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Tuesday, April 29, 2014

Tips for Optimizing Your E-Commerce Strategy

Written by  Duane Bailey

In my last post, you may recall my mentioning the findings of a recent e-commerce study by predictive analytics firm Custora.


It was largely a good news story for email.


Customer acquisition via email has quadrupled over the last four years. Email marketing is a growing trend in e-commerce and customers acquired through the email channel have a higher Customer Lifetime Value than those acquired through most other channels.


If your brand is looking to acquire new customers through the email channel, here are some tips for optimizing your e-commerce strategy:

1. Make it to the recipient's inbox.
In the sales world, this is the equivalent of "earning a seat at the table." Avoid spam triggers in your subject line. Target customer segments and buying patterns.

2. Get opened.
In a March 2013 Customer Experience Survey by Kentico, 48% of participants listed email as their preferred form of communication with a brand. Use a familiar, recognizable name in your return email address. Make sure your subject line is relevant to the needs and concerns of your target audience. Include an eye-catching image in the body of your email.

3. Give the recipient a compelling reason to act.
Create a call to action. Provide the recipient with 3-5 reasons to click through the link(s) in your email. Add social share buttons for increased click-through-rates (CTRs).

4. Make it easy to read from a mobile device.
Data shared by Litmus during Marketing Sherpa's 2014 Email Summit indicate that close to half of all emails are opened on a mobile device (i.e., smartphones and tablets). Use simple and short subject lines. Reduce copy to accommodate reduced screen real estate.

5. Invest equally in other elements of the customer's purchase journey.
Google research tells us 90% of consumers have mult-screen brand experiences. Provide your customers with a brand experience that is at once seamless and specific to the nature of the device they are using. Examine it from the mobile user's perspective. Optimize the entire path to purchase, from the landing page through the shopping cart.

Done right, email marketing can be one of the most valuable tools in your e-commerce strategy. What other ideas do you have for optimizing your strategy?


Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

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