence and marketing, single customer view, ecommerce marketing advice, ecommerce marketing blog, ESP, Ometria platform

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