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Aristotle Onassis once said, ‘It is during our darkest moments that we must focus to see the weekly Econsultancy digital marketing stats round-up.’
So turn up that screen brightness, put your glasses back on and let’s do this thing.
Ah, email. The marketing channel that steadfastly refuses to die.
And why should it? Clearly it still works, particularly when it comes to ecommerce.
But as an email marketer it can be difficult to know what success looks like. Never fear, though, because in this post I’m going to share some ecommerce email marketing benchmarks for 2016.
In one of my recent digital marketing stats round-ups I cited a study that found overall basket abandonment rates are currently 76.6%.
Though a certain degree of basket abandonment is expected, I still find that an incredibly depressing statistic and I think we can all do better.
Who doesn’t like a deal? Who doesn’t like to pay less than what everyone else is paying for the exact same item?
Coupons have been in existence since the dawn of the Modern Age and for good reason – they work.
This is no less true, and perhaps even more so, in the Ecommerce Age. Using coupons is an easy way to increase conversions and augment sales.
Do basket abandonment emails work? Is there any 'best practice' guidance that ecommerce sites should follow?
What is the likelihood that an abandoner will come back to purchase after receiving the email?
Let's try to answer these questions right now in this revised and updated version of a previously published, and now outdated, post.
When compared to its sporting goods rivals Adidas has a rather lacklustre ecommerce site.
There’s a lack of personalisation, there are no multichannel return options, delivery options are non-existent and the free delivery minimum spend is exceptionally high. All this plus a rather clunkily designed site mean that Adidas needs to up its game when it comes to ecommerce.
That being said, since exploring the site one week ago, I’ve found that Adidas is doing excellent work in the field of email marketing, in particular basket abandonment emails. Let’s take a little journey into my inbox…
After my investigation last week into whether top ecommerce sites offer guest checkouts I sat back and awaited the barrage of retargeted display ads and basket abandonment emails to fill up my inbox.
Fair enough, after all I have just submitted my email address to 45 different UK and US ecommerce brands and unceremoniously abandoned 45 carts filled with random goods on their sites. I deserve everything I get.
However the barrage didn’t really happen...
Unlocking international or cross-border sales has never been as lucrative as it is today.
Historically, shipping costs, lack of trust and limited information were factors in preventing growth in trade but now cross-border shopping is estimated to be worth $105bn.
While this is a huge growth area for ecommerce businesses, several obstacles still prevent online customers from comfortably venturing outside their borders and buying from international retailers.
Challenges often involve language or currency difficulties, logistics, restrictive local laws, or unclear product information.
However, personalising the shopping experience is one method you can use to increase revenues, allowing you to engage users on their own terms, provide them with the best information and take advantage of local opportunities.
So how do you get started? Read on for five of the best ways to make personalisation part of your international online strategy.
Email marketing is the communication glue within your digital marketing and all of this communication is trackable.
Tracking gives you the ability to understand the journey between the message and the call to action, which means that you can give this journey a value.
With this in mind, reviewing success or failure is critical so that you can affect the change in your campaigns and the actual value those campaigns are bringing.
Last week I attended Responsys Interact 2013 and listened to Harriet Mitchell, Ecommerce Behavioural Marketing Manager at RS Components.
Later that day, RS Components won the Email category at The Digitals, and so I thought I’d share the how, what and why.
Checkout abandonment is inevitable on ecommerce sites as the plain truth is that some people simply aren’t ready to make a purchase.
However there are certain steps that sites can implement to limit the number of customers that dropout during the checkout phase.
The basic aim is to make it as simple as possible for your customers to hand over their cash, which means limiting the amount of form filling and offering shortcuts wherever possible.
Camping retailer Millets, which was rescued from administration last year, recently unveiled a revamped site aimed at boosting its digital revenues.
Designed by Lost Ferret, the overhaul came about as new owner JD wanted to bring its ecommerce platform up-to-date.
It includes new product pages and a redesigned checkout, but is it up to scratch? In order to find out, I tried to buy a new jacket...