A Guide to Sending Brilliant Ecommerce Welcome Emails

Posted by Hannah Stacey 7 Apr 17

Ecommerce welcome emails Despite today's focus on personalisation, the majority of online retailers out there are still sending generic, undifferentiated marketing emails.

Why? Because most digital marketing channels have always had low variable costs (i.e. it doesn't cost much more to send 1000 emails than to send one); consequently, this approach - of carpet-bombing subscribers with the same information - became known as a 'can't lose' strategy.

But it isn't. Not at all. 

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Topics: Ecommerce personalisation, Customer lifecycle marketing, Ecommerce marketing tips, ecommerce welcome email

How to Calculate Customer Lifetime Value (CLV) in Ecommerce

Posted by Edward Gotham 24 Feb 17

Customer lifecycle value What is customer lifetime value?

We all stumble through life clutching onto the fuzzy memories of those pesky Pythagoras and algebraic theorems that haunted many a youth, andwith rare use cases in present day lifethey normally end up getting filed and forgotten. 

Enter customer lifetime value: the only equation you need to remember.  

In ecommerce, CLV is the value a customer contributes to your business over their entire lifetime at your company.

The main methods of calculating CLV are split between historic and predictive CLV:

  • Historic CLV (Good indication of CLV)  

    Simply the sum of the gross profit from all historic purchases for an individual customer.

  • Predictive CLV (Great indication of CLV) 

    A predictive analysis of previous transaction history and various behavioural indicators which forecasts the lifetime value of an individual. As long as the equation is accurate, this value will become more accurate with every purchase and interaction.

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Topics: Ecommerce metrics, Ecommerce marketing resources, Ecommerce customer retention, Customer lifecycle marketing, Ecommerce marketing strategy, Ecommerce marketing tips

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

An Introduction to the Ecommerce Customer Lifecycle

Posted by Hannah Stacey 5 Aug 16

Untitled_design_2-2To start this blog post, I’d like to transport you (sadly, only in a metaphorical sense) to a party.

Picture the scene: the music’s blaring, the drinks are flowing, someone’s already had a few too many and is embarrassing themselves.. you get the picture.

As with any party, at some point in the proceedings you’re bound to run into one or more of the following:

  • Your best pal, who probably knows you better than you know yourself.

  • Your best pal’s new girlfriend/boyfriend, who you’re meeting for the first time and are under strict instructions to be on your best behaviour for.

  • An old acquaintance who you haven’t seen in years.

  • The guy who you’ve met ten times before but who always introduces himself like it’s the first.

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Topics: Customer lifecycle marketing

How to Keep a Customer Engaged Post-Purchase

Posted by Hannah Stacey 18 Jul 16

shutterstock_172510469It’s easy to fall into the trap of thinking that effective ecommerce marketing ends with a customer buying something.

In some ways, it does. After all, you’ve led them down the purchase path, whisked them through the AIDA model, channeled them down through the conversion funnel. Job done, right?

The problem with this way of thinking is that it fails to take into account one major caveat: that retaining a customer is far more valuable in the long-run than acquiring a new one. And when you start focusing on retention, a customer making a purchase actually marks the beginning of the process, not the end.

This blog post will look at six ways that online retailers can keep customers engaged after they’ve made a purchase, and how they can lay the groundwork for further purchases down the line (all part of what we like to call 'customer lifecycle marketing').
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Topics: Ecommerce email marketing, Customer lifecycle marketing

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