How to Stop Losing Customers to Abandoned Carts

How to Stop Losing Customers to Abandoned Carts

Marcus Torrisi
. 16 Nov 2022 . 5 min read

Abandoned carts are the arch-enemy of e-commerce businesses. Having a major effect on potential profit, abandoned carts are a frustratingly common occurrence for any online store.

Shopify estimates that the e-commerce industry loses up to $18 billion each year in potential revenue, with only 31% of users returning to their cart.

There are two key elements in reducing the likelihood of your store being impacted by abandoned carts: reducing the chances of carts being abandoned in the first place, and bringing customers back to purchase if they’ve left.

Before we hit the strategy, let’s dive into why shoppers may abandon their carts.

E-commerce industry loses up to $18 billion each year in potential revenue from Abandoned Carts

Shopify

Why do customers abandon their carts?

According to the Baymard Institute, there are four main reasons carts are abandoned:

Extra costs are too high

Around 55% of cart abandonment comes from extra costs being too high (e.g. shipping, tax, service fees, etc.). Cost is a major factor in the decision-making process and with recent increases in the cost of living and competition, customers want to feel as though they are getting a good deal. 

Account is required

Customers want convenience and efficiency during their checkout process. While having an account can reduce time to checkout in the future, for first time customers, having to create an account can turn them away. If your store doesn’t have the ability to checkout as a guest, you might see upwards of 24% cart abandonment as a result.

Customers are saying that having to populate fields that are unnecessary and don’t relate to the purchase of the product is a cause of frustration. This can ultimately increase the likelihood of them abandoning their cart.

Checkout is too long

18% of customers abandon their carts if they feel the checkout process is too long or complicated.

Gathering customer information is important but there needs to be a balance between what is absolutely necessary to collect, and creating a simple, streamlined checkout experience.  On average, the checkout process includes 23 form.

They don’t trust the site

Having to put your credit or debit card details directly into a website that they have not purchased from before is a red flag for many shoppers. E-commerce stores without secure payment options such as PayPal or Shop Pay could see up to 17% of shoppers abandon their carts during their checkout process.

 

Now we know some of the main reasons why shoppers abandon their carts, let’s dive into how we can reduce the number of abandoned carts and make sure we aren’t losing profits.

How to reduce the number of abandoned carts

Offer incentives

Incentives are an easy way to get your customers to complete their purchases on the spot or to bring them back to checkout.

Here are my 3 favourite incentives:

1. Monetary discounts

Discounts come in many forms. Typically, you might see a $10 or 10% off coupon via a discount code but these aren’t the only ones. For example, you might get half price on a second item that you purchase or even a buy one get one free. Keep in mind, however, that most shoppers know that if they abandon their cart they will likely receive a discount offer. Use this method sparingly to prevent it becoming expected, causing shoppers to abandon their carts on purpose to get the deal.

2. Free shipping

There are many times when we have gone to purchase on a site and been baffled by the cost of shipping that has been added to our cart. A free shipping coupon code is just the thing that can turn a cart abandoner into a sale. If you already have free shipping incentives when customers purchase a certain $ amount, perhaps you can offer discounted express or next-day delivery as a way to entice them back.

3. Thank you gift

Offering a freebie to a customer can be an effective way of getting them to return. This can be anything from free samples to tote bags, or a free gift with purchase. Make sure that the product you are offering doesn’t ultimately affect the margins of the sales but has enough value for the customer.

 

Have a seamless checkout process

Customers want to take the least amount of clicks to checkout. Making sure that the checkout process is as easy as possible is key. Plugins like Shop Pay allow customers to have all their details pre-filled during their checkout process, allowing for a quick sale. Using the Shop Pay service allows customers to increase the speed of their checkout by 4x and, according to Shopify, can be proven to increase conversion rates by upwards of 36%.

Even if you aren’t on Shopify, check out your e-commerce platform’s app marketplace to find a plugin that will help speed up your checkout process. Our sister agency Iterate also has an article about what not to do in your checkout funnel to ensure that your checkout is optimised, so you don’t add to the number of abandoned carts you have!

