Making it Easy for Customers to Buy More from Email Campaigns
With Cyber Monday exceeding everyone’s expectations, now is the time to ride the wave of success and leverage the online spending frenzy. Many companies do a good job merchandising and selling their products in their email campaigns, but then falter when it comes to the “call to action”. Often times, companies will link directly to their homepage or storefront rather than the product(s) they are trying to sell. When selling online make sure you have a clear call to action that lands the customer on that particular products detail page. If you ecommerce software allows for it, a better option is to not only link to the product in the call to action, but also allow the customer to add the product to the cart via the email. If you offer a discount for volume purchases (Buy X units and save Y%), create a second call to action with copy such as “Buy 12 and Save 10%” that the customer can click on to have 12 added to the cart right from the email. This not only increases customer conversion but also can lead to an increased average order value. For example, click here to see the specified volume of product that is automatically added to a customer’s shopping cart where they see their immediate volume discount.
Happy Holiday Promoting!
After receiving a degree in Industrial Engineering from Cal Poly San Luis Obispo, Alex began his career as a technology consultant with Accenture. In 1999 he left Accenture and founded Nexternal – a cloud-based eCommerce Platform company. Alex is passionate about eCommerce and online marketing. He is now a Senior Vice President of HighJump, managing the Nexternal business unit.
