strike while the iron's hot – international ecommerce day
TRANSCRIPT
Strike while the iron’s hot. How to rock your post-purchase communication.
International Ecommerce Day - May 2017
Michal LeszczynskiContent Marketing Manager at GetResponse [email protected]@mrleszczynski
What is it like to sell online?
It’s a bit like having a pet
…but they might just go chasing squirrels
Just like your customers
Why customers aren’treturning to you
Why aren’t they returning?1. They weren’t satisfied with the product, service, or your pricing
Why aren’t they returning?1. They weren’t satisfied with the product, service, or your pricing2. They no longer need your products
Why aren’t they returning?1. They weren’t satisfied with the product, service, or your pricing2. They no longer need your products3. They’re already buying from your competitor
E-commerce goals
What do you want?1. Sell more
What do you want?1. Sell more2. Sell more frequently
What do you want?1. Sell more2. Sell more frequently3. Spend less on acquiring new customers
What do you want?1. Sell more2. Sell more frequently3. Spend less on acquiring new customers4. Keep existing customers for longer
What do you want?1. Sell more2. Sell more frequently3. Spend less on acquiring new customers4. Keep existing customers for longer5. Increase customer lifetime value (CLV)
Post-purchase communication
Why though?1. You’ve already made an investment to acquire them
Why though?1. You’ve already made an investment to acquire them2. They’ve already shown interest in your offer
Why though?1. You’ve already made an investment to acquire them2. They’ve already shown interest in your offer3. They’ve made it through the purchase process
Why though?1. You’ve already made an investment to acquire them2. They’ve already shown interest in your offer3. They’ve made it through the purchase process4. It’s cheaper to retain than to acquire new customers
Why though?1. You’ve already made an investment to acquire them2. They’ve already shown interest in your offer3. They’ve made it through the purchase process4. It’s cheaper to retain than to acquire new customers5. It’s your chance to repair what didn’t go well
Why though?1. You’ve already made an investment to acquire them2. They’ve already shown interest in your offer3. They’ve made it through the purchase process4. It’s cheaper to retain than to acquire new customers5. It’s your chance to repair what didn’t go well6. It’s your chance to reinforce the positive experience
How to rock your post-purchasecommunication
1. Be quick
How are your customers feeling?1. Are they thrilled?
How are your customers feeling?1. Are they thrilled?2. Or maybe not so much?
How are your customers feeling?1. Are they thrilled?2. Or maybe not so much?
…whatever the case, act quick!
Source: Really Good Emails
2. Be remembered
How to stay on your customers’ mind?1. Be visible
How to stay on your customers’ mind?1. Be visible2. Make an impact
How to stay on your customers’ mind?1. Be visible2. Make an impact3. Communicate regularly
How to stay on your customers’ mind?1. Be visible2. Make an impact3. Communicate regularly4. Increase the number of touchpoints
Source: GetResponse
3. Show good manners
4. Turn them into advocates
”The team saw an 88% decreasein cost per order and a 461%relative increase in engagements.”Source: Marketing Sherpa
5. Offer help
6. Accept feedback
7. Befriend data
8. Trust automation
Source: GetResponse
Summing up1. Be quick2. Be remembered3. Show good manners4. Offer help5. Accept feedback6. Befriend data7. Turn them into advocates8. Trust automation
Michal LeszczynskiContent Marketing Manager at GetResponse [email protected]@mrleszczynski
Thank you!