Last Minute Ship Dates Email Campaign

A favorite late Holiday marketing tactic is the “last chance to order” email based on Holiday shipping dates. This places a very specific call to action on the buyer and targets select products to drive a strong conversion rate. Use email and Website messaging and recommend products that include free shipping.

Help the Very Busy, Undecided Buyer

This is a very busy time of year and can stress the undecided shopper. People go to the Web to make shopping more convenient, but it’s often difficult to buy the right gift, especially for the person that has everything. Help the undecided buyer with options, add-ons, unique gifts and other ideas to help them find a great gift. A good subject line for this promotion is: “Having a hard time selecting a last minute gift? We can help.”

What is Selling this Holiday?

A great way to help buyers is to show them top-selling products and what is popular.
This assures the Website visitors because many people have purchased this item so the masses can’t be wrong. Top sellers help simplify the decision making process for buyers.

The Brand’s First Exposure

Many customers become aware of your company for the first time over the Holidays. Surprise gifts are common and this leads to new Website visitors. Welcome them to the site with complimentary products, accessories, email subscribe options and other methods for capturing them as a loyal customer.

Post-Holiday Marketing

Don’t stop marketing after the Holidays. Online selling continues strong into January as people continue to buy late gifts or visit Websites selling the gifts they received to find accessories or to buy related items. Many gifts received this year will be a first time exposure to the brand by the gift recipient and they are very likely to go to the Web to learn more and be up-sold. It is important for the brand, for January sales and repeat business. Develop post-Holiday selling strategies to drive these goals.

Here are a few more ideas for last minute Holiday sales and post Holiday sales campaigns:

- Didn’t Get What You Wanted?
Not everyone gets what the gift they wanted. Many people buy gifts for themselves around the Holidays.

- The Perfect Accessory to Your Holiday Gift

- Did One of Our Products Make it Under the Tree?
If you received one of our products as a gift, buy direct for the first time and receive a discount.

- Keep in touch all year long and subscribe to our email offers.
If you enjoyed our products as a gift, you’ll love what we offer all year long.

We hope these ideas offer and few creative suggestions to market for the remaining Holiday sales rush and into 2012.

Thomas Young

In this podcast Glenn and Tom discuss strategies for dealing with shipping in online sales and eCommerce Websites. Shipping is one of the most important considerations in the user’s interaction with an eCommerce Website. There are many variables needed to evaluate before developing a shipping strategy that meets user needs and maximizes sales and conversions.

Why is shipping so important to Website conversions?

• It is one of the most important considerations in the pricing equation.
• Many strategies need to be considered beyond price.
• Delivery time is a big factor.
• Product condition during transport.
• Product receipt and the user’s location.
• Delivery method and user’s impression of their service.
• Return and customer service.
• International issues.

What do users look for in online shipping costs and processes?

• Users want it free and delivered right now.
• Users are very smart and sensitive to shipping polices and pricing.
• An explanation of shipping policies that is in their favor is needed.
• Turn shipping into a win-win and an advantage for the Website.
• Offer return shipping if it fits in your pricing model.
• See the Zappos and Amazon Websites for examples.

What are considerations from the Website marketer and business manager?

• Don’t take shipping lightly or just pass through your costs with a mark-up.
• Shipping should not be a way to improve margins.
• Think of shipping strategical and develop a plan.
• Understand the numbers and the supply/demand issues around pricing.
• Be aware of how online sales tax impacts users and shipping costs.

Here are the action items from the Podcast:

• Understand the financials and pricing issues around selling your products with shipping included.
• Use this financial information to drive shipping and pricing strategies.
• Write up your online shipping policies and explain how you do it.
• Talk to your target market about shipping through informal surveys.
• Research your direct and indirect competitors.
• Map out the shipping process before the site is built.
• Work with your shipping partner to figure out these issues, they also want you to sell and ship your products.

What is the ROI calculator and why is it important?

• A tool for determining ROI from lead generation and eCommerce Websites.
• Use it to develop projections, set budgets, monitor Web marketing spend and determine potential return from Web marketing efforts.
• Follow the instructions on the ROI Calculator Website page found on the link above.

How should the ROI calculator be used?

• First determine if you are looking for lead generation or to sell products online.
• Prorate one time charges monthly.
• Determine the timeframe for ROI calculations, usually monthly.
• Be ready with your monthly spend, include time estimates as well.
• Reset the calculation as needed to determine your budgets.
• Click on the question mark link for a definition of each field.
• The orange fields are calculated for the user.
• Press the blue button to get your ROI.

Key action items for the listener:

• Determine and set budgets for Web marketing.
• Understand the value of a sale in short and long-term.
• Understand et value of all Website conversion rates.
• Visit the ROI calculator and learn how to use it.
• Use ROI calculations to drive Web marketing.

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

First have a great product or service, good marketing strategy, strong brand and a fair budget or plenty of time for Web marketing, including development, design and driving traffic.

1. Start by getting inside the head of the Web Visitor

• Why do users buy your product?
• How do they use the product?
• What do they tell their friends and family about your product?
• Look at what they do, more than what they say.
• Help the Web visitor meet their needs on your eCommerce site.

2. Navigation and Search

• Starts with the user connection with and branding on the home page.
• Communicate that the site is easy to use.
• Use a clear tagline and product photos on the home page.
• Develop consistent navigation menus and overall search capabilities.

3. Product Presentation

• Simple and clear product presentations.
• Great photos with bullet point details and lots of back-up copy.
• Clear pricing, including shipping options.
• Easy to see “Buy Now” buttons.
• Multiple contact methods.

What about the actual buying experience?

This is where conversion rates and sales can really be improved.

• One click to BUY and send shopper to the shopping cart.
• Give the option of registration or purchase without registration.
• Don’t force the pre-selection of menu items prior to purchase.
• Keep shipping fair and free as much as possible.
• Follow the expected standards for Web eCommerce.
• Drive repeat visits to your Website and use email to spark a purchase.
• Many people research thoroughly and consider more options.

Key action items

• Set a thorough process for tracking stats and usability on your eCommerce site.
• Don’t copy another site because you like it, do what helps users and drives conversions
• Realize that an eCommerce Web store is always under construction and being improved upon and set-up systems to do that.
• When in doubt, make things more simple.

This has been the Intuitive Websites Internet Marketing Podcast. For more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.