Category: Email marketing

Beyond peak season: sustaining growth in Q1 as an e-commerce brand

Posted on by Khubi Ali

The holiday season, marked by intense shopping events like Black Friday, Cyber Monday, and Christmas, is a high-stakes period for e-commerce brands. With around 90% of the year’s top sales days clustered within this peak trading period, brands can witness remarkable growth. However, maintaining this momentum once the peak season fades can be challenging.

As consumer habits evolve and certain holidays lose their previous impact, there’s a growing opportunity to drive consistent engagement and revenue beyond peak seasons. Here, we explore data-driven strategies to help e-commerce brands sustain their success and build steady growth all year round.

Engage customers at an optimal time

A successful online experience should replicate in-store customer service, where sales advisors know just the right moment to assist. In the digital world, the same principle applies; reaching out at the right time can mean the difference between a conversion and a lost sale.

Identify customer behaviours to trigger well-timed, personalised support, avoiding interruptions for those unlikely to benefit. By analysing data from a visitor’s first moment on the site, you can craft an engagement strategy that aligns with each customer’s goals. This approach builds trust and makes online shopping experiences feel as seamless as in-store interactions.

Simplify choices to enhance decision-making

Offering too many options can overwhelm customers, slowing down their decision-making or leading them to abandon their basket entirely. Known as the “paradox of choice,” too many options can reduce customer satisfaction and prevent conversions.

To counteract this, use choice architecture to curate a streamlined selection tailored to each customer’s preferences. Analyse customer data to narrow down options and make the decision-making process easier. By using targeted recommendations, you can present a simplified range of products, which can ultimately increase confidence and lead to quicker purchasing decisions.

Personalised retargeting for re-engagement

After the peak season, focus on reconnecting with customers who abandoned their baskets or hesitated to make a purchase. This personalised retargeting approach can keep your brand top-of-mind and increase the likelihood of conversion.

To do this effectively, create tailored deals and offers based on past customer interactions and activity. Highlight the unique value of your products and services, demonstrating how they meet specific customer needs. It’s not about heavy discounting but about aligning the offer with what matters to your audience. In one recent case, we saw a 20% increase in conversions for a client by using personalisation to retarget hesitant customers with relevant recommendations.

Strategic upselling to boost revenue

The post-peak period is an ideal time to maximise revenue by introducing new products or add-ons. This strategic upselling tactic can help leverage existing customer loyalty and increase Average Revenue Per User (ARPU).

Just as in-store advisors make personalised suggestions to increase basket size, e-commerce brands can replicate this by displaying relevant upsell offers at the right moment. By limiting these to a few targeted, data-driven choices, customers are more likely to embrace additional purchases. For example, during a recent campaign for a retail client, a tailored and seasonal upselling strategy achieved a 59% increase in add-on sales compared to non-targeted offers.

Review past performance to refine future strategies

After the holiday rush, it’s essential to analyse what worked well and what could be improved. Reflecting on peak season performance helps identify winning ads, trends, popular products, and effective marketing approaches, all of which can help you plan for the coming year.

Use historical data to pinpoint shifts in consumer preferences, compared to last year and tailor your value propositions accordingly. As we move into the new year, consider the impact of economic shifts, such as the cost-of-living crisis, and the change in inflation, on purchasing habits. Insights from past performance enable more realistic and impactful goal-setting, helping you to build campaigns that align with both market trends and consumer needs.

Leveraging data for continuous success

As we head into a new year, ongoing economic changes highlight the importance of strategic planning for e-commerce brands. The intelligent use of data allows brands to engage customers at the right moments, simplify decision-making, and ensure ongoing relevance in a competitive market.

By harnessing the power of first-party data, e-commerce brands can personalise the online shopping experience, build trust, and sustain momentum beyond peak trading periods. In today’s digital landscape, where every interaction matters, mastering data-driven techniques will not only help businesses stay resilient but also fuel their long-term growth and success.

Take an omnichannel approach 

For ongoing e-commerce success, strong alignment between teams and partners is essential. Start by creating an omnichannel calendar that highlights important sales periods, new product launches, and peak trading events. This planning will allow your team to work toward shared goals, ensuring everyone is aligned and ready for quick adjustments. Omnichannel calendars also help mitigate miscommunication and streamline cross-platform and cross-team efforts, making it easier to manage both long-term goals and short-term plans without disruptions.

“As we approach the end of peak season, it’s essential to think beyond the immediate sales boost and focus on sustaining that growth well into the coming months. We know that maintaining momentum requires more than just a good Q4. Engaging customers at the right time, simplifying choices, re-engaging with personalised retargeting, and applying targeted upsells drive consistent sales year-round.

Reflecting on past results and aligning teams around a strong omnichannel approach keeps brands resilient and ready for every season. In today’s digital landscape, data-driven insights are no longer optional—they’re the foundation for building customer loyalty, increasing repeat purchases, and securing ongoing growth. If your brand is ready to carry that peak season energy forward, let’s discuss how we can help ensure you’re set up to thrive year-round.”

— Arham Khan, Founder and CEO, Pixated

 

Top data analytics and insights tools for e-commerce brands

Posted on by Khubi Ali

In the fast-paced world of e-commerce marketing, if content is queen, data is king. If a brand wants to stay ahead, using data-driven insights is crucial for informing its strategy, optimising performance, driving sales, and enhancing customer experiences. 

As we step into 2025, there are plenty of powerful tools designed to help businesses leverage data for smarter decision-making.

Here we look at the top data analytics and insights tools that can help brands turn raw data into actionable insights. From tracking customer behaviour, and keeping a close watch on trends, these tools are game-changers for brands looking to leverage data.

