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13 Examples of Event-Based Email Marketing for eCommerce Business to Boost Conversion Rate

Are you an eCommerce business owner or associated with eCommerce businesses? You must check this article that will help you to plan additional revenue generation channel for your eCommerce portal.

You must be utilizing various acquisition channels like SEO (Organic result), PPC (Pay Per Click), Affiliate marketing, Email Marketing etc to drive traffic to your website. Now think about the acquisition cost! yes, every visitors count when you are spending tons of money to acquire visitors to your website.

Do you have a strategy to target visitors:

  • Who visited your website but didn’t make a purchase?
  • Who bought a product from your website but before long time!
  • Who added a product into cart but did not place an order

For eCommerce businesses, email marketing is also considered as the best medium as it gives the maximum conversion rate if you have a proper targeted list. Many eCommerce businesses still don’t know how to use email marketing in a proper way and still sends the common email to their customers which may or may not drive the proper conversions. It is an art to utilize this opportunity and if implemented properly, you can definitely generate good number of order from these audiences as well. In this article we will talk about how to use event based email marketing which opens several doors to grab conversions for your eCommerce business.

Event-based marketing or EBM refers to marketing strategies that are directed towards an event in the life of a customer. Event based marketing is very crucial in ecommerce marketing. An event can be something predictable and basic such as a birthday, an address change, a news story, a social trend, end of contract, a blog share, or the purchase of a product. It can also be something more personal and detailed such as a marriage, a pregnancy, or a large withdrawal from the customer’s bank account but in ecommerce business these events won’t be much helpful. The events that you will use as reasons or triggers to reach out to your customers will vary greatly depending on your customer base. As mentioned earlier, for ecommerce business events would be different and here is the complete guide of using various event based marketing for your business.

The benefits of event-based marketing in eCommerce

EBM focuses mainly on individual behaviors and this makes it more of a marketing pull than a marketing push. This is because customers initiate communication depending on something that they do, instead of being targets segmented or identified by marketers for a specific service or product. Event-based marketing can boost brand recognition and drive profits efficiently and quickly. It generates impressive ROI since marketers engage every customer depending on his/her actual interests or behavior instead of pushing sales promotion or marketing campaigns based on a targeted segment. Event-based marketing is usually a more personal form of advertising and can enable businesses to form personal connections with their customers. In addition, EBM is a great strategy that allows e-commerce businesses to respond to the needs of their customers at precisely the right moment.

Types of customer events to focus on

Event-based marketing begins with a variety of events in a client’s life. Ecommerce businesses need to identify meaningful events, associate with the right interaction channels and use the necessary information content to provide an optimal response and constant dialogue with every individual. Events are usually external to the individual client, but they will also trigger a precise action by the marketer. Customer events will vary greatly depending on the business. Some examples include the following

#1 Welcome after signup and after purchase

Marketers can welcome customers after they sign up and even after they make their first purchase. This can be achieved by sending a welcome email. You can also send them promotional items that are meant for new customers depending on your business, for example, a free trial follow-up from Grove below.

Or, you can send one simple welcome mail after sign up just like Berricle. Check below example.

For clients that sign up but have not yet made a purchase, a sequence of email nurture series will help to educate your customers about your brand, product, and niche. A welcome message or email should follow a service or product-centric customer activity, for example, inquiries or interactions with the business through a webpage, or mouse-clicking on specific items. Once the customer clicks on mail and visit landing page then welcome them with some good offers like below.

#2 Anniversary of first purchase

Ecommerce businesses can take advantage of the first anniversary of purchase to market their existing or new products to their customers. Reminding your clients about the purchases they made in the past may trigger them to make a new purchase, particularly if they are regular buyers. Don’t forget to send some good ecommerce promotion offers along with it.

#3 Customer’s birthday

Ecommerce businesses can use customers’ birthdays as an opportunity to make a sale or market their brand. You can send a birthday wish, printable gift cards, coupons or special offers to your customers to celebrate their big day. Many customers will remain loyal to businesses that remember personal events such as birthdays.

