Your home's thermostat relies on a sensor to determine when to switch the heat or air conditioning on or off. These wireless sensors are at the core of the so-called "Internet of Things," enabling smart devices to collect and share data.

Warning: contains spoilers for Doctor Who episode “The Reality War.” In Doctor Who’s frankly mind-boggling season finale, the Doctor’s epic battle with the two Ranis, Omega, Conrad and a herd of skyscraper-sized bone creatures ultimately comes down to the restoration of a single life – and will require a sacrifice nobody expected. Spoilers ahead. It’s honestly difficult to know where to start with this episode. There are so many potential jumping-off points for discussion – though, somewhat tellingly, very few of them relate to the actual story that kicked off in earnest last week, which the episode itself seems positively impatient to get out of the way. It takes about 15 minutes for the Doctor to stop hugging every member of the extended supporting cast so the titular war can kick off, then by the halfway mark it’s over. Audacious? Yes, though that’s not to say it actually works. Do we start with Billie Piper? Or the unexpected and quite charming Jodie Whittaker cameo? Or the fact that they somehow snuck Ncuti Gatwa’s regeneration onto the screen without anybody knowing? No, because this season didn’t start with Billie Piper, or Jodie Whittaker, or the Rani, or Ruby Sunday. It didn’t even start with the Doctor. It started with Belinda Chandra. A character with so much potential – compassionate, uncertain, a little bit spiky, competent in a new and interesting way, compellingly distrustful of the Doctor. Potential that has, at this point, been mostly wasted. There is a point in “The Reality War” where Belinda basically tells the Doctor “OK I think I’m done contributing to this episode, good luck tho” and is left holding the baby in a soundproofed box where she can neither affect or be affected by the story happening outside. We even have an unintentionally comical cut back to her standing in there, doing nothing, saying nothing. It’s hard to think of a more literal way to sideline a key player. This is the co-lead of the show! The companion! And instead of having any real agency, instead of contributing to the plot in any meaningful way whatsoever, she functionally stops existing as a narrative presence. She doesn’t even get to go with the Doctor when he rushes off to save what turns out to be her child. And for what? So that the companion who supposedly left the show last season can have all the big dramatic moments instead? There were no advanced screeners available for this episode – given what happens at the end, it’s easy to see what they were scared might leak – so I’m writing with less distance than usual, reacting fairly rapidly to a first watch. But even with several days to digest, it’s difficult to imagine feeling anything other than bafflement at this storytelling choice. This is what Belinda’s whole story arc was leading to? This is the big twist? It’s truly one of the most bewildering decisions that Russell T Davies has made. It already kind of felt like he’d run out of meaningful stuff for Belinda to do after “The Well”, and there have been plenty of complaints about her sidelining in “Wish World”, but nobody could have predicted this. Sorry Belinda. And sorry Varada Sethu. You both deserved better. Now to Ncuti Gatwa. It’s pointless getting into behind-the-scenes gossip, or speculating on the actor’s motivations – if he only ever wanted to do two seasons, of course that’s his choice. But what are we to take away from his brief tenure in storytelling and character terms? A Doctor defined by his joy, his exuberance, his love for people (frustratingly, a point this episode hammers until it becomes tedious). A smile as powerful as a billion supernovas. A killer wardrobe. Even in lesser episodes, Gatwa’s energy has carried us along, infectious and delightful. It’s a genuine shock and a shame to see him go. Join our mailing list Get the best of Den of Geek delivered right to your inbox! Not least because, as with Belinda, it feels like his Doctor had unfulfilled potential. Was this episode truly a satisfying conclusion to Fifteen’s story? He gets plenty of good moments, big and small, and of course he plays the hell out of all of them. You could argue that sacrificing their life to save one child is about the most Doctor-ish thing possible. I wouldn’t necessarily argue with you. But that’s broad strokes stuff, generally applicable to any incarnation. What about this Doctor makes this specific set of circumstances a fitting send-off? Is it satisfying for this Doctor, a Doctor representing a particular streak of joyful hedonism, a Doctor who releases UNIT from their stifling roles in Conrad’s reactionary wish world via an explicit and triumphant assertion of his queerness, to go out in this way, for these reasons? It just doesn’t feel like that’s what these past two seasons – the bi-generation, his relationship with Rogue, his torturing of Kid, the seemingly forgotten Susan stuff – have been leading to. It’s a shame that the episode also feels so messy on a minute-to-minute level. There are individually effective moments – Dark Souls boss Omega is a fantastic visual, and him casually munching The Rani is enjoyably WTF (though I can’t help wishing they’d offed the other one and kept Archie Panjabi around). The moment with the Doctor and Belinda passing Poppy’s jacket back and forth and folding it until it vanishes is kind of jaw-dropping in how understated and upsetting it is. Anita’s first joke about being in hospitality is funny (the second and third iterations not so much). Millie Gibson does a great job, even if it feels like a misstep to give Ruby so much heavy lifting to do instead of Belinda. But the whole thing feels so all over the place that not even Gatwa’s megastar energy can hold it together. And now he’s gone, regenerated into Billie Piper. At this point, we have no idea when the show will be back. It’s impossible to know where this is going. And it’s hard not to feel torn – on the one hand, Billie Piper is a fantastic actor, and it’s fascinating to consider what her take on the role will be (though it should be noted that the credits pointedly don’t say “Billie Piper as The Doctor”, whatever that could mean). On the other hand, didn’t we just do this? We had the second Tennant Doctor, it was a lovely gift for fans that wrapped up some loose ends and gave everyone a big warm glow for the anniversary, and then we flew off with Ncuti Gatwa, an actor who couldn’t have screamed more loudly that things were going to be different. But now we’re looking backwards again. And as fun a surprise as Piper’s appearance is, as fully as she will no doubt own the role… it feels like another retrograde move. It’s Doctor Who celebrating itself, getting lost in its own mythos, turning inward. And so we end this oh-so promising season in a strange, unsettling place. An episode that doesn’t really seem to care that much about the story it claimed to be telling, which makes discussing it seem weirdly beside the point. A show in limbo. A whole incarnation of the Doctor gone, when we’d barely started to get to know him. A promising companion wasted. A showrunner everyone expected to be a safe pair of hands making some utterly confounding choices. Where do we go from here? Doctor Who series 15 is available to stream now on BBC iPlayer in the UK and on Disney+ around the world.

