Reading Time: 15 minutes If you’ve been in the Ecommerce game longer than ten minutes, you’ve probably noticed a pattern: every marketer under the sun is obsessed with finding the perfect Ecommerce marketing automation software platform. And honestly? They’re not wrong. Standing out in the cut-throat Ecommerce world is about meeting your audience where they are with hyper-personalized messaging. Spending 23 hours a day doing it manually? News flash: without marketing automation software to help you automate your Ecommerce campaigns, you don’t stand a chance. That’s why 35% of marketers have already automated their Ecommerce customer journeys. But don’t worry, we’ve got your back. This blog post will help you clearly understand and fearlessly implement marketing automation for your Ecommerce brand. Let’s get started!   What is Ecommerce Marketing Automation? Ecommerce marketing automation is the use of software to streamline, personalize, and scale marketing tasks. It powers activities like email campaigns, SMS, push notifications, and customer segmentation. It helps you create smoother, more personalized customer journeys without lifting a finger every single time. By automating repetitive yet impactful tasks, like sending birthday discounts, reminding customers about abandoned carts, and segmenting audiences, you free yourself to focus on strategy. Put simply, it’s how you make your brand feel personal at scale without breaking a sweat.   6 Benefits of Automating Your Ecommerce Marketing By automating the repetitive tasks and fine-tuning your messaging at scale, you can focus on what really matters: building an Ecommerce brand your customers love. Here’s how automating your Ecommerce marketing can take your business to the next level. Improved Customer Insights: Marketing automation for Ecommerce helps you uncover patterns, such as when customers browse, what they frequently abandon in their carts, and how they respond to your campaigns. Understanding this helps you tailor future strategies, delivering what your customers want without the guesswork. Enhanced Customer Service: Make your customers happy, and the revenue will follow. Marketing automation for Ecommerce improves customer experiences by resolving their queries almost instantly. Whether they seek sales assistance or post-purchase support, they no longer have to listen to the annoying IVR music or wait for someone to respond to their ticket. Generate More Leads: Ecommerce marketing automation can improve leads qualitatively and quantitatively. Interestingly, it is a symbiotic relationship, where automation nurtures leads to develop a loyal customer base, which in turn transforms into brand advocates. Such evangelists attract more leads and improve lead-generation activities. Omnichannel Monitoring: Let’s say a customer clicks on your Instagram ad, checks their cart on desktop later, and finishes the purchase on your app. Ecommerce marketing automation platforms track this entire journey, showing you how your customers interact across platforms. It’s like having a bird’s-eye view of all your channels, making omnichannel strategies smoother and more effective. Better Customer Relationships: Automation isn’t just about scaling. It’s about humanizing your approach. Ecommerce marketing automation tools can send personalized messages based on customer behavior, like a thank-you email after a purchase or reminders for a sale item they were eyeing. Over time, these little touches build stronger, more loyal relationships. Higher ROI: By targeting the right customers at the right time and cutting out wasted efforts, you see better conversions, an increased lifetime value, and more efficient campaigns. It’s no surprise that brands using marketing automation for Ecommerce see higher ROI than those managing everything manually.   How to Use Marketing Automation for Ecommerce More Effectively When done right, Ecommerce marketing automation becomes your secret weapon for building stronger customer relationships at scale. Let’s explore how you can level up your automation game and make your Ecommerce workflows work harder for you. 1. Acquire New Contacts You can automate your marketing for Ecommerce to grow your contact list and attract new customers. If you regularly produce high-quality, actionable, and insightful content, your audiences will be keen to hear from you. This situation can be an excellent premise for offering them something of value in exchange for adding their information to your email list. Typically, surveys, whitepapers, reports, and similar documents are available to those who sign up for a business newsletter. Similarly, if someone makes a purchase on your online store, your Ecommerce marketing automation software can add their details to your customer database. Every addition offers granular insight into buyer profiles and helps discover commonalities, which you can later exploit. 2. Segment Your Audience Segmenting your subscribers helps you increase sales by offering customers what they already want. You can segment your contacts to make lists based on various common factors like location, average order value, engagement level, age, profession, etc. For instance, if you have two different types of newsletters for subscribers based on their interests, you’d have to create two different lists of contacts in your Ecommerce marketing automation software to send the right message to the right customers. In fact, you can achieve several levels of segmentation via lists, tags, and custom fields to make your messages highly targeted and relevant to customers. 