Tag: ecommerce

5 Actionable Ecommerce Content Marketing Tips That Win Customers

Posted on by Daniel E. Lofaso

Ecommerce Content Marketing That Wins Customers

Did you know that 71 percent of consumers use search engines to find products, and an even higher percentage uses search to make informed purchasing decisions by researching and comparing products?

The importance of content marketing in ecommerce is something that can not be ignored.

To be successful with content marketing, however, you must stand out from the crowd. Today, we will be looking at five types of ecommerce content marketing that will win customers and help you stay ahead of your competitors.

1. Target Different Stages In The Buyer Journey

Hubspot

Most customers don’t purchase from you the first time around. It’s important to map out the buyer journey process, from when they first see your ad or land on your website to when they finally make a purchase – and beyond.

Remember that the buyer journey doesn’t end with a purchase; instead, it continues as the customer comes back to make a second purchase or renew their subscription.

You should be creating content that targets every step in the buyer journey. To do that, you first have to map out that journey.

Here’s a simplified example of different steps you can be targeting:

 
  • Research: During this phase, the customer has a problem and is looking for a solution. They may not know what kind of product is available to help them. Your job is to show them, in your blog posts, how your product or service can help them solve this problem.
  • Purchasing Decision: During this phase, the customer already knows that there is a product or service that can offer relief. However, they are still undecided as to which company they will purchase from or whether or not it is worth their money.
  • Unsatisfied Consumer: These are consumers who have purchased the product from somewhere else but were not satisfied. You can step in and show them how you will do better.
  • Your Existing Customers: You can create blog posts explaining to your customers how they can make the most out of the product they purchased, how they can get help if they need it, and so on. This can help drive repeat sales.

If you only target the research phase, for example, you may be losing out on sales. Customers who are in the purchasing decision phase are easier to convert, as they are already further along in the journey.

Hubspot has many templates and customer journey examples you can use to map out your own customer journey.

2. Product Information And How-To Posts

Another type of blog post that can bring in sales are those that go over specific product information. For example, you can write reviews of your products so that consumers can find out its details, what it does, and how it can help them.

Make sure to include all the details in an easy-to-read manner. One way is to include visual charts or graphs, such as size charts if you are selling clothing.

You can create video guides and how-to posts using a video editor online that shows users how to solve common problems. Make sure to include the use of one of your products as one of the steps in the guide and include a link to the product page.

Video guides and product reviews, both on your website and YouTube, are also very effective.

Salesforce does this on its YouTube channel – here is an example of a short, engaging video that explains how one of their features can help small businesses.

3. Live Content

Live content helps you build a personal relationship with consumers. It’s easy to start – you can use Facebook Live or Youtube to stream live videos with Q&A sessions, upcoming product launch announcements, industry news, inside-the-company sneak peeks, and more.

Your audience can ask questions and comment, and you can reply to them in real time.

You can hold webinars for more in-depth discussions or for bigger launches. WordStream holds regular webinars and then posts the recordings to an online library so customers can access a wide selection of recordings on different topics.

4. Podcasts

Many consumers won’t have time to watch webinars or tune into live streams. Some may not even have the time to read blog posts.

This is why podcasts are so important. Your audience can listen to podcasts on-the-go, during their daily run, or while commuting to work.

Podcasts give you an opportunity to interview influential figures in your industry, which adds to your authority and credibility. It also exposes you to those influencers’ fans. For example, as a beauty influencer, you could interview a top makeup artist, which not only enhances your credibility but also introduces your brand to their dedicated followers.

Another reason podcasts are so important is because they drive more repeat visits. If you release an interesting, fun, and informative podcast on a regular basis, people will keep coming back to hear more.

The more traffic you have visiting your site, and the more repeat visitors you have in particular, the more sales you can expect. Remember what we said about the buyer’s journey – people don’t usually make a purchase the first time around.

Neil Patel releases podcasts in his online “Marketing School.” These are daily, 5-10 minute podcasts, but you can also release longer-form podcasts once a week, for example.

5. User-Generated Content

User-generated content can be effective as it gives you social proof. It’s not just you talking about your product and how great it is – it’s others doing it as well.

Did you know that 84 percent of consumers trust online reviews as much as they trust recommendations from family and friends? This is why social proof is so important.

Reviews and testimonials are one form of user generated content. Encourage customers to leave reviews on your products by sending followup emails after their purchase. It’s always a good idea to keep customers engaged. Upselling becomes easier as a result.

