Dotdigital is a powerful marketing automation platform that empowers ecommerce brands to deliver exceptional customer experiences. Here’s why Dotdigital’s ecommerce personalization features are a perfect fit for your business:

Create seamless cross-channel experiences

Today’s customers expect a consistent experience across all touchpoints, from website visits to emails and Today’s customers expect a consistent experience across all touchpoints, from website visits to emails and mobile apps. Whether they’re browsing your website, opening your marketing emails, or engaging with your mobile apps, the interactions should feel cohesive and personalized. 

With Dotdigital, you can design and create personalized campaigns that resonate across multiple channels—so that your messaging aligns perfectly. You can seamlessly integrate email marketing with an intuitive editor and dynamic content, utilize SMS messaging for direct mobile engagement, create personalized website experiences, and implement social media retargeting through Facebook and Google. 

Here’s how Dotdigital helps you create cross-channel experiences:

• Email: Create personalized email campaigns on Dotdigital and tailor messages based on customer behavior and preferences.
• SMS: Utilize direct mobile engagement for time-sensitive offers or important updates, reaching customers instantly.
• WhatsApp: Leverage this popular messaging platform for more personal, conversational customer interactions.
• Live chat: Provide real-time support and personalized recommendations directly on your website.
• Push notifications: Send targeted alerts to mobile devices, keeping customers informed about relevant offers or updates.
• Social media: Implement retargeting through platforms like TikTok, Facebook, and Google, reinforcing your messaging across different touchpoints.

Imagine a customer receiving an email showcasing a product they recently viewed on your website, followed a short time later by a targeted push notification about a special offer for that same item via your mobile app. This kind of experience not only captures the customer’s attention but also drives them toward a purchase, significantly enhancing conversion rates. 

“Dotdigital allows you to do pretty much anything you need for email marketing. You can create programs, one-off email campaigns, and there is a lot of personalization. I use Dotdigital every day in my work life. Whenever there is something I’m unsure about, I can use the live chat function to speak to someone within minutes. Everything was easy to set up and integrate into our existing marketing.”

– Leon McKenzie, Copywriter – Pass Me Fast 

Website personalization made easy

With Dotdigital, you can create customized website content that’s tailored to your shopper’s preferences. This personalization ensures that your visitors are presented with the most relevant products and offers. 

Here’s how Dotdigital’s Fresh Relevance can elevate your ecommerce strategy:

• On-site popovers: Show targeted messages or offers based on user behavior, like exit-intent popovers or welcome messages for new visitors.
• Dynamic content: Create personalized, real-time content based on user data, preferences, and browsing history.
• Behavioral targeting: Customize the user experience using customer data, real-time actions, and historical behavior on your site.
• Website optimization: Continuously enhance your site’s performance and user experience through A/B testing and data-driven insights.

Let’s say your customer frequently buys skincare products. When they visit your website, Dotdigital can dynamically create compelling web content personalized to their interests. This might include showcasing new skincare arrivals, offering bundle deals on their favorite brands, or providing personalized skincare tips. 

This tailored approach not only enhances the customer experience but also drives upselling and cross-selling opportunities, boosting your average order value and fostering customer loyalty.

“Dotdigital has been an absolute game-changer for our marketing efforts. Their database management system is robust and user-friendly, and the automation creation tools are intuitive and incredibly powerful. I’ve also been impressed by their seamless external data integration, which has made our campaigns more personalized and effective.”

– Lewis Yoole – Ecommerce – Lowes Manhattan

Target smarter, not harder

PePersonalization isn’t just a trend; it’s a necessity. To truly connect with your audience, you need to understand them on a deeper level. Segmentation is the key to achieving this. By dividing your customer base into smaller, more targeted groups, you can deliver highly relevant and impactful marketing messages that resonate.

Dotdigital empowers you to segment your audience with precision. With Dotdigital, you can easily categorize your audience into different segments based on a variety of criteria, such as demographics, purchase history, engagement levels, or interests.

Here’s how Dotdigital’s smart targeting can revolutionize your ecommerce strategy:

• Precision segmentation: Easily categorize your audience based on various criteria, including demographics, purchase history, engagement levels, and interests.
• Dynamic segments: Create segments that automatically update as customer data changes, ensuring your targeting remains accurate and timely.
• Behavioral targeting: Tailor your messaging based on specific customer actions, such as abandoned carts or product views.
• A/B testing: Easily test different segmentation strategies to optimize your targeting approach.

For example, let’s say you’re launching a new line of eco-friendly products. Instead of sending a generic email blast to your entire list, you can target environmentally-conscious customers who have previously purchased similar items. By tailoring your message to their specific interests, you can increase the likelihood of conversions and foster stronger customer relationships.

“The platform helps create personalized, multi-channel campaigns with great segmentation and data insights. The drag-and-drop editor makes designing emails simple, and the reporting tools provide valuable performance insights. Overall, it’s a comprehensive solution for effective marketing.”

– Luis Morton, Marketing Manager – Global Insight Conferences

Personalized product recommendations

Dotdigital’s product recommendations analyze customer data to suggest products that perfectly align with individual preferences and purchase history. This intelligent feature not only boosts sales but also significantly enhances customer satisfaction by presenting items tailored to each shopper’s interests.

Here’s how Dotdigital’s product recommendations can transform your ecommerce strategy:

• Personalized product discovery: For customers who often buy the same item, Dotdigital’s AI can review their browsing and purchase history to recommend complementary products.
• Strategic placement: Dotdigital helps you to position recommendations throughout your site, from product pages to shopping carts, ensuring they are highly visible and relevant.
• Dynamic recommendations: The AI adjusts in real-time, refreshing suggestions based on the customer’s current browsing session.
• Cross-selling and upselling: By recommending related or higher-end products, Dotdigital helps boost average order value and introduces customers to a wider selection of your catalog.
• Social proof integration: Pair AI recommendations with social proof elements like ‘customers also bought’ or ‘trending now’ to enhance trust and create a sense of urgency.

Dotdigital creates a shopping experience that feels tailored and intuitive—much like having a knowledgeable sales associate guiding each customer. This level of personalization drives immediate sales and also creates long-term customer relationships, transforming one-time buyers into loyal, repeat customers.so fosters long-term customer relationships, transforming one-time buyers into loyal, repeat customers.

Unify your martech stack

Dotdigital seamlessly integrates with a wide range of marketing tools and platforms, simplifying your marketing efforts and empowering you to deliver a truly unified customer experience. It makes connecting with your existing technology stack easy.

By linking Dotdigital with your CRM, ecommerce platform, and other marketing tools, you achieve a complete 360-degree view of your customers. Whether you’re using popular platforms like Shopify, Magento, or Salesforce, or other industry-specific tools, Dotdigital’s extensive integration capabilities lets you create a unified martech ecosystem tailored to your specific needs. This integrated strategy allows you to run seamless cross-channel campaigns with ease.

Optimize your performance with data-driven insights

Data is key to successful personalization. With Dotdigital’s comprehensive suite of commerce marketing reporting dashboards, you can monitor campaign performance, pinpoint areas to improve, and fine-tune your personalization strategies to achieve better results.

Dotdigital’s retail, customer, and opportunities dashboards provide your team with actionable insights to boost store revenue. You can keep an eye on key metrics such as open rates, click-through rates, and conversion rates, while also tracking ROI through revenue attribution.

The platform helps you to look at customer behavior and preferences, find marketing opportunities at the contact level, and create new target audience lists directly from your data reports. This data-driven approach allows you to sharpen your personalization strategies, spot trends, and get improved outcomes across all your marketing initiatives.

First-class support

Dotdigital is dedicated to delivering exceptional support that goes beyond basic customer assistance. We offer a comprehensive support package designed to empower your marketing team and drive growth, distinguishing us from other ecommerce personalization services.

At the heart of Dotdigital’s support offerings is our industry-leading 24/7 phone support, with an average response time of just 20 seconds, as well as live chat support that responds within one minute. This ensures you receive prompt assistance whenever you need it. Additionally, Dotdigital provides specialized training, creative support, and access to a network of top-tier service partners to enhance your marketing efforts and maximize your return on investment.

Depending on your package, you may be assigned a dedicated Customer Success Manager (CSM) who will act as a trusted advisor. They will work closely with you to understand your unique business goals and help you fully leverage Dotdigital’s capabilities.

Whether you need assistance with implementation, have questions about features, or require strategic advice, Dotdigital’s knowledgeable support staff is prepared to provide the help you need to efficiently and effectively achieve your marketing objectives.

“Working with Dotdigital’s Professional Services team, Nutri Advanced has created a very successful fully automated four-stage email engagement program.”

– The Nutri Advanced team 

Choose Dotdigital today

Are you ready to take your ecommerce business to the next level with personalization? Dotdigital is here to help. With our robust ecommerce personalization platform, you can craft tailored experiences that enhance customer engagement, increase sales, and build lasting relationships.

In this ultimate guide to cross-channel personalization, we will explore effective strategies and tools that can help you deliver tailored experiences that resonate with your audience.

Whether you aim to boost engagement, increase sales, or build lasting customer relationships, understanding the principles of cross-channel personalization is essential for transforming your customer experience.

What is cross-channel personalization?