#4 Pre-order promotion

A pre-order promotion can be beneficial for businesses that have a growing audience because they can help you start building buzz before the actual release of your product. Brands frequently provide perks for preorders to help them get more purchases. For example, providing items or discounts on purchases available to people who pre-order at no extra cost. This strategy is used successfully in the gaming industry for new video-game preorders. Exclusive items are used to generate large preorder sales and still generate earned media around the new product launches.

#5 Refer a friend

A referral program can be an excellent way of getting new customers for your business. Most clients will readily refer their friends and family to brands that they love. Make sure that you endorse your referral program to ensure that everyone knows about it. Share it on all your social media pages and send them to your business email list.

#6 Abandoned basket

Businesses lose money whenever visitors abandon their carts without buying. Research by the Baymard Institute confirms that about 69.23% of shopping carts are abandoned. Ecommerce businesses need to address hesitations by shoppers to remind them to complete their purchase. Don’t worry you can still reach out to audience who abandoned carts.

This can be achieved by persuading them with free shipping or discounts. Craft a cart abandonment email that will entice visitors to return to their carts and remind them of what they were buying in the first place and why. Here is one such Abandoned cart email example sent by Flipkart.

#7 Almost-out-of-stock wish list

You can use a wish list reminder email to convince customers to take the final step in buying the products that they had shown interest in buying and they are now almost out of stock or selling out. This may just trigger the need for shoppers to make the final purchase. ModCloth always alerts its shoppers when products are almost selling out. This motivates customers and minimizes regret because people do not want to miss out on products they have been eyeing for a long time.

#8 Price change on wish list

If prices of products in your inventory change, you can use this opportunity to alert clients who had listed the products on their wish list. They may be motivated to make purchases, especially if you are giving great discounts or promotions.

#9 Back in stock

You can also alert your customers about products that are back in stock. KEEEN, a company that sells hiking shoes, gives its clients the option of receiving an email when their products of choice are back in stock.

#10 New color/style in previously purchased line

Clients may be interested in new styles or new colors in previously purchased products. Alerting them about the new designs or colors can trigger them to make purchases, especially if they had shown interest in the past. You can always get information by sending a customer feedback email to help you know what your customers want from existing lines. An example is the Airbnb customer feedback email template

#11 New lines in previously purchased brand/subcategory combo

If you have the ability, you can expand your product line by introducing new lines in the brands that were previously purchased. You can evaluate the market demand to determine whether a new line or subcategory is worth the cost. You can then alert customers who had purchased these products previously about the new lines or subcategories that you have introduced. If they bought these products, they may also purchase the new products.

#12 Cross-sell follow up

Cross-selling involves getting customers to purchase services or products in addition to other products that they have already purchased or have agreed to purchase, for example, complementary products and service add-ons. By using a cross-sell follow up, you can motivate your customers to make additional purchases. In Ecommerce business it’s called as product recommendations. If you have shown interest in any product or previously bought any product then ecommerce store will send you similar product recommendations.

#13 Business Anniversary Offers

Many ecommerce businesses also sends email on their business anniversary with good discount and offers. This tactic often works as most business enjoys their success on every anniversary and gives good discount to their customers.

Any changes in a specified customer event could be used as a potential opportunity to contact the customer. Since marketers set the rules, they should choose event opportunities that perfectly suit the strategy and objectives of their business. After implementing event-based marketing strategies, you need to closely monitor them. This will help you in determining their effectiveness and also making necessary adjustments. Furthermore, this data will be useful in the future as you will eliminate guesswork when implementing new strategies for reaching out to your target market. Transform your business today by harnessing the immense benefits of event-based marketing.

Simple Yet Effective Content Marketing Checklist to Boost Your Content Outreach

Content marketing is very broad subject and thousands of articles, guides or books have published depicting various strategies. But when it comes to implementation part, only few get success despite of building amazing content by following all those content marketing strategies, Why?

