The only marketing activity that has a 100% open rate …
… Is the package that gets shipped to your customer.
A couple of emails ago, I mentioned “The White Glove” approach.
This concept means that at EVERY customer touchpoint, you provide a unique, personalized, value-infused, detail-focused experience.
Once you achieve Product-Market Fit, this is the next area of lift.
Slide on the white gloves.
This means you altruistically give your customers extras,
You surprise them with value.
You create post-purchase email flows that differ based on how many times they have purchased.
Your on-site displays vary whether they’re on your list or not.
You call your VIPs.
I’m sure you stopped in your tracks after reading that last sentence.
“I got into eCommerce so I DIDN’T have to talk to people!” you might say.
The telephone can be one of your most powerful tools.
Not only can you learn a massive amount about the experience you provide,
They feel like you actually care what they think.
They feel heard and appreciated.
I had a client who sold a relatively high-ticket product.
Every metric was on KPI… except purchases.
They would get 50 adds-to-cart for every order.
It was a serious problem.
We dove in deep.
We tested the checkout process,
We tested the existing offers,
We added huge cart-saver offers,
We tried to break the site on every browser and device.
But we also had one BIG advantage., We had a list of hundreds of people who had made it to checkout, filled out their info, and bailed.
I told the client, “Call them and ask why they jumped ship.”
They will tell you.
Your customers will probably identify a dozen issues, but there will be one or two that are common.
Guess what? The client didn’t make a single call.
Needless to say, we don’t work together anymore.
However, to this day, I believe in my heart of hearts that we could have solved that problem by spending an afternoon on the horn.
