The final cookie countdown, Google’s new ‘Checkout Journey’ tool + making your brand more memorable

Hey everyone👋

It’s been quite the week! From a mystery pink pigeon baffling residents in Bury to everyone asking, “How often do you think about the Roman Empire?” – the news headlines have been well, amusing to say the least.

The marketing headlines however have been less strange, but interesting nonetheless.

Let’s start with the latest from Google👇

🛒 Google launches new tool that flags checkout issues on ecommerce websites
The ‘Checkout Journey’ report is a valuable new tool helping brands quickly identify and resolve issues to enhance the user-experience.

🤑 Google (quietly) increases ad prices
Google has admitted to raising the costs of ads by up to 10% to hit revenue targets, without informing advertisers. The news came to light during the second week of the US v. Google antitrust trial.

🍪The final cookie countdown is on
Next year, Google is going to start phasing out third-party cookies on Chrome. The move supports the ad industry’s shift toward more privacy-conscious targeting. Here’s a handy blog by the IAB with tips on how to prepare, a checklist of questions and a directory of cookieless tech products.

Social media

Sprout Social released its 2023 Breakthrough report, revealing what consumers care about and how to make your brand more memorable: 

🦜51% say simply providing a response is the most memorable action.

🚀76% expect brands to prioritise customer support, with 69% expecting a reply the same day. 

✍️70% want their interactions to be personalised and tailored to make them feel valued.

🌎1 in 4 consumers value brands speaking about social issues and causes. 

⚡68% follow brands to stay updated about products and services. 

Ecommerce

🛍️ Amazon backs away from seller fees
Amazon has officially halted plans to extract a 2% fee from Prime sellers who don’t use its in-house fulfilment services. 

📦7 ways to reduce shipping costs
With Black Friday and Christmas around the corner, our Brand and Ecommerce Manager, Scott Taylor, shares a few ways to cut your shipping costs.

💫Reckless and Dcypher shortlisted at UK Ecommerce Awards

The AI-powered website we built for the cosmetics brand Dcypher has been shortlisted for Best Beauty, Health and Wellbeing Website at the UK Ecommerce Awards!

Dcypher is the world’s first fully customisable foundation brand. It uses a revolutionary AI-powered ‘Skin Tone Analyser’, to create custom-blended foundations, concealers and coverage drops that perfectly match the customer’s skin shade. Read the full case study

That’s it for now! Remember though, this round-up is for you so if there are any particular marketing topics you want us to include, let us know. 👇


A bit about Reckless
We’re an eCommerce digital marketing agency with offices in Chester, Liverpool and Manchester. We help brands grow through custom websites, bespoke software development, paid media, SEO and online marketplaces. If you need a hand taking your eCommerce brand to the next level, get in touch.

Let’s talk


    We’re delighted to share that the AI-powered website we built cosmetics brand Dcypher has been shortlisted for Best Beauty, Health and Wellbeing Website at the UK Ecommerce Awards!

    Dcypher.me lets customers use its AI-powered skin tone analyser to easily create and buy personalised, custom-blended foundations, concealers and coverage drops that perfectly match their skin tone and complexion.

    Dcypher-cosmetics-website
    Dcypher-cosmetics-reckless-agency

    Read our case study to find out how the new and improved Dcypher.me works, as well as how the brand is harnessing AI technology to revolutionise the beauty industry.

    Roll on the UK Ecommerce Awards ceremony in November, we can’t wait!



    By Leanne Bates, Marketing Manager at Reckless
    04.09.23


    Preparing for peak, SEO tips + Google, TikTok and Amazon updates

    Hey everyone👋

    Well, Autumn’s landed which means Black Friday and Christmas will be here before we know it. How is this possible and where has 2023 gone?

    Anyway, let’s dive in with our Reckless round-up 👇

    💻 4 ways to prepare your website and mitigate issues during busy periods – Mike Griffiths, Managing Director, Reckless
    Mike provides valuable tech tips, including topics like Cloudflare, ERPs, Query Profile Usage and Error Trackers, to ensure your website is well-prepared to handle increased traffic and customer demand.