LUBBOCK — Every winter, after the sea of cotton has been harvested in the South Plains and the ground looks barren, technicians with the High Plains Underground Water Conservation District check the water levels in nearly 75,000 wells across 16 counties. For years, their measurements have shown what farmers and water conservationists fear most—the Ogallala Aquifer, an underground water source that’s the lifeblood of the South Plains agriculture industry, is running dry. That’s because of a century-old law called the rule of capture. The rule is simple: If you own the land above an aquifer in Texas, the water underneath is yours. You can use as much as you want, as long as it’s not wasted or taken maliciously. The same applies to your neighbor. If they happen to use more water than you, then that’s just bad luck. To put it another way, landowners can mostly pump as much water as they choose without facing liability to surrounding landowners whose wells might be depleted as a result. Following the Dust Bowl—and to stave off catastrophe—state lawmakers created groundwater conservation districts in 1949 to protect what water is left. But their power to restrict landowners is limited. “The mission is to save as much water possible for as long as possible, with as little impact on private property rights as possible,” said Jason Coleman, manager for the High Plains Underground Water Conservation District. “How do you do that? It’s a difficult task.” A 1953 map of the wells in Lubbock County hangs in the office of the groundwater district. [Photo: Annie Rice for The Texas Tribune] Rapid population growth, climate change, and aging water infrastructure all threaten the state’s water supply. Texas does not have enough water to meet demand if the state is stricken with a historic drought, according to the Texas Water Development Board, the state agency that manages Texas’ water supply. Lawmakers want to invest in every corner to save the state’s water. This week, they reached a historic $20 billion deal on water projects. High Plains Underground Water District General Manager Jason Coleman stands in the district’s meeting room on May 21 in Lubbock. [Photo: Annie Rice for The Texas Tribune] But no one wants to touch the rule of capture. In a state known for rugged individualism, politically speaking, reforming the law is tantamount to stripping away freedoms. “There probably are opportunities to vest groundwater districts with additional authority,” said Amy Hardberger, director for the Texas Tech University Center for Water Law and Policy. “I don’t think the political climate is going to do that.” State Sen. Charles Perry, a Lubbock Republican, and Rep. Cody Harris, a Palestine Republican, led the effort on water in Austin this year. Neither responded to requests for comment. Carlos Rubinstein, a water expert with consulting firm RSAH2O and a former chairman of the water development board, said the rule has been relied upon so long that it would be near impossible to undo the law. “I think it’s better to spend time working within the rules,” Rubinstein said. “And respect the rule of capture, yet also recognize that, in and of itself, it causes problems.” Even though groundwater districts were created to regulate groundwater, the law effectively stops them from doing so, or they risk major lawsuits. The state water plan, which spells out how the state’s water is to be used, acknowledges the shortfall. Groundwater availability is expected to decline by 25% by 2070, mostly due to reduced supply in the Ogallala and Edwards-Trinity aquifers. Together, the aquifers stretch across West Texas and up through the Panhandle. By itself, the Ogallala has an estimated three trillion gallons of water. Though the overwhelming majority in Texas is used by farmers. It’s expected to face a 50% decline by 2070. Groundwater is 54% of the state’s total water supply and is the state’s most vulnerable natural resource. It’s created by rainfall and other precipitation, and seeps into the ground. Like surface water, groundwater is heavily affected by ongoing droughts and prolonged heat waves. However, the state has more say in regulating surface water than it does groundwater. Surface water laws have provisions that cut supply to newer users in a drought and prohibit transferring surface water outside of basins. Historically, groundwater has been used by agriculture in the High Plains. However, as surface water evaporates at a quicker clip, cities and businesses are increasingly interested in tapping the underground resource. As Texas’ population continues to grow and surface water declines, groundwater will be the prize in future fights for water. In many ways, the damage is done in the High Plains, a region that spans from the top of the Panhandle down past Lubbock. The Ogallala Aquifer runs beneath the region, and it’s faced depletion to the point of no return, according to experts. Simply put: The Ogallala is not refilling to keep up with demand. “It’s a creeping disaster,” said Robert Mace, executive director of the Meadows Center for Water and the Environment. “It isn’t like you wake up tomorrow and nobody can pump anymore. It’s just happening slowly, every year.” [Image: Yuriko Schumacher/The Texas Tribune] Groundwater districts and the law The High Plains Water District was the first groundwater district created in Texas. Over a protracted multi-year fight, the Legislature created these new local government bodies in 1949, with voter approval, enshrining the new stewards of groundwater into the state Constitution. If the lawmakers hoped to embolden local officials to manage the troves of water under the soil, they failed. There are areas with groundwater that don’t have conservation districts. Each groundwater districts has different powers. In practice, most water