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SwiftERM Predictive personalisation software for ecommerce

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  • David Swift
  • May 22, 2021 08:20:57 AM
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A Little About Us

SwiftERM is predictive personalisation software for ecommerce. It identifies products that are most likely to be purchased for each individual on your database. Analysing buying habits and impressions it calculates what they are most likely to buy next. Then it provokes the purchase by sending the individual details of those products automatically.

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Understanding customer journey touchpoints

The post Understanding customer journey touchpoints appeared first on SwiftERM.

Understanding customer journey touchpoints. Customer touchpoints are the various moments at which a customer will directly, or indirectly, come into contact with your brand. These touchpoints make up the customer journey, and are key to influencing the customer experience.

They include those aspects of the journey directly influenced by your organisation as well as those influenced or controlled by third parties. This is an important distinction as, while you may not be responsible for a particular part of the journey, it still affects the experience your customer has.

Why is understanding customer touchpoints important?

It’s impossible to improve the customer experience if you don’t know the moments that they go through to make that experience. These moments – the touchpoints in which the customer interacts with the brand – define the experience that customers have.

Multiple touchpoints create a journey. If brands are to successfully influence the customer – to buy, renew or recommend to a family, friend or coworker – then the experience in the moments that matter needs to meet their needs.

By knowing and understanding how customers feel during these touchpoints, brands can focus on improving certain, and often small, aspects to the experience, rather than having to rethink the journey as a whole.

This helps brands to create a tailored approach, instead of having to adopt a one-size-fits-all mindset.

Identifying your customer touchpoints

Before – how did they find out about you? Your customer may find out about you through adverts, billboards, social media, online reviews, or good old-fashioned word of mouth.i

During – which channels and what did they do? This is your point of sale (POS). It could be your website, email marketing, branch, store, or delivery. Customers may interact with sales assistants and call centres.

After – what happens after the sale? These include invoicing, queries, returns, product support, product or service lifetime, newsletters, and customer feedback surveys.

Once you understand and map every touchpoint in your customer journey and collect feedback from each, you will be able to spot ‘pain points’ along the way or areas that need improving.

 

Examples of customer touchpoints:

  • Advertising (inc. digital, out of home, print)
  • Social media
  • Website
  • Email Marketing, including order confirmations, newsletters, marketing and promotional emails and predictive personalisation emails.
  • Physical stores
  • Customer service (cashier, contact center, sales rep)
  • Product reviews
  • Subscription renewals
  • Influencer recommendations
  • Peer reviews
  • Point of sale
  • Customer onboarding
  • Physical and digital events

How customer touchpoints work

Let’s take an example here – a customer looking to take out a mortgage. The customer touchpoints in our example below our customer has seen an advert for an attractive brands they love releasing a new item and their best friend recommended your website.

Your site navigation made it easy to find and potentially affordable – wjsy about in their comfort zone, so the customer decided to put it in their basket to come back to later, and goes off to sleep on it.

  • Your site navigation made it easy to find and potentially affordable – just about in their comfort zone, so the customer decided to put it in their basket to come back to later, and goes off to sleep on it.
  • They instantly receive an email, telling them it’s still in their basket, inviting them to complete their purchase.
  • The customer forgets about it for a few days and receives a predictive personalisation email. That product is the lead item of an assortment of items you’ve recently introduced all on-point to them as an individual. their choices, their brands, colours, material, textures etc
  • The customer decides to buy it, paying, agreeing your terms and conditions, and thereafter receives a confirmation of order email, and subsequent delivery notification emails, from you, and dependent who you use the delivery company too.
  • The product turns up packaging, accoutrements and return opportunity included. The process is now complete.

So that’s a total of multiple touchpoints – and for many shoppers there will be much more back and forth too – up to the point of purchase.

Following completion, there may be more, like annual or monthly interactions with the customers and when they want to spend more each month.

Turning your touchpoints into a journey

Customer touchpoints, together, form a journey. This is the process, or order, in which a customer might directly or indirectly interact with your brand. Customers take multiple different journeys with a brand, influenced in different ways.

After all, this is why integrated marketing campaigns exist, to meet the needs of different target audiences. However, understanding these different journeys is important in order to be able to improve the experience of each journey, and of each target audience. It is essential you understand and appreciate ecommerce marketing.

This whole process is called customer journey mapping. It provides an overview of every way in which a customer might interact with your brand. It covers how they:

  • Research the product/service/brand
  • Buy
  • Use the product
  • Seek customer service support
  • Express their displeasure
  • Recommend the product
  • and more

Then, when something isn’t working or could be improved then it’s possible to look at the process visually and come up with solutions to make it better for customers.

An action-orientated approach to customer touchpoints

Understanding how your customers interact with your brand throughout the customer journey is vital, but it will only prove effective if you take action on the insights that you uncover. For example, if it becomes clear that the onboarding process is damaging the customer experience, then action needs to be taken to rectify that.

The better the experience in these moments, the more likely you’ll be able to influence the customer to complete your goal – whether that is to buy a product for the first time or recommend to a friend.

Marketing automation for B2C
Ecommerce email marketing campaigns
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The post Understanding customer journey touchpoints appeared first on SwiftERM.


Direct-to-consumer (DTC) Subscription Benefits

The post Direct-to-consumer (DTC) Subscription Benefits appeared first on SwiftERM.

Direct to consumer (DTC) subscription benefits brands but is nothing new, but with the rise of e-commerce businesses and online shops, DTC subscriptions have never been easier to fulfil. In recent years, the subscription box model has become popular among direct-to-consumer brands. Subscriptions are now a fast-growing strategy in e-commerce.

