Now that indie businesses everywhere are ready to rack in holiday sales, the rest of the year is going to be spent figuring out ways to retain all those new customers. Bluecore warns in a report on shoppers motives and preferences that while acquisition efforts are important, if there’s no focus on retention, those acquired may just be one and done shoppers.
Retain Customers with Email Marketing
Focusing on your business’s email marketing efforts is a great way to help retain new customers. New data from an Omnisend report confirms that consumers want to receive branded email and text messages, but not random marketing promotions. They want messages based on their interactions with retailers.
Data from Omnisend’s report found that open rates for automated lifecycle messages saw a huge increase of 76.25 percent year-over-year. The report, which analyzed 2.4 billion emails, showed that automated messages saw an improvement of 178.6 percent over scheduled promotional campaigns when comparing open rates in Q2 2020. The report confirms that ecommerce brands who automate email messages are outperforming those who do not.
Does Email Marketing Still Work?
According to the report, the conversion rate for promotional email campaigns was 5.37 percent — an 88 percent year-over-year lift. Maybe more promising for DTC brands, email conversion rates increased each month of the second quarter, which hints at an increased reliance on not only ecommerce but email marketing as a primary channel. The report also revealed that order confirmation messages had a much higher conversion rate (8.61 percent) than shipping confirmations (3.02 percent), indicating that marketers should optimize their transactional messages as they have the power to be effective revenue-drivers.
“Second quarter data showed that online merchants who sent automated messages had great sales success by leveraging highly-relevant emails,” said Greg Zakowicz, Director of Content at Omnisend, in a press release. “This proves that sending timely messages to the right person at the right time matters. Since ecommerce teams are time-starved, they should implement automated messages to maximize revenue.”
Social Media Platforms
Social media platforms still remain one of the best ways to market your brand. Ryan Sauer with PowerChord says Facebook is the most used social media platform, with 2.45 billion monthly active users, according to Facebook’s Q3 2019 earnings report, and with 74 percent of users in the United States using the site daily. Additionally, with Facebook’s advertising platform, brands can reach their audience across Facebook owned apps like Messenger and Instagram.
Which Marketing Incentives Work?
Different incentives that Bluecore’s report data suggests work on consumers through marketing include free shipping, percent-off offers, or in-home testing periods. Over 60 percent of shoppers say free shipping is the most compelling incentive to purchase online, followed by a percent-off offer (27%). One-third of shoppers said they’re highly likely to purchase a product from a brand that offers a trial or in-home testing period.
You can also give shoppers an incentive to come to your booth or shop in person. Sauer says that brands can offer in person only incentives that consumers receive through online interactions. For example, a brand could offer an in person coupon for an exchange of customer information online, such as signing up for your email program. Many ecommerce brands offer these types of incentives to help in-store traffic, and you can too.