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Relationship Marketing: Attract New
Shoppers and Nurture Repeat Business
Lily Tung Crystal
November 14, 2012
Introducing Magento Go
Launched February 2011
Ready-to-use professionally
designed themes
CSS-based theming
approach
Inline and importable
translations
Drag-and-drop layout editing
Out-of-the-box payment gateway
integrations
Expand your store with Trusted
Extensions
Professional web design
services from partners
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Agenda for Today’s Webinar
INTRODUCTION – About Magento and Magento Go
PRESENTATION – What is relationship marketing?
– Social media
– Email newsletters
– Product reviews
– Recapturing abandoned shopping carts
QUESTIONS & ANSWERS
Yes, this webinar is being recorded.
The recording and the slides will be
available online later.
About Lily Tung Crystal
• Professional writer
– 18 years of experience
– ProStores blog and seller
success stories
– Magento eCommerce guides
• Dozens of interviews of
eCommerce merchants
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What is Relationship Marketing?
What is Relationship Marketing?
A strategy used to nurture customer loyalty
and long-term engagement, as opposed to
individual sales.
Merchants interact and develop strong
connections with customers by providing
information suited to their needs and
interests.
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Social Media:
Facebook and Twitter 101
How to Begin
• Create your
Facebook Page
• Open your Twitter
account
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Easy to Set-up
Facebook Twitter
Build Your Following
• Include buttons on your web store, emails,
and newsletters
• Create incentives and contests
– Wildfire, North Social, Offerpop apps
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Create Community
• Post good content—don’t just “sell”
• Post news and information relevant to your product and shopper
• Offer VIP promotions and discounts
• Follow the 80/20 rule
• Interact with your customers – Ask for opinions, feedback and photos
– “Like” comments
• Address customer service
Email Marketing
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How to Begin
• Retain customers and spark sales
• Use MailChimp or Constant Contact
• Add a newsletter subscription link to your
store pages
10 Email Marketing Tips
1. Educate your customers with news and
how-to articles
1. Keep your inventory fresh and introduce
new products and trends
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10 Email Marketing Tips
3. Combine with social media
– Publish posts on
your blog, Facebook
and Twitter
– Include Facebook, Twitter
and other social media
buttons in emails
10 Email Marketing Tips
4. Customize for different types of
customers
– e.g. retail vs. wholesale
5. Offer discounts, free gifts or free shipping
6. Use the power of the postscript
– Cross-sell
– “Like” us on Facebook
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10 Email Marketing Tips
7. Plot out your mailing frequency
8. Strategize the best time to distribute
9. Garner feedback—create a survey with
incentives
10. Track your metrics and adjust your
strategy
Product Reviews
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Studies Show…
• Reviews affect customer choices
• 65% use reviews before buying
• 80% prefer reviews over in-store research
Why Reviews?
• Increase traffic and conversion rates
• Grow confidence in your store
• Build a community
• Create fresh, unique content
• Optimize for search engines
• Save time—let shoppers do the writing
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Magento Go’s Review Module
Customers: • Click the Add Your Review button
• Choose star ratings
• Write review
Magento Go’s Review Module
Merchants:
• Select and open entries pending review
• View, edit, and approve
• Save
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Gathering Reviews
• Send “Voice Your Opinion” emails to
buyers
• Run a drawing or contest
• Bonus: Garner repeat business and
customer loyalty
Recapturing Abandoned Shopping Carts
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Send an Email
• Customer-service focus vs. sales pitch
• Ask: Trouble checking out? How can we help?
• Link to shopping cart
• Include your contact info
• Don’t wait
Follow Up Email
• Send a day later
• Offer a small discount
– More than doubles conversion rates
• Free or reasonably-priced shipping
– “46% of online shoppers say high shipping charges are a ‘very important reason’ for abandoning carts.”
~ PayPal and ComScore
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Final Email
• Send five days after abandonment
• Offer bigger discount
• Include item image and description from
their cart
Other Tips
• Mix up incentives
• Make a value statement: Why should people
shop with you?
• Have a persistent shopping cart
– “74% of online shoppers use shopping carts as
wish lists.” ~ University of Glasgow
• Track your metrics and adjust your strategy
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Preemptive Strategies
• Make sure there are no checkout problems
• Create a one- to two-page checkout
• Use PayPal Express Checkout – “Increases sales on average by 18%”
~ Ipsos Public Affairs, July 2010
• Display privacy and security policies and testimonials
• Have clear descriptions and images
Summary
• Choose strategies that work for your store
• Turn anonymous shoppers into loyal fans
• Repeat sales = real profits
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Questions?
(and Answers!)
Be sure to visit go.magento.com/support for
other tutorials, articles and videos to help
you get going with Magento Go!
