tag:econsultancy.com,2008:/topics/email-marketing Latest Email content from Econsultancy 2016-10-26T13:47:53+01:00 tag:econsultancy.com,2008:BlogPost/68447 2016-10-26T13:47:53+01:00 2016-10-26T13:47:53+01:00 12 examples of early Christmas marketing from online retailers Nikki Gilliland <p>Here’s a look at how 12 online retailers are currently promoting Christmas on-site, via email and social.</p> <h3>Boots</h3> <p>Boots is well-known for its Christmas '3 for 2' offer - who <em>hasn't</em> bought their nan/mate/niece a fail-safe boxset of smellies?</p> <p>The health and beauty retailer has been teasing out its 'Gift of Beauty' tagline early this year, promoting it on its homepage and in conjunction with offers on Facebook.</p> <p><img src="https://assets.econsultancy.com/images/0008/0686/Boots_Christmas.JPG" alt="" width="760" height="638"></p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FBootsUK%2Fvideos%2F10154613175348832%2F&amp;show_text=0&amp;width=400" width="400" height="400"></iframe></p> <h3>Soap &amp; Glory</h3> <p>Another retailer that traditionally takes things up a notch at Christmas, Soap &amp; Glory is already promoting its 'Glitzmas' campaign.</p> <p>Boots benefits too, with the inclusion of a link back to the site's aforementioned '3 for 2' offer.</p> <p><img src="https://assets.econsultancy.com/images/0008/0696/Soap_and_Glory.JPG" alt="" width="760" height="737"></p> <h3>ASOS</h3> <p>While ASOS prefers to keep it current with a greater focus on Halloween and Autumn, it does point users towards Christmas with this subtle on-site promotion.</p> <p><em>(For more on this brand, see: <a href="https://econsultancy.com/blog/67823-what-makes-asos-s-online-customer-experience-so-enjoyable/">What makes ASOS's online customer experience so enjoyable?</a>)</em></p> <p><img src="https://assets.econsultancy.com/images/0008/0688/Asos_Christmas.JPG" alt="" width="760" height="435"></p> <h3>Ikea</h3> <p>Likewise, Ikea includes a small promotion for its Christmas shop alongside half term and Autumnal features.</p> <p><em>(For more on this brand, see: <a href="https://econsultancy.com/blog/67694-10-examples-of-great-ikea-marketing-creative/">10 examples of great IKEA marketing creative.</a>)</em></p> <p><img src="https://assets.econsultancy.com/images/0008/0690/Ikea_Christmas.JPG" alt="" width="780" height="486"></p> <p>Having said that, it has already included 'Christmas' as the top category in its drop-down navigation menu.</p> <p><img src="https://assets.econsultancy.com/images/0008/0691/Ikea_Christmas_2.JPG" alt="" width="750" height="407"></p> <h3>Debenhams</h3> <p>Debenhams is one of the only retailers I've seen sending out a dedicated Christmas email in October.</p> <p><img src="https://assets.econsultancy.com/images/0008/0692/Debenhams_Email.JPG" alt="" width="367" height="102"></p> <p>Highlighting the fact that its Christmas shop is now well and truly open, it is an early sign that seasonal promotion will be big again this year.</p> <p><img src="https://assets.econsultancy.com/images/0008/0693/Debenhams_Christmas_email.JPG" alt="" width="500" height="754"></p> <h3>House of Fraser</h3> <p>Unlike Debenhams, House of Fraser has been taking more of a restrained approach, including small promotions at the bottom of its recent emails.</p> <p><img src="https://assets.econsultancy.com/images/0008/0708/HoF_email.JPG" alt="" width="750" height="681"></p> <p><img src="https://assets.econsultancy.com/images/0008/0709/HoF_email_2.JPG" alt="" width="700" height="527"></p> <h3>Jo Malone</h3> <p>Unlike more subtle examples, Jo Malone is one retailer that is already going all out for Christmas.</p> <p>It is already using a site-wide banner to promote its seasonal range. </p> <p><img src="https://assets.econsultancy.com/images/0008/0694/Jo_Malone_Christmas.JPG" alt="" width="760" height="390"></p> <p>Further to this, it is also ramping up efforts with events, nicely promoted on Facebook to encourage customers to get into the spirit.</p> <p><img src="https://assets.econsultancy.com/images/0008/0695/Jo_Malone_Christmas_Event.JPG" alt="" width="760" height="816"></p> <h3>The White Company</h3> <p>Another retailer that has already decked out its halls with Christmas deccies is The White Company.</p> <p><img src="https://assets.econsultancy.com/images/0008/0713/White_Company_Christmas.JPG" alt="" width="760" height="700"></p> <p>As well as its entire homepage being Christmas-themed, it has also published a seasonal edit on its blog to kick off consumer interest.</p> <p><img src="https://assets.econsultancy.com/images/0008/0714/White_Company_Christmas_Blog.JPG" alt="" width="760" height="693"></p> <h3>Lush</h3> <p>Its stores are currently filled with sparkly pumpkins and goth fairies, but Lush has been hinting that the famous Santasaurus is on his way.</p> <p>With teaser posts on Snapchat and Instagram, <a href="https://econsultancy.com/blog/68308-four-things-to-appreciate-about-lush-s-new-app/" target="_blank">it has been using mobile</a> and social media to engage with loyal fans.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">If you go down to Lush today you'll be in for a <a href="https://twitter.com/Snapchat">@Snapchat</a> surprise. <a href="https://twitter.com/hashtag/Lush?src=hash">#Lush</a> <a href="https://twitter.com/hashtag/lushchristmas2016?src=hash">#lushchristmas2016</a> <a href="https://t.co/7O83tD6DmW">pic.twitter.com/7O83tD6DmW</a></p> — LUSH Cosmetics UK (@LushLtd) <a href="https://twitter.com/LushLtd/status/782212868871684097">October 1, 2016</a> </blockquote> <p><img src="https://assets.econsultancy.com/images/0008/0710/Lush_Christmas_Instagram.JPG" alt="" width="760" height="563"></p> <h3>Urban Outfitters</h3> <p>Urban Outfitters has also been using Instagram to promote its popular gift guide, giving users an extra nudge by including the number of days until the big day.</p> <p><img src="https://assets.econsultancy.com/images/0008/0711/Urban_Outfitters_Christmas.JPG" alt="" width="760" height="502"></p> <p><img src="https://assets.econsultancy.com/images/0008/0712/Urban_Outfitters_Gifts.JPG" alt="" width="760" height="603"></p> <h3>John Lewis</h3> <p>Forget the Coca Cola advert - it's arguably not Christmas until you've seen <a href="https://econsultancy.com/blog/67161-is-john-lewis-playing-with-fire-with-its-annual-christmas-advert/">the John Lewis ad</a>.