Web personalisation is about delivering targeted content and adaptive web experiences based on what you know about each visitor. For ambitious web marketers looking for the next leap in returns, this is a massive opportunity.
Of course, it’s not without risks. Get it wrong, and you’ll confuse visitors, waste resources and depress conversions. But get it right and you’ll surprise and delight your web visitors while driving your website to new levels of effectiveness.
It has the most extensive loyalty scheme and probably the biggest database in the UK. The company is not short of cash either, as it accounts for something like one in every seven pounds spent
in the UK.
So Tesco must have the clout to talk to their customers relevantly as individuals through email...surely?
I was inspired to write this post by a recent tweet I saw in reference to the iPad launch email stating that it was the “best email marketing ever," when the email was in fact pretty mediocre.
Then when I looked at some of the other Apple emails I had received, I realised they could also do with some improvements so of course I had to throw some suggestions into the pot..
The UK's retailers are actually getting worse at email marketing, as many are failing to follow best practice guidelines, according to a new report.
This is the verdict of dotMailer's Hitting the Mark study of 36 UK retailer's email marketing efforts, which places HMV and Republic at the top of the class, with Currys in last place.
Companies are gradually becoming more sophisticated in their email marketing efforts, with greater use of personalisation and segmentation in their campaigns.
The Econsultancy / Adestra Email Census 2010 also finds that, though some areas are improving, too few are integrating email with other marketing activities, while many still don't know their ROI from email marketing.
As consumers, we are all extraordinarily powerful these days. The wonderful web offers us the chance to hunt out the very best bargains, to research our purchases thoroughly and to read up on what other consumers have to say about products.
It's an excellent time to be a shopper and service user, but for retailers and service providers this presents many
new challenges. Some businesses have embraced the way the web has
transformed their customer base but others have been slow in catching
Last Friday I wrote a piece called ‘How Twitter can dig itself out of hashtag hell’, urging Twitter to allow users to turn off ‘spam’. The trouble is that spam isn’t always defined by a hashtag (such as #Spymasterspam).
Consider the rise of the Spymaster game on Twitter. This is yet another reason why Twitter needs to quickly introduce personalisation features.
It’s hard to put into words how little I care about somebody reaching level 11 on Spymaster, or attempting an assassination attempt on @somebodyelse. And I’m not alone.
I’m sure the game itself is wondrous fun, but I don’t want to see these tweets appear in my feed.
Twitter’s trending topics have been gamed to death, judging by the lack of breaking news displayed. This, pretty much, is the view of TechCrunch writer Robin Wauters, and he’s not wrong.
What used to be a valuable way of seeing what’s new in the world, and often before it is covered by the mainstream media, is now a mess of lame hashtags.
I can’t help but think it’s a pity that that list is starting to turn into the top 10 of chain letters people used to circulate through e-mail messages in the late nineties.
"Fine with me if people want to share what they consider to be lies that boys tell, or which 3 words should follow after sex, or what their moms used to tell them when they were little, but as I said before I think it’s a shame considering how powerful that trending feature and how valuable that list could be instead."
So what can Twitter do about it? Well, there are various methods that can be employed to help fix this up, improving the Twitter experience in the process?
The UK's retailers still have plenty of room for improvement in their email campaigns and are not making the most of tactics which could improve their email ROI, according to a new study.
Marks and Spencer and H Samuel both performed well and scored 81 in the study, but both Somerfield and H&M need to improve, as they were joint bottom on 48.
Overall scores were down compared to last year's survey, with retailers failing on crucial areas like personalisation and gathering relevant information when customers sign up in the first place.
Online grocer FreshDirect offers its customers many options to make shopping from a large selection of inventory simple, ranging from search functionality, breadcrumb navigation (literal and figurative - they do sell breadcrumbs!), and shopping from previous grocery lists. Grocery buying is, after all, largely predicated on repeat purchasing of favorite or staple products.
FreshDirect recently made browsing and buying even easier for returning registered customers by personalizing its site search functionality.