Cross-channel personalization goes beyond just sending personalized emails. It’s about crafting a seamless and cohesive experience that connects with customers across all platforms—be it email, SMS, website, mobile apps, or even in-store interactions.

By leveraging customer data and past interactions, you can deliver experiences that are relevant and engaging for each individual. This could mean recommending products based on their purchase history, sending targeted promotions through their preferred channels, or providing personalized support based on their past inquiries.

Key strategies for effective personalization

Here are some key strategies you can use to kick off your personalization strategy: 

Data collection

Collecting and analyzing customer data is important for understanding your audience. You can collect zero-party and first-party data to gather valuable insights directly from your customers. 

Zero-party data is information that customers voluntarily share with a brand. This can include preferences, interests, and feedback. You can build trust and gather highly relevant data by proactively asking customers for their input.

First-party data is collected from email clicks, your website, or an app. It includes information such as browsing behavior, purchase history, and demographics. Implementing a simple script on your website can quickly enable you to collect this data. With a solid data collection strategy in place, you can harness the potential of cross-channel personalization. 

Data analysis

After collecting important data, the following step is to perform a thorough analysis. By unifying data from across your CRM, ecommerce store, automation platform, and more, you can gain clear insight into your customers’ preferences and behaviors.

The expansion of AI functionality in recent years means it’s easier than ever to analyze data and create bespoke customer experiences. You can use predictive analytics to make educated guesses about your customer behavior. 

This includes when your customers are most likely to purchase again or to identify those who are at risk of churning. This enables you to deliver timely and personalized recommendations that drive customer engagement and boost sales.

Customer segmentation and targeting

Once you have a solid understanding of your customers, it’s time to segment them into smaller, more targeted groups. A powerful method for customer segmentation is eRFM (engagement, recency, frequency, monetary) customer modeling. This method provides a comprehensive view of your customer’s value and potential.

By tailoring your messaging to specific segments, you can deliver more relevant and impactful content. For example, you might send personalized product recommendations to frequent shoppers or offer exclusive discounts to first-time buyers.

Creating a consistent brand voice

A consistent brand voice is essential for building trust and recognition. This means using the same tone, style, and language across all your marketing channels. Develop clear brand guidelines that outline your brand’s personality, values, and messaging. By adhering to these guidelines, you can ensure that your brand’s voice is consistent and authentic, no matter the platform.

How to personalize across channels

Cross-channel personalization is all about creating a smooth and consistent experience for customers across different platforms. Here are some effective strategies to make every interaction feel personal and customized.

Cross-channel coupons

Using cross-channel coupons is a great way to enhance engagement and drive sales at various touchpoints. Set up a unified coupon system that generates and tracks offers seamlessly across all channels.

Each coupon can be tailored to a customer’s behavior and their current stage in the buying journey. For example, a new visitor to your website might encounter a pop-up inviting them to share their email in exchange for a discount for first-time customers.

On the other hand, a returning customer could receive a targeted email featuring a different discount to encourage another purchase. If you operate a physical store, think about using QR codes to connect your physical and digital channels, making it easy for customers to redeem their coupons.

Product recommendations

Imagine walking into a store and being greeted by a sales associate who presents you with exactly what you’ve been looking for. Personalized product recommendations can replicate this experience. By analyzing user behavior across various channels, you can create a list of tailored product suggestions.

Whether customers are browsing your mobile app or checking out your website, presenting them with relevant items boosts the chances of conversion. The key is to keep your recommendations current and responsive to their evolving preferences and needs.

Dynamic content

Dynamic content can tailor your message based on the viewer. By updating visuals and messages in real time according to user preferences, you ensure that what you present remains relevant.

From email newsletters to website banners and app interfaces, personalized experiences can significantly boost user engagement. Dynamic content keeps the experience fresh, making customers feel that every interaction is uniquely theirs.

Recently browsed

Helping users continue from where they left off is a powerful strategy. Displaying recently browsed items across different channels serves as a convenient reminder of what caught their interest, simplifying their buying decisions.

If they checked out a new pair of sneakers on their desktop or explored some gadgets through your mobile app, showcasing these items during subsequent visits or on other platforms can gently encourage them to make a purchase.

Social proof

Incorporating social proof into your cross-channel strategy can greatly enhance your success. A study by Trustpilot has shown that 66% of customers are more likely to purchase a product when they see evidence of social proof, making it an essential tool for brands.

However, our Hitting the Mark research indicates that only 19% of brands feature user-generated content (UGC) and reviews on their home pages, while only 26% utilize social proof on conversion pages. Displaying reviews, ratings, and testimonials throughout all interactions with your brand fosters trust and encourages customer action.

Seeing a thumbs-up from a friend or reading a glowing customer review on an item they’ve been eyeing can significantly influence users’ purchasing decisions. Integrate these elements seamlessly into emails, apps, and websites, ensuring customers encounter positive feedback at every touchpoint.

Push notifications

Push notifications can serve as a helpful reminder that encourages browsing to turn into purchases. Customize these messages to add value, whether it’s a nudge about an abandoned cart or a special offer tailored to previous purchases.

It’s important that these notifications resonate with user interests and behaviors, ensuring that customers stay engaged without feeling bombarded. Striking the right balance is essential—provide helpful updates that come across as a friendly reminder instead of unwanted spam.

Examples of successful cross-channel personalization

Let’s explore two real-world examples of brands that have effectively implemented cross-channel personalization:

Blue Sea Holidays

Blue Sea Holidays has optimized and automated customer engagement across email and website channels by leveraging the combined power of Dotdigital and Fresh Relevance. The company created personalized and visually appealing emails using Dotdigital’s email builder and utilized Fresh Relevance’s AI-driven capabilities for dynamic content personalization.

The personalization strategy includes:

1. AI-powered email recommendations: Fresh Relevance’s AI personalizes each email with specific recommendations based on the destination page the customer visited.
2. Seamless email delivery: Dotdigital ensures that these personalized emails are delivered efficiently while maintaining an attractive design.
3. Social proof: The emails incorporate valuable information such as “People like you browse” and “People like you buy,” leveraging social proof to enhance engagement and conversions.
4. Dynamic website content: Visitors to the Blue Sea Holidays website experience personalized content, with recommendations and offers tailored to their preferences and behavior.

By implementing this cross-channel personalization approach, Blue Sea Holidays has created a cohesive and relevant experience for their customers across both email and website touchpoints. 

Neal’s Yard Remedies

Neal’s Yard Remedies effectively enhanced its cart abandonment strategy by implementing a sophisticated email solution through Dotdigital, optimizing their customer engagement process. Here’s how they achieved success:

1. Expert guidance: Dotdigital’s Professional Services team, along with customer success managers, conducted a comprehensive customer journey mapping exercise. This foundational work enabled the creation of a tailored automation strategy that suited Neal’s Yard Remedies’ unique needs.
2. Automated email campaigns: With the new system in place, Neal’s Yard Remedies could send timely and personalized cart abandonment emails to customers who left items in their carts. The automation simplified the process, allowing the team to focus on crafting compelling creative copy for their emails.
3. A/B testing for optimization: The Dotdigital platform facilitated A/B testing, enabling Neal’s Yard Remedies to compare different email strategies. They tested emails that included a 10% discount code against those that provided only basket information, gaining insights into which approach drove higher conversion rates.
4. Leveraging Fresh Relevance: By using Fresh Relevance’s advanced personalization capabilities, Neal’s Yard Remedies enhanced their email content with tailored recommendations based on customer behavior and preferences.

By using Dotdigital and Fresh Relevance, Neal’s Yard Remedies successfully transformed its cart abandonment and improved customer engagement. 

Choose Dotdigital as your cross-channel personalization solution

Dotdigital is the ideal choice to elevate your cross-channel personalization efforts. With a suite of powerful tools and an intuitive platform, you can deliver highly targeted and engaging customer experiences.

• Comprehensive integration: Dotdigital easily integrates with various marketing tools you already use, making it a seamless addition to your existing setup. Whether it’s your CRM, ecommerce platform, or social media channels, Dotdigital connects them all, ensuring that your customer data flows smoothly across different platforms.
• Cross-channel capabilities: Dotdigital provides a comprehensive suite of cross-channel marketing tools under one platform, allowing you to reach customers across email, SMS, push notifications, live chat, and WhatsApp. This unified approach enables you to create consistent and personalized experiences across all customer touchpoints.
• Advanced personalization: With Fresh Relevance, Dotdigital offers enhanced cross-channel personalization capabilities. This integration empowers you to drive excellent customer experiences at every point in the customer journey. You can utilize advanced website and email personalization tools, including countdown timers, weather tools, image personalization, and advanced product recommendations
• Intelligent automation: With Dotdigital’s powerful automation features, you can set up personalized campaigns that run like clockwork. Automate your email marketing, SMS, and more, all while maintaining a personal touch. This means less manual work for you and a consistent experience for your customers.
• Data-driven insights: Dotdigital provides valuable insights into customer behavior and engagement. With detailed analytics and reporting tools, you can track your campaigns’ performance and fine-tune your strategies. More importantly, you can use this data to truly understand your audience and tailor your messaging accordingly.
• Scalability: Whether you’re a small business or a large enterprise, Dotdigital scales with your needs. As your business grows, the platform can easily adapt, providing advanced features that support even the most complex personalization strategies.

