5 Frequently Overlooked Ways to Boost Revenue
You may even want to consider not waiting for a cart to be abandoned before reminding shoppers of your value proposition. Browse-abandonment messages, which usually take the form of a friendly email noting the shopper looked at certain products and then left the site, can build on the success many retailers have had with cart-abandonment messages. These messages also confirm that you're in tune with recipients’ specific interests and that you want to be helpful.
5. Expand your email program beyond the purchase. Remember that post-purchase messages don’t have to be limited to purchase confirmations and shipping updates. By moving toward a "transactional 2.0" strategy, you can keep your email program fresh well beyond the moment of purchase — and help turn new customers into loyal shoppers.
Invite buyers to review their purchased product(s) and/or share the review with their social network connections. When customers do so, you can follow up with a review notification informing them that their review has been posted, thanking them for their help and potentially offering a discount or special offer. Other effective post-purchase messages include bounceback, replenishment, product use/care tips, feedback requests and purchase anniversary emails.
With so many advertising and marketing messages flying at consumers on a daily basis, retailers don’t have a lot of time to engage. By delivering relevant content and responding to customer behaviors using these tactics, you’ll not only make a stronger connection, but you can tap hidden revenue sources in the process.
Loren McDonald is vice president of industry relations at Silverpop, an Atlanta-based provider of engagement marketing tools. Loren can be reached at email@example.com.
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