From startups to large corporations, many businesses are embracing DTC subscription models. This is because they allow them to have long-term relationships with their customers. Consumers, too, have found value in the subscription model as it offers them value and cheaper prices.

It’s much easier for brands to connect directly with the end-user of their products in the digital era. This, along with users’ increasing desire to purchase directly from manufacturers, is the spark triggering the subscription service sector’s astronomical growth.

How DTC subscriptions differ from general subscriptions

As the DTC subscription becomes more popular, it’s differences with general subscriptions become more evident. Here’s how they differ:

Manufacturers have the ability become subscription retailers

In most industries, the role of manufacturers is often at the periphery. They make the products and distribute them to retailers who then interact with consumers. This, however, is changing. Manufacturers have become more connected with consumers, who also desire to purchase products from the source. This now gives manufacturers an excellent window to add subscription retail in their catalog of products and services.

Policies can be more flexible

In a bid to assure consumers and retailers of the quality of products, manufacturers often put in place return policies, money-back guarantees, as well as cancellation procedures. However, since there are many players between the manufacturer and consumer, the risks are significantly higher. As a result, such policies are usually strict and rigid.

By working directly with consumers, manufacturers have more control over their products, and the risks are lower. This affords them the luxury of being flexible with policies.

You may be using a DTC subscription brand without realising

The DTC subscription model has gained popularity in a relatively short amount of time during the pandemic. In the process, many businesses have adopted DTC marketing strategies to build their brands. As such, there are high chances that you may be using a direct-to-consumer subscription brand without knowing it. Some of the DTC brand you may be using without knowing include:

Dollar Shave Club

When it comes to DTC subscription model success, the Dollar Shave Club is an ideal benchmark for most organizations. The brand was propelled to success courtesy of a simple one minute and 33-second video showcasing their razors. Within the first two days, the video had garnered 4.75 million views, with 12,000 people subscribing to get their razors.

Instead of using the traditional retail channel to get to customers via stores, they opted for the DTC service model.

Warby Parker

Shopping for eyeglasses can be a hassle. This is exactly what Warby Parker set out to do from the word go. Instead of customers going out to shop for eyeglasses, Warby Parker sends them multiple suitable options to choose from, in the convenience of their homes.

Their simple solution, coupled with creative marketing ideas, has seen the brand gain customers in thousands.

Casper

Buying a mattress may seem like an easy task but wait until you hear all about the things you need to consider. Even before you get to the price, you should know whether you need a soft, semi-firm, or firm mattress. Other considerations include size and whether you want gel, memory foam, or a hybrid.

This process can be long and tedious, which is why Casper, a mattress company that relies on non-traditional marketing methods, has become a popular choice for buyers. Instead of going toe- to-toe with the sector’s big boys, Casper elected to target a millennial audience in urban areas. For their marketing, they used social media influencers such as Kylie Jenner, which helped double their sales.

BarkBox

Your furry little canine friend may be a full-fledged member of your family, but taking care of them can be challenging at times. This is especially so when it comes to buying pet food, treats, and toys. BarkBox is an innovative company that addressed this challenge by adopting a DTC subscription model.

Through their subscription service, customers have pet products and services delivered right to their doorstep. Each month, a pre-packed assortment of dog food and treats are sent to the customers.

The benefits of choosing a DTC subscription model

If executed well, a direct-to-consumer subscription model can yield astonishing results. A perfect example of this is Amazon. Before the launch of its Prime Subscription Program in 2005, the company was struggling against online retailers such as eBay.

Some of the advantages of a DTC subscription model include:

No markups

One of the primary benefits of the DTC model is that there are no markups as there are no middlemen involved. This means that goods can reach consumers at more affordable prices, making it a win-win situation.

More control

As a manufacturer, you have a responsibility to your consumers to ensure that goods are high quality, accessible, and are delivered on time. Such factors were hard to control with the traditional model as goods are handled with several parties before reaching the end-user.

Wider array of pricing

When products are distributed through retailers and other third parties, manufacturers are forced to sell at low prices to ensure goods reach the market at competitive prices. A DTC approach eliminates markups, allowing you to charge more per product without passing on the burden to consumers.

Recurring revenue

Many businesses fail within their first five years. Though there are numerous reasons for this, cash flow problems contribute to the failure of 82% of small businesses. Cash flow problems do not signify that a business is not profitable, but that revenues are unpredictable.

With a direct-to-consumer model, you can eliminate such unpredictability with your income. Not unless your churn rate is high, it will be easy to project income as you know the number of active clients you have. From this information, it will also be easier to make accurate growth plans.Increased customer lifetime value

Customers who make a one-off purchase are great, but they’re not dependable in the long run. The best way to build a stable and scalable business is by creating a pool of loyal customers. Adopting the subscription model allows you to create long-term relationships with customers,  maximizing their lifetime value for your company.

However, for you to capitalise on such relationships, they must be based on trust and reliability, which then becomes loyalty.

 

Marketing automation for B2C
Ecommerce email marketing campaigns
Personalisation is essential to email marketing

The post Direct-to-consumer (DTC) Subscription Benefits appeared first on SwiftERM.


Marketing automation for B2C

The post Marketing automation for B2C appeared first on SwiftERM.

Marketing automation for B2C is the process of utilising technology to streamline marketing efforts and make them more effective. It uses a single automation platform to manage every aspect of every campaign from the same place, including but not limited to email and social media marketing, mobile messaging, and managing ads. 

Through tracking and analysis of visitor behaviour, the best marketing automation software enables teams to create 1-to-1 cross-channel journeys that lead to a unified experience for the customer. This improves the efficiency of a sales funnel, quickly turning a broad base of leads into happy customers by using a combination of tactics.

