Ecommerce Email Marketing Automation Campaigns – Weekly Loop #20

Weekly Loop #20

Ecommerce Email Marketing Automation Campaigns

 

Looking at my gmail promotions everyday, it seems like every business must be using email marketing. Although it may seem overdone, email marketing is still one of the most effective methods of marketing, especially considering the costs. Each email gives your business a chance to send a message directly to your customers – and potential customers.

It’s true that not everyone will open each message – and some will never even look at it in their inbox. However, if you give customers something of value, customers will open – and read what you have to say. It’s hard to think of a better way to build trust.

With that in mind, I’m surprised by the number of businesses not making use of email marketing automation campaigns. Some hear the word “automation” are either feel it’s too impersonal or potentially too complicated for their business.

Email marketing automation doesn’t need to be impersonal or complicated. Take the time to craft your messages that can be repeated to multiple people. Make the message more relevant by getting to know your audience and segmenting your campaigns.

Start with a few basic campaigns; a welcome series to inform customers about your business/brand, post purchase emails to offer help and learn more, reactivation campaigns to bring back customers and clean up lists, etc.

Remember, the campaigns may be outgoing but it doesn’t need to be a one way communication. I’m always surprised by the number of companies that use a “no reply” email address. This is an opportunity to communicate directly with customers. Give them a chance to provide input, listen to how you can help them, and improve your business.

It doesn’t take much time to setup email marketing automation campaigns and when done well, the effort can pay off for years by helping introduce subscribers to your brand, turning them into customers, and even pushing them to refer others.

Email marketing automation campaigns can be extremely effective when done well. And they don’t need to be impersonal or complicated.If you need help setting up an effective email marketing automation campaigns for your ecommerce business, contact us or reach out on Upwork

 

Recommended Links

 

Each week, we share articles, blog posts, videos, infographics, books and more related to ecommerce. 

Have a suggestion of something to include? Leave a comment below or contact us!

 

ECOMMERCE MARKETING

Neil Patel on the secret to sucess with content marketing

The Future of Content Marketing: It’s Not What You Think
Neil Patel | Neil Patel

And the big strategy I shifted towards was to start writing personalized content… content that contains my life experiences and stories that can’t be copied or created anywhere else.
Even if you are new to your industry, you can still reference other people’s experiences or tie in lessons you learned from your past as some of those things are still relevant today.
If you can’t do that, resort to using data. People love reading about new trends and strategies as long as you have new data to back up your claims.
So, are you going to write fresh, new content versus regurgitating the same old information again?1

 

Affiliate marekting is a proven method of driving sales. Here’s 10 tips on how to make it work for your business.

Affiliate Marketing for Ecommerce: 10 Ways to Boost Your Sales
Adam Enfroy | Ecommerce Platforms

Offering a solid commission will greatly increase the quality of affiliate marketers who want to work with you. An average ecommerce affiliate commission rate should be somewhere between 5 and 15 percent. Several factors play a role in what the affiliate commission should be, including:

Industry
Price and product margin.
Value of the affiliate partner.

If you’re just starting out, building a strong commission rate is more likely to attract quality affiliates. Another affiliate marketing trend is to check out competitors in your niche and launch your program with the strongest commissions you can afford to pay. You can also create custom commission structures for different affiliates as you aren’t locked into only using your public offering.
Since affiliate commissions are paid after the sale, you can factor in your cost of goods sold (COGS), profit margin, and affiliate commissions to generate a solid return on investment.2

 

Quicksprout’s guide to the best 6 ecommerce platforms. Want to know their favorite? Hint: It’s our favorite too. #shopify or #woocommerce

The Best E-Commerce Software
Quicksprout Editorial Quick Sprout

“Shopify is one of the most recognizable out-of-the-box solutions for small business owners — by some measures, it’s the second most popular e-commerce platform in the world after WooCommerce, and continues to grow like crazy. We think it’s a good fit for e-commerce sites that don’t have a lot of in-house technical support and don’t crave a ton of complex customizations.
Shopify is a full-blown hosted e-commerce platform, which means that it takes care of everything you need to run an online business, from a website to website hosting to inventory management to accepting credit card information. It also offers point-of-sale hardware, and integrates into online marketplaces like Amazon and eBay.”3

STANDALONE ECOMMERCE PLATFORMS

“Dealing with fraud can cost you product, time, and money.” Shopify has introduced an easy way for merchants to deal with fraut production.

Fraud Protect for Shopify Payments: Secure Orders Automatically
Ralf Elfving | Shopify Blog – Company

Now available for select U.S. merchants, Fraud Protect is an automatic way to protect your orders so you can focus on fulfillment and growing your business.
Fraud Protect charges a small fee for every protected order, and if a protected order does result in a chargeback due to fraud Shopify will automatically reimburse your costs, including fees. To start using Fraud Protect, learn more about the eligibility criteria and opt-in to protect your orders.4

 

FUTURE OF ECOMMERCE

Is the future of retail where all brands launch their own private label lines?

Backcountry.com Launches Its Own Label – The influential online retailer rolls out some quality pieces for cold-weather layering
Erme Catino | POWDER Magazine

Backcountry.com, the online retailer based in Salt Lake City, is embarking on their own brand of outdoor apparel this winter. After selling gear to skiers and outdoor enthusiasts for over 20 years, this year they have launched their own label based on their deep experience working with other brands. 5

 

SUCCESS STORIES

Brooklinen found success by focusing on details, not low prices. And like other B2C brands, they’re launching a popup shop.