With Dotdigital as your cross-channel personalization service, you can effortlessly create impactful marketing campaigns that enhance engagement and deliver results across various channels.

Get started with cross-channel personalization today

Creating meaningful connections with your customers relies heavily on cross-channel personalization. By adopting effective strategies and utilizing platforms Dotdigital, you can create personalized experiences that resonate across various platforms. Start enhancing your customer experience today by implementing the insights and strategies outlined in this guide.

Waitrose: Sweet Suspicion – A Waitrose Mystery

This year’s Waitrose Christmas ad is far from boring; the brand created a whodunnit scenario that kept the nation guessing.

The ad begins with a bustling family gathering, eager to enjoy their Christmas dinner, when suddenly, the star of the feast—the No. 1 Red Velvet Bauble Dessert—disappears. Enter Detective David, played by the talented Matthew Macfadyen, tasked with unraveling the mystery.

The suspense builds in part one as the family’s innocence is called into question (even Fig the cat is suspect). Fans were left on the edge of their seats, eagerly anticipating the resolution. 

In part two, the mystery unfolds in a satisfyingly comedic fashion: it was Steve, the seemingly innocent cook, who cleverly stashed the dessert away in the gingerbread house. But there’s no escaping a detective like David, and Steve gets caught red-handed (or should we say red-velvet-handed?) enjoying his ill-gotten gains in the shed.

In the end, the family gathers around the table, the mystery solved, and dessert devoured. It’s a lighthearted, funny ad that reminds us that Christmas is all about family, fun, and of course, delicious food (even if you have to sleuth it out first).

Barbour: Shaun the Sheep x Baa-bour

Deck the halls with boughs of holly… and scarves? Barbour’s 2024 Christmas ad, “Shaun the Sheep x Baa-bour,” is a heartwarming and humorous collaboration that captures the spirit of the season.

The ad features our favorite flock, led by Shaun the Sheep, attempting some Christmas carols. But as the winter chill sets in, their enthusiastic baaing turns into chattering teeth.

Bitzer, the local sheepdog, comes to the rescue with a brilliant solution to give the sheep Barbour hats and scarves to warm up. He returns a little while later with several Barbour bags, surprising the sheep with their new accessories.

The ad perfectly captures the cozy charm of Barbour’s winter wear, while also showcasing Shaun’s signature brand of humor and mischief.

The stop-motion animation brings the characters to life with incredible detail and warmth. The ad is a perfect blend of nostalgia and modern humor, making it a great choice for families to enjoy together.

Whether you’re a long-time fan of Shaun the Sheep or simply looking for a heartwarming Christmas ad is sure to bring a smile to your face.

Shelter: World Of Our Own

This Christmas, Shelter’s ad, “World of Our Own,” is a stark reminder of the harsh reality faced by thousands of children in England. Over 150,000 children are currently homeless and living in temporary accommodation, a shocking figure that’s only getting worse.

The ad follows a dad trying to create a magical world for his daughter, a heartbreaking portrayal of the struggles faced by families in need of a permanent home.

While it’s a sad reality, it’s great that charities use Christmas ads to raise awareness for important causes. Shelter’s ad is a powerful example of how a well-made ad can make a real difference.

John Lewis: The Gifting Hour

John Lewis’s Christmas ad, “The Gifting Hour,” totally tugged at my heartstrings. As someone with two sisters, I could totally relate to the struggle of finding the perfect gift. 

The magical time-traveling element added a whimsical touch, transporting us back to childhood memories. It was a clever way to highlight the significance of a thoughtful gift.

It’s those little details, like the nostalgic childhood moments and the sisterly bond, that make the ad so special. It’s the kind of ad that sticks with you, reminding you of the true meaning of Christmas.

Tesco: Helping Feed Your Christmas Spirit

Tesco’s 2024 Christmas ad, “Helping Feed Your Christmas Spirit,” is a real tear-jerker. It follows a guy who’s missing his nan during the holidays. It’s a bittersweet story that really hits home, especially if you’ve lost someone close.

The ad shows how hard it can be to feel festive when you’re grieving. But it also highlights the power of family and tradition. The way they come together to bake a gingerbread house is so heartwarming. It’s a reminder that even in tough times, Christmas can still bring comfort and joy.

Overall, Tesco’s ad is a beautiful tribute to loved ones who are no longer with us. It’s a reminder that it’s okay to feel sad, but it’s also important to find ways to celebrate and cherish the memories we have.

Boots: Make Magic

Boots Christmas ad, “Make Magic,” takes a bold approach by focusing entirely on the women who keep the holidays together. While some may view it as exclusionary, particularly since 80% of their customers are female, this ad celebrates their core audience.

The ad features a humorous glimpse into Mrs. Claus’s secret workshop, portrayed by the incredible Adjoa Andoh from Bridgerton. She leads a team of “elf-fluencers” as they prepare last-minute gifts. It turns out that Santa isn’t the only one responsible for the holiday magic; his wife is the real powerhouse behind it.

By tapping into Bridgerton’s popularity with a female demographic, Boots sends a clear message: they understand their customers and want to empower them to create their own kind of Christmas magic.

Whether you love it or hate it, Boots’ ad showcases strategic genius. The brand confidently caters to its target audience, knowing exactly who they are trying to reach.

Sainsbury: Big Christmas

Sainsbury’s brings the magic this Christmas with its heartwarming ad, “Big Christmas.” This year, they’ve teamed up with everyone’s favorite friendly giant, the BFG, from Roald Dahl’s classic tale.

The ad follows the BFG on a whirlwind adventure. Landing in a Sainsbury’s car park, he meets Sophie, a kind-hearted employee who goes above and beyond to help him. Together, they embark on a whistle-stop tour of the UK, sourcing the most delectable ingredients for a truly unforgettable Christmas feast.

With a sprinkle of BFG magic, the ingredients transform into a mouthwatering Christmas spread. But the BFG and Sophie don’t keep the joy to themselves. They share their spectacular feast with another family, spreading Christmas cheer and reminding us all of the true spirit of the season: giving and sharing.

Sainsbury’s ad is a delightful treat for the whole family. It’s a nostalgic trip down memory lane, filled with a familiar character and a healthy dose of his whimsical charm. It’s a perfect blend of tradition and magic, making it a must-watch for families this Christmas.

Etsy: Waldo Anthem

Where’s Wally, or who is Wally? Etsy’s Christmas ad, “Waldo Anthem,” is a heartwarming and wholesome celebration of personalized gifts. The ad follows the iconic character, Waldo, as he unwraps a thoughtful gift – a compass engraved with the words “I’m glad I found you, Wenda.”

This simple yet powerful message perfectly captures Etsy’s brand identity: unique, personalized gifts that truly speak from the heart. The ad emphasizes the joy of giving and receiving gifts that show you care.

With its nostalgic charm and heartwarming message, Etsy’s advert is a delightful addition to the holiday landscape, inspiring people to find unique ways to express their love and appreciation for one another.

Bonus Christmas ads

Feeling nostalgic? Let’s take a trip down memory lane and revisit some of the most iconic Christmas ads of all time.

• John Lewis: The Bear and the Hare (2013)
• Coca-Cola: Holidays Are Coming (1995)
• IRN-BRU: The Snowman (2011)
• Asda: Make this Christmas Incredibublé (2023)
• Sainsbury’s: The Big Night (2018)

And that’s a wrap

While the full holiday season is just beginning, we’ve already seen some fantastic Christmas ads from our favorite brands. As we progress into the season, we can look forward to even more heartwarming, humorous, and imaginative campaigns. Happy holidays and happy viewing.

1. Implement SMS popovers on your website

One of the most effective ways to capture phone numbers is through strategically placed SMS popovers on your website. Onsite popovers are designed to collect information like phone numbers from your website traffic for text message marketing campaigns. When creating SMS popovers, consider the following best practices:

Use eye-catching designs that align with your brand

Your popovers should be visually appealing and consistent with your brand identity. Use colors, fonts, and imagery that match your website’s aesthetic. 

Offer a clear value proposition for subscribing

Clearly communicate the benefits of joining your SMS list. This could be exclusive discounts, early access to sales, or special content. For instance, you could offer a bigger discount for SMS subscribers compared to email subscribers, such as 20% off for SMS vs. 15% for email.

Implement multi-step forms to improve conversion rates

Consider using a two-step opt-in process. The first step could ask for the visitor’s email address, and the second step could request their phone number. This approach can increase overall conversions by making the initial commitment seem smaller.

Ensure compliance with SMS marketing regulations

Always include necessary legal disclaimers and make it clear how often subscribers can expect to receive messages. Be transparent about data usage and provide an easy way to opt-out. For U.S.-based customers, familiarize yourself with SMS compliance laws.

Optimize for mobile users

Given that a significant portion of your traffic likely comes from smartphones, ensure your popovers are mobile-friendly. Consider using responsive design or creating separate popovers optimized for mobile devices. You can even use tap-to-text functionality for an even smoother mobile experience.

