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Posted 11 July 2019

9 Viral Ecommerce Marketing Tips To Break Through Your Competition

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 1

Going viral is one of the ways to achieve overnight success. Many brands want it and have tried creating viral marketing success, but so many are not getting it.

The chances are that even if your campaign is marketing gold, it doesn’t get any buzz.

Why? You haven’t gotten the right balance.

There are certain things that you need to know about viral marketing and getting it right.

This article explains how viral marketing works and the tips that can get you there.

What Is Viral Marketing?

Viral marketing is any technique that generates epic content that so many people share and spread as fast as a virus. When done right, it’s often cost-effective, builds trust, and can push online shops to huge success and ROI.

Now, let’s get the ball rolling with the viral marketing tips. One thing is sure, depending on how hard you work them, you’ll get the buzz you want. Not only are these tactics tested and proven, but they are also timeless.

1. Understand Your Audience To Reach Them Right

Online success starts with understanding your ecommerce business model and your audience. If you get the first and not the second, you will not make it on the long haul. You need to know why potential customers will want to share your content. It’s all about psychology. You should understand not only why they’ll want to share your content but also how they communicate.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 2

Beardbrand is one brand that understands their audience. They target urban men with beards.

From their blog, Facebook, Twitter, Instagram, and Youtube, their content has grit and is highly-targeted, showing that they know their audience.

Your starting point should be defining who your target market is. So, identify your people, the platforms they frequent, how they communicate, and what they like/can relate with.

2. Leverage Current/Societal Discussions

One way to rip through your competition with your content marketing is to use already existing group discussions to your advantage. Since people are already talking about it and you bring either a new, interesting, or strong perspective to the battleground, the already existing passionate audience will lick it up.

One example is this video on breast milk vs formula from TruTV.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 3

To date, it has over 6 million views, and that’s on Facebook alone. The reason for the buzz is the debate on breastfeeding and formula feeding. Every CNN article and mommy blog post on feeding turns into a heated argument because of strong attachment to beliefs on feeding babies.

3. Show A Real Issue With Humor

Some of the most shared content from ecommerce stores are funny images, GIFs, and videos. If you want to go viral, you can show the value of your product and infuse humor at the same time. When there’s humor, people not only share but also remember it. Many brands are getting a buzz from the funny route; one case is the legendary “Dumb ways to die” video.

Another is Dollar Shave Club that went viral in 2012 with a video that addresses the issue of purchasing expensive blades and refills. With the hilarious script they came up with, they generated over 25 million views on YouTube and in its first 48 hours brought in 12,000 subscribers.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 4

Be careful here though. People are sensitive; a wrong joke will call for the boycott of your store and your sales will plummet.

4. Invoke Strong Emotion

Connecting with emotion is a key recipe for viral marketing campaign success. People are most likely to share content that brings out a strong emotional feeling whether it made them cry, angry, or brighten their day. P & G’s “thank you mom” ads went viral as a result of the emotional connection.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 5

Athletes, celebrities, and most viewers shared it and noticed the brand even more due to the series.

5. Give An Incentive In Your Products And Product Pages

According to a survey, product pages are the most important pages in your ecommerce site design.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 6

Don’t forget them in your viral marketing. One of the best ways to use them is to engage visitors with a gift that is only accessible when they share your product on social media. Push it as a pop-up when they add a product to their cart or during the checkout process.

Alternatively, you can place the gift inside the product. For example, Diamond Candles cracked the code of knowing their customers. Despite selling candles at slightly higher prices than most of their competition, they used a unique value proposition to go viral leading to a $1 million revenue on that first year.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 7

Each candle came with a hidden ring valued from $10 to $5000. Knowing they could get a $5000 ring, people (women mostly) purchase more candles and spread the message to others with word-of-mouth and pictures on social media.

These above two ideas will not only reduce abandoned carts but also get customers to share your products and product pages.

6. Exploit Common Motivations And Social Currency

Making people look cool, knowledgeable, part of the social media curve, or (in general) boosting their ego, are all excellent strategies to put into your marketing plan.

LinkedIn did that in 2012. They sent messages to the email addresses of 20 million out of their 200 million users informing them that they either were among the top 1%, 5%, or 10% most-viewed profiles. The people who received those emails felt great, and shared the news online, bragging about themselves and pushing LinkedIn in the process.