B2C marketing involves familiarising the customer with a business’s brand and product set and giving them a compelling reason to purchase. B2C marketing automation both supports the nurturing process and automates the sales process so that it is quick and requires minimal or no involvement from a sales team. While B2B marketing automation is all about long sales cycles, marketing in a consumer-facing environment is all about convincing potential buyers over a much shorter time frame. Marketing automation can supply useful content that develops trust in and respect for the brand, educating potential customers about its services and helping them to qualify their interest.

 

Further along the funnel, once prospects have narrowed down the types of products they’re interested in, the business can use automation to reach out with targeted messaging specifically tailored to those groups most likely both to respond and to benefit the business

Finally, as activity tracked via the marketing automation system indicates yet more focused interest, a qualified, comprehensive and well-understood lead is automatically handed to the sales team.

 

Create journeys for sales and for brand awareness

B2C marketing automation is also about tracking potential customer behaviour to decide a messaging strategy, but the big difference comes in the duration of campaigns. A consumer campaign needs to gain the customer’s interest very rapidly, with the road to checkout kept short, simple, obvious and enticing.

That’s not to say there is no place for longer-term strategic approaches to the customer base. Building brand loyalty and trust is also vital in B2C, as is market education. But these take a different form to the multi-touchpoint journey of B2B, with its deeper requirements in terms of product knowledge.

 

What’s the difference between CRM and marketing automation?

The roles and functions of marketing automation and CRM overlap and complement each other, and in many businesses, the two systems combine to maintain a consistent, detailed profile of an individual from contact to lead to prospect to customer.

Generally speaking, however, marketing automation tends to focus more on the automation of tasks for lead generation and lead nurture, with the ability to do this at significant scale. First, marketing automation gets a handle on prospect interest and handles lead generation and lead nurturing at scale by means of campaigns across a wide range of online and offline channels.

With a harmonised approach, sales staff can access information on a lead’s behaviour, the pages they visit and the content they download, for example, while marketing teams can see a customer’s past buying behaviour. And reporting and analytics across the closed loop between marketing automation and CRM allow businesses to hone campaigns to greater effectiveness.

Predictive personalisation software (PPS) is 100% automatic, requiring no staff whatsoever once it has been installed. This keeps the biggest cost impact on product sales GP to just that, the whole of the GP – only less the cost of the software itself. By marketing automatically to each consumer the temptation or necessity to best guess segments, to clone them into, goes away. Instead of each consumer being “in a group” of people that might be tempted by an offering, but for being presented it, they are shown products exclusively chosen for them.

Research my the likes of McKinsey and Statista illustrate it is as much as twenty times the return traditional marketing facilities deliver – combined. If you haven’t got PPS installed at this very second, you are in serious trouble, as someone else is taking your business, and you don’t know it.

Ecommerce email marketing campaigns
Personalisation is essential to email marketing
Web 3.0 will change the online landscape forever

The post Marketing automation for B2C appeared first on SwiftERM.


Ecommerce email marketing campaigns

The post Ecommerce email marketing campaigns appeared first on SwiftERM.

Ecommerce email marketing campaigns are now enjoying a resurgence as a way to reach their customers with relevant, personalised messages at the right time—despite the ever restrictive fears of the web police, in fear of anything you might send anyone else, without their wanting to put in their two-penneth. Use of email has increased by huge proportions globally and has no signs of slowing down.  

Sending irrelevant or unwelcome messages to the wrong people at the wrong time is a surefire way to squander email as a valuable marketing channel.

There are three core categories of ecommerce marketing emails: transactional, promotional, and lifecycle.

  1. Transactional emails are sent during checkout and other purchasing actions and are more functional in nature, sending key information to individual customers. Order confirmations, receipts, and order-shipped emails all fall within this category.
  2. Promotional emails are designed to raise awareness for a specific deal or (you guessed it) promotion. For example, a Black Friday Cyber Monday email, a Mother’s Day gift guide email, a summer savings email, or a limited-time-only discount email would all fall under this category.
  3. Lifecycle emails, also known as “triggered” emails, are so named because they’re sent based on what action a shopper took and where that shopper is in the customer lifecycle. For example, a cart abandonment email is triggered only after a customer leaves products in their cart.

     

    Transactional emails

    According to a study done by Campaign Monitor, transactional email open rates are eight times higher than non-transactional emails. And Constant Contact reports that the average email click-through rate (CTR) is 11.3%

    Now, why is that? Transactional emails are not just expected, they’re anticipated. Customers seek them out. Because of their high engagement, you shouldn’t skimp on making your transactional emails great. Let’s start with a few basic transactional emails your store should send out.

    Order confirmation and email receipts

    The average open rate for an order confirmation email, or a receipt, can be as high as 80% to 85%, depending on the industry. You’d be wise to use the near-guaranteed attention receipts receive as an opportunity to keep a customer after an initial sale.

    First, however, you’ll want to ensure your email receipts answer the basic questions customers have: when they can expect to receive the order, what address you’re shipping to, and where they can ask questions. Only once the fundamentals are in place should you experiment with extras.

    For repeat customers, try suggesting related products, or include the option for an add-on or accessory to their purchase before it ships. Crate & Barrel sends an order confirmation email before it ships packages to its customers, inviting them to add more items to their box.

Ways to improve order confirmation emails

  • Upsell related products by suggesting accessories, offer the option to buy the same product for a friend as a gift, or add the option for a subscription purchase.
  • Offer a discount code or free shipping for a future purchase within a limited time frame. This is called a bounce-back offer, and it’s one way the loss in revenue you’ll incur by giving a discount makes sense, because it’s often better to have the customer come back at a cheaper price than not at all.
  • Ask the customer to join your community. If you’re selling a purely functional product, this may not work. But businesses that seek to have shared values with their customers should use their receipts as another avenue to get customers plugged into their community.

