Email marketing is a powerful and dangerous tool for eCommerce. In the best case scenario, email is used to persuade, acquire, and retain eCommerce customers. Email lets you communicate with your leads anytime, wherever they are. Especially because your emails probably arrive in their pocket (on a mobile device.)
On the other hand, the way you handle email marketing could tarnish your brand image. Too many emails, and you are seen as a spammy annoyance. Irrelevant emails make your customers feel as if you don’t know or (worse) don’t care about what they actually want.
If you talk about optimizing your customer experience, you’re already a step ahead. With options that span from online self-service to mobile devices to social media to email to in-store experiences, it’s a daunting task to optimize each touchpoint for your prospects and customers. Especially when each touchpoint is expected to recognize and identify the preferences and histories of each consumer for a seamlessly consistent experience.
The optimization of each touchpoint presents a very real opportunity for more leads and more sales. Customer experience optimization is a true competitive advantage. But the key to successful optimization often gets overlooked…
This week, we are dedicated to digital transformation, which is the optimization of the entire customer experience across every touchpoint. Our previous blog post discusses the myriad benefits, including more leads, more conversions, more traffic, more customer satisfaction, and more.
To optimize the entire customer experience, end-to-end, you need to first answer the question: What do your eCommerce customers want?
Accurate and up-to-date information
The ability to search your site with whatever device they choose (smartphone, tablet, or desktop)