The right content. The right audience. The right time.
Many eCommerce marketers struggle with this concept. What was once a burden − providing the right content to the right people at the right time in the shopper’s journey − no longer needs to be!
With an optimized eCommerce email marketing strategy you’ll attract new leads, engage more contacts and convert them into customers in no time.
Email Marketing Strategy Tips
Attracting Prospects and Leads
Use A Lead Capture Tool
Jumpstart your email marketing strategy by leveraging a lead capture tool, such as Justuno, to convert more prospects into leads. Create pop-ups that display on your site and offer visitors the option to subscribe to emails and sign up for newsletters. Specify the rules using a lead capture tool to trigger the pop-up at only at the times you want it to. For example, exclude certain URLs, show the pop-up after a certain time is spent on a page or target users by their geographic location. There are so many different rules to set that help eCommerce merchants capture the leads they want.
Offer Incentives
Attract more email subscribers by offering incentives on pop-up forms. Incentives include anything that your target audience finds valuable, such as a special first-time discount, an entrance into a giveaway, a free downloadable piece of content like a video course or case study, a checklist and so much more.
Run a Contest or Giveaway
90% of all marketers have said that social media has increased exposure. Get your brand in front of those who you may have not otherwise reached by running a giveaway or promotional contest. Share the giveaway on your respective social media platforms, and let your followers know that they need to subscribe to your email list to be entered. This will not only earn you more email subscribers but also help increase your followers on social media.
Engaging Subscribers
Create Segmented Lists
We recommend building various lists to segment subscribers based on their interests and demographics. Be sure to take your buyer personas into consideration when creating these lists. If you don’t have buyer personas, then define the behaviors of the various personalities of your target audience. How do they use your product/service? What are their intentions with your product/service? What problem does your product/service solve for them?
If you already have buyer personas established, then create various lists using your CMS so that you can later run specific campaigns and promotions tailored to each buyer persona. Also, create segmented lists for subscribers, leads and customers to tailor promotions to each of those audiences, too.
Personalize Messages
If you use a CMS like HubSpot or an email marketing tool like Klaviyo, you’ll have all the features you need to personalize messages for each subscriber. With HubSpot, utilize personalization tokens in emails to send an entire list the same email while personalizing specific parts of the email − such as the recipient’s first name, company name, phone number, revenue and so much more.
With Klaviyo, greet every website visitor with personalized flyouts or pop-ups using profile, segment, URL and location targeting. Also, delay pop-ups based on time on page, scroll percentage and exit intent to avoid disrupting the user’s experience on your site and, rather, gain more subscribers.
Another great way to personalize messages for each subscriber is to remind customers when they abandoned their shopping cart and to offer product recommendations based on their past purchase history. This can be done through the use of an automated workflow.
Use Automation
Build flows that automatically trigger emails to contacts that meet a specific criteria. Set the criteria based on what you want to achieve. For example, if you want to send an email drip campaign to shoppers who left a product in their shopping cart without purchasing it, then set the criteria so that the abandoned cart indicator equals “yes.” If you’re using a Klaviyo abandoned cart flow, the trigger is “when someone Started Checkout.” This HubSpot abandoned cart workflow blog provides great visuals for building out a workflow and capturing those who left something behind in their cart.
In addition to using automation for abandoned cart reminders, use automation to follow-up with customers who made a purchase or downloaded a specific piece of content, like a webinar. Tailor messages based on the content to enhance your email marketing strategy and engage your audience throughout the buyer’s journey.
A/B Test Emails
Increase open rates and click-through rates by A/B testing different components of your emails. Be sure to test only one thing at a time to determine how the change effects performance. For example, increase open rates by using A/B testing to compare two of the same exact emails with different subject lines. Or test button colors, copy or CTAs to see how changing any of these elements effects click-through rate. The email that performs the best after a given period of time will then be sent to the rest of your list.
Delighting Customers
Use A Customer Loyalty Program
No matter whether you’re selling consumer goods or B2B services, delight customers even after they’ve purchased by delivering value. Ensure your sales team is proactively asking customers how they’re doing so that they can effectively cross-sell and up-sell other products or services that meet the customer’s needs.