 

Use a well-known e-commerce platform

The user experience when shopping online is the starting point of ensuring that the customer completes their purchase. Using a well-known platform such as Shopify will allow the customer to have a positive experience regardless of device or location.

While a custom design has the most potential to really deliver on user experience, if that is not a viable option for your business, most e-commerce platforms have a large range of easy-to-use templates and designs that are user-friendly and will complement your store’s appearance and brand dramatically. These templates are likely to be user-friendly, intuitive and familiar to the customer. This will likely result in the customer having a positive experience with your store and will have a higher chance of converting.

 

Ensure your abandoned cart email automation is optimised and set

Email automation might just be the most crucial way to reduce the number of abandoned carts your business gets. Using an email marketing tool allows you to create simple but effective abandoned cart emails to target your customers after they have left your site. You have the ability to customise send times and the content of these emails so it’s tailored to your brand and brand messaging.

Here are our top five best practice tips for your email automation:

  • Products left in the cart should be front and centre
  • Clear calls to action should be placed as high as possible and repeated throughout the email
  • Use dynamic content to show live, up-to-date information where possible (Name, total cart amount etc.)
  • Send more than one email to increase the chances of conversion
  • Show reviews and testimonials of that or similar products

Losing customers to abandoned carts can significantly impact your business’ potential revenue. However, as we have outlined, there are many ways you can reduce the number of times it happens.

Keep in mind that you won’t be able to win back every abandoned cart that your shop has. It happens all the time in e-commerce stores and even at in-person physical stores with ‘window shoppers’ and the like but you can reduce that percentage. You could also try boosting your e-commerce sales in other ways or implement tactics for building loyalty.

 

Reach out to us if you want more information about this topic!

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How To: E-commerce Loyalty Programs that Keep Customers Coming Back

Sahlia Craig
. 03 Nov 2022 . 7 min read

Any marketer worth their salt knows it’s far more expensive to acquire a new customer than to keep and re-sell to an existing customer. Consider a typical ecommerce customer journey – there is so much energy and effort required through the early stages to attract and engage new customers, convince them that your product is absolutely the one they need, and build enough trust that your store is the one they choose. But, convincing a customer to buy from you again skips right past most of that. 

The probability of selling to an existing customer is 60-70%

Altfield

Loyal customers = more sales at a lower cost-per-conversion. Big win! But truly loyal, happy customers also fuel word-of-mouth and create user-generated content, advocating for your brand and contributing to driving more new customers to your store.

Think of your business as a bucket. That is to say, while it’s normal to lose customers, if you’re losing customers at a faster rate than you’re acquiring new ones, you essentially have a ‘leaky bucket’. So you either need to be exceptionally good at acquiring new customers, or you need to slow the leak (i.e. increase customer lifetime value and retention).

But if you’ve found yourself here, you likely already know why building customer loyalty is so important and what you really want to understand is how you can better achieve that for your e-commerce business. That’s great! We’ve got you.

What makes customers loyal to a brand?

Customer loyalty is driven by a number of factors, both functional and (primarily) emotional. Ultimately, to successfully build loyalty among your customers, understanding how your customers think is essential.

The product itself certainly has a part to play, after all you wouldn’t repurchase a product that failed to meet your needs on a practical level. However, in the world of ecommerce where there are likely countless options for very similar products, the product alone isn’t enough to build a loyal following. In addition to having a great product, you need to give your customers a tangible reason to keep coming back and tap into their emotions to create connection.

 

Build kinship with your customers

Many of the globally loved, big name brands, have managed to build a strong community of customer advocates by creating a sense of kinship with their customers. When we think about brands like Apple, or Nike, many don’t just buy their products purely based on performance or quality. A lot of the time, customers buy, and continue to buy, their products because of the way it makes them feel, and the sense of community they buy into.

According to Maslow’s hierarchy of needs, a sense of belonging is considered one of the most important needs of an individual, above safety and security. So, it’s no wonder why brands that make customers feel part of a community are so successful.