    🔎3 long-term benefits of great ecommerce SEO – Abi Crosbie, SEO Manager, Reckless
    Abi explains when and why SEO is worth investing in. The key benefits? Save money 💰 Increase relevant traffic 📈 Improve website visibility 🌎

    💻Digital marketing updates from Google and Meta

    🔍Google’s testing a new ‘mentioned in’ feature to enhance search results
    The feature (👇) enables users to see other websites that mention the website by expanding the main search result. The aim is to add credibility and make search easier, but hasn’t been rolled out yet so watch this space. 👁️

    🌏Google provides more ads transparency to comply with EU rules
    Google is taking proactive measures to stop it being hit with a hefty fine from the EU’s Digital Services Act (DSA). And we mean hefty – up 6% of annual turnover🤑. Changes include expanding its Ads Transparency Centre so you can access much more detailed data and insights into ad campaigns to drive better performance.

    Google isn’t alone thoughThe DSA is clamping down on all platforms with over 45-million regional users. Hence similar announcements from Meta and TikTok which both recently announced the ability for users to ‘switch off’ AI-driven personalisation.

    📱MetaReckless round-up #2 introduces a new ‘branded content’ feature
    Meta has added a new feature to its Ads Library so you can track branded content ad campaigns. The tool enables you to search for brands and gain insights into their collab strategies, which you can then use to inform your own 🕵️

    🛍️Ecommerce and online marketplaces

    🛍️Shopify expands integration with TikTok 
    Shopify has expanded its integration with TikTok to bring ecommerce merchants benefits including access to its Events API, better ad delivery and measurement. 

    📲Amazon brings Sponsored Product ads to third-party apps and sites
    Pinterest, Buzzfeed and Mashable are among the websites that will start to show paid Amazon ads. Ad managers don’t need to do anything.  Amazon’s going to automatically show ads to interested customers based on their activity.

    🛍️Shopify and Amazon team up for ‘buy with prime’ app
    Shopify merchants have the option to integrate a new ‘Buy with Prime’ app into their website, providing customers with faster, free delivery. Amazon handles the payments, Shopify handles the processing!

    🥳A bit of news from Reckless HQ

    🚀Reckless expands into Liverpool to drive ambitious growth plans
    And finally, we’re now taking up co-working space in Avenue HQ on Liverpool’s Mann Island after welcoming four new team members! Big things are happening here at Reckless HQ and this is just the start. Read all about our expansion in this week’s Insider. ⚡

    l-r: Managing director Mike Griffiths and Callum Reckless outside Avenue HQ

    That’s it for now folks! Remember though, this round-up is for you. So, if there are any particular areas you want us to include, or if you have any burning digital questions you’d like to ask us, get in touch: [email protected]. 🚀

    A bit about Reckless
    We’re an eCommerce digital marketing agency with offices in Chester, Liverpool and Manchester. We help brands grow through custom websites, bespoke software development, paid media, SEO and online marketplaces. If you need a hand taking your eCommerce brand to the next level, get in touch 👇

    Let’s talk



      Reckless expands into Liverpool office to drive ambitious growth plans

      We’ve taken up co-working space in Avenue HQ on Mann Island after welcoming Sarah Trowler-Wren as Client Account and Project Manager, Nicole Milligan as Senior Digital Account Manager, Engjell Pireva as Software Developer and Leanne Bates as Marketing Manager. 

      Founded in 2007, Reckless has a broad and long-standing client base including property developer Castle Green Homes, independent craft beer brewery Polly’s Brew Co and global toy retailer Keycraft

      Mike Griffiths, Managing Director at Reckless said: “Choosing Liverpool was a no-brainer because there’s so much potential, talent and innovation here. Avenue HQ is a brilliant location right on the waterfront, and we can’t wait to build new partnerships across Liverpool’s creative and digital scene. Plus, I studied at Liverpool John Moores University in 2007 so coming back means the world to me.”

      Reckless now employs a team of over 30, specialising in digital marketing, bespoke websites and software development for B2B and B2C eCommerce brands.

