Setting Up B2B Ecommerce Platforms

An ecommerce company recently approached my team to do an email audit as they were facing challenges with low open and click-through rates. After analyzing their email account, here are our main recommendations to revive their email marketing channel: 1. Strategic Email Segmentation: Currently, your emails lack personal relevance due to a one-size-fits-all approach. This is a crucial area to address. Action Plan: Implement segmentation based on purchase history, engagement levels, browsing behavior, and demographic information. 2. Personalized Content Creation: Generic content won't cut it. Your audience needs to feel that each email is crafted for them. Action Plan: Develop emails specifically tailored to the different segments. This includes curated product recommendations, personalized offers, and content that aligns with their interests. 3. Subject Line A/B Testing: Your current subject lines aren't doing their job. You need to be implementing ongoing A/B subject line tests, as this is low-hanging fruit to improve your open rates. Action Plan: Regularly test different subject line styles and formats to identify what resonates best with each segment. Keep track of the metrics to inform future campaigns. 4. Mobile Optimization: A significant portion of your audience reads emails on mobile devices. Neglecting this is causing a decrease in your email engagement rates. Action Plan: Ensure all emails are responsive and visually appealing on various screen sizes. Test your emails on multiple devices before sending them out. Additional Campaign Strategies We Recommend: - Launch a Monthly Newsletter: This should include new arrivals, style guides, and user-generated content. It’s an excellent way to keep your brand in the minds of your customers. - Seasonal Campaign Integration: Tailor your campaigns to align with holidays and seasons. This approach can significantly boost engagement and sales during key periods. - Re-Engagement Campaigns: Specifically target subscribers who haven't interacted with your brand recently. Offer them unique incentives to rekindle their interest. Next steps: 1. If you found this helpful, please leave a comment and let me know. 2. If you own/run/work at an Ecommerce company doing at least $1 million in annual revenue, message me so my team can audit your email channel to see if there's a good fit for working together.

In the dynamic world of digital marketing, an effective email campaign is more than just a message—it's a carefully crafted experience that captivates, resonates, and drives action. Let's dissect the key elements that contribute to the success of an email marketing masterpiece. 🌐📧 1. Subject Lines that Spark Curiosity: 🔍📌 The gateway to your email. Craft subject lines that intrigue, inspire, or pose questions. The goal? To entice recipients to open the email and explore what lies within. 2. Compelling Content: Tell a Story, Solve a Problem: 📖🎯 The heart of your campaign. Your content should be a blend of storytelling and problem-solving. Connect emotionally, provide value, and address the needs or pain points of your audience. 3. Personalization for a Tailored Touch: 🤝🎨 Beyond just using a recipient's name. Leverage data to personalize content, recommendations, or offers based on user behavior and preferences. A personalized touch enhances engagement. 4. Visual Appeal with Eye-Catching Design: 🎨👁️ A picture is worth a thousand words. Incorporate visually appealing graphics, images, and layouts. Design should complement your brand and guide the reader through the content seamlessly. 5. Clear and Compelling Call-to-Action (CTA): 🚀🔗 The purposeful nudges. Your CTA should be crystal clear, compelling, and aligned with the campaign's goal. Make it easy for recipients to take the desired action, whether it's making a purchase, signing up, or downloading. 6. Mobile Optimization for On-the-Go Engagement: 📱💨 In a mobile-centric world, ensure your emails are optimized for various devices. Responsive design is key to delivering a seamless experience, no matter where your audience opens their emails. 7. A/B Testing for Continuous Refinement: 🔄📊 Don't guess; test. A/B testing allows you to experiment with different elements—subject lines, content, visuals—and refine your approach based on real-time performance data. Share your insights and let's continue to elevate our email marketing game together! 💬💌 #EmailMarketing #DigitalCampaigns #EngagementStrategy

To run effective cold email campaigns. You need to MASTER these 3 things: (Btw - most people fail at cold email) Not because it doesn’t work, but because they get the fundamentals wrong. There are 3 non-negotiables if you want a campaign that lands in inboxes, gets replies and books meetings. 1. Infrastructure → If your emails don’t get delivered, literally nothing else matters. Google and Microsoft tightened the rules, making deliverability the #1 challenge in 2025: ✅ Multiple domains to protect your sending reputation ✅ Sending limits & rotation to stay under the radar ✅ Email warmup & proper authentication Most people ignore this, then wonder why their emails go straight to spam and blame cold email as a channel 🤷♂️ Don't be that person. 2. Targeting → The wrong list will kill your campaign before it starts. The best campaigns are built on tight segmentation and deep prospecting: ✅ Clear ICP ✅ Strong value add ✅ Signal-based outreach Forget what you've been told — cold email isn’t just a numbers game... It’s a precision game. 3. Relevancy → If it sounds like a sales pitch, it’s getting ignored. Campaigns fail when they're written for everyone, which means they resonate with no one: ✅ Prospect-first messaging ✅ Clear, no-fluff value proposition ✅ Customisation beyond first-name tokens If your email could be sent to anyone anywhere, it’s not relevant enough. The best part? When you get these 3 things right, cold email isn’t just effective... It’s becomes a lead-generating machine.

