So, you made it through Black Friday and Cyber Monday with a plan in place… now what?
Now it’s time to keep that holiday momentum going. This will allow you to maximize the total value and sales you received from new and existing customers during Black Friday and Cyber Monday.
But how exactly do you keep the momentum going?
Below is a step-by-step guide to do exactly that.
Step 1: Say thank you
The first step is to personalize your customers experience with a “thank you”. Your customers have many choices when online shopping, but they picked you. By saying thank you, your customers will see that you are trying to go the extra mile and really appreciate them.
Saying thank you can be a big differentiator for online retailers today.
This ‘thank you’ could be in the form of, or a combination of, a:
- Hand written card
- Personalized email
- Blog showing and/or telling your customers you appreciate them
- Shout out on social
When saying thank you to your customers it is also a good time to make sure your customers enjoyed their experience.
You could then send an automated email asking them to rate their experience on a 1 to 10 scale.
Step 1A: If they enjoyed their experience…
Let’s say you sent the automated email asking your customers to rate their experience.
If they rate it a “9” or “10” you could send another automatic email asking if they could write a review on Yelp, Shopify, WooCommerce, BigCommerce, and etc.
Getting reviews or your online reputation is hugely important because it impacts consumer opinions about your online business. In fact, according to Search Engine Land 84 percent of people trust online reviews as much as a personal recommendation — if they meet their requirements.
Step 1B: If they didn’t enjoy their experience…
However, let’s say you sent an automated email asking your customers to rate their experience and they rated it poor. Maybe they rated it a “1” or a “2” out of 10. You could then have a notification that would alert you of this poor rating so you can reach out personally to try and rectify the situation and get more details around why their experience wasn’t good.
But, let’s say the customer had an O.K. experience maybe a “5” or “6”. You could then add them to a win-back email series offering them incentives or products that would “win them back” as a customer.
Step 2: New customer welcome series
So you said thank you to all of your new and existing customers for purchasing from you on Black Friday and Cyber Monday.
Now you want to be sure all of your new clients who enjoyed their experience are added to a new customer welcome series. Remember, for the new customers who didn’t have a great experience they would be added to a win-back email series instead.
The purpose of the welcome series should do just that; welcome your new customers and warm them up to your brand and other items they might enjoy. Whereas, the win-back series would be less of trying to get your customers to buy and more of educating them on your product or service, and why it adds value to them.
Step 3: Nurture track for existing customers
For existing clients who made a purchase on Black Friday or Cyber Monday, you will want to create a nurture track. This email series should be built around what the customer is, and was engaged with, on your website.
You can track a contact’s engagement and behavior using:
- Campaign (email) opens
- Page visits on your website
- Campaign link clicks
- Custom events you have defined using Event Tracking
These interest indicators are just some of many behaviors you can use to learn about a current client’s interests or preferences.
This nurture track for repeat and existing customers is particularly important because of the 80/20 rule or Pareto principle.
The 80/20 rule states that in general 20% of your customers represent 80% of your sales and that 20% of your time produces 80% of your results.
So, keeping the Pareto principle in mind it is very important that you continue to nurture your existing online customers, because it’s likely they are making up 80% of your sales.
Step 4: Put in place a re-purchase or replenishment program
Give your customers a reason to re-purchase items they were interested in the past.
Let’s say you sell shampoo and on average people finish a bottle once a month. You should be reaching out to customers who have purchased shampoo once a month asking if they need to repurchase.
This is a great way to ensure you stay top of mind. They will also love the convenience of you reminding them. Rather than them remembering after they run out of your product.
Step 5: Keep promoting for Christmas and New Years
Speaking of staying top of mind… don’t wait to start promoting your online retail business with Christmas and New Year’s right around the corner.
According to a CreditCards.com survey 21% of American adults do Christmas shopping in November and 54% in December. Though, an estimated one million shoppers are done completely before November.
This means that, 54% of American adults still need to complete their Christmas shopping.
So, give them a reason to shop with you.
Moreover, you need to be prepared for New Year’s and the New Year’s resolutions that come with the holiday. If you are running an online health business, in particular, you need to be prepared for the New Year.
The most popular New Year’s resolution for 2017 was to get healthy with over 62,776,640 searches online. Some of the other top resolutions were get organized, live life to the fullest, travel, read more, spend less/save more, and learn new hobbies.
So, this is all to say, it is important to continue promoting your online business to finish the year out strong and start the New Year with even more momentum.
Step 6: Continue to delight your customers
But, your job of running an ecommerce store is not over.
The promotions, nurturing, and win-backs would all fall by the wayside if you don’t continue to delight your customers.
Though, all of these steps outlined are tools. Tools to help you delight your customers throughout their lifecycle and to better differentiate yourself from your competitors.
*Keep the momentum going after the holidays. Try ActiveCampaign for free. No credit card required. 14 day trial.