Loyalty and advocacy is built when customers feel like they are part of a community. A community grows and thrives when a brand is effective at uniting like-minded people together and making their customers feel personally valued.

56% of customers stay loyal to brands that “get them”

smallbizgenius

The Role of a Customer Loyalty Program

A loyalty program is a highly effective way to make your customers feel like they are part of a community. When executed well (and this is key), loyalty programs provide real and tangible reasons for customers to keep coming back, whether that’s for exclusive products, unique experiences, special offers, or simply for the sense of belonging to a community that makes them feel good.

Rewards and incentivisation are at the heart of any loyalty program. However, rewards alone are not what creates customer loyalty. A customer will only come back because they truly want to, not just because a brand pays them to do so. But with that said, when brands are smart with how they implement their loyalty programs, they can be a powerful tool to help build a sense of community and drive repeat business.

To get the most value out of a loyalty program, brands should focus on customer segmentation, analysis, and personalisation, to tailor the incentives and offerings based on customers’ key motivators and buying behaviors.

Types of Loyalty Programs

When it comes down to the inner workings of a loyalty program and how customers can earn and claim rewards, there are many different approaches that can be taken. 4 of the most common types of loyalty programs are point-based, tiered, paid, and value-based.

 

Point-Based Loyalty Programs

Points-based loyalty programs are one of the oldest and most common types, allowing customers to accumulate points that they can then redeem for rewards. 

Points are typically rewarded for actions such as making a purchase, creating an account, leaving a product review, or celebrating a birthday. By creating a points system that rewards engagement, referrals, and brand interaction, customers are further incentivised to participate in the brand community.

A benefit of a points-based loyalty program is that customers can then choose to redeem their points for the rewards that they are most interested in, giving them choice and increasing their sense of being personally valued. For example, they might be able to choose from options such as a free product or a discount on an order.

Shoppers engaged in points programs not only shop more frequently—they spend more, too.

Smile.io

Tiered (VIP) Loyalty Programs

Tiered loyalty programs offer different benefits or rewards to specific groups of customers, based on their spending levels. These programs can also be positioned as ‘VIP’ programs, providing a sense of status achievement for customers in addition to the tangible rewards. 

Tiered/VIP programs incentivise customers to spend more, by enticing them with new rewards or perks that can be unlocked when they reach a certain level of spending. When implemented well, it can help to increase customer engagement and establish an emotional connection between customers and the brand. This leads to better customer retention and higher lifetime value.

Tiered loyalty programs should be easy to understand and easy to earn. When customers can clearly understand what they will get at each tier and feel that these rewards are easy enough to achieve. Achievable, valuable benefits lead to a greater impact on customer behaviour.

With an emphasis on luxury and exclusivity, VIP programs create an experience that leaves customers wanting to spend more with your brand.

Smile.io

Paid Loyalty Programs

Paid loyalty programs are essentially a loyalty program that has a participation fee. This may be a one-time membership fee, or a recurring subscription fee.

Paid loyalty programs can require greater effort to acquire customers into the program. However, once customers are on board, these programs typically generate a higher customer value. A 2020 McKinsey survey on loyalty programs found that consumers who joined a paid loyalty program are 60% more likely to spend more on the brand after joining.

For a paid program to be successful, brands must focus on providing instant benefits with tangible value to the customer. From the customer’s perspective, the value must significantly outweigh the cost to join the program.

Brands must use the membership fees to invest in exclusive offerings with more emotional resonance, such as access to personalized experiences or members-only content.

McKinsey

Value-Based Loyalty Programs

Value-based loyalty programs differ from the other types of programs in that instead of offering tangible rewards to the customer, they emphasise the values of the company (and align those with the customers’ values).

In many cases, this looks like donating a portion of profits to one or more charities that closely align with the business’ values. For example, instead of giving a discount or reward to a customer, a business may donate 10% of their profits to a selected charity, incentivising customers to spend with them from a shared interest in a charitable cause.

Value-based loyalty programs require a clearly defined understanding of your business’ core values. This allows you to select a cause that makes sense and fits well with your brand.