With CAC rising is EMAIL the? UK’s Most Underrated Acquisition Channel? In the UK, email is often underestimated in terms of customer acquisition. Meanwhile, in the U.S., it's a top-performing channel, with 81% of businesses using for acquisition (v. 80% for retention), with an average ROI of $36 for every $1 spent (DMA) you can understand why. So why the disconnect in the UK? A big part of it comes down to GDPR & perceived limitations around high-quality data. But after sending billions of acquisition emails for some of the UK’s biggest brands, I can say with confidence: email works—when done right. Here are my top 10 tips for using email as a scalable acquisition tool & ensuring you qualify traffic: 1. 🚫 Don't buy or rent data to send emails yourself Sender reputation determines inbox placement. You could buy the best list, but if you haven't engaged with them before, you are unlikely to inbox. Only work with senders who mail their data. (nb. Delivery is everything to them, so they will ensure your offer drives engagement or they wouldn't send) 2. 🤝 Trust senders to know their audience Ask providers what’s historically performed well—designs, content, send times. Use their insight to maximise your campaign effectiveness. 3. 🧪 ROI rarely comes from a single send Create a structured testing programme. Experiment with subject lines, creative formats, audiences, timing. Think performance, not one-and-done. You wouldn't run a one hit wonder on meta - so don't do it on email. 4. 🔁 Use a multi-touchpoint approach Just like paid media or social, consumers need multiple exposures before they convert. Plan repeat sends to build familiarity and intent. 5. 🖼️ Tell your story, but make it scannable Email gives you space—use it! Combine visuals, GIFs, storytelling. But keep it easy to skim, with prominent CTAs. Guide the reader clearly. 6. 🙅♀️ Skip the “Hi [First Name]” In acquisition, personalisation by name isn’t effective. You haven’t earned a relationship yet—focus on value and relevance first. 7. ✨ Nail your above-the-fold content The top section drives most engagement. Make sure your primary USP shines here. Grab attention fast, and give users a reason to click. 8. 👁️ Think beyond opens—email is brand awareness Even unopened emails contribute. People read subject lines and from-names when deciding what to engage with. An email from “M&S – 50% Off Sale” makes an impact, even if it’s deleted. 9. 📊 Question low open rates Thanks to auto-image loading, open rates are often inflated. So if your open rates are low, it may point to real quality issues—look deeper. 10. 🚀 It can be a pure acquisition channel Email makes it easy to exclude existing customers. Clean deduplication ensures you're reaching only new potential buyers. Email isn’t just a retention tool—it’s a powerhouse for acquisition, brand visibility, and testing at scale. UK marketers who embrace its potential will unlock a competitive edge that many are still missing.

60% of businesses fail because they run out of cash, Not because they don’t have customers. Scaling isn’t just about growing your revenue; it’s about growing smartly. If your finances, pricing, or marketing aren’t set up for growth, you’re scaling stress not success. So how do you grow from £10k to £20k a month while keeping your sanity? Here’s the plan 👇 1. Get control of your cash flow Growth needs cash - it’s your business’s lifeline. Send invoices promptly and follow up on late payers. Forecast monthly to avoid shortfalls and plan for growth confidently. 2. Raise your prices without losing clients Most businesses undercharge, which limits profit and growth potential. Gradually increase prices for existing clients if justified. Offer packages or retainers for more predictable monthly revenue. 3. Double down on marketing that works Not all marketing gives the same return. Focus on channels bringing the best results → referrals, social media, email. Measure ROI on every pound spent to grow efficiently. 4. Keep your fixed costs lean Growth doesn’t mean overspending. Negotiate contracts for better terms and cancel unused subscriptions. Regularly review expenses to free up cash for what matters. 5. Invest in capacity to support growth Build for the business you want. Outsource admin or repetitive tasks to save time. Invest in scalable systems, like automation tools or better software. Scaling isn’t about working harder. It’s about working smarter. Focus on cash flow, pricing, and sustainable systems, and you’ll double your revenue without doubling your stress. What’s your biggest challenge when it comes to scaling?

