7 email A/B tests every ecommerce marketer should try out

Posted by Abi Davies 16 Feb 17

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This blog post accompanies our latest ebook: 15 A/B testing ideas for ecommerce email marketers. Click here to download.

It’s 2017, and the days of low-quality, irrelevant marketing messages are well and truly over; if your email doesn’t seem pertinent to a recipient, it will be deleted, unsubscribed from or - dare we say it - marked as spam.

As a result, it’s of critical importance that your email marketing is crafted in such a way that it actually resonates with your subscriber list on a personal level.

The only way to know how your email marketing is *really* performing right now is to look at the numbers. The numbers don’t lie. If they are good, that’s great, but if they’re not so good, changes are probably needed (for some context, the average open rate for ecommerce email is 16.75% and the average click rate is 2.32%).  

Fortunately, A/B testing can help you go about making those changes. 

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Topics: Ecommerce metrics, Ecommerce email marketing, Ecommerce marketing tips, A/B testing ecommerce,

20 reasons to love NET-A-PORTER’s welcome email series

Posted by Huw Jenkins 12 Feb 17

“Small cheer and great welcome makes a merry feast,” wrote Shakespeare in the The Comedy of Errors in 1594. The same rings true 423 years later. 

A well-crafted welcome series is a virtual extension of a warm (un-clammy) handshake, embracing your new prospect into the fold and inviting them to feast upon the fruits of your product range.

People that read at least one welcome message read more than 40% of their messages from the sending brand during the following 180 days, according to a recent study by Return Path, so it's clear how important it is to get things right. 

We’ve singled out this awesome welcome series from NET-A-PORTER for turning a humble email into an online opportunity to build trust, earn respect and score sales. 

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Top Product Pages: our analysis of 5 great examples

Posted by Edward Gotham 10 Feb 17

5 great product pagesProduct pages aren't just a pretty landing page for purchasing. They are your online doorway to gaining customers and revenue.

We'’ve deconstructed the outstanding features on each of the chosen sites (and spotted some other key areas for improvement).

This post is designed to help you keep up-to-date with some of the latest trends, using examples from the top ecommerce product pages out there today.

Enjoy. 

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Topics: Ecommerce examples, Ecommerce website design, Ecommerce marketing resources, Ecommerce ux

Three simple first steps to personalising your newsletters

Posted by Abi Davies 9 Feb 17

first steps to personalisation From publishing houses to museums to music streaming services, making marketing as personalised as possible has become a priority for organisations across the globe.

As we all know, ecommerce brands are no exception; and as machine learning continues to get smarter, so expectations for 1:1 personalisation in email marketing continue to rise.

A hero image that automatically changes according to a recipient’s gender? Product recommendations based on the local weather forecast for a customer’s geographical location? A countdown to Valentine’s Day that’s optimized according to open-time?

The ecommerce newsletter of the future knows few boundaries, but is it actually attainable? Thanks to dynamic content, the answer is “yes”: it is.

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Topics: Ecommerce technology, Ecommerce news, Ecommerce marketing strategy, Broadcast email for ecommerce

Four contemporary brands with ingenious micro-copy

Posted by Abi Davies 30 Jan 17

micro copy ecommerce marketing In the marketing realm, micro-copy is sacred.

We’re talking about any short bits of copy found on a brand's website that help online shoppers:

  • find their way around, e.g. “scroll left to see the full look”
  • follow instructions/offer help, e.g. “write your address here”, “do you have caps lock on?”
  • get more of a feel for your brand, e.g. “say hi!” (vs a more formal “contact us”)

Some of the most obvious places your brand will need effective micro-copy include: headlines, sub headings, CTAs, pop-ups, product information, newsletter signup boxes, navigation bars, captions… the list goes on. But how do you go about creating it?

This question is not a new one; for centuries marketers have agonised over the best way to use as little copy as possible to convey the most information.

Ironically, however, it’s not necessarily old, experienced brands we must turn to for answers, but also younger brands - founded by digital natives and born into the world of ecommerce.

Brought up with MSN, MySpace and text messaging, millennial marketers are adept at summarising exactly what they want to say in just a couple of dozen characters.

This doesn’t mean your brand’s message or tone of voice needs to be ‘millennial’ (especially if your demographic is an older audience), but the approach - of paring back as many words as possible until you’re left with something that a) communicates your point and b) captures your ‘voice’ - remains the same.

Here are four contemporary ecommerce brands mastering the art of micro-copy.

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Topics: Ecommerce branding, Ecommerce content marketing

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