3. Welcome and Onboard New Customers Like it or not, first impressions matter. Nowadays, it’s a given that signing up on a website would trigger Ecommerce email marketing automation workflows that will welcome customers to the website. These communications can require explicit consent for adding the customer to the email list (we know, managing an email list isn’t easy), share an overview of the brand’s value or message, or guide them through the purchase process. You can also lure the new accounts with promos and discounts that will get them swiping their card in no time! A welcome series can also be particularly helpful in extending customer service for those who have already purchased your product or service. You can share details on how to use the offerings to extract maximum value. Such a consideration can boost customer loyalty and enhance customer experience. 4. Automate the Checkout Process for More Sales A complicated checkout process can deter customers from completing their purchase, but you can prevent a large percentage of abandoned carts by creating a smooth and trustworthy checkout process. With marketing automation for Ecommerce, you can fill in customer details automatically and display preferred payment options to make it as convenient as possible for customers to complete a purchase. You may also add a live chat option on the checkout page to swiftly answer customers’ queries during the buying process. 5. Translate Abandoned Carts into Sales Cart abandonment is a serious problem in the Ecommerce sector. About 7 out of 10 buyers abandon products in their cart for various reasons. This figure varies depending on the device. As a result, cart abandonment can cost your online Ecommerce store billions of dollars in sales per year. Fortunately, marketing automation for Ecommerce attempts to offset these losses through regular follow-ups and check-ins. Automatically triggered emails that hit the right combination of subject lines, email copy, and CTA could convince the shopper to buy from you. 6. Win Back Inactive Customers Similar to cart abandonment, you could have customers who may have signed up on your online store only to forget about you entirely! Or you could have someone who made an occasional purchase and pulled the plug on their CLV. Ecommerce marketing automation platforms can help in such instances. You can customize email marketing automation campaign workflows that deploy after a lapse of X number of days, offering the client coupons or promos to pique their engagement. 7. Capture Customer Feedback Ecommerce brands that encourage customers to post their ratings and reviews against the products can improve conversion rates. In this regard, marketing automation software makes the task easier through automatic feedback collection. You can implement email marketing automation for Ecommerce that prompts the buyer to share their customer experience after X days post-purchase. 8. Establish Omnichannel Presence Consider a situation where someone has browsed through the products on your online store. This action indicates that they are either curious about the product or have considered purchasing it. That’s a lead right there. Through Ecommerce marketing automation tools, you can reach the lead through other channels, say social media platforms, and test their responses. If they continue engaging with the ads, it is a clear indication that they are a qualified prospect. Automated workflows can then capture their details and continue nurturing them to the point of purchase. That’s the beauty of omnichannel marketing! 9. Send Media-Rich Dynamic Communications Dynamic content refers to customizing your content for visitors. With dynamic content, the content and images on your pages adapt to customers’ in-session behavior, demographic data, and characteristics. This offers two benefits. First, presenting relevant offers helps decrease bounce and increase conversions. Second, it allows you to create personalized experiences. Including rich media, such as product images, can make a world of difference when you are re-engaging your leads. For our Ecommerce customers, we’ve seen product images improving their CTR for emails and rich push notifications. It also offers great potential to cross-sell or upsell products on your online store. All you need to do is set up product blocks and let your marketing automation platform handle the rest. This form of content marketing automation for Ecommerce will share relevant details such as product specifications, price, and other crucial details that will be too tempting to pass up! 10. Use Lead Scoring for Higher Conversion Rates An Ecommerce marketing automation platform that offers lead scoring can help you boost conversions by automatically sending personalized content to prospects depending on their position in the sales funnel. Lead scoring can also be used for pre-qualifying leads before passing them onto your sales team by assigning a score to every lead based on their actions on your website and other predetermined factors. Cold leads or those with low scores can be segmented further and nurtured with personalized content before passing them on to the sales team. For instance, as soon as a subscriber shows interest in buying from your Ecommerce store, you may automatically enter them into a drip campaign to slowly nudge them into completing the purchase. You may set the following types of automated email marketing campaigns to nurture your leads and drive customer