Buyers, no matter what they are purchasing, want to feel connected to the seller and confident they are making the right purchase. eCommerce companies fall into the trap of believing that lead or contact nurturing is a tactic for just the B2B market. Reality is – connecting and creating personal experiences with every ecommerce buyer is essential to long term growth and loyalty.
In fact, B2C marketers who take advantage of automation – which includes everything from cart abandonment programs to birthday emails – have seen conversion rates as high as 50%.(eMarketer, Email Marketing Benchmarks, Feb 2013)
Still not quite convinced you need ecommerce inbound marketing? Even if you are a fantastic marketer, the truth is that 96% of your website visitors still aren’t ready to buy.
So, how can you begin reaping the benefits of lead nurture as an online retailer?
B2B marketers look to dozens of sources to build their lists. Their minds are entirely focused on how they can find new people to begin talking to. Whether or not that person is ready to buy doesn’t really matter. B2B marketers know that if they can start a conversation or interaction, their chances of conversion skyrocket.
B2C marketers are phenomenal at brand awareness and even social interaction, but not as focused when it comes to proactively developing lists. Too often the only chance of gaining a visitor(s) email is at the very end of the buying process, the checkout. But even in this case, it is not guaranteed the buyer will complete the order and if they do in fact abandon, you have no way of reengaging them to return to buy because you never captured their email.
The Fix: Begin requesting emails at the beginning of all onsite sessions. This can be done through pop-up offers, membership signups or discount offers.
Pop up offers are a great way to increase conversions as first time users venture onto your site. And while you may think they are intrusive, studies show, they work. A recent study shows pop-ups drove 1375% more subscribers than simply having a passive sign up form static on your site.
Find creative ways to request emails from your potential buyers. Offering product guides, video access or reviews can be a subtle yet powerful ways of increasing your subscription list. And the larger your list, the more opportunity to engage and nurture potential buyers through segmentation.
Because online retailers tend to have very large, often overwhelming, lists sizes, they often fall into the batch-and-blast email routine. Email directly impacts revenue, so the thinking goes, the more I send, the more money we get. But not necessarily. In fact, for every dollar you gain from that mass email send, you could be losing hundreds more.
Studies show there is a science to the number (and type) of emails you should be sending each week. Buyers do not like too many, and shockingly, do not like too few emails either. So what is the magic number? It seems that retailers sending an average of 3 messages per week fared the best.
Retailers that send an average of 10 emails per week were almost entirely ignored. The higher frequency becomes noise in your shopper’s inbox. Meaning, the likelihood they will ever open again is very slim.
So as the tale goes – not too hot, not too cold, but just right; finding the right frequency of emails will directly impact engagement with your buyers. Want the full math formula behind when sending more emails becomes less effective? Check out this in depth study by MailChimp.
Personalized emails generate up to 6 times higher revenue per email than do non-personalized emails. (Experian Marketing Services, 2013 Email Market Study, Dec 2013)
We all know that segmenting brings greater results than the old batch-and-blast methods. But segmenting can be a long, arduous process that no ecommerce marketer feels they have time to master. And yet, by ignoring this, we are sacrificing potentially game-changing revenue.
The good news is that there are a few steps you can take right now to start segmenting your lists. Here are some examples of ways you can begin segmenting your lists:
- Product lines
- Abandoned Cart
- Anniversary of first order
- Recency of last order
- Buyers that have ordered more than ‘x’ amount
Lyris found that 39% of marketers who segmented their email lists experienced:
- Higher open rates
- 28% experienced lower unsubscribe rates
- 24% experienced better deliverability and
- Greater revenue
Check out their findings here:
Next steps for ecommerce inbound marketing:
There are dozens of other ways you can begin to nurture and engage your ecommerce buyers. And the more you personalize, the more profits you will see.
Ready to get started? That is what we set out to do here at Kevy – we want to make it simpler for B2C marketers to know their customers and grow their revenue through direct, targeted and personalized inbound nurturing. Whether you want to play with pop up offers, or see how cart recovery can impact your bottom line, we can help you get started.
See how it works and let us know what you think!