Abi Davies

Recent Posts

12 examples of brands expertly cross-promoting their social channels in email

Posted by Abi Davies 13 Jan 17

With spam filters getting stricter and ecommerce competition getting higher, engaging consumers via email can prove challenging.

Consequently, increasing the number of touchpoints a person has with your brand is more important than ever; the more places a person can learn about your brand, the better.

One of the most obvious places a consumer can hear your marketing messages is social media. But this doesn’t mean ditching email (which continues to be the most powerful marketing tool available today). It means using email as a way to promote your social media - after all, the two tools are singing from the same hymn sheet.

At present, the majority of ecommerce brands out there are achieving this by including social icons in email footers:

icons bottom of email

… but in 2017 is this practice really enough?

Today, we live in a visual economy where, in order to really capture a consumer's attention and elicit a click, we need to deliver copy and images that are striking, engaging and stimulating.

Here are 12 brands that have cottoned onto the fact that email can be used as a powerful tool for promoting your social media accounts in a creative way. 

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Topics: Ecommerce email marketing, Ecommerce social media

5 data-driven marketing campaign hacks to try in 2017

Posted by Abi Davies 6 Jan 17

Diary 2017.pngNew Year, new start. January is *the* month to start afresh.

That said, it’s a common mistake to put too much pressure on this first month of the year - lading it with goals, ideas and targets that are unrealistic (sometimes logistically impossible) to achieve.

If your resolution for 2017 is to enhance your ecommerce marketing strategy, start with a few smaller experiments first.

Listed below are five relatively easy-to-implement hacks for making your marketing campaigns more relevant and data-driven - most of which don’t require many additional creative resources. To figure out which work best for your brand, underneath each point we’ve included information on how to measure their success.   

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Topics: Ecommerce marketing resources, Ecommerce marketing tips, cross-channel marketing

29 excellent ecommerce blog posts you might have missed in 2016

Posted by Abi Davies 20 Dec 16

typewriter image Whilst reading an article in the New York Times recently, we came across the Jorge Luis Borges quote: ‘You are not what you write, but what you have read’.

Today, we have information on (almost) any topic at our fingertips; all it takes is a cursory Google search and - bam - five minutes later our perspective and outlook can change forever.

But, also thanks to technology, today we have more distractions than ever -  whether that’s the Mail’s sidebar of shame or Snapchat’s addictive filters. Consequently, it’s easy to miss genuinely useful content that could help you on your journey to ecommerce success.

So, to start 2017 feeling up-to-date and on top of your game, here are 29 articles from across the web (including a few of our own) you should have read this year.

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Topics: Ecommerce examples, Ecommerce marketing resources, Customer lifecycle marketing, ecommerce blog posts

4 big lessons in personalisation from the experts

Posted by Abi Davies 15 Dec 16

tips Last week, we published a roundup of the biggest ecommerce marketing trends predicted for 2017. Unsurprisingly, one of the overriding trends to emerge from the report was more investment in personalised marketing.

The importance of sending the right message to the right customer at the right time (and on the right channel) is something industry experts unanimously agree with. From brandwatch to PracticalEcommerce, almost every report we’ve come across has forecasted an even bigger personalisation push next year.

And yet, as wonderful as personalisation is, how easy is it to actually implement? As the fifth century Buddhist monk Bodhidharma pointed out: ‘All know the way, few actually walk it.’

Whether they lack access to the right customer data or don’t have the time or resource to use that data, ecommerce marketers currently face a number of obstacles preventing them from making their marketing material more bespoke to each customer.

Luckily, there are ways to break down these barriers - or at least circumnavigate them  - many of which were discussed during a panel discussion at our Lifecycle conference in October.

From starting small to convincing stakeholders to invest in the right tech, here are four lessons in marketing personalisation from four retail experts - all at different stages of the personalisation journey.

Video footage of the panel discussion can be found at the bottom of this blog post. 

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Topics: Ecommerce technology

A roundup of the best Christmas emails we've received so far

Posted by Abi Davies 13 Dec 16

christmas treeIt was around a month ago now that my first Christmas email of the year arrived in my inbox. It was like receiving that very first Christmas card at school - a simple form of communication, but somehow managing to announce the start of the most wonderful time of the year.

But, just like your 14th Christmas card (gone are those days!), it takes a lot for your 400th Christmas email to really make a big impression on you - the sad fact is, after a while they all start to look the same.

Luckily, there will always be the odd Christmas card - and Christmas email - that reignites that first, nostalgic Christmassy feeling in you. Whether it’s because of its amazing design or beautifully written message, some things just have the magic touch.

For me, these eight brands have just that - all for very different reasons.

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Topics: Ecommerce email marketing, Ecommerce examples, Christmas marketing

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