Looking for marketing advice?
You might have different goals, like increasing sales, getting more email subscribers, reducing shopping cart abandonment, building a certain brand image, you name it.
However you define “success” with marketing, learning from veteran marketers always makes sense. Those are the people who’ve done it. They help folks like you to achieve their goals. And quite often, they know what works.
To help you out, we asked seven experienced marketers for their advice on essential marketing campaigns to run this year.
Here’s what they had to share.
Tip 1: Send a series of welcome emails
“One of the highest-converting email campaigns that every ecommerce store needs to have is the welcome series.
According to Omnisend’s annual research, which reviewed 12 billion marketing emails, 63 million SMS, and 54 million web push messages sent by our customers, welcome emails saw conversion rates 2,748% higher than regular promotional campaigns.
Promotional, one-off campaigns have an average conversion rate of 0.1% (when comparing orders to emails sent), while welcome emails see conversions of 2.8%.
Setting up welcome emails is pretty straightforward—they are automated, so they are sent out whenever someone signs up. While many businesses send only one email, our data showed that welcome series with three emails leads to 90% more orders.
In a welcome series, you should use the following structure:
First email: general welcome to the subscriber, and briefly introduces the benefits of joining the community. You can choose to include an appealing discount in the first email.
Second email: tells the story about the brand, how the products are produced, and includes some “behind the scenes” information.
Third email: this message is for social proof and providing a discount for the first purchase.
The welcome email is the time to make a first impression with your brand, your storytelling, and planting the seeds to not only convert subscribers into customers, but lead them to become loyal advocates.”
Senior Product Marketing Manager
Tip 2: Use the onsite notification feed
“Engaged customers are more likely to buy, promote and become loyal customers and that is why providing outstanding and unique online experiences is so important for your e-commerce growth.
The stats and feedback we get from our onsite notification feed users show that visitors who interact with the feed contribute to more revenue than average. If you don’t have a solid onsite engagement strategy, you could be missing opportunities to interact with your customers and build strong relationships.
My pro tip: focus on engaging your website visitors, and the feed can be of great help. Your feed should improve your visitors’ shopping experience: share useful content, special offers, help them navigate, find the right product, or simply learn more about your brand.”
Head of Customer Success
Tip 3: Send an automated post-purchase follow-up email
“Want to get even more out of your marketing budget? Then don’t ignore post-purchase communication. Many marketers stick to the basics: sending out a couple of transactional messages saying thanks for shopping with us, and your order is on its way. And that’s it.
They’re missing the opportunity to use their freshly-converted customers. Assuming people are excited about your products, why not take the chance to ask them for their opinion about their order or service? How about referring their friends to buy from you in exchange for a discount? Or why not provide them valuable tips on how to best care for the product they ordered and suggest some additional items that might go along with it?
Carefully crafted post-purchase email communication can help you increase your customers’ engagement and turn one-time buyers into loyal customers. And if you team it up with a referral marketing campaign and collect feedback for social proof, it can help you grow your customer base faster.
Best of all? If you find the right tools that integrate well, you’ll be able to set everything up without much technical know-how.”
Head of Content Marketing & Partnerships
Tip 4: Use abandoned cart recovery popups
“According to Shopify, 69.57% of online shopping carts are abandoned. Just imagine: for every 30 new customers, 70 others added something to the cart but then left. Huge, right? Assuming you’re generating $20,000/mo in sales, and you would be able to save just 20% of those abandoned orders, you would earn almost $10,000 extra!
When shoppers abandon carts, less than a fourth return to buy. That’s why the best way is to keep them on your page and give them the incentive to continue shopping in your store. And this is where abandoned cart recovery popups do their magic.
Making this kind of a popup is relatively straightforward:
Select exit intent as the main trigger for your campaign
Be sure that this popup will appear only for users who abandoned the carts:
a) Exit intent happens in your cart. You can set up it by targeting condition URL contains “/cart” (depends on what the URL of your cart is)
b) Visitors added something to the cart already. You can use custom properties like “cart value > $0.”
Choose the right incentive to continue shopping. It could be a discount for the current or (even better) the next purchase. Or, e.g., free shipping, a free sample of your different product. It can even be a gif with a crying cat because you’re leaving without the purchase. No good man can handle a sad cat!
Take care of the excellent popup design and eye-catching copy. Avoid cliche quotes like “pssst… I have something for you” or “Wait a minute.” Make it more creative and funny.
Run A/B tests, see what works better, iterate, and increase conversion rate.
Generate more money with your store
As you see, creating a popup is pretty easy yet powerful. Good luck and happy hunting for your abandoners!”
Head of Growth
Tip 5: Send automated responses to customers’ frequently asked questions
“When it comes to e-commerce, product, fulfillment, and customer service are the core foundations. Don’t waste money on marketing if you don’t meet customer expectations in these three areas.
Of course, in the current saturated market, expectations are extremely high. At Tidio, we help our users to implement the best customer support practices available. One of them is chatbots that provide visitors with immediate answers to common questions and requests.
The most popular chatbots in this category are chatbots for FAQs and machine learning-supported solutions automating responses to customer questions about the order status. Improving the customer experience by providing quick answers with chatbots doesn’t only increase the chances of conversion but also builds a proper brand image and increases brand loyalty.
There are also a lot of additional less obvious benefits related to the optimization of processes and work organization of e-commerce teams. Human customer support teams spend enormous amounts of time addressing all requests.
However, by introducing chatbots and thus automating a big share of the tasks of the customer service department, our users achieve noticeable and measurable savings, both finance and time-wise.. The bigger the team and the traffic, the bigger the savings from a chatbot.
What’s more, small e-commerce businesses, even those run by solopreneurs, will also appreciate such smart optimization – the time they manage to save can be spent on growth and marketing activities that are so important for new companies… Or, alternatively, it can help them get some sleep back!”
Tip 6: Leverage social proof with notifications
“Increasing your e-commerce store sales isn’t difficult, but it can be tricky. However, social proof notifications can help you with this. They are a form of social validation that can help you make your customers feel more confident in their purchase decisions. Social proof notifications are a powerful way to not only engage your customers but also encourage them to buy from you.
These notifications that show live visitors, reviews, sales, and limited stock can help you build trust and boost sales by showing what other customers are doing on your e-commerce store. Here are some of the case studies of how users are getting benefits from social proof.
WiserNotify is a social proof tool that automates social proof on your website. An average user has seen a 17% increase in conversion after implementing social proof on their site. And you can use this product completely free thanks to the free plan.”
Founder & CEO
Tip 7: Turn your customers into ambassadors with a great loyalty program
“Every brand is searching for a loyal following of customers that truly engage and love the brand. But how do you build that? Implementing a loyalty program is a must for any ecommerce business wanting to succeed and take its customer experience even further.
Loyalty programs are a great way to get your customers to turn into repeat customers and loyal ambassadors of your business. Not to mention, you acquire first-party data which is valuable in the ecommerce space and ultimately increases your customer retention rate.
According to Smile.io nsights, “50% of consumers said they increase their spending or change their purchasing behavior to get a higher tier status in a rewards program,” meaning shoppers are more incentivized to buy when a loyalty program is in place. A successful program keeps your customers engaged, rewarded for their loyalty, and overall sees the loyalty translate into other areas of your business.”
Content Marketing Manager,
So here you go, seven experienced marketers sharing their tips for achieving better results this year. If you’re someone who wants to grow their ecommerce business, these tips should help.
If you feel like learning more about ecommerce marketing, check out these resources from our blog:
Pawel is a Head of Growth at Wisepops and a Lead Generation&Pop-up Expert.