loyalty as well: An automated welcome email series for effective onboarding Follow-up emails to remain in touch with new leads on certain predetermined milestones Offer emails to encourage purchase Review requests for feedback and user-generated content (UGC) Abandoned cart emails to recover lost revenue Emails celebrating milestones and personal events 11. A/B Test Your Landing Pages A/B testing refers to simultaneously testing two or more variants of a page to see which one performs the best. With your marketing automation Ecommerce software, you can quickly run such tests between your product pages and landing pages to make informed decisions regarding the digital assets you’ll use. Some of the elements you may consider for split-testing are: Headlines Compare a longer versus a shorter headline Ask a question in your headline Use a testimonial in your headline Try positive and negative emotions Calls-to-Action Compare the use of words like “Free”, “100%”, “Bonus”, etc. Try different color combinations Placement of text Banner Image Placement Color scheme Text on display 12. Invest in an Automated Social Listening Tool With an automated social listening tool, you can monitor customer conversations around phrases, keywords, hashtags, and industry-specific terms. This will give you a holistic view of how customers talk about your brand and what they expect from it. Some social listening tools are also equipped to run sentiment analysis on captured data to give you actionable business insights. 13. Automate Reviews on Your Website Gathering customer feedback and acting on it is crucial to your brand’s success. However, manual collection of reviews can be a tedious job. Instead, you can set up trigger emails that are automatically sent to customers a few days after product delivery to ask for feedback. You may even use web push notifications or in-app prompts to gather feedback and reviews for your products. 14. Reward Loyal Customers Loyal customers buy more. With Ecommerce marketing automation, you can segment your best customers and reward them for their shopping behavior to boost customer loyalty and subsequent sales. An automation program can also be set to convert first-time shoppers into repeat customers by automatically rewarding them with a special discount or promotion via email. Offering customers a coupon or discount code that applies to their second purchase is an excellent way to keep them coming back. Under your loyalty program, you can offer flat discounts, exclusive offers, BOGO promotions, free gifts, and more. 15. Use Chatbots for Customer Service Customer service is the focus of most Ecommerce brands and requires dedicated resources to tend to customers 24/7. This translates into a significant amount of revenue for any brand, which can be optimized with the introduction of chatbots in the front line of customer service. But that’s not all. You can also use chatbots in retail and give your shoppers a highly personalized experience.   7 Ecommerce Marketing Automation Examples to Learn From How can you improve conversion rates and other key metrics through marketing automation for Ecommerce? Nothing hits home like an example does. So here’s a list of marketing automation best practices and strategies used by real-world Ecommerce brands to help you get the gist. 1. Nike: Customer Service Chatbots Source: https://www.producthunt.com/products/github-visualizer#nike-stylebot   As you can see in the above image, Nike StyleBot uses chatbots in retail and gives its shoppers a highly personalized experience. It helps customers style their shoes and browse previously uploaded designs for inspiration. Shoppers can interact with Nike StyleBot on Facebook Messenger to mix and match, create their designs, and share them with friends, making the whole experience a lot more fun than usual. 2. Tattly: Reward Points for Every Purchase Source: https://reallygoodemails.com/emails/youve-earned-6-tattcoin-   Tattoo marketplace Tattly runs an automated point-based system that offers reward points for every purchase that can be redeemed on the site for discounts or other goodies. Why is it such a good Ecommerce strategy? Because, c’mon, who doesn’t like discounts? As you’d agree, customers who buy the second time are even more likely to return for the third time, and so on. Incentivizing subsequent purchases through carefully crafted reward programs, like Tattly does, is an excellent way of building loyalty and promoting sales. It’s a clever way of using a marketing automation software platform! 3. Belgian Boys: Ecommerce Marketing Automation with a Win-Back Email Source: https://reallygoodemails.com/emails/we-miss-you-belgian-boys   Belgian Boys, an NYC-based breakfast item brand, uses email marketing automation software workflows that deploy after a certain number of days have passed without any action from a customer. Given that the account has already gone cold, the brand has nothing to lose, right? That’s what they thought when sending this automated email. The copy’s dripping with food-related metaphors that make the reader lick their lips and think twice about leaving the brand forever. Plus, instead of boring CTAs like “Shop Online” or “Order Now”, the CTA “Wait, there’s been a mistake” is pretty conversational, which makes it all the more fascinating and click-worthy. It gives off a feeling of mystery — the customer is left wondering what’s going to happen next, so they’re tempted to click the button. 