By Josh Reyes
Gone are the days when you needed a dedicated specialist or agency to handle all of your e-commerce stores’ marketing. With the rapid advancement of social media and email marketing platforms, anyone with an e-commerce store can get ads running and emails sending within a couple of hours.
But while it’s easier than ever for stores to hand over their money and advertise their products on multiple channels, a number of factors make it increasingly challenging for stores to personalize their campaigns across multiple channels at scale:
- Purchase journeys across multiple devices – The average American now owns 3.64 internet connected devices
- Lack of knowledge – Facebook’s targeting and functionality keeps improving by the day and e-commerce marketers simply can’t keep up
- Lean teams – The majority of ecommerce stores start with lean team of one to a few members. There’s simply not enough time to coordinate cohesiveness across each marketing channel while managing your usual day-to-day.
You might be thinking…With all these challenges should I bother personalizing my campaigns? Can’t I just run ads to acquire new customers?
Short answer: NO
The average e-commerce store generates 40% of their revenue from only 8% of their customers. It’s a whole lot easier and it pays a lot more to personalize your marketing and focus on selling to your existing customers!
According to Accenture, 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, or knows their purchase history.
The best way to personalize your marketing across multiple channels is to start with email marketing and replicate your campaigns to social. Email marketing consistently outperforms other marketing channels including social because it’s personal and direct. But if you don’t get your email opened, you might catch your customer on Facebook. After all, the average Facebook user spends 50 minutes a day on the platform!
In this post I’ll show you 5 targeted and personalized email campaigns that you should replicate outside of the inbox to personalize your marketing and get more sales.
1. Welcome Campaigns
Nice work! You’ve captured a lead.
You’ve probably automated a welcome emails series introducing your brand and most popular products, so now let’s replicate these emails on your lead’s Facebook page.
Your welcome campaign emails and ads should aim to:
Push leads to make their first purchase:
At this point people are most excited about your brand, they’ve just discovered you and you’re at the top of their mind. The excitement leads to them opening your emails 4X more often and clicking through 5X more than when you send regular promotional emails – so now it’s time to make a hard push with email and social to get your first sale with an introductory offer. Make your offer clear and don’t over crowd your message with branding, the customer has already seen a brand snapshot when on your site. Your one and only goal with your first email and social campaign is to make the Go to the full article.