Here are some of our top picks… 

SimilarWeb

Best for: Competitor analysis and market research

SimilarWeb is a powerful tool that helps e-commerce brands understand their competitors’ strategies by providing deep insights into traffic sources, audience demographics, and engagement metrics. It enables businesses to stay ahead by identifying industry trends and benchmarking their performance against competitors.

Key features

  • Competitor traffic analysis
  • Market trend reports
  • Audience demographics and interests

Our verdict

For brands looking to gain a competitive edge, SimilarWeb offers comprehensive insights that are essential for strategic planning and market positioning.

Google Analytics

Best for: Tracking website performance

Google Analytics is a staple in the world of digital marketing. It allows e-commerce brands to track website traffic, user behaviour, and conversion rates. With its robust reporting features, businesses can gain insights into what’s working and what needs improvement to boost engagement and sales.

Key features

  • Real-time tracking of website performance
  • Customisable reports and dashboards
  • Audience segmentation for targeted marketing

Our verdict

A must-have for any e-commerce business, Google Analytics provides a foundational understanding of customer interactions, making it easier to optimise your website for better performance.

Supermetrics

Best for: Automating marketing data reporting

Supermetrics integrates seamlessly with platforms like Google Sheets, Excel, and Data Studio to automate data collection and reporting. It pulls data from various sources like Google Trends, Keyword Planner, Facebook Ads, Google Ads, and LinkedIn, allowing brands to create comprehensive reports that save time and track trends to improve decision-making.

Key features

  • Integration with multiple marketing platforms
  • Automated data extraction and reporting
  • Custom dashboards for campaign tracking

Our verdict

Supermetrics is perfect for e-commerce brands looking to streamline their data collection and reporting processes. It simplifies data management, allowing marketing teams to focus on strategy rather than data collection.

Hotjar

Best for: Understanding user behaviour on websites

Hotjar provides heatmaps, session recordings, and user feedback tools that help brands understand how customers interact and engage with their websites. By visualising user behaviour, businesses can identify pain points and optimise their site for better user experience and higher conversion rates.

Key features

  • Heatmaps and session recordings
  • Customer surveys and feedback polls
  • Conversion funnel analysis

Our verdict

If you want to optimise your website’s user experience, Hotjar is an invaluable tool. It allows you to see exactly where users are dropping off and how to improve your site’s navigation and layout.

SEMrush

Best for: SEO and keyword research

SEMrush is an all-in-one SEO tool that helps e-commerce brands optimise their online presence. It offers keyword research, backlink analysis, and competitor tracking, enabling businesses to improve their search engine rankings and drive organic traffic.

Key features

  • Comprehensive keyword research
  • Backlink tracking and analysis
  • Competitor SEO strategy insights

Our verdict

For brands looking to enhance their SEO strategy, SEMrush provides the insights needed to outperform competitors and attract more organic traffic.

Ahrefs

Best for: Backlink analysis and content optimisation

Ahrefs is known for its powerful backlink analysis capabilities. It helps brands discover link-building opportunities, track keyword rankings, and optimise content to rank higher on search engines. Its robust analytics make it a favourite among SEO professionals.

Key features

  • Backlink monitoring and analysis
  • Content gap analysis for optimisation
  • Keyword ranking tracker

Our verdict 

Ahrefs is essential for brands focused on improving their SEO performance and gaining a competitive edge in organic search.

Mixpanel

Best for: Tracking user engagement and product analytics

Mixpanel provides advanced product analytics to help brands understand user interactions on their websites or apps. It focuses on tracking customer engagement, allowing businesses to refine their product offerings and enhance user satisfaction.

Key features

  • Real-time analytics on user engagement
  • Cohort analysis for customer segmentation
  • Event tracking for product features

Our verdict

Mixpanel is perfect for brands looking to optimise their product offerings and improve customer retention by understanding user behaviour.

In conclusion

Data is the backbone of any successful e-commerce strategy, and these tools offer invaluable insights to help brands make smarter decisions. Whether you’re optimising your SEO strategy, improving your email campaigns, or tracking user behaviour and/or trends—investing in the right data analytics tool can transform your business.

Each tool on this list serves a unique purpose, so choose the one that aligns best with your business goals. By leveraging the power of data, brands can unlock new growth opportunities, improve customer engagement, and maximise ROI.

Top affiliate marketing platforms to boost your sales

Posted on by Khubi Ali

Affiliate marketing is a powerful tool for businesses looking to expand their reach, drive sales, and boost brand visibility. By partnering with affiliate marketers, businesses can tap into new audiences and generate revenue through commission-based partnerships. Below are some of the best affiliate marketing platforms for businesses to scale, ensuring streamlined operations and profitable collaborations.

Awin (Affiliate Window (Awin’s UK subset))

Awin is one of the leading affiliate marketing platforms offering access to a vast network of affiliates, including bloggers, influencers, and content creators. Awin provides robust tracking tools, real-time analytics, and personalised support, making it easier for UK brands to manage and optimise their affiliate campaigns.

Key features

  • Large network of UK and European affiliates across various sectors
  • Performance-based payment model to ensure you only pay for successful sales
  • Real-time reporting and analytics for campaign optimisation

Client example: Marks & Spencer, one of the UK’s largest retailers, uses Awin to manage its affiliate marketing programme, partnering with influencers and content creators across the fashion and homeware sectors. This strategy drives significant traffic and boosts sales. Through Awin, Marks & Spencer has effectively broadened its digital reach, increasing online sales and strengthening its brand presence, particularly among a younger, more tech-savvy audience.