Another example is Coca-Cola’s “Share a coke with” bottles. Having a bottle with your name printed on it felt great. People rushed to purchase; some even used it in pregnancy announcement videos. You don’t have to go so over the top. Think of a piece of information/product/service that your target audience might feel smart from having.

7. Take A Stand On A Controversial Topic

News flash – you can’t please everyone. Leave the fence and stop being neutral or ignoring some sensitive topics. Take a stand for something. Your marketing message will either make them hate you, love you, get angry at you, or show some other strong emotions. Nevertheless, you’ll gain something out of it. Just try to not to stand for something that’s clearly wrong, like racism or you’ll sink your online store with your own hands.

You can use video marketing, blog posts, ad copy, or other types of content marketing deliverable.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 8

Nike’s use of Colin Kaepernick in the wake of his protest was controversial. It hit people hard that #boycottnike and #justburnit trended on Twitter. In spite of that, Nike received over 31% increase in sales, stock prices, and $165 million-worth of media attention.

8. Create Content For Topics With Search Demand And Push

Your ecommerce marketing strategy is not complete without content, but going viral doesn’t only mean you use social networks. Your blog post can make people notice you and share you.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 9

When you not only create valuable content that they want to see but also promote it for search engines, you increase your chances. If your goal is just to be noticed, you can go the lazy route and share any content. But, if you’re thinking of long-term relevance; increase traffic, expand email marketing and sell your products, then:

  1. Find keywords with both search demand and buyer intent on Ahrefs
  2. Reach out to Influencers, bloggers and other high domain websites for product promotion and backlinks
  3. Guest post
  4. Publish content on your website

Your site design needs to make sharing and make reading easy. Place share buttons at the side or top of the content. Also, if your content is a bit long, use templates that allow users to identify each section through color-code or a table of content at the side or top of the post.

9. Use Customer Comments To Create Content And Think Of Continuity

Most people get excited when they are featured, or their ideas are used to create marketing material. When you make them feel that excitement, not only will they share your content but also others wanting to be a part of that will also push in what they have and call on more people thus, getting viral ecommerce success. Look at the series of Old Spice commercials.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 10

When the first video aired, the humor and the targeted audience connected them to viewers. While it was shared a lot, it was their response campaigns that turned the whole thing up. They responded to comments on the video using YouTube videos based on those comments making their audience love and share them even more.

Ready To Make Your Online Store Go Viral?

Did this post help you get your viral juice pumping? If yes, please share.

Now that you have what you need to break through your competition, do it. However, note that you can only really beat the competition by connecting better with customers. So, as you create content, always ask yourself “why will I or anyone want to share this.” if there’s no legit answer, scrap that out. A good answer should not only be about impressing them, but also creating a connection that leads to loyalty.

If you have any questions, don’t hesitate to reach out in the comment section.

READ MORE
Posted 10 July 2019

9 Viral Ecommerce Marketing Tips To Break Through Your Competition

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 11

Going viral is one of the ways to achieve overnight success. Many brands want it and have tried creating viral marketing success, but so many are not getting it.

The chances are that even if your campaign is marketing gold, it doesn’t get any buzz.

Why? You haven’t gotten the right balance.

There are certain things that you need to know about viral marketing and getting it right.

This article explains how viral marketing works and the tips that can get you there.

What Is Viral Marketing?

Viral marketing is any technique that generates epic content that so many people share and spread as fast as a virus. When done right, it’s often cost-effective, builds trust, and can push online shops to huge success and ROI.

Now, let’s get the ball rolling with the viral marketing tips. One thing is sure, depending on how hard you work them, you’ll get the buzz you want. Not only are these tactics tested and proven, but they are also timeless.

1. Understand Your Audience To Reach Them Right

Online success starts with understanding your ecommerce business model and your audience. If you get the first and not the second, you will not make it on the long haul. You need to know why potential customers will want to share your content. It’s all about psychology. You should understand not only why they’ll want to share your content but also how they communicate.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 12

Beardbrand is one brand that understands their audience. They target urban men with beards.

From their blog, Facebook, Twitter, Instagram, and Youtube, their content has grit and is highly-targeted, showing that they know their audience.

Your starting point should be defining who your target market is. So, identify your people, the platforms they frequent, how they communicate, and what they like/can relate with.

2. Leverage Current/Societal Discussions

One way to rip through your competition with your content marketing is to use already existing group discussions to your advantage. Since people are already talking about it and you bring either a new, interesting, or strong perspective to the battleground, the already existing passionate audience will lick it up.

