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Quick Start: Customer Marketing

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ShippingEasy's Customer Marketing feature will help you build and maintain lasting customer relationships that can increase your sales, enhance your customers experience, and improve your reputation as a seller. This impact on your business is measurable.

Reputation Management

Studies show that when comparing two similar products, with a price difference of $2 between them, 73% of people would buy the higher priced item if it has a higher rating. Alternatively, if there are NO reviews on the site, 76% are inclined to not make a purchase at all! ShippingEasy has a ready-to-use automated campaign to request product reviews, helping you quickly take action to boost your sales.

Relationship Building

Experts say that acquiring new customers can cost 4 to 10 times more than retaining your current customers. That is why it is so important to take every opportunity to build a relationship with each customer interaction. ShippingEasy has regular campaigns dedicated to following up with customers to offer sales and discounts that personalize your brand while winning customer loyalty.

Follow our Quick Start guide for instructions on how to set up your account with Customer Marketing and start growing your business with it today!

NOTE: some stores are not available to use Customer Marketing
  • ChannelAdvisor
  • Etsy
  • Jane
  • Reverb
  • Stitch Labs
  • SolidCommerce
  • Wish

Step 1: Configure Your Store Settings

Our Customer Marketing feature pulls information from your store settings into each email using variables. Variables are text values - i.e. {{store.name}} - that are inserted into campaigns and mapped to the information you have in your store settings. When campaigns are sent, the variable is displayed as the information they are mapped to - for example "Marky's Store."

When you update any information in your store settings, these variables are automatically updated. It's important to make sure your store is properly configured with complete and accurate information to make the most of this feature.

To configure your store settings:

  1. Navigate to the SETTINGS > STORES & ORDERS and select Edit store settings for each associated store.
    generic_edit_store_settings.png
  2. Navigate to the "Store Info" tab.
    store_info_tab_only.png

    Make sure that these items are populated:

    • Store Name: In Customer Marketing emails, this will be the default shown for the display name and used for the variable {{store.name}}
    • Website: This is necessary to support any product reviews and used for the variable {{store.website}}
  3. Navigate to the "Branding" tab:
    branding_tab.png

    Make sure that this item is populated:

    • Select a store logo for emails and packing slips: This will populate the variable {{store.logo}}. Learn more.
  4. Navigate to the "Products" tab:
    products_tab_only.png

    Make sure that this item is activated:

    • Link Products In ShippingEasy to your Store: This option imports products and links to be used for product reviews and product recommendations (not necessary for Amazon).
      NOTE: this option is available if you do not have inventory management enabled

Step 2: Import your customers for newsletters and promotions

If you are planning on sending a one-time Regular Campaign to a select group of contacts, you need to have a list of contacts you want to reach. A Regular Campaign is sent to a targeted set of recipients defined by a contact list.

NOTE: Automated Campaigns don't use lists. They use customer profiles to define the audience.

We've taken the first step in creating a list for you - once an order comes into ShippingEasy, if an email is present, we will automatically add additional information to each customer profile. Full shipment data is pulled from last 150 days.

Many sellers have additional customers they want to add to the list, which can be done in three different ways:

  • CSV Upload
  • Add many contacts via paste: this is done by pasting emails in an open field that are separated by commas or line breaks. The only required field is an email address. There are no limits to the size of the customer list.
  • Add single contacts via form: This is also done by adding a contact information into a form, one by one. The form includes a space for a contact name, however the only required field is an email address.

Step 3: Create a Campaign

Now you can decide whether you are going to send a Regular Campaign or set up an Automated Campaign.

  • Regular Campaign: sent one at a time like a newsletter or special promotion. Learn more
  • Automated Campaign: drips to customers that match a defined profile, with several ready-to-send options available like Abandoned Cart Email or Buy Again Reminder. Learn more.

Selecting a template

ShippingEasy has several ready-to-go templates available to make creating a campaign simple. These templates provide an initial structure to your campaign and have placeholder text that you can customize to your brand.

As you select and build out your campaign template, take into consideration the following parts of the email:

  • Subject line: Subject lines with 3-4 words get the most engagement. Aim to create an attention-grabbing subject line, but be careful to avoid the spam filter. Learn more.
  • Display name: If your brand is recognizable, you may be fine leaving it by itself in the display name. However, because customers are more likely to open emails they feel familiar with, adding a personal name in front of the brand may help engagement if your company is still new.
    For example: Jane Doe - ShippingEasy
  • Reply to email address: Always provide a return email address contacts can respond to. This helps establish trust with your company.

Branding

Campaigns are an excellent way to begin building brand recognition and engagement with your contacts. Important information like links and your logo are best seen when closer to top of email message.

Customize your Campaign

Customizing is an important step in creating your campaign. In our campaign editor, you will find tools to help you:

  • Include and edit the images you want
  • Hone the perfect copy to engages contacts
  • Make sure your company logo is prominently displayed
  • Add links to your social media pages

Learn more.

Product Recommendations

Another key element to a successful campaign are easy-to-buy products which have been recommended for a target audience. Product recommendations put your additional stock in front of customers and prompt them to take action to buy again. Learn more about selecting product recommendations.

Product recommendations are supported for sellers using:

  • BigCommerce
  • Ebay
  • Shopify
  • Volusion
  • WooCommerce

Audience

Thoughtful customer segments are the secret ingredient to a successful campaign.

Regular Campaigns use Contact Lists to reach a specific set of buyers. Learn how to create a Contact List.

Automated Campaigns will be sent out automatically to customers who match specific conditions set by a rule. Learn how to select the customers for an Automated Campaign.

Timing

To make sure campaigns are sent when they will have the most impact, consider the timing of the email in regards to what you are trying to achieve.

Automated Campaigns are typically sent in response to an event such as order confirmation, delivery or buy again reminders. You can set timing conditions that will send campaigns immediately or delay them according to specific conditions.

Pausing an automated campaigns allows you to edit them and then re-launch at during peak periods of engagement. Learn how to pause an Automated Campaign

Regular Campaigns are often used to grab the attention of previous customers or newsletter subscribers. They can be sent immediately or set to send at a specific time. If you set a specific time, consider scheduling your messages to go out with these stats in mind:
  • Tuesday through Thursday are shown to be the best days to send emails.
  • Most people tend to open their emails from 9AM to 12PM.

Learn how to check the status of a Campaign.

Review your Campaign and create new contact lists

Make sure you haven't left anything out by reviewing your campaign for any errors with a test email and previewing the email on different devices. Learn more about previewing a template.

As buyers respond to your email campaign by making a follow-on purchase, they are automatically added to a Contact list that contains only the buyers who made a purchase after receiving the campaign. This makes it much easier for you to identify those buyers for future campaigns. Learn more.

Step 4: Metrics

 


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