Our verdict: Awin is a fantastic platform for UK-based businesses looking to scale their affiliate efforts. Its large network and sophisticated tools make it a top choice for driving sales.

Rakuten Advertising

Rakuten Advertising is a globally recognised affiliate platform, offering access to a vast network of publishers and affiliates across multiple industries. The platform is known for its strong partnerships with premium brands, providing advanced tracking tools and cross-channel promotional capabilities, which are ideal for businesses that need a global reach, including the UK.

Key features

  • Extensive global affiliate network across diverse industries
  • Advanced data insights for optimising performance
  • Cross-channel promotion for integrating affiliate efforts with other marketing campaigns

Client example: Debenhams, a leading UK department store, has used Rakuten Advertising to connect with global affiliates. By leveraging Rakuten’s wide network, Debenhams boosts its online visibility and generates additional revenue streams through new affiliate partnerships, which has helped offset declines in footfall to its physical stores.

Our verdict: Ideal for global brands looking to manage multiple affiliate programs across different regions. Its advanced tracking and reporting features are excellent for performance-driven campaigns.

Tradedoubler

Tradedoubler is a well-known affiliate marketing platform with a strong focus on European markets. It offers seamless integration with popular e-commerce platforms like Shopify and Magento, making it easy for businesses to manage multi-channel affiliate campaigns. With advanced tracking and automation tools, Tradedoubler is perfect for companies that need a scalable solution.

Key features

  • Integration with leading e-commerce platforms like Shopify
  • Advanced tracking and real-time reporting for data-driven decision-making
  • Automation features to simplify affiliate management

Client example: Microsoft has used Tradedoubler to manage its affiliate marketing efforts across Europe. The platform’s integration with Microsoft’s e-commerce infrastructure ensures seamless tracking and automation, enabling the tech giant to run targeted campaigns that promote its wide range of products, from software to hardware. By leveraging Tradedoubler, Microsoft has been able to significantly increase its market penetration in Europe, especially in the consumer and small business segments. This has helped the brand drive additional revenue by reaching new audiences and enhancing its digital footprint across diverse regions, all while streamlining the management of its campaigns through automation.

Our verdict: Tradedoubler is an excellent platform for businesses in Europe that require advanced tools and integration capabilities. If you are looking for a scalable solution to manage multi-channel campaigns, Tradedoubler offers everything you need to drive affiliate sales efficiently.

CJ Affiliate

CJ Affiliate is a well-established name in affiliate marketing, known for connecting businesses with top-tier, premium publishers and influencers making it an ideal choice for brands seeking high-quality, performance-driven collaborations. The platform provides advanced performance tracking and analytics, allowing businesses to optimise their affiliate campaigns effectively. 

Key features

  • Access to a network of premium affiliates, including top publishers and influencers
  • Powerful analytics and reporting tools for data-driven decision-making
  • Strong focus on performance marketing, ensuring measurable results

Client example: GoPro, the action camera brand, partners with CJ Affiliate to tap into influential content creators and publishers. CJ Affiliate has played a crucial role in transforming GoPro’s affiliate marketing strategy by connecting the brand with high-quality publishers and influencers. This has led to a significant boost in global sales and heightened brand awareness, particularly within niche outdoor and adventure communities, helping GoPro maintain its position as a leader in the action camera market.

Our verdict: CJ Affiliate is ideal for brands looking to collaborate with premium publishers and influencers. Its strong analytics capabilities make it the go-to platform for businesses focused on performance-driven affiliate marketing.

Partnerize

Partnerize is an advanced affiliate marketing platform that focuses on automation and real-time insights. With AI-powered recruitment, Partnerize enables businesses to automate various aspects of affiliate management, from discovery and onboarding to payment processing. The platform also supports cross-channel tracking, making it easier to manage campaigns across different platforms.

Key features

  • AI-powered affiliate recruitment and automation
  • Real-time data insights and reporting for quick optimisation
  • Cross-channel tracking for comprehensive campaign management

Client example: Uber, the ride-sharing giant, leverages Partnerize to manage its global affiliate program. The platform’s real-time insights and automation tools have enabled Uber to scale its affiliate marketing globally, driving increased bookings and app downloads through highly targeted campaigns. The platform’s automation features have streamlined Uber’s affiliate operations, allowing the company to expand its customer base while optimising performance and reducing manual efforts across multiple markets.

Our verdict: Partnerize is perfect for fast-growing businesses that require automation and real-time analytics. Its advanced tech stack is ideal for brands looking to streamline their affiliate marketing efforts and scale rapidly.

Webgains

Webgains is a well-regarded affiliate platform offering cost-effective solutions for mid-sized businesses. The platform emphasises performance and ROI-driven strategies, helping businesses grow through effective affiliate partnerships. Webgains also provides dedicated account management, making it easier for businesses to navigate the affiliate marketing landscape.

Key features

  • Dedicated account management for personalised support
  • Data-driven insights and performance tracking
  • Scalable solutions designed for growing businesses

Client example: Curry’s, a popular electronics retailer in the UK, uses Webgains to manage its affiliate marketing efforts. The platform’s scalable solutions have helped Curry’s grow its network of affiliates and significantly boost its online sales, particularly during key shopping periods like Black Friday. The platform’s data-driven approach has enabled Curry’s to target the right affiliates, optimising campaigns for maximum ROI and expanding its digital reach, leading to a noticeable uplift in both traffic and conversions.

Our verdict: For mid-sized businesses looking for a cost-effective affiliate platform with strong performance tracking, Webgains is a great choice.