4. Airbnb: Request Customer Feedback Source: https://reallygoodemails.com/search/emails/airbnb   First of all, customers seeing a warm and friendly subject line like “We’d Love Your Feedback! It’ll Only Take 3 Minutes” can’t help but open the email. As you can see, this automated email from Airbnb encourages customers to share their feedback about the brand—a chance for them to improve conversion rates. Ecommerce marketing automation software helps them implement email automation that prompts the buyer to share their experience after a certain amount of time following their purchase. 5. Warby Parker: Automated Shipping Confirmation Email Source: https://reallygoodemails.com/emails/transactional-update-email-design-from-warby-parker   Warby Parker sends this email when a customer’s home try-on glasses are shipped. Okay, cool. The customer knows that their order is on the way, and they can track it. They can also verify their address as mentioned at the bottom of the email. But you know what sets this automated email apart? It thanks the customer. And don’t miss the playful “Just for you” heading and the sentence congratulating the customer on choosing to try on the glasses at home. All of that’s a humble way of acknowledging that the customer is important for their brand. Because transactional emails, like this one, get high open rates (who doesn’t want to know when their order has shipped?), Warby Parker knows they can drive a ton of traffic and get sales if they include a few strategic CTAs. 6. Dyson: Abandoned Shopping Cart Email Source: https://reallygoodemails.com/emails/items-in-your-basket-at-dyson-com   Life is hectic, and customers are fickle. There are a thousand reasons why customers don’t finish the checkout process, and Dyson knows that. Sending them this gentle reminder is a surefire way to not only show them that Dyson cares about them, but also coax them to finish what they started. 7. Patagonia: Welcome Email Automation Source: https://reallygoodemails.com/emails/welcome-to-patagonia-emails   When a customer signs up for Patagonia’s emails, they’re immediately welcomed to the email list, with the promise of all types of useful content. And guess what? At the bottom of the email, Patagonia includes a lot of different calls to action (CTAs). When customers click on those, they’re already telling Patagonia what they’re interested in before they’ve even purchased anything. Smooth, right?   5 Best Ecommerce Marketing Automation Software to Increase Engagement Below, we’ll walk you through five of the best Ecommerce marketing automation platforms. We’ll break down what makes each one shine in its own way, where they might fall short, and give you pricing insights to help you pick the right fit for your Ecommerce brand. Let’s get right into it. 1. MoEngage MoEngage is one of those rare platforms that makes tech advanced enough for enterprise brands while still being friendly for mid-sized Ecommerce teams. It’s an all-in-one customer engagement platform combining push notifications, in-app messaging, SMS, email, and more—all tailored for customer lifecycle management. Its standout feature? AI-powered Ecommerce personalization. MoEngage uses machine learning to analyze customer behavior and predict what they might be interested in buying next. For Ecommerce brands, this means you’re not just spamming offers, but landing in their inbox or notifications with exactly what they’re most likely to purchase. How Pricing Works: Plan details vary based on the features your brand needs. Request a custom quote for enterprise-level flexibility. Best For: Ecommerce brands looking for cross-channel marketing automation and predictive audience segmentation with intuitive workflows. 2. BigCommerce Source: https://www.bigcommerce.com/apps/atom8/   BigCommerce is an all-encompassing Ecommerce platform with features to build, run, and grow your online store. That said, because it’s primarily a platform to build and manage your Ecommerce website, its marketing automation workflows can sometimes feel limited compared to those in tools like MoEngage or Omnisend. That’s because BigCommerce doesn’t offer automation on its own platform; you need to integrate GritGlobal’s Atom8 Automation to optimize your online store. So, if you’re neck-deep in email workflows and need automated email drip campaigns, for example, BigCommerce might not check every box. How Pricing Works: Their pricing is tailored to each client’s needs, depending on the growth stage they’re in. Best For: SMBs and mid-market businesses looking for a do-it-all Ecommerce platform with baked-in automation for basic marketing needs. 3. Omnisend If email marketing is your bread and butter, Omnisend may just bake you a second loaf. Designed specifically for Ecommerce marketers, Omnisend combines email, SMS, and push notifications to engage customers at every stage of their journey. Its pre-built, Ecommerce-specific workflows (hello, abandoned cart recovery) are built to save you hours of setup time. The magic lies in its deep integrations with Ecommerce platforms like Shopify, WooCommerce, and BigCommerce. Omnisend’s segmentation features are also worth shouting about. You can easily target customers based on behavior, past purchases, and even how much they’ve spent, so your messaging is as relevant as possible. Where might it fall short? Limited flexibility in cross-channel campaigns (beyond email, push notifications, and SMS). How Pricing Works: Omnisend offers a free plan with basic email automations for 500 contacts. Plans scale upwards based on email list size and features. Best For: Ecommerce brands working with smaller teams but seeking powerful email/SMS automation without the hefty price tag of more enterprise solutions. 