4 big lessons in personalisation from the experts

Posted by Abi Davies 15 Dec 16

tips Last week, we published a roundup of the biggest ecommerce marketing trends predicted for 2017. Unsurprisingly, one of the overriding trends to emerge from the report was more investment in personalised marketing.

The importance of sending the right message to the right customer at the right time (and on the right channel) is something industry experts unanimously agree with. From brandwatch to PracticalEcommerce, almost every report we’ve come across has forecasted an even bigger personalisation push next year.

And yet, as wonderful as personalisation is, how easy is it to actually implement? As the fifth century Buddhist monk Bodhidharma pointed out: ‘All know the way, few actually walk it.’

Whether they lack access to the right customer data or don’t have the time or resource to use that data, ecommerce marketers currently face a number of obstacles preventing them from making their marketing material more bespoke to each customer.

Luckily, there are ways to break down these barriers - or at least circumnavigate them  - many of which were discussed during a panel discussion at our Lifecycle conference in October.

From starting small to convincing stakeholders to invest in the right tech, here are four lessons in marketing personalisation from four retail experts - all at different stages of the personalisation journey.

Video footage of the panel discussion can be found at the bottom of this blog post. 

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Topics: Ecommerce technology

What does Snapchat offer ecommerce marketers?

Posted by Abi Davies 6 Oct 16

The_Live_Lookbook___Misha_Nonoo_Fall_2016_On_Snapchat.pngFounded by Evan Spiegel (who, by the way, was born in the 90s👶) in 2011, Snapchat was once the reserve of selfie loving teenagers and party-animal students. Fast-forward five years and this is simply no longer the case - the brand reaches 41% of all 18 to 34 year-olds in America on any given day.

Snapchat’s relationship with ecommerce has developed from a commitment-free fling to a full-blown marriage over the past couple of years. From the Snapcash payment feature launched in 2014 to February's annoucement that the company is "developing its own ecommerce platform", it's a relationship that's constantly in flux.

For this post, we're going to focus on how Snapchat can help ecommerce marketers promote their brand - starting with the basics and then moving towards more advanced and payed for features.

We'll cover:

  • Why your Snapchat name is so important
  • How to tell your brand's story via the app's free Stories feature
  • Snap Ads
  • Sponsored Lenses
  • Sponsored Geofilters 

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Topics: Ecommerce technology, Ecommerce news, Ecommerce branding, Snapchat, cross-channel marketing

Why are retailers still not using web push notifications?

Posted by Abi Davies 3 Oct 16

One year ago we wrote about the arrival of web push notifications and their potential to help retailers target subscribers with relevant marketing messages.

Time has passed, but little has changed. Web push notifications still have a lot of potential, but retailers just don’t seem to have embraced them yet.

This blog post will tackle why that is, and take a look at what ecommerce marketers are missing out on in the process.

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Topics: Ecommerce technology, Ecommerce marketing strategy, Ecommerce marketing tips, web push notifications

Accessibility in email design: 5 tips for ensuring everyone can enjoy your emails

Posted by Abi Davies 26 Sep 16

postybox.pngWith figures from the World Health Organisation (WHO) showing that 3.2% of people in Europe are considered blind or visually impaired, it’s more than likely that you are sending marketing emails to a number of recipients who may be unable to access them properly.  

To combat this, our resident email experts Ben and Dwayne have put together a list of simple but effective ways you can make your emails more accommodating to all of your subscribers - particularly those who are visually impaired.

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Topics: Ecommerce technology, Ecommerce marketing tips

9 ecommerce popups you'll wish were yours

Posted by Abi Davies 13 Sep 16

ecommerce popupLove them or hate them, when it comes to building your email database, popups are always part of the conversation.

We’re referring, of course, to the small windows that appear, unannounced, in front of a retailer’s page when you visit their site - stopping your from doing anything useful until you either: enter your email address, acknowledge their announcement or hit the cancel button.

Due to their interruptive nature, popups can be a source of anger or exasperation among online shoppers - especially those who are, let’s say, in a rush or trying to use their phone with one hand whilst carrying shopping with the other.

Because of this, popups can also be a source of anxiety for online retailers concerned about high bounce rates.

And yet, despite all this doom and gloom, research is continuously on popups’ side. For example, as documented in this blog post by conversion optimization platform JustUno, health and lifestyle company SkinnyMe Tea managed to increase email opt ins by 758% after adding pop up promotions to their website in 2015.

This proves that popups can work; but how can ecommerce marketers make sure their own versions encourage browsers to buy not bounce?

By making them genuinely awesome.

For this blog post, we visited over 50 different ecommerce sites to see which brands are getting popups right. Listed below are our top nine, and why they made the cut. 

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Topics: Ecommerce technology, Ecommerce marketing resources

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