Manage your online reputation by posting guest posts on other blogs so that those posts appear when someone does a Google search about you.

Post testimonials, including video testimonials, on your site and YouTube channel. Video testimonials from real customers add a more personal touch – stories are important in appealing to consumers’ emotions and influencing their opinions.

However, user generated content goes beyond that. You can create a page on your website or a series on your YouTube channel that is dedicated to answering real questions from real users.

On your social media channels, you can ask users to submit content such as pictures of creative ways they are using your product or how they are using your product in their daily lives. Offer discounts or sweepstakes to encourage submissions.

Twitter and Instagram are great places to do that. Instagram is very visual in nature, making it easy for people to post selfies, and both platforms let people contribute to your campaigns using hashtags.

Starbucks shows the perfect example of how to do this. Every year, they hold a Red Cup Contest, where users submit pictures of themselves drinking Starbucks coffee for a chance to win a gift card.

This particular contest also directly drives up sales by encouraging consumers to buy more coffee so they can post more pictures.

BMW takes advantage of user generated content as well by encouraging users to post pictures of their beloved BMWs with the hashtag BMWRepost, which has generated more than 1.5 million posts.

Wrapping It Up

Content marketing, when done correctly, has the power to explode your sales.

Start creating the five types of content mentioned in this article to see new visitors flow in and your profits go up.

13 eCommerce Abandoned Cart Email Best Practices to Crush Sales

Posted on by Daniel E. Lofaso

Ecommerce abandoned cart emails offer a better return than retargeting ads and turn casual browsers into potential lifelong buyers. Learn the winning formula for conversions now.

What’s stopping your browsers from saying yes to the items in their shopping cart?

The most common reasons visitors abandon their shopping carts include:

 
  • High shipping costs
  • Wanting to compare prices
  • Lack of a guest checkout option
  • checkNot being ready to commit, or just browsing

 

Abandoned cart email best practices aim to address all those issues (and more) to re-engage browsers and lure them back to finish what they started.

And the right abandoned cart emails can do just the trick.

Use these eCommerce Abandoned Cart Email Best Practices to Crush Sales and Conversions

Win back your browsers and help them make a purchase in 13 easy steps:

#1: Remove the Risk with Hassle-free Returns

A staggering 80% of shoppers say they won’t make a purchase unless there’s a hassle-free return policy.

So if your shoppers aren’t ready to commit, let them know there’s no downside to taking the proverbial plunge. Visibly advertise your easy return policy and browsers will be more inclined to hit buy without the worry of buyer’s remorse later.

#2: Offer Free Shipping

Did you know 55% of visitors leave checkout when they see extra shipping costs tacked onto their total?

And 93% of consumers are motivated to buy more products if a retailer offers free shipping in some form[*]?

Since high shipping costs are one of the top three reasons visitors abandon carts, offering free shipping may not only clinch your sale but increase the total amount of merchandise ordered too. #WinWin.

#3: Grab an Email Address ASAP, But Give the Option to Check Out As a Guest Too

Abandoned cart emails have a 30% higher CTR than retargeting banner ads to browsers[*].

So try to capture your visitor’s email address right away in the first step of your checkout process so you can begin triggering your series of cart abandonment emails if they don’t complete the sale.

Just don’t force an account creation.

Many browsers will abandon their carts if they can’t check out as a guest.

Even though this means no email outreach for you, one site saw a 45% increase in sales after removing their mandatory registration so there are still upsides to consider[*].

#4: Follow this Abandoned Cart 3-Email Trigger Schedule

To encourage the 75% of visitors who abandon their carts even though they do intend to buy, you’ll want to send a total of three abandoned cart emails.

As 72% of visitors who return to their abandoned carts do so within 24 hours, you’ll need to get the ball rolling immediately.​

You have the highest chance of capturing your buyer in this time frame because:

 
  • Visitors are most likely still online browsing.
  • The shopping experience on your site is still fresh in their minds.
  • Your email may give them answers to their hesitations about shipping costs, delivery dates, and FAQs.

 

Send your second email 12–48 hours after cart abandonment if the first did not lead to a sale.

During this time, your browser may be price comparing the item on other sites so you’ll want to add enticing discounts and additional product information to keep your store competitive and top-of-mind.

Finally, send the third email within 48–72 hours to up to five days after the cart was abandoned.

You may also want to time the delivery of your emails to match your visitors’ browsing. This may indicate a specific window of uninterrupted shopping time.

