How to exceed customer expectations and keep them returning for more
Hopefully you’ve been able to acquire new subscribers and convert them into buyers, but the work’s not done. Now you’ll want to keep the conversation going with these new customers, grow loyalty, and increase repeat purchases.This is where post-purchase series messages and post-purchase messages come in. Post-purchase series is exactly what it sounds like—it’s a series of messages that are automatically triggered when a purchase is completed. The goal of this series is to enhance the customer experience, so think of these messages as the voice of your customer service department. To show real value to the customer, it’s key to know the strengths and weaknesses of your brand and anticipate their needs based on your purchase data before you write post-purchase messages.
For example, you may ask them if they’d like help setting up a complex piece of equipment, suggest a complementary product, or check in on whether or not the product they bought was sized appropriately for them. Other added-value follow-up messages can include a thank you coupon, a helpful list of top selling products, a review request, or maybe even ask them to refer a friend. Again, think of every interaction with your customers as being a chance to spread your brand voice. Continue reading
How to build a welcome email series that turns shoppers into buyers
So now that you’re applying best practices to acquiring your marketing audience, your list is growing and people are eager to hear from you. Conversion is all about turning that database into purchasers and there’s no more effective way to do so than a welcome email or, better yet, a series of welcome emails. After all, you’ve paid to acquire these new subscribers, so why not talk to them? In fact, not sending a welcome email is like inviting a new friend over for dinner and then ignoring the doorbell when they arrive.
After acquiring a new lead, the best practice is to send a series of two to three triggered messages. The focus of these messages should be to introduce, inspire, and incentivize a sale, or conversion. These pre-nurture, getting-to-know-you emails should include messages that reinforce your brand value and build consumer confidence. In other words, tell those new friends why they should shop with you, explain what your brand stands for, and describe what makes your business so unique. In your first imessage or in one of the messages within your series, consider sending some how-to content to educate your customer about your particular specialty. Consider introducing a loyalty program or a frequent-shopper program. Finally, in your early emails, set expectations about how often you will email and what content your customer can expect to receive in your emails. This will help prevent list dropout and unsubscribes later. Continue reading
Clean, graphical UI offers more insights, clearer calls to action than ever before
Today we unveiled a powerful new dashboard for our flagship product Unify, giving users more insights and clearer calls to action than ever before. This is the first of several product releases aimed at helping retailers like you easily take the next right steps for their e-commerce business. Unify is know to be the first e-commerce solution that connects and unifies all revenue streams and expenses so multi-channel businesses can have better perspective, make smarter decisions, and run all operations from a single view. And now it’s even easier to use.
Helping our customers conquer the challenges that come with being multi-channel and letting them run and scale their business exactly the way they want, Unify connects their financial data rather than forcing them to switch platforms. With this new dashboard, Unify users can access visualized data from across their entire company, showing quickly what is in sync and what is not across their sales channels and accounting. The Unify dashboard offers a clear call to action, suggesting next steps based on analytics and behavioral psychology insights gained from users’ past business decisions. For example, with one look, e-commerce leaders can tell if their sales and inventory levels are properly aligned, and—if they are not—receive a suggestion for how to correct the problem. Future iterations of the dashboard will propose more actions and provide additional recommendations.
By illuminating and explaining what needs to be done to move your business forward, the new Unify dashboard brings increased intelligence, engagement, and psychological motivation to e-commerce businesses. Unify is designed to gather all information to one place, and now we have taken the next step and making it easy for companies to quickly engage with and act on that data. As we reach the peak of the holiday season, this agility will be critical to our customers’ success.
The new Unify dashboard is now available to all current customers.
Simple ways to reach customers who are ready to buy
Our recent webinar with the email marketing experts at Bronto yielded some great advice on how to drive e-commerce revenue through email marketing campaigns. In fact, it was so comprehensive, we’re doing a three-part blog series series to review each of the key phases within best practice strategies of email marketing—acquisition, conversion, and retention.
In email marketing, acquisition refers to people opting in, or letting you know that they would like to receive email marketing messages from your company. When it comes to valuable marketing, there’s a big difference between someone who knowingly volunteers their email and contact information versus someone who is unwittingly being blasted with messages. That difference lies both in the cost and effort to communicate with them as well as the potential value of converting this visitor into a buyer.
First, to get better perspective, it helps to think about where your traffic is coming from. Ask yourself some strategic questions: “What percent conversion am I seeing when people visit my site? On which pages is the traffic highest? How long are people staying there? What does the email sign-up look like?” And then move specifically into email marketing: “What does our email marketing sign-up look like? In how many places is it present? Is the call to action clear? What is the visibility of our sign-up and is it persistent throughout the site? Should we consider other forms of acquisition like affiliate programs and contests? Should we leverage paid advertising and social media channels for acquisition?” Continue reading
Simple ways to set your service apart from the rest
When I started Webgility, my plan was to create and sell software with a simple goal: Help e-commerce business owners pursue their passion by automating some of the most painful aspects of running their business, like accounting. While the business plan certainly included top-drawer customer service, I did not realize how important it would be to the longevity and profitability of the business. Fast forward nearly 10 years, and I’m proud to say that customer service is one of the major areas in which Webgility stands far and above the competition. In fact, our customer service team is considered the best in the industry and, week over week, we earn a 98% (and often better) customer satisfaction rating. While providing great service did not happen overnight, I assure you it did not happen by accident. Below I’ve listed the four simple guidelines that have been instrumental in helping Webgility stand out as a leader in customer service.
Be available. Good customer service departments call people back. Great customer service departments pick up those calls before they go to voicemail and make time in their schedule for each and every customer. Look at the typical calling patterns of your customers and schedule ample coverage during high volume hours and days of the week, even if that seems expensive or inconvenient. Our customers consistently report that the unexpected bonus of our software is that they can always get a human on the phone at any time and we take great pride in meeting this simple expectation.