When done well, value-based loyalty programs allow businesses to connect with customers on a deeper level and build a strong, lasting connection with them.

Choosing the right loyalty program for your customers and brand

Determining which type of loyalty program is the best fit for your customers and your brand, there are two key questions to ask:

  1. What is the primary goal of having a loyalty program for your business? For example, is it to get customers to shop with you more frequently? If so, a points-based program might be best. Or, is it to increase the average order value when they do shop? Perhaps a tiered VIP program is better suited? Or is it to build a sense of community and comradeship? In which case you may be best to implement a value-based program.
  2. Who are your customers and what motivates them? For example, are they more motivated by financial reward, or by values alignment? You need to balance customers’ motivations with your own business goals to find the best fit. 

 

Our favourite Shopify loyalty app

If you are running your business on Shopify, then hands down our favourite Shopify loyalty program tool is smile.io. Smile makes it super easy to implement points-based, VIP and/or referral programs.

 

If you have any follow up questions or would like to chat more about customer loyalty and retention strategies, get in touch with our team.

We can help improve your customer retention

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The Small Business Last Minute Guide to a Successful Click Frenzy

Gianna Callioni
. 26 Oct 2022 . 6 min read

Click Frenzy is fast approaching so if you’d like to capitalise on the millions of users who’ll visit the online marketplace, here are a few key things you should work on over the next two weeks!

Before getting into it though, you’ll need to make one key decision – will you officially join Click Frenzy, or unofficially ride off the hype?

Option 1. Taking part in the official Click Frenzy promotion

Many big-name online retailers use this event to generate large volumes of traffic and clear out stock. You’ll see brands like The Iconic, City Beach, PetStock, and Michael Hill all featured on the platform. On day one of last year’s event, participating retailers saw an average of 65% increase in traffic to their site. Featuring on the platform not only means you’re more likely to be seen by people in the shopping spirit, but also more likely to reach new customers.

However, you do need to pay to be there just like with any other form of advertising. You can use their self-serve advertising tool to see what the process is like and how their pricing model works. Before choosing this option, weigh up whether the cost of advertising on the platform will be outweighed by the increased sales.

Option 2. Making the most of people’s deal-finding goals unofficially

You can capitalise on purchase-driven mindsets without paying to feature on the platform. You can still generate a great deal of buzz within your own community through earned media advertising. If you have a solid earned audience (think email databases and social media followers), you may decide that this option is enough for you to get the pick-up in sales that you’d like.

You may also choose to run ads on social media or Google search to reach additional audiences. Click Frenzy has a fixed $0.80 cost per click on top of the fixed fee to feature a deal. Compare this to what your average CPC has been in the past (with a little wiggle room for increased competition) to help you decide which option is best.

Whichever option you decide on, there are several things you can do in the lead-up to the special event to help maximise your results.

Put Consideration Into Your Deals

It’s important to spend some time putting careful thought into the deals you offer as part of your sale. Potential customers will expect big discounts (remember, Click Frenzy does crazy 99% off deals), but it’s still essential to keep your bottom line in mind. If you can’t financially offer big discounts on your products, consider if you can provide small free gifts or free shipping instead.

You may wish to use this as an opportunity to promote some of your lesser-known or new products as well. Think about creating bundle deals specially for the event and pairing them with your more popular products.

Come up with a Backup

Selling out of your top products is a great thing, but it’s good to have some backups in mind in case you do. If potential customers visit your site wanting to purchase a specific item but you’ve sold out, is there something else you can promote instead? A similar product that would serve the same purpose for them and help ensure you don’t miss a sale.

Make the Most of Social and Email Marketing

Make it really clear when and how people will be able to access your deals!

A couple of days before the event, we recommend posting on all of your relevant social channels to capture as much of your audience as you can. This could include a combination of feed posts with the details and stories with countdowns.

