Reading Time: 9 minutes In marketing, data isn’t a buzzword. It’s the lifeblood of all successful campaigns. But are you truly harnessing its power, or are you drowning in a sea of information? To answer this question (and many others), we sat down with Ankur Kothari, a seasoned Martech expert, to dive deep into this crucial topic. This interview, originally conducted for Chapter 6 of “The Customer Engagement Book: Adapt or Die” explores how businesses can translate raw data into actionable insights that drive real results. Ankur shares his wealth of knowledge on identifying valuable customer engagement data, distinguishing between signal and noise, and ultimately, shaping real-time strategies that keep companies ahead of the curve.   Ankur Kothari Q&A Interview 1. What types of customer engagement data are most valuable for making strategic business decisions? Primarily, there are four different buckets of customer engagement data. I would begin with behavioral data, encompassing website interaction, purchase history, and other app usage patterns. Second would be demographic information: age, location, income, and other relevant personal characteristics. Third would be sentiment analysis, where we derive information from social media interaction, customer feedback, or other customer reviews. Fourth would be the customer journey data. We track touchpoints across various channels of the customers to understand the customer journey path and conversion. Combining these four primary sources helps us understand the engagement data. 2. How do you distinguish between data that is actionable versus data that is just noise? First is keeping relevant to your business objectives, making actionable data that directly relates to your specific goals or KPIs, and then taking help from statistical significance. Actionable data shows clear patterns or trends that are statistically valid, whereas other data consists of random fluctuations or outliers, which may not be what you are interested in. You also want to make sure that there is consistency across sources. Actionable insights are typically corroborated by multiple data points or channels, while other data or noise can be more isolated and contradictory. Actionable data suggests clear opportunities for improvement or decision making, whereas noise does not lead to meaningful actions or changes in strategy. By applying these criteria, I can effectively filter out the noise and focus on data that delivers or drives valuable business decisions. 3. How can customer engagement data be used to identify and prioritize new business opportunities? First, it helps us to uncover unmet needs. By analyzing the customer feedback, touch points, support interactions, or usage patterns, we can identify the gaps in our current offerings or areas where customers are experiencing pain points. Second would be identifying emerging needs. Monitoring changes in customer behavior or preferences over time can reveal new market trends or shifts in demand, allowing my company to adapt their products or services accordingly. Third would be segmentation analysis. Detailed customer data analysis enables us to identify unserved or underserved segments or niche markets that may represent untapped opportunities for growth or expansion into newer areas and new geographies. Last is to build competitive differentiation. Engagement data can highlight where our companies outperform competitors, helping us to prioritize opportunities that leverage existing strengths and unique selling propositions. 4. Can you share an example of where data insights directly influenced a critical decision? I will share an example from my previous organization at one of the financial services where we were very data-driven, which made a major impact on our critical decision regarding our credit card offerings. We analyzed the customer engagement data, and we discovered that a large segment of our millennial customers were underutilizing our traditional credit cards but showed high engagement with mobile payment platforms. That insight led us to develop and launch our first digital credit card product with enhanced mobile features and rewards tailored to the millennial spending habits. Since we had access to a lot of transactional data as well, we were able to build a financial product which met that specific segment’s needs. That data-driven decision resulted in a 40% increase in our new credit card applications from this demographic within the first quarter of the launch. Subsequently, our market share improved in that specific segment, which was very crucial. 5. Are there any other examples of ways that you see customer engagement data being able to shape marketing strategy in real time? When it comes to using the engagement data in real-time, we do quite a few things. In the recent past two, three years, we are using that for dynamic content personalization, adjusting the website content, email messaging, or ad creative based on real-time user behavior and preferences. We automate campaign optimization using specific AI-driven tools to continuously analyze performance metrics and automatically reallocate the budget to top-performing channels or ad segments. Then we also build responsive social media engagement platforms like monitoring social media sentiments and trending topics to quickly adapt the messaging and create timely and relevant content. With one-on-one personalization, we do a lot of A/B testing as part of the overall rapid testing and market elements like subject lines, CTAs, and building various successful variants of the campaigns. 6. How are you doing the 1:1 personalization? We have advanced CDP systems, and we are tracking each customer’s behavior in real-time. So the moment they move to different channels, we know what the context is, what the relevance is, and the recent interaction points, so we can cater the right offer. So for example, if you looked at a certain offer on the website and you came from Google, and then the next day you walk into an in-person interaction, our agent will already know that you were looking at that offer. That gives our customer or potential customer more one-to-one personalization instead of just segment-based or bulk interaction kind of experience. We have a huge team of data scientists, data analysts, and AI model creators who help us to analyze big volumes of data and bring the right insights to our marketing and sales team so that they can provide the right experience to our customers. 7. What role does customer engagement data play in influencing cross-functional decisions, such as with product development, sales, and customer service? Primarily with product development — we have different products, not just the financial products or products whichever organizations sell, but also various products like mobile apps or websites they use for transactions. So that kind of product development gets improved. The engagement data helps our sales and marketing teams create more targeted campaigns, optimize channel selection, and refine messaging to resonate with specific customer segments. Customer service also gets helped by anticipating common issues, personalizing support interactions over the phone or email or chat, and proactively addressing potential problems, leading to improved customer satisfaction and retention. So in general, cross-functional application of engagement improves the customer-centric approach throughout the organization. 