Timing and placement are crucial

Experiment with different trigger points for your popovers. Some effective options include:

• On exit intent: Display the popovers when the user is about to leave the site
• After scrolling: Show the popovers after the user has engaged with a certain percentage of the page
• Time-based: Wait for a specific amount of time before displaying the popovers.

2. Leverage your existing email list

Think of email and SMS as a dynamic duo. Emails allow for a more nuanced, detailed message—perfect for storytelling and in-depth communication—while SMS serves as a powerful tool for delivering quick, time-sensitive updates directly to your audience’s mobile devices. 

Given that your email subscribers have already shown interest in your brand, they are well-positioned to become part of your SMS marketing efforts. Here are some effective strategies for converting email subscribers into SMS subscribers:

Send dedicated email campaigns

Craft targeted email campaigns that specifically promote your SMS program. Provide clear information on the advantages of subscribing, such as exclusive discounts, early access to sales, and timely updates about new products or offers. A focused approach helps draw attention to your SMS initiative and encourages sign-ups.

Highlight the benefits of SMS marketing

In your emails, clearly outline the benefits of joining your SMS list. Emphasize how SMS messages can provide immediate advantages, such as faster notifications about sales or events, exclusive promotions available only to SMS subscribers, and personalized alerts that keep them engaged with your brand. This clarity will help potential subscribers see the value in opting in.

Include SMS opt-in options in regular newsletters

Make it easy for your email subscribers to join your SMS list by including an opt-in option in your regular email newsletters. A simple call-to-action (CTA) with a short code and keyword for SMS opt-in can streamline the process and encourage higher conversion rates. 

Create a dedicated landing page

Design a landing page specifically for your email subscribers, detailing the benefits of joining your SMS list and making the opt-in process seamless. This page can include testimonials from existing SMS subscribers, FAQs, and an easy form to capture their phone number. A well-optimized landing page can significantly increase the likelihood of conversions.

Obtain explicit consent

It’s crucial to always obtain explicit consent from your subscribers before adding them to your SMS list, even if they are already on your email list. Clearly communicate how you plan to use their phone numbers and provide the option to opt-out at any time. Building trust by respecting their preferences is key to a successful SMS marketing strategy.

3. Run cross-channel promotions

To effectively grow your SMS subscriber list, it’s essential to leverage the various marketing channels you already have. By using a cross-channel approach, you can significantly increase your reach and encourage more sign-ups.

Promote your SMS program on social media platforms

Utilize platforms like Facebook, Instagram, and Twitter to announce your SMS program. Create eye-catching posts that highlight the benefits of joining like early access to sales or insider information. Engaging stories and posts can direct your followers to a simple sign-up link.

Partner with influencers to promote your SMS list 

Collaborate with influencers who align with your brand values to promote your SMS list. Influencers can connect with their followers, serving as a trusted bridge to your audience. 

Develop engaging campaigns where influencers share their experiences with your products and highlight the benefits of joining your SMS program. Customers appreciate authenticity, so partnering with influencers can spark curiosity and encourage sign-ups.

4. Offer a choice

Providing your audience with the option to subscribe via either a phone number or email can significantly increase your conversion rates. Many users may have a preference for one communication channel over the other, and giving them a choice enhances their experience and willingness to engage.

• Dual opt-in forms: Create sign-up forms that allow users to choose between SMS and email subscriptions. Make sure to clearly explain the benefits of each option.
• Highlight flexibility: Emphasize that subscribers can choose their preferred method of receiving updates, promotions, and exclusive offers. This personalization can lead to higher engagement rates.
• Follow-up options: After capturing their information, consider sending a welcome message via their chosen channel, reinforcing the value they will receive.

By allowing potential subscribers to opt for either SMS or email, you not only broaden your reach but also cater to individual preferences, ultimately leading to a more engaged audience. This flexibility can help you build a more diverse subscriber base while ensuring compliance with marketing regulations. 

5. Collect SMS consent during check-out

One of the most effective ways to grow your SMS subscriber list is by capturing phone numbers during the checkout process. By offering a seamless and convenient opt-in option, you can significantly increase your subscriber base. To maximize your results, consider the following strategies:

• Clear and prominent: Ensure that the SMS consent option is easy to find and understand. It should be integrated into the checkout flow so that customers can easily opt in while completing their purchase.
• Communicate benefits: Highlight the perks of subscribing, such as exclusive updates, shipping notifications, and special incentives. Clearly articulating these benefits helps customers see the value in providing their phone numbers.
• Transparent messaging: Clearly state how often subscribers can expect to receive messages and provide an easy opt-out method. Transparency builds trust and ensures compliance with SMS marketing regulations.

By integrating SMS consent into the checkout experience, you engage customers when they are already invested in your brand, making it a powerful opportunity to expand your SMS subscriber list.

Choose Dotdigital as your SMS platform

Selecting the right software for SMS marketing is essential to maximize the effectiveness of your campaigns. Dotdigital offers a comprehensive suite of features designed for seamless SMS marketing automation. Here are the key reasons to consider Dotdigital for your SMS marketing needs:

Seamless integration with existing marketing tools

Dotdigital effortlessly integrates with your current marketing stack, including your ecommerce store and CRM system. This integration enables you to create cohesive multi-channel campaigns that boost customer engagement and drive conversions. By unifying your marketing efforts, you can leverage customer data across channels for more targeted messaging.

Advanced analytics and reporting

Understanding your campaign performance is crucial for ongoing improvement. Dotdigital provides detailed analytics and reporting tools that allow you to track key metrics, such as delivery rates, open rates, and click-through rates. With these insights, you can make data-driven decisions to optimize your SMS marketing strategies and improve overall effectiveness.

Two-way conversations and MMS capabilities

Engagement is vital in SMS marketing, and Dotdigital facilitates two-way conversations with your customers. This feature allows recipients to respond to your messages, creating a more interactive relationship. Additionally, Dotdigital supports multimedia messaging service (MMS), enabling you to send rich media content—including images, videos, and audio files—which can significantly enhance your messaging impact.

Cross-channel marketing capabilities

With Dotdigital, you can seamlessly combine SMS with other channels like email, ad retargeting, live chat, and web push notifications. This cross-channel approach allows for more comprehensive marketing strategies that reach customers where they are most active. By coordinating messages across platforms, you reinforce your brand’s message and enhance the likelihood of conversion.

Automated campaigns triggered by customer behavior

Dotdigital’s automation capabilities enable you to set up SMS campaigns triggered by specific customer actions, such as cart abandonment or post-purchase follow-ups. This ensures timely communication that drives results. Automated messages can help nurture leads and maintain engagement without constant manual effort.

Robust support and deliverability expertise

Ensuring your messages reach the intended audience is vital for success in SMS marketing. Dotdigital has a dedicated team of deliverability experts who optimize sending routes to ensure high deliverability rates. 

Grow your SMS subscriber list today

By implementing these five proven strategies and using Dotdigital as your SMS platform you can effectively grow your SMS subscriber list and unlock the full potential of text message marketing. Always prioritize providing value to your subscribers and maintain compliance with SMS marketing regulations to build a successful and engaged SMS audience.

In this blog post, we’ll dive into how online retailers can use TikTok to boost brand visibility and drive sales. Let’s explore the world of TikTok and how it can transform your ecommerce strategy.

Understanding TikTok’s ecosystem

To effectively use TikTok, you must have a deep understanding of its unique features. Let’s explore the key aspects of TikTok’s ecosystem in more detail:

Demographics and user behavior

TikTok has quickly become a popular platform in the social media landscape, attracting a predominantly young audience with its unique blend of entertainment and commerce. The app primarily appeals to Generation Z and younger Millennials, generally those aged 18 to 34.

Users spend an average of 52 minutes per day on TikTok, with the most active usage occurring during the evenings and on weekends. Understanding these patterns allows brands to optimize their posting schedules and content strategies for maximum visibility.

The algorithm

At the heart of TikTok’s success lies its powerful algorithm. The “For You” page (FYP) curates content based on user interactions, individual interests, and trending topics. This personalized feed is crucial for maintaining user engagement, as it consistently presents users with content that resonates with them.

TikTok users have come to expect short, visually appealing videos that quickly capture their attention. The platform encourages high levels of interaction through comments, shares, likes, and participation in viral trends and challenges. This active user base offers a unique opportunity for brands to connect with a highly engaged and tech-savvy audience.

Platform features and creativity tools

TikTok’s range of creative features distinguishes it from traditional social media platforms. The app provides a broad selection of effects, filters, and sound libraries, enabling brands to produce engaging content without needing professional editing skills.

Additionally, TikTok is user-friendly; even advanced features like green screen effects, transitions, and time manipulation tools are designed for easy use. Some key features on TikTok include:

• Bite-sized video content: Short-form videos (15-60 seconds) are perfect for quick consumption and easy sharing.
• Viral sounds and challenges: These trends enhance user engagement and boost brand awareness.
• Intuitive in-app editing tools: Easy-to-use editing features enable users to create professional-quality content.
• Interactive features: Tools like Duets, Stitches, and live streaming enhance user interactions.
• User-generated content(UGC): Encourage user-generated content (UGC) through challenges and interactive campaigns.
• TikTok Shop: This in-app shopping feature seamlessly integrates ecommerce into the platform.