Shipping confirmation email

Shipping confirmation emails are sent once a package has been shipped. They’re valuable because your customer is already excited about receiving their order—they’re also an underused opportunity to get creative and delight your customers.

You can think outside the box in terms of converting more customers, too. How can you use the shipping confirmation email to drive action and deepen a customer’s relationship with your brand?

Tradesy uses its shipping confirmation email to promote its referral program, encouraging customers to gift their friends and family $20 off.

 

 

Shipping confirmation emails are especially effective when the CTAs are personalised to the customer’s purchase. For example, if a customer purchases a pair of men’s pants, product recommendations could focus on matching shirts and ties instead of less relevant apparel, like a full suit or women’s clothing.

Ways to improve shipping confirmation emails

  • Make it easy for your customers to track their order. Include the expected delivery date and tracking number linked to the shipping company so people can click once to see exactly where their order is in the delivery process.
  • Suggest the customer refer a friend by forwarding a link to the product they purchased. Incentivize word-of-mouth marketing by implementing a referral program with rewards.
  • Include product suggestions that match a customer’s purchase. Make sure you’re asking shoppers to purchase something they’ll actually be interested in.
  • Repeat ordering option. Often overlooked but things wear out, get eaten or used, especially consumable products. So don’t forget, for the retentive few that keep their emails, to include facility for customers to click on an old email and order the same product again without changes. They bought it once and therefore are head and shoulders ahead of those customers likely to buy that product again.

Check-in email

Many brands neglect customer feedback at their peril. Fortunately, soliciting feedback can be as simple as sending a survey or a single question about the customer’s shopping experience.

You can send customers to a third-party survey tool for feedback, or include the full survey in the email itself. Oftentimes, businesses do that by using a rating system (e.g., “Rate your experience”). You can also send customers to a survey available on your store. This makes it easy to prompt a satisfied customer to start shopping once their review is complete.

What about those who are less than happy with their previous purchase? Follow up is essential here, first to prompt a response and next to figure out how you can improve the experience for future customers.

Ways to improve customer feedback emails

  • Focus on customer satisfaction, not sales, so you can get your customers’ thoughts on their purchase. Track these metrics over time and look for actionable insights you can implement to improve your business.
  • Consider placing the customer review/survey form on your website so the customer can see related offers and products after submitting their feedback.
  • Include the review on the product page as user-generated content to boost future buyers’ confidence.

Thank you email

A great way to inspire loyal customers is to send out thank you emails for their interactions with your business. This allows your company to stay visible in their inbox and gives you another opportunity to increase your click-through rate with coupons and links to your page. 

According to the data gathered through HubSpot’s email, thank you emails are twice as engaging as general marketing emails. Thank you emails generated a 42% open rate and a 14% CTR, while general marketing emails generated a 12% open rate and a 6% CTR. 

You can create basic text based emails or use templates that are automatically generated. Companies like Bee Content Design offer templates and services for all types of emails for your business. In the example below, Bee sends out thank you emails to its email subscribers. 

  • Keep it simple. Make the message short and sweet and offer a call to action so customers can continue to interact with your business.
  • Use smart CTAs. A smart CTA automatically changes based on who is viewing them. This will make your thank you a much more personalized email and make it more likely that your customer will follow through with that CTA.
  • Make them social-media friendly. One of the best ways to get your marketing emails to the right people is to have them shared. Now your customers can do that by forwarding the email itself, but if they can share it on social media, they’ll be able to reach a lot more people a lot more quickly.

    Promotional emails

    Broadcast emails are sent to your entire list of subscribers or, more commonly, to a segment of your email list. Examples of broadcast emails include a new product release, monthly email newsletters, a time-sensitive promotion, seasonal deals, or a content update.

    You can think of these emails as messages you send when you have something newsworthy to share, so carefully consider your underlying goal, offer, and the segment of subscribers.

    New products (or services)

    New products often are developed thanks to feedback from customers, so there’s no better place to begin when launching a product than with your subscribers. If your latest release appeals to a specific set of your customers, for example, you can segment your list based on previous purchases.

    Time-sensitive deals

    Create a time-sensitive promotion that relates to customers’ interests. Offer a discount on the same category of items they bought the week before. Remember, when a sale is compelling, it’s best not to let overly clever copy get in the way.

    Subscriber-only discounts

    Whether you send a regular newsletter or set up a drip campaign about special promotions, you can always include discount codes to boost your subscribers’ motivation to make a purchase. Offering a feeling of exclusivity and membership is a great way to introduce emotion into your marketing.

    You can see how retailer Pioneer uses subscriber-only discounts in the email below. The brand teases its future Black Friday sale, letting subscribers know they’ll receive a special promo code on the day of the sale. 

Seasonal promotions

A traditional and effective form of email marketing is notifying subscribers of special offers based on upcoming holidays or the time of year. You might want to let your subscribers know about a Black Friday sale, an after-Christmas sale, or a spring clearance sale. You can also remind people about upcoming holidays, like Father’s Day.

Apparel brand Everlane promotes its Black Friday sale through email via banners. It uses a lime green banner color, so it stands out to receivers, and promotes 40% off for the sale. Potential shoppers can head to the site easily by clicking on the Shop Now link.

Newsletter

A regular newsletter can help with the important tasks of educating your customers and telling your brand story. Customer case studies and brand stories are an under-appreciated way of staying in contact and building closer connections with customers (and prospects) without relying on discounts or promotions.

In the example below, Rothy’s shares more information about the brand’s mission to make a positive impact on the world, specifically how the company supports sustainability. It’s a smart way to form a stance and speak to customers who feel the same way.

