One Step To Increase Your Profit During The Holiday Spending Spree

Nov 18, 2015

The statistics are quite staggering. During November and December 2014 (the time of year known as “the holiday season”), Americans spent a whopping $102 billion online. Yes, 102 BILLION DOLLARS shopping via the internet! Considering the enormous opportunity that offers online sellers like you, it’s extremely important to have a plan to bring more of these dollars to your eCommerce site.

So, do you have a plan to get your fair share of the seasonal spend? If not, it’s time to get going. Amit Bhaiya, founder and CEO of DotcomWeavers—a web development company focused on helping eCommerce sites earn more business—believes there is one simple step to bring in more profit during this busy time of year.

“I believe every online seller should take time during the holiday season to develop and implement an email communication plan,” Bhaiya explains. “I know it sounds obvious—and possibly overly simple—but there are so many sellers vying for customers’ attention that it is critical to make yourself stand out. Email is a low-cost, high-impact alternative.”

With that in mind, Bhaiya offers these tips for three of the most common situations eCommerce owners may face:

  • If a shopper has an item in their cart but doesn’t make a purchase (aka “cart abandonment”)—Send an email from a system that dynamically pulls in an image of the item the customer expressed interest in. The message could also include some form of time-sensitive incentive (for example, “receive 10% off if you buy today”) to really drive home the point that you want their business. Remember, too, to create a holiday theme for the email to add even greater urgency to the communication. Bhaiya and his team recommend the following email generation software.
  • If a shopper spends a lot of time at your site but doesn’t add anything to their cart—Send an email that offers product recommendations based on their viewing history. The send should include images of the items you’re recommending and hyperlinks that lead to the item in your store. If you find that the first email doesn’t elicit a response, be sure to try again with a time-sensitive incentive. Again, be sure to build the email around the holiday theme.
  • If a shopper makes a purchase—Wait a day or two and then send an email thanking them for their loyalty and encouraging them to see other items that might be of interest. The content here would be based on their viewing and purchase history, and dynamically pulled into the email.

Although the common customer profiles Bhaiya identified are a great place to start, don’t be afraid to try other alternatives based on your organization’s specific market segments. Do you have a heavy concentration of moms shopping at your site? Build a mom-themed message. Is your customer base primarily males? Develop content based on their profile. What is your customers’ typical spend threshold? Reference that figure in your email and then offer an incentive that drives them past that point. The possibilities for email segmentation are endless.

Still, no matter which approach you choose, the first step is to get going. The holiday season will be here soon, so don’t wait any longer to use your emails to capture a bigger portion of the billion-dollar holiday spend!

To speak with a professional about email marketing, contact DotcomWeavers at [email protected] or 888.315.6518.

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