      Founder, Callum Reckless added: “Reckless is home to an incredibly talented team who are the reason we’ve been able to scale over the years. We can’t wait to see what Liverpool brings and this is just the start, we have some very exciting plans in the pipeline to push on our offering and the support we can offer to our clients.”

      A bit about Reckless
      We’re an eCommerce digital marketing agency with offices in Chester, Liverpool and Manchester. We help brands grow through custom websites, bespoke software development, paid media, SEO and online marketplaces. If you need a hand taking your eCommerce brand to the next level, get in touch 👇

      Let’s talk


        By Leanne Bates, Marketing Manager at Reckless
        09.08.23


        GA4, Google Ads, Shopify + everything in between

        Hey there👋

        Team Reckless here. We’re kicking off these quick round-ups to give you the latest news and advice from the worlds of marketing and web development.

        So let’s get started with a few handy resources 👇

        📈 Webinar catch up: How to get the most out of GA4 
        Our Head of Marketing and Performance, Matt Tilling, shares the different ways to get the most out of analytics including quick fixes that have a big impact. We’ve also put together a handy guide with a GA4 measurement plan template and configuration tips. Grab yours here.

        No alt text provided for this image

        💰3 ways to increase your eCommerce sales 
        Spoiler – Get to know your customers and give them the personalised journey they’re here for!

        💻3 ways to enhance your website performance 
        Spoiler – Measure how your site’s doing and give it some real TLC. 

        🔎What does paid media really mean? 
        Our paid media superstar Martyna Karpinska explains the different types of paid media, along with examples and campaign management guidance to help you boost performance.

        The latest digital marketing updates

        (and surprise surprise, Google and Meta made some changes!)

        📊 Google Ads got rid of its ‘similar audiences’ (segments) feature 
        If you’ve been using this feature within your Google Ads campaign, it’ll automatically start using ‘optimised targeting’ or ‘audience expansion’ instead. You’ve still got access to historical reporting data though and Google’s new automation features will help you to leverage first-party data and optimise much better.

        📸Zefr’s AI-powered brand suitability verification is officially available for Instagram 
        This gives you more transparency over your ad campaigns by assessing the safety and suitability of posts in Instagram and Facebook feeds. It’ll also be available in four new languages – Arabic, Chinese, French and Portuguese to expand and reach diverse audiences globally. 

        🔍 New GA4 report
        Google’s released a new analytics report (because apparently there’s not enough on our GA4 plates?!) This is a good one though because it lets you identify your most engaged and profitable audiences so you can make better decisions that’ll improve conversions.

        🛍️New Shopify features 
        Over at Shopify, they’ve launched 100+ new features including its first-ever AI-commerce assistant SideKick. They’ve also launched a new Marketplace Connect app that makes it easier for merchants to sell on marketplaces like Amazon and eBay.

        💻Something for the developers…

        No alt text provided for this image

        The flagship Laracon Conference returned to the US last month, jam-packed with the latest Laravel updates and product releases:

        That’s it for now folks! Remember though, this round-up is for you. So, if there are any particular areas you want us to include, or if you have any burning digital questions you’d like to ask us, get in touch: [email protected].

        A bit about Reckless
        We’re an eCommerce digital marketing agency with offices in Chester, Liverpool and Manchester. We help brands grow through custom websites, bespoke software development, paid media, SEO and online marketplaces. If you need a hand taking your eCommerce brand to the next level, get in touch 👇

        Let’s talk

          Email marketing is a controversial subject here at Reckless

          . Some say it’s spam and has no place in a modern marketing strategy. Some say it’s incredibly powerful when you understand the relevance to your audience. And some say they LITERALLY could not operate their lives without it…

          Now, as a marketer, the toughest aspect of your job is deciding which channels are most effective at engaging your audience. It can be difficult finding the right mix of channels to focus your efforts, and the traditional channels like email or social are likely to get the main focus.

          However, in the last few years, a range of other channels are opening up, offering marketers new and innovative ways to engage their audience.

          Two of the most popular channels to open up are push notifications and in-app messaging. Built into the apps consumers download onto their smartphones, app messaging techniques provide marketers with the ability to reach their audience at the right time, with the right content, to engage him or her further.