 

Everyone loves a compelling story, so if you can find a notable one from a staff member, customer, or even your own business and life, consider using it as a topic for a newsletter. Maybe a customer used your fitness products to lose 50 pounds, or you could share what originally inspired you to start your business. Whatever the story is about, it should be both interesting and relevant to your brand.

Content update

Email is often the lifeblood for new content. If you use content marketing to educate current customers and reach new ones, consider including that content in a regular newsletter, or have new content sent out automatically over email, through RSS. When you’re able to make the investment, consider creating content that provides additional context for your new or updated products (e.g., grooming tips for beauty products).

Upsell email

An upsell email is a marketing device that triggers after a customer puts an item into their cart when shopping in your ecommerce store. It informs your customer that there is a premium or upgraded version of the item. The right upsell email will encourage your customers to go with the upgraded service, giving you a higher sale. 

In the example below, Athletic Greens offers readers the chance to upgrade to a subscription. If the reader takes advantage of the deal, they can save $20 per month and get a host of extra benefits.

 

Cross sell 

Cross-sell messages are triggered emails sent based on previous actions taken by the receiver. These emails pull in the purchase history, browser behaviour, and other profile data, and are sent a few days after the initial action. 

Apparel marketplace Lyst sends a message based on brands customers are interested in. You’ll see in the example below, the receiver can browse their favorite brands in the email window and click See More to browse the collection. 

Lifecycle emails

Lifecycle emails are powerful because they’re personal and only target a small segment of your subscribers with relevant messages based on their behaviour.

There are a number of effective lifecycle (or triggered) emails even a new store owner can consider: cart abandonment emails, a welcome email series, second-order emails, and win-back campaigns. Each of these emails has the potential to make a significant impact on customer satisfaction and retention.

Shopping cart abandonment emails

The average shopping cart abandonment rate sits between 60% and 85%. That’s a lot of revenue left unrealized. Fortunately, you can win a few of those potential customers back. Abandoned cart emails typically can recover between 5% and 11% of otherwise lost sales.

Abandoned cart campaigns are the closest thing there is to a “quick win” in ecommerce.

You may want to consider including an added incentive for completing a purchase, though this can coach shoppers into abandoning their carts for a discount. At the very least, use benefits-driven copy that nudges them back to your store with credit card in hand.

While plain text can be effective, you may want to visually show the products a customer added to their cart. In either case, remind them they were just moments away from a completed order, and focus on the reasons why they’d consider buying the product in the first place.

Rudy’s barbershop sends a cart abandonment email with a limited-time free shipping offer.

 

Ways to improve cart abandonment emails

  • Put the main message in text format so customers will see it right away without having to enable images. Include a link back to their shopping cart so they can easily complete the transaction.
  • Remind the customer about item(s) in their cart that are awaiting purchase so they can get excited about them again. Highlight specific features and show off high-quality product photos.
  • Consider communicating a specific incentive to return to their cart, such as free shipping or discounts. If an item is running out of stock, let customers know as a courtesy while also instilling a sense of urgency.
  • Use a clear, compelling call-to-action. Keep it concise and limit yourself to a single call. Multiple CTAs can distract from the action you really want the customer to take: completing their purchase.

Welcome email series

Welcome emails are what you receive when you submit your email address to an online store—you’ve likely seen them in your inbox after creating an account or joining a newsletter.

According to a study done by GetResponse, welcome emails have an average open rate of 82%. Though the data varies, first purchase email automation generally produces three to six times more sales compared to a regular promotional email. 

In addition, though a series of welcome emails may perform better than a single send, engagement drops off after the first email in the series. 

Shoe insole retailer Fulton is a great example of a welcome series. The brand offers a 10% discount code with free shipping and free returns on the customer’s order. This email is triggered immediately after signing up for the brand’s email list. 

Ways to improve welcome emails:

  • Provide value upfront. You don’t want to inundate customers with promotional messages during your only window of opportunity to create a strong first impression.
  • Send your welcome email within minutes. Let’s say you incentivize joining your newsletter with a promo code for 10% off the customer’s next purchase. If someone is ready to purchase now and they don’t receive that promo code, you risk losing out on the sale for good.
  • Set transparent expectations. Let subscribers change preferences easily, inform them what and how frequently you’ll be emailing new content, and remind them of how they ended up on your list in the first place.

Second order emails

Let’s say you sell video games. You might notice that, on average, a week after purchasing a video game console, 20% of customers purchase a second controller. Another 50% of customers don’t return at all.

In order to turn that 20% into 70%, you design a new customer or second order email campaign. Quite simply, when an order comes through for a video game console, an email campaign that showcases controllers triggers a week later.

This requires that you start looking at your customers and segmenting your data in Google Analytics. Some people will buy the controller when they buy the console, but there’s a sizable segment that doesn’t, which is where you have leverage.

Ways to improve second-order emails:

  • Start with your two or three top-selling products. Are there any complementary products associated with your top-selling products?
  • Try increasing their effectiveness with discount ladders. In this scenario, all you did was highlight a complementary product. You could also try offering a discount on that complementary product. Or try offering a discount ladder: 5%, then 10% if they don’t bite, then 15%, etc.
  • Test campaigns based on your own data. No one can tell you what your top-selling products are or which products would be complementary to them or when to send the one-two-punch campaign. These campaigns will look different for everyone.

Win-back series

Win-back email campaigns come in different shapes and sizes, but they’re all designed to lure lapsed customers back to positive purchasing behaviour.

Let’s say you’ve done a bit of digging and you know that customers tend to come back and make their second purchase after 45 days. If 45 days come and go without a second purchase, you know it’s unlikely that customer will ever make a second purchase.

