Mr Porter

Christmas email marketing has begun: four examples from fashion brands

It’s November, which means it’s time for retailers to start ramping up their Christmas marketing efforts.

US brands still have Thanksgiving and the whole Black Friday/Cyber Monday shopping bonanza to get out of the way first, but in the UK marketers have a clear two-month run up to Christmas Day.

The avalanche of seasonal joy kicked off in earnest last week with the unveiling of John Lewis’ penguin TV ad, followed by less-popular efforts from it rivals.

But alongside the big TV reveals, digital marketers have also begun dropping in mentions of Christmas.

I’ve started to receive emails promoting various offers and sales, though it hasn’t yet been the torrent of Christmas-related messages that I was expecting.

What KPIs are you using to measure the impact of content marketing?

Engagement or revenue? Conversion or visits?

To help answer the  above question, I’ll be taking a look at our latest report Where Content and Commerce Collide written by James Gurd and commissioned by EPiServer.

The report provides insight and recommendations for how content can be combined with ecommerce as well as examples of what ecommerce practitioners are currently doing and the role they are setting for content marketing within the overall digital strategy. 

Interviews were conducted with leading ecommerce professionals in B2B and B2C organisations, both UK and international. The aim of the interviews was to explore how leading brands are integrating content into ecommerce journeys and what the future strategy of the business looks like, with the output being qualitative data and indicative charts based on the responses of interviewees.

10 key questions were asked, including “who has ownership of your content?” “What tools do you use to help plan and deliver?” and “Do you produce content guidelines?”

These questions and more are answered in the report, but for now we’ll be looking at content marketing KPIs.

11 of the best branded Instagram videos of January 2014

Here are some of the finest Instagram videos from January 2014, or Instavids as nobody in their right mind calls them.

I’ve been doing a monthly round-up of the best branded Vines for some time now (here’s the latest edition: best branded Vines of January 2014) and I thought that in the interest of balance, I’d do the same for Instagram’s eight month old social video tool.

I’ve explained the difference between the platforms in Instagram’s 15 second video vs Vine’s six seconds and at the time of writing that article, October 2013, brands absolutely dominated Instagram’s video service with 40% of the 1,000 most shared Instagram videos being from brands.

In 8th Bridge’s latest Social Commerce report it’s revealed that, out of 872 brands surveyed, 69% of brands have adopted Instagram since its launch in 2010.

Mr Porter underlines its luxury credentials with impressive new iPad app

Online clothing retailer Mr Porter has launched a new iPad app, The Tux, that acts as guide for men preparing for a formal party.

It’s packed full of video content and hi-res imagery that gives the user advice on how to pick the right tuxedo and accessories, as well as educating them on the correct way to behave on formal occasions.

The focus on entertainment mirrors the functionality of an iPad app that Net-A-Porter launched in August, and highlights that fact that the brand view tablets as a valuable tool for growing the brand as well as driving sales.

But while the Net-A-Porter app focused on women’s fashion in general, Mr Porter’s solely deals with content around tuxedos.