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
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.
Here’s how to stay centered in the midst of the chaos
It’s September, which means it’s time to batten down the hatches for holiday sales. But if you’re like most e-tailers, you might never be fully ready. Truth is, busy small businesses just don’t have time to project and plan for additional holiday inventory and fulfillment or even streamline workflows and minimize shipping costs. At best, sellers are just guessing at the expected velocity of sales. It’s no wonder that, although online retail continues to grow at an exponential rate, profits continue to diminish. Why? Because selling on multiple channels online is inefficient without the right tools. Retailers try desperately to increase order volume, but quickly become overwhelmed by confusion around both finances and logistics when sales do surge. And there’s a price to be paid for all that incongruity—for every dollar made, businesses could be spending more than a $1 on shipping and fulfillment.
Imagine an online retail world where all of your stores, marketplaces, and business applications actually work together to optimize workflows and profit margins. An order—or even a whole batch of orders—comes in from a store or marketplace and syncs directly with a central shipping hub like ShipStation. You instantly compare and choose a carrier based on price and delivery date, seconds later, you click to print a branded shipping label, then confirm and send the customer tracking information. Meanwhile, all that sales data—including customer and product information—syncs with your accounting software, so you don’t have to type in jack diddly squat. Your inventory quantities update accordingly, all fees, expenses, and sales tax are recorded, and you go enjoy some coffee and a glazed donut.
Taking into account time limitations, there are four simple things you can do right away to get ready for the coming surge. Continue reading
Migrate to Unify for 10% less
Unify offers more features at 10% less
As the leader in multi-channel e-commerce automation software, today we introduced an easy transition for former customers of Pipemonk, whose services will be shut down on October 1. For a limited time, Pipemonk users can seamlessly move to Webgility’s Unify software, enjoying a 10% discount from their Pipemonk cost, while adding a multitude of new functions and features.
Many companies rely on Pipemonk services, and while we’re sorry to hear of their decision to shut down, we are pleased to offer a quick solution. And so, with a 10% discount and upgraded features, we welcome Pipemonk customers to the Webgility family. We’ll to ensure a seamless transition and make sure their businesses don’t miss a beat.
Unlike the limited options supported by Pipemonk, Unify automatically syncs e-commerce data into QuickBooks or Xero from any store or marketplace and also integrates with many other business applications, including CRM and inventory management. Unify manages multi-channel inventory, syncs all fees and expenses, and can even handle shipping costs. Unify also enables users to generate financial reports on sales, customers and products so sellers can have better insight into the health of their business and sell strategically rather than blindly.
For more information on how the services of Unify compare to Pipemonk, and to switch today, visit http://www.webgility.com/lp/pipemonk-migration.