Pair this with email communications to retarget past customers and subscribers. Depending on how well your database has been segmented, you should also tailor these emails where possible. Consider contacts that are yet to make their first purchase; an email to them could read, ‘Have you been a bit unsure about your first purchase? Maybe one of our biggest sales of the year will help.’ Or, if you’ve got a group of VIP customers who always shop with you, you could offer them an exclusive deal, ‘We wanted to say an extra special thank you this weekend! Use the code ABC123 for a fun surprise.’

Perform a Website Health Check

You’re potentially (hopefully) about to get a lot of traffic on your site, so let’s give them the best user experience possible. Particularly if it’s been a little while since you last reviewed everything, you’ll want to check on your checkout flow, your chatbot / customer service setup, and general usability.

We know that 87% of people will stop a purchase and abandon their cart if the process is too difficult. We don’t want that to happen during a big event.

The team at Iterate, our sister agency, have written an article all about getting your website ready for Click Frenzy. Take a look at it to find out how to ensure your site has the best chance of converting customers.

Double Check Your Email Workflows

Your customers’ experiences after they check out are just as important as the purchasing process. You want to make sure any automated emails you have set up (think confirmation emails, shipping updates, and friendly check-ins) are all fresh and up-to-date.

Keep Their Advertising Rules in Mind

Keep in mind that Click Frenzy is a brand in its own right and they have specific regulations surrounding the promotion of their trademark. Without explicit permission from Click Frenzy, you cannot use the term ‘Click Frenzy’ or feature their logo on any external promotional material.

Section of Click Frenzy’s Terms and Conditions

When promoting your sales through social media posts, on your website, or in marketing emails, please remember to use different phrasing. This could include, ‘Special 24 Hour Sale’, ‘Shopping Frenzy’, ‘Deal Weekend’, or anything along these lines.

If you’re reading this the day before Click Frenzy or even after the event, don’t worry! These same tips will help you prepare for Cyber Weekend later in November or Boxing Day/New Year’s sales as well.

What is Click Frenzy and how does it work?
Click Frenzy first launched in Australia in 2012 and is inspired by the huge Cyber Weekend deals seen in the USA (and now here too). Essentially, Click Frenzy acts as a marketplace for all of the biggest deals that are available during the limited time window. To officially be part of Click Frenzy as a brand, you actually need to pay an advertiser’s fee for each of your deals to feature on the platform. If a user clicks on your ‘ad’, they’re taken to your website to complete the purchase.

Interested in boosting your exposure this sales season?

Our advertising specialists can help.

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Opportunities for Australian Businesses in The New Zealand Market

Sequoia Cardoso de Sá
. 22 Jun 2022 . 4 min read

For Australian brands breaking into the New Zealand market there is incredible potential. The share of online spending on overseas retailers is 45%, with overseas outlets potentially overtaking local online retailers in online sales within New Zealand.

Since New Zealand is a smaller nation, with roughly 5 million people, there tend to be fewer options locally for some industries. Australia, with more major cities, a much larger population and a more competitive business environment has more variety and a greater range which, when these options ship to NZ, benefits Kiwi consumers.

51% of New Zealanders have minimal or no trust in online retailers, so building trust with customers will be paramount to any Australian retailer that wishes to tap into this neighbouring market. Loyalty programs, showcasing product ratings and placing reviews front & centre boosts consumer confidence and are highly valuable and vital aspects of selling online.

New Zealand customers will be turned off a brand, or lose trust, due to:

  • Inconsistent customer service
  • A poor refund or return experience
  • Poor treatment of employees
  • Brands that are difficult to contact or fail to offer access to real people
  • Hearing bad stories from other people
  • Expensive shipping

In fact, 74% of New Zealanders agree the behaviour of a company is just as important as what the company sells so being an ethical company also matters – not just having a great product.

It’s important for us to mention the fact that Kiwis are increasingly turning to local shopping to support the economy after lockdowns, which is a great thing domestically. For Australian brands that sell something that may be widely available within the local NZ market already, it may be more difficult to cut through. However, as mentioned above, in some industries there are limited options for Kiwis. They may not find a local store that sells the style of dress they are looking for and may turn to an Australian boutique that offers free shipping to NZ. Likewise, they may be searching for a very specific high quality natural product and struggle to find it locally, so they will turn to Australia to see if they can have it shipped. If they have a positive experience, they become loyal customers.

