Ecommerce Website Owners Are You Leaving Money On The Counter

Ecommerce Website Owners Are You Leaving Money On The Counter

Own an​ ecommerce website? Do you have a​ mailing list?

If not,​ you’re potentially leaving a​ lot of​ money on​ the​ counter.

Keeping in​ touch with your past customers and visitors,​ is​ one of​ the​ easiest and cost effective methods of​ increasing your website sales. You simply must have a​ mechanism to​ collect the​ email addresses of​ both buyers and browsers alike.

Collecting buyers email addresses is​ a​ ”no brainer” – after all you need to​ send them confirmation details,​ receipts etc. Just make sure you ask their permission to​ keep them up to​ date on​ future special offers.

Collecting visitor details is​ a​ bit trickier,​ and you must offer some kind of​ incentive in​ return for them handing over their valuable email address. Here are several ways:

· a​ discount voucher off their first order

The amount you are prepared to​ offer will depend on​ the​ profit margin in​ your business,​ and the​ drawback is​ you may only get the​ email addresses of​ people who were going to​ purchase anyway.

· a​ competition to​ win one of​ your products.

Do make sure you are honest and pick a​ winner – put past winner details on​ your site to​ emphasise this

· an​ insiders buyers guide

If you offer technical products that can be tricky to​ understand – such as​ electronics,​ audio-visual etc,​ then write a​ short guide

· Special reports or​ tips guides

If you sell golf equipment,​ search for articles on​ golf tips online,​ obtain the​ authors permission and compile them into a​ PDF report.

Managing your list

Depending on​ what ecommerce system your website is​ based on,​ you may already have the​ ability to​ manage email lists. if​ not,​ use a​ list management service such as​ Aweber (,​ which allows you to​ set up autoresponder sequences,​ multiple lists and send HTML emails.

Which brings me nicely to​ the​ next *must* . . . send HTML emails!

HTML emails are the​ ones full of​ images and graphics,​ rather like webpages as​ opposed to​ plain text emails.

Why? They are far more eyecatching,​ which is​ essential given the​ increasing amounts of​ email we​ get every day. You stand a​ better chance if​ you include images of​ your products – after all a​ picture is​ worth a​ thousand words,​ right?

(the only exception to​ this is​ people selling non tangible products or​ services - for example,​ information products usually work better in​ text emails.)

What should you communicate in​ your emails?

· Special offers

Any products that you have put on​ special offer,​ sale items,​ end of​ line stock etc. Adding a​ message of​ limited availability or​ ends by a​ certain date will help increase response.

· Seasonal offers

Garden furniture and barbecues in​ Spring,​ for example.

· Offers tied to​ special events

Before the​ recent FIFA World Cup,​ I was inundated with special offers on​ all kinds of​ TV’s for watching it​ on. if​ you can tie your products to​ a​ popular event in​ some way,​ so much the​ better.

· New product reviews

Reviews of​ the​ latest product offerings to​ hit your marketplace,​ will interest your customers.

· Technical “how to’s”

If you sell any kind of​ technical product,​ your customers will appreciate the​ occasional how to​ guide. How to​ get the​ best out of​ your equipment,​ top tips,​ etc.

Frequency of​ emails

I wouldn’t advise emailing your customers any more than once a​ week,​ and leave it​ more than a​ month between communications and they are likely to​ be forgetting about you.

There we​ have it. Loads of​ ideas on​ how to​ keep in​ touch with your customers,​ and make sure you stay at​ the​ forefront of​ their minds. the​ cost is​ virtually zero,​ and the​ potential returns are massive.

What’s the​ cost if​ you don’t? Well,​ undoubtedly one of​ your competitors will make the​ effort – and end up seducing your customers away from you . . possibly for good.

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