#5: Grab an Email Address ASAP, But Give the Option to Check Out As a Guest Too

Expensive items typically have longer purchase windows so you can’t expect browsers to become buyers in a short time frame even with the best cart abandonment email practices.

Use your industry’s benchmark purchase window (or how long it generally takes buyers to convert) as your guide for scheduling abandoned cart emails so you don’t come off as pushy.

#6: Use Different Email Templates for Each Send

Never send the same email multiple times. Instead, create templates for emails and give them each a different focus (such as product reviews, FAQs, recommended items, etc.).

#7: Personalize Your Subject Line with the Abandoned Product or Category

Personalized subject lines increase open rates by 50%!

So start A/B testing a few solid subject lines like:

 
  • Get 10% Off Your Cart Now
  • Leave your [product] behind, [Name]?
  • [Name], are you still shopping for [product category]?
  • checkFAQ About Items In Your Cart

#8: Use Different Email Templates for Each Send

Never send the same email multiple times. Instead, create templates for emails and give them each a different focus (such as product reviews, FAQs, recommended items, etc.).

#9: Include Additional Product Recommendations

An overwhelming majority of online shoppers say emails containing recommended products are useful for their buying experience.

Cross promoting products allow you to capture the business from the abandoned cart, boost your CTRs, and sell additional add-on items to increase your buyer’s total purchase amount.

To cross-sell like a pro, add:

 
  • Get 10% Off Your Cart Now
  • Leave your [product] behind, [Name]?
  • [Name], are you still shopping for [product category]?
  • checkFAQ About Items In Your Cart

#10: Use Different Email Templates for Each Send

Research shows cart abandonment emails containing a discount offer of 5–10% on the first purchase lower overall cart abandonment rates.

So if you were lucky enough to score an email address before cart abandonment, make sure at least one of your abandonment emails contains an incentive or reward your customer can’t refuse.

#11: Customize CTAs to Go Directly to the Abandoned Cart

As any marketer knows, your emails are only as effective as your CTAs.

And the call to action in an abandoned cart email should encourage users to go directly back to their abandoned cart.

 
  • Placed as high up in your emails as possible
  • To be clear, actionable, and bold enough to command attention
  • Repeated several times prominently throughout your emails

Standard copy won’t cut it here. You want extra clickable CTAs like:

 
  • Complete My Order
  • Continue Shopping
  • Take Me Back to My Cart
  • checkClaim Your Discount/Free Gift Now

Try to instill a little urgency here with phrases like “act now” or “final cart reminder” for users to click through sooner rather than later.

#12: Create Intense FOMO with Product Reviews

At least one of your abandoned cart emails should contain actual product reviews and ratings from customers who purchased the items in the abandoned cart.

Because research says:

 
  • 91% of people regularly read online reviews
  • 84% trust online reviews as much as a personal recommendation
  • 68% form an opinion after reading one to six online reviews

Adding ratings and product reviews lets your existing customers sell potential buyers and gives them a taste of what they’re missing out on.

#13: Don’t Be Scared to Let Them Go

You should send no more than three abandoned cart emails even if you never acquire the sale. Any more than this will annoy potential buyers and turn them off from making a purchase in the future.

Always include an opt-out link at the beginning and end of your emails so your customers know they’re in control and not going to be chased down.

Those Conversions are Yours — Go Get Them!

TThere’s nothing more discouraging than running a seemingly successful campaign and losing conversions so close to the finish line.

But if you follow these abandoned cart email best practices, you’ll win back those visitors in less time and effort for the ultimate ROI.

6 Must Use eCommerce Emails for Maximum Customer Engagement [with examples]

Posted on by Daniel E. Lofaso

In a day and age where Google is making organic search engine customer acquisition harder than ever and social media is being divided into more than a handful of popular networks email has remained a constant strategy that, to this day, is unwavering. In fact, research from the Direct Marketing Association has proven that email marketing has a ROI of around 4,300% and roughly 80% of people say they receive marketing emails right alongside their personal emails. Better still, around 40% of these people said that they enjoy getting marketing emails from their favorite brands every week.

While many of us whine about being on the receiving end of spam emails, if you’re anything like me you fully expect and welcome them from companies you’ve done business with. Emails from online retailers provide me with confirmations, updates, reassurances and special offers not always found in my general day-to-day perusal of the web.