</p> <p>While we're still waiting for it, the department store is currently ramping up the excitement with the launch of its online Christmas shop.</p> <p><img src="https://assets.econsultancy.com/images/0008/0715/John_Lewis_Christmas.JPG" alt="" width="760" height="746"></p> <p>There's a tonne of related content here, including extensive gift guides and planning tools.</p> <p>The below countdown planner helps consumers prepare for the festive season with weekly jobs and to-do lists.</p> <p><img src="https://assets.econsultancy.com/images/0008/0716/John_Lewis_Countdown.JPG" alt="" width="760" height="544"></p> <h3>GHD</h3> <p>Lastly, it looks like GHD is bringing back its successful #sendahint campaign, including the same feature in its dedicated 2016 Christmas category page.</p> <p><img src="https://assets.econsultancy.com/images/0008/0717/GHD.JPG" alt="" width="850" height="554"></p> <p>Allowing users to send an email hinting at the GHD product they'd most like to receive, it's a great example of how to build excitement and increase customer engagement as we head into the festive season.</p> <p>It's also good for data capture...</p> <p><img src="https://assets.econsultancy.com/images/0008/0718/GHD_Send_a_Hint_email.JPG" alt="" width="400" height="771"></p> tag:econsultancy.com,2008:Report/3008 2016-10-20T16:10:00+01:00 2016-10-20T16:10:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/68372 2016-10-17T10:16:43+01:00 2016-10-17T10:16:43+01:00 How Cath Kidston used a Disney tie-up to increase its customer database Nikki Gilliland <p>Here’s a closer look at how Cath Kidston is using marketing techniques to create buzz and increase customer loyalty.</p> <h3>Building excitement through exclusive offers</h3> <p>Cath Kidston’s collaboration with Disney has been hotly anticipated, mainly due to a carefully planned marketing campaign centred around messaging to its email customer base. </p> <p>Choosing to release its Winnie the Pooh designs first, with the rest of the collection set to follow in the coming months, it meant that the brand could successfully build hype and anticipation.</p> <p>Instead of sending notifications to existing subscribers, it set up a separate newsletter specifically for the Disney collaboration, asking customers to sign up to receive exclusive notifications and offers. </p> <p>As well as allowing the retailer to gain insight into its core audience, it also enabled Cath Kidston to build the sense that customers would be part of an ‘insider club’, in turn, increase the chances of future loyalty.</p> <p><img src="https://assets.econsultancy.com/images/0007/9870/Cath_Kidston_welcome_email.JPG" alt="" width="750" height="763"></p> <h3>Meeting global demand</h3> <p>Cath Kidston is a unique brand in that its quirky and quintessentially English range of prints is instantly recognisable, even to consumers outside of its core demographic.</p> <p>Marketed as being ‘affordable luxury’ - its target market is the type of consumer who desires a slice of the Cath Kidston lifestyle.</p> <p>However, while some might use the ‘yummy mummy’ English stereotype, it is clear the appeal reaches far wider. </p> <p>In 2015, the brand saw massive growth overseas, with stores opening everywhere from Spain to Thailand.</p> <p>Recently announcing plans to enter the retail market in India and Latin America, it appears the brand’s distinctly British feel is its biggest selling point.</p> <p>As a result, we can see that while the Cath Kidston's product range and global market has expanded, the brand’s original vision and own identity has stayed firm.</p> <h3>Taking a personalised approach</h3> <p>In signing up to the Cath Kidston newsletter, it's clear that the brand places huge focus on delivering personal and relevant messages to consumers.</p> <p>Alongside a friendly and welcoming <a href="https://econsultancy.com/blog/67149-how-to-create-simple-brand-tone-of-voice-guidelines-for-twitter/">tone of voice</a>, emails even ask customers to ‘get personal’ – giving them a greater sense of control over communication with the brand.</p> <p><img src="https://assets.econsultancy.com/images/0007/9871/Cath_Kidston_let_s_get_to_know_each_other.JPG" alt="" width="780" height="501"></p> <p>Instead of sending blanket emails, Cath Kidston uses data to understand consumer behaviour.</p> <p>From frequency of purchases and location of nearest stores to life stages of the consumer, it takes into consideration individual context to help shape and drive future purchases.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Calling all <a href="https://twitter.com/hashtag/students?src=hash">#students</a>! Enjoy 20% off this evening from 6pm till midnight in our online event <a href="https://t.co/VbyrGZ2Szm">https://t.co/VbyrGZ2Szm</a> <a href="https://t.co/9ILTFRbPhQ">pic.twitter.com/9ILTFRbPhQ</a></p> — Cath Kidston (@Cath_Kidston) <a href="https://twitter.com/Cath_Kidston/status/783290637823143936">October 4, 2016</a> </blockquote> <p>By giving customers <em>exactly</em> what they want - (which, yes, definitely seems to be Disney-themed) - Cath Kidston is a good example of how to keep customers happy now, and ensure they stay that way long term.</p> tag:econsultancy.com,2008:BlogPost/68391 2016-10-13T01:00:00+01:00 2016-10-13T01:00:00+01:00 Ten ways to freshen-up your email marketing Jeff Rajeck <p>So, though it seems like email is working well, companies are not increasing investment in the channel.</p> <p> <img src="https://assets.econsultancy.com/images/0008/0002/1.png" alt="" width="701" height="340"></p> <p>One potential reason for this is that email is a legacy technology and many marketers have become comfortable with how it fits into their organisations.</p> <p><img src="https://assets.econsultancy.com/images/0008/0003/2.png" alt="" width="616" height="379"></p> <p>To others, though, email marketing is still evolving and<strong> there are a number of new best practices which can help even the most jaded email marketer.</strong></p> <p>To find out more about these, we spoke to a number of marketers about email at our recent Digital Cream Sydney and asked for ways to 'freshen-up' a stale email marketing programme.