How to use TikTok for ecommerce

With TikTok’s vast user base and unique features, it’s an ideal platform for ecommerce brands to drive engagement, generate leads, and boost sales. Let’s explore how you can leverage TikTok to achieve your ecommerce goals.

1. Utilize TikTok leads for direct engagement

Dotdigital’s TikTok leads is a powerful tool for ecommerce businesses looking to capitalize on the platform’s vast user base. This feature allows you to engage directly with potential customers, streamlining the path from discovery to purchase.

Utilizing TikTok leads streamlines the customer acquisition process. It allows you to collect valuable user information in real-time without redirecting potential customers away from the app. This immediate interaction enhances engagement and demonstrates your commitment to a positive user experience. With TikTok leads you can:

Capture data directly 

Gather user information effortlessly without sending them to an external site. By using in-app forms, you eliminate the barriers associated with traditional landing pages, boosting user engagement as visitors can quickly and easily submit their information.

With just a few clicks, TikTok leads capture essential data such as names and email addresses. This direct approach ensures you receive quality leads that can be filtered for further marketing processes. Additionally, you can customize these forms to meet your specific business needs and campaigns.

Integrate leads with your CRM 

Integrating TikTok leads with your existing CRM system streamlines your sales process. After capturing leads, you can synchronize them directly with your customer database, reducing manual data entry and minimizing errors. This integration enables immediate follow-ups and enhances lead nurturing efforts.

You can benefit from automated follow-up emails and personalized messaging based on user interactions, which increases responsiveness and strengthens your relationships with potential customers. By maintaining organized lead information, you can better segment your audience for targeted marketing campaigns.

Increase your conversion rates 

In-app lead capture forms lead to higher conversion rates compared to traditional methods. Users face fewer distractions while remaining within the TikTok ecosystem, minimizing friction during the submission process.

By offering a straightforward and engaging experience, you encourage more TikTok users to convert into leads. Short, mobile-optimized forms significantly enhance user satisfaction, making it easy for potential customers to provide their information. This streamlined process not only increases the volume of leads but also improves the quality of interactions with your brand.

2. Leverage TikTok audiences for targeted marketing

With its massive user base, TikTok offers unparalleled opportunities for ecommerce businesses to reach and engage their target audience. TikTok audiences allows you to sync your existing customer lists directly to the platform, creating highly targeted ad campaigns that drive sales.

What are TikTok audiences?

TikTok audiences allows you to sync your Dotdigital contact lists directly to TikTok, enabling you to create highly targeted ad campaigns. By leveraging TikTok audiences, you can take your marketing efforts to the next level and effectively retarget your customers.

Reach your most valuable customers

Retarget users who have previously interacted with your brand, such as website visitors or email subscribers. Remind them of their interest and guide them back to your website or online store.

Deliver personalized ad experiences

Tailor your ads to specific segments of your audience based on their interests, behaviors, and purchase history. This personalized approach will increase engagement and drive conversions.

Optimize your ad spend

Maximize your ROI by targeting the most likely to convert users. By focusing your ad spend on high-intent audiences, you can ensure that every dollar delivers results.

Streamline your marketing workflow

Seamlessly integrate your email and social media marketing efforts. By syncing your Dotdigital contact lists to TikTok, you can save time and resources while maximizing your marketing impact.

3. Embrace TikTok shop

TikTok has not only revolutionized how we consume content but has also transformed the ecommerce landscape. With the introduction of TikTok Shop, users can shop while enjoying engaging content. This platform seamlessly integrates product tags and shoppable ads into users’ video feeds and has created a seamless path from discovery to purchase, Making it easier than ever for brands to reach their audiences directly.

According to a recent study, 67% of TikTok users say the platform inspires them to shop even when they weren’t planning to do so. Brands that utilize TikTok Shop gain an unparalleled opportunity to connect with potential customers.

You can showcase your products, allowing customers to browse and purchase items without leaving the app. The combination of social interaction and shopping creates a unique avenue for engaging customers in a fun and dynamic way.

TikTok Shop enables you to create a customized shopping experience tailored to your audience’s preferences. This strategy not only fosters brand loyalty but also encourages spontaneous purchases. Embracing TikTok Shop could be a game-changer for your ecommerce strategy.

Sellers on TikTok Shop can also engage customers in real-time through TikTok Live. By hosting live streams, sellers can:

• Showcase products: Live demonstrations and tutorials allow viewers to see products in action, providing a more immersive shopping experience.
• Offer exclusive deals: Sellers can provide exclusive live coupons that customers can only claim during a live event. This strategy attracts more viewers and boosts traffic, which improves conversion rates.
• Engage with your audience: Real-time Q&A sessions foster a sense of community, allowing sellers to address customer concerns and build trust.

Additionally, you can leverage influencer marketing on your TikTok Shop. Influencers with large followings can:

• Promote products: By sharing sponsored content, influencers can introduce your products to a wider audience, leveraging their credibility and influence.
• Host live shopping events: Collaborations with influencers can attract a larger audience, driving sales and generating buzz.
• Create brand awareness: By incorporating products into their regular content, influencers can subtly promote your brand, increasing visibility and recognition.

Start using TikTok today

TikTok has quickly established itself as a powerful platform for ecommerce marketing. Its innovative features allow you to create seamless shopping experiences that encourage spontaneous purchases and foster deeper connections with customers. By leveraging TikTok’s algorithm and creative capabilities, you can reach your target demographics, enhance brand visibility, and drive sales effectively.

But it doesn’t have to be this way. Abandoned cart automation can be a powerful tool to win back those would-be customers and drive more sales. Our research shows that accounts running cart abandonment campaigns recover an average of $41,807 monthly. That’s a staggering amount of revenue that’s up for grabs.

The good news is, that there are seven proven strategies you can implement to minimize cart abandonment and maximize your conversions. Let’s dive in.

1. Perfect your timing

Timing is absolutely critical for recovering abandoned carts. The longer you wait to re-engage a customer who has abandoned their cart, the lower your chances of returning them.

Data from Dotdigital shows that 45% of all cart recoveries occur within the first two hours. This initial window after a customer abandons their cart is a prime opportunity; it’s essential to act quickly to take advantage of their intent and desire to complete the purchase.

To leverage this advantage, consider setting up default timings for abandoned session follow-ups. With the Dotdigital tag, you can enroll customers in abandoned cart recovery programs almost in real-time. This feature allows you to set default timings for follow-ups that range from just 30 minutes to 12 hours. This flexibility helps you engage customers while their interest is still high, especially during peak shopping periods like Black Friday and Cyber Monday.

It’s also worth noting that higher cart values often have longer conversion windows. When a customer is considering a significant purchase, they will naturally take more time to think it over. For more expensive items, you might want to extend your initial follow-up to the 6-12 hour range.

The key is to test and optimize your timing based on your unique customer data and purchasing patterns. Analyze your historical abandoned cart recovery rates by time interval and use that information to refine your strategy. You may discover that certain customer segments respond better to quick outreach, while others may require more time.

2. Personalization is everything

Once you have your timing dialed in, the next step is to make sure your abandoned cart messaging is as personalized and relevant as possible. Generic “you left something behind” emails just don’t cut it anymore.

Your abandoned cart campaigns should feel tailored to the individual customer and their specific browsing and purchase history. Start by using their first name in the subject line and body copy. Reference the exact products they had in their cart. And leverage data like their engagement level via eRFM modeling to adjust the tone and offers accordingly.

Dotdigital’s eRFM modeling allows you to categorize customers based on their Engagement, Recency, Frequency, and Monetary value – giving you a rich understanding of each individual’s buying behavior and preferences.

You can then use this intelligence to trigger different abandoned cart campaigns. For your highly engaged, high-value customers, you might lead with a strong call-to-action and limited-time offer. But for less engaged segments, you may want to take a softer, more educational approach to gently nudge them back.

AI-powered product recommendations can also be a game-changer for boosting relevance. By analyzing the specific items a customer is interested in, you can surface alternative or complementary products that may better suit their needs or desires. This could be the key to getting them off the fence and completing their purchase.

3. Leverage cross-channel messaging

Today’s shoppers move easily between different platforms and devices, making it essential to use a cross-channel approach for recovering abandoned carts.

Research shows that combining email, SMS, and social media can increase recovery rates by up to 45%. Each channel has its strengths for bringing back customers who have left items in their carts. By using Dotdigital’s unified platform for a cross-channel strategy, you can reach more customers and boost engagement.

SMS is highly effective, with an impressive open rate of 98%. It allows you to quickly send time-sensitive offers and reminders. A simple text like, “Your cart misses you. Complete your purchase in the next hour to save 15%,” can prompt immediate action.

Dotdigital also integrates seamlessly with social media retargeting to keep your products visible as customers browse platforms like Instagram and Facebook. Dynamic ads that show the exact items left in the cart, along with messages that create urgency, can encourage shoppers to return and complete their purchases.

To implement an effective cross-channel strategy with Dotdigital:

• Segment your audience: Use Dotdigital’s tools to group customers based on their preferred communication channels.
• Automate messaging: Set up automated workflows to send coordinated messages across different platforms for a seamless experience.
• Target by device: Adjust your messaging based on how customers interact with your brand on various devices.
• Monitor performance: Use Dotdigital’s analytics to track how well your campaigns are doing and make improvements.

