How Brands Are Using Data to Create Cutting-Edge Direct Mail

Posted by Abi Davies 27 Apr 17

Direct Mail 101During the early noughties, retailers cut the amount of direct mail they were sending customers. Why? Because, following the onset of digital marketing, the idea of investing huge amounts of time and money in sending catalogues to an entire customer base seemed silly.

So why is this vintage marketing hack now making an epic comeback? 

To begin with, there’s the obvious point that it’s only human nature to enjoy receiving tangible gifts or handwritten notes in the post. Just look at the Dear You Project, a project set up by an Italian designer who missed good old fashioned letters so much she decided to send 80 letters to 80 unknown addresses and share the journey on social media.

But nostalgia isn’t the only reason. The primary reason direct mail is cool again is because of data; vast sets of data which can be accessed, consolidated and stored in one platform, ready for a marketer to segment and form what we now call the single customer view (SCV).

By having a detailed understanding of each and every customer, marketers today can rest assured their direct marketing is being sent to the right group of people, at the right time, in order to bring about a specific action.  

To give you some inspiration, here are six examples of brands using data and technology to send awesome direct mail.

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Topics: Ecommerce marketing strategy, Ecommerce marketing tips, cross-channel marketing, Ecommerce brands using direct mail

The Online Fashion Lookbook: 6 Seriously Slick Examples You'll Want to Copy

Posted by Hannah Stacey 20 Apr 17

Online lookbooks enable fashion retailers across the globe to showcase new collections through images/videos that convey a “feel” or story for the new season.  

But while beautiful photography and carefully-considered styling often come as standard, many brands are pushing the boundaries of user experience design to present website visitors with an interesting browsing experience to complement their collections.

Here are some great examples of our favourites (click the image in each example to go to the real thing).   

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Topics: Ecommerce examples, Ecommerce ux, Ecommerce merchandising, Ecommerce marketing tips

Customer Metrics, and How to Move Them

Posted by James Dunford Wood 19 Apr 17

key customer metrics for ecommerce marketers Two of the most common questions I get asked by online retailers I work with  are:

“What customer metrics should I be tracking?”

“Which ones should I be looking to influence?”

Typically most ecommerce managers and digital marketing managers will be tracking top line metrics like revenue per marketing channel and conversion rate, but it is surprising that the ones who are tracking metrics such as repeat rate, new customer revenue and time to second purchase are still in a minority.

These are all crucial metrics to be looking at, and if you can optimise them the long term health of your business can be greatly enhanced.

So let’s break them down.

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Topics: Ecommerce metrics, Ecommerce customer retention, Ecommerce marketing tips, Ecommerce customer acquisition, ecommerce welcome email

A Guide to Sending Brilliant Ecommerce Welcome Emails

Posted by Hannah Stacey 7 Apr 17

Ecommerce welcome emails Despite today's focus on personalisation, the majority of online retailers out there are still sending generic, undifferentiated marketing emails.

Why? Because most digital marketing channels have always had low variable costs (i.e. it doesn't cost much more to send 1000 emails than to send one); consequently, this approach - of carpet-bombing subscribers with the same information - became known as a 'can't lose' strategy.

But it isn't. Not at all. 

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Topics: Ecommerce personalisation, Customer lifecycle marketing, Ecommerce marketing tips, ecommerce welcome email

April Fools' 2017: The Best of the Best Retailer Pranks

Posted by Abi Davies 3 Apr 17

April fools' ecommerce marketingSaturday morning seemed like a peculiar morning indeed.

First there was the “Instagram” filter on Snapchat (bit strange). Then came the text messages from friends, discussing a new marmite on the block that would cease to divide people: Meh-mite.

Shortly after, news spread about Google gnome. An AI-powered ornament that could play fetch with your dog by "throwing squeaks thither and hither via 3-D sound" seemed a bit implausible, even for Google.

The final straw came with an expose in The Guardian about George Osborne's new clothing line: Georgio.  

Now that could not be true.

That's when it dawned on us: April Fools' Day. A day that has been celebrated in the UK since at least the nineteenth century, but still manages to get us every.single.time.

Last year, retailers across the globe spent the day channeling their inner Jim Carrey, with ecommerce marketing pranks appearing left, right and centre.

This year, our retail friends seem to have become more tame—with many opting for the “this discount is no joke” strategy instead. Luckily, however, there were a couple of dozen brands delivering the lols.

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Topics: Ecommerce news, Ecommerce content marketing, April Fools' Day ecommerce

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