districts permit wells and make decisions on spacing and location to meet the needs of the property owner. The one thing all groundwater districts have in common: They stop short of telling landowners they can’t pump water. In the seven decades since groundwater districts were created, a series of lawsuits have effectively strangled groundwater districts. Even as water levels decline from use and drought, districts still get regular requests for new wells. They won’t say no out of fear of litigation. The field technician coverage area is seen in Nathaniel Bibbs’ office at the High Plains Underground Water District. Bibbs is a permit assistant for the district. [Photo: Annie Rice for The Texas Tribune] “You have a host of different decisions to make as it pertains to management of groundwater,” Coleman said. “That list has grown over the years.” The possibility of lawsuits makes groundwater districts hesitant to regulate usage or put limitations on new well permits. Groundwater districts have to defend themselves in lawsuits, and most lack the resources to do so. A well spacing guide is seen in Nathaniel Bibbs’ office. [Photo: Annie Rice for The Texas Tribune] “The law works against us in that way,” Hardberger, with Texas Tech University, said. “It means one large tool in our toolbox, regulation, is limited.” The most recent example is a lawsuit between the Braggs Farm and the Edwards Aquifer Authority. The farm requested permits for two pecan orchards in Medina County, outside San Antonio. The authority granted only one and limited how much water could be used based on state law. It wasn’t an arbitrary decision. The authority said it followed the statute set by the Legislature to determine the permit. “That’s all they were guaranteed,” said Gregory Ellis, the first general manager of the authority, referring to the water available to the farm. The Braggs family filed a takings lawsuit against the authority. This kind of claim can be filed when any level of government—including groundwater districts—takes private property for public use without paying for the owner’s losses. Braggs won. It is the only successful water-related takings claim in Texas, and it made groundwater laws murkier. It cost the authority $4.5 million. “I think it should have been paid by the state Legislature,” Ellis said. “They’re the ones who designed that permitting system. But that didn’t happen.” An appeals court upheld the ruling in 2013, and the Texas Supreme Court denied petitions to consider appeals. However, the state’s supreme court has previously suggested the Legislature could enhance the powers of the groundwater districts and regulate groundwater like surface water, just as many other states have done. While the laws are complicated, Ellis said the fundamental rule of capture has benefits. It has saved Texas’ legal system from a flurry of lawsuits between well owners. “If they had said ‘Yes, you can sue your neighbor for damaging your well,’ where does it stop?” Ellis asked. “Everybody sues everybody.” Coleman, the High Plains district’s manager, said some people want groundwater districts to have more power, while others think they have too much. Well owners want restrictions for others, but not on them, he said. “You’re charged as a district with trying to apply things uniformly and fairly,” Coleman said. Can’t reverse the past Two tractors were dropping seeds around Walt Hagood’s farm as he turned on his irrigation system for the first time this year. He didn’t plan on using much water. It’s too precious. The cotton farm stretches across 2,350 acres on the outskirts of Wolfforth, a town 12 miles southwest of Lubbock. Hagood irrigates about 80 acres of land, and prays that rain takes care of the rest. Walt Hagood drives across his farm on May 12, in Wolfforth. Hagood utilizes “dry farming,” a technique that relies on natural rainfall. [Photo: Annie Rice for The Texas Tribune] “We used to have a lot of irrigated land with adequate water to make a crop,” Hagood said. “We don’t have that anymore.” The High Plains is home to cotton and cattle, multi-billion-dollar agricultural industries. The success is in large part due to the Ogallala. Since its discovery, the aquifer has helped farms around the region spring up through irrigation, a way for farmers to water their crops instead of waiting for rain that may not come. But as water in the aquifer declines, there are growing concerns that there won’t be enough water to support agriculture in the future. At the peak of irrigation development, more than 8.5 million acres were irrigated in Texas. About 65% of that was in the High Plains. In the decades since the irrigation boom, High Plains farmers have resorted to methods that might save water and keep their livelihoods afloat. They’ve changed their irrigation systems so water is used more efficiently. They grow cover crops so their soil is more likely to soak up rainwater. Some use apps to see where water is needed so it’s not wasted. A furrow irrigation is seen at Walt Hagood’s cotton farm. [Photo: Annie Rice for The Texas Tribune] Farmers who have not changed their irrigation systems might not have a choice in the near future. It can take a week to pump an inch of water in some areas from the aquifer because of how little water is left. As conditions change underground, they are forced to drill deeper for water. That causes additional problems. Calcium can build up, and the water is of poorer quality. And when the water is used to spray crops through a pivot irrigation system, it’s more of a humidifier as water quickly evaporates in the heat. According to the groundwater district’s most recent management plan, 2 million acres in the district use groundwater for irrigation. About 95% of water from the Ogallala is used for irrigated agriculture. The plan states