By taking advantage of Dotdigital’s cross-channel features, you can create multiple ways to re-engage customers and guide them back to complete their purchases. This not only helps recover lost sales but also enhances the overall shopping experience.

4. Remove friction

A big part of minimizing cart abandonment is reducing any lingering doubts or concerns a customer may have about completing their purchase. Shopping online still feels like a gamble for many people, especially if it’s their first time buying from your brand.

Use your abandoned cart campaigns as an opportunity to address these potential friction points and build trust. Highlight your returns policy, free shipping offers, customer reviews, industry awards – anything that can help customers feel confident in moving forward.

According to Dotdigital’s research, accessible and comprehensive customer service is also key. If a customer has a specific question or hang-up, make it easy for them to connect with a sales rep or support agent. Dotdigital customers can take advantage of the platform’s live chat functionality, for example, to enable real-time interactions.

These direct conversations don’t just help clinch the sale at the moment – they can also provide valuable intel to optimize your abandoned cart campaigns over time. You’ll start to identify the most common queries and pain points, allowing you to proactively address them in your messaging.

5. Use push notifications

Push notifications offer a powerful way to re-engage customers who have abandoned their carts. By delivering timely notifications directly to their devices, you can remind them of their unfinished purchase and entice them back to complete their order.

One of the key benefits of using push notifications is their immediate impact. These notifications bypass email filters, ensuring high visibility and a direct line to the customer. By personalizing the message with specific product details, you can create a more compelling and relevant call to action.

To maximize the effectiveness of your push notification campaigns, consider timing your messages strategically. Sending notifications a few hours after cart abandonment or during peak shopping hours can increase the likelihood of conversions. Additionally, using clear and concise language, along with strong calls to action, can further boost engagement.

By testing different messaging, timing, and frequency, you can refine your strategy and optimize your results. By leveraging the power of push notifications, you can significantly increase your chances of recovering abandoned carts and driving more sales.

6. Offer discounts strategically

A well-timed discount can be the final nudge a customer needs to complete their purchase. However, it’s essential to deploy these incentives strategically.

Generate unique discount codes and include them in your abandoned cart emails. This not only adds a sense of exclusivity but also allows you to track redemption rates and measure the effectiveness of your offers.

Consider using tiered discounts based on customer engagement or cart value. For high-value, highly engaged shoppers, a more substantial discount, such as 20% off, may be appropriate. For less engaged segments, a smaller discount, like 10%, might be sufficient to encourage action.

The goal is to strike a balance between enticing customers to convert and protecting your profit margins. By testing different discount thresholds and monitoring their impact on abandoned cart recovery rates, average order value, and overall profitability, you can optimize your strategy for maximum effectiveness.

7. Create a sense of urgency

A powerful way to encourage abandoned cart customers to return is to create a sense of urgency. This can be achieved by highlighting the limited-time nature of the offer or emphasizing product scarcity.

For instance, include a countdown timer in your abandoned cart emails, visually representing the time left to claim the items. Alternatively, highlight that certain products are selling out quickly, urging customers to act fast to secure their desired items.

Dotdigital simplifies the process of dynamically incorporating this time-sensitive messaging into your campaigns. By leveraging real-time data on product inventory levels, pricing changes, and other relevant triggers, you can craft compelling narratives that motivate customers to return and complete their purchases.

Remember to balance urgency with a respectful approach. Avoid overly aggressive or manipulative tactics, as this can negatively impact customer perception. Test different approaches to determine the most effective way to create a sense of urgency for your audience.

Boost your abandoned cart recovery today

By mastering abandoned cart recovery, you can convert lost sales into revenue and drive significant growth for your ecommerce business. Utilizing these strategies allows you to re-engage abandoned shoppers and turn them into loyal customers.

To streamline your abandoned cart recovery efforts, consider using a marketing automation platform like Dotdigital. With Dotdigital, you can automate personalized email, SMS, and push notification campaigns to re-engage customers at the right time.

Remember, the key to success lies in continuous testing and optimization. Experiment with different approaches, analyze your results, and refine your strategy over time. With the right tools and techniques, such as those offered by Dotdigital, you can significantly reduce cart abandonment and boost your bottom line.

To delve deeper into this topic, I spoke with Kate Barrett, the founder of eFocus Marketing. We discussed how AI and human creativity can collaborate to achieve excellent results. Kate shared her insights on the practical applications of AI in marketing and our essential role as marketers in humanly connecting with our customers. 

AI’s strengths in marketing

AI has revolutionized the marketing landscape, offering so many tools and techniques to enhance your efficiency, creativity, and overall campaign performance. Here’s what you can do with AI:

Create data-driven insights

AI allows even small teams to access new data insights that weren’t possible previously. You can use AI tools to help you:

• Gather and analyze data: AI can efficiently collect and analyze your data from various sources, providing valuable insights into market trends, customer behavior, and competitor activities.
• Generate personalized reports: Create customized reports that highlight key metrics and identify areas for improvement, saving you time and effort.
• Predictive analytics: AI can analyze historical data to predict future trends and customer behavior, allowing you to adjust your marketing strategies proactively and create highly personalized content to engage and move your audience to the next stage in their journey with you proactively.
• Enhance your campaign optimization: AI takes A/B testing to the next level by continuously monitoring performance metrics, learning from the results, and automatically creating new variations for future tests. This iterative process helps maximize open rates, click-through rates, and conversions.

Creative inspiration and variation

As a marketer, you’re constantly challenged to innovate and create fresh ideas to captivate your audience. AI can be your creative partner, helping you:

• Generate new content ideas: Training your AI with specific prompts can generate creative content ideas that align with your brand’s voice, target audience, and current trends.
• Create multiple variations: AI tools like WinstonAI create personalized marketing messages for various channels. This includes suggesting subject lines to enhance open rates and a seamless one-click transition from email to SMS, customizing your message specifically for text messaging.
• Deliver hyper-personalized recommendations: By analyzing vast amounts of customer data, AI can segment your audience and create highly personalized email content based on individual subscriber behavior and preferences, as well as broader audience trends.

Streamline your workflow

AI isn’t just about insights and creativity; it’s also a powerful tool for enhancing your productivity:

• Automate routine tasks: Let AI automate time-consuming activities like email scheduling, social media posting, and basic content creation, freeing you to focus on strategic planning and creative ideation.
• Optimize send times: AI can analyze engagement patterns to determine the best times to send emails to individual subscribers, maximizing the chances of your messages being read and acted upon.
• Real-time campaign adjustments: With AI monitoring your campaign performance in real-time, you can make data-driven decisions on the fly, ensuring your marketing efforts are always optimized for success.

The irreplaceable role of human creativity and emotion

While AI has impressive capabilities, it can’t replicate the human touch in marketing. We must prioritize marketing that centers around human needs and desires. To bring human creativity and innovation into your marketing strategy:

Storytelling with empathy

Your creativity allows you to weave narratives that captivate and inspire. Use this skill to:

• Craft emotionally resonant stories that speak directly to your audience’s experiences.
• Humanize your brand by addressing customer pain points, aspirations, and values in relatable ways.
• Incorporate real-world examples and case studies that demonstrate a genuine understanding of your customers’ journeys.

Remember, it’s not just about telling a story, but about telling the right story that connects with your audience on an emotional level.

Personalization with a human touch

Be sure to personalize: 

• Infuse your communications with a conversational tone, appropriate humor, and genuine empathy.
• Treat your audience as individuals, not just data points.
• Use your understanding of human psychology to create messages that feel tailored and authentic.

Interactive and immersive experiences

Leverage your creativity to develop engaging, interactive content that goes beyond traditional marketing:

• Design quizzes, polls, and gamified experiences that offer a personalized journey.
• Encourage user-generated content (UGC) to foster a sense of community and co-creation with your audience.

By focusing on these human-centric tactics, you can create marketing campaigns that are not only effective but also meaningful and memorable. 

Finding the right balance

As a marketer, you’re likely experiencing both excitement and apprehension about the role of artificial intelligence in your field. Rest assured, the key to successful marketing in the age of AI lies in striking the right balance between your human creativity and the power of AI tools. Let’s explore how you use both to elevate your marketing game.

AI as a tool, not a replacement

Think of AI as a sophisticated tool that enhances your capabilities and streamlines your workflow. For example, tools like Dotdigital’s WinstonAI can supercharge your email campaigns. From generating compelling copy to predicting customer behavior through advanced analytics, AI-powered solutions can help you create high-converting campaigns with less effort.

Collaboration between humans and AI

The most effective marketing strategies will emerge from the collaboration between human marketers and AI systems. Your role involves providing creative direction, emotional intelligence, and a nuanced understanding of your brand and audience. 

In contrast, AI can offer data-driven insights, handle repetitive tasks, and process vast amounts of information at lightning speed. By combining your unique human touch with AI’s analytical strengths, you can develop marketing campaigns that are emotionally resonant and data-informed.

