12 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 12 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

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

What Gmail supporting CSS media queries means for ecommerce marketers

Posted by Abi Davies 20 Sep 16

At some point in our lives, most of us will have experienced the horrors of unresponsive email design.

You’re on the bus en route to work when you receive a weekly update from your yoga instructor. You open the email, eager to find out when classes will resume for autumn, only to be met with a strange, unintelligible image stretched across your phone screen.

You get into work and reopen the same email ready to recoil once again, but instead are surprised to see a beautiful, hi-res version of the same image on your desktop.

Up until now, Gmail has not been optimised for every screen. This has led to issues like text composed on a large screen shrinking to a size only The Borrowers would accept once displayed on mobile.

However, all that is about to change - Google has revealed that the time has come to take action. How? By supporting CSS media queries.

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Topics: Ecommerce email marketing, Ecommerce news

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

12 Brands That Have Mastered GIFs in Email Marketing

Posted by Hannah Stacey 23 May 16

GIFs in ecommerce To kick off this blog post, I’d like to transport you back to 1987.

Techno is king. You have a haircut that will one day become a source of endless ridicule from your children and grandchildren. Cher looks exactly the same as she does now.  

Crucially for our story, a bloke called Steve Wilhite and his team have just invented something called the Graphics Interchange Format (or GIF, for short) that will change the face of the internet.

But you don’t care right now because you’re too preoccupied with perm maintenance and your only experience of the GIF thus far is a pixelated dancing banana with a maniacal grin on its face.

GIFs in ecommerce
 

Fast forward to the early noughties and the GIF has been appropriated by a generation of adolescents hell bent on having the spangliest MySpace page going, regardless of the fact it takes ten minutes to load and crashes your browser if you try to scroll anywhere.

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Topics: Ecommerce email marketing

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