For eCommerce businesses, eMails are still one of the primary methods of consumer engagement. Emails generate leads, pull in potential customers, create customer satisfaction pre and post-sale and create a buffer for potential customer loss.

Today, there are far too many eCommerce businesses who are ignoring eMail campaigns in favor of aggressive social media strategies. We get it: social media is engaging. It’s modern, it’s sleek, but don’t let that drive to engage millennials cloud your overall sales strategy.

After all, people are twice as likely to sign up for an eMail list than they are to interact with a business on Facebook. Email has higher conversion rates than search and social media combined, and to this day, email has a $44 return for every $1 spent. At the outset, here are a few key things that every successful eMail campaign should include:

• Segmentation: Not everyone should be receiving the same eMail. This is hyper-critical, both in terms of pushing users through the sales funnel as well as generating happy customers. Poorly segmented eMails can sour customers and drive them away.
• Automation: Merchants cannot run a successful eMail campaign using manual eMails— it just doesn’t work. Automation services vary, but at the very least businesses need something that can send eMails out rapidly, target specific groups, and segment eMails based on dynamic data.
• Free ebooks and courses are still a hot commodity; they draw users in and provide value.
• Always make eMails personal and targeted.
• Finally, make sure to send eMails from the merchant’s eMail address, not a generic marketing eMail address.

Now let’s analyze some of the best eMail campaigns, run some numbers, and discuss how merchants can benefit from eMail as a sales and brand-building tool.

The Welcome eMail

Welcome eMails aren’t just important brand-building, they are powerful sales tools. In fact, welcome eMails lead to 320% more sales than any other eMail type.

Some great examples have popped up in recent years and three overall successful trends have emerged: urgency, personalization, and humor.

When signing up for an eMail list, consumers expect personalization. Usually, this is done through dynamic content using the other information gathered during the eMail list sign-up. If an email list only collects eMail addresses, we would recommend using the welcoming eMail as a way to generate more data (as in, ask for more information).

Here are some general rules to follow when it comes to crafting a welcome eMail:

• Only use one call-to-action
• Link to social media at the bottom
• Always use a kind welcoming tone, not an aggressive or overly assertive tone
• Remember to personalize the eMail. Try to go beyond “Welcome [Insert Name]!”
• Send the eMail immediately
• Feel free to use an emoji or GIF (Since 2015 the number of emojis in marketing emails has increased by 775%, while over 10% of current marketing emails use GIFs)

Abandoned Cart

Over $4 trillion (yes trillion!) worth of merchandise will be abandoned this year. But don’t fret yet, Business Insider estimates that marketers could save as much as 63% of this loss through positive marketing campaigns. In fact, eMails sent only 3 or 4 hours after a customer abandons a cart see a massive 40% click-through rate.

In other words, abandoned cart eMails are a great way to increase profits. Not just a small amount of gain either, we are talking about potential millions for small to medium-sized businesses.

Let’s go over the sequence that produces results when it comes to abandoned cart eMail campaigns.

• First, remind the customer they left without completing their purchase. Consider providing an incentive such as free shipping to get them back to your site. That being said, be careful not to train the customer to always expect an incentive. You’ll teach them that it is smart to always abandon the cart.
• Second, if the customer has still not purchased the item, send an eMail asking why. Ask them to reply to the eMail. After all, data is knowledge and knowledge is power. The more data you have, the more successful your future marketing campaigns will be.
• Third, consider a discount eMail. There are positives and negatives to this campaign. It could lead to a potential sale, but it could also lead to system abuse if it’s fully automated and universal. This is a tricky one. Discounts can work successfully but they can also fail miserably and can diminish the value of a merchant’s brand. Consider the buyer’s persona and your product before deciding to send discount eMails on abandoned carts.

The Story Series

Story series eMails are eMails that build upon and humanize the merchant’s brand. It’s unfortunate that although eMail is such a powerful marketing tool, only 7% of eMail marketers consider it part of their brand-building strategy.

For customers, it can be a nice change of pace to receive eMails that aren’t just marketing related. The eMail story series is precisely what it sounds like. It’s a series of eMails that introduces the user to the story of your brand.

There isn’t a “trick” to this one. The entire eMail series is dependent upon your story. The tone needs to reflect your identity, purpose, and company ethos.

The key to creating engaging story eMails is to leave the reader craving more. End on a cliff-hanger. Make them want to read the next eMail in the series.

Recognize the Power Behind an eMail

Email is a powerful tool that every eCommerce business should be using. In order to engage users and push them down your funnel, you must be using it wisely.

If you have any questions relating to eMail strategies in eCommerce or you would like to see how our eMail campaigns, SEO strategies, and eCommerce solutions can help you craft your perfect marketing strategy, contact us.

One way to improve the performance of a PPC campaign is to create intriguing Adwords copy that motivates searchers to learn more. Below we discuss five useful tips for creating better, more clickable copy.

1. Add Value

Don’t just focus on keywords. Speak to the user’s objective or pain point. Offer an answer to their search.