Impact

Impact is a highly customisable affiliate marketing platform designed to meet the unique needs of businesses. It integrates with other marketing tools and provides real-time tracking, allowing businesses full control over their affiliate marketing efforts. The platform is ideal for companies that need flexibility and customisation to manage their affiliate programs effectively.

Key features

  • Customisable affiliate marketing solutions
  • Integration with other marketing platforms
  • Real-time performance tracking and optimisation

Client example: ASOS, one of the UK’s most popular online fashion retailers, uses Impact to customise its affiliate marketing strategies. Impact allows ASOS to tailor campaigns based on region, product categories, and performance metrics, ensuring a highly targeted approach to drive affiliate sales. Through the use of Impact’s customisable tools, ASOS has been able to drive exponential growth in its international markets, enhancing both customer acquisition and retention through strategic affiliate partnerships.

Our verdict: Impact is an excellent choice for businesses that want full control over their affiliate marketing and the ability to customise their solutions to fit specific needs.

ClickBank

ClickBank is a popular affiliate marketing platform, particularly for businesses focused on selling digital products such as online courses, software, and e-books. The platform offers an easy-to-use interface and a vast network of affiliates who specialise in promoting digital products, making it a top choice for UK-based digital entrepreneurs.

Key features

  • Focus on digital products and online services
  • Large network of affiliates with expertise in digital marketing
  • User-friendly platform for creating and managing affiliate programs

Client example: Udemy, a leading online learning platform, uses ClickBank to promote its courses via a network of digital marketing affiliates. This has helped boost enrolments, particularly in niche subjects, and helped expand Udemy’s reach both in the UK and globally. ClickBank has played a key role in growing Udemy’s digital sales, solidifying its position as a leader in online education.

Our verdict: If you’re a business focused on digital products, ClickBank is a top choice. Its user-friendly interface and extensive affiliate network make it easy to connect with partners who can help promote your offerings effectively.

Key features to look for in an affiliate marketing platform

  • Automation: Automating affiliate tracking and reporting to save time and reduce manual work.
  • Integration: Ensure the platform integrates with your existing e-commerce and CRM tools.
  • Real-time reporting: Access data and performance metrics in real-time to optimise campaigns.

Choosing the right affiliate marketing platform

When deciding on the best platform for your business, consider the following

  • Business goals: Define what you want to achieve through affiliate marketing—brand awareness, sales growth, or audience expansion.
  • Budget: Determine how much you’re willing to invest in an affiliate program and find platforms that fit your budget.
  • Trial period: Take advantage of free trials or demos to ensure the platform meets your specific needs.

Investing in the right affiliate marketing platform can significantly increase your sales, drive traffic, and help expand your brand presence.

Top 7 inventory management tools for e-commerce brands

Posted on by Khubi Ali

Imagine this. You’ve just launched a winning ad, and sales are skyrocketing. Your best-selling product is flying off the virtual shelves—all is well until your bestseller is unexpectedly out of stock. At the same time, other products sit untouched in your warehouse. This imbalance not only results in lost sales but also ties up capital in unsellable inventory.

Such scenarios are all too common among businesses without effective stock control. To avoid these pitfalls, e-commerce brands need reliable tools and software to help manage stock efficiently. The right solution can automate reordering, track stock levels in real-time, and offer valuable insights into your sales performance.

Here, we look at the top inventory management tools tailored for Shopify stores, to help you streamline operations and fuel growth.

Benefits of a good inventory management system

  • Optimise stock levels: Prevent over-ordering or running out of stock.
  • Automate restocking: Trigger orders automatically when stock levels are low.
  • Track trends: Monitor what’s selling quickly and what’s underperforming for better forecasting.

Top inventory management systems for e-commerce brands

Stocky by Shopify

Best for: Shopify stores looking for a native solution.

Stocky is Shopify’s native inventory app, designed to integrate seamlessly with your store. It helps you manage stock, track supplier performance, and automate purchase orders. Stocky’s intuitive dashboard lets you see sales trends and restock needs at a glance.

Key features

  • Automated purchase orders based on sales performance
  • Real-time inventory tracking
  • Advanced reporting on product profitability

Pricing
Included with Shopify POS Pro plan (£89/month).

Our verdict
Stocky is perfect for Shopify users who want a streamlined, native inventory solution. It provides all the essential features for managing stock and is built to handle both online and in-store stock seamlessly.

TradeGecko (QuickBooks Commerce)

Best for: Multi-channel sellers using Shopify and QuickBooks.

TradeGecko, now known as QuickBooks Commerce, is a powerful inventory and order management platform that integrates smoothly with Shopify. It helps you manage stock across multiple locations, automate workflows, and track sales performance, offering advanced insights into your supply chain.

Key features

  • Multi-location inventory management
  • Integration with Shopify and QuickBooks
  • Automated purchase orders and workflow automation

Pricing
Starting at £40/month.

Our verdict
Ideal for growing businesses that sell across multiple channels, TradeGecko offers robust tools for inventory management. Its integration with QuickBooks makes it a strong choice for businesses looking to streamline both inventory and financial operations.

Katana

Best for: Manufacturers using Shopify.

Katana is designed for small manufacturers who also sell online. It tracks inventory across locations in real time and provides visibility into raw materials and finished goods. Katana helps manufacturers streamline production workflows and manage stock levels efficiently.

Key features

  • Real-time inventory control of raw materials and products
  • Integration with Shopify and WooCommerce
  • Visual production planning and stock management

Pricing
From £160/month.

Our verdict
Katana is a great solution for manufacturers that need more visibility and control over their production and inventory. Its seamless integration with Shopify makes it an excellent choice for small manufacturers.