Using a customer loyalty program is a great way to encourage customers to return, too. Track points with a progress bar, and let customers know how much more money they need to spend to earn points and unlock the next reward. Reward VIP and high-spending customers with exclusive discounts and offers, and provide an incentive to encourage referrals. Reward both the new customer and the person that referred the new customer with an offer unique to them.
The idea is to build an exciting customer loyalty program that both excites the customer and subtly nudges them to spend more. This way, they’ll be excited to open your emails, spend more money and return to your website or physical store to make future purchases.
Celebrate Their Milestones
Any successful email marketing strategy involves celebrating customers and making them feel special. Use data from your customer loyalty software to reward customers on their first year anniversary of shopping with your brand. Send an email with a unique discount code to entice them to make a purchase, or offer a free gift (that’s affordable for your company) with any purchase. Email, like social media, is another outlet where brands should put effort into making their customers feel special.
Also, celebrate your customers’ birthdays! Compared to promotional emails, birthday emails have a 481% higher transaction rate, a 432% higher revenue per email and a 179% higher unique click rate. If you’re not taking advantage of celebrating your customers during their birthday month, you’re likely missing out on serious revenue.
Send Helpful Videos
Lastly, delight customers post-purchase by sending helpful “how-to” videos when appropriate. For example, if you sell DIY goods or products that require the customer to set it up themselves, “how-to” videos come in handy immensely. Your customers will appreciate it when they realize they need additional instructions for putting together that five-star rated dinner at home.
Conclusion
Our clients have seen tremendous success with email marketing, and it’s one of our favorite tools for revenue growth. If you need help attracting, engaging and delighting customers or want to enhance your existing email marketing strategy, the Groove Commerce team wants to hear from you!
From campaign creation and custom email templates to segmentation, automation, reporting and more, we partner with you to increase email performance, maximize ROI and grow online revenue. Fill out the form below to contact our team, so we can learn more about your email needs.
The right content. The right audience. The right time.
Amazon’s Impact on Global Supply Chains and Logistics
Amazon, the global e-commerce behemoth, has transformed not only the way consumers shop but also the intricacies of global supply chains and logistics. Since its inception in 1994, Amazon has grown from a small online bookstore to a trillion-dollar enterprise that has disrupted industries across the globe. Its influence extends far beyond retail, profoundly impacting supply chains, logistics, and even the environment. This article explores Amazon’s multifaceted impact on global supply chains and logistics, examining how the company has reshaped these industries and what this means for the future.
The Evolution of Amazon’s Supply Chain
Amazon’s supply chain is one of the most sophisticated in the world, characterized by its efficiency, speed, and scale. The company has invested heavily in technology and infrastructure to build a supply chain that can deliver millions of products to customers in a matter of hours or days. This rapid delivery is made possible by a vast network of fulfillment centers, sophisticated inventory management systems, and a logistics arm that rivals traditional carriers like FedEx and UPS.
One of the key innovations Amazon has introduced is its Fulfillment by Amazon (FBA) service. FBA allows third-party sellers to store their products in Amazon’s fulfillment centers, with Amazon handling the picking, packing, and shipping of these products. This service has not only made it easier for small businesses to reach a global audience but has also significantly increased the volume of goods flowing through Amazon’s supply chain. As a result, Amazon has become a central hub in the global supply chain, connecting manufacturers, suppliers, and customers across the world.
Disruption of Traditional Logistics
Amazon’s influence on logistics is equally profound. The company’s relentless focus on speed and efficiency has forced traditional logistics providers to rethink their strategies. In many cases, Amazon has bypassed traditional logistics networks entirely by building its own. Amazon Logistics, the company’s delivery arm, has grown rapidly in recent years, with a fleet of planes, trucks, and delivery vans that allow the company to control every aspect of the delivery process.
