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Ometria Customer Success Monthly Digest

Hey there, it’s Liam and Reece here from the Customer Success team, with some of our highlights from the past month. Hit 'reply' to get in touch with any questions!

February’s release of the month comes courtesy of our in-house retail marketing and deliverability experts detailing best practice for re-defining email engagement in light of iOS-15. 

From 20th September 2021, email marketing changed irreversibly, with the launch of iOS15 meaning that Apple now preloads images whether or not the email was actually opened, leading to an artificial inflation of open rates. Now, open rates are a less useful measure of engagement, with these false opens diluting your email list. So what can you do instead?

This downloadable PDF explains alternative measures of engagement, as well as actionable insights to keep email engagement high and ensure that the introduction of iOS15 doesn’t railroad your CRM strategy, but instead provides a springboard for your future success.

3 steps to boosting personalisation through merge tags

Want to boost personalisation in your emails past segmentation, subject lines and recommendation engines? Utilise our merge tag feature to add dynamic content into your campaigns and ensure you are giving your customers marketing experiences that they will love. 

First… Navigate to the template builder and edit the text in a block which contains copy. Merge tags can be inserted on both automation and broadcast templates! 

Next, enter a merge tag into the copy to pull dynamic information which is personalised to the recipient. In this example, we are entering into the copy of an abandoned basket email. This will pull in the name of the recipients first product in their basket!

Finally, send yourself a test email to ensure everything is generated correctly, then save and publish! It’s that easy to create personalised copy using anything from order data to the recipient's name.

The number of potential use cases for merge tags far outweighs what we can list here, and their availability depends on the kind of campaign that you are sending. Our Merge tags in Ometria support article lists all available merge tags in Ometria.

Campaign close-up

We’ve built up quite a library of Valentine’s Day best practice over the years, and from that gained some insights into what makes a great Valentine’s Day campaign, but this year we fell for a campaign taking a slightly different tack. Astrid & Miyu used this Valentine’s Day to encourage us to send love to ourselves. 

Redefining seasonal campaign expectations is what makes a retailer stand out in a busy inbox and this campaign was truly a head turner. 

Whilst the on-brand colour palette, animated gifs and clear CTA’s helped push the message of self-love and kindness (proving that V-Day isn’t all about red roses) it was the subtle personalisation in this campaign that really stole our hearts.

The banner showcased the A&M loyalty program dynamically updating depending on your membership status. This program, aptly named Astrid & You, demonstrates a brand who know their personality and are able to playfully leverage this in their content.

A gorgeous campaign with a kind intention, leaving our hearts all the more full this Valentine’s Day.