One example is this video on breast milk vs formula from TruTV.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 13

To date, it has over 6 million views, and that’s on Facebook alone. The reason for the buzz is the debate on breastfeeding and formula feeding. Every CNN article and mommy blog post on feeding turns into a heated argument because of strong attachment to beliefs on feeding babies.

3. Show A Real Issue With Humor

Some of the most shared content from ecommerce stores are funny images, GIFs, and videos. If you want to go viral, you can show the value of your product and infuse humor at the same time. When there’s humor, people not only share but also remember it. Many brands are getting a buzz from the funny route; one case is the legendary “Dumb ways to die” video.

Another is Dollar Shave Club that went viral in 2012 with a video that addresses the issue of purchasing expensive blades and refills. With the hilarious script they came up with, they generated over 25 million views on YouTube and in its first 48 hours brought in 12,000 subscribers.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 14

Be careful here though. People are sensitive; a wrong joke will call for the boycott of your store and your sales will plummet.

4. Invoke Strong Emotion

Connecting with emotion is a key recipe for viral marketing campaign success. People are most likely to share content that brings out a strong emotional feeling whether it made them cry, angry, or brighten their day. P & G’s “thank you mom” ads went viral as a result of the emotional connection.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 15

Athletes, celebrities, and most viewers shared it and noticed the brand even more due to the series.

5. Give An Incentive In Your Products And Product Pages

According to a survey, product pages are the most important pages in your ecommerce site design.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 16

Don’t forget them in your viral marketing. One of the best ways to use them is to engage visitors with a gift that is only accessible when they share your product on social media. Push it as a pop-up when they add a product to their cart or during the checkout process.

Alternatively, you can place the gift inside the product. For example, Diamond Candles cracked the code of knowing their customers. Despite selling candles at slightly higher prices than most of their competition, they used a unique value proposition to go viral leading to a $1 million revenue on that first year.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 17

Each candle came with a hidden ring valued from $10 to $5000. Knowing they could get a $5000 ring, people (women mostly) purchase more candles and spread the message to others with word-of-mouth and pictures on social media.

These above two ideas will not only reduce abandoned carts but also get customers to share your products and product pages.

6. Exploit Common Motivations And Social Currency

Making people look cool, knowledgeable, part of the social media curve, or (in general) boosting their ego, are all excellent strategies to put into your marketing plan.

LinkedIn did that in 2012. They sent messages to the email addresses of 20 million out of their 200 million users informing them that they either were among the top 1%, 5%, or 10% most-viewed profiles. The people who received those emails felt great, and shared the news online, bragging about themselves and pushing LinkedIn in the process.

Another example is Coca-Cola’s “Share a coke with” bottles. Having a bottle with your name printed on it felt great. People rushed to purchase; some even used it in pregnancy announcement videos. You don’t have to go so over the top. Think of a piece of information/product/service that your target audience might feel smart from having.

7. Take A Stand On A Controversial Topic

News flash – you can’t please everyone. Leave the fence and stop being neutral or ignoring some sensitive topics. Take a stand for something. Your marketing message will either make them hate you, love you, get angry at you, or show some other strong emotions. Nevertheless, you’ll gain something out of it. Just try to not to stand for something that’s clearly wrong, like racism or you’ll sink your online store with your own hands.

You can use video marketing, blog posts, ad copy, or other types of content marketing deliverable.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 18

Nike’s use of Colin Kaepernick in the wake of his protest was controversial. It hit people hard that #boycottnike and #justburnit trended on Twitter. In spite of that, Nike received over 31% increase in sales, stock prices, and $165 million-worth of media attention.

8. Create Content For Topics With Search Demand And Push

Your ecommerce marketing strategy is not complete without content, but going viral doesn’t only mean you use social networks. Your blog post can make people notice you and share you.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 19

When you not only create valuable content that they want to see but also promote it for search engines, you increase your chances. If your goal is just to be noticed, you can go the lazy route and share any content. But, if you’re thinking of long-term relevance; increase traffic, expand email marketing and sell your products, then:

  1. Find keywords with both search demand and buyer intent on Ahrefs
  2. Reach out to Influencers, bloggers and other high domain websites for product promotion and backlinks
  3. Guest post
  4. Publish content on your website

Your site design needs to make sharing and make reading easy. Place share buttons at the side or top of the content. Also, if your content is a bit long, use templates that allow users to identify each section through color-code or a table of content at the side or top of the post.

