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

4 ecommerce marketing trends you can expect to see in 2017

Posted by Abi Davies 7 Dec 16

EcommerceMarketingTrends2017_pdf.pngThis blog post accompanies our Ecommerce Marketing Trends 2017 report, in which 17 industry experts put forward their predictions for the year ahead - click here to download it.

Every December, we call upon some of the most knowledgeable figures in the industry to ask them what they expect to see in ecommerce marketing the following year.
ecommerce marketing trends 2017

From creative visionaries, to research directors to government advisers, this year we spoke with an eclectic range of ecommerce experts who - together - provide an insightful, comprehensive and fascinating glimpse into what’s on the horizon.

You can read the full report by clicking on the link above, but, for now, here’s a look at four big trends predicted to dominate the ecommerce marketing scene in 2017.

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How luxury retailers are approaching the festive sale frenzy in 2016

Posted by Abi Davies 2 Dec 16

luxuryIn the wonderful world of retail, it’s an unwritten rule that luxury brands rarely offer discounts. Loyalty programmes? Yes. Spontaneous gifts or rewards? Sure. Discounts? No. Why? Because discounts risk damaging premium retailers’ carefully-crafted exclusivity and brand reputation.  

This poses the question: are high-end retailers expected to sit out price-slashing commercial shopping events, despite their money-making potential?

Just last month, there were speculations that Single’s Day, celebrated in China on the 11th November, could be an “upscale alternative” to Black Friday. However, as it turns out, many luxury brands aren’t even looking for a fancy alternative. They’re happy with the real McCoy.

This is something Vogue anticipated in the days leading up to Black Friday 2016, publishing a list of (mostly) luxury items staff members wanted to get their hands on.

And when the weekend finally arrived, they were right. Whilst the crème de la crème (Hermès, Alexander McQueen, Burberry et al) shied away, more affordable labels such as Missoni, Kate Spade and The Kooples all got stuck in.

To get a clearer view of how luxury and festive promotions can work together, we’ve taken a look at how the following six recognisable names approached last weekend's bargain bonanza (without putting off discount-sceptic customers in the process).

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Black Friday 2016 in 17 eye-opening online shopping stats

Posted by Abi Davies and Hannah Stacey 30 Nov 16

Black Friday Stats post.pngAfter foraging through the wave of reports, analyses and opinion pieces to have emerged from Black Friday weekend 2016, the general consensus seems to be that this year’s national shopping event was the best yet.

“Sales up 9 percent”, “Shoppers more hooked on discounts than ever”, “Shoppers break ..records” - these are just a few of the many headlines to have popped up in our newsfeeds over the past few days.

However, not all of the headlines have been this clear cut; “More shoppers, less spending”, “Are Black Friday and Cyber Monday really the biggest sales day of the year?”, “Cyber Monday fights to keep its crown after blockbuster Black Friday for online shopping”.

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6 product recommendation fails to watch out for

Posted by Abi Davies 22 Nov 16

product rec fails With over 70% of consumers saying they find it annoying when brands send them emails promoting products that are not of interest to them, the pressure is on for ecommerce marketers to make their content as engaging and relevant as possible.

One way to achieve this is via product recommendations, which can be included in triggered emails, regular newsletters or on-site, and based on criteria such as:

  • Top products in the store
  • Latest products in the store
  • Products that share similar attributes to an item bought or added to basket
  • Products commonly bought alongside an item bought or added to basket
  • Recently viewed items
  • A personalised selection based on customer behaviour
  • A mixture of the above

Many of the above require a centralised view of all the data available on a customer (also known as a single customer view).

Personalised product recommendations offer an alternative to sending generic promotions based on what a marketer deems appropriate. As our CEO Ivan said in a recent interview: “... instead of making assumptions based on trends and demographics, brands should be offering content to their customers based on their individual preferences, gleaned through real behavioural data.”

But whilst product recommendations are a tried-and-tested way of retaining customers and keeping them happy, certain things can go wrong. Here are six product recommendation fails ecommerce marketers are making, and how you can go about avoiding them:

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