Battle of the Beauty Brands: Who’s Smashing the Welcome Experience?

Posted by Abi Davies 5 May 16

Beauty ecommerceAs British novelist Amelia Barr once observed, “kindness is always fashionable, and always welcome”. So why do so many brands still miss out on prime opportunities to make friends with potential customers via email?

Once a visitor to your ecommerce site signs up to your newsletter, that’s your cue to kickstart a rapport that will hopefully last a lifetime. The ‘Welcome Email’ is one of the most important stages in your brand’s marketing strategy, as you’re never given a second chance to make a first impression. And yet it is continually neglected by small and big businesses alike.

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How to Calculate Cost of Customer Acquisition (CAC) in Ecommerce

Posted by Edward Gotham 4 May 16

Cost of customer acquisition The cost of customer acquisition (CAC) means the price you pay to acquire a new customer. In its simplest form, it can be worked out by:

Dividing the total costs associated with acquisition by total new customers, within a specific time period

Do not get this metric confused with cost per action (CPA), as there is a strong distinction between the two. In ecommerce, cost per action is typically the amount you pay to convert a customer - i.e to make a sale - but this relates to both new and returning customers.

CAC is all about acquiring new customers. See how even Google refers to CPA as ‘the cost you are willing to pay to make a conversion’ NOT to acquire a new customer.

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Topics: Ecommerce metrics, Ecommerce marketing strategy, Ecommerce customer acquisition

23 Important Things Ecommerce Marketers Can Learn from Ofcom's Media Report

Posted by Huw Jenkins 4 May 16

Ecommerce OfcomUK adults spend an average of 21.6 hours online each week. So, what (relevant things) are they up to online?

Ofcom’s new “media literacy” report has uncovered several key findings for ecommerce marketers to dribble over. 

The communications regulator surveyed 1,841 adults to investigate shifts in how people are engaging with online content and services.

We read the report - word for word - so you don't have to. You're busy people, we get it. You're welcome.

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Topics: Ecommerce metrics, Ecommerce social media, Ecommerce news, Ecommerce marketing tips

5 Enlightening Ecommerce Storytelling Lessons from 'Of a Kind'

Posted by Huw Jenkins 29 Apr 16


With every Joe Bloggs opening up ecommerce emporiums left, right and dead centre, it can be hard to stand out from the crowd if you're an online retailer.

So how do you cut through the noise? With a good story, of course. 

Take a moment to stroll through the corridors of your youth. To your lamp-lit, childhood bedroom. Remember the stories you used to read, the pictures, the front covers? What a treasured little place those memories still reside. 

Stories have the power to envelop, connect and last.  

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Topics: Ecommerce examples, Ecommerce content marketing

16 Brands that are Totally Winning at Shoppable Content

Posted by Hannah Stacey 29 Apr 16

shutterstock_174623645“Content is king!” - the much-repeated mantra of marketers the world over - is rapidly taking on a new significance for online retailers, particularly those trying to get their voices heard in crowded marketplaces, such as fashion.

Undoubtedly, online retailers are wising up to the fact that today’s consumers are part of a new rich-media-driven world order in which making a purchase is often the result of contact with multiple brand touchpoints.

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Topics: Ecommerce examples, Ecommerce website design, Ecommerce ux, Ecommerce branding

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