4. Rejoiner Rejoiner is at its best for one thing and one thing only: reducing your cart abandonment rates. If your Ecommerce brand is losing more customers than it wins at checkout, this platform can help you build laser-focused campaigns to bring those shoppers back. Its predictive revenue tracking ensures you have clear visibility into how much money is at stake and saved with each abandoned cart workflow. The downside? It’s not an apt tool for cross-channel marketing automation. If you need broader automation beyond email, like SMS, in-app, or push notifications, you’ll need to integrate it with other tools or run them separately. How Pricing Works: Rejoiner’s pricing ranges between $25/month for 1K contacts and $1,695/month for 149K contacts. It offers custom pricing for a list of over 150K contacts. Best For: High-traffic Ecommerce brands laser-focused on maximizing revenue recovery from abandoned carts. 5. ShipStation At first glance, ShipStation might seem like an odd pick for a list of Ecommerce marketing automation tools. But hear us out. While it’s primarily a shipping software solution, it earns its spot here because of its lesser-known post-purchase automation tools. You can delight customers with personalized shipping confirmation emails, branded tracking pages, and upsell offers strategically placed in delivery notifications. If you’ve ever wanted to strengthen loyalty and cross-sell opportunities after someone completes a purchase, ShipStation’s workflows can be a game-changer. However, it’s not built for pre-purchase interactions. If you’re looking to create in-depth automation around acquisition, consider other platforms in this list first. How Pricing Works: Plans start at $9.99/month for smaller businesses and go up to $399.99/month for advanced features and higher shipping limits. Best For: Mid-to-large Ecommerce brands looking to enhance post-purchase customer engagement and improve the customer experience.   Why Omnichannel Beats Multichannel Marketing Automation for Ecommerce Multichannel marketing automation fails to deliver a cohesive experience. It gets your messages across different platforms, but the messages are disconnected. In contrast, omnichannel marketing automation is about connecting the dots so every message feels like part of one big, seamless experience. We know you’ve already heard enough on the omnichannel vs. multichannel marketing debate. But seriously, it gets more interesting when you stop and think about it. Picture this: a customer clicks on a product ad on Instagram, later gets an app notification with a discount code, and finally receives an email reminding them the item is almost sold out. Each touchpoint builds on the last, creating a smooth, personalized customer journey. That’s how omnichannel marketing automation works. Take Nordstrom, for example. Added something to your online cart? You can pick it up in-store the same day. Every interaction, whether it’s an email, a notification, or an in-store visit, feels like part of the same story. A multichannel approach might stop at sending a single email for an abandoned cart. Whether you’re doubling down on omnichannel and cross-channel engagement with MoEngage, building loyalty post-purchase with ShipStation, or maximizing abandoned cart recoveries with Rejoiner, the key is finding the right fit for where you are and where you want to go.   Set Up Ecommerce Marketing Automations with MoEngage MoEngage lets you create seamless, personalized customer journeys that feel more human. From AI-driven insights to tailored message automation, it’s built to keep your audience engaged at every step of their Ecommerce journey. Ready to step up your Ecommerce marketing automation game? See MoEngage in action. The post Ecommerce Marketing Automation Strategies to Boost Revenue appeared first on MoEngage.

New Research Scientists Use DNA to Trace Early Humans’ Footsteps From Asia to South America Over thousands of years, humans from Eurasia trekked more than 12,400 miles to eventually reach the southernmost tip of South America, a new genetic investigation suggests Researchers have used genomic sequencing to trace what they’re calling the “longest migration out of Africa.” Nanyang Technological University Tens of thousands of years ago, Homo sapiens embarked on a major migration out of Africa and began settling around the world. But exactly how, when and where humans expanded has long been a source of debate. Now, researchers have used genomic sequencing to trace what they’re calling the “longest migration out of Africa.” Over the course of many generations and thousands of years, humans from Eurasia trekked more than 12,400 miles to eventually reach the southernmost tip of South America, according to a new paper published in the journal Science. In addition to providing insight into human expansion throughout the Americas, the analysis also sheds new light on health differences between populations. In the future, the researchers hope their work will contribute to personalized medical care based on an individual’s genetic profile. “[It is] only after we know the entire genetic makeup of humanity that we can provide precision medicine that is specific to the needs of every ethnic group, in particular, those that have become endangered and are on the brink of going extinct,” co-author Stephan Schuster, a genomicist at Nanyang Technological University in Singapore, tells