          Does app messaging work?
          Does it offer a new way to engage consumers?
          Or is it a whole load of baloney used to force you into buying an app

          Well, that’s the question we set our research team last week. Asking them to analyse engagement rates across email, push notifications and in-app messaging, we wanted hard evidence as to which channel is the most effective at engaging your audience.

          Before we start, if you’re new to app messaging, here’s a bit of a primer (if you’re a mobile strategist know-it-all, feel free to skip this section and head straight to the research).

          What is a push notification?

          Similar to a text message, a push notification is a message that appears on a smartphone. Push notifications are sent from an app, and can only be received by people who have the app installed. Users must have the push notification enabled to receive notifications.

          They look like this:

          What is an in-app message?

          An in-app message is a type of pop up that’s only displayed while the user is actively using your app. They’re used to drive interaction and discovery within an app.

          They look like this:

          What is email marketing?

          Do we really need to do this…?

          OK.

          So, you have a list of emails, GDPR compliant, of course. Certainly not purchased lists – that’s CHEATING. Then, after a little segmentation. A sprinkling of database cleaning. And a whole load of strategy, you send an email.

          Now, email marketing is usually defined as “using emails to send ads, request business or solicit sales”. But we think that’s a little basic.

          So, we generally classify any email that attempts to build loyalty, trust or brand awareness as a piece of email marketing communication.

          Simple.

          They look like this:

          The Research Methodology

          Right then. How did our analysts put this study together?

          After a little negotiation, I managed to get the team to send over a methodology.

          Unfortunately… it consists of just six bullet points. So here it is, in all its mundane glory:

          So, what did we find?

          Open Rate

          Email Marketing

          With the typical consumer receiving 90 emails a day, I’m sure you won’t be gobsmacked to learn that less than 2% of the emails we analysed were opened. The industry with the highest open rate was Health & Beauty at 4.5%, while the lowest scoring industry was Motor with a 0.78% open rate.

          https://datawrapper.dwcdn.net/fs1No/2/

          Push Notification

          OK. Email performs quite poorly. How about push notifications? Well, our study showed that push notifications had a sizeable 20% open rate across all industries. The Travel industry performed surprisingly well with the highest open rate at 29%, while Fitness performed the worst at 12%.

          In-App Messaging

          Now, if you own, or you’re building an app, this is where you might start to get a little giddy. Our study found that in-app messaging had a startling 75% open rate. That’s over 45 times higher than email and nearly three times higher than push notifications. With all industries scoring highly, the outright winners in this section were Fashion and Travel scoring over 85%. At the other end of the table, Health and Beauty scored the lowest with a respectable 64% open rate.

          Click-Through Rate

          Email Marketing

          After a poor performance in our open rate analysis, could email win back at least a little honour in the click-through stakes? Well, as we are sure you’re not surprised to learn, our analysts found that email had the worst click-through rate across all channels. Scoring just over 1% across all the brands we analysed, the worst performing industry was Motor at 0.2%, while the best was the Travel industry scoring a 2% click-through rate.

          Push Notification

          In better news (if you’re building an app) push notifications scored a respectable click-through rate of 28% across all industries. Interestingly, the best-performing industry was Travel scoring a 44% click-through rate, which is nearly four times the click-through rate of the Fitness industry at 12%.

          In-App Messaging

          After a strong performance in the open rate category, in-app messaging didn’t quite score as highly in our click-through research. Across all brands, the average click-through rate was a reasonable 7%. The best-performing industry was, again, Travel with a 12% click-through rate. The worst performing industry was Fitness with a 5% click-through rate.

          Apps are winning…

          OK, so we’re not saying that you need to build an app, but if you’re looking for channels that allow you to engage your customers more effectively, then HEY, there’s an app for that.

          But seriously, our research showed that app messaging techniques are, by far, the best way to engage your audience.

          And why wouldn’t they be?

          Email is practically synonymous with the word spam. And you’ve got far less competition when delivering your message through an app than other channels.

          So, if you are interested in really engaging your audience, and you think an app could do the trick, get in touch with us, tell us your challenges and let’s find out if we can help.