8. What do you think some of the main challenges marketers face when trying to translate customer engagement data into actionable business insights? I think the huge amount of data we are dealing with. As we are getting more digitally savvy and most of the customers are moving to digital channels, we are getting a lot of data, and that sheer volume of data can be overwhelming, making it very difficult to identify truly meaningful patterns and insights. Because of the huge data overload, we create data silos in this process, so information often exists in separate systems across different departments. We are not able to build a holistic view of customer engagement. Because of data silos and overload of data, data quality issues appear. There is inconsistency, and inaccurate data can lead to incorrect insights or poor decision-making. Quality issues could also be due to the wrong format of the data, or the data is stale and no longer relevant. As we are growing and adding more people to help us understand customer engagement, I’ve also noticed that technical folks, especially data scientists and data analysts, lack skills to properly interpret the data or apply data insights effectively. So there’s a lack of understanding of marketing and sales as domains. It’s a huge effort and can take a lot of investment. Not being able to calculate the ROI of your overall investment is a big challenge that many organizations are facing. 9. Why do you think the analysts don’t have the business acumen to properly do more than analyze the data? If people do not have the right idea of why we are collecting this data, we collect a lot of noise, and that brings in huge volumes of data. If you cannot stop that from step one—not bringing noise into the data system—that cannot be done by just technical folks or people who do not have business knowledge. Business people do not know everything about what data is being collected from which source and what data they need. It’s a gap between business domain knowledge, specifically marketing and sales needs, and technical folks who don’t have a lot of exposure to that side. Similarly, marketing business people do not have much exposure to the technical side — what’s possible to do with data, how much effort it takes, what’s relevant versus not relevant, and how to prioritize which data sources will be most important. 10. Do you have any suggestions for how this can be overcome, or have you seen it in action where it has been solved before? First, cross-functional training: training different roles to help them understand why we’re doing this and what the business goals are, giving technical people exposure to what marketing and sales teams do. And giving business folks exposure to the technology side through training on different tools, strategies, and the roadmap of data integrations. The second is helping teams work more collaboratively. So it’s not like the technology team works in a silo and comes back when their work is done, and then marketing and sales teams act upon it. Now we’re making it more like one team. You work together so that you can complement each other, and we have a better strategy from day one. 11. How do you address skepticism or resistance from stakeholders when presenting data-driven recommendations? We present clear business cases where we demonstrate how data-driven recommendations can directly align with business objectives and potential ROI. We build compelling visualizations, easy-to-understand charts and graphs that clearly illustrate the insights and the implications for business goals. We also do a lot of POCs and pilot projects with small-scale implementations to showcase tangible results and build confidence in the data-driven approach throughout the organization. 12. What technologies or tools have you found most effective for gathering and analyzing customer engagement data? I’ve found that Customer Data Platforms help us unify customer data from various sources, providing a comprehensive view of customer interactions across touch points. Having advanced analytics platforms — tools with AI and machine learning capabilities that can process large volumes of data and uncover complex patterns and insights — is a great value to us. We always use, or many organizations use, marketing automation systems to improve marketing team productivity, helping us track and analyze customer interactions across multiple channels. Another thing is social media listening tools, wherever your brand is mentioned or you want to measure customer sentiment over social media, or track the engagement of your campaigns across social media platforms. Last is web analytical tools, which provide detailed insights into your website visitors’ behaviors and engagement metrics, for browser apps, small browser apps, various devices, and mobile apps. 13. How do you ensure data quality and consistency across multiple channels to make these informed decisions? We established clear guidelines for data collection, storage, and usage across all channels to maintain consistency. Then we use data integration platforms — tools that consolidate data from various sources into a single unified view, reducing discrepancies and inconsistencies. While we collect data from different sources, we clean the data so it becomes cleaner with every stage of processing. We also conduct regular data audits — performing periodic checks to identify and rectify data quality issues, ensuring accuracy and reliability of information. We also deploy standardized data formats. On top of that, we have various automated data cleansing tools, specific software to detect and correct data errors, redundancies, duplicates, and inconsistencies in data sets automatically. 14. How do you see the role of customer engagement data evolving in shaping business strategies over the next five years? The first thing that’s been the biggest trend from the past two years is AI-driven decision making, which I think will become more prevalent, with advanced algorithms processing vast amounts of engagement data in real-time to inform strategic choices. Somewhat related to this is predictive analytics, which will play an even larger role, enabling businesses to anticipate customer needs and market trends with more accuracy and better predictive capabilities. We also touched upon hyper-personalization. We are all trying to strive toward more hyper-personalization at scale, which is more one-on-one personalization, as we are increasingly capturing more engagement data and have bigger systems and infrastructure to support processing those large volumes of data so we can achieve those hyper-personalization use cases. As the world is collecting more data, privacy concerns and regulations come into play. I believe in the next few years there will be more innovation toward how businesses can collect data ethically and what the usage practices are, leading to more transparent and consent-based engagement data strategies. And lastly, I think about the integration of engagement data, which is always a big challenge. I believe as we’re solving those integration challenges, we are adding more and more complex data sources to the picture. So I think there will need to be more innovation or sophistication brought into data integration strategies, which will help us take a truly customer-centric approach to strategy formulation.   This interview Q&A was hosted with Ankur Kothari, a previous Martech Executive, for Chapter 6 of The Customer Engagement Book: Adapt or Die. Download the PDF or request a physical copy of the book here. The post Ankur Kothari Q&A: Customer Engagement Book Interview appeared first on MoEngage.