Likewise, if they cannot find particular food (long-lasting) prices locally, or those food prices are jacked up because of lack of local competition, those customers may find those products on Amazon or from an Australian stockist instead for a better price (think tea, powders, dried products etc.). In fact, many prices for food-type items or health products tend to be cheaper in Australia as the market is more competitive. In New Zealand, where there may be a lack of competition, some companies will exponentially increase their prices. Our New Zealand-based team member found a tea on Amazon Australia for $17 that was $30 from a local kiwi stockist. For this reason alone, many Kiwis may find themselves checking Australian prices to compare their options.

One of the largest barriers to entry is shipping prices. Consumers don’t like to pay for shipping with most preferring to pay a slightly higher price on the product but to receive free shipping. There are various shipping providers within both New Zealand and Australia, many of which have seamless integrations with Shopify, Neto, NZPost, etc.,

From what our team has witnessed, a couple of industries that have the greatest competitive advantage in the New Zealand market are:

Australian clothing boutiques

We have staff in New Zealand and have been growing within the market. One thing we can anecdotally confirm is that many Kiwis (before covid) would jump onto a plane and travel to Melbourne for a weekend to shop. They would jump across the ditch with a mostly empty suitcase just for a shopping spree because many Kiwis feel the options in Australia are better (and there’s definitely more variety!). While that habit of heading to Melbourne or Brisbane for a shopping spree practically ceased back in 2020 & 2021, those retailers can still reach their New Zealand customers and find new ones thanks to online shopping. Whether we see Kiwis flying to Aus for their fashion needs in 2022 is not entirely known yet.

Australian health & wellness products

Natural health & wellness products can be competitive depending on what the product is. For example, New Zealand is known for certain herbal products and for those there is no shortage. However, there are some health & wellness products that Kiwis lack options for and these products are where you will often see price hikes.

Other Industries & Sectors Have Opportunities Too!

There are definitely opportunities for other brands & sectors as well, but these are two types of businesses that can generally offer free or affordable shipping rates due to smaller/lighter parcels and can be beneficial to the local market. A great opportunity also lies with brands that sell a product that’s not available within the local NZ market at all, or where there’s a bit of a monopoly with only one stockist or brand selling a type of product.

How to break into the New Zealand market?

We’d be foolish to give away all of our strategy in a blog post. Fill out an enquiry form and chat to our team in a non-obligation discovery call to learn more about breaking into the New Zealand market.

Want to break into the New Zealand market?

Have a chat to our growth specialists today!

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Black Friday Bonanza: The Advertising Methods You’ll Want to Adopt for 2021

Sequoia Cardoso de Sá
. 19 Oct 2021 . 4 min read

Black Friday once meant lines of people wrapped around stores at sunrise and overflowing to the streets, shoppers fighting over the last few products, and crowds so loud and large that you were constantly shoulder-to-shoulder with fellow shoppers for that amazing new pair of shoes or gaming console with slashed prices.

But with worldwide eCommerce sales increasing 46% since 2019, hitting almost $4.9 billion in 2021, sales like Black Friday, Cyber Monday and Boxing Day have changed significantly. Black Friday in particular has transformed and morphed into a typical promotional period every November. It now spans multiple days, starting earlier and lasting longer, resulting in a loss of the original sense of urgency. Some retailers utilise month-long promotions, while others stick to the traditional 24-hour period. The longer promotional period seems to have been exacerbated by 2020.

Our Predictions

Black Friday will continue to be stretched out

After the ballooning of Black Friday in 2020, we don’t expect to see it bounce back to the original one-day event. Black Friday as a multi-day event is here to stay in 2021 for the majority of retailers, and customers are starting to expect it. 

