The Power of Email Marketing & First Party Data In a Cookie-Free World

So this is how the cookie crumbles…or is it? Concerns over data security has certainly raised some eyebrows. With tech giants taking matters into their own hands (Hello, iOs updates!) and Google phasing out support for third-party tracking cookies in Chrome, are marketers ready to face a cookie-less future? As far as we can tell, this isn’t just an issue for the marketing department, but impacts ecommerce businesses as a whole. While abrupt, these changes do present companies with a unique opportunity to redesign the ways they can strengthen bonds with their customers. Meaning, a little less stalking without your customer’s realisation, a little more direct permisssion-seeking.

The secret ingredient of it all lies in first-party data. First-party data is consent-driven. As consumers gain more and more control over their own data, this control will reshape their expectations around customer experience (CX) in general. Third-party tracking has always given richer insight to fuel CX, but without it, it’s wise to beef up your 1st party data strategy as a way to move forward – and this is how email marketing can help.

But first, what exactly is first-party data?

This customer-first data is sourced directly from a prospect or customer. It includes information that someone proactively provides to you (this is called zero-party data) – like email addresses, contact numbers or birthdays. First-party data is observed by a brand about someone on their owned properties, like what products they clicked on your website. All customer-first data can be used to create special and highly personalised customer experiences and communication.

So What Do I Do Now?

  1. Rethink measurements. ROAS are becoming harder and harder to track because of the reduced visibility around user activity, many marketers are being forced to revisit the way they think about attribution completely. One thing that is proving to be popular is ditching platform-specific metrics in favour of measuring your marketing efficiency ratio (MER). MER (also known as blended ROAS) refers to evaluating the return on investment (ROI) of all online advertising compared to other channels. More specifically, MER looks at your total revenue divided by total advertising spend. 

2. Evaluate what makes sense and dollars when it comes to product promo strategy. Aim for a higher average order value (AOV) through paid promotions around product bundles and high-ticket items.

3. Work with what you have. A little resourcefulness goes a long way when it comes to the customer data you already have. Leveraging off of lookalike audiences, or multiples of these, is a great way to segment and gives you a defining point of what a high value customer looks like to your business.

4. Use lead ads to collect email addresses. Spell out the benefits customers will receive when they share their info. Stop relying on paid-ads for one-off sales and instead, use them to build a customer base that wants to stick around. Or better yet, refer you onto more people!

How Is Email Marketing the End Goal?

From a big picture perspective, your email is an existing two-way communication channel that can give you the insight you need to deliver and enhance your customer’s experience. And that’s gold! Here are some ways to power this so you’re fully making the most of what you have and leverage the tools that email marketing provides.

  1. Clever Cart Segmentation: Do more segmentation with cart abandonment based on cart value. If a customer’s cart qualifies for free shipping, include that in an email. If they haven’t, consider suggesting complementing products on offer that make up the difference to encourage the purchase.
  2. Personalised Messaging: There are endless ways to tweak messaging to motivates buy-ins. At the end of the day, you may think that customers are inundated by content, but it’s the businesses that provide helpful, relevant solutions that stand out.
  3. Better Post Purchase Experiences: Communicating with your customers doesn’t end at the purchase. Creating worthwhile experiences mean going the extra mile to consider what might be useful for customers in the future, like lesser known information about products and similar ones on the horizon. Personalising rewards and loyalty programs based on their last purchases, for example, will incentivise them to shop again without relying on ads.
  4. Focus on Lifetime Value and Repeat Purchase Rates: Customer acquisition is important, but it shouldn’t devalue the customers you already have in your ecosystem. By evaluating and assessing this touchpoint at every part of the funnel, you’ll get closer and closer to discovering what is relevant to your customers and makes your brand stand the test of time.

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What eCommerce Businesses Can Learn from the Australian Survivor TV Show [2021]

The latest season of Ten’s Australian Survivor is providing us all with the lockdown respite we need. For the unfamiliar, this reality show is all about putting ordinary people to the test under extreme conditions designed to test their competitiveness, cunningness, and creativity. From an eCommerce business owner’s perspective, it’s like constantly being upheaved by your competitor’s latest product innovation or store update. After being quite intrigued by the dog-eat-dog mechanics of the show (and its entertaining component of ‘Brains VS Brawn’ outcomes) I can’t help but draw similarities to current strategies eCommerce businesses can benefit from.