that the irrigated farms “afford economic stability to the area and support a number of other industries.” The state water plan shows groundwater supply is expected to decline, and drought won’t be the only factor causing a shortage. Demand for municipal use outweighs irrigation use, reflecting the state’s future growth. In Region O, which is the South Plains, water for irrigation declines by 2070 while demand for municipal use rises because of population growth in the region. Coleman, with the High Plains groundwater district, often thinks about how the aquifer will hold up with future growth. There are some factors at play with water planning that are nearly impossible to predict and account for, Coleman said. Declining surface water could make groundwater a source for municipalities that didn’t depend on it before. Regions known for having big, open patches of land, like the High Plains, could be attractive to incoming businesses. People could move to the country and want to drill a well, with no understanding of water availability. The state will continue to grow, Coleman said, and all the incoming businesses and industries will undoubtedly need water. “We could say ‘Well, it’s no one’s fault. We didn’t know that factory would need 20,000 acre-feet of water a year,” Coleman said. “It’s not happening right now, but what’s around the corner?” Coleman said this puts agriculture in a tenuous position. The region is full of small towns that depend on agriculture and have supporting businesses, like cotton gins, equipment and feed stores, and pesticide and fertilizer sprayers. This puts pressure on the High Plains water district, along with the two regional water planning groups in the region, to keep agriculture alive. “Districts are not trying to reduce pumping down to a sustainable level,” said Mace with the Meadows Foundation. “And I don’t fault them for that, because doing that is economic devastation in a region with farmers.” Hagood, the cotton farmer, doesn’t think reforming groundwater rights is the way to solve it. What’s done is done, he said. “Our U.S. Constitution protects our private property rights, and that’s what this is all about,” Hagood said. “Any time we have a regulation and people are given more authority, it doesn’t work out right for everybody.” Rapid population growth, climate change, and aging water infrastructure all threaten the state’s water supply. [Photo: Annie Rice for The Texas Tribune] What can be done The state water plan recommends irrigation conservation as a strategy. It’s also the least costly water management method. But that strategy is fraught. Farmers need to irrigate in times of drought, and telling them to stop can draw criticism. In Eastern New Mexico, the Ogallala Land and Water Conservancy, a nonprofit organization, has been retiring irrigation wells. Landowners keep their water rights, and the organization pays them to stop irrigating their farms. Landowners get paid every year as part of the voluntary agreement, and they can end it at any point. Ladona Clayton, executive director of the organization, said they have been criticized, with their efforts being called a “war” and “land grab.” They also get pushback on why the responsibility falls on farmers. She said it’s because of how much water is used for irrigation. They have to be aggressive in their approach, she said. The aquifer supplies water to the Cannon Air Force Base. “We don’t want them to stop agricultural production,” Clayton said. “But for me to say it will be the same level that irrigation can support would be untrue.” There is another possible lifeline that people in the High Plains are eyeing as a solution: the Dockum Aquifer. It’s a minor aquifer that underlies part of the Ogallala, so it would be accessible to farmers and ranchers in the region. The High Plains Water District also oversees this aquifer. If it seems too good to be true—that the most irrigated part of Texas would just so happen to have another abundant supply of water flowing underneath—it’s because there’s a catch. The Dockum is full of extremely salty brackish water. Some counties can use the water for irrigation and drinking water without treatment, but it’s unusable in others. According to the groundwater district, a test well in Lubbock County pulled up water that was as salty as seawater. Rubinstein, the former water development board chairman, said there are pockets of brackish groundwater in Texas that haven’t been tapped yet. It would be enough to meet the needs on the horizon, but it would also be very expensive to obtain and use. A landowner would have to go deeper to get it, then pump the water over a longer distance. “That costs money, and then you have to treat it on top of that,” Rubinstein said. “But, it is water.” Landowners have expressed interest in using desalination, a treatment method to lower dissolved salt levels. Desalination of produced and brackish water is one of the ideas that was being floated around at the Legislature this year, along with building a pipeline to move water across the state. Hagood, the farmer, is skeptical. He thinks whatever water they move could get used up before it makes it all the way to West Texas. There is always brackish groundwater. Another aquifer brings the chance of history repeating—if the Dockum aquifer is treated so its water is usable, will people drain it, too? Hagood said there would have to be limits. Disclosure: Edwards Aquifer Authority and Texas Tech University have been financial supporters of The Texas Tribune. Financial supporters play no role in the Tribune’s journalism. Find a complete list of them here. This article originally appeared in The Texas Tribune, a member-supported, nonpartisan newsroom informing and engaging Texans on state politics and policy. Learn more at texastribune.org.