</p> <p>Here are ten tips provided by client-side marketers on the day.</p> <h3>1. Email marketing is a value exchange</h3> <p>One of the first things participants pointed out is that consumers are becoming much more savvy in managing their emails. Often, they pointed out, people have multiple email accounts to manage and ignore commercial emails.</p> <p>Because of this, email marketers should no longer send emails with a simple call-to-action and hope for the best.  </p> <p>Instead, marketers should treat an email as a 'value exchange'. This means that every email sent should answer the customer's unspoken question, 'what's in it for me'. </p> <p>Special offers, exclusive content, and event invites all provide this, according to attendees.</p> <p><img src="https://assets.econsultancy.com/images/0008/0004/email-2.jpg" alt="" width="800" height="533"></p> <h3>2. Email content must be engaging</h3> <p>In addition to providing value to get clicks and opens, marketers must also provide engaging content in order to be read.</p> <p>According to a <a href="https://litmus.com/blog/mobile-friendly-email-september-2016-email-market-share">recent report by Litmus</a>, <strong>email is most often opened on a mobile device.</strong></p> <p>Because of this, noted one participant, <strong>emails are not only in competition with other emails but with everything else available on mobile.</strong></p> <p>So, when writing emails, keep your user's short attention span in mind and make sure that the content is sharp, relevant, and to the point.</p> <h3>3. Use social media to build email lists</h3> <p>Attendees said that organisations still struggle to get email addresses from potential customers.</p> <p>While buying email addresses is now completely out of the question, many are wondering what to do to increase the size of their list.</p> <p>One participant said that social media can help. </p> <p>First off, educational advertising on social media helps drive high-quality traffic to the site. Then offering a free service or valuable information in exchange for an email address can help increase the list size.</p> <p>Also, <strong>if users need to login to your site for any reason</strong><strong>, use a social login.</strong> Then you should be able to get their email address as well as some demographic information.</p> <p>In either case, another noted, the organisation should still use an opt-in email in order to ensure that the customer is okay receiving promotional emails in the future.</p> <p><img src="https://assets.econsultancy.com/images/0008/0005/email-3.jpg" alt="" width="800" height="533"></p> <h3>4. Marketers need to get email data under control</h3> <p>Another way companies can improve their email marketing programmes is to look at the data that they use to measure effectiveness.</p> <p>With so many departments having access to email, <strong>there is often no visibility in an organisation about how many times a customer has been emailed.</strong>  </p> <p>This means that marketers have no way to gauge 'email fatigue', one of the most common reasons for unsubscribes.</p> <p>Also, another participant pointed out, <strong>most organisations do not have clarity on what click, open, and unsubscribe rates they should aim for.</strong>  </p> <p>Some do use industry benchmarks, but attendees felt that these were too general.</p> <p>Email marketers should lead the way on the benchmarks and ensure that everyone who uses email knows what data and targets they should aim for and how they can help to avoid over-emailing customers.</p> <h3>5. A/B testing makes a big difference</h3> <p>Delegates were all enthusiastic about the positive effects of using A/B testing in their email marketing programmes.</p> <p>Things marketers test include: </p> <ul> <li>Email receiver's name.</li> <li>Subject line.</li> <li>Amount of content.</li> <li>CTAs.</li> <li>Frequency. </li> </ul> <p>Out of all those, participants felt that subject line was probably the most important and encouraged others to make testing that a general practice.</p> <h3>6. Use responsive design and video in emails</h3> <p>Emails have changed a lot in the past few years. Now that many people view them on mobile email clients which support rich media, they can include HTML5 design, graphics, and even video.</p> <p><strong>Participants agreed that better-looking emails tend to perform better,</strong> but urged marketers to test emails on multiple platforms.</p> <p>One attendee noted that many email platforms still do not use responsive design as standard and so emails may not render correctly.</p> <p>Another delegate said that video has worked very well for their company, but added that <strong>all video in emails should have subtitles as well as audio.</strong></p> <p> <img src="https://assets.econsultancy.com/images/0008/0006/email-4.jpg" alt="" width="800" height="533"></p> <h3>7. Use preference centres, but be careful</h3> <p>Participants said that email marketers should use web pages where customers can update their preferences, also known as 'preference centres'.</p> <p>They can help brands keep subscribers who were about to unsubscribe and get feedback from those who do.</p> <p>Poorly-designed preference centres, however, can cause customer frustration.  </p> <p>Delegates warned that <strong>requiring customers to login to make changes or offering overwhelming options can turn what should delight customers into something which destroys brand loyalty.</strong></p> <h3>8. All employees who use email marketing should be trained</h3> <p>As email marketing has become more widely-understood in organisations, the use of the channel has become more widespread.</p> <p>What this means is that in many organisations, people who are not familiar with marketing principles often send out campaigns without abiding to the principles of good data management and integrity.</p> <p>At best this means that customers will get too many irrelevant emails and at worst, one participant warned, the organisation may be blocked by major email providers for spam.