9. Use Customer Comments To Create Content And Think Of Continuity

Most people get excited when they are featured, or their ideas are used to create marketing material. When you make them feel that excitement, not only will they share your content but also others wanting to be a part of that will also push in what they have and call on more people thus, getting viral ecommerce success. Look at the series of Old Spice commercials.

9 Viral Ecommerce Marketing Tips To Break Through Your Competition 20

When the first video aired, the humor and the targeted audience connected them to viewers. While it was shared a lot, it was their response campaigns that turned the whole thing up. They responded to comments on the video using YouTube videos based on those comments making their audience love and share them even more.

Ready To Make Your Online Store Go Viral?

Did this post help you get your viral juice pumping? If yes, please share.

Now that you have what you need to break through your competition, do it. However, note that you can only really beat the competition by connecting better with customers. So, as you create content, always ask yourself “why will I or anyone want to share this.” if there’s no legit answer, scrap that out. A good answer should not only be about impressing them, but also creating a connection that leads to loyalty.

If you have any questions, don’t hesitate to reach out in the comment section.

READ MORE
Posted 5 July 2019

Ecommerce Email Marketing Tips And Tricks To Increase Your ROI

Ecommerce Email Marketing Tips And Tricks To Increase Your ROI 21

Does your inbox ever look like this?

Ecommerce Email Marketing Tips And Tricks To Increase Your ROI 22

You probably get tons of ecommerce emails every day. They flood your inbox and sometimes overcrowd it until you go on a rampage of deleting hundreds of them at a time. You may open some of them or all of them or none of them. If you are on the ecommerce email marketing side of the road, you will need to create emails that captivate consumers and convince them to make a purchase.

With so many emails coming and going from potential customers’ inboxes how do you stand out from the crowd? We are going to let you in on some secret ecommerce email marketing strategies and tips that will increase your ROI and grow your business!

Why use ecommerce email marketing for your business?

Email marketing is the second most effective marketing channel after search engine marketing. It’s a way of directly marketing to your potential customers that is much easier and more effective than the traditional marketing alternative – aka sending mailers.

What comes to mind when you think about ecommerce email marketing? Gaining leads, closing sales and retaining customers are probably a few goals you have in mind. All of this can be accomplished with email!

Here are our top strategies that will bring in customers and keep them coming back for more. You may have heard of some or all of these, but we are going to tell you how to best apply them to your ecommerce business.

Subject lines

You only have one chance to get subscribers to open your emails and that begins and ends with your subject line. You want subscribers to click so they can enjoy your amazing content! Strike a balance between catchy and salesy. Would you open an email with the subject line that says “20% off”? What about this email from Pottery Barn?

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Not only have they made their discount seem exclusive they have also included relative content.

Another way to increase your open rates is to create a sense of urgency with your subject lines, Make your offers time sensitive. Subscribers will feel pressured to get the deal before it’s gone! Use phrases like “hours left” “hurry up” or “last chance” in your sale subject lines so that customers will feel like they have to act quickly. This subject line from 1800PetMeds gives a sense of urgency as well as some added mystery. The user doesn’t know exactly what the email is going to be about or what offer they will receive.

Ecommerce Email Marketing Tips And Tricks To Increase Your ROI 24

Subject lines should grab a subscribers attention and stand out from other emails in their inbox. If you are not excited about your subject line, change it. It should make you curious about what’s inside. If you’re not sure how to write one check out our email subject line best practices and hacks to boost open rates.

Welcome automations

When a customer lands on your website for the first time you need to have a popup or some way to get them to voluntarily give you their email address. Blue Bottle Coffee puts theirs at the top of their webpage before their content. This way users aren’t bothered by a popup when they are mid scroll and it’s the first thing a users sees when they land on their homepage!

Ecommerce Email Marketing Tips And Tricks To Increase Your ROI 25

Once you have their email, funnel them in to a welcome automation. There are three main components. Say hi, offer a coupon and provide value. Tell your new subscribers why they should continue to want to receive emails from your company.

Below is Blue Bottle’s first email in their welcome series. This email is simple and adds value by telling the subscriber a little bit about the company and what they believe in. They also let you know that you can sign up for a free trial to make sure you like it before you commit. Their call to action is big, bold and visible. It’s clear what they want you to do next, buy a coffee subscription. 