Or let’s say you’ve had an active customer who has purchased from you every 45 days or so for the past six months. 

Recently, he’s been MIA. No orders over the last 44 days. This is where a win-back campaign goes to work. An email would automatically be sent out after 45 days of no activity, because you know, according to your store’s unique situation, that’s unusual for a healthy, active customer. Outdoor Voices, for example, offers inactive subscribers $20 to use for online purchases over $100.

 

Ways to improve win-back emails:

  • Test early so you don’t leave money on the table. Split test these emails to find out what the minimum amount you can offer without losing conversions is. Can you get away with 5% instead of 10%? 10% instead of 15%?
  • After 90 days of inactivity, the outlook is not good. If someone goes three months without purchasing, the odds of them returning to purchase are not great. Though, this is definitely dependent upon your store and industry. Some stores simply have a long sales cycle. Just be aware that you will probably start experiencing diminishing returns at 90 days.

Referral 

Referral emails are a great way for a business to spread the word about its brand and what it has to offer. According to Nielsen Marketing, 92% of consumers trust referrals from people they know.

If you look at the example above, MeUndies offers a 20% referral coupon to anyone referred to the brand by a customer. On top of that MeUndies, gives the customers who are doing the referring $20 for each referral that results in a sale. 

Ways to improve referral emails:

  • Have a good headline/subject line. Make it clear and to the point and make it easy for people to see what you’re offering. Personalizing it will also give your headline extra appeal.
  • Offer a good incentive. A good incentive will do wonders for your referral program. A coupon or free trial can go a long way to introducing your business to a new audience.

Survey email

Getting feedback from your customer base is crucial to improving your business. The survey email helps you collect data that can gain and retain customers.

If you’re thinking of branching out or adding a new product or service to your repertoire, you can run a poll to see what sorts of things your customers would like. You can also use surveys to check out the competition your customers like and ask them why.

The great thing about survey emails is you can ask your customer base whatever it is you’ve been wondering. Just take a look at Handy. It uses a simple one-question poll and presents it in a fun way to see what sorts of cleaning services are more in demand for its customer base. Using this information, it can arrange deals that push certain services or take advantage of demand. 

Ways to improve survey emails:

  • Make your subject line eye-catchingand fun. Use action words and inviting text that will encourage your customers to participate in your survey.
  • Say how long it will takeand the incentive you’re offering. Make it clear how much time the customer will spend on the survey—it could be a single question or an hour-long endeavor. And make sure to include an incentive that is equal to the time you’re asking your customer base to spend. 
  • Create a sense of urgency. Giving your survey a deadline will prevent your customers from delaying in filling out your survey, allowing you to get the data you need in a timely manner.

Predictive personalisation the future of ecommerce email marketing

Personalisation, if not already then imminently should be, an essential part of your business strategy.  Of course personalisation is great, you’ll know this yourself first-hand, but the content that follows that initial promise of something ‘for me’ must be hugely relevant to each individual. you can do that using staff, no matter how many you can afford to have the return is just not viable. Hence the advent of predictive personalisation software.

Until the introduction of PPS (predictive personalisation software) to email marketing, which obliterated previous stats, massively outperforming them, was the perception of what could be achieved realised. Only you have the benefit of the knowledge of everything going off on your website. There is a pattern created by each individual consumer’s activity, each visit for example typically leaves 100 impressions per visit, Each suggest a strategy both rare and personal to that one person. Not forgetting what they don’t look at or fail to be attracted to at that instant is equally important to clear the way for things that are. Market research companies including McKinsey and Statista both offer a figure in excess of 20x the return of traditional email marketing.

Solutions like SwiftERM use every facet of data collected through your ecommerce platform, including much not stored on many including Shopify and Magento, but rather by UTMs used by these specialist plugins, that retrieve the information for you. We then analyse it to identify what each individual unique consumer is most likely to buy next and when. When doing your calculations take into account that PPS is 100% automatic, so deduct all staff overheads.

Imagine knowing exactly what each person will buy next, and having a means to be able to present exactly those items to them, before anyone or anything else in the world gets a look in. (Abhorring segmentation, as the practice of shutting the wrong people in a box together gets what it deserves – very little return.)

Only you have the benefit of the knowledge of everything going off on your website. There is a pattern created by each individual consumer’s activity, each visit for example typically leaves 100 impressions per visit, Each suggest a strategy both rare and personal to that one individual. Not forgetting what they don’t look at, or fail to be attracted by, at that instant is equally important to clear the way for things that are important. 

 It is essential to adopt technology to embrace online highest returning experiences enjoyed by customers elsewhere in their lives. Email marketing for example can now be equally personalised to each individual, that in comparison to its peers leaves it standing as far as ROI is concerned. The introduction of PPS (predictive personalisation software) to email marketing, has surpassed all the comers by a country mile. 

PPS email solution SwiftERM use every facet of data collected including much not stored even by the most advanced platforms themselves, but rather by a specialist SaaS plugin that retrieves the information for you. It then analyses it to identify what each individual unique consumer is most likely to buy next and when. When doing your calculations take into account that PPS is 100% automatic, so deduct all staff overheads.

Personalisation is essential to email marketing
Web 3.0 will change the online landscape forever
The psychology of ecommerce personalisation

The post Ecommerce email marketing campaigns appeared first on SwiftERM.


Personalisation is essential to email marketing

The post Personalisation is essential to email marketing appeared first on SwiftERM.

Personalisation is essential to email marketing. Consumers have come to demand and expect relevant and personalised content and experience, both online and offline. To meet those demands, marketers are striving to leverage email personalisation to move toward one to one experiences that not only meet, but exceed consumer expectations and set them apart from the competition.