</p> <p>Because the stakes are so high, <strong>anyone who has permission to launch a campaign should be trained in email marketing</strong>.  </p> <p>At the very least they should understand email design, copywriting, audience management, and relevant spam laws.</p> <p><img src="https://assets.econsultancy.com/images/0008/0007/email-1.jpg" alt="" width="800" height="533"></p> <h3>9. Enterprise-grade email systems are becoming standard</h3> <p>Most participants on the day said that they use, or are in the process of buying, enterprise-grade email systems.</p> <p>Products mentioned included Salesforce, Oracle, and Adobe all of whom include email within their marketing clouds.  </p> <p>Mailchimp was mentioned as a high-quality product for those companies who do not send massive amounts of emails.</p> <p>Along with buying these systens though, attendees said that <strong>marketing teams need to allocate resources to learn and use the system properly.</strong></p> <p>Without proper training, one warned, the advantages of having an enterprise-grade email system will not be realised.</p> <h3>10. Email is not the future</h3> <p>Interestingly, many delegates were keen to point out that email is a legacy technology and will probably not grow in influence.</p> <p>This is because consumers now have so many other ways to find information out about brands and keep in touch with customer service.</p> <p>This means that <strong>email marketers should start to see what other services they can integrate with emails</strong>, such as <a href="https://econsultancy.com/blog/64255-why-do-online-retailers-need-live-chat/">online chat</a>, in order to keep their skills current.</p> <p>That said, another participant pointed out that email will probably never go away completely.</p> <p>To back that up, they pointed out that we still receive physical, direct mail from brands to this day.</p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank all of the marketers who participated on the day and especially the moderator at the Email Marketing table, <strong>Monica Villate Escobar, Marketing Manager at Ventura Health</strong>.</p> <p>We hope to see you all at future Sydney Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0007/9893/hosts.jpg" alt="" width="800" height="533"></p> tag:econsultancy.com,2008:BlogPost/68379 2016-10-05T15:41:26+01:00 2016-10-05T15:41:26+01:00 How retailers are increasing sales with personalised, cross-device ad targeting Nikki Gilliland <p>Highlighting how retailers are targeting the smartphone generation, he spoke about the technology-driven tactics used by businesses to generate results.</p> <p>Here’s a summary of what he said:</p> <h3>Recognising the rise of the smartphone</h3> <p>With mobile making up 72% of our ‘digital moments’, it is important for brands to recognise that consumers not only turn to smartphones for personal and practical purposes – but to enhance moments of comfort too. </p> <p>According to Rakuten’s research, 89% of people say they glance at their smartphones while partaking in a relaxing activity such as watching television or going for a walk.</p> <p>Likewise, smartphones are great companions for other consumer-driven activities like shopping.</p> <p>92% of people use their mobile to enhance the shopping experience, for example to research products or read reviews etc.</p> <h3>Tailoring a mobile-first approach</h3> <p>Further to this notion of being constantly connected, Nick spoke about how retailers are beginning to implement mobile-first strategies.</p> <p>This does not mean mobile-only, as consumers do not operate in silos. </p> <p>However, it does mean concentrating on mobile as the first port of call.</p> <p>An example of a brand that has successfully executed a mobile-first strategy is Papa John’s.</p> <p>In order to increase awareness about the opening of a new outlet in York, the retailer undertook a campaign ensuring those three familiar principles: the right time, the right place and right message.</p> <p>Combining a localised and cross-device strategy, it targeted mobile customers within a three-mile radius of the new store. </p> <p>It then followed up on this by retargeting the same customers on other devices after they had left the area. </p> <p>With results showing a £22.10 ROI on cross-devices, this shows the power of relevant targeting.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Are you thinking about 'mobile moments'? On average there are 8.4 connected devices in the UK <a href="https://twitter.com/hashtag/FOM16?src=hash">#FOM16</a> <a href="https://twitter.com/hashtag/RakutenMarketing?src=hash">#RakutenMarketing</a> <a href="https://t.co/zvdDCKVWmp">pic.twitter.com/zvdDCKVWmp</a></p> — Rakuten Marketing UK (@RakutenMKTG_UK) <a href="https://twitter.com/RakutenMKTG_UK/status/783629293175865344">October 5, 2016</a> </blockquote> <h3>Using social media ‘moments’ to capture interest</h3> <p>Today, Facebook is undoubtedly the most dominant social media platform in the UK, with 50% of mobile users having an account.</p> <p>As a result, Facebook mobile ads provide a massive opportunity for marketers, especially seeing as 33% of consumers say they don’t mind seeing adverts as long as they are relevant to them.</p> <p>Kurt Geiger is a brand that is keen to target the younger generation, and due to this chooses Facebook to drive awareness of its brand and increase engagement.</p> <p>Aiming to capture a young audience, it designed a campaign that would grab the attention of consumers absent-mindedly scrolling through Facebook. </p> <p>Through placing dynamic product ads on the platform and retargeting across devices, engagement soared massively, with the brand seeing a 47% uplift in return on adspend. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Four tips on how to gain the competitive edge from Nick Fletcher <a href="https://twitter.com/hashtag/FOM16?src=hash">#FOM16</a> <a href="https://t.co/sCImXw87zN">pic.twitter.com/sCImXw87zN</a></p> — Rakuten Marketing UK (@RakutenMKTG_UK) <a href="https://twitter.com/RakutenMKTG_UK/status/783633609861304320">October 5, 2016</a> </blockquote> <h3>Seizing and identifying online to offline opportunities</h3> <p>Lastly, Nick highlighted the growing need for retailers to consider the consumer journey across all touchpoints.