B2B e-commerce: the role of multichannel marketing [free paper]

B2B e-commerce: the role of multichannel marketing [free paper]

We recently discussed why you should be considering Magento as your B2B ecommerce platform. Whether a move to Magento is on the cards for you now or you are a B2B ecommerce veteran already, it’s likely that your customers are expecting you to be consistent in the experience you provide onsite to your marketing communications with them.

A recent Forrester forecast revealed that the global B2B ecommerce market at $6.7 trillion will be double the value of the global B2C ecommerce market ($3.2 trillion) by 2020 – but many B2B companies in comparison to B2C companies haven’t yet got the technology to support their online sales. They are increasingly under pressure to consider the multichannel marketing strategy as part of their new ecommerce model. And this means seamless integration between ecommerce, web, CRM and email platforms.

We mentioned email platform dotmailer as one of the platforms that provides integration via Magento API in a previous post. Dotmailer has produced a helpful guide to multichannel marketing for B2B ecommerce, covering:

1. The need to adapt the sales process as well as the marketing process from a traditional approach to a multichannel approach for your multichannel customer – to maximize the potential of leads
2. Tailoring the content of your marketing communications through learning from customer engagements and transactions – for the advanced personalization that will be expected by customers.
3. Building an email strategy as part of a multichannel strategy that encourages customers to self-navigate through their online relationship with you
4. The importance of creating a single customer view for marketing and sales of interactions and using this to refine communications with your customer
5. Examples of emails sent by B2B companies such as Bidvest 3663, Alexandra plc and Screwfix, from welcome programs to product and seasonal emails

You can download the full report from dotmailer here.

Welcome email best practice [article from @OmetriaData]

Great analysis of welcome emails and their strategy from Ometria, containing lessons learned from subscribing to 60 fashion email newsletters. These  emails are important because:

  • there are lots of lovely stats to back up the argument that online retailers should take their welcome emails seriously:
  • subscribers are most engaged within the first 48 hours of signing up to a brand’s updates, so it’s important to start building a relationship immediately.
  • nearly 75 per cent of consumers expect to receive a welcome email when they sign up to your list.
  • welcome emails tend to have open rates significantly higher than other types of marketing email later down the line (often over 50 per cent)

Read the full article and follow the advice (here’s the summary):

  • Is it clear from the sender/subject line which brand the email is coming from?
  • Is it obvious before opening that the email is a welcome email? Have various subject line options been tested?
  • Does the welcome email have attractive images and strong calls to action back to the online store to shop?
  • Does it link to social accounts?
  • Does it incentivise subscribers to make their first purchase with an offer or gift?
  • Have you considered setting up a series of welcome emails aimed at onboarding new subscribers smoothly?
  • Have you considered personalising welcome emails to build rapport with new subscribers?
  • Have you given subscribers the option of tailoring their emails to make them more relevant?

For  more information in our article about transactional emails in Magento.

Email response rates – the stats [study by @econsultancy]

Email response rates – the stats [study by @econsultancy]

We missed this in June, but as we are always being asked what are “industry average” open & click through rates for email marketing, we are pleased to share this article by Econsultancy.

Econsultancy cites the following key metrics which should be tracked for each email:

  • Bounce rate
  • Conversion rate:
  • Deliverability
  • Average unique open rate
  • Opt-out
  • Response rate

The article provides lots of great stats, including this summary open & click rates of by industry (with a link to another treasure trove of email statistics from Mailchimp – used by many of our clients who are at the entry-level of email marketing evolution).

 

For completeness, here’s a reminder of the effectiveness of email marketing across our clients, broken down by device size as well.

 

 

E-commerce post-sales follow-up emails [@econsultancy study]

What kind of email follow-up do your customers get after they make a purchase? David Moth at Econsultancy looked at Schuh, Selfridges and Mango & catalogued the different automated email follow-ups that “ranged from excellent to just plain adequate.”

* Shuh sent three emails and a text message updating on progress of an order that took just over 2 days to arrive. After that, 2 more emails confirmed delivery and explained the returns process. Full marks? Not quite – the emails came from different senders and the subject lines were sparse

* Selfridges sent a single classy email: but that was for “click and collect”

* Mango’s were good (perfunctory), but had a broken link and didn’t provide delivery information.

Our advice:

1. Read the whole article and harvest the best material from each. Magento Enterprise has a good follow-up email system (as do any of the email platforms that work well with it, such as Dotmailer and these emails can include dynamic content and whose copy and imagery can easily edited to include returns information, FAQs and other pertinent customer service material. Magento Community lacks this, but extensions such as Aheadworks Follow-Up Email offer similar functionality.

2. See our article also on customising Magento transactional emails.

 

Email spam: why John Lewis was fined [news & analysis]

Thanks to Tim Leighton-Boyce for bringing this to our attention.

John Lewis has been ordered to pay damages for sending “spam” emails in a privacy ruling. In our opinion, John Lewis’ method for obtaining the email was on the professional side of normal practice: namely,  to email customers who have registered for an account with you, as long as they have not specifically opted out “in the course of a sale or negotiations for the sale of a product or service’.

Still – John Lewis has agreed to abide by the ruling – although it disagrees.

To quote Sky: A spokesperson for John Lewis said the case consisted of a “very specific set of circumstances” and while they disagreed with the judge’s decision they would abide by the ruling. The company said in a statement: “Mr Mansfield voluntarily gave us his email address, set up an account online and chose not to opt-out of marketing communications when that option was available to him. We listen carefully to what our customers tell us about how and when we communicate with them and endeavour to do so in a manner that is convenient to them.”

John Lewis apologised.

For more background and more detailed analysis – plus some excellent recommendations to make sure you are doing the best you can regarding “compliance” – read Dan Barker’s article.

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