3 Essential Elements You Need For Your ECommerce Lead Nurturing Campaign (Part 2)

3 Essential Elements You Need For Your ECommerce Lead Nurturing Campaign (Part 2)


– Welcome guys to the
eCommerce Marketer & Barketer! I’m Kara, and this is our star
barketer of the day Hazel, and I’m back with three
more elements you need to build an effective
lead nurturing campaign for your e-commerce company. And if you haven’t watched
part one where I discuss having a hook, key conversion point, and personalization, make sure to catch that video after this. (upbeat music)
(barking) So another essential element you need in your lead nurturing campaign is email. The most popular and
effective nurture emails e-commerce companies use
are abandoned cart emails, which serve as reminders about a product your contact left in their virtual cart, increasing the likelihood of a purchase. Emails for e-commerce, or B2C companies, tend to prioritize entertainment and aesthetics to a greater
degree than for B2B companies. More about the type of
content found in emails later, but, similar to how important it is to take your dog out on walks, email is just as important
if you want a healthy or well-functioning
lead nurturing campaign because it can help convince
leads to purchase from you or have existing customers
purchase with you again. A second element you need
are workflows or automation. E-commerce workflows tend to be complex because of the greater number of popular engagement channels. Such as email, social
media or messenger apps. Just like a puppy expects
to be played with when, well, she wants to play, customers expect brands
to reach them at the time and channel that is
most convenient to them. Workflows are essential to
your lead nurturing campaign because it allows marketers to automate and connect all the dots of
sending the right content to the right customers at the right time. And when you get all those things right, you’re setting yourself
up for more purchases from your leads and customers. The last element I’m
going to cover is content. Your content will primarily
be delivered in emails and can appear as time-sensitive coupons, free shipping offers or email newsletters with exclusive content. But, it also can be sent
through SMS, retargeting ads, or messenger apps. The content you send will
vary depending on the goal of the campaign. But it should always be personalized to the customer’s purchasing habits and their buyer personas. For example, Hazel here is
allergic to non-organic foods, so I started purchasing only organic foods from an online dog shop. It seems this company
recognized the challenge, and so I started receiving
discounts for organic treats, which I didn’t even know existed. So of course, I bought Hazel a bag and now I have one happy
and non-itchy puppy. Isn’t that right Hazel? So, to make effective content, you can address your buyer’s
goals or pain points, express how your solution
meets their goals or solves their pain points, or address objections they
may have to your solution. (laughs) Now, if you want to learn
more about these elements as well as other essential
pieces to include in your e-commerce lead
nurturing campaign, check out our comprehensive
guide to lead nurturing for e-commerce companies, linked in this video
or in the description. That’s all I have today, guys. But make sure to catch us next week for more e-commerce
marketing tips and strategies with e-commerce Marketer and Barketer. (upbeat music) Email is just as important
if you want a healthy or a well-functioning
lead nurturing campaign because it can help convince
leads to purchase from you or have existing customers
purchase with you again. (laughs) Hazel, come here. What do you see? Hazel?

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