Brooklinen launches a pop-up shop in NYC
Jordan Crook | eCommerce – TechCrunch

Part of the company’s success comes down to its attention to detail. The process of shopping for sheets is often difficult for new adults who don’t understand how to weigh quality and price, and usually don’t get much help in stores like Bed Bath & Beyond.
Brooklinen isn’t necessarily inexpensive — 270-thread-count sheets start at $129 for a queen, and 480-thread-count sheets start at $149 for a queen — but the process of purchasing quality sheets is leaps and bounds more convenient. Brooklinen handles fulfillment, including the packaging, and has invested in customer service to ensure that there are no hiccups from the point of purchase to the point of making the bed.6

 

BIG ECOMMERCE

Tyler Cowen says Amazon’s search is getting worse. The system is being gamed but Amazon profits. Will they fix it?

Amazon search is getting worse, especially for classic books
Tyler Cowen | Marginal Revolution

Just type in “Gulliver’s Travels,” and the first page will not show any editions you actually ought to buy.  And there are so many sponsored ads for mediocre, copyright-less editions.  If you type in “Gulliver’s Travels Penguin” you eventually will get to this, a plausible buy for the casual educated reader.7

 

Missing the point? Macy’s physical retail is struggling so they made displays “so it feels like you’re shopping Facebook in real life.”

Facebook opens its first small biz pop-up stores inside Macy’s
Josh Constine | eCommerce – TechCrunch

Facebook is bursting out of the ones and zeros into the physical realm with nine brick-and-mortar pop-up stores that will show off goods from 100 small business and online brands. Facebook organized the merchants to be part of The Market @ Macy’s, which first launched earlier this year to create temporary spaces for businesses. The merchants keep all their sales revenue, with Facebook and Macy’s taking no revenue share, and Facebook paid for each merchant’s one-time fee that Macy’s charges for the space. The stores feature News Feed post-themed displays complete with like button imagery so it feels like you’re shopping Facebook in real life.8

 

Walmart is focused on bringing more consumer brands to Jet.com while Amazon continues to devalue brands.

Bonobos and Nike get their own branded shops on Walmart’s Jet.com
Sarah Perez | eCommerce – TechCrunch

A few days ago, Walmart opened an online shop for Bonobos on its Jet.com website, newly focused on serving urban shoppers, along with a dedicated shop for Nike apparel, footwear and accessories.
The Nike shop is a part of the company’s strategic partnership with the brand, announced in September, and provides Nike with its own fully branded experience on the site. In addition to the Nike items for running, training and sportswear, Jet will become an authorized seller of select Nike and Converse products as a result of the deal.
Meanwhile, the Bonobos shop features fall apparel and other classics, including things like stretch-washed chinos, brushed button-downs, bomber jackets and Italian topcoats, the company says. These, too, will live in their own full-branded experience on Jet.com, and be available for two-day delivery across the U.S., with free returns.9

 

It feels like the popular consensus is turing against Amazon. It’s not going away soon, but has sentiment changed?

Netflix’s Patriot Act Discusses Amazon’s Business Practices
Chris Dunne | RepricerExpress

On the latest episode of his Netflix comedy show Patriot Act, Hasan Minhaj discusses Amazon and the arguably questionable business practices it has used to grow from an e-bookstore into a powerful, multi-faceted corporation that controls a huge chunk of the online cloud. Minhaj broke down all the companies that Amazon has acquired since it started as a bookstore including IMDB, Whole Food, Twitch and others. Minhaj said that “Amazon killed bookstores” and talks about Amazon’s dominance in the ecommerce world — accounting for 49% of all US ecommerce sales whilst eBay accounts for only 6.6%. Hasan also examines Amazon’s treatment of employees and whether current antitrust laws might need an overhaul for the digital age.10

 

Google’s shopping platform now has over 500 merchants and adding over 30 per week. Platform is confusing but growing.

Google Wakes Up to Shopping
Marketplace Pulse | Marketplace Pulse

Unbeknownst to many Google is building an e-commerce marketplace. After two decades of lackluster shopping experiments the company is making its boldest move yet by inviting top sellers on Amazon, eBay, and Walmart marketplaces to sell on Google.
According to our research Google’s shopping platform recently surpassed 500 stores. Most of which it added in the last four months. In fact, it is now adding more than 30 merchants every week. That’s after more than four years of only having 30 merchants in total.11

 

 

 

Photo by Nick Morrison on Unsplash

  1. https://neilpatel.com/blog/future-content-marketing/
  2. https://ecommerce-platforms.com/articles/affiliate-marketing-for-ecommerce
  3. http://www.quicksprout.com/best-ecommerce-platforms/
  4. https://www.shopify.com/blogs/blog/fraud-protect
  5. https://www.powder.com/gear-locker/backcountry-coms-fall-lifestyle-gear/
  6. https://techcrunch.com/2018/11/07/brooklinen-launches-a-pop-up-shop-in-nyc/
  7. http://marginalrevolution.com/marginalrevolution/2018/11/amazon-search-getting-worse-especially-classic-books.html
  8. https://techcrunch.com/2018/11/05/facebook-pop-up-store/
  9. https://techcrunch.com/2018/11/05/bonobos-and-nike-get-their-own-branded-shops-on-walmarts-jet-com/
  10. https://www.repricerexpress.com/netflix-patriot-act-amazon/
  11. https://www.marketplacepulse.com/articles/google-wakes-up-to-shopping

Andrew @ EcomLoop
Are you looking to start or grow a standalone ecommerce shop? I help independent businesses achieve success on the Shopify and WooCommerce platforms. As the owner of multiple ecommerce businesses, I've had the opportunity to get experience with nearly every aspect of the ecommerce industry. I started EcomLoop to help other quality independent businesses using my knowledge and experience. To stay on top of new ecommerce developments, I publish The EcomLoop Weekly Loop, a blog and email newsletter with original thoughts and curated links to help independent businesses improve their businesses.