Abi Davies

Recent Posts

Cart abandonment 2.0: what a great campaign should look like in 2017

Posted by Abi Davies 23 Mar 17

It is a truth universally acknowledged that an ecommerce marketer in possession of a high cart abandonment rate must be in want of a kickass campaign.  

But what does a kickass cart abandonment campaign actually look like today? After all, almost half a decade has passed since we first started talking about this ecommerce marketing hack, and what was considered cutting-edge back then will likely be old-hat by now.

From dynamic content to cross-channel campaigns, this blog post has been written with the goal of showing all you hungry marketers how to take your cart abandonment emails from this …

cart abandonment email

… to this:

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Topics: Ecommerce customer retention, Ecommerce marketing strategy, Ecommerce marketing tips, cross-channel marketing, cart-abandonment campaign

Smart Ways Retailers Are Using Online Marketing to Encourage Offline Store Visits

Posted by Abi Davies 15 Mar 17

brick and mortar meets ecommerce According to Deloitte, 2017 could experience another “tipping point” in ecommerce—thanks to the “ambitious growth agenda” of stores operating solely online.

As a result of this, the physical retail store of today is having to be “reimagined for the digital consumer”, and is likely to focus on either “inspiration or convenience” in 2017.

But could ecommerce marketers be doing anything to help the health of its physical counterparts? And we’re not just talking about brick and click retailers, but also pure play brands promoting pop-ups, studios and more.

A quick scan of our inbox tells us that, actually, many brands already are (albeit some much more than others).

Listed below are five ways retailers are using online marketing to drive offline footfall, starting with a few simple tactics before moving onto more data-driven hacks.

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Topics: Ecommerce email marketing, cross-channel marketing, dynamic content, ecommerce vs brick and mortar

What Exactly Is Cross-Channel Marketing In Ecommerce?

Posted by Abi Davies 9 Mar 17

cross-channel marketing You hear it bandied around the office on a daily basis; you spend meetings name dropping it to sound cool; it’s been sitting at the top of your to-do list for six months.

Cross-channel marketing: what is it, and why is it so important?

In this blog post, we’ll start by looking at its current definition—touching on its multifarious benefits—before rolling out our crystal ball to predict what’s in store for the future.

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Topics: Ecommerce marketing strategy, cross-channel marketing, cross-channel marketing strategy

The Art of the Instagram Ad: 8 Excellent Examples That Got Us Clicking

Posted by Abi Davies 3 Mar 17

instagram adEver since that first sponsored ad from Michael Kors in 2013, Instagram ads have become an indispensable tool for retailers to build their social media following, boost brand awareness and grow their customer base.

To recap on the practicalities, Instagram ads can be created using:  

  • Facebook's on-site 'Ad Creation' interface
  • Facebook's 'Power Editor'
  • A third party via Facebook's API

(More information on how to create an ad here.)

When you look at the click through rates for Instagram ads, the pros far outweigh the cons. According to marketing software company Kenshoo, users are two and a half times more likely to click on ads than on other social media platforms.

At present, the different types of ads you can create on Instagram today include:

  • Photo Ads
  • Video Ads 
  • Carousal Ads
  • Stories Ads (using the company's Stories feature, launched last year)

For this blog post, we’ve hand picked a few good examples of Instagram ads today, examining why they work and what made us click.

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Topics: Instagram ad

Anatomy of a Perfectly Personalised Newsletter

Posted by Abi Davies 2 Mar 17

It’s no secret that firing off generic, untargeted emails can be about as helpful to a recipient as tea sachets in a hotel room with no kettle. Or being asked to present the "best picture" award at the Oscars, with an envelope for "best actress". 

i.e. not very.

Oscars 2017

And yet, as a cursory glance in your inbox will no doubt prove, the majority of ecommerce brands out there still aren't personalising their newsletters - they're sending (more or less) the exact same message to everyone in their subscriber base.

And what of the recipients of your newsletters - how do they feel about it? In our consumer census last year, over 50% admitted it bothered them when brands emailed content failing to match their personal tastes.

We get it (sort of). The thought of all that laborious creation of multiple versions of the same newsletter traditionally associated with personalisation is bound to have many an ecommerce marketer running for the hills.

But, breaking news people, personalising your newsletters is no longer that difficult. In fact, today, it’s a pretty easy process that can be achieved via a single template—all thanks to dynamic content.

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Topics: Ecommerce email marketing, Ecommerce marketing tips, Broadcast email for ecommerce

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