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

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

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

7 email A/B tests every ecommerce marketer should try out

Posted by Abi Davies 16 Feb 17

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This blog post accompanies our latest ebook: 15 A/B testing ideas for ecommerce email marketers. Click here to download.

It’s 2017, and the days of low-quality, irrelevant marketing messages are well and truly over; if your email doesn’t seem interesting to a recipient, it will be deleted, unsubscribed from or - dare we say it - marked as spam.

As a result, it’s of critical importance that your email marketing is crafted in such a way that it actually resonates with your subscriber list on a personal level.

The only way to know how your email marketing is *really* performing right now is to look at the numbers. The numbers don’t lie. If they are good, that’s great, but if they’re not so good, changes are probably needed (for some context, the average open rate for ecommerce email is 16.75% and the average click rate is 2.32%).  

Fortunately, A/B testing can help you go about making those changes. 

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Topics: Ecommerce metrics, Ecommerce email marketing, Ecommerce marketing tips, A/B testing ecommerce,

13 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 13 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

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