Ecommerce Email Marketing Tips And Tricks To Increase Your ROI 26
Ecommerce Email Marketing Tips And Tricks To Increase Your ROI 27

Segmentation

Dividing your audience into groups can help increase your email open rates, build better relationships with your customers and put the right products in front of the right people. List segmentation allows you to control who sees what. You will be able to send emails to people who have already made a purchase and people who haven’t. Or even people who have purchased a specific product on your site. You can also segment by which landing page subscribers use to give you their information. Breaking up your audience into groups allows you to easily target the right people.

For example, let’s say you have two products – rollerblades and skateboards. Your email list is segmented by each category. You can easily send other products and quality content to people who are interested in skateboarding. This is an example of segmentation on a very basic level. It can be as complex as you want it to be. But the more segmented your audience is the higher your open and click through rates could be. This also means more sales if you correctly market your products.

Wording

With ecommerce email marketing you need to be writing copy that converts and engages your subscribers. After all you are trying to sell your products. Use power words in your emails like “Best-selling” “Sensational” or “New and Improved”. Substitute these words for boring copy and watch your click through rates soar. By using these words you are making your products more appealing.

When people read a subject line that says “10 ecommerce email marketing statistics” vs “10 jaw dropping ecommerce email marketing statistics” which one do you think they will click? By adding one adjective it changes the vibe of the subject dramatically. You can always run an A/B split test to see how power words can influence your open and click through rates.

Don’t just tell subscribers about your product. Tell them how they will feel when they use or wear your product. How will it benefit them and make their lives easier? Wording your copy like this can have a huge impact on people.

Instead of saying “Buy this new pair of sunglasses” sell subscribers on the feeling they will get when wearing your sunglasses like this – “You will look cool, smart and feel empowered when wearing our new and improved shades.” See the difference it makes?

Something else to be aware of with wording is what you call your email subscribers. If you call them something other than subscribers like VIPs this can make them feel like you are talking to them individually and adds the element of exclusivity.

Priceline has great wording in their welcome email. They offer a coupon and tell you that by just getting one of their emails you can save money. They also call subscribers “email insiders” and make them feel like they are a part of an exclusive club. 

Ecommerce Email Marketing Tips And Tricks To Increase Your ROI 28

Appeal to your audience

Who is your audience? Are they younger, older or somewhere in between? What words resonate with them? It is so important in ecommerce email marketing to appeal to your audience and use lingo that makes sense to them. If you as a business owner are using words that they understand, your audience will feel closer to you and be more inclined to buy.

Macy’s sent an email with the subject line “No FOMO here.” Imagine if they had sent this to people who didn’t know what FOMO is (in case you are one of them FOMO=Fear of missing out). Clearly their target audience is the younger generation who are constantly abbreviating and coming up with new words and phrases.

When you use a subject line that resonates with your audience, then your subscribers will be more inclined to open it. After all you’re speaking their language!

Ecommerce Email Marketing Tips And Tricks To Increase Your ROI 29

Personalization

When you personalize your emails you make customers feel special. And it can be a great way to grab their attention. What can you personalize in ecommerce email marketing?

Personalization doesn’t have to be all about using customer’s names. It can start with your subject line and copy. And go well beyond that to making product recommendations or showing customers their nearest store location.

Williams Sonoma is a company that sells kitchenware. Their email starts off with the subject line “10 Things You Didn’t Know Your KitchenAid Could Do”. The customer is already hooked wanting to know what else their new KitchenAid mixer can do. The email involves coupons, a video about things your KitchenAid can do along with some special offer discounts!

One of the best components of this email is that they personalize it by including a section of products the customer might like as well as their nearest brick and mortar store location. This is convenient for the customer in case they want to go to the store to check out the products in person. It’s also nice to see products that you are interested in. It feels like the company knows you on a personal level. 

Ecommerce Email Marketing Tips And Tricks To Increase Your ROI 30
Ecommerce Email Marketing Tips And Tricks To Increase Your ROI 31

There’s a fine line between too much personalization and too little. If you’re concerned you aren’t striking that balance let our email marketing experts know!

Retargeting with abandoned cart emails

In ecommerce email marketing abandoned cart emails are a must because the average cart abandonment rate is an alarming 74%! This can be a huge loss for your business. But don’t worry. If someone is shopping on your site and navigates away or gets distracted and does not make a purchase, you can still convince them to buy your products.

If you are not sold on using abandoned cart emails think about it like this. A customer is shopping on your website and decided that they are interested enough in an item to add it to their cart. The hard part is over. They’re already so close to converting! Using retargeting will remind them that at one point they really liked that item. It’s a sign that they should go back and make a purchase.