Skubana

Best for: Fast-growing e-commerce brands.

Skubana is an all-in-one platform that centralises order and inventory management for fast-growing e-commerce brands. It connects with Shopify and other sales channels to synchronise stock levels, automate purchase orders, and provide actionable insights for optimising inventory.

Key features

  • Unified order and inventory management across multiple channels
  • Automated stock replenishment based on sales forecasts
  • In-depth analytics for better stock control

Pricing
Starts at £790/month.

Our verdict
Skubana is an excellent option for businesses scaling quickly and needing a robust inventory management tool. It offers advanced features for businesses with complex inventory requirements.

DEAR Inventory

Best for: Comprehensive stock management with financials.

DEAR Inventory offers end-to-end stock management, from purchasing and sales to production and fulfilment. It integrates seamlessly with Shopify and includes built-in accounting features, allowing businesses to manage both inventory and finances in one place.

Key features

  • Full inventory and order management
  • Multi-currency support
  • Built-in accounting and financial reporting

Pricing
Starting at £180/month.

Our verdict
DEAR Inventory is ideal for businesses looking for a comprehensive solution that manages both stock and finances. It’s a great tool for growing brands that need to optimise their operations while maintaining control over their financials.

Zoho Inventory

Best for: Small to medium-sized Shopify businesses.

Zoho Inventory offers a cost-effective solution for small and medium-sized businesses. It includes multi-channel sales, warehouse management, and real-time inventory tracking. Zoho’s user-friendly interface makes it a popular choice for businesses that don’t need overly complex systems.

Key features

  • Multi-channel sales and warehouse management
  • Real-time inventory tracking
  • Integrations with Shopify, Amazon, and eBay

Pricing
From £25/month, with a free version available.

Our verdict
Zoho Inventory is an affordable solution for small businesses looking to gain more control over their stock. It’s simple to use and integrates well with Shopify, making it a solid choice for growing e-commerce brands.

Finale Inventory

Best for: High-volume Shopify stores.

Finale Inventory is built for high-volume e-commerce businesses. It offers advanced features like serial number tracking, inventory replenishment forecasting, and barcode scanning. Finale also integrates seamlessly with Shopify, making it easy to manage stock and fulfilment for large-scale operations.

Key features

  • Real-time stock updates and multi-location management
  • Barcode scanning and serial number tracking
  • Forecasting tools to prevent stockouts

Pricing
Starts at £90/month.

Our verdict
For businesses handling large volumes of stock, Finale Inventory offers the advanced features needed to keep things running smoothly. Its forecasting tools and real-time updates make it ideal for high-volume operations.

Key features to look for in an inventory management tool

  • Automation: Automate stock control to reduce manual input and errors.
  • E-commerce integrations: Ensure the tool integrates with platforms like Shopify, Amazon, or WooCommerce.
  • Mobile access: Manage your inventory on the go with mobile apps.
  • Analytics: Get insights from sales and stock data to make informed decisions.

Choosing the right tool for your business

Choosing the best tool depends on your business size, needs, and budget. Follow these steps to find the right solution.

Define your needs: Consider your business size, whether you sell across multiple channels, and your stock management needs.

Set your budget: Weigh the cost of manual stock management against investing in a tool that automates and optimises processes.

Test the software: Take advantage of free trials to see which tool suits your workflow.

Look for unique features: Evaluate any additional features that could benefit your business.

Investing in the right inventory management software can help improve your operational efficiency, prevent stockouts, and streamline your e-commerce growth. Whether you’re a small business or a fast-growing brand, these tools will help you stay on top of your stock management in 2025.

 

Top marketing attribution software to boost your business growth

Posted on by Khubi Ali

Whether you’re an e-commerce brand or a B2B business, it is important to understand which marketing channels contribute most to your sales and conversions to make smart decisions. By tracking customer journeys across various touchpoints, attribution tools provide valuable insights into the effectiveness of ad campaigns, enabling you to see exactly where your marketing is paying off. Thus allowing you to create informed strategies and optimise your efforts for maximum impact.

However, navigating the world of attribution software can be overwhelming. With countless choices available, it can be difficult to determine which one is the best fit for your business.

Here we look at the best available attribution software for 2025. We’ve broken them down by type, features, benefits, and price point—to help you choose the right solution.

Different types of marketing attribution software

Attribution tools generally fall into three key categories: single-touch, multi-touch, and marketing mix modelling. Each type has its strengths, and understanding these distinctions can help you choose the right solution for your business.

1. Single-touch attribution

Single-touch attribution assigns all credit for a conversion to a single touchpoint in the customer journey, either the first or last interaction.

  • First-click attribution focuses on the initial touchpoint, rewarding the channel that first introduced the customer to your brand.
  • Last-click attribution credits the final interaction, or the last ad clicked before a purchase.

While useful for understanding which channels bring in new customers and which channels close sales; single-touch models offer a limited view of the entire customer journey and may miss important touchpoints that influence conversions.

2. Multi-touch attribution (MTA)

Multi-touch attribution gives credit to multiple touchpoints throughout the customer journey, offering a more comprehensive view of how various channels work together to drive sales. 

Common multi-touch models include

  • Linear attribution: Distributes credit equally across all touchpoints involved in the conversion process.
  • Time-decay attribution: Assigns more weight to interactions that occur closer to the conversion event.
  • U-shaped and W-shaped models: Attribute more credit to touchpoints at critical moments, such as the first interaction and the point of conversion.

This type of attribution provides deeper insights into how different channels contribute to conversions and is useful for businesses with complex marketing funnels.

