It’s the homestretch before the Super Bowl of ecommerce, Black Friday Cyber Monday.
Despite whatever news is coming from the backed up shipping docks and supply chain,
there are definitely things that are still within your control in order to maximize sales.
And according to Shopify’s research, consumers are looking to spend more this year than last year in the US ($787 vs. $686).
Just one week away, the bulk of the BFCM preparation is done, but here are some last minute tactics that can help:
👩🎨 Segment Your List
“The aim of marketing is to
know and understand the customer so well the product or service fits him and sells itself.” - Peter F. Drucker
Marketing becomes easier when you can put the right product and message in front of the right consumer.
This is segmentation.
And a powerful strategy to spend some time on before BFCM and you are competing with a lot of other noise during the BFCM madness.
One simple way to segment is called RFM Segmentation, based on Recency, Frequency, and Monetary value:
Recency: how recently they purchased from you
Frequency: how many times they have purchased
Monetary Value: how much revenue those orders brought.
The goal is to understand and predict how your customers will behave based on their purchase history.
By clustering customers based on similar behaviors, you can hone in messaging and improve relevance–this improves response rates, repeat purchases, and ultimately lifetime value.
As an ecommerce marketer, you likely are sitting on extensive customer data, that are not being used: purchase history, browsing history, engagement with marketing campaigns, and
more.
Go one step further by including customer data gathered with a Prehook quiz:
Their product recommendations
The challenges they face
Their goals
Interests
TL;DR: Identify VIPs, Champions, and who are most valuable, and work down from there. Personalization and relevance of offer and message will help cut through the noise next week.
2. 🤖 Automate Your Communications You probably have your automations set already, but with a spike in traffic and transactions, it’s a good time now to review what will be sent out at each stage in the customer journey.
TL; DR: Automating your customer touch points at every stage will help you work more efficiently and gain incremental revenue via campaigns.
3. 📱 Leverage SMS
Evan Romano from Postscript, a
Prehook partner, offers some great ideas on how to build and take advantage of SMS as a channel.
One takeaway that he mentions:
Focus on SMS list growth: offer an additional incentive during BFCM for opting in to an SMS list. So for example, offer an additional 5% discount for those who opt in with a phone number.
Even if they do not end up purchasing during the weekend, the SMS number is an asset that can translate to future sales during the holidays, or in 2022.
Super pumped for you to smash BFCM goals this year.
If I can help or if you have any questions about some last minute ideas, hit Reply and let me know!
