A case study of how a retail brand ran a personalisation program to improve engagement
Jack Wills, a retail fashion store, has used personalisation to boost conversions for new and returning customers.
What results have Jack Wills seen since running their personalisation program?
12% increase in conversion rates
8% increase in Add-to-basket
Reduced basket abandonment
Using Monetate, a personalisation software for consumer-facing brands, not only has Jack Wills increased their conversion rates, they have also reduced their basket abandonment.
Personalisation is key
A number of changes were made to their online store - including 'sticky filter' functionality and personalised rules for displaying products to give customers a better and more engaging user experience.
Through personalisation, new customers to the online store are shown product category pages with 'bestseller' products, whilst returning customers are shown 'new arrivals' on the same pages. This is because extensive…
Chart of the day: Heavy users of messaging apps are extremely likely to want to use different emojis and have more variety
Emojis are one of the fastest growing languages worldwide. With more than 60 million emojis sent each day and 2,666 emojis in the Unicode Standard to choose from, it's hard not to notice the popularity of these small icons. They have gone far beyond simple characters. We are now seeing many brands tapping into emoji, stickers, GIFs, geofilters and other forms of content in a more conversational way.
Despite this demand, the opportunity for brands in mobile messaging has been limited by the experience. If users want to expand their range of emojis they had to download separate emoji keyboards, apps or sticker packs to expand their choices.
This chart shows that heavy users of messaging apps are extremely likely to want to use different emojis and have more variety. Therefore brands can tap into this desire…
When is the best day and time to send an email to suit your target audience?
When most email marketers consider how time relates to their efforts, they’re quick to focus on what hour is best to blast their communications. While deploying emails at an unfavorable time can certainly lead to lower engagement levels, many other time-related variables should also be considered — audience demographics, life milestones, the price of the service or offering that’s being marketed, and more.
With a deeper awareness of the issues in play, you can use the “time factor” to your advantage and better set up your campaigns for success.
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Timing Is…
Tracking tools are tricky and require a lot of attention, in spite of analytical thinking. To avoid gray hair, follow these step-by-step instructions to success.
Collecting and analyzing data is one of the many important keys to setting up a beneficial promotional campaign. No one wants to leave money on the table in the form of online platforms. It is crucial for every business to know what they are paying. Since many purchasers decide on a product over days, weeks or even months during the customer buying cycle , it's important to understand attribution of media which influence purchase (or leads).
Google defines conversion windows as follows:
A conversion window is the period of time after a customer clicks your ad during which a conversion, such as a purchase, is recorded in AdWords. In AdWords, you can edit the conversion window setting for any of the webpage, import, in-app action, or phone call conversions you're tracking.
Synchronization of Facebook and…
Affiliate marketing is a fairly straightforward concept: Brands use other people to promote their products by offering financial incentives for leads or sales.
Despite its conceptual simplicity, affiliate marketing as a whole is still misunderstood — just 22 percent of CMOs feel as if they’ve mastered it [although strictly, affiliate marketing is only relevant for transactional ecommerce]. Part of the disconnect has to do with how brands approach their affiliate partnerships. Many affiliate program managers reach out to affiliates with consumer-focused messaging (e.g., XYZ Company has really great products that you should promote!). This approach rarely resonates because the affiliates aren’t the audience you should be trying to sell your products and services to; it’s their audience you want to reach. You have to look at affiliates as an indirect sales force and then approach them as such.
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Chart of the day: How data give opportunities to grow a business
I think it's fair to say that improving the quality of marketing data isn't a fashionable or sexy topic. Indeed in a recent article by Keith Weed, Chief Marketing and Communications Officer at Unilever reviewing discussions at AdWeek US he says as much:
"The very unsexy topic of measurement has become a hot conversation
Sorting out the digital ecosystem should be a priority for everyone in our industry. It has been heartening to see this become an increasing focus of conversation over recent months and certainly this past week.
As an advertiser, I want to be able to see one consumer, paid for from one budget, not separated out for online and offline".
In this quote, he is specifically talking about measurement of paid media, but he goes on to look at the importance of customer data more generally across the customer journey.
In…
The implications of GDPR are looming, but is your company ready for the European change?
With new GDPR regulations to be effective from May 2018 - it's a topic on every email marketer's mind. But what is your company doing to prepare for this change?
The Smart Insights team would really appreciate it if you could contribute your companies readiness for GDPR (which comes into force in May 2018). Please take the poll below:
Is your company GDPR ready?
If you can't see the poll but would like to contribute, please vote directly here.
We will be soon releasing a new guide on GDPR, by our Email Marketing Manager, Kim Greenop-Gadsby, which details who and what it affects, steps to prepare for GDPR, a practical GDPR checklist, practical implementations of data collection and examples of poor judgments by companies that have panicked about GDPR.
Keep an eye on our content so…
Social Media Essentials: 8 updates to inform your social media strategy
In this week’s Social Media round-up we reflect on Twitter expanding to 280 characters, Vimeo going live and Instagram Stories finally letting you cross-post to Facebook Stories.
Twitter announced last week that for the first time ever it is expanding beyond its 140-character limit. This will be for select languages, including English, Spanish, Portuguese, and French, to allow users to share their thoughts without running out of room in the tweet. They will be testing this feature out on a small group of verified accounts, to begin with.
Their reasoning for expanding the character count was because, for those tweeting in some languages such as Japanese, Korean or Chinese, they require fewer characters than tweets in English or Spanish. Find out more about the change and how users reacted.
…
Econsultancy and Harvard Business Review are amongst the most popular
Last month we asked our members and readers what sites they use to keep their marketing knowledge up to date.
Respondents were worldwide, many from the UK, US, Canada and Poland, but also extending into the APAC and EMEA areas too.
It's no surprise that our own blog outweighed others in popularity - as voters were coming through our blog content to vote.
However, the second and third most popular marketing blogs to read were Econsultancy and Harvard Business Review. The blogs provide all levels of marketers, from CEO's to Executives, marketing knowledge and updates in all industries.
We also wanted to know any other sites that we didn't feature that are also great sources of knowledge. 'Other' examples include:
Zest.is - A Google Chrome extension that collects suggested content from…
Chart of the Day: Why subscribers flag email as spam
If consumers mark your email as spam, then this is clearly unwelcome since not only has your brand been tarnished in their eyes, but even worse your delivery rates to existing subscribers could be harmed. So what triggers a 'mark as spam' click? Technology Advice Research asked 472 U.S. adults, "for what reasons have you marked a business' emails as spam?"
The results show that nearly half of customers mark emails as spam because of the frequency of emails. There isn't a one rule fits all in regards to email marketing frequency because each list, segment or country is different and your frequency should match this.
Almost a third of people claimed they hadn't purposefully subscribed to receive to the emails. This does not mean that they have been necessarily "spammed", it could be as simple as 'forced subscribe', which is the implicit…