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Longchamp has reintroduced its iconic SoHo flagship, unveiling a bold new chapter in its architectural and artistic journey. Nestled in the heart of downtown Manhattan, the La Maison Unique boutique has been transformed into a space that merges retail with an immersive cultural experience – offering more than shopping, but a deep dive into the brand’s design philosophy, legacy, and creative ambition. At the core of this reimagining is the rekindled collaboration between Longchamp and celebrated British designer Thomas Heatherwick. Nearly two decades after his original work on the space, Heatherwick returns to re-envision the site with a fresh narrative. The result is a compelling blend of artistry, innovation, and Parisian warmth, translated into architectural form. The redesign honors the bones of the original building while elevating its purpose. One of the most striking updates is the reinterpreted central staircase. Originally made of steel ribbons, it has been reborn in Longchamp’s signature green – a vibrant pathway of swooping planes that guides visitors up from the ground floor, like ascending a hill. The dramatic feature sets the tone for the boutique’s organic, flowing atmosphere. Above, the retail space has been crafted to feel less like a store and more like an upscale, lived-in loft. Round rugs in rich green tones spill from carpeted columns across warm wood floors, creating a dynamic interplay of texture and form. Vintage and bespoke furnishings – like a 1970s croissant sofa by Raphaël Raffel and sculptural works by David Nash – anchor the room with both history and originality. Longchamp’s ties to the art world are on full display throughout the store. The brand’s private collection, along with newly commissioned pieces, gives the space a gallery-like feel. Highlights include ceramics and sculptures from artists such as Dorothée Loriquet, Bobby Silverman, and Tanaka Tomomi. Their works echo Longchamp’s commitment to natural materials, tactile surfaces, and organic design. In a deliberate shift from traditional retail layout, the central area has been opened to encourage conversation. Instead of focusing solely on product display, the well-lit space invites guests to linger and connect, mirroring the rhythm of a Paris apartment transplanted to a New York context. The visual storytelling continues with intentional quirks: neon signage, hand-drawn graffiti by artist André, and archive objects that trace Longchamp’s early heritage as a maker of leather tobacco accessories and travel games. These nostalgic elements add to the space, providing a bridge between past and present. This revitalization is part of a larger movement within the brand to reshape the in-store experience. It reflects a shift in luxury retail – from transactional to experiential. By creating a space where design, storytelling, and sensory detail converge, Longchamp is championing a new kind of flagship – one rooted in memory and human connection. “Retail moves fast, but architecture should last. We wanted to create something bold and joyful, yet warm and timeless – an apartment-like space that invites people to stay,” Heatherwick Studio partner Neil Hubbard says. “From the swirling green rugs under green-carpeted columns to curved furniture that feels custom but lived-in, everything was designed to feel unified and human. Even the red brick walls downstairs, set to host rotating installations, help ground the space in SoHo’s industrial roots while creating room for surprise.”

Ivanka Trump has made it clear that she's done with politics. That hasn't stopped her and husband Jared Kushner from remaining an influential political couple.They have not formally reprised their roles as White House advisors in President Donald Trump's second administration, but they've remained present in Donald Trump's political orbit.While Ivanka Trump opted out of the 2024 campaign trail, she and Kushner still appeared at the Republican National Convention, Donald Trump's victory party on election night, and the inauguration. Kushner also reportedly served as an informal advisor ahead of Donald Trump's trip to the Middle East in May, CNN reported.Ivanka Trump, who is Donald Trump's eldest daughter, converted to Judaism before marrying Kushner in 2009. They have three children: Arabella, Joseph, and Theodore.Here's a timeline of Ivanka Trump and Kushner's relationship. 2007: Ivanka Trump and Jared Kushner met at a networking lunch arranged by one of her longtime business partners. Ivanka Trump and Jared Kushner in 2007. PAUL LAURIE/Patrick McMullan via Getty Images Ivanka Trump and Kushner were both 25 at the time."They very innocently set us up thinking that our only interest in one another would be transactional," Ivanka Trump told Vogue in 2015. "Whenever we see them we're like, 'The best deal we ever made!'" 2008: Ivanka Trump and Kushner broke up because of religious differences. Jared Kushner and Ivanka Trump in 2008. Patrick McMullan/Patrick McMullan via Getty Images Kushner was raised in the modern Orthodox Jewish tradition, and it was important to his family for him to marry someone Jewish. Ivanka Trump's family is Presbyterian. 2008: Three months later, the couple rekindled their romance on Rupert Murdoch's yacht. Ivanka Trump and Jared Kushner in 2008. David X Prutting/Patrick McMullan/Patrick McMullan via Getty Images In his memoir, "Breaking History," Kushner wrote that Murdoch's then-wife, Wendi Murdoch, was a mutual friend who invited them both on the yacht. May 2009: They attended the Met Gala together for the first time. Jared Kushner and Ivanka Trump at the Met Gala. BILLY FARRELL/Patrick McMullan via Getty Images The theme of the Met Gala that year was "The Model As Muse." Ivanka Trump wore a gown by designer Brian Reyes. July 2009: Ivanka Trump completed her conversion to Judaism, and she and Kushner got engaged. Jared Kushner and Ivanka Trump in 2009. Billy Farrell/Patrick McMullan/Patrick McMullan via Getty Images Kushner proposed with a 5.22-carat cushion-cut diamond engagement ring.Ivanka Trump told New York Magazine that she and her fiancé were "very mellow.""We go to the park. We go biking together. We go to the 2nd Avenue Deli," she said. "We both live in this fancy world. But