LTV – Why it is the most important marketing metric


LTV or your CLTV (Customer Lifetime Value) is the most important metric for any fashion eCommerce business. The reason for this is that it gives a good indication of a brand’s current and future health. Internally we always say that the repeat customer rate (which is of course a big part of the customer lifetime […]

Text-based vs Creative Emails – What works better?


How do you create your emails?  Or, rather, what do you think of when you imagine an email?  Is it a neatly designed image-based email that is visually appealing, or is it a regular email that’s used for work comms or basic conversation?  Advertising today is intrinsically image and video-based.  Think Facebook, Instagram, TikTok and […]

Engaging your email list without open rate data


When Apple released its iOS 14.5 update, many marketers (slightly dramatically) saw their careers flashing before their eyes. What are we going to do now? How are we going to contend with people having control over the ads they see? Why would Apple do this to us? And in the age of the collective freakout, […]