5 Ways Online Retailers Are Handling Marketing All Wrong
Another email stumbling block is welcome emails. Welcome emails boast four times the open rate and five times the clickthrough rate of broadcast emails. And when they do get opened, what do you get? Three hundred and thirty-six percent more transactions. Some 74.4 percent of e-commerce customers say they expect a welcome email, yet 80 percent of online retailers don't send welcome emails.
What about cart abandonment emails? Not sending cart abandonment emails is simply opting to leave money on the table. It makes no sense, yet it's an oddly popular choice. Cart abandonment sits at somewhere between 68 percent and 75 percent, depending upon whom you ask. Fifty percent of cart abandonment emails are opened — a rate that's barely touched by any other emails, apart from very highly targeted B-to-B campaigns — and a third of those who open them click right back to your website. Cart abandonment emails should be part of every e-tailer's strategy.
Too many online retailers don't integrate email with their other marketing channels. Keeping any marketing channel in a silo is a big error. Using social, email and search together is the most effective way to generate more traffic and sales. You should be nurturing leads and maintaining relationships with existing customers using targeted, personalized emails, preferably delivered by automated software.
Suppose you offer the most lavish and desirable transportation to your brick-and-mortar store. Chauffeur-driven limos deliver potential customers right to your door ... where they're greeted by surly staff, and everything they want to buy is upstairs in a locked room. Sounds good, right? No?
Funny. Because that's exactly the same as having killer marketing that stops at your URL. Marketing doesn't stop when customers reach your website, unless you want the bounce rate of a Super Ball. No, it's just getting started.
Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at firstname.lastname@example.org.