Neil has nicely explained the most common reasons why the content marketing strategy is failing, those are:

  1. Specific: You haven’t defined the precise content tactics you will use.
  2. Measurable: You aren’t measuring your ROI.
  3. Attainable: You don’t have a clear perspective on the eventual outcome.
  4. Relevant: Your content marketing strategy doesn’t actually target the business’ goals.
  5. Time-bound: You don’t know when you’ve succeeded.

I talked with many businesses who recently started blog and complaining about poor performance of their content marketing strategy. After studying their process in detail, I found that the proper process was not in place and few points require lot of improvement.  Here I will be discussing all those points to boost outreach of all kind of content, be it business blog or individual blog.

Before I start explaining the checklist, let me share brief information about the importance of blog for the business in their online marketing strategies.

Content is the King in current marketing era and having blog is now almost mandatory for any business. Blog posts have the capability of bringing extremely targeted leads to the posted content and engage audience through all the stages of sales and marketing cycle. Each blog post you create has its own importance which starts from small idea and does not just ends on publish button. The procedure of publishing any article is not easy at all and it’s definitely time consuming process as it requires lots of effort. So if you think that you will publish an article within minutes and it will give you instant result then you are wrong. If you think, by copying from other popular blogs you will start gaining instant traffic, then wait! your blog might become a victim of Google Penalty.

Difference between pro bloggers and lazy bloggers

Blogging is an art and can be learned by experience and not by copying. And this is what makes the difference between a pro blogger and a lazy blogger. A lazy blogger will not invest much time and effort in researching for the right and relevant data. In-fact they hardly follows the proper format for the blog posting. Result? Such blogs do not make much impact with the audience and fail to achieve the targeted leads.

On the other hand, pro bloggers who are extremely serious about the content generation process. They carry out extensive research on the keyword or the topic and come with a post, which is highly relevant and full of interesting facts and information. This is the reason it might take almost a week for a pro blogger to develop a single quality content.

Importance of content marketing checklist

Once you have a content marketing checklist in hand you can be sure of not missing out on any important point. Before submitting the ‘Publish’ button, just go through the points in the checklist and see if majority of them have been covered. A pro blogger will try and make improvements with every blog post. Here we start with our first point:

#1 Research, research and more research

No blog post can be good without substantial research on the topic. Content marketer often research about new content on various sources such as other articles, videos, blogs, images, infographics etc. They also extend their research to Google Trends, geek friends ideas, self made tutorials or any research point during work on client’s project and gather all information at one place initially. Once you have decided the topic for the blog post, look for the keywords that match with the same and base your research on the above mentioned facts. Google keyword planner and SEMRush are the best tools for keyword research.

#2 Deciding on content flow

Now that you have the whole research material in your hands, it is time to frame an outline of the blog you intend to write. Try and arrange the blog in a manner so that there is a smooth flow in the content. Without the flow, no content will be readable. Another thing to keep in mind in this regard is the keyword density. Use keywords wisely in the content. The content on individual article might be short or long and for that you must add some interesting information in between the content which grabs your right audience throughout the article.

#3 Wrack brains for catchy title and meta-description

The title of the blog is the first thing that the audience will see on the web. Therefore it is here that you have to work the most. Think of creative and innovative titles that will compel viewers to click on the blog and read what is within. Try to include one important keyword in the title for added advantage. If you are struggling to write catchy titles by your own then use BuzzSumo or TweakYourBiz title generator tool which can gives you loads of ideas for catchy and creative title. The meta-description will be kind of summary about the blog with insertion of keywords. The length of the meta-description matters and should be kept in mind.

Check out below title suggestions for the keyword “Social Media Marketing

title generator

One most important thing for blogger is that the meta tags length should not be too long. The optimal meta title length should be 40 – 69 characters long. Anything shorter then this might not be descriptive or catch attention of the readers. Meta description length should be between 135 -160 characters which is good for any article.

