I want you to be your brand less ordinary’s Chief Curation Officer. Let me explain. I see two directions for Ecommerce growth strategy right now. The cataloger and the curator. The cataloger pursues the SKU. Bigger is better. They believe the greater depth of product range on offer, the greater … Read More
Want to know the best time to send your cart recovery emails?
So you’re running a cart recovery email sequence and you’re seeing a good return. Brilliant. Your cart recovery emails are prime for testing. Split-testing subject lines Split-testing email copy Split-testing call-to-action buttons You should have a programme of continual optimisation in place. Testing ways to incentivise open, click and conversion … Read More
What are the priorities of today’s multi-tasked marketer?
It was a pleasure being the first guest on my good friend, Mark Masters, new podcast You Are The Media (there’s also a conference lined up for 2018). One sentence backstory, Mark and I spent 2 years sharing 140+ episodes of our own podcast, Marketing Homebrew. During the podcast we … Read More
How to market to website visitors not yet ready to ‘buy now’
Bryan Eisenberg wrote something years ago that stuck with me. ‘Don’t sell, help people to buy’. It’s the marketing mantra of the brand less ordinary. We don’t like being sold to. Especially when it’s not a simple case of ‘yes’ or ‘no’. We’re in a buying process. Pushy selling rarely … Read More
How to welcome new subscribers
Let’s consider your store’s email newsletter for a moment. You see, as your subscriber, when I grant you my email address I want platinum status membership to your brand. I want access to your very best. Not everything. Just the best. The best work, the best offers, the best everything you … Read More
Thank you, again
When did you last thank your customers? I don’t mean the pithy throw-away ‘thanks for your order’ that accompanies each dispatch note. You can do so much better than that. I mean a heartfelt thank you. A message that demonstrates, with true gratitude, the value your customer brings to your … Read More
Do what the competition don’t (or can’t)
The greatest opportunity to grow your ecommerce business is through the words that you use. Words are the difference between a decent year and a phenomenal year. You can invest heavily in marketing tech. You can have the latest email, review, split-testing, pop-up & personalisation software. You can have all … Read More
Liking (and I’m not talking the facebook thumbs up type)
Chapter 5. Robert Cialdini’s Influence. Liking. “Few people would be surprised to learn that, as a rule, we most prefer to say yes to the requests of someone we know and like“. If you haven’t yet read Influence, you should. Ask yourself. What element of your marketing focuses in on … Read More
How are you motivating customers to review their purchase?
Our job is to motivate people to take action. Think about it. Every step of the buying journey a micro-moment exists where your customer considers what action to take next. The problem we, as ecommerce marketers, encounter is the sheer volume of actions we request our customers to take, pre- … Read More
Don’t think of it as an email list, think of it as a club
It’s human nature to be intrigued by what’s behind the curtain. What’s behind the unmarked door? Then there’s the anxiety of not knowing what other’s are getting (that I’m not). The fear of missing out. It’s how you feel when you see that ‘Insert voucher code’ form on checkout. You’ve … Read More
Where are you sharing your now?
We’re forever updating. Your phone iOS, your ecommerce plugins, software updates. I’m up to Java 63 version 100.1240, I still have no clue how this impacts upon me. We just click away. Each update comes with it’s own release notes. Just in case you’re interested in what those improvements are. … Read More
Message and timing over mechanism
Pop-ups. The ecommerce world has gone crazy for pop-ups. “10%? 20% Free Shipping? What can we give you to make you order from us?!?” And, duly, the ecommerce marketing world has gone crazy with a ‘They Work!’ versus ‘They Disrupt!‘ argument. Take the latest blog post from content marketer Gill Andrews as … Read More