How do you really know which platform is best for #b2becommerce? Even if someone hands you a shortlist of the “top” platforms, how do you actually evaluate them and determine which one fits your needs? The truth? You need an objective approach. The goal isn’t just picking a platform, it’s finding the one that: ✅ Delivers a great customer experience ✅ Plays best with business operations ✅ Minimizes long-term implementation and maintenance costs Here’s how to get there: 1️⃣ Discovery Strategic and tactical input from every key internal and external stakeholder- including customers. 2️⃣ Create user stories and requirements Who’s using the platform, and what do they need it to do (in granular detail)? 3️⃣ Score the platforms Prioritize based on documented requirements - not a vendor’s checklist. 4️⃣ Roll everything into a simple scoring structure. The process should be transparent, shareable, and decision-ready for leadership. B2B e-commerce isn’t just a tech decision, it’s an organizational commitment. Your scoring methodology needs to be clear, data-driven, and free from guesswork. We’ve been working on something that does just that. It removes the subjectivity from platform selection, helps identify the right platform based on your priorities, backed by objective data. No bias. No uncertainty. Just the right choice for your distribution or manufacturing business. What’s your company’s process for evaluating technology? #PlatformSelection #B2B #Ecommerce #DigitalTransformation #B2BPlatforms

IAM Solutions 1. How do you design an IAM system? Answer: To design an IAM system: Requirement Gathering – Identify business needs, compliance requirements, and security policies. User Lifecycle Management – Define how users are created, managed, and deleted. Access Control Model – Implement Role-Based Access Control (RBAC) or Attribute-Based Access Control (ABAC). Authentication & Authorization – Use MFA, SSO, and Just-In-Time (JIT) access. Logging & Monitoring – Enable auditing and SIEM tools like Splunk, Azure Monitor, or ELK Stack Compliance & Governance – Ensure alignment with regulations like GDPR, ISO 27001, and SOX 2 What are the key components of an IAM framework? Answer: Identity Lifecycle Management – Managing user provisioning, updates, and deprovisioning. Authentication – Verifying user identity using passwords, biometrics, MFA, SSO Authorization – Defining permissions using RBAC, ABAC, or PBAC (Policy-Based Access Control) Access Governance – Reviewing access rights periodically for compliance. Privileged Access Management (PAM) – Managing admin accounts via tools like CyberArk. Auditing & Monitoring – Logging IAM activities for security and compliance. 3. Explain the concept of Just-In-Time (JIT) access. Answer: JIT access grants temporary, time-bound permissions to users instead of permanent admin privileges. This reduces security risks. Example In Azure AD Privileged Identity Management (PIM), a user requests elevated access for a limited time. Benefits ✅ Reduces attack surface ✅ Minimizes insider threats ✅ Ensures compliance 4. How do you identify IAM risks in an organization? Answer Review Access Controls – Identify overprivileged users. Check Authentication Mechanisms – Ensure MFA and secure password policies. Analyze Log Data – Detect suspicious login attempts using SIEM tools. Conduct Penetration Testing – Simulate attacks on IAM systems. Ensure Compliance – Verify adherence to GDPR, SOX, and ISO 27001. 5. What steps do you take to mitigate IAM vulnerabilities? Answer ✅ Implement MFA – Reduce risk of password-based attacks. ✅ Use Least Privilege Access – Grant minimal required permissions. ✅ Enforce Role-Based Access Control (RBAC) – Prevent excessive permissions. ✅ Monitor & Audit – Use Azure Sentinel, Splunk, or ELK Stack for alerts. ✅ Enable SSO (Single Sign-On) – Reduce password fatigue. ✅ Periodic Access Reviews – Remove inactive or unnecessary accounts. 6. What IAM controls would you implement for audit and compliance? Answer Access logs & monitoring – Track all authentication and authorization events. Privileged access controls – Use CyberArk or Azure PIM. Role-based permissions – Enforce RBAC or ABAC. Periodic reviews – Audit user permissions regularly. 7. How do you troubleshoot IAM authentication failures? Answer ✅ Check event logs in SIEM (Splunk, Azure Monitor). ✅ Verify MFA settings and network access. ✅ Confirm directory sync (if using Azure AD Connect). ✅ Ensure correct role assignments in IAM system.