Continuous learning and adaptation

As you navigate this evolving landscape, remember that continuous learning and adaptation are essential. AI technology is advancing rapidly, and staying ahead will require you to regularly update your skills. This involves:

• Developing a solid understanding of AI capabilities in marketing
• Learning to interpret AI-generated insights effectively
• Honing your ability to apply these insights creatively to your marketing strategies

Looking ahead

AI is a powerful tool, capable of processing data and automating tasks. However, it’s your unique human qualities—creativity, empathy, and strategic thinking—that truly differentiate your marketing efforts. By merging the best aspects of both AI and human input, you can create campaigns that are not only effective but also resonate deeply with your customers.

What is BIMI?

Brand Indicators for Message Identification, or BIMI (pronounced bih-mee), is an email specification that enables email inboxes to display a brand’s logo next to the brand’s authenticated email messages.

BIMI aims to give trusted senders control over how their brand is represented in messaging services. For participating mailbox providers like Yahoo or Gmail, BIMI adopters will have the logo they choose displayed in their recipients’ inboxes.

BIMI serves two important purposes:

• It gives brands control over their visual identity in email clients
• It helps recipients instantly verify legitimate emails from trusted senders

Major email providers including Gmail, Yahoo, and Apple Mail have adopted BIMI, representing a significant shift toward improved email security and brand recognition. Apple’s upcoming adoption is particularly noteworthy, as it signals BIMI’s growing importance in the email ecosystem.

To implement BIMI, email providers require several key elements:

• A brand logo in SVG Portable and Secure format (specific requirements apply)
• DMARC authentication policy set to enforcement level (“quarantine” or “reject”)
• A Verified Mark Certificate (VMC) for certain providers like Gmail and Apple
• Consistent sending reputation and authentication practices

How does BIMI improve my emails?

BIMI is all about improving the overall security of the email ecosystem, and therefore improving the overall customer experience. The regulation around BIMI, and the nature of brands working with MBPs means that this works as another security measure around email sends.

With customers understandably wary of scams, BIMI allows you to add a layer of brand identity and authenticity to your email sends. This means customers have a clear and simple way to identify and trust your communications, giving them more control and peace of mind.

BIMI also allows you to feel more confident, knowing you’ve added another element of protection against anyone trying to impersonate your brand by spoofing.

Another benefit is that inboxes are crowded, and BIMI allows you to showcase your brand identity before subscribers even open your email.

According to research by Red Sift and Entrust, BIMI implementation can lead to:

• 39% increase in email open rates
• 32% higher purchase likelihood
• 120% improvement in brand recall

These impressive statistics demonstrate the transformative power of BIMI for your email marketing strategy.

How can you implement BIMI?

To implement BIMI, you need to follow these key steps:

Set up DMARC authentication

Ensure your domain has a proper DMARC (domain-based message authentication, reporting, and conformance) policy in place. For BIMI to work, your DMARC policy should be set to either “quarantine” or “reject”. If you’re using a subdomain as your custom from address, your top-level organizational domain must also have DMARC implemented with an enforcement policy.

Create and publish your BIMI logo

Design your BIMI logo according to the guidelines provided by the BIMI group. You can use their BIMI SVG conversion tool to help create a compliant logo. Once created, publish the logo at an HTTPS location, either on your own infrastructure or in your Dotdigital account.

Maintain good sender reputation

Mailbox providers will only display your BIMI logo if you maintain a good sending reputation. Stick to deliverability best practices to establish and maintain this reputation.

Test your BIMI logo

After setting up BIMI and ensuring good deliverability practices, create a Yahoo email account and send test emails to it. If your logo appears, it indicates correct authentication and trusted sender status.

Obtain a verified mark certificate (VMC)

For some mailbox providers like Gmail and Apple, a VMC is required. Dotdigital has partnered with Red Sift and Entrust to guide customers through the VMC process. Note that there is a fee involved in obtaining a VMC.

Remember, implementing BIMI not only improves your brand visibility but also supports fraud prevention and email deliverability. If you need assistance with DMARC setup or obtaining a VMC, reach out to your Customer Success Manager or read our help center.

Implement BIMI today

BIMI offers a win-win situation for both you and your email recipients. By implementing BIMI, you can enhance brand recognition, boost email security, and ultimately drive better results for your email marketing campaigns. With the growing adoption of BIMI by major email providers, it’s time to consider this valuable tool and take your email marketing to the next level. 

What was Dotdigital’s ECHO Week?

ECHO Week served as a dedicated time at Dotdigital to honor and embrace the diverse backgrounds and experiences that enrich our community. Throughout this week-long event, we curated various activities and initiatives with a singular aim—to promote understanding and appreciation of different cultures. Let’s look into key moments we shared during ECHO Week.

Mapping our global DNA

To kick off ECHO Week, we created an eye-catching infographic that showcased the diverse origins of our team, spanning all of our regions. We also invited our colleagues to add flags to their Slack profiles, allowing us to visually appreciate the many places our team members call home.

Employee stories

As part of our commitment to understanding diverse perspectives, we launched an engaging video and written employee stories in which our colleagues shared their unique journeys. These personal narratives highlighted not only their cultural traditions but also experiences that shape their identities. By showcasing these authentic stories, we gained deeper insights into how our varied backgrounds empower us, fueling both our strength and our innovative capabilities as a team.

Global Food Day

Food has a remarkable ability to bring people together, which is why Global Food Day was a centerpiece of our ECHO Week celebrations. Our London Bridge office was transformed into a vibrant international food festival, showcasing a mouthwatering array of dishes from around the world. 

Remote team members also contributed to the festivities by sharing their favorite dishes on a dedicated food channel. We even compiled a Dotdigital Cookbook featuring recipes from our global team.

Why culture matters at Dotdigital

At Dotdigital, we celebrate culture by recognizing that our differences strengthen us. The diverse perspectives we bring drive innovation, enhance problem-solving, and enable us to better serve our global customer base.

As we expand globally, we are dedicated to creating an inclusive environment where every team member can be their authentic self at work. ECHO Week is just one example of how we are fostering a workplace that not only accepts diversity but actively celebrates it.

Join our journey

At Dotdigital, we believe that celebrating culture involves fostering an environment of inclusion, understanding, and appreciation. As we grow and evolve, we remain committed to ensuring that every team member feels valued, heard, and celebrated.

In this blog post, we’ll explore the power of email marketing lists and share eight proven strategies to help you grow and expand your list effectively.

What is an email marketing list?

An email marketing list is a curated collection of email addresses belonging to individuals who have expressed interest in your brand. These subscribers voluntarily provide their contact information, often in exchange for exclusive offers, news, valuable content, or other incentives.

Advantages of building an email list

Building your email list is a game-changer for businesses of all sizes. Here’s why it’s a marketing essential: 

• Direct communication: With email, you can reach your audience directly in their inbox without worrying about social media or SEO algorithm changes.
• Cost-effectiveness: Email marketing is relatively inexpensive and offers a higher return on investment than other marketing channels.
• Personalization: You can segment your audience and deliver personalized content using email lists.
• Ownership: Unlike social media followers, your email list is owned by you, giving you more control over your marketing efforts.
• Measurable results: Email marketing provides detailed metrics for tracking open rates, click-through rates, and conversions.
• Relationship building: Regular, valuable emails help build trust and loyalty with your audience over time.
• Scalability: As your list grows, so does your potential reach and impact, without necessarily increasing costs proportionally.

Three email email list best practices

Here are some best practices to keep in mind when building your email list:

1. Get a reliable email service provider (ESP)

Choosing the right ESP is important for successful email marketing. An ESP, like Dotdigital, is a platform that enables businesses to manage and execute their email marketing campaigns effectively. Dotdigital offers a comprehensive set of features that a good ESP should provide:

• User-friendly interface for creating and sending emails, with drag-and-drop editors and customizable templates.
• Advanced segmentation and personalization capabilities to target your audience more effectively.
• Robust analytics and reporting features, including real-time tracking and performance metrics.
• Compliance with anti-spam laws and data privacy regulations ensures your campaigns meet global standards.
• Integration with your other marketing tools and platforms for a seamless workflow.
• Scalability to accommodate your growing list and evolving marketing needs.
• Automation tools to streamline your email marketing processes and improve efficiency.
• Deliverability services to ensure your emails reach the intended inboxes.
• Cross-channel marketing capabilities, allow you to extend your reach beyond email.

2. Keep your email list healthy

Maintaining a healthy email list is important for the success of your email marketing 

campaigns. Here are some best practices to keep your list in top shape:

Regular cleaning

Remove inactive subscribers, bounced emails, and unsubscribes promptly. This housekeeping improves your deliverability rates and ensures your awesome messages reach people who actually want to hear from you.

Re-engagement campaigns

Before you hit that delete button on inactive subscribers, why not try to rekindle the flame? Launch targeted campaigns with special promotions or ask for feedback to rekindle their interest.

Double opt-in

Want to ensure only the most interested subscribers join your list? Implement a double opt-in process. It reduces spam complaints and boosts your overall list quality.

Segment your list

One size doesn’t fit all in email marketing. Divide your subscribers into smaller groups based on demographics, behavior, or preferences. This allows you to send more targeted, relevant content. The result? Higher engagement rates.

Monitor engagement metrics

Keep an eye on open rates, click-through rates, and conversion rates. These metrics can help you identify areas for improvement in your email marketing strategy.

