Archive for November, 2012

How do you prepare the newsletter for Black Friday?

Sunday, November 11th, 2012

Black Friday opens the shopping season – it’s an important time to make your offer known to your subscribers. Even if you don’t get a purchase know, it’s best to make a good impression, so they will keep you in mind for the following period.This day is well known in US and it usually takes place in the last friday of November. In the last years this day has become more and more taken into account by Romanian retailers as well. Especially in the IT&C industry.

The time when the users expect the best offers to buy is coming, they will have a hard time making the choice, so make a difference.
Here are some things you need to take into account when you’re preparing the newsletter for Black Friday.

Plan it

When to send it’s a tough question the crowded times. On Black Friday and the following time till the holidays – the inbox will be full. You can’t guess the right time to send to avoid the crowded moments, so the strategy recommended is to send the emails soon enough so people can take advantage of the offer.

Make a difference

It’s moments like this when you need to have different offers based on subscriber’s activity. This will help you send firstly the offers to the active subscribers and, in case of delivery problems at the time you make sure the messages get to active adresses. With the active subscribers you make sure you get more conversions, instead of sending and delivering to old or unused emails.

Monitor the competition

You also may need to keep an eye on the competition. This will help you understand what you need to do to be different, what is your main benefit for your customers. This may not be in time for Black Friday but at least for the holidays.

Email marketing strategies for eCommerce

Saturday, November 3rd, 2012

If you own an online shop, email marketing is very important to obtain more traffic and boost up sales. Traditional marketing (tv, print) are very expensive and, often, you can’t measure accurately the results. We have some advice on how to set the strategy for your email newsletters to get the attention of more subscribers and get conversions.

1. Build the list

A problem in eCommerce when it comes to building the list is the fact that you will get the data of the users after they complete the check-out flow and about 70-80% of the users leave the check-out before completing it. So many prospects are lost. You need to have an incentive for the ones that subscribe so you can enlarge your list. A discount or a voucher might be a good idea. The list and the way you built it may be your main advantage or disadvantage in the results you will have in email marketing.

2. Conversion nurturing

Nurturing a conversion consist in following up the user after he had an interaction with but didn’t complete it. It’s convincing the user to get from secondary conversion to primary conversion.

For example, some users first downloaded a document with information about the product, but they didn’t complete the purchase. You can remind them about their unfinished process with a follow up email and to make more interesting you may add a discount.

3. Behavioural segmentation

A very efficient strategy is to send email based on subscribers activity. Use engaging techniques for the inactive ones and try to win them back. For the active ones that don’t convert you need to find an incentive.