Above I said that email strategies for retailers is unwavering when in fact, I lied. It is wavering but not in the downward way that you might think. According to data by Experian conducted during their most recent 2013 Q3 Email Benchmark Report:

 
  • Email volume rose by 12.7 percent in Q3 2013 compared to Q3 2012.
  • Unique open rates were up year-over-year by 6 percent.

If the writing is not already on the wall about email marketing for online retailers it will be very shortly (on my wall, I call it a “blog”). Below I have compiled six eCommerce-based emails that your brand must use to make your customers feel all warm and fuzzy when they get your emails. Three of the below are transactional and the other two help lead to the transaction. Let’s start with the transactional ones first.

3 Types of Transactional Emails

1. Order Confirmation Email

This email confirms to your customers that you have in fact received their order and that it is being processed and prepared for shipment. Generally, the order confirmation provides a summary of the purchase, the name and address of the recipient, shipping speed, and any other order-related information.

The order confirmation is fully expected immediately after the purchase and customers have grown accustomed to this email transaction after making purchases online. Viewed as the digital version of the purchase receipt, the order confirmation is a must-do for any brand who wants to instill confidence in their company and start the email communication between brand and customer.

2. Shipping Confirmation Email

The shipping confirmation email is a reassurance that the order placed by the customer is on its way. While some companies only provide the order confirmation and neglect to send the shipping confirmation, this email brings the customer into the light and keeps them aware of when they can expect the package. Like the Amazon.com screen shot below (can you tell I like mountain biking yet?), a well-crafted shipping confirmation email informs the customer that any changes to their order can no longer be made and directs them towards a link on the website where they can find out about returns or managing their other orders.

A bonus piece of information that Amazon.com provides is a link to track your package. With this link I know that I can log onto the UPS or FedEx website and determine where my package is. This is important to know if I shipped my package to a place that requires a signature or that may not be left if there is no one at the door.

While Amazon does provide customers additional ways to connect with the brand via their three social media links they don’t do a great job of incentivizing future orders. A good way to do this is by providing a “Recommended Products” or “Customers Who Purchased This Item Also Purchased” section below the shipping info. This additional information can encourage repeat sales and can easily be implanted into the email.

3. Order Follow-up/Review Email

Getting an email from a brand that thanks you for your order and checks in to see if you enjoy the product is like getting a phone call from your dentist on your birthday. Not only is it nice, but it makes me, the consumer, feel like a valuable customer.

When sending order follow-up emails take it a step further and ask satisfied customers to leave a product review or to share their experience on social media. Direct customers who may be unsatisfied to a separate email or customer service phone number to avoid negative online reviews.

3 Emails that Lead to the Transaction

1. Opt-In Email

I mentioned above that 40% of consumers enjoy getting emails from brands and particularly ones with specials delivered to their inboxes each week. The opt-in email is catered specifically for the website user who is interested in your products or services but may not be ready to check-out just yet. These emails generally come in the form of pop-ups that tell the customer what they will receive in the email in exchange for their email address. These emails help to place interested consumers on the right path so that when they are ready to make a purchase your email will remind them that your company is the one they want to go with.

Opt-In Email

2. Abandoned Shopping Cart Email

Most of us have clicked-through an online item only to abandon right before we are required to put in our credit card info. Personally, this is a process I have gone through when the shipping and handling costs are unknown. Whatever the reasons we as consumers don’t complete a transaction it presents the eCommerce brand an opportunity to re-engage a potential customer. When a customer makes it right to the point of the checkout and goes incognito brands have information on what that customer is interested in. The ensuing email, appropriately obtained before the credit card processing page to inform the customer the manner in which they will obtain their receipt, addresses the cart abandonment and tries to re-engage the customer with a form of direct response email directly related to the original incomplete purchase.

The below example was taken from a Shopify blog on a bunch of abandoned shopping cart emails. 

3. Account Confirmation Email

Keep your prospects happy even before they have made a purchase with an account confirmation email. Customers create accounts because they want their purchase and viewing history to be remembered. When customers don’t make purchases from your site yet start an account you can assume that they plan to do so in the future or that they are interested in what you have to offer. Keep this customer in the sales cycle by sending them a confirmation of their account so that they are reminded why they signed up in the first place.

Get Help Setting up Your Email

The aforementioned emails should be implemented automatically into every eCommerce website. Automation software is available to help you streamline these responses so that the appropriate emails go out at the right time and you don’t have to manually send them as the customers enter your sales cycle. For help with the graphic design, text and account setup of automated emails, contact Digital Elevator today.

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