</p> <p>With most brands basing their marketing on the online-only behaviour of consumers, many miss out on insight and opportunities elsewhere.</p> <p>After all, the customer journey does not begin and end online.</p> <p>Granted, it might start with a browse on an ecommerce website, but there are many offline moments, such as browsing in-store and reading brochures that many marketers fail to recognise.</p> <p>Virgin Holidays is one brand in particular that has made strides by joining up the consumer’s online and offline behaviour.</p> <p>Instead of sourcing data from newsletter signups alone, it collects customer email data across all touchpoints – from when a consumer signs up on the website to when they collect brochures or make a purchase in-store. </p> <p>Consequently, this allows the brand to target customers with greater personalisation, and in turn, convert online browsing behaviour into offline purchases - and vice versa.</p> tag:econsultancy.com,2008:BlogPost/68189 2016-08-19T14:50:31+01:00 2016-08-19T14:50:31+01:00 There’s life in the old tablet dog yet: stats Saima Alibhai <blockquote> <p>I can’t see anybody who needs a laptop buying an iPad, and I can’t see people using it as a smartphone either.</p> </blockquote> <p>While the iPad was not the first tablet on the market, it turned out to be a trailblazer for an entire device category, successfully establishing tablets as the perfect mid-way device between a smartphone and a laptop.</p> <p>Our research recently found that 60% of UK adults now own a tablet – that’s as many as 22.8m of us.</p> <p>It’s impressive to think that, in just six years, we have disregarded any reluctance we may have initially had and embraced the tablet into our lives. </p> <p>The iPad is still the fastest selling Apple product of all times with more than 225m sold in the first five years –  that's quite something up against the iPhone and iPod.</p> <p><img src="https://assets.econsultancy.com/images/0007/8286/ipad_usage.jpg" alt="" width="848" height="565"></p> <p>But a new generation of alternative devices, namely larger smartphones and smartwatches, may herald its end.</p> <p>I have recently seen articles talking about <a href="http://www.ibtimes.com/tablet-dead-usage-declines-first-time-teenagers-stick-smartphones-2376684">the death of the tablet</a>.</p> <p>Is the tablet the modern day equivalent of Concorde - an amazing, ubiquitously famous innovation but whose time and place in the world was ultimately limited and pertinent to a particular era? </p> <p>In fact, tablet shipments are expected to <a href="http://www.businesswire.com/news/home/20160602005370/en/Tablets-Set-Return-Growth-2018-Driven-Emergence">decline 9.6% year on year in 2016</a>. But we found that British consumers still use tablets to shop.</p> <p>The UK (60%) not only has a higher level of tablet ownership than Australia (54%) or the US (57%), but also British consumers use the device more frequently when making a purchase (34%), compared with the US (25%) and Australia (19%).</p> <p><a href="http://mkto.bronto.com/BrontoResources_Whitepapers_Guides.html">We also found that in the last 12 months</a>, the time UK consumers spend shopping on their tablets has increased by a healthy proportion (48%), topped only by smartphones (54%).</p> <p>Some sources suggest that younger age groups barely use tablets at all because of the huge appeal of smartphones, but our research shows the age group with the greatest propensity to purchase via tablet is 25-34 (39%).</p> <p>Tablets also prove popular in the Baby Boomer generation which embraces the device category’s unique combination of a mobile operating system on a large screen.</p> <p>Twice as many UK consumers aged over 55 (22%) use tablets for online purchasing than their US (11%) and Australian peers (11%).</p> <p><img src="https://assets.econsultancy.com/images/0007/8287/ipad.jpg" alt="" width="848" height="565"></p> <p>With a third of UK consumers shopping on tablets, the gadget is still a crucial part of the device puzzle.</p> <p>No matter whether customers are using a smartphone, smartwatch, laptop or indeed a tablet - it’s very important to cater to everyone.</p> <p>The shopping and purchasing experience with your brand needs to span all the devices used by your target audience.</p> <p>So track closely which devices your customers use to visit your website or open your emails. Monitor the differences in device usage over the day.</p> <p>For example, if your ecommerce store shows a peak in smartphone traffic in the morning when people browse on their way to work, target your email sends accordingly.</p> <p>Also analyse when, and on which device, customers make the actual purchase.</p> <p>Many people prefer to buy on a larger device, such as a tablet, laptop or desktop, when they’re at home in the evening. </p> <p>Understanding the specifics of your audience and adjusting strategies accordingly will ensure that the shopping experience, from browse to buy on whatever device, is seamless, tailored to your customers and drives results.</p> tag:econsultancy.com,2008:TrainingDate/3017 2016-08-11T11:19:59+01:00 2016-08-11T11:19:59+01:00 Intensive: Mastering eCRM <p>Implementing a robust CRM strategy delivers vastly improved effectiveness in your marketing programmes. This three day course will help you understand how CRM can help your business and give you the practical skills to apply and assess CRM techniques in the real world.</p> <p>Econsultancy’s intensives are three-day programmes offering you a deep dive into specific digital disciplines. With content drawn from our academically accredited digital certificates, the intensives offer the practical training without the need for long term commitment.</p> <p>Intensives:</p> <ul> <li>Are led by practitioner trainers</li> <li>Include access to resources to support the training</li> <li>Allow delegates to implement and evaluate what they’ve learnt through ‘homework’ and trainer feedback after training</li> <li>Lead to an Econsultancy certificate of completion</li> </ul> tag:econsultancy.com,2008:BlogPost/68115 2016-08-05T12:41:03+01:00 2016-08-05T12:41:03+01:00 How can we meet the needs of the multi-device consumer? Saima Alibhai <p>The UK has also seen evolution in the way consumers are browsing, researching and purchasing products, which has opened up new opportunities for retailers looking for additional revenue opportunities.