the Straits Times’ Judith Tan. #NTUsg researchers: Early Asians made the longest human migration in prehistory Watch on For the study, an international team of scientists analyzed the genomes of 1,537 individuals from 139 ethnic groups in South America and Northeast Eurasia. Comparing this DNA allowed them to reconstruct the human migration from Asia to South America, following the “genetic footprints left behind by the early settlers,” as lead author Elena Gusareva, a biologist at Nanyang Technological University, tells Cosmos magazine’s Evrim Yazgin. Modern humans arrived in northern Eurasia around 45,000 years ago. By roughly 31,600 years ago, they had migrated east toward Beringia, the land bridge connecting Asia and North America in what is now the Bering Strait. From there, they walked into present-day Alaska. They expanded across North America and eventually headed into South America, reaching the continent’s northwest tip around 14,000 years ago. “Our findings show that Native Americans are descendants of Asian populations, particularly from the West Beringian region,” says study co-author Kim Hie Lim, a genomicist at Nanyang Technological University, to the South China Morning Post’s Victoria Bela. This South American group then split into four genetic lineages, the researchers found. One population headed east toward the Dry Chaco region, while another went south to Patagonia. One climbed up into the Andes Mountains, while another remained in the Amazon basin. Once the groups split off, they became isolated by the continent’s geography, which reduced their genetic diversity. More specifically, the researchers found a reduced diversity of human leukocyte antigen (HLA) genes, which help support immune health. Reduced genetic diversity may have made these early South Americans more susceptible to diseases introduced by European colonists, the researchers posit. “Understanding how ancient populations moved and settled not only helps us understand human history, but also explains how their immune systems adapted to different environments,” Kim tells the Borneo Bulletin. Data used in the study came from GenomeAsia 100K, a large-scale project that aims to sequence 100,000 Asian human genomes. “Most existing medicines were developed based on studies of European populations, often excluding Indigenous populations,” Kim tells Live Science’s Kristina Killgrove. “It is critical to provide tailored healthcare and disease prevention strategies that consider their specific genetic profiles.” Get the latest stories in your inbox every weekday.

Heads-up: Father’s Day is June 15, meaning it’s time to show the paternal figures in your life some love. The best Father’s Day gifts should be thoughtful, and to alleviate your stress, we’ve got options, no matter what type of dad he is. From gadgets he’ll actually use to games you can enjoy together, we’ve curated a gift guide that covers just about every base, at every budget. So whether he’s into self-care essentials, is a world-class chef in the kitchen, or is planning a long-awaited getaway, we think there’s something in here that’ll show dad just how much you appreciate him.Our top picks for the best father’s day gifts:For the Style-Forward Dad: Comme des Garçons Embossed Wallet, $100For the Handy Dad: Toyo Y-280 Steel Angle Tool Box, $32For the Dad Who Loves Being Pampered: Flamingo Estate Roma Heirloom Tomato Hand Care Duo, $116For the Dad Who Loves A Beer: Corkcicle Chillsner Portable Beer Chiller, $40For the Dad Who Always Wants A Slice : Ooni Koda 12 Gas Powered Pizza Oven, $399For the Anthology-Loving Dad: New York Times Custom Space History Book, $90Browse by CategoryClothing and accessoriesLululemon Steady State Pullover HoodieA classic black sweatshirt is another closet staple he can wear year-round. Luckily, this one from Lululemon won’t fade easily so dad can wear it 100 times over. Cozy Earth Bamboo Stretch-Knit Long Sleeve Pajama SetQuite possibly the nicest, softest pajama set he’ll ever own. Did we mention you can even monogram them? Oliver Peoples Errisson SunglassesThese sunglasses will keep him shaded on morning walks to the office and sunny days sprawled out on the beach. Oliver Peoples are designed to last for a lifetime, meaning these opticals are basically heirlooms in the making. Porter-Yoshida & Co. Noir Tote BagThe hallmark of a great gift is a slightly nicer version of something he already owns. Since he loves his trusty boat n’ tote, give him an upgrade with this Japanese version in a sleek blacked-out look. It’s got six interior pockets to hold everything from his phone to his protein bar and will pair well with any outfit he’s wearing. Comme des Garçons Embossed WalletDad deserves a wallet that will age just as well as he has. This year pick up a CDG card case that will lend him the savvy of the kind of menswear guy who shops at Dover Street Market. The slim design is made to last, will wear beautifully over time, and keep all of his most important cards and cash in one place without added bulk.Shinola Onyx Tag NeclaceThis pendant necklace is a subtle way to dress up dad’s jeans and T-shirt or add some cool factor to his more formal looks. He can layer it with another thin chain for a minimal stack or make a statement with something chunkier. Mejuri Square Signet RingFor extra brownie points this year, personalize this signet ring with his initials so he can relive his high school glory days. Grab it in his regular size or opt for an on-trend pinky ring moment. Quince Mongolian Cashmere Crewneck