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
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
On the need for discounting clarity and why we need to talk about pricing
I can take my seat on an airplane knowing the likelihood that somebody sat next to me paid less and the person sat in front of me paid more. It’s down to economics, supply and demand. It’s something we, as paying customers, may not like, but at least we understand. … 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
A simple case for retention (it’s where the money is made)
Somewhere along the line you make the switch from an all out assault on customer acquisition to retention. From getting customers to keeping customers. Ask Shopify and they’ll tell you that heavy investment (time) is focused on retention when you’ve reach 10+ sales a day. The reason demonstrated by the … Read More
What additional email flows should you be sending with Klaviyo?
I’m in conversation with store owners regarding their use of Klaviyo on a daily basis. There’s a common thread. Store owners with a list of boxes being ticked. exit-intent overlays that grow your list. ☑️ cart abandonment flow (3 step). ☑️ subscribe onboarding sequence (inc. voucher code). ☑️ customer welcome … Read More
On DTC branding & the value of building an honest community
Growth for the DTC (Direct-to-Consumer) brand requires a whole different playbook from your retailing counterparts. Brand building vs Brand leveraging. You’re not selling somebody else’s brand. You haven’t built your business on the back of other people’s brand. This is your brand. And this is where I’m seeing DTC marketers … Read More
How to use Hotjar to gather key conversion insight from new customers (at the right time)
You want to eradicate minor frustrations in your customer’s shopping experience. You’re at your favourite restaurant, when would the best time be for the owner to ask whether you enjoyed their culinary delights and the overall experience? At the beginning when you’re offered the menu? Half way through, when you’re … Read More
With Klaviyo there’s no more guessing when to send your email campaigns
Exciting times for savvy email ecommerce marketers. Today Klaviyo have released an insightful new tool Send Time Optimization that will allow you to ensure your email newsletters land in your subscriber’s inbox at the most opportune time. Everyone has an opinion on when to best dispatch email newsletters, now, you … Read More
How to send email newsletters to sell your old stock (without mentioning the word ‘sale’)
There are approximately 180 variants on the theme ‘we need to sell some of our old shit to free up cash’ ‘Everything must go’ sounds too much like liquidation. That’s not a good thing. ‘Summer sale’ is a little repetitive when you see the same copy has been used for … Read More