3. Marketing Mix Modelling (MMM)

Marketing mix modelling uses statistical analysis to evaluate the impact of various marketing efforts, including both online and offline channels. Unlike multi-touch attribution, which focuses on digital interactions, MMM also considers broader marketing activities such as TV, radio, and print.

MMM is especially valuable for businesses investing in a wide range of marketing efforts, providing insights into how different marketing activities work together to drive sales and optimise budgets accordingly.

The benefits of using marketing attribution software

Marketing attribution tools offer several benefits, especially for brands relying on multi-channel marketing efforts:

  • Maximised marketing spend: By clearly identifying which channels drive conversions, businesses can focus their budgets on the most effective platforms, improving overall return on investment (ROI). This ensures that no money is wasted on underperforming channels.
  • Enhanced decision-making: Attribution software provides detailed insights into customer journeys, helping businesses make informed decisions on where to invest in marketing efforts. This clarity leads to better optimisation of campaigns and improved targeting.
  • Improved collaboration across teams: Marketing attribution software gives teams a unified view of the customer journey. Whether it’s marketing, sales, or product teams, they can work together more effectively to optimise customer touchpoints and messaging.
  • Deeper customer insights: By tracking customer interactions across various platforms, attribution tools help businesses understand what motivates customer actions, allowing for more personalised marketing approaches and better customer engagement.

Top 5 attribution software to choose from

Fospha

Best for: Comprehensive data analysis

Fospha is a versatile attribution tool designed to provide detailed insights into customer journeys across multiple channels. With its advanced machine learning and predictive analytics capabilities, Fospha enables businesses to optimise their marketing efforts and forecast customer behaviour accurately.

Key features

  • Multi-touch attribution
  • Predictive analytics using machine learning
  • Cross-channel performance tracking

Pricing
Custom pricing based on business needs.

Our verdict
Fospha is perfect for brands seeking a powerful solution for tracking multi-channel performance. Its ability to provide predictive insights makes it an essential tool for brands aiming to improve marketing efficiency.

Ruler Analytics

Best for: Multi-channel attribution

Ruler Analytics is an exceptional tool for tracking customer journeys across multiple channels, including Google Ads, Facebook, and LinkedIn. It connects marketing activity to sales and revenue, making it easy for businesses to see exactly which marketing efforts are driving conversions.

Key features

  • Multi-channel attribution
  • Lead and revenue tracking
  • Integrates with major ad platforms like Google Ads and Facebook

Pricing
Starts at £179/month.

Our verdict
Ruler Analytics is a fantastic option for mid-sized businesses looking for a comprehensive attribution solution across multiple channels. Its user-friendly interface and deep analytics make it a popular choice for brands aiming to optimise their marketing spend.

Hyros

Best for: High-level campaign tracking

Hyros is designed for businesses that require in-depth tracking of marketing campaigns across multiple platforms. By using machine learning to analyse customer behaviour, Hyros helps brands make data-driven decisions, particularly in campaigns with high ad spend.

Key features

  • AI-driven attribution
  • In-depth ad tracking across multiple platforms
  • Customisable reports

Pricing
Starts at $299/month.

Our verdict
Hyros is ideal for brands running complex, high-budget campaigns. Its AI-powered insights provide clarity into customer journeys and enable accurate tracking of return on investment (ROI).

Triple Whale

Best for: Shopify-based e-commerce businesses

Triple Whale is tailored for Shopify stores and provides an easy-to-use platform for tracking marketing performance. It helps measure ad spend and customer journeys in real time, with a focus on optimising marketing efforts to drive growth.

Key features

  • Shopify integration
  • Real-time analytics
  • Ad spend tracking across platforms

Pricing
Starts at £135/month.

Our verdict
Triple Whale is a must-have for Shopify-based brands. It delivers real-time insights into marketing performance, allowing you to tweak campaigns and improve ROI effectively.

Cometly

Best for: Social media ad tracking

Cometly is an attribution tool designed to track and optimise social media ad campaigns. It integrates with major platforms like Meta providing real-time insights into ad performance and helping businesses link campaigns directly to revenue.

Key features

  • Multi-channel attribution
  • Social media ad tracking
  • Real-time data and reporting

Pricing
Starts at £100/month.

Our verdict
Cometly is ideal for businesses focused on social media ad campaigns. Its intuitive dashboard and powerful tracking features make it a great option for small to medium-sized brands.

Choosing the right attribution software for your business

Selecting the right attribution software is key to optimising your marketing efforts. To make the right choice, consider the following features and factors:

  • Multi-touch attribution: Opt for software that can track and credit each touchpoint in the customer journey, offering a comprehensive view of how different channels contribute to conversions.
  • Real-time insights: Choose a tool that provides immediate feedback on campaign performance, enabling quick adjustments for improved results.
  • Cross-channel compatibility: Ensure the software integrates with all your marketing platforms, such as social media, email, and paid ads, for a unified view of your efforts.
  • Custom reports: Look for software that allows you to tailor reports to your business needs, highlighting the metrics most relevant to your objectives.

In addition to these features, keep the following considerations in mind:

  • Understand the complexity of channels: Identify the complexity of sales channels and the level of data insights needed to inform your marketing strategy.
  • Budget wisely: Ensure the software fits your budget while offering essential features to enhance your marketing performance.
  • Test before committing: Many attribution tools offer free trials—use these to evaluate if the software meets your needs.
  • Plan for growth: Select a tool that can scale with your business, handling increasing data as your brand expands.
  • Ensure data accuracy: The software should provide precise tracking of customer journeys and lead sources to support more informed decision-making.