on a personal level, I don't think I could be with somebody — I know he couldn't be with somebody — who needed to be 'on' all the time." October 2009: Ivanka Trump and Kushner married at the Trump National Golf Club in New Jersey. Jared Kushner and Ivanka Trump on their wedding day. Brian Marcus/Fred Marcus Photography via Getty Images The couple invited 500 guests, including celebrities like Barbara Walters, Regis Philbin, and Anna Wintour, as well as politicians such as Rudy Giuliani and Andrew Cuomo. July 2011: The couple welcomed their first child, Arabella. Ivanka Trump and Jared Kushner with Arabella Kushner. Robin Marchant/Getty Images "This morning @jaredkushner and I welcomed a beautiful and healthy little baby girl into the world," Ivanka announced on X, then Twitter. "We feel incredibly grateful and blessed. Thank you all for your support and well wishes!" October 2013: Ivanka Trump gave birth to their second child, Joseph. Ivanka Trump with Arabella Rose Kushner and Joseph Frederick Kushner in 2017. Alo Ceballos/GC Images He was named for Kushner's paternal grandfather Joseph and given the middle name Frederick after Donald Trump's father. March 2016: Kushner and Ivanka Trump welcomed their third child, Theodore, in the midst of Donald Trump's presidential campaign. Ivanka Trump carried her son Theodore as she held hands with Joseph alongside Jared Kushner and daughter Arabella on the White House lawn. SAUL LOEB/AFP via Getty Images "I said, 'Ivanka, it would be great if you had your baby in Iowa.' I really want that to happen. I really want that to happen," Donald Trump told supporters in Iowa in January 2016.All three of the couple's children were born in New York City. May 2016: They attended the Met Gala two months after Ivanka Trump gave birth. Jared Kushner and Ivanka Trump attend the Met Gala. Kevin Mazur/WireImage Ivanka Trump wore a red Ralph Lauren Collection halter jumpsuit.On a 2017 episode of "The Late Late Show with James Corden," Anna Wintour said that she would never invite Donald Trump to another Met Gala. January 2017: Ivanka Trump and Kushner attended Donald Trump's inauguration and danced together at the Liberty Ball. Ivanka Trump and Jared Kushner on Inauguration Day. Photo by Rob Carr/Getty Images The Liberty Ball was the first of three inaugural balls that Donald Trump attended. January 2017: After the inauguration, Ivanka and Kushner relocated to a $5.5 million home in the Kalorama section of Washington, DC. Jared Kushner and Ivanka Trump's house in Washington, DC. PAUL J. RICHARDS/AFP via Getty Images Ivanka Trump and Kushner rented the 7,000-square-foot home from billionaire Andrónico Luksic for $15,000 a month, The Wall Street Journal reported. May 2017: They accompanied Donald Trump on his first overseas trip in office. Jared Kushner and Ivanka Trump with Pope Francis. Vatican Pool - Corbis/Corbis via Getty Images Kushner and Ivanka Trump both served as advisors to the president. For the first overseas trip of Donald Trump's presidency, they accompanied him to Saudi Arabia, Israel, the Vatican, and summits in Brussels and Sicily. October 2019: The couple celebrated their 10th wedding anniversary with a lavish party at Camp David. Ivanka Trump and Jared Kushner at a state dinner. MANDEL NGAN/AFP via Getty Images All of the Trump and Kushner siblings were in attendance. A White House official told CNN that the couple was covering the cost of the party, but Donald Trump tweeted that the cost would be "totally paid for by me!" August 2020: Ivanka Trump spoke about moving their family to Washington, DC, at the Republican National Convention. Jared Kushner and Ivanka Trump at the Republican National Convention. SAUL LOEB/AFP via Getty Images "When Jared and I moved with our three children to Washington, we didn't exactly know what we were in for," she said in her speech. "But our kids loved it from the start." December 2020: Ivanka Trump and Kushner reportedly bought a $32 million empty lot in Miami's "Billionaire Bunker." Jared Kushner and Ivanka Trump's plot of land in Indian Creek Village. The Jills Zeder Group; Samir Hussein/WireImage/Getty Images After Donald Trump lost the 2020 election, Page Six reported that the couple purchased a 1.8-acre waterfront lot owned by singer Julio Iglesias, Enrique Iglesias' father, in Indian Creek Village, Florida.The island where it sits has the nickname "Billionaire Bunker" thanks to its multitude of ultra-wealthy residents over the years, including billionaire investor Carl Icahn, supermodel Adriana Lima, and former Miami Dolphins coach Don Shula. January 2021: They skipped Joe Biden's inauguration, flying with Donald Trump to his Mar-a-Lago residence in Palm Beach, Florida, instead. Ivanka Trump, Jared Kushner, and their children prepared for Donald Trump's departure on Inauguration Day. ALEX EDELMAN/AFP via Getty Images Donald Trump did not attend Biden's inauguration, breaking a long-standing norm in US democracy. While initial reports said that Ivanka Trump was planning to attend the inauguration, a White House official told People magazine that "Ivanka is not expected to attend the inauguration nor was she ever expected to." January 2021: The couple signed a lease for a luxury Miami Beach condo near their Indian Creek Village property. Arte Surfside. Antonio Citterio Patricia Viel Ivanka Trump and Kushner signed a lease for a "large, unfurnished unit" in the amenities-packed Arte Surfside condominium building in Surfside, Florida.Surfside, a beachside town just north of Miami Beach that's home to fewer than 6,000 people, is only a five-minute drive from Indian Creek Island, where they bought their $32 million empty lot. April 2021: Ivanka Trump and Kushner reportedly added a $24 million mansion in Indian Creek Village to their Florida real-estate profile. Ivanka Trump and Jared Kushner on a walk in Florida. MEGA/GC Images The Real Deal reported that Ivanka and Kushner purchased another Indian Creek property — this time, a 8,510-square-foot mansion situated on a 1.3-acre estate. June 2021: Several outlets reported that the couple began to distance themselves from Donald Trump due to his fixation on conspiracy theories about the 2020 election. Ivanka Trump and Jared Kushner behind Donald Trump. Kevin Lamarque/Reuters CNN reported that Trump