SweaterThis luxurious crewneck sweater from Quince Cashmere is the perfect gift for the dad who enjoys the finer things. Plus, it comes in a range of wearable shades, like this steel blue, and a universally flattering burgundy. Patagonia Men's Baggies ShortsHe’s not just a regular dad, he’s a cool dad—so dress him in some Patagonia baggies he’ll live in during the summer or whenever the temperatures call for a little leg. Mejuri Round Box Chain BraceletRound out his jewelry collection with this box chain bracelet that’s subtle enough for even the most normie Apple watch dads to pull off.Tissot PRX Powermatic 80 Bracelet Watch, 40mmFor the kind of dad who appreciates a well-made timepiece, former Hodinkee deputy editor and AD contributor Nora Taylor says this Tissot is “what I recommend for people in my life.” L.L. Bean Men's Wicked Good SlippersSlippers are a quintessential part of any dad’s uniform—so we imagine he’ll love this pair from L.L.Bean that has over 1,700 five-star reviews. Patagonia P-6 Logo Trucker HatA designated dad cap is a great Father’s Day gift for a new dad celebrating his first Father’s Day or a seasoned patriarch. Get him this reliable mesh-back number that’s perfect for long days spent fishing or at the beach. Ray-Ban Meta Headliner Smart GlassesIf he has to have the latest tech he'll appreciate these specs from Ray-Ban and Meta, which can capture pictures and video, play music, and uses AI technology to answer questions. Leather Eyeglass Case HolderThis custom-made leather sunglasses case is a nice way to store dad’s favorite specs. There's even an option to add a monogram so he'll always know it's his. The Ridge WalletAny dad who’s rough on his wallets and card cases will appreciate the durability of this metal one from The Ridge. It’s got RFID shielding to protect your personal information with room for up to 12 cards and a handy outer clip for cash. Food and kitchenLibbey Craft Brews Assorted Beer Glasses (Set of 6)The best Father’s Day gift ideas should complement his interests. If dad’s an IPA aficionado, we think he might enjoy his drinks a little more from this handsome set’s assorted pint glasses. Corkcicle Chillsner (Set of 2)For dads who like their beer ice-cold and straight from the bottle, these “Chillsners” will make sure every sip is equally cool and refreshing as the last. Just pop them in the freezer until frozen, put one in your favorite bottle of ale, and enjoy. Ooni Koda 12 Gas Powered Pizza OvenIf you want go above and beyond a gift card to his favorite pizza parlor, aspiring pizzaiolo dads will appreciate this Ooni oven. (Especially since Zoë Sessums concluded that “the ease of use for the Ooni makes it worth it.”) Stanley Classic Easy-Pour GrowlerHead to virtual checkout with this growler from Stanley that can easily do double duty as a water bottle during the day or viking-level beer tumbler for more festive occasions. Crate & Barrel Wood-Handled 9-Piece Barbecue Tool SetAnd if the grill is his sanctuary, he’ll definitely get good use out of this nine-piece barbecue tool set that comes in a convenient carrying case. Maestro Dobel Atelier Animales Endémicos Tequila AñejoThis tequila pulls double duty as both a thoughtful gift for tequila-loving dads and a beautiful art piece he’ll want to make the centerpiece of his bar cart. TechAnker 622 Magnetic BatteryFor iPad dads, tech gifts are the way to go. We’d upgrade his current charger to this foldable wireless charging Anker—either in this misty shade of blue or classic black.

During an excavation, amidst the Patagonian winds and hard rock, a fossil began to turn green. It was an unexpected reaction: the adhesive applied to protect the bones, fragile after millions of years beneath the ice, had interacted with plant matter trapped in the rock’s cracks. This greenish hue earned the fossil the nickname Fiona, like the ogre from Shrek.But Fionais much more than a ogre-themed name. It is the first complete ichthyosaur ever excavated in Chile and, even more remarkably, the only known pregnant female from the Hauterivian — a stage of the Early Cretaceous dating back 131 million years. Her skeleton, discovered at the edge of the Tyndall Glacier in Torres del Paine National Park — an area increasingly exposed by glacial retreat — belongs to the species Myobradypterygius hauthali, originally described in Argentina from fragmentary remains.The discovery, led by Judith Pardo-Pérez, a researcher at the University of Magallanes and the Cabo de Hornos International Center (CHIC), and published in the Journal of Vertebrate Paleontology, offers an unprecedented glimpse into ancient marine life — from how these majestic reptiles reproduced to how they adapted to oceans vastly different from those of today.An Ichthyosaur Maternity Ward in Patagonia(Image Courtesy of Irene Viscor)So far, 88 ichthyosaurs have been found on the Tyndall Glacier. Most of them are adults and newborns. Two key facts stand out: food was abundant, and no other predators were competing with them.Fiona, who measures nearly 13 feet long, is still encased in five blocks of rock. Despite the challenge, she was transported to a local clinic, where CT scans allowed researchers to study her skull and body. Her species was identified thanks to one of her fins. “There’s no other like it in the world,” says Pardo-Pérez. The limbs were remarkably elongated, suggesting this animal was built for long-distance swimming.Inside her, there were more surprises. One of them was her stomach contents, which revealed what may have been her last meal: tiny fish vertebrae. But the most striking find was a fetus, about 20 inches long, already in a position to be born.