If there is one business where reorder is king, it’s the contact lens business. I recently received a perfectly executed example of a replenishment campaign from 1-800-CONTACTS and it’s clear that these guys & gals know a thing or two about retaining customers.
23 unread messages.
That’s what my inbox says right now. Every day I open my email to an overwhelming amount of new messages. If you’re like me, a marketing email needs to stand out for me to open it.
I have my email divided into three categories: primary, social and promotions. After taking care of business I like to take a glance at my promotions to see if there are any goodies that catch my eye. After scrolling through, I usually find one or two emails that look intriguing and you know what, all of them are using psychology to get me to open them.
Every year Black Friday looks more and more like a zombie apocalypse. Crowds of people pushing and shoving and running and grabbing. This past Black Friday I remember watching the news and the scene was frightening. People were going absolutely mad for sales.
This post is part of a series that covers eCommerce Lifecycle Emails.
First-purchaser campaigns are the campaigns that are designed to trigger when customers have purchased from your site for the first time.
The fact is going from a one-time buyer to two-time buyer is a huge hurdle. So you want to get as many customers as you can over this initial hurdle of going from one to two.
Did you know that it costs six or seven times more to acquire a new customer than to keep a current one? Did you also know that the probability of selling to a new prospect is 5 percent to 20 percent, while the probability of selling to an existing customer is 60 percent to 70 percent?
In addition, there’s a 27 percent chance that a customer who has purchased from you once will visit your site again, while there’s a 54 percent chance that a customer who has made three purchases from your site will make a fourth. That means the more a customer returns to your site, the chance that customer will visit again increases.
Congratulations! Not only has a new customer visited your site, she’s provided you with her prized email address, indicating that she’s interested in further engagement. We know it’s harder to win over new customers and get them to make a purchase than it is to get a previous customer to buy, so once you have even a sniff of interest from a new customer, you want to keep it.
Pre-purchase welcome emails continue the conversation with the customer, letting her know you appreciate her interest and telling her what to expect next. Triggered emails like these—or others for an order confirmation, re-order or abandoned shopping cart reminder, or special occasion announcement are based on a specific action or event—are extremely effective. Emarketeer reports that open rates for triggered emails are as high as 49%. Epsilon’s Q2 2014 study on email trends showed that triggered emails are 74.9% more likely to be opened than business as usual (BAU) emails. Additionally, triggered emails have a high click rate, performing 161.9% higher than BAU.
So you’re getting a lot of traffic to your eCommerce website. That’s awesome. That’s exactly what you want, right?
Of course it is. But let me ask you a question – actually let me ask you a couple questions: Do you know who your website visitors are? Can you send them marketing materials?
If your answer is no, then what difference does it make if you get 500 visitors a day or 50? Either way, if your visitors don’t buy from you, then what good does all that traffic do for your company? Let me answer this one: No darn good at all.
Today, we’re excited to share release notes on a product update that will fundamentally change the way Rejoiner can help your ecommerce business grow. The release includes several features that many customers have requested and we’ve finally brought them to life.
New Campaign Builder
The user experience of the Rejoiner campaign builder has needed an update for quite some time. To put it bluntly; the UX was really bad. As of today, we’ve completely rebuilt the email editor, email preview (now injects real dynamic data where merge tags are placed), test email sender, email scheduler and built a new top-level campaign manager. The experience is orders of magnitude better and after using it, we can’t imagine going back to the old campaign builder. We hope you feel the same way.
Earlier this year, Google rolled out an upgrade to Google Analytics called Enhanced Ecommerce. An addition to Google’s Universal Analytics, this Enhanced Ecommerce tracking offers Google Analytics users access to data that hasn’t been previously available. It includes a complete series of funnel-based reports, additional support for Google Tag Manger, and the use of the Product ID dimension.
Enhanced Ecommerce offers deeper insights into the behaviors of your visitors, enabling you to view traffic from more detailed shopping experience and product perspectives, rather than the traditional page perspective. It also gives you a method to measure the effectiveness of your merchandising, moving the scope of Google Analytics’ beyond transactional data.
When Jennifer Furr began her ecommerce business, PictureThatSound, she also started a Google AdWords campaign to reach potential customers. Although the program was fairly simple to initiate, she didn’t get the results she wanted—customers who made purchases. Each year for five years, she has run a new campaign; tweaking her website, changing her SEO and keywords, anything she could think of that would enhance click throughs. But with the limited budget of a small business, there was only so long she could experiment without getting tangible results.
“If you start out and put in a little bit of money and a little bit of time, when you don’t see return on investment, there’s no solution for that,” she says.
Furr isn’t alone, and if you look at some of the ecommerce forums, you’ll find many business owners in the same situation. Can small businesses with small budgets get results from Google AdWords? Should you do this on your own, or will you have a better chance of success if you consult with an AdWords pro?