was prone to complain about the 2020 election and falsely claim it was "stolen" from him to anyone listening and that his "frustrations emerge in fits and starts — more likely when he is discussing his hopeful return to national politics."While Ivanka and Kushner had been living in their Miami Beach condo, not far from Trump's Mar-a-Lago club in Palm Beach, Florida, they'd visited Trump less and less frequently and were absent from big events at Mar-a-Lago, CNN said.The New York Times also reported that Kushner wanted "to focus on writing his book and establishing a simpler relationship" with the former president. October 2021: Ivanka Trump and Kushner visited Israel's parliament for the inaugural event of the Abraham Accords Caucus. Jared Kushner and Ivanka Trump in Israel. AHMAD GHARABLI/AFP via Getty Images The Abraham Accords, which Kushner helped broker in August 2020, normalized relations between Israel and the United Arab Emirates, Bahrain, Sudan, and Morocco.During their visit, Ivanka Trump and Kushner met with then-former Prime Minister Benjamin Netanyahu and attended an event at the Museum of Tolerance Jerusalem with former US Secretary of State Mike Pompeo. August 2022: Kushner released his memoir, "Breaking History," in which he wrote about their courtship. Jared Kushner. John Lamparski/Getty Images for Concordia Summit "In addition to being arrestingly beautiful, which I knew before we met, she was warm, funny, and brilliant," he wrote of getting to know Ivanka Trump. "She has a big heart and a tremendous zest for exploring new things."He also wrote that when he told Donald Trump that he was planning a surprise engagement, Trump "picked up the intercom and alerted Ivanka that she should expect an imminent proposal." November 2022: Kushner attended Donald Trump's 2024 campaign announcement without Ivanka Trump. Kimberly Guilfoyle, Jared Kushner, Eric Trump, and Lara Trump at Donald Trump's presidential campaign announcement. Jonathan Ernst/Reuters Ivanka Trump released a statement explaining her absence from the event."I love my father very much," her statement read. "This time around, I am choosing to prioritize my children and the private life we are creating as a family. I do not plan to be involved in politics. While I will always love and support my father, going forward I will do so outside the political arena." July 2024: Ivanka Trump and Kushner made a rare political appearance at the Republican National Convention. Donald Trump and Melania Trump onstage with Ivanka Trump and Jared Kushner. Jason Armond/Los Angeles Times via Getty Images Ivanka Trump did not campaign for her father or give a speech as she had at past Republican National Conventions, but she and Jared Kushner joined Trump family members onstage after Donald Trump's remarks. November 2024: They joined members of the Trump family in Palm Beach, Florida, to celebrate Donald Trump's election victory.

Outlets 8, Conghua | © Wu Siming In the landscape of contemporary Chinese urbanism, few typologies encapsulate the contradictions of late-capitalist development more vividly than the pseudo-European commercial complex. These replicated enclaves, constructed en masse in the early 2000s, were once marketed as symbols of international sophistication. Over time, however, many were abandoned, becoming architectural vestiges of speculative urbanism. Outlets 8 in Conghua, Guangzhou, is one such project that has undergone a radical architectural reinterpretation. Originally completed in 2018 but long dormant, it has been reimagined by E Plus Design in collaboration with URBANUS/LXD Studio. Through a precise, light-touch intervention, the project avoids wholesale demolition and reprograms space through color, rhythm, and landscape strategy. Outlets 8, Conghua Technical Information Architects1-14: E Plus Design Central Plaza Design: URBANUS / LXD Studio Location: Conghua District, Guangzhou, China Gross Area: 80,882 m2 | 870,000 Sq. Ft. Project Years: 2022 – 2023 Photographs: © Wu Siming This approach is like a contemporary remix of classical music. The four blocks correspond to four movements. Without extensive demolition or altering the European-style architectural rhythm, we reinterpreted the emotional tones, chords, and cadenzas. Through a blend of color and modern gestures, the outdated and disproportionate ‘faux-antique’ complex has been reorchestrated into a contemporary architectural symphony. – Li Fu, Chief Architect at E Plus Design Outlets 8, Conghua Photographs Aerial View | © Wu Siming © Wu Siming © Wu Siming © Wu Siming © Wu Siming © Wu Siming © Wu Siming © Chen Liang Liu Shan © Chen Liang Liu Shan © Chen Liang Liu Shan Outlets 8 Context and Typological Challenge Outlets 8 was initially conceived as a 110,000-square-meter faux-European outlet village. Despite its scale and investment, it struggled to resonate with local cultural dynamics and remained idle. The typology itself, rooted in nostalgic mimicry, was already facing obsolescence. The challenge, then, was not only architectural but also conceptual: how to resuscitate a typology that had become both spatially and culturally inert. The design team chose a strategy of minimal physical intervention coupled with maximal perceptual impact. Rather than demolish or drastically reconstruct, they aimed to re-signify the existing structures. This approach reflects a growing trend in urban renewal across China, where sustainability, cost-efficiency, and cultural specificity take precedence over spectacle. Spatial Transformation Through Chromatic Reprogramming After | © Wu Siming Before | Original Facade, © E+ At the intervention’s core is using color as a spatial and psychological agent. The ornament-heavy facades were stripped of their polychromatic excess and repainted in low-saturation hues. This chromatic cleansing revealed the formal rhythms of the architecture beneath. By doing so, the design avoids mimicry and opts for abstraction, reintroducing clarity to the site’s visual language. The design framework is structured as a musical metaphor, with each of the four blocks conceived as a separate movement in a visual symphony. The street-facing facades, now unified through a golden “variation,” establish a new urban frontage that is both legible and symbolically rich. A ribbon-like