This vertical integration has enabled Amazon to offer services like same-day and two-hour delivery in many urban areas, setting a new standard for speed in the industry. Traditional logistics providers have struggled to keep up, leading to increased competition and innovation in the sector. For example, companies like FedEx and UPS have had to invest in new technology and infrastructure to remain competitive, while others have formed partnerships with Amazon to leverage its vast logistics network.
Amazon’s logistics network has also expanded globally, with the company establishing regional hubs and fulfillment centers in key markets around the world. This global expansion has allowed Amazon to offer faster and more reliable delivery services in regions where traditional logistics infrastructure is underdeveloped. In many cases, Amazon has played a role in building out this infrastructure, partnering with local logistics providers or investing in its own facilities.
Impact on Global Supply Chains
Amazon’s impact on global supply chains extends beyond logistics. The company’s demand for speed and efficiency has rippled through the entire supply chain, from manufacturers to suppliers to retailers. This has led to significant changes in how companies operate, with many adopting new technologies and strategies to keep up with Amazon’s pace.
One of the most significant changes is the increased reliance on automation and technology in supply chain management. Amazon has been at the forefront of this trend, investing heavily in robotics, artificial intelligence, and data analytics to optimize its supply chain operations. For example, the company’s use of robotics in its fulfillment centers has reduced the time it takes to pick and pack orders, while its AI-driven demand forecasting tools help ensure that the right products are always in stock.
This emphasis on technology has influenced other companies to follow suit, leading to a wave of digital transformation across the industry. Manufacturers and suppliers are increasingly using data analytics and AI to optimize their operations, while retailers are adopting new technologies like blockchain to improve transparency and traceability in their supply chains.
Another significant impact of Amazon on global supply chains is the shift towards a more customer-centric model. Amazon’s focus on the customer has forced companies to rethink their supply chain strategies, with many now prioritizing speed, convenience, and flexibility over cost. This has led to the adoption of new fulfillment models, such as just-in-time inventory and dropshipping, which allow companies to respond more quickly to changes in customer demand.
The globalization of Amazon’s supply chain has also had broader implications for international trade. By connecting sellers and buyers from different parts of the world, Amazon has made it easier for companies to access global markets. However, this has also led to increased competition, with companies now competing on a global scale. This has put pressure on manufacturers and suppliers to lower costs and improve efficiency, leading to changes in how goods are produced and distributed around the world.
Environmental and Social Implications
While Amazon’s impact on supply chains and logistics has been largely positive in terms of efficiency and convenience, it has also raised concerns about the environmental and social implications of its operations. The company’s emphasis on fast delivery and the constant movement of goods around the world has contributed to increased carbon emissions and environmental degradation. In response to these concerns, Amazon has committed to achieving net-zero carbon emissions by 2040 and has invested in initiatives like electric delivery vehicles and renewable energy projects.
However, critics argue that these efforts are not enough, and that Amazon’s business model is fundamentally unsustainable. The constant pressure to deliver goods faster and cheaper has led to concerns about the working conditions in Amazon’s fulfillment centers and the treatment of delivery drivers. Reports of long hours, high injury rates, and low wages have sparked protests and calls for better labor practices across the company’s global operations.
The Future of Supply Chains and Logistics
As Amazon continues to grow and evolve, its impact on global supply chains and logistics is likely to deepen. The company’s investments in technology and infrastructure will continue to set new standards for speed and efficiency, forcing other companies to innovate and adapt. At the same time, the environmental and social challenges associated with Amazon’s operations will require the company to rethink its approach to sustainability and labor practices.
In the future, we can expect to see more companies adopting Amazon-like supply chain strategies, with an emphasis on speed, technology, and customer-centricity. However, these changes will also require a greater focus on sustainability and ethical practices, as consumers and regulators increasingly demand more responsible business operations.
Conclusion
Amazon’s impact on global supply chains and logistics is undeniable. The company has reshaped the industry in its image, setting new standards for speed, efficiency, and customer service. While these changes have brought many benefits, they have also raised important questions about sustainability and labor practices. As the world’s largest online retailer, Amazon will continue to play a central role in the future of global supply chains and logistics, driving innovation and change across the industry.
