Who's Winning at Mother's Day Marketing?

Posted by Rita Braga Martins 7 Mar 17

mother's day marketingEver forgotten to send a card for Mother’s Day? Experienced that sense of dread when you realise it’s Saturday and you’ve missed the deadline for getting your flower order in? Felt like a disappointing child when you’ve had to send a Mother’s Day text message instead of a gift?

It’s okay - we’ve all been there.

Luckily, a lot of ecommerce stores are here to help, whether you’re a last-minute panic buyer or you’re a little more organised.

We've seen retailers making huge efforts to differentiate their offers and product ranges with creative marketing campaigns, to inspire customers to buy the most special, meaningful gifts or all-time favourites for their mums.

Listed below are a few of our favourite so far (and if you’re like me and don't have a present yet, there's some pretty good ideas on how to make mum feel special this Mother's Day).

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Topics: Ecommerce email marketing, Ecommerce examples

10 Examples of Great Storytelling in Ecommerce

Posted by Edward Gotham & Abi Davies 3 Mar 17

ecommerce storytelling examples According to the latest eRetail Sales Index from Capgemini and IMRG, online retail sales in the UK topped £133 billion last year— five per cent higher than initially expected.

And with ecommerce sales predicted to grow 14 per cent in 2017, it's clear that the ecommerce industry is expanding. Fast.  

This poses the question: how can today's ecommerce brands cut through the growing competition and stand out from the crowd?

One answer is by harnessing the power of great storytelling. 

A good story can turn a lifeless brand into one that has meaning—one whose image and values resonate with its target market. Whilst communicating your brand's unique, personal story with the rest of the world is not easy to achieve, some of the fastest-growing and most successful ecommerce stores of the last five years have pulled it off.

Listed below are 10 brands that we believe are nailing it. 

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Topics: Ecommerce branding, Ecommerce marketing tips

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

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

Posted by Edward Gotham 2 Mar 17

Cost of customer acquisition ecommerceThe customer acquisition cost (CAC or CoCA) 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

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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