Online shopping has surely made it easy for people from across the globe to send gifts to their friends and family during the special upcoming occasions that include Thanksgiving, Christmas, and New Year. With so many options available online, how can you assure consumers visit your eCommerce store for making purchases this holiday season? Retaining existing customers can be an easy way to attract holiday sales for your eCommerce store, rather than targeting new ones. You may have come across this in a number of reports based on customer acquisition; however, thinking practically targeting your customers with seasonal deal and offers may not make them think twice about taking actions, unlike new shoppers who have never made a purchase from your eCommerce store. Importance of targeting promotional offers to your existing customers during Holiday season I’m sure sellers from across the globe have already started being loud about their products and holiday offers to attract more and more shoppers towards their eCommerce stores. However, targeting your existing customers with special benefits can increase the chances of potential purchases rather than offering the same content for your new as well as existing customers. Holiday promotional examples from leading eCommerce brand Zappos TopShop Sephora Nordstrom Gap Email marketing an old but effective method of promotion for Holiday Season, let me tell you why?
The increase in a number of spam emails may stop many sellers from the idea of running email promotional campaigns and mostly may depend on click-through advertising which can be expensive as actions will depend on the popularity of your eCommerce brand. Email marketing can an ideal option for seasonal promotions as it will allow sellers to target their customers with personalized products and offers to encourage them take actions on-the-go. Apart from helping you target each of your customer’s individually, email marketing campaigns can boost sales opportunities from customers who have already shown interest in your eCommerce brand. What can be those tips and tricks to perform effective seasonal email marketing campaigns for your eCommerce brand? Holiday season is one the best days of the year to send emails, that will not give you a chance to improve relationship with your existing customers but also, encourage them with personalized content and deals and make easy purchase/gifting decisions during the upcoming holiday season 2016. Tip 1- Create a buzz about the upcoming holiday season Holiday shoppers will look up for brands that allow them to make informed purchase decisions, therefore, having an ability to make your customers access information about the trending gifts and products offers throughout the Holiday season may save them time and make purchases on-the-go. What you can do? Targeting your customers with a Holiday welcome email can make them feel you care for their purchases during those auspicious days of the year; however, infusing a signup form for your brand newsletters can help them gain access to your valuable products and deals to fulfil their holiday shopping need throughout the season. Tip 2- Be loud about the special benefits Allowing easy access to your products can help you attract customers, however, offering seasonal discounts can encourage your existing customers to take actions on-the-go. What you can do? Integrating promotional discount codes or coupons in your email marketing campaigns can ensure your potential customers will make purchases from your brand to make more purchases for less money. Showcasing the benefits of saving money, can encourage your existing customers to increase order value each time they’ll shop from your eCommerce brand during the holiday season Tip 3- Allow them to make quick purchase decisions With multiple options available online, holiday shoppers won’t like to confuse themselves while making purchases or sending gifts for friends and family during those special occasions. Allowing them quick access to products of their choice can help them stick with your eCommerce throughout the season. What you can do? Considering your offerings, sharing information about products that can be good gifts will help you trigger your customer’s purchase decision on-the-go. For example, send emails with multiple gifting product options will narrow down your customer’s search for making their holiday purchases. Tip 4- Offer a value Mostly all eCommerce brands will have their own unique holiday marketing strategies, however, giving a value to your loyal customers will stop them looking up for other brand’s deals during the season. What you can do? Understanding your customer’s purchase behaviour and giving away freebies as per their preferences can automatically make them feel worth of making purchases from your brand, as well as, save their time in finding the best holiday deals online. Tip 5- Create urgency Lastly, you would not like to perform the same email marketing strategy throughout the season. Therefore, ensuring urgency in your holiday offers can allow you perform multiple promotional strategies and make the best out of the season. What you can do? Whether you consider the overall holiday season, or, each promotional campaign you perform, showcasing urgency/a time limit in each email your send to your customers can make them take instant actions in fear to lose the special deals by delaying their purchase decisions. Closing advice If you can’t invest heavily, try email marketing this holiday season! Adopting email marketing automation, you can save time and effort while sending the best promotional emails to woo your customers this holiday season. Best of luck and season’s greetings :)
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Email marketing has been around since quite a while now, and being one of the most cost-effective method- almost every eCommerce business owners have adopted it in their promotional campaigns. There can be many reasons to send an email to your customers, however does your campaign really churn better sales for your eCommerce business? Running an email marketing campaign is easy to start, however performing the correct ones, is crucial for experiencing excellent results. So, how can you ensure you are performing the best of best email marketing campaigns for your eCommerce business? Confused! Below in this article we will highlight five must-have email marketing campaigns that every eCommerce company should abide: 1. Behavioral email campaign Running an email marketing campaign and offering the same content to all your customers will make it look alike an automated one. Bringing a life to those emails by tracking your customer’s website behavior and offering relevant content, will encourage them to engage with your brand. Also, you will automatically increase the chances of sales for your eCommerce business. Trick: Alert abandoners According to a latest research by Smart Insights, on average 84% of people who visit a site abandon their purchase before checkout, costing retailers billions in lost sales. Therefore, tracking abandoners browsing behavior and targeting them with email content that they would like, you’ll not only remind them about their incomplete purchases but also make them feel that you are concerned about them leaving your site. Great example from a leading brand 2. Personalization email campaign Gone are those when standard email content would get your customers click-through your website link. Today, modern customers expect a little more than simple way of promotions i.e. personalization. And, to make your customer’s stick with your brand, you need to offer content that has emotions. Trick: Loyalty rewards Sending personalized emails as per customer’s liking and with frequent loyalty rewards, will help you build stronger relationship every time you do it, encouraging them to stick with your brand for long. Great example from a leading brand 3. Customer service email campaign It important to offer your customers with the services they would like. You can always expect a modern customers to stay on your eCommerce site for long, if it offers a unique browsing experience. So, how can you make the most out of e-commerce website? Trick: Encourage feedback Adopting a customer service email marketing campaigns and sending an easy-to-access feedback links will give you a chance to know their ever-changing demands. This will make it easy to optimize content and offer an excellent shopping experience to every customer who visits your eCommerce store. 4. Lead generating email campaign It is always important for any eCommerce business to encourage existing customers for making repeat purchases in order to make them stick with to the brand. So, what can the most effective way to make the most out your lead nurturing email campaign? Trick: Up sell When a customer places an order from your eCommerce store, send them an email a few days later with items relevant to their previous purchase behavior. This method also known as up sell, will increase the chances of sales orders from your existing customers. Great example from a leading brand 5. Re-targeting email campaign You’ll have many customer who has made purchases earlier, however it been a long time they haven’t returned to your eCommerce store. Targeting such customers becomes equally important as they have already given you business. Re-targeting such customers can help you bring back those customers who were loyal in the past. Trick: Hard-to-deny purchase offers for dormant customers To encourage dormant customers, re-target them with email offering special discounts. And, to make even more potential, include an urgency to ensure they take actions before a specific date in order to avail such one-in-a lifetime benefit. Great example from a leading brand In Closing
Adopt the above 5 types of email marketing campaigns and tricks to use them, so that you engage your customers, encourage repeat business, and most importantly, to get your customer happy interacting with your brand and listening to what you have to say. Apart from tracking your customer’s website browsing behavior, having real-time stock scenarios will help you even more confidently send out promotional e-mailers to your customers. An inventory management system in place, will help you sync all your stock (across multiple channels) in one centralized place, allowing you an easy access to your stock happenings from anywhere, anytime. Good luck! |
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