For example, consider an ad for lice treatment. Which one of the following speaks to the user? “Dealing With Lice?” or “Five Steps to Get Rid of Lice for Good.” The first one simply repeats what the user already knows while the second offers an actionable solution to their problem. Remember to always ask this question upon completing copy: “Does this ad offer an answer to their question or does it just restate the problem without adding value?”

2. Use Space Wisely

Think strategically about how to use the space provided in the headline, ad copy, and display URL. Be sure to appeal to the searcher’s emotions and make it is clear that clicking on the ad will answer whatever question they’re asking. Put the most important information in the headlines and remember that ads display differently on mobile vs. desktop— preview ads on both device types to ensure the headliners read as desired on both views.

Nearly 60 percent of all searches are made via mobile devices. Merchant ads must clearly speak to the user whether he or she is on their desktop, smartphone or tablet. Previously, advertisers could create specific mobile ads for mobile searchers. However, the new expanded text ads have no device preference. That means the same message is displayed across all types of devices. Advertisers must ensure their ads and call-to-action promos make sense and function properly regardless of the device.

3. Use Keywords in the URL

Google Adwords allows up to two 15-character path fields to their display URL. Include keywords in the display URL field that portray confidence the landing page will answer their question. This technique reassures the user that clicking through will get them exactly where they want to be. For example, let’s go back to the lice product illustration. In that case, the merchant might include a URL like “how-to/remove-lice” to reinforce the product promise. Additionally, include the same keywords in the actual landing page URL and page title to improve the quality score of the ad. The landing page experience needs to coincide with the ad copy, otherwise quality scores will suffer and the ad will be ineffective.

4. Use Dynamic Copy

One of the most powerful components of search ads is the ability to easily change them. Adwords is not a “set it and forget it” type of advertising tactic, so use the ad copy to create urgency, build social proof, or advertise best prices. For example:

• Create urgency: “Only 2 shirts left at this price. Order now before they are gone.”
• Build social proof: “9 out of 10 buyers gave these shoes 5 stars. Find out why.”
• Advertise prices: “Regularly $120. Now only $59.99. Sales end at midnight.”

5. Test and Monitor

Each time an ad is changed, test it out to see what’s working. Set specific goals, such as improving sales conversions or simply the click-through rate. Test and track each part of the ad’s anatomy including the headline, display URL, and description. Test one change at a time to determine what is having the most impact. The Google Adwords dashboard makes this easy by tracking clicks, impressions, cost per click (CPC), conversions, cost per conversion and user engagement.

Learn more about maximizing Google Adwords by talking to the experts at InteractOne. Contact us before getting started on your next campaign.

As consumers spend more and more of their time making purchasing decisions online, business owners are more focused than ever on strengthening their marketing strategy to increase their sales. Naturally, much of the emphasis is on digital marketing efforts to drive qualified visitors directly to their sites.

Although the world wide web presents a massive opportunity for eCommerce growth, offline strategies shouldn’t be factored out of the equation just yet. Learning to market to all people, even those without an extensive internet presence, allows businesses to maximize marketing efforts.

With that said, below are some offline marketing tips that inspire online sales.

Text Messaging Campaigns

While not as old school as billboards or print ads, text messaging campaigns have become extremely important for eCommerce merchants. With the number of mobile phone users expected to surpass five billion in 2019, and with Gen X’ers, Gen Y’ers and Millennials being quite comfortable texting as a mainstream communications tool, it makes sense that text messaging has become an effective way to connect with customers.

Texting campaigns allow business owners to create fully customizable calls-to-action in their campaigns and advertise to customers on-the-go. Merchants can highlight a new product or service, introduce new deals, or remind customers that a sale is about to end. This makes it easier for business owners to stay in front of their customers as they can keep them updated on their business and promote more sales online.

Pop-up Shops

It can be difficult for eCommerce businesses to generate online sales simply because potential customers don’t know you exist. These temporary stores are the perfect opportunity for eCommerce businesses to gain traction and increase visibility. Not only do merchants gain exposure, but they are able to connect with loyal customers and form new relationships face-to-face as well. 

Printed Coupons

Providing customers with coupons is another effective strategy to generate sales online simply because consumers are almost always looking for a deal.

Additionally, people feel more urged to purchase a product or service when they know deals are only available for a limited time. Sending customers coupons creates a deadline for which they must purchase by which in turn inspires sales. Merchants can send customers coupons in the mail or via text to encourage customers to purchase from their eCommerce business.

Sticker Marketing

Gone are the days where sticker marketing solely meant long, rectangular bumper stickers. Now, promotional stickers encompass all shapes and sizes for all different surfaces: water bottles, phones, laptops, and many more.

This low-cost, offline tool allows merchants to brand their company and amplify word-of-mouth marketing to drive sales. Recent studies even show that 90% of people trust word-of-mouth recommendations from people they know.

