eCommerce Email Services

1 We audit the technology stack that you use to make sure you’re using it to its full potential (Shopify, ESP, list growth mechanics, apps for reviews, bundles, loyalty and product discovery)

2 We build a communications strategy that includes automation, segmentation, SMS messages and prioritises what we’ll work on over the coming months

3 We segment your customers based on the RFM model, geo-location, preferences and engagement and any first-party data that we create. For example, for a clothing brand your shirt size, shoe size and favourite colour will be very helpful in segmenting your audience

4 We create an email specific styleguide that will look great on as many inbox types as possible. We can achieve this using Email on Acid, which is an inbox preview testing tool. As there are no standards in HTML for email, unlike the web, we need to design campaigns that will look good on the majority of your databases devices

5 We build a marketing calendar that can align the efforts of your other channels into a cohesive plan

6 We make sure the top converting email automations are turned on and humming, and that we include SMS messages sparingly in these sequences. Then we build marketing automation for all touchpoints in the customer lifecycle (see diagram below for some brief examples). These are always on, converting customers in the background. A few examples include transactional notifications, tracking, repeat purchase reminders, VIP rewards for lifetime spend, retargeting product views, welcoming subscribers, checkout abandonment, cross-sells and activating dormant customers who have not purchased in a while. There is an unlimited number of automations that we can create.

7 Now we can convert customers who sign up to the list, we make sure there are as many ways to grow your list as possible. Often, this will include monthly competitions, Facebook lead generation, or co-promotion with other brands databases.

8 We always optimise and adjust our plan as the constant feedback that our analytics gives us, increases our insights into how customers are interacting with your content. This often includes A/B testing content and calls to action.

9 We review monthly benchmarks against other brands in your niche on email opens, clicks, bounces, unsubscribes and deliverability. This helps us know if we’re sending too many emails, or if our segmentation needs to be tweaked

10 We often install and customise complementary apps for reviews, loyalty, product discovery, rewards, tracking, wishlists and bundles as these are a logical extension of the touchpoints in the customer lifecycle that we’re targeting