</p> <p>Whilst the daily commute was once a time to read the newspaper, listen to your Walkman or take a nap, the rise of online devices has transformed what we do on the bus or train.</p> <p>The introduction of Wi-Fi into a number of lines on the London Underground has led to <a href="http://www.computerweekly.com/news/450298050/Londoners-go-mobile-shopping-on-the-Tube">39% of passengers making purchases on the tube</a>.</p> <p>A recent study estimates that the <a href="http://www.cityam.com/219305/were-spending-billions-shopping-online-while-commuting">UK is now spending £9.3bn a year online shopping while on public transport</a>, making it one of the most valuable times of the day for ecommerce.</p> <p>Clearly there is no shortage of opportunities to engage customers, but the challenge for brands comes in understanding how they should be adapting to meet the needs of the multi-device consumer to ensure they are in the best position to secure sales.</p> <h3>Recognise the role of smartphones</h3> <p>While smartphone ownership continues to be on the rise, its usage is changing. <a href="http://www.shopsafe.co.uk/news/traditional-pcs-preferred-for-online-shopping/11572">54% of consumers are using the device more frequently</a> to make purchases in comparison to last year.</p> <p>Perhaps unsurprisingly, this is most prevalent amongst the younger generation, with 65% of 16-24 year olds shopping more via their phone.</p> <p>For retailers, having <a href="https://econsultancy.com/blog/67174-five-best-practice-tips-to-boost-mobile-conversions/">mobile optimised sites</a> is absolutely crucial. Consumers have access to so much choice that a poor mobile experience could lead shoppers to abandon their browsing and shop with a competitor that meets their multichannel expectations.</p> <p><img src="https://assets.econsultancy.com/images/0007/7785/iphone.jpeg" alt="iphone" width="275" height="183"></p> <h3>Don’t discount traditional devices</h3> <p>Whilst we are becoming ever more mobile, traditional devices still hold a role for customers, particularly when it comes to making a purchase.</p> <p>In fact, more sales are still being completed via laptop (58%) than smartphone (37%), so be mindful to reflect this in your ecommerce strategy. In addition to laptops, <a href="http://mkto.bronto.com/BrontoResources_Whitepapers_Guides.html?campaignid=WS_WP-MultiDeviceOwnership_UK&amp;source=Whitepapers&amp;asset=MultiDeviceOwnership_UK&amp;leadsource=Website&amp;Whitepaper%20Interest=MultiDeviceOwnership_UK">desktops are still used for shopping by 41% of consumers over 55</a>; a valuable source of revenue given that this age group tends to have a higher disposable household income.</p> <p>Staying close to customers and using data insights to understand how they are using their devices will help signpost how and when you should be communicating with them. This will enable you to create the simplest path to purchase.</p> <h3>Make the experience seamless </h3> <p>UK shoppers are using multiple devices for browsing but when it comes to making the actual purchase, they rely on a smaller number of gadgets.</p> <p>On average, consumers are using 2.7 devices to get online, <a href="http://www.directcommercemagazine.com/news/web-mobile/smartphone-ownership-buying-online">but only 1.6 devices to make a purchase</a>, highlighting the importance in delivering a consistent and seamless experience that allows them to move between devices.</p> <p>Remarketing strategies such as cart and browse abandonment reminder emails play a critical role, allowing you to re-engage customers who leave your website with the potential intention to complete the purchase later on a different device. </p> <p>Of course, brands must remain mindful of integrating the online- with the in-store experience. Research shows that <a href="http://directcommercemagazine.com/news/web-mobile/smartphone-ownership-buying-online">whilst 22% of UK consumers have shopped less in physical stores</a> in the last year, 26% have shopped more frequently.</p> <p>Location-based email tactics can be particularly valuable in connecting online and offline. For example, when you recommend products based on the customer’s browse behaviour, include information on item availability in the closest local store. Perhaps even include a special offer to encourage them to visit that shop. </p> <p><img src="https://assets.econsultancy.com/images/0007/7786/store.jpg" alt="store" width="500"></p> <h3>Keep tracking evolving behaviours</h3> <p>As technology continues to evolve, so will consumer shopping behaviour. Ensure you are in sync with how your customers are browsing and purchasing.</p> <p>For example, research has shown that wearables are currently owned by just 5% of the population, but that <a href="http://mkto.bronto.com/BrontoResources_Whitepapers_Guides.html?campaignid=WS_WP-MultiDeviceOwnership_UK&amp;source=Whitepapers&amp;asset=MultiDeviceOwnership_UK&amp;leadsource=Website&amp;Whitepaper%20Interest=MultiDeviceOwnership_UK">30% of owners have shopped via their wearable more frequently</a> in the last year. So be flexible to adapt to your customers and continually identify innovative ways to meet their shopping needs. </p> <p>Consumers today are spoilt for choice when it comes to how, when and where they shop. With the multi-device consumer come multiple opportunities for you to engage them and drive revenue growth.</p> <p>However, the benefit of this expanding device universe will only be realised if you have a clear understanding of individual shopping behaviour and can adapt accordingly.</p> <p>It comes down to making effective use of customer data to deliver the seamless experience that customers have now come to expect. </p> tag:econsultancy.com,2008:BlogPost/68058 2016-07-12T14:51:07+01:00 2016-07-12T14:51:07+01:00 Has Amazon Prime Day 2016 made up for 2015’s #PrimeDayFail? Nikki Gilliland <p>Despite some initial fanfare, social media was soon flooded with complaints about laughable discounts and naff products, with consumers gleefully using the hashtag #primedayfail to highlight everything that went wrong.