Things eCommerce Businesses Can Learn from the Australian Survivor TV Show

  • The importance of being resourceful: Make the best of what you have. Way too often, shiny object syndrome has a way to get the better of us and getting the latest solutions seem to be only way out. But try giving your team a moment to assess – really think about the issues at hand and devise a plan. This develops creativity, credibility, collaboration and innovative mindsets that would offer unique solutions to your customers in the long-haul.
  • Adaptability: The show’s crazy changes really goes to show that staying complacent is no longer an option. Having the ability to move, swerve, and yes, our favourite word, pivot, has almost become a mantra for most business owners during the pandemic. Obviously, making agile decisions that don’t compromise the integrity of your product and services is easier said than done. However, we’ve seen that doing the opposite does more irreversible harm than good.
  • Not just survival of the fittest: Like we see on the show, winning Survivor requires a whole host of things – strong social skills, being able to think on your feet, becoming a good team player, as well as the ability to strategise. It’s never just one thing. While your eCommerce website could be functioning well, it takes a good understanding of your audience needs, a grasp of logistics & supply, a solid strategy and strong customer retention plans that keep your business growing and thriving.
  • You have to survive for more than one day: Competition is everywhere. Just a slight delay in your site loading speed and customers are free to hop onto another site. Sure, this is inevitable in business, but playing to your strengths is a timeless mantra. Being persistent about your unique values-based offering, engaging your audiences, focusing on your customer’s convenience, and always optimising your business growth plans. These are long-term aspects that will earn you a spot in the forefront and show that you’re here for the long haul. Not just making heated, in-the-moment snap decisions purely to survive.

Want to see more articles like ‘What eCommerce Businesses Can Learn from Australian Survivor’? Let us know!

Looking for an eCommerce agency partner that has your back? Boost your online business growth with us today and see how we can help. Book a free strategy session here. Or, better yet, check out our agency secret to helping your business grow with less effort over time.

The Latest eCommerce Insights Australia and Asia-Pacific [July 2021]

Australia has made the jump from the 10th largest eCommerce market to the 7th in the world. The latest eCommerce insights show that this contributes towards the worldwide growth rate by a staggering 26% (2020). With eCommerce tapped as a key economic growth driver, the internet has broken down barriers of previous confines reserved for bigger players that bear larger resources to expand. Given its location as well, Australia is logistically primed to service the APAC region with more innovations and products as both regions ride the significant eCommerce expansion wave. Whilst potential and opportunities are clearly available, it is also important to note the current headspace of customers, how you’re able to meet them at the point where the value your products present, whether it meets their current needs, and the price point they are comfortable with, converge.

Here are a few things that outline the eCommerce growth potential and consumer perspectives for both Australia & APAC:

Key eCommerce insights for Australia & APAC

  1. The top five largest categories in E-commerce Australia are: Fashion (26% of total revenue in Australia) Food & Personal Care (26%), Toys, Hobby & DIY (19%) Electronics & Media (18%) and Furniture & Appliances (11%).
  2. Locad, a specialist eCommerce logistics and supply chain management integrator based in Singapore, has raised US$4.9 million in a funding round led by Sequoia Capital India’s Surge. It aims to provide a fully integrated solution that looks to resolve some of the common pain points within eCommerce, particularly the slow and often complex supply chain systems.
  3. Asia Pacific account for 75% of global retail growth and 64% of eCommerce sales.
  4. Search interest for things like “air fryer” rose by 190% in Singapore during lockdown compared to earlier in the year. Whereas Vietnam saw a 68% growth for “blender,” and queries for “coffee maker” grew by 33% in the Philippines.
  5. As much as online shopping is a thing, customers are watching their wallets — 55% of Singaporeans said they would wait for a promotion before buying their delayed purchase, and 40% said they are looking to trade down to a cheaper alternative.
  6. In Australia, 59% of 18 – 29 year olds say a savings account is more important now than before the pandemic. They also say an everyday savings account (53%), stocks or equity investments (46%), and comprehensive car insurance (36%) are more important to them now than they were prior to the pandemic.
  7. 50% of Aussies claim YouTube helps them decide which brand or product to buy.
  8. Over 50% of Aussies said that brands can be most helpful to them right now by setting realistic expectations regarding the availability of their products and services.

Looking for an eCommerce agency partner that has your back? Boost your online business growth with us today and see how we can help. Book a free strategy session here. Or, better yet, check out our agency secret to helping your business grow with less effort over time.

Why Does Amazon Want To Track Your Sleep?

