A guest article by the Soundest team. Soundest is an easy-to-use email marketing service for small and medium-size ecommerce sites. There is no need to code, design or build anything. It works seamlessly with your online store and lets users collect customer data, build promotional newsletters and track sales.
In business communication you highlight different things and use different channels every time you approach a customer. In direct marketing campaigns, everything seems fair enough - you spend money on advertising and get traffic to your store. However, if customers come to your store, they have a tendency to go away, often - without buying anything. How should you retain those customers that you have already spent your money on?
Let’s have a look at what you should do or say when your prospects are about to leave your store or have already done so - how to recover them and encourage them to purchase.
Of course, you cannot stand by and let the customer leave your store but you can try to convince them to stay a while longer and offer something that they might be interested in.
Exit-intent technology is an advanced system of pop-ups and overlays that analyzes visitor behavior and detects when they might be leaving the site. At the exact moment when they are about to click the “Back” button or address bar, a targeted message pops up to convince them to stick around and complete a purchase.
These messages might differ. Here are a few examples:
This pop-up kills three birds with one stone. It offers a discount for the first purchase and eliminates their reason for leaving because of high prices. You will make the visitor happy.
The second thing is that your new visitor leaves their email address and lets you contact them later via email. In this way you build your contact list for email marketing campaigns and can approach the same visitor over and over again.
Finally, by making visitors perform some actions in your store, you decrease your website’s bounce rate. So you see, this is a win-win pop-up.
It is impossible to show-off all the best products that catch the visitor’s eye on a home page. A solution for this could be to set up a pop-up that highlights the three most popular items / best deals on your store. Maxtraffic and some other tools provide this kind of pop-up.
There are many different pop-ups. Find out how to use exit-Intent technology to your advantage.
Push up notifications allow websites to send messages via web browsers straight to a customer’s desktop or mobile even after they’ve left the website. With a few clicks, your customers sign up to your push notification feed and get direct and instant messages about the products back in stock, price drop, delivery updates etc.
According to FirePush, currently push notifications are becoming more and more popular. Its data shows that in March 2016 Shopify shops had 8% subscription rate. The customer engagement was also very good. See the chart below.
We can see that some of the pushes are highly effective. However, before launching the push up notifications you should have a strategy. Too intense communication via push ups will bother your customers and can drive them away. So use them smartly and only when needed.
A safer way to remind customers about their abandoned shopping carts and encourage them to purchase is by sending personalized abandoned cart emails or series of emails.
Only 68.63% of shopping carts finish at the checkout. So we have a lot of customers who should get a reminder about their shopping carts.
It is worth sending this kind of email for several reasons:
Cart recovery series perform even better. It allows you to recover up to 25% of all abandoners. Check out the examples how online stores win back their customers: Abandoned Cart On Shopify - 3 Examples Of Winning It Back.
These emails do not require a lot of time from you. You set up them once and they make money 24/7.
3. Only 24% of retailers take action to win back lost customers. So sending this kind of email can be commercially advantageous and give you the edge over your competitors.
For better results, don’t forget to include images and descriptions of products. For more benefits about abandoned cart emails, click here.
This email or series of emails automatically goes to customers who have not purchased from you in a while. 89% of companies that send re-activation emails claim them as effective and we know why. If the customer no longer engages with you, you can let them know that you noticed their absence! Re-activation emails usually contain discounts, free shipping and other means of incentives. Most often, the message looks like: “We miss you, please come back. + [special offer]”.
According to our experience at Soundest, the customer re-activation workflow is more effective when you send a series of three emails instead of one. The example below shows how they can look.
Reindeer Leather use the default Soundest re-activation series of emails. Here is the first of three emails of this series. Although, this email is very simple, 40% of recipients have opened it and 13% of all recipients came back to store. So, these automated emails are worth sending.
Appreciating your customers and showing them proper attention is the key to their loyalty. Now you already know the alternatives for doing this. Pick a combination that suits you best and you will soon yield positive results.
If you are interested in implementing more email marketing automation, check out the entire email communication chain for Shopify merchants.