CUSTOMER INTERMEDIATE MARKETING TO DRIVE REPEAT SALES
We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions!
1 Use the hashtag #InboundLearning on Twitter 2 Question of the day #INBOUNDLEARNING WEBINAR SCHEDULE
7/8 - How to Increase eCommerce Customer LTV
7/15 - How to Run Successful B2B Customer Marketing
7/22 - Review of Customer Delight Campaigns
Mark Kilens @MarkKilens Steve Haase @SteveHaase AGENDA 1 Inbound commerce fundamentals 2 Ecommerce email campaigns 3 Nurturing outside the inbox INBOUND COMMERCE 1 FUNDAMENTALS.
RETENTION GROWS 5%
PROFITS GROW 25% - 95% BUILDING THE RIGHT LIST.
YOUR BIG SPENDERS 1 Treat them like VIPs… because they are! DEMOGRAPHICS 2 Segment by important data such as gender and region. BUSINESS VERSUS 3 PLEASURE
Are you offering an opportunity for business buyers to raise their hands? INTERESTS 4 Discover what your customers are interested in. Either ask them, look at the order data, or use the website data. ECOMMERCE EMAIL 2 CAMPAIGNS. FIRST FOLLOW-UP. 1 TRANSACTIONAL EMAILS
Takeaway
Include secondary content in your order and shipping emails to increase engagement on your site.
2 THANK YOU NOTE
Takeaway
Say thanks.
Offer helpful resources and additional products.
3 BUILD YOUR COMMUNITY
Takeaway
Feature your awesome customers in one way or another.
4 ASK FOR A REVIEW
Takeaway
Reviews increase product page conversions — up to 30% — so be sure to ask for them!
CONNECT WITH A REAL 5 LIVE HUMAN BEING
Takeaway
Offer a personal touch to build the relationship, and optimize the process for people to receive that extra attention.
6 OFFER RELATED PRODUCTS
Takeaway
Reconnecting with upsell or cross-sell products helps customers enhance their initial purchase with complementary items.
7 IMPROVE YOUR SERVICE
Takeaway
Sending an NPS or other survey-type email will give you valuable feedback, and can help you proactively improve a poor customer experience.
REPLENISHMENT.
WHEN TO COUPON? REORDER EXAMPLES Takeaway
Remind subscribers to reorder when their initial supply of product is close to empty.
Don’t use a coupon as your first move, wait until after the product is used up to offer a discount.
GIFT OPTIONS STAYING TOP OF MIND GET SCIENTIFIC Takeaway
There are many ways to approach replenishment.
Test, test, test!
LAPSED CUSTOMERS. WIN CUSTOMERS BACK Takeaway
Sometimes people just forget how awesome you are.
Remind them why they purchased if their “reorder period” has passed.
BUILD “FOMO” WITH A BREAKUP EMAIL CONTESTS Takeaway
Get creative with your reengagement campaigns.
What sort of content would get sleepy members of your audience most excited?
NURTURING OUTSIDE 3 THE INBOX.
SMART, DYNAMIC CONTENT
http://shoptalk.hubspot.com/recommended-for-you REWARDS PROGRAMS Takeaway
Use social media outreach, smart content, and rewards programs to keep customers engaged beyond just their email.
CROWD SOURCING ACKNOWLEDGE SPECIAL DATES Takeaway
Making a customer feel special is one of the best investments you can make.
Find ways to bring them into your world and provide paths for customers to invite you into theirs.
NEXT STEPS
1. Build four or five targeted customer lists 2. Create or update your post-purchase email campaign 3. Create a win-back campaign for lapsed customers
RESOURCES
• Ecommerce Reorder Marketing Ebook • HubSpot's Inbound Ecommerce Blog • The Ecommerce Buyer's Journey • 5 Ways To Increase The ROI of Your eCommerce Marketing Blog
QUESTIONS? THANK YOU.