The Beatles sang about it in 1964, and eCommerce websites are experiencing it even now in 2016— you can’t buy someone love, but you can try to make them feel alright.How? By ensuring that the way in which you push your brand does not drive a potential buyer away.
The contrast of a physical and virtual store is extremely evident, as retailers can post huge signs and distribute flyers making their customers aware of a sale in their store. In contrast, eCommerce retailers face the challenge of having to promote various types of products while creating a sense of urgency to purchase to customers on a daily basis.
While it may seem efficient to push the product in the short-term, in the long run, it can compromise the value of the brand. So how do you guide your customer without having a heavy hand?
Start by making your products the heroes. Don’t explicitly throw a “15% off discount” email at your client base because it won’t do much. Sure, it might excite a few loyal buyers, but it won’t drive your brand into their lives. Shine the light on your product, find a way to bring them into the story of the product, that will intrigue them. State the offer and describe the specifics that you wish to include. Provide a graphic to highlight then what the offer is supporting and presto- the product is the hero.
Once your product has become the star, it is essential to coordinate promotional emails to maintain the established connection with consumers. While many brands take this initiative, they fail in their efforts by rushing the emails out rather than building them up. To avoid this disconnect, create a pitch cadence that is made to fit seemingly between seasons and events. Make your customer aware of the product instead of becoming an unviewed email in their inbox.
Lastly, the most crucial component to not compromise your brand's value is to have strict brand guidelines. Your company's marketing lead cannot be in on all interactions with prospective customers all the time. Guidelines must be created to establishconsistency in the brand representation. These guidelines can inform all involved of the appropriate voice, tone, content specifications and overall standards.
It's easy to take your brand and make it the unwanted email plaguing a potential buyer's inbox. Create mystery and excitement through the art of promotion. Remember to make your email a story featuring the newest hero on the block, your product. With the structure created by your planning efforts and the cohesion formed by your brand identity, your promotions will turn into opportunities in no time.