Congratulations, you've made a sale on your Shopify store! Now all that's left is to mail packages, so your job as a marketer is finished, right?
Well, actually, the ecommerce marketing cycle is more complicated than that. Now more than ever, it's crucial to get the post-purchase experience right to re-attract your customers. Fortunately, this extension to the traditional marketing cycle gives you a chance to think of new and creative ways to boost customer satisfaction, drive sales, and improve your store's overall rating.
One of these emerging strategies is to turn your standard operational shipping confirmation and shipment tracking notifications into a productive sales channel for your Shopify store. Read on to find out how.
Why Shipment Tracking?
On average, customers check their order shipping statuses an average of 4.6 times for each online purchase. In today's digital world, every medium is screaming for a customer's attention, tracking links get a lot of eyeball time, highlighting the significant marketing opportunity.
Higher open rates
According to Mailgun, operational and transactional automated email notifications enjoy, on average, 80-85% open rates, whereas those of standard marketing emails fall somewhere between 20-25%. That means customers are more than four times likely to open their order confirmation email than a sale promotion.
Although these numbers differ based on industry segmentation, the general trend holds across all D2C markets. So why not turn prosaic automated customer notifications into a marketing opportunity?
Close the loop
Customer retention is more cost-effective than customer acquisition. To reduce churn, it's imperative to close the loop on the buying cycle and re-attract customers again and again.
Repeat customers not only boast a lower acquisition cost, but they are more likely to harbor brand loyalty and engage in referring friends to your store.
Tips For Marketing Through Shipment Tracking on Shopify
The concept is simple. As customers check the status of their order, you can drive additional sales by adding valuable content to their shipment tracking experience.
Upselling and cross-selling
One of the easiest ways to enact this plan is to recommend similar products, related accessories, or compatible services in the same tracking email.
Never impede function
Operational and transactional emails serve a core purpose. You cannot forget to include important order information like the order number, the tracking link, carrier information, and other important identifying SKU information.
Location, location, location
Think beyond the automated shipment email. Customers also check order history and track order status through your Shopify store site. The customer's order status page and even the support request page could be valuable areas to tout another product recommendation.
You can also suggest product alternatives when customers log in to create a return shipping label.
Work with a UX designer and your web developer to ensure these recommendations don't crowd your store design. You don't want to annoy your customer with marketing that sticks out like a sore thumb. There's a reason the traditional marketing banner is losing efficacy.
Create Effective Selling Experiences with Malomo
With Malomo, it's easy to create custom tracking page experiences that drive more sales. Although Shopify has out-of-the-box transit notifications available, Malomo offers the beautifully branded post-purchase experience that buyers crave. Setting up is quick, and Malomo integrates seamlessly with Shopify and Shopify Plus.
Drive repeat sales
Mitigate customer expectations
With the rise in shipping delays due to COVID-19 and the Suez Canal blockage, it's essential to effectively communicate possible shipping delays before and after customers place their orders. Expectation management is vital to preserving customer experience.
Lower support tickets
Reduce order query-related support tickets with proactive pre-transit and in-transit order emails. Also, create an FAQ to pre-emptively answer customer questions, freeing up time for your customer support team to devote to other matters.
It's A No-Brainer
It only makes sense to provide a higher-quality shipment tracking experience to your customers on your Shopify store. By consistently offering high-quality content and relevant suggestions, you can enhance the user experience without coming across as too pushy.