I've wanted to rewatch the sci-fi thriller Strange Days for a long time, but I kept forgetting because, honestly, I couldn't remember the title. I finally came across it on Hulu and checked it out, and I can't stop thinking about it.Though Strange Days was released back in 1995, it looks and feels like it could've come out yesterday. It's one of those rare old movies that imagined the technology of virtual reality, or VR, without turning it into a gimmick. Strange Days takes place in 1999 Los Angeles during the last 48 hours of the millennium. Lenny Nero, played by Ralph Fiennes, is a former cop who now peddles an illegal virtual reality experience called Playback. Nero's friend and bodyguard, Mace (Angela Basset), tries to keep him rooted in reality and away from trouble. Together, they work to track down a brutal rapist and murderer -- a man who uses VR Playback discs to record his crimes from his own point of view.The movie wasted no time dropping me into its jarring setting: The opening scene is an armed robbery filmed in first-person perspective, with the robber running from cops and jumping from one rooftop to another. A couple of scenes later, I saw tanks on the streets of LA and heard radio callers declaring that the world would end at the stroke of midnight on Jan. 1, 2000. Strange Days reminds me of the best Black Mirror episodes -- both deeply disturbing and uncomfortably close to home. Director Kathryn Bigelow was influenced by the 1992 LA riots and incorporated those elements of racial tension and police violence into her work. The result is a movie that's sometimes difficult to watch but impossible to look away from. At the same time, Strange Days is grounded by emotion. Nero (Fiennes) spends a good portion of the movie reliving memories of his failed relationship with the singer Faith (played by actress-turned-rocker Juliette Lewis). Lying in bed while he plays back footage of happier days, he can trick himself into believing he's roller skating with Faith again -- until the disc stops spinning and he opens his eyes, back in the lonely present day."This is not 'like TV only better,'" says Nero, as he introduces the VR Playback tech to one of his clients. "This is life."But Bassett's character, Mace, believes otherwise, at one point confronting Nero over his attachment to his "used emotions." "This is your life!" says Mace. "Right here! Right now! It's real time, you hear me? Real time, time to get real, not Playback!" As I watched Strange Days in 2025, I couldn't help thinking of the virtual reality devices that exist today. VR headsets like the Meta Quest 3 and Google's upcoming AR glasses are bringing us closer than ever to the Playback tech in the film. And the immersive spatial videos for the Apple Vision Pro can make you feel like you're really reliving a three-dimensional recorded memory. As I considered the similarities between our current tech and Strange Days' Playback discs, I wondered if the future wants to be haunted by the past.Despite being 30 years old, Strange Days' special effects hold up incredibly well. Where other 1995 sci-fi flicks like Hackers and Johnny Mnemonic experimented with early computer-generated imagery, Strange Days went for a more practical approach: Characters shift in and out of the Playback footage with a simple analog distortion effect, just like you'd find while watching home videos on VHS tapes. The point-of-view shots were carefully choreographed, and the resulting footage looks like you're viewing it through the recorder's eyes.Strange Days also features standout musical acts. Juliette Lewis, in character as Faith, belts out two PJ Harvey tracks in on-screen performances that recall the best of '90s grunge. Rapper Jeriko One (played by Glenn Plummer) delivers biting social commentary in his music video. And contemporary artists Aphex Twin, Deee-Lite and Skunk Anansie perform during the movie's bombastic final act, a New Year's Eve rave in downtown LA. (It was a real-life concert with 10,000 attendees.)Strange Days is both a thrilling action movie and a mind-bending exploration of technology and memory. I'm surprised it was a box-office flop in 1995, and I wish it had received the recognition it deserved then. Still, I'm glad this sci-fi masterpiece is available to stream today. Though Strange Days isn't the easiest title to remember, the movie itself is unforgettable.

How I learned to stop sweating every UI detail and ship fasterMade by the author with Midjourney.I wasted too much time early in my design career sweating the wrong details. Now I ask one question before every UI decision:“Default it, or design it?”This simple heuristic has saved me countless hours and arguments, especially in startup environments where resources are limited and speed matters.Every design project requires you to make hundreds of decisions. Some are big like the overall layout. Others are small like the hover state of a button. Facing too many choices can lead to analysis paralysis, making it hard to move forward.Why this mattersProblems arise when designers spend too much time on lower-value minutia at the expense of big, strategic decisions: projects stall, deadlines slip, and teams get frustrated.I’ve been guilty of this more times than I’d like to admit.Looking back, I used to get lost trying to solve details that weren’t immediately relevant. Like, I’d polish edge cases before the core flow was even solid. I thought I was being thorough but really, I was just misallocating energy.Now I try to spot where the real leverage is. Not every moment in the product deserves the same attention. Some things just need to work. Others need to shine.The two pathsWhen you default it, you’re leaning on existing solutions: design systems, platform conventions, or vendor tools. You’re not ignoring the problem, you’re delegating the decision to something (or someone) that’s already solved it well enough.When you design it, you’re choosing to spend the time because you believe that decision has the potential to differentiate. You’re investing creative energy where it can make a meaningful impact.Both paths are valid. The power comes from choosing intentionally.The “Default It” approachThe “Default It” approach is most valuable when you’re getting hung up on a micro-level detail while working on a macro-level project.It’s not that the detail is unimportant, but it’s not the intent of that work. By defaulting micro-level decisions to existing resources, you can expedite macro-level projects.In my experience, many product managers lean toward this approach. “Defaulting it” helps move projects along faster by reducing scope. But if we default every decision, we’re likely to miss opportunities to innovate.The “Design It” approachThe “Design It” approach is most valuable when you need headspace to work in-depth on critical choices that shape outcomes in significant ways.You can make time to “design it” with micro or macro-level work, but each requires your full attention. It can be difficult to toggle between these different points of view, so I find it helpful to scope projects intentionally to focus on one at a time.Designers naturally gravitate toward this approach. It’s where creativity and innovation shine. However, trying to design every small detail can slow projects to a crawl and lead to blown budgets.Finding the right balanceFinding the right balance means negotiating which decisions to default and which to design so your team can focus attention in the right places at the right times.Product managers might push for “defaulting it” to save time and stay on schedule, while designers might advocate for “designing it” to explore creative solutions. This healthy tension can lead to finding the sweet spot for product development.For example, on one product I worked on, we needed to visualize large graph databases. Building a vector-based visualization library from scratch would have given us flexibility, but it wasn’t going to move the needle for our customer experience. We decided to “default” that data viz solution to a third-party vendor whose entire focus was on building that technology. This freed our team to focus on applying those tools to solve our customers’ problems more quickly and effectively.How design systems fit InAs projects grow, certain decisions come up repeatedly. This is where design systems become valuable.A design system is essentially your collection of team approved defaults.While in the early days of a product you might default mostly to external industry standards, over time you’ll encapsulate more of your own decision-making into custom defaults specific to your service.By storing your “defaulted” decisions in a central repository, you reduce the overhead for making solid baseline design choices. This list evolves to reflect updated defaults as new projects demand new solutions, freeing up time to focus on unique challenges.Final thoughts“Default it or design it” helps me triage.It helps my team align. And it helps us ship.By intentionally choosing when to default and when to design, I save time, focus on what’s critical, and direct my creative energy to the most pressing problems.Some moments in a product just need to work. Others need to shine.“Default it or design it” helps me know the difference.Patrick Morgan is the creator of Unknown Arts and lead product designer at Sublime Security. If you enjoyed this post, subscribe to his newsletter and follow him on LinkedIn for weekly insights.Default it or design it was originally published in UX Collective on Medium, where people are continuing the conversation by highlighting and responding to this story.