When structuring your abandoned cart emails make sure you don’t come off as demanding. Abandoned cart emails are a friendly nudge to get the customer to come back. Include photos of the products that are in the customer’s cart as well as a strong call to action. You can even offer a discount to get them to make a purchase.

This abandoned cart email from Casper checks all the boxes. There’s a strong intro that reads “Come back to bed” as well as a photo of the product that has been abandoned. And they included a call to action button to continue shopping. They have also included a review to further convince the customer that they should make a purchase. 

Ecommerce Email Marketing Tips And Tricks To Increase Your ROI 32

Order Confirmation and Delivery Automations

If you are shipping a product to your customers then confirmation and delivery automations are essential to your ecommerce email marketing strategy. These emails keep customers updated on the status of their order and provide details of what they purchased. Sending these types of automations can help build trust with your customers and keep them worry free about their orders. These two emails give the customer a receipt for their order as well as let them know that their package has shipped!

Ecommerce Email Marketing Tips And Tricks To Increase Your ROI 33

You can also use these emails to promote other products the customer might like. When sending the final email in your delivery sequence, offer additional products that are similar to the product your customer has just purchased. Don’t pass up the opportunity to get a sale!

Remember, transparency builds trust so make sure that you are transparent every step of the way. If there is an issue with their order, let customers know and they will be more likely to shop with you in the future.

Offer Discounts

Of course you want people to buy your product so you will probably want to offer discounts to your loyal subscribers. 63% of subscribers open emails that contain discounts. While this is a large percentage you will need to be careful here. Not every email should include a discount.

Coupons are like a special occasion for customers. You must give them enough to keep coming back but not too many or they will come to expect a coupon every single time they receive an email. They may even stop opening your emails if they know each one contains a discount.

Even if you have the funds to give every subscriber a weekly discount code, you shouldn’t. Imagine getting a coupon every day from the same company. Do you need to buy something every day? Probably not. It gets old quick.

Instead of sending a coupon every day, create a “special discount just for you” email. This will keep your customers engaged and excited when they receive a coupon from your business! In between quality content Backcountry lets their subscribers know about sales and discounts that they are eligible for.

Ecommerce Email Marketing Tips And Tricks To Increase Your ROI 34

Pro Tip:Focus on creating good content in between sending out coupons to your customers. Not only does this keep your subscribers engaged but it can also increase your rankings in Google search. You want your subscribers to choose your business over and over again so produce content that they actually want to read. This email from the Kitchen gives readers a snippet of what this article is about and encourages them to continue onto their site to read more. By clicking through to their website you help them with their SEO. The more time you spend reading this article the higher search engines will rank it. 

Ecommerce Email Marketing Tips And Tricks To Increase Your ROI 35

Use a double opt in

Maybe you received subscribers emails through a purchase they made, an app (if you have one) or for whatever reason they didn’t explicitly subscribe to sign up to receive newsletter or promotion emails from you. Make sure your subscribers actually want to subscribe. This can be done with what’s called a double opt in. It gives users two chances to agree to receiving emails from you so that you can make sure they actually want to be on your email list.

Why should you care so much?

If you email people who don’t want to be emailed, they could mark you as spam. Not only does this cause you to lose subscribers it can also hurt your deliverability. When someone marks you as spam it sends a signal to your email server. The next time you send an email you could have issues with it being delivered.

Want to make sure you avoid this? Make it easy to unsubscribe from your emails. Don’t hide your unsubscribe button. If users can easily unsubscribe they will be less likely to mark you as spam.

You should also be growing your email list organically. This means absolutely no list buying. You want your emails to be sent to interested subscribers who will actually open and click through.

Vivino is an app that emailed its users to double check and ask them if they would like to subscribe to their emails. They give a short synopsis of what their company will do for subscribers and what kind of emails they can expect. They can easily confirm their subscription with one click! If you use a double opt in method make sure that it is easy for people to subscribe. You could even offer a yes or no option.

Ecommerce Email Marketing Tips And Tricks To Increase Your ROI 36

Photos

If you are selling a product, high quality photos are key in driving subscribers to make a purchase! Visual content marketing can say things that words might not be able to. It’s a way to show your customers instead of telling them.

You want to highlight your products with visually appealing and scenic photos. Pottery Barn has beautiful lifestyle photos of their products that help subscribers to imagine what their home could look like if they shop there. In this email they tell customers to design their dream bedroom.

