‘Tis the season to be jolly...and send out seasonal campaigns to your customers. The marketing sandwich of the Cyber Weekend and Christmas is a prime period to showcase your products and the festive spirit. We’ve been keeping a keen eye open on great campaigns from Black Friday and drumming up excitement in the run up to the 25th. As this period ramps into full effect, it gets overwhelmingly busy. In our efforts to get messages out as quickly as possible, it can be tempting to send batch-and-blast emails that aren’t personalised or don’t have the added flair that makes your brand stand out ..read more

As retail marketers you want any content you produce to reach as many customers as possible; you also want to be showcasing the brand identity via the creative editorial pieces you send out or have on your site. While this may look amazing in their inbox, it’s important to ask -  is your content offering helpful to customers? Taylor, Marketing Director of Tortuga noticed a trend within content marketing that is halting retailers from making impactful content. We've taken her 3 key actions, as shared during her keynote, on how to create content that matters. “Every piece of content you put out ..read more

Podcasts are a growing form of communication. Everywhere you look there’s another being created, serving a wide or very specific audience, and as noted at our conference and in our census, the tastes of consumers and the free -time they have is changing. There are 750,000 active podcasts in 2019 alone, with over 30 million episodes online now. So, you're probably wondering "Why on earth would you want to be podcast #750,001?" Well, there are no podcasts specifically for retail marketers with knowledge being shared by actual retail marketers; so, we said "Hey, we should make that!". And thus Th ..read more

As a retail marketer you want to provide your customers with “great” experiences. This much is obvious,but lies behind amazing customer experiences?  We spoke to 4,000 consumers about their expectations, likes and dislikes in our latest piece of research, which you can download from the Ometria Academy. Here are the top 3 takeaways ..read more

The doors of Printworks have closed to Lifecycle this year, but the new information and salient talking points from the keynote speakers are sure to still be buzzing in everyone’s ears. Whether discovering how to empower your team to drive brand identity or the actual impact of your irrelevant messages on your customers - this year, each keynote drove home new food for thought. Below, we’ve picked 5 from the first day of the conference and their top takeaways ..read more

  We know that as a marketer your job involves wearing many hats, some hats that you didn’t expect to have on. These skills gaps can sometimes impact your want to create campaigns that match the expectations of your brand, and sometimes can cause a lag in getting campaigns out the door. Ever wondered about that code that makes your emails beautiful but are too afraid to look into the backend? This blog post will break down the simple tweaks you can make without the need of an engineering or design team ..read more

  In our latest download, ‘The Black Friday Survival Guide’ we go into depth about the importance of preparation for the Cyber weekend, and how it makes all the difference. When it comes to deliverability, having all your inbox ducks in a row is equally key to success during one of the busiest retail periods of the year. We’re all familiar with one of the mammoth struggles - creating all your multiple campaigns, but the next hurdle is making sure they’re actually received (because your competitors will also be flooding their inboxes during Black Friday). So, how do you ensure the campaigns y ..read more

Pottery brand Emma Bridgewater, with its various collections and customisable items, has established itself as a firm favourite amongst customers who want personalised and beautiful crockery to adorn their homes or gift to friends.  Based at the same location, Stoke, since its conception in 1985, Emma Bridgewater adds a special touch as a gift or purchase for its shoppers. With more customers on-the-go and its expansion into water bottles and seasonal gifts, the pottery brand is a long-lasting purchase in an age of multiple choice.  Customers want to know that their decision to remain shoppi ..read more

For this post, Ometria’s email marketing consultant, Rita, offers advice on how ecommerce marketers today can go about (a) identifying inactive customers, and (b) re-engaging them.  In an ideal world, all of your contacts would be engaged and consistently purchasing from you – but this isn’t the case; it does however present opportunities for retail marketers to both advance and diversify their methods for encouraging customers to spend with them.  How do you keep customers engaged and what should you do once they become ‘inactive’? Again, in this ideal world, there would be more new custome ..read more

Wassif is the in-house HTML developer working to create memorable customer emails. In this guest post he discusses how to make the most out of your emails when you don't have an in-house HTML design team and the three principles he practices to keep email design quick but impactful.  An important aspect of providing truly tailored experiences for your customers is creating email templates. This aspect of campaign building is often dreaded as it’s time-consuming and poses a challenge when you have various regions and customer groups. For marketers with no in-house design team or siloed from ..read more