So Amazon has gotten the go-ahead to track your sleep. What does this mean? Amazon made an initial request to the FCC which was filed on June 22nd (according to SlashGear), claiming that its planned use of radar would enable “touchless control of device features and functions without causing harmful interference to co-frequency users,”. The main aim for this would be to help elderly users, or those who have limited mobility or speech difficulties. Amazon also says that the new sensors can be used for “sleep tracking and could help improve consumers’ awareness and management of sleep hygiene.” It has been confirmed, however, that this roll-our will not include mobile devices.

Given the recent privacy concerns, particularly heightened by Apple’s iOS updates, users will continue to have more of a say over their data and how much they are willing to disclose. While sleep tracking isn’t new, tracking adds another layer to the role that IoT products will play in the consumer lifecycle. Despite the list of concerns when it comes to this, hands-free devices have been amazingly well-received by people in wheelchairs or those who are blind. With this go-ahead, Amazon has free rein to roll out a new version of the Echo that will let turn off your TV or set alarms using a nod or a hand wave and, hopefully, sign language. Doing this also cements Amazon a spot against current leaders in the health-monitoring game: Apple & Google.

While privacy concerns are there, the variety of benefits to this roll-out opens up a new expanded market for diverse audiences. This allows more opportunities for businesses to integrate conveniences into existing products that will assist and include a large range of audiences. But, whether or not your sleep data will turn into fodder for ad-targeting in the future is something that is still up for debate.

Looking for an eCommerce agency partner that has your back? Boost your online business growth with us today and see how we can help. Book a free strategy session here. Or, better yet, check out our agency secret to helping your business grow with less effort over time.

Top Reads of the Week

1. Mobile-First Indexing for Search Rankings

Barry Schwart gives an outline of what it could mean for businesses and digital marketing strategy now that Google has started experimenting with mobile-first indexing for search rankings. Bottom line? It’s what everyone’s been saying in the past year: optimize your website content for mobile browsing!

2. Trump the Marketing Master?

It hurts to acknowledge it — but Trump was probably the best candidate at integrating online and offline marketing, whereas Clinton, Jeb Bush, and Bernie Sanders had campaigns that relied on traditional or outdated strategies. Who knew his shouting on Twitter yielded results?

3. The Future of E-Commerce: Social Selling

It’s the rise of native selling. Social media platforms such as Facebook, Twitter, and Pinterest have been tweaking and optimizing their shopping features – allowing advertisers to engage customers, who can then buy the product on the platform itself by clicking on a “Buy” CTA button.

4. Optimize Your Holiday Campaigns

Kissmetrics brings attention to the importance of customer analytics to maximize profits during your holiday sale. It’s worthwhile to adjust your campaigns in response to concerns directly related to customer behavior during the holiday season — including taking a multi-channel approach, focusing on specific shopping days, and upgrading customer service.

5. The Do’s and Don’ts for an Aesthetically Pleasing Website

SEO and great content aside, a well-designed website can go a long way with leading customers through the purchasing journey to checkout.

Weekend Wind-Down

It’s been a long week – have a cute kitten gif to start off your weekend.

Happy Friday!

Top Reads of the Week

1. Analytics Demystified

A step-by-step breakdown of metrics, PIs, and KPIs, and why you should place more thought and analysis for the data you choose to include in final reports. As Jeff Rajeck argues, analysis is often the most important and most overlooked part of analytics reports.

2. The Year of the Supershopper 

An insight into mobile shopping: a large proportion of users use mobile to discover, browse, and research. In short, they keep their options open — and it’s something to consider when adjusting mobile bids and optimising your reach across platforms.

3. Content Marketers Share Their Secrets

Some tips and words of wisdom from top content marketers on staying inspired and creating quality content. What we found most useful?

Chris Ducker:

“If I could go back in time and give my newbie content creator self a bit of advice it would be to repurpose, repurpose, and repurpose. Back when I first started creating content, boy oh boy, was I wasting time. Now almost every piece of content that I create is repurposed in some way, shape, or form.”

4. Forecasting and Trend Data in Google Keywords Planner

A quick run-through of the new forecasting features on Keywords Planner, including forecasted impact of keywords and data for competitive domains.

5. Why Designing for Delight Doesn’t Always Work

Main takeaway: Spend more time understanding what the customer needs. As the author puts in, “If you really want to impress your customers, stop focusing all your energy on delighting them, and consider where your customer is at rather than where you want them to be.”

Weekend Wind-Down

What are better than photos of animals? Photos of derpy animals, obviously.


Happy Friday!