Update subscriber information

People change, and so do their preferences. Encourage your subscribers to update their info and preferences regularly. This way, you’re always sending the right content to the right people.

Handle unsubscribes promptly

Make it easy for subscribers to opt-out if they want to. Process unsubscribe requests immediately. It might seem counterintuitive, but this actually helps maintain a positive brand image and keeps you on the right side of anti-spam regulations.

3. Never buy an email list

Never buy email lists. Focus on organic list-building strategies that attract genuinely interested subscribers. This approach may take more time, but it will result in a higher-quality email list and better long-term results for your email marketing efforts.

You’ll get poor quality leads

Those bought lists? They’re often filled with outdated or inaccurate information. You’ll end up with high bounce rates and low engagement. Not exactly what you’re aiming for, right?

You’ll lack consent

Think about it – the people on these lists haven’t given you permission to contact them. Sending them unsolicited emails can damage your brand reputation and lead to spam complaints.

You could face legal issues

Many countries have strict anti-spam laws like GDPR and the CAN-SPAM Act. Violating these by sending unsolicited emails can result in hefty fines. That’s definitely not in your marketing budget.

Your deliverability will suffer

Internet service providers (ISPs) and email service providers (ESPs) are smart. They’ll likely flag your emails as spam if you’re using purchased lists, harming your sender reputation. You want your emails in inboxes, not spam folders, right?

You’ll waste resources

Sending emails to uninterested recipients is like shouting into the void. It wastes your time, money, and effort – resources you could be using on organic list-building strategies instead.

Your targeting will be ineffective

Purchased lists lack the crucial segmentation and personalization data you need for effective email marketing campaigns. Without this, you’re essentially shooting in the dark.

You risk exposing yourself to malware

Some purchased lists contain email addresses used as spam traps. Using these lists could potentially expose your systems to security risks. That’s definitely not worth the risk.

Instead of buying email lists, focus on organic list-building strategies that attract genuinely interested subscribers. Yes, it might take more time, but the payoff is worth it. You’ll build a high-quality email list that delivers better long-term results for your email marketing efforts.

Eight email list building strategies

Now that we’ve covered the basics of email marketing lists and best practices, let’s dive into the heart of the matter: how to organically build and grow your email list.

1. Optimize your website with a signup form

It’s important to think of your website as your digital storefront, as it’s the perfect place to start collecting email addresses and growing your marketing lists. To capture the attention of your target audience, you can integrate a data capture popover to high-traffic areas such as your homepage, blog posts, or even within the checkout phase. You can use these smartly timed overlays to invite new visitors to sign up for your marketing emails.

When adding forms to your website, consider including attractive signup incentives such as a discount code or exclusive member access for email subscribers. This way, you not only gain their email address but they also get something in return. It’s a win-win situation.

2. Create gated content

Gated content refers to resources such as ebooks, whitepapers, or exclusive webinars that are only accessible to users who provide their email address, fill out a form, or complete a survey. By requiring users to provide their contact information, gated content can help expand your contact lists, which can be a valuable asset for future marketing campaigns and sales efforts.

Dotdigital’s pages and forms are powerful tools that can be integrated into your website to create custom landing pages that capture essential customer data and insights. This data can be used to personalize your marketing campaigns and improve your overall customer experience, leading to higher engagement and conversion rates. 

Creating gated content can help marketers generate leads, build brand awareness, and position themselves as experts and thought leaders in their industry. By providing valuable resources that are only accessible to a select group of users, you can establish trust and authority with your target audience, which can lead to increased loyalty and advocacy over time.

3. Leverage social media

If you want to increase your email list subscribers, leveraging social media is a great way to do it. You can promote your email lists for marketing through your various social media channels such as Twitter, Facebook, and Instagram. 

One way to do this is by pinning a tweet or creating a Facebook post that highlights the benefits of subscribing to your marketing list. Make sure to include a call-to-action (CTA) and a link to your signup form in the post. This will make it easy for people to sign up and become part of your email community.

Facebook lead ads can also help you attract new subscribers. You can directly sync contacts from your Facebook lead ads into your Dotdigital account. Facebook lead ads are connected to an ‘instant form’ that collects customer information, such as email, phone number, and custom preferences. Once customers click on your ad and fill in this form your data is seamlessly synced. From there, you can add these contacts to a nurture campaign to engage your new audience.

4. Offer a customer loyalty program

Another effective way to encourage people to subscribe to your email marketing list is by offering them a customer loyalty program. By providing limited-time offers or special deals that are reserved for subscribers, you create an enticing incentive for potential customers to sign up and be part of your email marketing list.

This strategy not only helps increase the perceived value of your product offering but also helps build strong relationships with your existing customers by rewarding their loyalty. When your subscribers feel like they are getting something special that others are not, they are more likely to remain engaged with your brand and continue to open and interact with your emails.

To make the most of this strategy, it’s important to ensure that the discounts and promotions you offer are relevant and valuable to your target audience. Consider what types of offers would be most appealing to your subscribers and align with your brand’s values and messaging. Additionally, be sure to communicate the terms and conditions of the offer, including any expiration dates or limitations, to avoid any confusion or disappointment.

5. Host online events and webinars

Hosting online events and webinars is a great way to engage with your audience and provide them with valuable information. By offering live Q&A sessions and other interactive features, you can create a sense of community and build trust with your audience. Additionally, hosting online events provides an opportunity to collect email addresses, which can be used for future marketing efforts.

To ensure maximum attendance, it’s important to promote your events across various digital channels, such as social media and blog posts. You can also use Dotdigital tools to manage registration and send reminder emails to those who have signed up. When promoting your event, make sure to choose a compelling topic that piques their interest and curiosity, and communicate the benefits of attending.

6. Encourage referrals from existing subscribers

One effective way to grow your email marketing list is by encouraging referrals from your existing subscribers. Word-of-mouth marketing can be a powerful tool, and by incentivizing your current subscribers to refer their friends, family, or colleagues, you can tap into this potential. 

Consider developing a referral program that rewards both the referrer and the new subscriber with exclusive discounts, bonus content, or access to members-only events. This not only helps expand your email marketing lists but also fosters a sense of community among your subscribers. 

To make your referral program even more effective, you can also provide your subscribers with pre-written messages or social media posts that they can easily share with their network. This can help ensure that the referral process is as seamless as possible and increase the likelihood of new subscribers signing up. 

7. Optimize your email sign up process for mobile devices

Mobile devices have become an integral part of our lives. With more and more people accessing the internet through their smartphones and tablets, it’s important to optimize your email sign up for mobile devices.

To ensure that your sign up popovers are mobile-friendly, you need to make sure that they are responsive, functional, and fit mobile screens. You should also ensure that your signup forms are adaptive and easy to fill out on a mobile device.

By optimizing your email sign up process for mobile devices, you can ensure that your marketing lists grow with new subscribers. This will help you reach a wider audience and increase your chances of converting them into loyal customers. 

8. Strengthen your email lists with marketing automation

Email marketing automation is a powerful tool that allows you to communicate with your audience through personalized and targeted emails. This helps to strengthen the relationship between your subscribers and your brand. With the right approach, you can use automation to retain your existing subscribers and attract new ones, ultimately strengthening your email marketing list.

Here are three ways you can use email marketing automation to strengthen and nurture your email list:

Automated welcome emails

Make a great first impression with new subscribers by sending a personalized welcome email. This initial touchpoint allows you to thank subscribers for joining, highlight the value they can expect from your future communications, and prompt them to whitelist your email address. Welcome emails generally have high open and click-through rates, making them an essential component of your email marketing strategy.

Behavior-triggered emails

Dotdigital’s email marketing automation platform allows you to send behavior-triggered emails based on a subscriber’s specific actions, such as browsing history, previous purchases, or form submissions. By delivering personalized messages tailored to each subscriber’s needs and interests, you provide value, which in turn enhances engagement and helps retain your existing subscribers while adding new ones.

Re-engagement campaigns

Keep your email list active by initiating re-engagement campaigns targeted towards inactive subscribers. You can even use Dotdigital’s remail feature to automatically resend a campaign with a new subject line to anyone who hasn’t engaged with it after a set number of days. This can help you rekindle a subscriber’s interest and prevent your email list from stagnating.

Remember to monitor and analyze performance

To achieve long-term growth, it’s essential to regularly monitor and analyze the performance of your marketing list-building strategies. This involves analyzing the results of your campaigns to determine how engaged your list is and how well your tactics are delivering high-quality leads. By doing so, you can gain valuable insights into what is working and what is not, and make data-driven decisions to optimize your marketing efforts.

It’s also important to experiment with new ideas and techniques to ensure that your email lists for marketing continue to grow and generate the desired results. This can involve A/B split testing different email copy and subject lines, or exploring new channels for list-building. By continually testing and refining your approach, you can stay ahead of the curve and ensure that your marketing efforts are always effective and up-to-date.

It’s time to grow your email marketing lists

Growing your email marketing lists is important for all marketing teams. By implementing these eight powerful strategies, you can increase your list size and improve the quality of your leads. Focus on customer needs, maintain a consistent content strategy, and keep your subscribers engaged. With the right approach, your marketing lists will become one of your most valuable assets in driving growth.