 

What is email personalisation?

Personalisation, in the context of email marketing, is the act of targeting an email campaign to a specific subscriber by leveraging the data and information you have about them as an individual, not part of a collective or segment. Ten years ago you’d be offered articles telling you it is information like their first name or the last product they bought, where they live, how many times they log in, or a number of other data points. Today, it is every nuance of that individual’s life when they visit your site. The length of time they browse items, what they return to, when, where they exit to, and importantly the thought process which culminates in a buying decision etc. But beware wherever you read the word “segmentation“, remember it is no longer personalisation. (As the research will illustrate below this equates to 20x less ROI).

Personalising your email campaigns is a proven way to increase your open and click-through rates and can have a measurable impact on your ROI and revenue. Studies have shown emails with personalisation are 26% more likely to be opened than those without.

These results stem from the fact that personalised emails are more relevant to subscribers. Instead of receiving a campaign with generic offers and messaging, your subscribers will receive an email that is targeted directly at them, includes their name, and provides offers (products, promotions, etc.) that are relevant to their interests.

It is important to be discerning here, as many articles still flourish online. At SwiftERM each and every email sent by us, for our leading retail clients, is unique to the recipient. In fact, so important are the smallest changes made by each impression, that rarely do they ever get the same content twice. If any pattern (and therefore explicitly alternate pattern too) is established, the artificial intelligence of a machine learning algorithm identifies it, notes it, ranks it.

But instead of acting immediately on it, what it does is to rank that pattern in comparison with others, selecting only the one that deliver the highest buying propensity in choices of product to offer. So if Kylie clicks on a “sparkly top” 7 times, and stays on it for a minimum of 3 minutes at least twice, she might have a likelihood of buying it 27% higher than another sparkly top, visited in the last 5 visits. But if an abandoned cart item (for her) out performs the above equation, chances are offering that product first would prove more beneficial – the permutations are endless. Now compare this to segmentation, where poor Kylie is merely lumped together with everyone who had bought a top in the last 3 months. Yipes! You can see why sales disappear into oblivion in comparison.

Keeping with the same analogy, if having sent the item it is neither clicked on, or indeed the email not even opened, without the facility (time, money, effort etc) to understand what happened, the algorithm can use historic data from the same process, to decide how much to adjust the Sparkly top in relations to its product peers up or down, according to only Kylie’s actions. In this case it would be reasonable to suggest unopened keeps it up the pecking order, while opened and not influenced to browse let alone buy, would see it moving down the propriety list pretty rapidly. Acknowledging that there are many more reasons why she might not have opened it that a professional algorithm takes into consideration, not least of which is being on holiday.

Performance propels outperformance

Research shows that personalisation most often drives up to 20x the revenue lift (with company-specific lift driven by sector and ability to execute). The more skillful a company becomes in applying data to grow customer knowledge and intimacy, the greater the returns. For digitally naive companies that forge a data-backed, direct-to-consumer model, personalisation isn’t just how they market, it’s how they operate.

Those leading the charge in personalisation also have better customer outcomes. Their focus on the relationship and long-term value leads to better upward migration, retention, and loyalty.

Personalisation can also be a revenue accelerator even for businesses that typically lack direct access to customers such as companies in the consumer packaged goods segment. Among these companies, those with the fastest rates of revenue growth were far more likely to prioritise personalisation than slower growers. The research suggests that even small shifts in improving customer intimacy create competitive advantage – and these benefits grow with maturity.

Out-performers organise their business around personalisation

Companies that achieve the best results from personalisation approach it differently. Rather than seeing personalisation solely as a marketing or analytics problem, they view it as an organisation-wide opportunity. Rather than focusing solely on short-term wins, they look for long-term drivers of growth and emphasise customer lifetime value.

Personalisation to succeed in challenging times

If you were interested in a company’s product or service, and that company found a way to reach out to you with a message that showed they wanted your business and truly understood your needs, would you be more likely to buy? Of course, the answer is yes. But the real question is – can your company survive when competitors are doing the same to your customers?

The good news is that it’s easy to stay in the game. Simply invest in an automated, personalised marketing strategy and use an automatic predictive personalisation email marketing campaign as a kick-off point, and watch the leads flow in. You won’t regret it when the time and energy spent is paid back quickly in increased sales – in fact, you’ll wonder how you ever did business without it.

Personalisation and personality

One thing about DTC buyers is they love to feel a connection with the brand they are buying from; a way to show off their personality. Stick to the integrity and story of your brand but embrace the new ways of storytelling and marketing that highlight how your products are different from its competitors. By writing engaging product descriptions, showcasing materials and designs on the website, and more, there is a myriad of ways to emphasise a product’s uniqueness. Embrace other unique ways to sell products with merchandising or special releases.

It is essential to adopt technology to embrace online highest returning experiences enjoyed by customers elsewhere in their lives. Email marketing for example can now be equally personalised to each individual, that in comparison to its peers leaves it standing as far as ROI is concerned. The introduction of PPS (predictive personalisation software) to email marketing, has surpassed all the comers by a country mile. PPS email solution SwiftERM use every facet of data collected including much not stored even by the most advanced platforms themselves, but rather by a specialist SaaS plugin that retrieves the information for you. It then analyses it to identify what each individual unique consumer is most likely to buy next and when. When doing your calculations take into account that PPS is 100% automatic, so deduct all staff overheads.

Imagine knowing exactly what product each individual person will buy next, and having a means to be able to present that exact item to them, before anyone else gets a look in. Abhorring segmentation, as the practice of shutting the wrong people in a room together always works, not.