27 May, 2025 Design, like almost every industry, runs on meetings. But are there too many? And how well do yours work? This article is part of our meetings series, looking at different types of design meetings, and how they could be improved. You can find all the articles here.  When Shopify’s employees came back to work after the Christmas break in 2023, their calendars looked very different. Bosses at the e-commerce company had decided to purge all meetings of more than two people. An estimated 12,000 meetings were removed at a stroke – all meetings were banned on Wednesdays too. “Uninterrupted time is the most precious resource of a craftsperson, and we are giving our people a ‘no judgment zone’ to subtract, reject meetings, and focus on what is most valuable,” Shopify’s chief operating officer Kaz Nejatian said at the time. Later that summer, they were at it again adding a “cost calculator” into employees’ calendar app, putting a dollar value on every meeting, based on who attends, and how long the meeting was. Asana did a similar thing to Shopify in 2022, removing all recurring meetings and asking employees to think carefully about whether they should be added back in. Through meetings becoming shorter, or removed entirely, they apparently saved the average employee 11.5 hours a month, or nearly four weeks across a working year. In The Guardian, one expert asked about the Shopify purge put it succinctly – “Most organisations have too many meetings, and most meetings aren’t good.” And there it is. Design, like most industries, runs on meetings – one-to-ones, company updates, team huddles, client pitches, brainstorms, creative check-ins, and more. In a hybrid or remote work culture, meetings have proliferated – one estimate says meetings jumped 70% during the pandemic. Of all the issues facing the industry, meetings may not seem like the most pressing (and it’s certainly not the most glamorous). But in thinking about day-to-day work, and the things that impact it, I’d suggest that meetings are right up there, both in terms of quantity and quality. “There’s no Mr Meeting coming to fix it for you.” The first thing, if you think your meetings culture could be better, is to take responsibility for it. Gillian Davis, an executive coach and leadership expert who works with many creative businesses, says she hears a lot of complaints about meetings. “People always tell me about these really bad meetings that everyone knows are bad,” she says. “Well, if a meeting isn’t working, put your hand up and say, ‘Hey, maybe we should redesign this meeting.’ There’s no Mr Meeting coming to fix it for you.” The key, Davis says, to an efficient and productive meetings culture, is to be intentional. What’s this meeting for? Who needs to be there? Who really needs to be there? Then you need an agenda to clearly and concisely set out the meeting’s aim, and at the end, you should agree on specific action points that reflect the intention set out in that agenda. “People might think this stuff sounds obvious,” says Stu Tallis, creative director at Taxi Studio who has helped rebuild the way his company runs meetings. “But agencies are fast and furious, and it’s easy for things like this to slip.” And if you put some of this best practice in place, then the idea of a meeting starts to shift. Many design leaders told me that it’s come to be seen as a dirty word in their studio – Tallis even avoids using the m-word altogether. Guanglun Wu, founding partner and chief digital officer at Made by On thinks this is an issue. “Many people are very protective of their focus time,” he says. “But that can lead to this mentality that meeting time is bad, that it’s unproductive. People become afraid of putting them in the calendar, and avoid them at all costs. “But it depends what the aim is. Making time to talk to people and collaborate is important – it’s not wasted.” Badberries’ managing director Natasha Szczerb wrote recently about the tricky balancing act of making time to focus on the clients, and the work, and making time to focus on the business itself. Recognising the tension between the two, Szczerb says, “was crucial to our survival.” And of all the operational decisions to make, and discussions to have, few leaders will feel their hearts fluttering at the thought of going deep on meetings. But take a moment to look at your calendar, and your team’s. How much time are they spending in meetings of one sort or another? And are you confident that time is being spent as efficiently and as effectively as possible? Meetings matter, and good leaders will make sure they are planned and used in the best possible way. And even if you’ve looked at this issue before, what worked for your studio in the past may not work any more. “Companies evolve,” Davis says. “Their rituals and systems evolve. So meetings should evolve too.” Industries in this article What to read next How to run better annual studio meetings 27 May, 2025 Features How to run better meetings 27 May, 2025

Google’s reversal on eliminating third-party cookies in Chrome isn’t exactly breaking news – but cookies remain a less effective way to truly connect with audiences. So, it is the perfect moment to explore how smart marketers are gaining an edge by leaning into first-party data and contextual targeting. In this post, we’ll break down what really happened, what it means for your brand, and how to sharpen your ad strategy to stay competitive in a shifting landscape. So, what happened? Google first announced its plan to phase out third-party cookies in Chrome back in 2020, citing a commitment to enhancing user privacy and creating a more privacy-conscious web. However, the timeline faced multiple delays. Then in May 2023, Google declared it was moving full steam ahead, with plans to begin phasing out cookies in January 2024. Marketers everywhere braced for impact, diving into strategy sessions to prepare for a cookieless future. Step one in Google’s rollout involved disabling third-party cookies for 1% of Chrome users worldwide – around 30 million people – to support real-world testing. The goal: ramp up to 100% deprecation by the end of 2024. But in April 2024, the UK’s Competition and Markets Authority (CMA) stepped in, requesting a pause. With Chrome holding a 64% global market share, the potential impact was massive. Amid mounting concerns over Google’s proposed cookie alternatives and the broader industry readiness, Google reversed its decision after more than four years of planning and delays. Marketers, exhausted from revising their cookieless strategies (version #163, anyone?), finally hit “save” one last time – tucking their plans away, hoping never to need them again. With emotions parked, attention turned back to what really matters: refining audience-engagement strategy, maximizing performance, and staying ahead in a still-evolving digital landscape. Google Flip-Flops – But First-Party Data Remains the