Attribution software will continue to be an essential tool for businesses in 2025, helping optimise marketing spend, track customer journeys, and boost conversions. Whether you’re a small brand or a fast-growing enterprise, investing in the right software can make a significant impact on your bottom lines.

The best email marketing platforms for your business

Posted on by Khubi Ali

If you’re looking to boost sales or enhance your brand awareness initiatives, email marketing should be at the top of your list. To streamline your campaigns, choosing the best email marketing solution for your business needs is crucial. These email automation tools can help you grow your audience, engage with your customers, and ultimately scale your business.

Here, we’ve listed the top-performing email marketing solutions for brands, reviewing their functionality, affordability, and overall pros and cons to help you find what best suits your needs.

Choosing the best email marketing software for your business

With so many platforms offering similar features, it can be difficult to choose the right tool suitable for your needs.

Here’s what to look for when choosing an email marketing software:

  • Affordable pricing: Massive bills can slow down growth. Look for platforms that offer good value, free plans, or trials so you can find what works for you.
  • Ease of use: The platform should be user-friendly for beginners and experts alike. Drag-and-drop editors are especially helpful.
  • Email automation: Automation features are important for creating seamless customer journeys. Pre-built templates and workflows save time and improve customer engagement.
  • Audience segmentation: The ability to segment your email lists helps you target different customer groups effectively, improving engagement and conversions.
  • Integrations: Ensure the platform integrates well with your existing tech stack, whether it’s Shopify, WooCommerce, or your CRM.
  • Transactional emails: Sending triggered emails after customer actions (such as purchases) reassures customers and improves the post-purchase experience.
  • Customer support: 24/7 support is essential, especially during high-sales seasons when you can’t afford downtime or issues with your campaigns.

Top-rated email marketing platforms by use case: features and pricing

We’ve compared the top email marketing services, highlighting their features, pros and cons, and pricing.

Platform Free plan/Trial  Pricing Best feature
Klaviyo Yes £20/month Dynamic content based on customer behaviour
Mailchimp Yes (Limited) £10/month Pre-made customer journeys
ActiveCampaign 14-day trial £25/month Advanced automated workflows
Omnisend Yes (Limited) £16/month Automatic branding for emails and popups
Constant Contact 14-day trial £9.99/month Event marketing features
HubSpot Yes £38/month In-depth analytics and CRM integration

 

Klaviyo

Best for: Businesses with a focus on advanced segmentation and automation.

Key features

  • Robust integration with Shopify, WooCommerce, and other e-commerce platforms.
  • Advanced segmentation tools for targeting specific customer behaviours.
  • Pre-built templates for abandoned carts, product recommendations, and more.

Pros

  • Excellent for personalisation and customer journeys.
  • High deliverability and detailed analytics.

Cons

  • Pricing can increase rapidly as your contact list grows.
  • A steeper learning curve for beginners.

Pricing
Free plan for up to 250 contacts.
Paid plans start at £20/month, depending on the number of contacts.

Our verdict: Klaviyo is an excellent choice for e-commerce businesses looking for powerful automation and detailed customer insights. It’s one of the best options for scaling and growing your online store.

HubSpot

Best for: Large businesses looking for an all-in-one marketing, sales, and CRM solution.

Key features

  • Built-in CRM with email marketing and automation.
  • A/B testing and detailed analytics for optimising campaigns.
  • Integration with Shopify and other major platforms.

Pros

  • Comprehensive features that go beyond email marketing.
  • Excellent for inbound marketing and detailed reporting.

Cons

  • Pricing can be steep, especially for smaller businesses.
  • The platform can be complex for beginners.

Pricing
Free plan available with limited features.
Paid plans start at £38/month.

Our verdict: HubSpot is a powerful tool for larger businesses or those heavily focused on inbound marketing. Its CRM, detailed analytics, and automation make it a fantastic all-in-one solution, though its cost may be a consideration for smaller businesses.

Mailchimp

Best for: Small businesses and entrepreneurs looking for a flexible and user-friendly platform.

Key features

  • Easy-to-use drag-and-drop email builder.
  • Pre-made customer journeys and automation workflows.
  • Integration with Shopify, WordPress, and other platforms.

Pros

  • Ideal for beginners, with a straightforward interface.
  • Affordable pricing for small businesses.

Cons

  • Limited automation features compared to more advanced tools.
  • Some issues with email deliverability at scale.

Pricing
Free plan for up to 500 contacts.
Paid plans start at £10/month.

Our verdict: Mailchimp remains one of the best platforms for smaller businesses. It’s flexible, affordable, and a great starting point for those new to email marketing.

ActiveCampaign

Best for: Businesses that require advanced automation and detailed customer journeys.

Key features

  • Visual automation builder for detailed workflows.
  • Integration with over 850 apps, including Shopify and WooCommerce.
  • SMS and email automation for multi-channel marketing.

Pros

  • Powerful automation tools.
  • Affordable pricing for businesses scaling their email campaigns.

Cons

  • Steeper learning curve compared to beginner-friendly platforms.
  • Limited design templates.

Pricing
14-day free trial available.
Paid plans start at £25/month.

Our verdict: If you’re looking for advanced automation features and have the time to master the platform, ActiveCampaign offers one of the best value-for-money solutions for growing businesses.

Omnisend

Best for: Businesses looking for a unified email and SMS marketing platform.

Key features

  • Multi-channel marketing via email, SMS, and push notifications.
  • Pre-built workflows for abandoned carts, order confirmations, and more.
  • Easy integration with major e-commerce platforms.

Pros

  • Ideal for e-commerce brands with multi-channel marketing needs.
  • Simple to use with excellent automation features.