Only you have the benefit of the knowledge of everything going off on your website. There is a pattern created by each individual consumer’s activity, each visit for example typically leaves 100 impressions per visit, Each suggest a strategy both rare and personal to that one person. Not forgetting what they don’t look at or fail to be attracted to at that instant is equally important to clear the way for things that are. Market research companies including McKinsey and Statista both offer a figure in excess of 20x the return of traditional email marketing.

 

Web 3.0 will change the online landscape forever
The psychology of ecommerce personalisation
The ecommerce wine retailing guide

The post Personalisation is essential to email marketing appeared first on SwiftERM.


Web 3.0 will change the online landscape forever

The post Web 3.0 will change the online landscape forever appeared first on SwiftERM.

Web 3.0 will change the online landscape forever. Social media has become a genuine staple of our society this century. From the induction of MySpace to the advent of Facebook, YouTube and Twitter, and then later on lifestyle-focused Instagram. All part of the surge that Web 2.0 brought. The introduction of these platforms also highlighted a bevvy of issues that Web 3.0 could be well placed to fix.

Web 2.0’s social media model is strongly predicated on the accumulation of mass amounts of data from its users. This data is then utilised and exploited for advertising revenue, with only a handful of companies (Meta, Alphabet, and Twitter) controlling the market.

The users themselves on these platforms however have not profited from the value of the data derived from their usage. Decentralised networks will have the potential to shift that power balance.

If you remember MySpace, with each profile being heavily customisable through music and branding, this is very much the evolution of that.

A whole host of possibilities from this is evident. Greater control to exploit and generate income from content, cybercrime and fake content being heavily nullified through blockchain, further opportunities to interact for the advertising industry, increased authenticity, and development of digital labour markets across the world.

Real-world application

Entrepreneur Max Logan has been using social media to develop his growing watch business. Generating strong profits from sales through his influencer status and use of his social network. “I started by buying Gshock watches and realising that there is very little room for profitable trades. I eventually worked my way up to Breitling then Rolex, Patek Phillipe, and Richard Mille,” Logan said.

He added: “I am an influencer and show off the watches I invest in for about a year before listing them for sale. Showcasing the watches helps me gain potential buyers on social media platforms rather than selling to a watch dealer who takes roughly 20% off the market value.”

Logan has accumulated a genuine following of watch enthusiasts, collectors, and buyers across social media. Talking about the advent of Web 3.0, Logan believed it could drastically change consumerism.

“I used social media to grow a community of like-minded people to learn and do business with. The possibilities Web 3.0 brings are legitimately endless for me in not only communicating and growing a community but being able to have a means of large scale economic transactions to grow my business.”

“It’s exciting what’s happening, and I’m planning on being a first-mover to capitalise on the technological growth and help the entire watch market grow.”

“I’ve been buying and selling watches for over 10 years with my best sale generating over $175,000 in profit. For an entrepreneur like me, Web 3.0 is going to be something that moves the needle even further.”

When and how wide-scale adoption will happen is anyone’s guess but the potential for innovation and positive adaptation will be very much possible.

 

Web 3 Explained

The term Web3 was coined by Gavin Wood—one of the co-founders of the Ethereum cryptocurrency—as Web 3.0 in 2014. Since then it’s become a catch-all term for anything that has to do with the next generation of the internet being a decentralised digital infrastructure.

Wood, and those who support the Web3 concept, claim that Web 2.0 is controlled by big tech, which in turn is beholden to regulators who may or may not be effective at maintaining public trust in the internet or data security. In a 2021 interview with Wired, Wood said the current web requires trust in institutions that we can’t hold accountable: 

“Maybe companies tell the truth because they’re scared that their reputation will take a big hit if they don’t. But then, as we saw with some of the Snowden revelations, sometimes companies don’t get an opportunity to tell the truth,” Wood told Wired. “Sometimes, security services can just install a box in their back office, and they’re told, ‘You don’t need to look at this box, you’re not allowed to say or do anything about this box, you just have to sit quietly.’”

Proponents envision Web3 as an internet that does not require us to hand over personal information to companies like Facebook and Google in order to use their services. The web would be powered by blockchain technology and artificial intelligence, with all information published on the public ledger of the blockchain.

Similar to how cryptocurrency operates, everything would have to be verified by the network before being accepted. Online apps would theoretically let people exchange information or currency without a middleman. A Web3 internet would also be permissionless, meaning anyone could use it without having to generate access credentials or get permission from a provider.

Instead of being stored on servers as it is now, the data that makes up the internet would be stored on the network. Any changes to, or movement of, that data would be recorded on the blockchain, establishing a record that would be verified by the entire network. In theory, this prevents bad actors from misusing data while establishing a clear record of where it’s going.

Just as cryptocurrency blockchains are built to prevent “double spending,” a blockchain-centric internet would, in theory, make it harder to manipulate and control data. Since data would be decentralised, no gatekeeper would have control of it, meaning they couldn’t bar anyone’s access to the internet.

On paper, that would give a lot more people access to the internet than before, and AI would be employed to curtail bots and click-farm websites. An example of a Web3 application might be a peer-to-peer payment app that works on a blockchain. Instead of using a bank, people could pay for goods or services using a decentralised app (Dapp) made for payments.

Before a transaction is finalised, it would have to be verified by the network and then coded into the digital ledger of the blockchain. A payment system like this could benefit people who can’t open bank accounts, don’t have access to them, or are barred from providing certain services by large payment providers. 

For a visual breakdown on the concepts behind Web3 and the history of the internet, check out this video from crypto education YouTube channel Whiteboard Crypto.

 

The psychology of ecommerce personalisation
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The ecommerce wine retailing guide

The post Web 3.0 will change the online landscape forever appeared first on SwiftERM.


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