</p> <p>Today, the sales event is back, with Amazon promising even more bargains to tempt consumers.  </p> <p>But has Amazon learnt from its mistakes? Here’s the situation so far…</p> <h3>Who’s eligible?</h3> <p>The clue is in the name. The biggest and best deals are only available to Prime members. </p> <p>With last year’s event resulting in the most Prime sign-ups in a single day (and a subsequent 19m US subscribers since) – the event is clearly just a vehicle to grow Amazon's member base.</p> <p>For regular consumers, this has the power to repel rather than pull people in, especially since the retailer has been intent on hammering home the ‘exclusive’ message on all its main email, website and social media copy.</p> <p><img src="https://assets.econsultancy.com/images/0007/6950/exclusive.PNG" alt="" width="700" height="218"></p> <p>It has to be said, there are <em>some</em> deals accessible to all, but they are extremely limited and very hard to find.</p> <p>It took a good few minutes for me to figure out that the ‘Featured Prime Day’ savings were eligible to me (a non-member).</p> <p>And let’s be honest, they’re far from exciting. (Unless vitamins and minerals are your thing...)</p> <p><img src="https://assets.econsultancy.com/images/0007/6942/prime_day_deals.PNG" alt="" width="780" height="243"></p> <p>Ironically, if you’re not a Prime member, you’re the consumer that Amazon probably cares about the most today.</p> <p>However, its heavy-handed targeting means that you might feel more inclined to avoid the whole thing rather than tempted to sign up. </p> <h3>Social promotion</h3> <p>If you follow Amazon on any of its main social media channels, you’ll have seen its attempts at building excitement around the event. </p> <p>A series of countdown tweets and Facebook posts means that the event has been well signposted and cleverly executed.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Only 5 days to go!<a href="https://t.co/pRdR7iWm6z">https://t.co/pRdR7iWm6z</a> <a href="https://t.co/6O9TMNVmmD">pic.twitter.com/6O9TMNVmmD</a></p> — Amazon.co.uk (@AmazonUK) <a href="https://twitter.com/AmazonUK/status/751113558352691200">July 7, 2016</a> </blockquote> <p>While the Facebook ads are slick and well-designed (with a simple and effective call-to-action for a free trial on the main site), the fact that it's so heavily geared around exclusivity surely means that non-Prime members are likely to ignore it.</p> <p><img src="https://assets.econsultancy.com/images/0007/6945/facebook_prime_day.png" alt="" width="550" height="588"></p> <p>In terms of emails, I only received one on the morning of the event itself.</p> <p><img src="https://assets.econsultancy.com/images/0007/6946/Amazon_email.PNG" alt="" width="780" height="522"></p> <p>Instead of promoting the discounts, I did find it slightly off-putting that it only showcased the products – an obvious attempt to get consumers to click through to learn more.</p> <p><img src="https://assets.econsultancy.com/images/0007/6947/Amazon_email_deals.PNG" alt="" width="600" height="772"></p> <p>Whether or not that click converts to a purchase, again, probably depends on Prime membership status.</p> <h3>The discounts</h3> <p>One of the biggest complaints from consumers last year was that the biggest discounts were not properly promoted on the site.</p> <p>Eventually, it emerged that Amazon used a broad algorithm to select the deals, leading to a lot of random items such as tupperware and dishwasher detergent.</p> <p>This year, it’s not entirely clear how it’s been set up, but according to a company spokesperson, Amazon has ‘increased the number of deals and at the same time, increased the volume of inventory behind those deals.’</p> <p>With a dedicated homepage, showcasing a variety of categories and filter options, there is a clear attempt to give the user greater direction.</p> <p>Navigation is simple, with good signposts to point customers in the direction of 'deals ending soon' and 'recommended deals'.</p> <p><img src="https://assets.econsultancy.com/images/0007/6949/amazon_homepage.PNG" alt="" width="780" height="654"></p> <p>In terms of savings, there does appear to be a decent amount of products on offer, with the best being discounts being on electronics and home appliances.</p> <p><img src="https://assets.econsultancy.com/images/0007/6939/prime_day_deals_tech.PNG" alt="" width="780" height="481"></p> <p>However that algorithm must be working its evil magic again... I also spied far too many irrelevant items for my liking.</p> <p><img src="https://assets.econsultancy.com/images/0007/6941/Amazon_deals.PNG" alt="" width="780" height="510"></p> <h3>In conclusion...</h3> <p>It’s probably too early to say for sure if this year’s Prime Day has been any more successful than the last.</p> <p>While clearly an attempt to bag even more Prime memberships, what the retailer fails to realise is that the hype might do more to put people off than draw them in. </p> <p>Similarly, there's already an amusing amount of social media backlash, so Amazon clearly hasn't done much to sort out that algorithm issue.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Thanks <a href="https://twitter.com/amazon">@amazon</a>! This is just what I needed! <a href="https://twitter.com/hashtag/PrimeDayFail?src=hash">#PrimeDayFail</a> <a href="https://t.co/mIiNUs4l6u">pic.twitter.com/mIiNUs4l6u</a></p> — Martin Untrojb (@MEUntrojb) <a href="https://twitter.com/MEUntrojb/status/752805002884898820">July 12, 2016</a> </blockquote> tag:econsultancy.com,2008:BlogPost/67979 2016-06-23T14:27:54+01:00 2016-06-23T14:27:54+01:00 The five steps to an effective and repeatable sales process Shaun Haase <p dir="ltr">The most important thing to remember is to establish clearly defined goals early on to ensure that your sales team is on the same course of action as you.</p> <p dir="ltr">By developing and implementing a strategy that’s consistent across all of your customer segments and touchpoints, your sales team becomes a well-oiled machine that offers the same impeccable service and experience that is in line with your company’s bottom line.