“We believe these animals came to Magallanes — the southern tip of Chilean Patagonia — from time to time to give birth, because it was a safe refuge,” Pardo-Pérez says. “We don't know how long they stayed, but we do know that mortality was high during the first few days of life.”One of the big unanswered questions is where they went next, as there are no records of Myobradypterygius hauthali, apart from a piece of fin found in Argentina. The most abundant remains come from southern Germany, but those date back to the Jurassic period, meaning they’re older.Palaeontologist Erin Maxwell suggests, “In many modern ecosystems, species migrate to higher latitudes during the summer to take advantage of seasonally abundant resources and then move to lower latitudes in winter to avoid harsh conditions,” she explains. “We believe Mesozoic marine reptiles may have followed similar seasonal patterns.”Sea Dragon GraveyardThe environment where Fiona was discovered — dubbed the "sea dragon graveyard" — also has much to reveal.According to geologist Matthew Malkowski of the University of Texas at Austin, the Hauterivian age is particularly intriguing because it coincided with major planetary changes: the breakup of continents, intense volcanic episodes, and phenomena known as "oceanic anoxic events," during which vast areas of the ocean were depleted of dissolved oxygen for hundreds of thousands of years.One such poorly understood event, the Pharaonic Anoxic Event, occurred around 131 million years ago, near the end of the Hauterivian, and still raises questions about its true impact on marine life. “We don't have a firm grasp of how significant these events were for marine vertebrates, and geological records like that of the Tyndall Glacier allow us to explore the relationship between life, the environment, and Earth’s past conditions,” Malkowski notes.Evolution of IchthyosaursReconstruction of Fiona. (Image Courtesy of Mauricio Álvarez)Don't be misled by their body shape. “Ichthyosaurs are not related to dolphins,” clarifies Pardo-Pérez. Although their hydrodynamic silhouettes may look nearly identical, the former were marine reptiles, while the latter are mammals. This resemblance results from a phenomenon known as convergent evolution: when species from different lineages develop similar anatomical features to adapt to the same environment.Ichthyosaurs evolved from terrestrial reptiles that, in response to ecological and climatic changes, began spending more time in the water until they fully adapted to a marine lifestyle. However, they retained traces of their land-dwelling ancestry, such as a pair of hind flippers — absent in dolphins — passed down from their walking forebears. They lived and thrived in prehistoric oceans for about 180 million years, giving them ample time to refine a highly specialized body: their forelimbs and hindlimbs transformed into flippers; they developed a crescent-shaped tail for propulsion, a dorsal fin for stability, and a streamlined body to reduce drag in the water. Remarkably, like whales and dolphins, “ichthyosaurs had a thick layer of blubber as insulation to maintain a higher body temperature than the surrounding seawater and gave birth to live young, which meant they didn’t need to leave the water to reproduce,” explains Maxwell.Whales and dolphins also descend from land-dwelling ancestors, but their transition happened over a comparatively short evolutionary timespan, especially when measured against the long reign of the ichthyosaurs. “Their evolution hasn't had as much time as that of ichthyosaurs,” notes Pardo-Pérez. “And yet, they look so similar. That’s the wonderful thing about evolution.”Read More: Did a Swimming Reptile Predate the Dinosaurs?Fossils on the Verge of DisappearanceOne of the key factors behind the remarkable preservation of the fossils found in the Tyndall Glacier is the way they were buried. According to Malkowski, Fiona and her contemporaries were either trapped or swiftly covered by underwater landslides and turbidity currents — geological processes that led to their sudden entombment.But the good fortune that protected them for millions of years may now be running out. As the glacier retreats, exposing fossils that were once unreachable, those same remains are now vulnerable to wind, rain, and freeze-thaw cycles, which crack the surrounding rock. As vegetation takes hold, roots accelerate erosion and eventually conceal the fossils once again.“While climate change has allowed these fossils to be studied, continued warming will also eventually lead to their loss,” Maxwell warns. In Fiona’s story, scientists find not only a record of ancient life, but also a warning etched in stone and bone: what time reveals, climate can reclaim.Article SourcesOur writers at Discovermagazine.com use peer-reviewed studies and high-quality sources for our articles, and our editors review for scientific accuracy and editorial standards. Review the sources used below for this article:María de los Ángeles Orfila is a science journalist based in Montevideo, Uruguay, focusing on long-form storytelling. Her work has appeared in Discover Magazine, Science, National Geographic, among other outlets, and in leading Uruguayan publications such as El País and El Observador. She was a fellow in the 2023 Sharon Dunwoody Mentoring Program by The Open Notebook and often explores the intersections of science, culture, and Latin American identity.