Lightboxes Improve Cart Recovery


Lightboxes increase abandon email capture…

One fragment of big data is utilizing browser and cart behaviour for better profiling, accurate product recommendations and cart abandonment emails.

One of the most prominent best of breed specific software packages for this service is FreshRelevance (used to be called: Triggered Messaging).
By installing script on your site much like you have for Google Analytics, the tool will watch your site and store product interaction on individuals who can be identified.

One of the very cool things it can do is look visitors up in your ESP when they click through from an email. This means that no personally identifying info is carried around and each bit of software is used for its core job and compliments the other.

However, as usual, one of the primary goals is to rescue and convert to new visitors who’s email address you do not have. If they don’t enter it you get nothing.
When someone is shopping as a guest it has become popular to ask them for an email address to save the cart. This avoids the often over complicated and tedious process of creating a whole new account at point of check out but it still allows you send an abandoned cart email.

If you use FreshRelevance it turns out at our trusted PadiAct is the lightbox of choice. Sign-ups through a PadiAct lightbox can be picked up by FreshRelevance and of course will send emails back to your choice of ESP where you do your welcome email thing too.

Stay tuned for some specific ecommerce lightbox tips

Microsoft giveth then taketh away


Outlook on Android winning / windows 10 is made of fail

Just as the Outlook app finally promises to deliver responsiveness to Android thus completeing the responsive provision in the mobile world, Microsoft announces the new windows10 outlook that will not only ignore media queries, it is identical across all windows10 devices, no matter the screen size. So not even hybrid cannot make it work.

Could this give Gmail the excuse it needs not to bother with the promised responsiveness for its email apps?
Did anyone care about windows mobile, yet, will they ever, who cares?

Will the outlook app on android get less clunky and acheive its full potential? If so might that be enough for google to pull its finger out?
I like it, while it’s not quite ready yet the feature set is near perfect.

Either way time will tell but we’re still short on a responsive android since lollipop has dropped a native email client in favour of Gmail – that client was pony anyway.
Although my old XperiaZ just got lollipop and Sony’s left one in, not that I use it, I use Mailbox [function over fashion], until Outlook’s ready or Google makes something decent.

The great big data fragmentation


Collections of focussed, specialised tools for each job instead of one big suite for all

It’s not a secret that the phrase “big data” didn’t actually bring anything new: single customer view, data mining etc. have been around for a long time. But the ability to attain, store and use that data tends to require a custom build in house or a very expensive all encompassing suite.

Subsequently it got written off for all but the larger brands who could use and value justify the cost of the big suite.

It felt like this knowledge had got lost over the generations of SME marketing managers whose predecessors had ripped the knowledge from the archives to save future generations from such disappointment.

The catchphrase “Big Data” was enough to bring these wants and dreams back to the minds and hearts of all marketers, including those who couldn’t afford it.

This time though, those people whose investigations would have thrown them into such hope of a feature set only to be broken by the price, had a much better time of it as will we all.

“Multitasking is the thief of quality”, today’s solutions are about specialist software, focussed and best of bread not the full all singing all dancing suites that may do everything but not all of it will be what you want.

The best of Big Data is a fragmented solution where you buy a solution to your problem not one solution to all problems and use what you need.

Focussed solutions like abandoned forms and baskets from software like Triggered Messaging, Light Box sign up forms from software like PadiAct, where the solution is a very narrow element but you get so much control and so many options and so much data.

Added to that, the new demands from the marketer have caused existing software providers to make more of their data available with added features to use it.

ESPs are a great example. While an ESPs will count each event that can happen to an email, the stats available are often basic. This new requirement has pushed ESPs to compete over data mining features as they have over deliverability, visual-editors and customer service over recent years.

Engagement, single customer view, automations, purchase & abandon purchase tracking and more are available from an ESP.

It may not surprise you to know that not all features are written by each ESP, some are white-labelled specialist 3rd parties. That is not a bad thing at all. No ESP has tried to write their own inbox preview software, most just API to Litmus and many even tell people about it.

The only concern is when brands get bought and solutions are bundled together as a single product but are not and feature quality is diluted as the suite grows.

A few seasoned ESPs have been bought by seasoned database & enterprise solutions firms or an ESP has bought other companies for features they want. There is a lot of confusion over what they actually offer now or what they were bought for and this will serve to open the door to the more fragmented solutions where you pick and choose dedicated best of breed solutions and expect them to work together.

Nowadays people expect the ESP to integrate more because that is the end point for the data but cloud based Single Customer view solutions are arriving to sit in between multiple databases and you ESP, keep an eye for them, they’re game changers.