Cornerstone of a Resilient Strategy The goal remains – to identify and influence the buying group that matters. So, the real question is: what strategies are helping marketers stretch their budgets further and stay ahead? One powerful solution is first-party data. Let’s keep it simple – first-party data is the information a content publisher gathers directly from its audience as they interact with its platforms. It includes website visitors, social media followers, and existing customers, covering demographics, preferences, on-site behavior, purchase history, and feedback – making it both highly relevant and unique. So, every business with an online presence has their own 1st party data. This data is typically gathered through tracking pixels on websites, social platforms, or products, and stored in a CRM or customer data platform (CDP). But not all first-party data is created equal. To be truly valuable, it must be accurate, relevant, actionable, and privacy-compliant – a level of quality not every provider can guarantee. Gaining customer data and consent is no easy feat, either. With growing awareness and concern around data privacy, PrivacyEngine found that 81% of users believe the risks of sharing data outweigh the potential benefits. Still, customers are willing to share personal information if they perceive a high-value return. When captured and used effectively, first-party data becomes a powerful competitive advantage. Why? Because it gives marketers the kind of insights that drive smarter, more efficient campaigns. Imagine knowing exactly what content topics, formats, and channels resonate with your audience – along with how engaged they’ve been in the last 90 days, and whether they match your ideal region, company size, or role. With that level of clarity, you can execute with confidence, reduce wasted spend, and improve both conversion rates and pipeline impact. In fact, brands leveraging first-party data see a 2.9x increase in revenue and 1.5x cost savings, according to CMSWire – a clear signal of its effectiveness. But it’s not just about performance metrics. Marketers are also rethinking how ads fit into the overall customer experience, ensuring relevance and value at every touchpoint. Right Place, Right Time: The Power of Context in Advertising Meeting Buyers Where They Are – Digitally In a physical store, meeting buyers where they are is simple. But in the digital world – with countless platforms, channels, and formats – it’s far more complex. Each advertising tactic has its strengths, but one continues to stand out: contextual advertising. Unlike data-targeted ads, which rely on previously captured user information, contextual advertising aligns ads to the content of the page that users sought out. It matches your message to the moment – showing cookware ads on a recipe blog, for example – making the ad feel natural, non-intrusive and informative. This alignment pays off. Research shows that consumers are significantly more receptive to ads that match the content they’re engaging in. They’re in the right frame of mind, making the message feel more relevant, trusted, and less promotional. The result? A smoother user experience and stronger brand connection. Performance-wise, the numbers speak volumes: contextual ads are 93% more memorable than mismatched ads (ExchangeWire), and 32% of consumers are more likely to act on contextually aligned ads (Seedtag). In today’s privacy-first world, contextual advertising isn’t just compliant – it’s a smarter, more cost-efficient way to drive engagement, boost recall, and build trust with your audience. Smarter Strategies, Stronger Results Google may have made a major U-turn by reversing its decision to phase out third-party cookies in Chrome – leaving marketers understandably frustrated after years of planning. But those hours spent analyzing alternative strategies haven’t been wasted. In fact, they’ve laid the groundwork for smarter, more resilient approaches. Now is the time to turn that pivot into a positive milestone. Here’s how: 1. Reassess and Refine Campaign Performance Take a fresh look at your existing campaigns. What does success actually look like for your business? Are your current efforts truly delivering, or is there untapped potential? It’s never too late to test new formats, re-evaluate messaging, or shift tactics. Revisit how you’re measuring ROI – are you focused on metrics that matter to your stakeholders, or just surface-level stats? To make advertising a strategic growth driver – not just a “nice to have” – focus on metrics that reflect real impact across the entire funnel. 2. Maximize the Value of First-Party Data First-party data – whether yours or that of a partner – is one of your most powerful assets. Make sure your owned channels – websites, content, and outreach – offer engaging experiences that encourage users to act. This not only improves conversions but strengthens the quality of the data you collect. Work with original content publishers and benefit from their powerful first-party data. This allows you to deliver high-impact campaigns built around buyer intelligence. Work with partners who take data seriously. Ask your ad providers about their approach to first-party data collection and compliance. Look for transparency, consent-first models, and enriched user insights – not just volume. Key questions to ask providers: How is consent managed? What systems are in place to verify data accuracy and relevance? How frequently is data refreshed or validated? 3. Prioritize the Customer Experience Put yourself in your buyer’s shoes. Would your ad stand out against a competitor’s? Is it helpful, relevant, and well-placed – or disruptive and forgettable? One effective strategy is partnering directly with original content publishers. These environments offer accurate topic alignment, trusted editorial standards, and a more natural context for your ads. Deliver what your audience wants – authentic engagement with tangible, decision-making value. When done right, this boosts both engagement and brand perception. The Bottom Line Don’t treat Google’s decision as a reprieve. Now is not the time to sit still. It’s the time to ask smart questions, challenge assumptions, and work with partners who are just as invested in your success. “Audiences are more selective about where they provide their data. So, while third-party cookies remain – for now – advertisers should focus on channels where users willingly share their data in exchange for meaningful content. Going directly to publishers not only places your brand in trusted environments but also unlocks contextually relevant placements that consistently outperform industry benchmarks. Building trust through transparency and relevance is where the real competitive edge lies.” – Jane Qin Medeiros, Head of Informa TechTarget’s Brand and Content Group Learn about TechTarget’s first-party advertising and intent solutions today.