#4 Relevant images, graphics for better representation

To make your blog post all the more interesting and eye-catching, it is recommended to select relevant images, graphical representations, Infographics and other creative resources and use them at the right place in the blog. The images and other graphic contents should have appropriate titles as well. Adding creativity to the blog will only enhance its value manifold times. Some times data or user statistics and facts images also work in between the content.

The popular blogger Harsh Agarwal from ShoutmeLoud has nicely explained the importance of images in blog which generates more social media visits, google image search traffic and also increases the length of the article.

Below screenshot depict the penetration in social media users which is going to reach by 2.55 billions in 2018. You can easily reach to those audiences with properly optimized blog post containing engaging creatives for better social media reach.

statista users

Make sure that images, graphics or any other infographics should be specifically designed for your niche and must grab readers attention. High resolution and meaningful images always makes strong impact on users. If you are not able to purchase stock images then there is plenty of websites for free images available online. My all time favorite websites are Pixabay and Flickr (check for usage license before you use). As per experienced bloggers GIF’s are also best way to communicate with readers and lots of viral content blogs are using this technique.

Featured images are also more important when it comes to make first impression of any article on your blog. Amateur bloggers often spends more time to design featured images on Photoshop or other design tools but here we recommend you to use online tools like Canva to design featured image in just few minutes.

canva tool

#5 Internal linking is important

If you are a serious blogger, you will want the audience to be glued to your blog site to a longer extent. And for that, there is no better way than resorting to internal linking. Through this process, one page of the blog can be connected to another page in the same blog. This helps in smooth navigation within the site. Internal linking should be on targeted keyword and targeted page so it will not mislead the readers. Internal linkings are also beneficial to reduce the bounce rate of the website.internal linking structure

#6 Concentrate on proper and effective external linking

External linking to relevant sites help in providing the search engines an idea of the niche to which your blog belongs. Getting outbound links to highly trusted sites from the same niche helps your blog in gaining prominence with the search engine successfully. Other bloggers likes it when someone mentions their name in particular article so we recommend you to give external link on particular link followed by writer’s name. This way you can also build professional relations with fellow bloggers.

#7 Appropriate call to action options

While creating the blog, your target will be attracting more and more people to the same. More importantly, you would want to know what people think about your blog by posting their valuable comments. So keep options for ‘call to action’. Keep the ‘comments’ section ready. You can also offer chance of ‘subscribing to newsletter’ or ‘getting alert for a new blog post’ for more audience interaction.

Call-To-Action

Call to action often builds your number of audience and sometimes it can generate you the good business as well. So don’t miss this opportunity while setting up any article on your blog.

#8 Where & when

Now you have successfully written your blog and is ready to publish but, before that you have to choose the right day and time for publishing the blog post. There are varying opinions on the web as what is the best time for blog publishing as other factors like social media sharing, email marketing and other techniques are integrated with the same. Understand where and when your target audiences are active and accordingly plan your publishing. Before you hit the ‘Publish’ button, see if the above points are met with and go ahead!

#9 Outreach

It is just half the battle is won when you hit publish button; here timely outreach to target audiences is very important. Here are few steps to follow after you publish the content on your blog:

  • Email – Send email to your readers with catchy headline and proper content. If you are not building email list from your blog, you are missing lot of opportunity to build customer trust by sending different types of emails that can increase the audience engagement with your brand.
  • Social Media – You can run organic and paid content marketing campaign at social media platforms to increase the outreach of your published content. Facebook ads is the best platform to start with.
  • Influencer Targeting – During step 1 (research), you must have found influencers who already published various research and content in specific niche. Drop an email to influencer or connect with them at social media platform with clear information on how your content can add value to their existing published work. As they are very busy and receiving 100s of emails a day, you should have strong strategy to attract influencer to share your content.

I am sure, this checklist will help novice bloggers or businesses to get best out of their content. Do you have any query or suggestion related to this topic? I would love to interact with you.

Happy blogging!

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