strike while the iron's hot – international ecommerce day
TRANSCRIPT
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Strike while the iron’s hot. How to rock your post-purchase communication.
International Ecommerce Day - May 2017
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Michal LeszczynskiContent Marketing Manager at GetResponse [email protected]@mrleszczynski
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What is it like to sell online?
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It’s a bit like having a pet
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…but they might just go chasing squirrels
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Just like your customers
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Why customers aren’treturning to you
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Why aren’t they returning?1. They weren’t satisfied with the product, service, or your pricing
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Why aren’t they returning?1. They weren’t satisfied with the product, service, or your pricing2. They no longer need your products
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Why aren’t they returning?1. They weren’t satisfied with the product, service, or your pricing2. They no longer need your products3. They’re already buying from your competitor
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E-commerce goals
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What do you want?1. Sell more
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What do you want?1. Sell more2. Sell more frequently
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What do you want?1. Sell more2. Sell more frequently3. Spend less on acquiring new customers
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What do you want?1. Sell more2. Sell more frequently3. Spend less on acquiring new customers4. Keep existing customers for longer
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What do you want?1. Sell more2. Sell more frequently3. Spend less on acquiring new customers4. Keep existing customers for longer5. Increase customer lifetime value (CLV)
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Post-purchase communication
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Why though?1. You’ve already made an investment to acquire them
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Why though?1. You’ve already made an investment to acquire them2. They’ve already shown interest in your offer
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Why though?1. You’ve already made an investment to acquire them2. They’ve already shown interest in your offer3. They’ve made it through the purchase process
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Why though?1. You’ve already made an investment to acquire them2. They’ve already shown interest in your offer3. They’ve made it through the purchase process4. It’s cheaper to retain than to acquire new customers
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Why though?1. You’ve already made an investment to acquire them2. They’ve already shown interest in your offer3. They’ve made it through the purchase process4. It’s cheaper to retain than to acquire new customers5. It’s your chance to repair what didn’t go well
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Why though?1. You’ve already made an investment to acquire them2. They’ve already shown interest in your offer3. They’ve made it through the purchase process4. It’s cheaper to retain than to acquire new customers5. It’s your chance to repair what didn’t go well6. It’s your chance to reinforce the positive experience
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How to rock your post-purchasecommunication
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1. Be quick
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How are your customers feeling?1. Are they thrilled?
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How are your customers feeling?1. Are they thrilled?2. Or maybe not so much?
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How are your customers feeling?1. Are they thrilled?2. Or maybe not so much?
…whatever the case, act quick!
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Source: Really Good Emails
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2. Be remembered
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How to stay on your customers’ mind?1. Be visible
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How to stay on your customers’ mind?1. Be visible2. Make an impact
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How to stay on your customers’ mind?1. Be visible2. Make an impact3. Communicate regularly
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How to stay on your customers’ mind?1. Be visible2. Make an impact3. Communicate regularly4. Increase the number of touchpoints
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Source: GetResponse
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3. Show good manners
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4. Turn them into advocates
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”The team saw an 88% decreasein cost per order and a 461%relative increase in engagements.”Source: Marketing Sherpa
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5. Offer help
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6. Accept feedback
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7. Befriend data
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8. Trust automation
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Source: GetResponse
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Summing up1. Be quick2. Be remembered3. Show good manners4. Offer help5. Accept feedback6. Befriend data7. Turn them into advocates8. Trust automation
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Michal LeszczynskiContent Marketing Manager at GetResponse [email protected]@mrleszczynski
Thank you!