Now, imagine if you just had the text that is over the photo and no photo. You wouldn’t be able to imagine your new bedroom. Instead they have included a photo of a bedroom complete with paintings, lamps, plants and more to show customers their products. 

Ecommerce Email Marketing Tips And Tricks To Increase Your ROI 37

Ask for reviews

Feedback is one of the most valuable components in ecommerce email marketing. Since 92% of consumers read online reviews and make judgements from them, it’s crucial that your business has online reviews. Receiving product reviews can also help you update or redesign your product or process if needed. Learn how to ask for reviews. Tell subscribers that their opinion is valued and it’s important for your business to grow.

Make it easy for people to give you a review. Either put the review directly in your email or link to an online review site. If it’s too difficult to figure out, your subscribers won’t do it! This email from Pet Ninja has the review directly in the email. The review is quick and simple complete with a star rating. They give the subscriber space to write something if they wish but it’s not required. 

Ecommerce Email Marketing Tips And Tricks To Increase Your ROI 38

Ecommerce email marketing should not be all about selling your product. It’s about building trust and relationships with your customers. Leverage emails to get reviews, improve your SEO and show your customers what your brand is all about. Crafting the perfect email for your business, segmenting your lists, and making sure your copy resonates with your audience can take time off of your hands. Spend time focusing on building your business while our professionals at DUBUB Marketing Agency handle all of your ecommerce email marketing. We are skilled in building automations, newsletters, and campaigns that build trust and convert! Contact us now to get started.

Do you have more ecommerce email marketing ideas that we didn’t cover? We’d love to hear them! Share them with us in the comments below.

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Posted 26 June 2019

Why Isn’t Anyone Buying On My Ecommerce Website?

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The goal of an ecommerce website should be simple: to have customers buy your product or service online.

If your website has solid traffic coming in but you don’t see very many visitors purchasing, the following items may help you determine the reasons why people aren’t buying from your ecommerce website.

Products are Hard to Find

Ideally, for an ecommerce website, the product categories should be listed in the main navigation menu so they are front and center. They should be sorted into logical groups by how a customer would use a product or by the product type. For example, a clothing store’s site would be grouped into men’s, women’s, and children’s clothes, and then subdivided into items such as tops, pants, shoes, and more. For a food store, the options could be displayed by size, flavors, or occasion.

If your products are not listed in your main navigation or under a “Product” or “Shop” section, how are your users supposed to know you sell items on your website?

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Having your ecommerce section under a separate URL, such as shop.url.com or store.url.com, which looks different from the rest of your website, can also be a deterrent for customers.

Hard to Understand Navigation

Your website’s navigation menu should contain terms that every user can understand. It shouldn’t include your corporate jargon or acronyms that a customer wouldn’t understand. For example, while “design your own” and “custom” may be two very different categories for your company, those terms are interchangeable to the average user.

Your menu also shouldn’t include your internal product or style name – unless you’re a nationally recognized product like Air Jordan Sneakers – because a new user probably won’t recognize what it is. For example, a trampoline park may refer their tickets as a “flight pass”, but new users would probably be looking for a simpler term of “tickets” or “reservations.”

In another example, a sock ecommerce site should include their products in the menu based on the activity the end user would wear the socks for – hiking, running, basketball, or tennis – versus sock product names. Unless a user has purchased in the past, they won’t understand what an “OAQU” or “84N” or “XDXW” sock is.

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A well-sorted, non-confusing navigation.

Forcing Customers to Create an Account

Forcing your customers to create an account is the #1 conversion killer.

If a customer is required to create an account to place an order, it might be a reason why they are not buying from your site. See how your direct competitors handle needing an account – probably a number of them offer guest checkout options, therefore you should too.

Many customers buy gifts on sites they don’t frequent themselves, such as for a wedding gift or baby shower. That gift-giving customer may have no intention of shopping on your website again. Forcing that person to create an account before they order the gift will make it less likely for them to want to finish that transaction.

Some other customers might get frustrated trying to remember yet another set of usernames and passwords. Some may have concerns about the site storing their personal information and credit card number. Other customers may have concerns that creating an account will sign them up for your email newsletter, and they don’t want any more messages cluttering up their inbox.

When you do ask your customer to create an account, be sure to share with them the benefit of doing so, such as being able to check on the status of their order or to get discounts on future orders.