</p> <p dir="ltr">Here are five steps to help you get started:</p> <h3 dir="ltr">1. Segment your leads</h3> <p dir="ltr">Organizing your leads is the key to success. Business is done by people, and as such, there is enormous value in noting the unique attributes and preferences of each potential or existing customer.</p> <p dir="ltr">From the industry they’re in, to their communication preferences, remembering the specific needs of each lead helps establish your sales team as more personable, relatable and thoughtful.</p> <p dir="ltr">This level of <a href="https://econsultancy.com/blog/66576-why-make-it-personal-personalisation-vs-contextualisation/">personalization</a> can only be achieved by segmenting your customers, either based on their industry, opportunity or other variables.</p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0007/6380/segment.jpg" alt="" width="545" height="362"></p> <p dir="ltr">Lead segmentation can also help reduce the number of emails sent, increase the open rate for each message and help your sales team gain valuable insight into what does and doesn’t work.</p> <p dir="ltr">Sales teams will be able to cater to customers in a more personalized way, which can lead to higher conversion rates because they feel like a person is reaching out to them, not Mailchimp.</p> <h3 dir="ltr">2. Start with the full cycle in mind</h3> <p dir="ltr">Initiate the sales cycle with communication that’s warm and inviting.</p> <p dir="ltr">The first point of communication should bring awareness of your product to the customer; it’s certainly not the time for a hard sell, though the time for this will surely come.</p> <p dir="ltr">If you jump too early, you’ll be putting yourself at risk of alienating the potential customer even before they’ve had a chance to learn about what you have to offer. </p> <p dir="ltr">Use the first touchpoint to get to know the customer. When you better understand their desires and pain points, you’ll be able to craft a relevant message that speaks to their exact needs.</p> <p dir="ltr">More importantly, see this first step as part of a larger story that’s weaved together through multiple touchpoints.</p> <p dir="ltr">What is the key message you want to convey to this customer? Be brief, to the point and think carefully about a messaging tactic that will resonate with your target audience. </p> <p dir="ltr">You may also encounter customers who are familiar with your product and have already shortlisted you as a viable solution. Don’t be too pushy but do try to feel customers out.</p> <p dir="ltr">Give every customer the opportunity to take action with a simple call-to-action that empowers them to move forward if so desired. </p> <h3 dir="ltr">3. Utilize feedback to refine your pitch</h3> <p dir="ltr">Customer feedback can dramatically enhance the effectiveness of your messaging and communications.</p> <p dir="ltr">By analyzing email open and response rates from previous campaigns along with a customer sentiment audit, you’ll be able to uncover valuable insights on customer interest or lack thereof.</p> <p dir="ltr">If the messaging you’re using is not hitting your engagement targets, take the time to evaluate the issue and <a href="https://econsultancy.com/blog/64116-a-b-testing-software-recommendations-from-four-ecommerce-experts/">try A/B testing</a> different variations of your core message.</p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0007/6381/alphabet.jpg" alt="" width="750" height="472"></p> <p dir="ltr">You might even find that you need to expand your predefined customer segments to ensure that all customers are being ushered down the most effective sales path for them. </p> <p dir="ltr">Utilising existing feedback on your outreach is important when optimizing your sales strategy.</p> <p dir="ltr">You’ll quickly learn which types of messages and approaches work best on each group, and you’ll also be able to better identify which customer segments are proving to be the most valuable.</p> <p dir="ltr">By regularly monitoring and adjusting your communications, you’ll create a much more efficient and lucrative sales pipeline.</p> <h3 dir="ltr">4. Connect with your warmest leads</h3> <p dir="ltr">Once you get further along in your conversations, you’ll have a better sense of which leads are the most promising.</p> <p dir="ltr">It’s now time to connect personally with each of your warmest leads. Offer to connect over a phone call or in person.</p> <p dir="ltr">By doing so, you’ll be able to directly address any potential questions/concerns while creating a deeper connection with each lead.</p> <p dir="ltr">If you’re lucky enough to generate many warm leads and haven’t done so already, you need to be <a href="https://econsultancy.com/blog/64545-what-is-crm-and-why-do-you-need-it/">utilizing a CRM</a> to track and manage these relationships.</p> <p dir="ltr">A CRM becomes increasingly important as the sales process progresses so it’s best you implement one early on.</p> <p dir="ltr">The right CRM will ensure that you are maximizing the conversion potential of your warmest leads. </p> <h3 dir="ltr">5. Don’t be afraid to use incentives</h3> <p dir="ltr">Now that you’ve established rapport with potential customers, it’s time to close the deal. Start by sending a follow-up reminder with the key benefits and solutions of your product/service.</p> <p dir="ltr">At this point, your lead should have all pertinent information about your product/service so keep it short, simple and to the point.</p> <p dir="ltr">If they’re still on the fence, try presenting them with a limited-time promotion to give them an immediate incentive to convert right then and there.</p> <p dir="ltr">Rather than dwelling on the lost revenue from the promotion, consider the potential lifetime value that customers can provide.</p> <h3>In conclusion...</h3> <p dir="ltr">Creating a scalable and repeatable sales process is a relatively straightforward endeavor but the true challenge is remembering to continually adapt your processes to the needs of your customers.</p> <p dir="ltr">When you have a clearly defined process in place, it becomes much easier to scale your sales team and keeps them focused on what they do best: close deals.</p>