We all know that a first impression can have a deeply lasting effect on those we meet. But how do we give someone a good first impression? As a kid my mom would always tell me to greet everyone with a smile. Easy enough right? Today, many first encounters take place electronically, but this doesn’t mean that a first impression is any less important. Receiving a friendly, well crafted email is a great first impression, one that can put a smile on your customers face.
Whether you’re an entrepreneur or eCommerce professional, you spend a portion of your day in a reactive state responding to customers, co-workers, employees, suppliers, agencies, contractors or all of these on some days.
In our always-connected world, it can feel like there isn’t enough time in the day to do anything but react. You’re “busy”, but it’s easy to look up at 7 PM, reflect on the day’s accomplishments and say, “What did I even do today?”
I’ve found that the most effective way to end an extended bout of reactive-task-induced depression is to devote 30-40 minutes to proactively learning something new, every single day.
How do your customers really feel about receiving abandoned cart email reminders?
In advance of the 2015 Email Summit, the fine folks at Marketing Sherpa released a study that sought to answer this very question. The results are important for any marketer considering a shopping cart abandonment email program to take note of.
The Sherpa team polled an audience of 2,057 American adults, qualifying the sample by asking them if they had ever left an item in an online shopping cart. 1,762 members of the sample qualified to answer the following question:
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.