Online sales will continue to skyrocket

In America in 2020, many popular items were out of stock online before the sun rose on Black Friday. Users know that they can buy online at midnight when many sales begin, getting ahead of the curb and snagging up those deals before the physical doors even open. We anticipate online sales for Black Friday will continue to surge in 2021 and beyond, particularly as more retailers have opened online stores in the past 18 months. 

Marketing Trends

A trend that has emerged is the ‘leaking’ of promos as early as October. Retailers have promoted their Black Friday deals early, hinting at particular price slashes in a bid to increase anticipation, build buzz and create more demand for their brand. If people know what they could be saving, they wait eagerly and prepare to be online as soon as those sales begin. 

With so many physical stores shifting online in the past 18 months, there will be more fierce competition online. Which means online marketing efforts will also be more competitive.

Although, despite the trend to shop online, 31% still prefer to shop in-store on Black Friday because of the overall excitement of the day and the ‘hunt’ for the perfect bargain.

For businesses with both online and offline stores, the focus still needs to be placed directing people both to the website and in-store.

Customer Expectations

Consumer Insights

54% of consumers will begin Holiday Shopping before Black Friday.

What customers anticipate
  • Free Shipping 
  • Limited-Time Sales
  • Click & Collect Capability
  • Easy to use website/app
Email Marketing

With 99% of email users checking their inbox every day (and some checking 20 times a day), email is an important channel for continuing to reach and engage customers for Black Friday. Ideally, you would already have a large usable email list. If not, we recommend prioritising the growth of your email list by creating an opt-in with a Black Friday theme and offering first access to deals or a free shipping coupon in exchange for their name and email. 

Scheduling your emails is important as people are most likely to check their inbox either just before or after they arrive at work, around their lunch break, and when they finish work. 

Importantly, don’t leave these emails until the day before. They should be landing in inboxes weeks before Black Friday to build anticipation and ensure people have the day marked on their calendar, with your store as a top priority. 

Elements of a good Black Friday email
  • Add the term ‘Black Friday’
  • Use emojis like a shopping cart of gift, but only at the end of the subject line
  • Personalise with a first name
  • A sense of exclusivity and / or urgency
  • Promotions & offers front and centre
  • Keep headlines, subject lines and call-to-actions appealing and attention grabbing

Ensure you also send an email towards the end of the promotion with a sense of urgency in the subject heading i.e., ‘Only 12 hours left of Black Friday prices. Get your deals before it’s too late’.

Abandoned Cart Emails

Abandoned cart emails are always a good idea. So it makes sense we’d be suggesting it for Black Friday. In fact, creating cart abandonment emails turns out to be one of the most significant strategies for online businesses. Reminding customers of the deals they haven’t yet purchased is a powerful way to gain them back and guide them through the checkout process.

SMS Marketing

Australians also respond positively to SMS communication from brands, with high open rates across the board. Let your customers know the sale has begun, or will be starting tomorrow, with an SMS message. Don’t go overboard with this though, no one likes spam on their phone. 

Audio Ads – Spotify

Audio engagement travels with consumers where visuals can’t go with 7 of 10 listeners able to correctly identify a brand after hearing an audio advertisement. Audio ads on channels such as Spotify provide an excellent opportunity to deliver targeting audio ads where visuals can’t go, reaching people while they are engaged with their favourite music or podcasts. Also, this channel is easier to use than you might think. 

Paid Advertising

Tap into your paid marketing channels to get the word across before the day. A Black Friday campaign can be run through paid media channels from 2-4 weeks before the sales start. Keep the messaging clear, concise and focused on the promotion / offering. This can be specific or vague, promoting either ‘massive deals to be revealed on the day’, or ‘20% off our bedroom range this Black Friday’. Google Display, YouTube, Facebook and other awareness channels are ideal to utilise in the weeks leading up to the promotion, while Google Search needs to be front and centre on the day as people search for your products or brand. 