🚛 End-to-End Warehouse Process: From Receiving to Dispatch A warehouse is the backbone of any supply chain. To run it successfully, every step must be well-organized and accurate. Here’s the complete process flow: 🔹 1. Receiving (Inbound) Goods arrive from suppliers → Checked for quantity, quality, and damages → Goods Receipt Note (GRN) created → Barcoding and labeling done. 🔹 2. Put-away Items stored in the right location (racks, shelves, bins, cold storage) → FIFO/FEFO system followed → Location updated in the system. 🔹 3. Storage & Inventory Management Proper slotting of fast/slow-moving items → Cycle counting & stock audits → Safety checks → Expired/damaged stock isolated. 🔹 4. Order Processing (Outbound) Customer order received → Picking list generated → Picking strategies applied (zone, batch, FIFO/FEFO). 🔹 5. Picking & Packing Items picked from shelves → Quality check → Safe packaging with labels, barcodes, and shipping tags. 🔹 6. Dispatch / Shipping Packed goods loaded in trucks/couriers → Delivery challan/invoice attached → System updated as "Dispatched". 🔹 7. Returns (Reverse Logistics) Returned items inspected → Usable stock goes back to inventory → Non-usable items scrapped or claimed. 🔹 8. Reports & Documentation Daily inbound/outbound reports → Inventory balance → Safety & compliance reports → Cost & productivity analysis. 📊 In short: Receiving → Put-away → Storage → Order Processing → Picking → Packing → Dispatch → Returns → Reporting. A well-managed warehouse ensures efficiency, accuracy, and customer satisfaction. ✅ ✅ A warehouse that follows this process is not just efficient — it becomes the heartbeat of the supply chain, driving business success. --- #WarehouseManagement #SupplyChain #Logistics #InventoryControl #WarehouseOperations #Efficiency #Inbound #Outbound #Dispatch #ReverseLogistics

AI-Driven Email Strategies to Level Up Your Outreach 1. Micro-Segmentation for Ultra-Targeted Outreach Use AI to create hyper-specific audience segments based on detailed behaviors. → Tailor campaigns for groups like "early adopters" or "repeat referrers." → Send timely messages based on actions like multiple clicks on a pricing page. 2. Real-Time Audience Mood Detection AI analyzes sentiment, allowing you to adjust tone and timing based on audience mood. → Adjust email tone—enthusiastic for engaged users, reassuring for hesitant ones. → Optimize send times based on emotional data. 3. Proactive Customer Retention Strategies AI predicts churn and triggers personalized win-back emails for at-risk customers. → Set up automated campaigns to re-engage disengaged users. → Create retention paths based on individual user behavior. 4. Enhanced Accessibility for Inclusive Marketing AI ensures email content is accessible, catering to visually impaired readers. → Auto-generate alt text and optimize emails for screen readers. 5. Intent Prediction for Pre-Sales Nurturing AI predicts user intent, delivering nurturing content at the right time. → Tailor content—case studies for researchers, trials for near-conversions. → Map engagement history to predict future content needs. 6. Zero-Party Data Collection through AI-Enhanced Surveys AI-powered surveys help collect valuable zero-party data, improving personalization. → Customize survey prompts based on user behavior. → Ask context-relevant questions to encourage thoughtful responses. 7. Automated Compliance Management AI ensures your campaigns stay compliant with GDPR, CAN-SPAM, and other regulations. → Track consent preferences and manage opt-outs automatically. → Get alerts for potential compliance issues. 8. Real-Time Personalization within Email Content AI enables live content updates within emails, making them more relevant. → Update product recommendations based on user actions. → Use weather or location-based triggers to make emails timely. 9. Hyper-Responsive Customer Feedback Integration AI integrates real-time feedback into your outreach strategy. → Adjust campaigns instantly based on recipient responses. → Retarget users based on their feedback to address needs directly. 10. AI-Driven Journey Builder for Hyper-Personalized Sequences Use AI to craft adaptive email journeys that respond to user actions. → Personalize paths based on prior interactions. → Re-engage users who drop off with targeted follow-ups. Want to supercharge your email outreach? AI makes it possible! #AI #EmailMarketing #SalesAutomation #Personalization #CustomerEngagement

Building Blocks for Scalable System Design Building systems that work at scale? These four building blocks matter: Scalability: Systems keep working as they grow. Add more power to servers (vertical scaling), run more copies (horizontal scaling), or break into smaller services (microservices). Availability: Keep systems running when needed. Load balancers spread work, replicas maintain data copies, and failover systems kick in if something breaks. Reliability: Deliver consistent results. Track everything with monitoring tools, handle errors gracefully between services, and catch bugs early with automated tests. Performance: Stay fast even during peak times. Database indexing finds data quickly, caching serves frequent requests faster, and background workers handle heavy tasks.