golden band traces across the main elevations, creating continuity and contrast between old and new volumes. In contrast, the sports block adopts a cooler, blue-toned palette, offering a different spatial and functional rhythm. New architectural insertions are rendered in transparent materials, signaling temporal and programmatic distinctions. At the center, the elliptical plaza becomes a spatial crescendo, defined by a sculptural intervention inspired by Roman aqueducts. This feature functions as a landmark and a temporal break, juxtaposing historical references with performative landscape elements. Rewriting Landscape as Urban Ecology After | © Wu Siming Before | Original Facade, © E+ Water, derived from the nearby Liuxi River, serves as the thematic and material backbone of the landscape design. Its integration is not symbolic but functional. Water flows through constructed channels, interactive fountains, and sculptural cascades that encourage observation and participation. These elements create a multisensory environment that enhances the spatial experience while reinforcing ecological awareness. The planting strategy emphasizes native species capable of withstanding Guangzhou’s subtropical climate. The design maximizes greenery wherever regulatory conditions allow, particularly along the main entrance, central corridors, and arcaded walkways. The result is a layered landscape that balances visual density with ecological resilience. Integrating landscape and architecture as a singular design operation, the project shifts away from ornamental greening toward environmental synthesis. This approach foregrounds interaction and immersion, aligning with broader shifts in landscape architecture toward performative and participatory ecologies. Programmatic Rebirth and Urban Implications After | © Wu Siming Before | Original Facade, © E+ Beyond formal and material considerations, the project redefines the programmatic potential of large-scale retail environments. Positioned as a “micro-vacation” destination, Outlets 8 is a hybrid typology. It combines retail, leisure, and outdoor experience within a cohesive spatial narrative. This reprogramming responds to changing patterns of consumption and leisure in Chinese cities, particularly among younger demographics seeking experiential value over transactional efficiency. Statistical metrics underscore the project’s social impact. In its first nine days, the outlet attracted over half a million visitors and became a trending location across multiple digital platforms. While not the focus of architectural critique, these figures reflect a successful alignment between spatial renewal and public resonance. More importantly, the project offers a replicable model for dealing with the vast inventory of misaligned commercial developments across China. The intervention avoids nostalgia and cynicism by foregrounding perceptual clarity, ecological integration, and cultural recontextualization. Instead, it offers a clear path forward for reimagining the built remnants of a prior urban paradigm. Outlets 8, Conghua Plans Elevations | © E Plus Design Floor Plan | © E Plus Design Floor Plan | © E Plus Design Floor Plan | © E Plus Design Floor Plan | © E Plus Design Sections | © E Plus Design Outlets 8, Conghua Image Gallery About E Plus Design E Plus Design is a multidisciplinary architecture studio based in Shenzhen, China, known for its innovative approaches to urban renewal, adaptive reuse, and large-scale public space transformations. The firm emphasizes minimal intervention strategies, spatial clarity, and contextual sensitivity, often working at the intersection of architecture, landscape, and urban design to create integrated environments that are both socially responsive and experientially rich. Credits and Additional Notes Chief Design Consultant: Liu Xiaodu Master Plan, Architecture, and Landscape Schemes: E Plus Design Lead Architects: Li Fu, Coco Zhou Project Managers (Architecture): Guo Sibo, Huang Haifeng Architectural Design Team: Wang Junli, Zhang Yan, Cai Yidie, Zhu Meng, Lin Zhaomei, Li Geng, Stephane Anil Mamode, Liu Shan, Zhou Yubo Central Plaza Design: URBANUS / LXD Studio Architect of Central Plaza: Liu Xiaodu Project Manager: Li An’hong Facade Design: Song Baolin, Li Minggang Lighting Design (Concept): Fang Yuhui Lighting Consultant: Han Du Associates Client: Guangzhou Outlets 8 Commercial Management Co., Ltd. Client Design Management Team: Yin Mingyue, Zhao Xiong Landscape Area: 29,100 m² Chief Landscape Architect: Gao Yan Project Manager (Landscape): Zhang Yufeng Landscape Design Team: Yu Xiaolei, Li Zhaozhan, Liu Chenghua Landscape Construction Drawings: E Plus Design Project Manager: Wang Bin Design Team: Wang Bin (Landscape Architecture). Huang Jinxiong (Greening Design). Li Gen (Water & Electricity Design) Structural Design Team: Wang Kaiming, Yang Helin, Wu Xingwei, Zhuang Dengfa Electrical Design Team: Sun Wei, Yang Ying Interior Design Concept Design: Shenzhen Juanshi Design Co., Ltd. Chief Interior Designer: Feng Feifan Project Manager: Liu Hongwei Design Team: Niu Jingxian, Shi Meitao Construction Drawings: Shenzhen Shiye Design Co., Ltd. Project Manager: Shen Kaizhen Design Team: Yao Yijian, Yang Hao, Liu Chen Wayfinding Design Studio: Hexi Brand Design Co., Ltd. Curtain Wall Design Firm: Positive Attitude Group (PAG)

Reading Time: 8 minutes Sometimes, even the slickest emails can land with a thud in the spam folder. The culprit? Your email sender reputation. Just like a bank checks your credit history before lending you money, mailbox providers (like Gmail, Yahoo, etc.) check your sender reputation before deciding whether to deliver your customer relationship emails to the inbox or banish them to spam. So buckle up, because here, we’re about to unpack everything you need to know about what an email domain reputation is and how to keep yours squeaky clean. Now, you’re probably wondering…   What is Email Sender Reputation? Email sender reputation, also known as email domain reputation, is a measure of your brand’s trustworthiness as an email sender. It’s based on factors like your sending history, email engagement, and complaint rates, influencing whether mailbox providers deliver your messages to recipients’ inboxes or junk folders. A solid sender reputation