Last week, a group of MailChimp folks headed to Chicago for the Internet Retail Conference + Exposition, one of e-commerce’s biggest trade shows and learning opportunities.
Educational sessions covered everything from customer experience to social commerce, and our research team took it all in. But we couldn’t just keep that knowledge to ourselves! Below, we take a look at some of our favorite lessons for e-commerce businesses:
It’s ok to start small with personalization—just start
Personalization, aside from being a bit of a buzzword at the moment, can be a pretty intimidating concept. The options for sending great, relevant content really are endless, but that shouldn’t keep you from taking the first step, our experts say.
“Don’t let the fact that you could do a ton of personalization make you not do it at all.” says Chelsea Fletcher, research lead at MailChimp. There are lots of ways to integrate it into your digital marketing, and many of them are within the reach of anyone who’s already doing email marketing.
“Start with the things you’re already doing—like sending email—and explore how you can optimize those tasks,” adds Lizzy Rolando, research lead at MailChimp.
You could customize your welcome automation series by geographic location, or send a special discount to customers who have spent a certain amount. If someone’s subscribed to your newsletter, but never purchased anything from you, maybe a promo code is all the push they need. (In MailChimp, you can send to those segments in a single click with pre-built segmentation, which Chelsea calls “low-hanging fruit.”)
You can even customize your transactional emails if you’ve got an e-commerce store that’s integrated to your MailChimp account. Throw in a product recommendation block with your receipts to suggest a related purchase your customer might love.
Abandoned cart automations = industry standard
There’s a lot of good reasons we love to talk about abandoned cart automations. They’re easy to set up, and on average they’re our most profitable. According to the MailChimp research team, our average user earns enough from them to pay for their account. So much to love, right?
But we’re not the only ones crowing about this automation. Abandoned cart came up in a lot of IRCE sessions. So another important reason your e-commerce store should be sending abandoned cart automations: your competitors likely are.
It’s cheaper to keep than acquire
Don’t give up on customers who haven’t purchased anything from you in a while. Re-engaging them (perhaps with an automation workflow <img src="https://s.w.org/images/core/emoji/2.2.1/72×72/1f60e.png" alt="