Product Page Issues

If you have good traffic to your website and an easy to use navigation, customers should be flocking to your product pages. A bad user experience once the customer visits those pages can be another reason they decide not to purchase on your website.

Here are some product page issues that can result in people not buying from your ecommerce website:

  • No checkout button on product pages – Once a customer has added an item to their cart, it should be very easy for them to navigate to the checkout if they are done shopping.
  • Product options unclear – If there is more than one size, color, or flavor available of your product, it should be easy for the user to select these options.
  • No quantity field – If your customer wants to buy more than one of your product, they should be able to do so on the product page. Some websites are set up so you can only purchase one of an item at a time, forcing users who want to buy more than one to have to revisit the product page repeatedly – a bad user experience.
  • No product image – If the item you are selling is a tangible item, you should show a picture of the product. Not having an image of something where looks matter, such as clothing, housewares, or decorations, will deter customers from purchasing from you.
  • Missing breadcrumb navigation – When a customer is searching through categories, a breadcrumb navigation makes it easy for them to go back and return to the main category pages. If this navigation is missing, the customer may find they have to go back to the main menu and re-click through all the subcategories to get to the section they want – not an ideal user experience.

Pop-ups

Pop-ups can be a great way for you to advertise deals to customers, share new products, and get more newsletter subscribers. But for a lot of customers, pop-ups can be an annoyance and make them less happy with your website.

If you do choose to have pop-ups on your site, be sure there is an obvious way to close the pop-up without having to fill out the form. If they can’t figure out how to close out the pop-up, users might leave your site altogether.

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Shipping Rate is too High

If your shipping rate is too high, it could be another reason customers are visiting but not purchasing on your website.

Ideally on an ecommerce website, the shipping rate for lightweight items within the US should be just a few dollars. This is especially true if your exact product or a very similar product is for sale on Amazon.com, whereby Prime members can get the item in just two days for no shipping cost. If you’re selling a product that weighs less than a pound and cost less than $100, a shipping rate over $5 would be considered unreasonable by a lot of consumers.

Real life example: A few years ago, on the burtsbees.com website, a customer could purchase an individual lip balm for $2.99. To get that item shipped to them, it would cost $5.00. Or they could purchase that exact same item on Amazon for the same $2.99, add it the other items they were already buying, and pay no shipping fee. Or they could pick up that same lip balm the next time they were out at WalMart, Target, Harris Teeter, Whole Foods, CVS, and other retailers. Which option do you think most customers chose to do?

It’s also recommended to offer a discounted shipping rate after a certain price point is met. Many websites have free shipping once you purchase $25, $35, or $50 worth of their product.

Especially pay attention to your competition here. It’s not uncommon for users to look around your site, add items to their cart with every intent to buy, and then abandon the cart if your shipping rate is too high. And then most likely they’ll go to Amazon or your competitor who has a lower shipping rate and purchase very similar items from them.

Shipping Takes too Long

Similar to the point above, if the shipping time on your site takes too long, you may be losing customers. It should be clear to your customers not only the shipping time to their location but also how long your processing time is. There’s a number of times I personally bought an item for an event based on the shipping time of two days but didn’t realize there was a three-day processing time prior to my item shipping and the item did not arrive for my event and I was disappointed.

Again, Amazon Prime members can get items shipped to them within two days for free (starting to see a trend here?). Or with the new Prime Pantry, in certain cities, they can get items delivered to them in just two hours. So, if a customer visiting your website needs an item for this weekend and it’s a Tuesday, know that if your shipping and processing time are not fast enough, that customer may not end up purchasing through you.

It’s understandable if you don’t have the infrastructure or your third-party logistics aren’t set up to be able to ship items quicker or to send them out of your location faster, but know that that may be an item affecting sales on your ecommerce website.

Your Site is not Secure

Users may not be willing to enter their credit card information on your website if your URL does not begin with HTTPS.

Per our blog about HTTPS security, “Communications over HTTPS are encrypted between the client and the server so eavesdroppers don’t listen in, no one tampers with the data, and your website data isn’t forged.”

If your website does not have HTTPS security, when a user first visits your page, they may get a security error which includes the text “not recommended” about continuing to your website – which really doesn’t look good. Many users will stop at this point and not go through to your website at all. If they do continue to your website, they will probably be less confident to buy items on your site.

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If your ecommerce website doesn’t have an HTTPS url, reach out to our support team to get the security certificate installed.

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