is the golden ticket to inbox placement. Without it, your carefully crafted automated email marketing campaigns might as well be shouting into the void. Mailbox providers are constantly on the lookout for spammers and shady senders, and your reputation is a key indicator of whether you’re one of the good guys. But how do they know that?   5 Factors That Influence Email Marketing Sender Reputation Your email sending reputation isn’t built overnight; it’s a result of consistent behavior and several critical factors. Let’s break down the big five: 1. Quality of Your Email List Building your email list is hard, we know. But honestly, validating it to ensure that all email addresses are real and belong to existing subscribers helps you maintain a positive sender reputation score with mailbox providers. This is why you should use a proper email validation API, as it can help you quickly check if the email addresses are legitimate. Your reputation score can suffer if you’re labeled as a bad email sender, with all the bounces you get from a bad email list. 2. Email Sending History Having an established history with a particular IP address can boost the legitimacy and reputation score of your emails, which means the sender, messages, and recipients are all coming from a legitimate place. Spammers will often change IP addresses and, therefore, cannot establish a long and reputable sending history with IPs. 3. Consistency and Volume of Emails The number of emails you send and your consistency in sending them are also indicators of your legitimacy and reputation. Sending two emails every other week, for example, shows stability and predictability in terms of your sending volume and activities. Mailbox providers and Internet Service Providers (ISPs) also examine your sending patterns and frequency to determine whether you’re still on the right track or have turned to spamming. 4. Email Open Rates or Engagement This is a metric that records subscriber activity or your email engagement, such as the open or click-through rates. It’s very significant because mailbox providers value their subscribers’ preferences. Your emails could be filtered out if there is a very low response rate or no interactions at all. 5. Emails Marked as ‘SPAM’ Mailbox providers would take a cue from their subscribers’ preferences whenever they receive emails. So, if your email messages are consistently marked as ‘Spam’, then this feedback would result in your emails being screened or placed in the Spam or Junk folder. And that’s not where you’d want your emails to hang out.   How to Check Email Sender Reputation You can verify your email domain reputation by monitoring key metrics and using reputation checking tools. Many email marketing software platforms (like MoEngage, for example) provide dashboards and analytics that help you monitor these crucial indicators. MoEngage goes a step further by offering insights and tools to help you proactively manage and improve your email deliverability, making it easier to spot and address potential reputation issues before they escalate. In fact, you can achieve an inbox placement rate of over 95%! Coming back to the topic, the platform indicates email domain reputation as High, Medium, Low, or Bad. More specifically, it lets you: Filter campaigns based on reputation while exporting their data. See historical trends in your domain reputation. View more information, such as when the reputation information was last updated. Analyze email marketing metrics, like open rates and click-through rates. How an Email Sender Reputation Score Works Your email sender reputation score is a dynamic rating that mailbox providers assign to your sending domain and IP address. This score isn’t a fixed number, but rather, a constantly evolving assessment based on your list quality, sending history, and other factors we’ve discussed above. Higher scores generally mean better inbox placement, while lower scores can lead to the dreaded spam folder. Different mailbox providers have their own algorithms for calculating this score, and the exact formulas are usually kept secret. However, the underlying principles revolve around your sending behavior and recipient engagement. How Can You Do a Domain Reputation Test and How Often Should You Do This? You can run an email domain reputation test using various software tools (we’ll get to some of the best ones in a sec!). These reputation checkers analyze your domain and IP address against known blacklists and provide insights into your current standing. Ideally, you should be monitoring your key metrics within your ESP regularly (daily or weekly) and perform a more comprehensive domain reputation test at least monthly, or more frequently if you’re experiencing deliverability issues. Consistent monitoring helps you catch problems early and maintain a healthy reputation.   3 Best Email Domain Reputation Checkers Alright, let’s talk tools. While your ESP often provides built-in deliverability insights, these external domain reputation checkers can offer another layer of perspective. Let’s jump right in! 1. MoEngage Okay, we might be a little biased, but hear us out. MoEngage is more than just an email marketing platform; it’s a powerhouse for cross-channel customer engagement. Its robust analytics and deliverability features give you a clear view of your email performance, helping you proactively manage your email sender reputation. MoEngage stands out because it integrates domain reputation monitoring with tools to improve engagement and personalize your campaigns, leading to better deliverability in the long run. Unlike some standalone domain reputation checkers, MoEngage provides actionable insights within your workflow. How Pricing Works: MoEngage offers customized pricing plans based on your specific needs and scale. Contact the sales team for a personalized quote. Best For: Brands looking for an integrated customer engagement platform (CEP) with robust email deliverability management capabilities. 2. Spamhaus Project The Spamhaus Project allows you to track spam, malware, phishing, and other cybersecurity threats. ISPs and email servers filter out unwanted and harmful content using Spamhaus’s DNS-based blocklists (DNSBLs). How Pricing Works: Spamhaus provides its blacklist data and lookup tools for free to most users, as part of their mission to combat spam. Best For: Quickly checking if your domain or IP is on major spam blacklists. 