Please don’t send “win back” email campaigns like this

If your email subscribers are engaged with your brand, and by engaged I mean opening and clicking, be wary of how you approach win-back campaigns. Consider what exactly it is that you’re winning back; Motivating subscribers to make their next purchase Motivating subscribers to re-engage The metrics used to decipher … Read More

A simple lesson on how to build repeat business

There’s an insightful article in MusicRadar this week that will help you with your own ecommerce business. Rarely do my work and pleasure mix (apart from those 5 years I spent building a guitar retail business) so I’ll take full advantage of this situation. A six string wonder Fender (makers … Read More

Is your desire for email addresses killing your growth?

I’m no fan of straight out discounting. The scenario where you throw up a popup and ask for an email address in exchange for a 10% discount code. There are multiple reasons: you’re putting price top of mind for your customer 10% may not seem a big deal when you’re … Read More

This business of ‘I’d rather pay full price’….

Successful ecommerce copywriting is conversational. It’s fun. It’s about getting people to love your products and warm to your brand. No matter what you’re selling. It’s about good people talking to good people. So. What’s happening here? This may patronise your customer. And I’m seeing this more and more as … Read More

On context and what to do about those popups and overlays

Popups interrupt. Whether your customer is reading, focused on an image or seeking the often mis-placed size guide, the popup will interrupt their thought flow. So, your job is to make that interrupt one that delivers value. And, for the majority of us, the 10% discount code (whole different subject … Read More

Managing the email machine

We’re looking at ecommerce email technology in one of two ways. 1.) For the answers 2.) As the answer The question being ‘how do we unlock profitable growth?‘ The marketing mechanism Email marketing technology isn’t the answer. It’s merely the mechanism that allows you to deliver better email. To bring … Read More

How to optimise cart recovery sequences for your returning customers

How to recover repeat customer carts

Your returning customers abandon their carts too. Second thoughts (maybe having only purchased from you recently) or common distractions get in the way. Yes, the trust is greater, but issues still arrive. So let’s discuss what you can do to help you repeat customers complete their next purchase. The case … Read More

Email plans stagnate when you have no story to tell

It’s an easy job for me to sit here and tell you to do more with your email. But then you’re sat there knowing that 5 … maybe 10% of your overall revenues are attributed to your email marketing. What’s the point when you have bigger channels, more revenue-aligned channels, … Read More

The advantage of starting early with your retention strategy

Retention should be the focus for established brands, correct? There’s little need to focus in on retention strategies for early stage ecommerce startups… right? not so. The larger a business gets the greater the unwillingness to change. If a brand is insistent on hammering their entire database (buyers and non-buyers) … Read More