Consider including a sticker or two in each package- they will be considered “a free gift” that engage recipients while also promoting your business. Plus, they are cute and collectible. Take a look at ours:

Branded Merchandise

Merchants should always strive to increase the visibility of their brand. In order to generate online sales, business owners need to stay on the mind of their customers and branded merchandise is certainly a great way to do this. Business merchandise can include items such as shirts, pens, and sticky notes, but can also to more innovative items that may be connected to the brand.

Workshops

Workshops are similar to hosting a pop-up shop in that eCommerce business owners can attract more people to their business. Additionally, workshops create the perfect opportunity to offer knowledge and practical experience. Merchants can use their office or rent a space to educate people on what their eCommerce business offers.

For instance, if a merchant sells skin care products, they can educate individuals on the importance of maintaining a good skincare routine. This may spark the interest of potential customers and lead to more online sales.

Promote Your eCommerce Business to Everyone

There are still customers out there that are not as tech-savvy as some might expect. Don’t forget about them- use some of these low-cost offline marketing tips to entice new customers and bring about enhanced brand awareness.  

InteractOne helps merchants build, maintain, and market their business for a better eCommerce experience. If merchants would like to know more about how to generate online sales via offline strategies or need additional marketing assistance, please contact us here.

It’s no secret that eCommerce merchants spend a lot of time (and money) on generating new leads and nurturing them through the buyer’s journey. Of course, that’s important—after all, those new leads fuel business—but getting and converting new leads is only part of the battle. It’s also imperative that merchants effectively market to existing customers because as studies have pointed out, that’s where the real revenue comes from. Consider these metrics from Business Insider:

• In 2015, returning eCommerce customers made up half of all sessions, but they spent almost twice as much as new customers (about $2.7 billion)
• Returning customers are about twice as likely to add items to their cart (14.8% and 7.6%, respectively)
• The bounce rate (the percentage of visitors who leave a site after viewing just 1 page) is substantially higher for new customers, almost 35% vs. less than 25%)
• Returning customers also have higher conversion rates on average: 4.5% vs. 2.4% for new customers

Returning Customers Are Special—Treat Them That Way

If someone does you a favor, it’s always a good idea to thank them—after all, you might want their help again in the future.  When someone makes a purchase on an eCommerce site, they’re doing that merchant a favor in a way (by adding to their bottom line). So, did they receive a thank you?

There are many ways to show existing customers gratitude for their patronage. Of course, every business is different, and it’s important for each merchant to research what their customers value most. That being said, the following are 6 of the best ways to show returning customers they are valued—and to generate repeat purchases:

Offer Discounts on Subsequent Purchases

Every time a customer purchases something from Schwan’s (an online grocer), they get a certain number of points which they can redeem in savings off their next purchase. Schwan’s will also send occasional emails to remind every customer how much those points are worth— and urge them to return to their site to take advantage of the savings. In addition to loyalty points, discounts are a great way to thank repeat customers. Offering a percentage off the next purchase or other amenities like free or reduced charges for shipping are discounts customers will appreciate.

Send Targeted Emails Suggesting Appropriate Products

Contrary to popular belief, consumers like promotional emails—especially when they come from companies they trust and whom they’ve given permission to email them. In fact, email marketing is a great way to boost revenue. When customers receive a promotional email suggesting products they need, they feel like the company remembers them. It’s as simple as reminding a customer they are due to reorder a certain item or suggesting products related to the one they just bought (for example, people who buy a battery-powered device might need batteries).

Leverage Offline Strategies (Like Direct Mail)

As powerful as email marketing is, some consumers prefer to get information from companies in other ways. For example, a recent study by Epsilon found that almost 75% of consumers like getting direct mail more than any other communications channel. Be sure to follow best practices for direct mail design (like keeping text to a minimum and restricting a communication to a single message).

Don’t Forget to Say “Thank You”

This one is a no-brainer. People like it when their favorite companies tell them, directly and plainly, that they’re grateful for the purchases they’ve made. Emails or personally-signed cards are both great options. Either way, repeat customers will appreciate that a company took the time to say “thanks.”

Ask Customers for Feedback

Even if an eCommerce site is well-designed, there are bound to be occasional mistakes. Don’t wait until repeat customers register a complaint—send them an email which links to a page where they can state what they thought of their shopping experience. That way, customers can voice their opinion while also ensuring the continual improvement of an eCommerce site and its customer service.

Focus on Abandoned Shopping Carts

According to Baymard, almost 70% of all shopping carts are abandoned before a purchase is made—that’s a lot of lost revenue for businesses. There are many reasons for cart abandonment, from unexpected costs (usually those for taxes and shipping) to lack of trust. A smart tactic for turning abandoned carts into sales is to send emails reminding customers they didn’t complete their purchase and offer special discounts (like free shipping) for extra motivation.

Communication is Key

You can’t expect eCommerce customers to keep coming back solely because of good products and good prices. Those things help of course, but it’s still necessary to communicate with repeat customers and make it clear that you value them and will do what it takes to make sure they are satisfied.

Fortunately, there are companies that have the expertise to effectively target existing customers. To learn more about the ways our email and social media marketing services can help you drive sales and grow your eCommerce business, contact us today.