3. MxToolbox You can use MxToolbox to check if your domain is mentioned on any email blocklists. It scans your domain for mail servers, DNS records, web servers, and any problems. While comprehensive in its checks, this domain reputation checker doesn’t provide the same level of integrated deliverability management and analytics that a platform like MoEngage offers. How Pricing Works: MxToolbox offers both free tools and paid subscription plans with more advanced features, with pricing starting from around $85 per month. Best For: Performing a broad check across numerous email blacklists.   How to Improve Your Email Domain Reputation So, your domain email reputation doesn’t look as shiny as you’d like? No worries! Here are concrete steps you can take to improve it. Think of it as spring cleaning for your email sending practices. 1. Manage a Clean Email List Email list management is foundational. Regularly prune inactive subscribers, remove bounced addresses, and promptly honor unsubscribe requests. Implement a double opt-in process to ensure subscribers genuinely want to hear from you. A clean, engaged email list signals to mailbox providers that you’re sending to interested recipients, and reduces bounce rates and spam complaints. It’s crucial for a positive email sender reputation score. 2. Send Confirmation Emails with Double Opt-Ins Include double opt-ins where you send automated confirmation emails to subscribers. This helps you distinguish valid email addresses from nonexistent ones. Basically, protecting your email sender reputation is easy when you adhere to best practices. Ensuring that your email messages are engaging and interesting helps you get more clicks and open rates. Attracting more interaction to your email messages sends a signal to mailbox providers that you have a legitimate and professional organization. Increasing the positive activities and reviews will help build and solidify your branding strategy, sending a message that is relatable and understood by your subscribers. 3. Pause Violating Campaigns Notice a sudden spike in bounces or spam complaints after a particular email marketing campaign? Pause the campaign immediately to investigate the cause. Ideally, you should not send transactional and non-transactional emails from the same domain (domain/IP set). If the compliance requirements are met, there is no need to pause transactional emails. However, you should pause all one-time emails. Continuing to send problematic emails will only further damage your email sending reputation. Addressing the issue swiftly demonstrates responsibility to mailbox providers. 4. Correct the Mistakes Once you’ve paused a problematic campaign, take the time to understand what went wrong. Did you use a purchased list? Was the content or subject line misleading? (In which case, you need to have a list of the best email subject lines handy). Identify the root cause and implement corrective measures so it doesn’t happen again. Showing that you learn from your mistakes helps rebuild trust with mailbox providers over time. Then, raise a ticket to Gmail or other ESP explaining the cause behind the reputation issues, your changes, and the next steps you plan to follow. Have checkpoints to detect issues immediately, so you can always stay on top of them. 5. Use Subdomains for Sending Emails Establish a subdomain you’re going to use only for sending emails to customers. That’s because if anything goes wrong, the subdomain will take the hit directly, while mildly affecting your company’s main registered domain. It’s like a backup. Also, hopefully, your customers will remember and recognize your subdomain with time. So even if your emails do land in the spam folder, customers might mark them as ‘Not spam’. Yay! 6. Resume and Ramp Up Your Email Frequency After addressing the issues and making necessary changes, don’t be afraid to resume sending. But take baby steps. Resume your transactional emails first. Don’t send transactional and promotional emails from the same domains and IPs. If you already have, separate them while correcting your email setup. Next, resume your personalized event-triggered campaigns. Then, slowly send one-time campaigns to email openers and clickers (such as emails that have been opened 5 times in the last 60 days). Send at a lower RPM and send only 2-3 campaigns per week. After the email domain reputation improves, gradually increase the overall sending frequency and volume (it could take 6-8 weeks). When emailing non-engaged customers, slowly raise your email frequency to prevent sudden volume spikes from triggering spam filters. This careful approach communicates to mailbox providers that you are a responsible sender. 7. Customize Your Sending Patterns Avoid sending all your emails at the same time to everyone on your list. Segment your audience and tailor your sending schedules based on their engagement and time zones. This shows mailbox providers that you’re sending relevant content to the right customers at the right time, improving engagement and your overall email marketing domain reputation. Create lifecycle campaigns to engage your customers. Use dynamic segments, so inactive customers get dropped off automatically. Implement personalization across every aspect of your email.   Maintaining Email Domain Reputation with MoEngage Maintaining a stellar email domain reputation is an ongoing effort, but it doesn’t have to be complicated. Hundreds of B2C brands trust MoEngage to provide the insights and tools they need to monitor deliverability, understand audience engagement, and proactively manage their sending practices. By leveraging the platform’s analytics and segmentation capabilities, our customers can be sure their emails consistently land in the inbox, where they belong. Ready to take control of your email deliverability and build a rock-solid email sender reputation? Explore MoEngage’s comprehensive email marketing solutions. Or better yet, request a demo to see MoEngage’s email solutions in action today. The post How to Check and Fix Your Email Sender Reputation appeared first on MoEngage.

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.