Cons

  • Fewer advanced features for non-e-commerce businesses.
  • SMS credits are not included in the base plan.

Pricing
Free plan for up to 250 contacts.
Paid plans start at £16/month.

Our verdict: Omnisend is an excellent choice for e-commerce brands, especially those looking to unify their marketing across email, SMS, and web push. Its automation and segmentation tools make it a valuable asset for driving sales.

Constant Contact

Best for: Small businesses and event marketers looking for a straightforward email marketing solution.

Key features

  • Customisable drag-and-drop email editor.
  • Event marketing tools with registration forms.
  • A/B testing and list segmentation for targeted campaigns.

Pros

  • Great for event-based marketing.
  • Easy to use, with good customer support.

Cons

  • Fewer automation features than competitors.
  • Pricing can be higher for advanced tools.

Pricing
14-day free trial available.
Paid plans start at £9.99/month.

Our Verdict: Constant Contact is an ideal platform for small businesses with specific marketing needs, especially for events. It’s easy to use and offers solid support, but lacks some of the advanced features of other automation tools.

Final thoughts

Finding the best email marketing platform for your business depends on your specific needs. For advanced automation and e-commerce integration, Klaviyo and Omnisend stand out. Small businesses will find Mailchimp and Constant Contact user-friendly and affordable, while businesses that need more sophisticated workflows could look at ActiveCampaign. If you’re looking for an all-in-one solution, HubSpot is hard to beat.

Investing in the right email marketing tool will ensure your campaigns are optimised, helping you to engage with your audience, convert more leads, and grow your business.

The state of the DTC nation report 2024: unpacking key insights and takeaways

Posted on by Khubi Ali

Every year, we conduct an extensive DTC brand survey inviting over 1,000 decision-makers and marketers from across the UK and USA to share their two cents about e-commerce advertising. 

We use the survey’s insights to curate an annual report, which guides and informs our direct-to-consumer strategies throughout the year. The 2024 report presents an in-depth look at the current state of the DTC market, focusing on primary challenges, revenue dynamics, and growth marketing strategies. 

This year’s survey drew responses from various industries, including skincare, beauty, health, fitness, fashion, food, beverage, and more. The findings reveal how brands are navigating increased competition, rising costs, new e-commerce trends and shifting consumer behaviours.

Here is an overview of the key insights, takeaways and DTC marketing trends from this year’s survey…


  For more information and detailed insights on the state of e-commerce marketing in 2024   

Marketing budgets on the rise

As global advertising and marketing spend continues to grow, brands are increasing their investment in marketing to stay competitive. With a projected 7.7% rise in global marketing spend in 2024, businesses are recognising the need to allocate more resources toward their marketing efforts.

Our survey reveals that brands are following this trend, with a notable increase in marketing budgets. They are not only allocating a significant portion of their revenue to marketing but also prioritising channels that deliver measurable ROI.

The importance of ROI in marketing decisions

Strategic allocation of marketing budget is essential for driving growth and maintaining a competitive edge in the increasingly crowded e-commerce landscape.

The participating brands unanimously agreed that the emphasis on ROI is more critical than ever. Businesses are no longer just spending on marketing because it’s a necessary expense; they are investing in marketing as a core driver of growth. This shift in mindset is reflected in the strategic allocation of budgets toward channels that are not only cost-effective but also capable of delivering tangible results.

Our survey found that businesses are increasingly prioritising channels that allow for clear measurement and optimisation. This trend is particularly evident in the growing investment in data-driven marketing strategies. By leveraging data analytics, businesses are tracking the performance of their campaigns in real-time, making adjustments as needed to enhance effectiveness. This level of insight and adaptability is what sets successful DTC brands apart in today’s competitive landscape.


  For more information and detailed insights on the state of e-commerce marketing in 2024   

 

Rising competition and costs

The competitive e-commerce marketing landscape is driving costs up, particularly in paid media. Meta’s CPM has fluctuated but remains high overall. 

Paid search continues to be a top-performing channel for fashion retailers but presents challenges for the food, beverage, health and fitness sectors due to escalating costs. To navigate this high-cost environment, diversifying the marketing mix and exploring lower CPM platforms is recommended.

Navigating platform changes

Email marketing faces new challenges with updates from Google and Yahoo, including stricter spam filters and enhanced privacy features. However, marketers can navigate these changes by focusing on compliance, list management, and authentication to ensure effective email deliverability

Overview of top and underperforming marketing channels

According to our survey, some marketing channels emerged as clear winners, while others struggled to deliver results. 

  • Email marketing stood out as one of the most effective strategies for DTC businesses, offering high personalisation, cost-efficiency, and strong direct communication with customers. A powerful tool that brands are leveraging to maximise engagement and conversions in 2024.
  • Organic social, on the other hand, proved to be less effective, often hindered by low reach and engagement challenges.
  • Paid social offered mixed results, performing well for some sectors but underdelivering for others. Businesses are finding success by focusing on detailed audience segmentation and innovative content strategies.

Reasons to be hopeful

Despite some challenges, there are several reasons to be optimistic 

  • The global e-commerce market is expected to surpass $5.8 trillion in 2024, indicating robust growth potential. 
  • According to the OECD Economic Outlook 2024 report, signs of economic recovery are evident, with consumer confidence and spending rebounding.
  • Consumer spending on brands is expected to rise by 15% in 2024 as digital shopping habits become more entrenched and the economy stabilises.
  • Social commerce platforms like TikTok Shop are revolutionising consumer shopping behaviours by integrating entertainment and e-commerce, which is expected to grow by 20% in 2024.

  For more information and detailed insights on the state of e-commerce marketing in 2024