If your email subscribers are engaged with your brand, and by engaged I mean opening and clicking, be wary of how you approach win-back campaigns. Consider what exactly it is that you’re winning back; Motivating subscribers to make their next purchase Motivating subscribers to re-engage The metrics used to decipher …
A simple lesson on how to build repeat business
There’s an insightful article in MusicRadar this week that will help you with your own ecommerce business. Rarely do my work and pleasure mix (apart from those 5 years I spent building a guitar retail business) so I’ll take full advantage of this situation. A six string wonder Fender (makers …
Is your desire for email addresses killing your growth?
I’m no fan of straight out discounting. The scenario where you throw up a popup and ask for an email address in exchange for a 10% discount code. There are multiple reasons: you’re putting price top of mind for your customer 10% may not seem a big deal when you’re …
How to sell a subscription product on shopify (even if that product is a dippable egg)
Dippable eggs. I didn’t even know eggs were dippable. We dip in eggs, right? Soldiers dipped into runny yolks, but eggs doing the dipping? I’m intrigued. Introducing Perfectly Peckish. Dippable eggs delivered direct to your door (+ dip). Whatever the source that leads you to discover Perfectly Peckish, you’re going …
This business of ‘I’d rather pay full price’….
Successful ecommerce copywriting is conversational. It’s fun. It’s about getting people to love your products and warm to your brand. No matter what you’re selling. It’s about good people talking to good people. So. What’s happening here? This may patronise your customer. And I’m seeing this more and more as …
Your customers are your influencers. That’s how word-of-mouth marketing works
Influencer marketing is a strange one. Paying people, people of ‘influence’, to promote your products to their followers. Yes, I appreciate that agencies profess it’s a far more complicated procedure, but, that’s what it is. Paying for placement. And I see brands of all size, particularly fashion brands, stacking their …
On context and what to do about those popups and overlays
Popups interrupt. Whether your customer is reading, focused on an image or seeking the often mis-placed size guide, the popup will interrupt their thought flow. So, your job is to make that interrupt one that delivers value. And, for the majority of us, the 10% discount code (whole different subject …
Managing the email machine
We’re looking at ecommerce email technology in one of two ways. 1.) For the answers 2.) As the answer The question being ‘how do we unlock profitable growth?‘ The marketing mechanism Email marketing technology isn’t the answer. It’s merely the mechanism that allows you to deliver better email. To bring …
How to optimise cart recovery sequences for your returning customers
Your returning customers abandon their carts too. Second thoughts (maybe having only purchased from you recently) or common distractions get in the way. Yes, the trust is greater, but issues still arrive. So let’s discuss what you can do to help you repeat customers complete their next purchase. The case …
On the need for discounting clarity and why we need to talk about pricing
I can take my seat on an airplane knowing the likelihood that somebody sat next to me paid less and the person sat in front of me paid more. It’s down to economics, supply and demand. It’s something we, as paying customers, may not like, but at least we understand. …
Email plans stagnate when you have no story to tell
It’s an easy job for me to sit here and tell you to do more with your email. But then you’re sat there knowing that 5 … maybe 10% of your overall revenues are attributed to your email marketing. What’s the point when you have bigger channels, more revenue-aligned channels, …
The advantage of starting early with your retention strategy
Retention should be the focus for established brands, correct? There’s little need to focus in on retention strategies for early stage ecommerce startups… right? not so. The larger a business gets the greater the unwillingness to change. If a brand is insistent on hammering their entire database (buyers and non-buyers) …