As long as I can remember, my wife has started each day with 30 minutes of a Candy Crush game. As long as she can remember, I have started each day by telling her it is pointless casual gamer cack. Now I write for the Guardian, I need to find a more eloquent way of putting that, so I thought I would have a go myself. I am begging you: do not do the same. Candy Crush Soda Saga nearly ruined me in a week.I like the game mechanics. As Oscar Wilde said, the man who doesn’t love sliding stuff to form chains of three or more matching shapes does not love life itself. This one is wrapped in a cute candy veneer, all fizzy bottles and gummy bears. And that makes the visuals so alluring. When you slide a Colour Bomb into a Candy Fish all the candies that colour get Candyfished and your eyes are treated to a bazillion of them fizzing around the screen destroying everything, while the firm yet gentle haptic feedback makes it a multisensory burst of pure, effervescent joy.“What’s that clicking noise?” my wife asks.“Don’t you play it with the haptic feedback on?”“Oh, I turned that off because I thought it was hurting my phone.”“In what way?”“I felt it was putting too much … pressure on it.” She says, like her phone is the USS Enterprise and she is Scotty diverting a dangerous amount of power away from the shields.We had many chats about Candy Crush while we both played the game in bed. I’m all for increased interspousal communication, but we used to do this kind of thing with broadsheet newspapers and now we’re matching jelly beans on phones. Luckily, you just need one hand to play, so the other is free to punch yourself repeatedly in the face as you realise how pointless your life has become.skip past newsletter promotionSign up to Pushing ButtonsFree weekly newsletterKeza MacDonald's weekly look at the world of gamingPrivacy Notice: Newsletters may contain info about charities, online ads, and content funded by outside parties. For more information see our Privacy Policy. We use Google reCaptcha to protect our website and the Google Privacy Policy and Terms of Service apply.after newsletter promotionYou are so hooked by the mechanics you hand over your few quid for some extra virtual bobbins quicker than those kids getting drugs in The WireAnd this game is utterly pointless in the long run. There is no story, no real achievements. It uses a board game path to fake big-time progression, but whether it’s me on level 150 or my wife on level 8,452 (gulp!) the pattern is the same: a few easy levels then a super hard one which, if you haven’t accumulated enough power-ups, is virtually impossible.That’s when the game drops its trousers and flashes its microtransactions. And by that stage you are so hooked by the mechanics and the colour you hand over your few quid for some extra virtual visual bobbins quicker and easier than those crazy kids getting drugs in The Wire. Oh yes! Candy Crush Soda Saga is the game Stringer Bell went to business school to invent. The cigarette was once hailed as the most efficient poison delivery system ever invented. Not now.This game “suggests” moves to you. These are frequently not the best ones. That is no accident. This is a game designed to make you fail. It’s a compulsion loop, sure, but one that encourages you to pay for the pleasure. It’s not gambling per se, because you know what you are buying, but, while gambling company ads now scream about setting limits and walking away, this game screams at you to have one more go.I have been addicted to so many things in my life that I stopped counting. (I became addicted to counting my addictions as well.) But this ranks as one of the worst. It only takes three days until I am dangerously hooked. Last Sunday I played Candy Crush Pop Saga for three solid hours. I nearly missed the Scottish Cup final as a result. Unlike my wife, I was dipping into it during the rest of the day as well, thinking, “Oh it’s been 15 minutes, I may have ended up getting a power-up via the Bake a Cake sub game my Candy Crush team are helping me with.”The self-loathing of the addict envelopes me. I know this is not nurturing me in any way, but I cannot stop. At least cocaine was quick. In terms of time? In one week I wasted what could have been, in Zelda terms, one third of a Breath of the Wild, one half of a Twilight Princess or an entire Majora’s Mask. And at least they tell stories. If the deadline for this article hadn’t made me stop, I would have had to have buried my phone in a lime pit and set it on fire to escape from Candy Crush.The irony is that there’s no real difference between this and the arcade offerings that made me fall in love with gaming as child. Pacman, Frogger, Space Invaders et al were all designed to make you pump another coin in the slot when it winked CONTINUE Y/N at you. They were even more repetitive. So I guess by the definition detailed in this Candy Crush castigation, those games were also a waste of time.But why didn’t they feel like that?Because back then, all I had was time. It wasn’t the dwindling commodity it is in my 50s. Maybe if I played Galaxian now it would feel like playing Candy Crush: a descent into a gaming horror world so uncomfortable it’s like watching that Event Horizon movie on treadmill while wearing Lego pants. A game that offers nothing repeatedly. Waiting for Godot with gummy bears instead of tramps. Nothing happens, nobody comes, nobody goes – it’s awful.

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.