Lace shifts and dormant lists: a peek at ASOS’ re-engagement campaign

Re-engagement emails are a great way to clean and re-activate dormant parts of your list. It’s also a great opportunity to single out customers and make them feel appreciated and heard. That’s why this ASOS email stood out, they noticed I hadn’t been on their site/opened their emails for a while, which now a lot of companies do, yet their messaging and UX is a little different to most I’ve seen.
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Why personalisation and relevance in email (and everything else) will always be important

Principle 3 – Remember that a person’s name is to that person the sweetest and most important sound in any language.

I’ve been reading (and re-reading) ‘How to Win Friends and Influence People’ for about half a year now – although a lot of it is common sense, it’s still one of those books you wish you would have read sooner. Although I don’t agree with parts of the book, there is one chapter (6) in particular I have visited quite a few times because it speaks to the email, and general, marketing geek in me. If you’re familiar with the text, which odds would say you will have at least heard of it (first published in 1936, selling over 30 million copies), you probably know this section as ‘Six ways to make people like you’. In brief, Carnegie tells us about then politicians and CEO’s that could attribute a lot of their success to people skills, as simple as remembering names and birthdays. Seriously, this stuff would supposedly win elections. The chapter links a lot of similar principles together. Marketers can get so wrapped up in tactics and goals that they forget how far being kind and taking a genuine interest in someone, actually goes. No matter what customer profile you’re targeting, human nature & psychology (more or less) stay the same.
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Exploring Snapchat for Email Marketers

Elliot and I went to #TheBestMarketingEventEver last week and we came away with a fair few tips from Gary Vaynerchuck and co. One of them being, ‘no matter how much you dislike the thought of using Snapchat as a business, you should probably be getting used to it’. We came back to the studio and got the team involved…

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#TEDC15: It was all a email

We at ActionRocket were lucky enough to attend and speak at both Boston & London this year. Both events were superbly structured, with great speakers and a diverse range of topics covered. We couldn’t see every single presentation, but here are just some of the highlights for us:

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Some honest advice about basket abandonment emails

If you’re an ecommerce company (or you work at one), you’ll know the struggle of getting your checkout process seamless and as user-friendly as possible. You may also be aware that the average basket abandonment rate is around 70%. Now, that sounds daunting, but realistically some of these users had little intention to buy in the first place and there is not much you can do about that (incentivise, you can definitely incentivise). Something made them put those items in their basket, that’s all you can be sure of.

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