Make Your Sales Remarkable 

And finally, bringing it back to where it all began, a competition between retailers to see who could offer customers the best deals. This is truly what customers are searching for during this promotional period, they want to see who is offering the most remarkable sales. So, consider your business, what stock you really need to move and what you can offer that would be remarkable for your customers. This is different for each brand. For example, if you’re known as a brand that never has a sale, then 15% is a remarkable sale. If you’re a brand that frequently holds sales and promotions, you may be expected to step it up a notch by your customer base. Consider your brand, your business and what makes sense from a profitability standpoint.

Need help with your Black Friday advertising strategy?

Chat to our team of eCommerce marketing experts today. 

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Six Marketing Tips to Boost eCommerce Sales

Kailey Reinhart
. 25 Aug 2021 . 3 min read

With the rapid growth of technology and the effects of the pandemic ongoing, customers are turning more and more towards online shopping to make their purchases. Whether you sell the latest fashion, soy candles, or cocktail mixers, having an online presence that people love is now essential. If you want to see profits increasing month-on-month and loyal customers who keep coming back, you need to continually market and optimise your site. It can seem daunting but it doesn’t have to be – we’re here to help you get started with 6 marketing tips:

Upsell to Engaged Customers

You know those “Customers also bought” or “You may like” pop ups and sections on product pages? Or even upgrades on a base product? This is a great way to upsell or cross-sell to users who are already interested in your products. However, it is important to make sure the upgrades or add-ons are actually of interest to the consumer. They should relate to the original product and match the kind of price range the customer is likely sitting at to ensure they consider (and hopefully purchase) the extras. If your store is on Shopify, there are some great apps that allow customisation of this, such as Cross Sell & Cart Upsell and LimeSpot Personalizer.

Offer Loyalty Programs and Rewards

Everyone likes to feel special and everyone likes to snag a bargain! Loyalty or VIP programs with rewards are a great way to encourage repeat purchases, as well as build a solid database for other forms of marketing. Some loyalty programs take it a step further with status tiers, which can incentivise customers more than traditional points systems. An example of this is customers getting a point per dollar spent, with a certain number of points, say 200, equaling a credit at the store, usually between $5 and $10.

We go into more detail about how to build effective loyalty and rewards programs for e-commerce in another article.

Encourage User Generated Content

User Generated Content (UGC) is not uncommon in marketing – you’re probably already using it! But there are even more ways to integrate it than you may be aware of. Instagram integration on product pages is becoming a popular way to show a product in use by real people and if you encourage this through hashtags and the chance to be featured, this will not only generate content for your product pages, but also your social media and content marketing activities. One brand that does this very well is BlackMilk Clothing, who highlight select customer photos that are tagged with the product name, like this dress.

Automate Email Marketing

Email marketing can be a dividing topic, with some experts claiming the field is dying, but it can also be an incredible tool and the statistics back it up, especially when it comes to shopping. Shopping online relies on good communication due to the lack of face-to-face customer service. Customers get emails confirming their order, updating them on the status, notifying them of sales and new releases – from an eCommerce perspective, email marketing is a huge beast and automating as much as possible to give the user all the information they need is essential. Klaviyo is one of our favourite tools for email marketing automation; particularly when paired with a successful abandoned cart strategy.

Optimise for Mobile

Crucial for any website, the experience someone has using a site (or store) on their mobile can quickly see the end of that customer’s interaction with your brand if it isn’t optimised appropriately. It can also affect your SEO performance as search engines like Google now have mobile-first indexing. At a minimum, your site should be responsive based on the size of the screen it is viewed on but if you can, creating a unique mobile experience for your audience is ideal. You can start by chatting to your developer about how optimised your site is for mobile (or talk to us about our partners about doing an audit for you!).

Make Purchasing Easy

You added some items to your cart, went to check out, and something stops you – the cart doesn’t give you all the information you want, the store doesn’t offer split payments, checking out takes too long, extra costs are too high. There are many reasons why someone might abandon their cart but creating a streamlined, simple checkout process can make a huge difference.

If you implement any of these ideas, make sure to track the results. Look at ROI, talk to your customers, review data before and after you implement. Tracking can be a complicated beast and a whole article in itself, so if you need help with improving your online store or analysing how it is performing, our team love working on eCommerce stores, so please reach out!

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