Digital marketers have yet another reason to fall in love with MailChimp, as they recently announced that basic marketing automation is now included with their free email marketing plans. Automated emails that allow shop owners and marketers to stay in close contact with their audience can help drive additional sales and engagement. Learn how you can take advantage of this terrific opportunity to grow your business with MailChimp standard automations.
Shopify + MailChimp
Using MailChimp when you have a Shopify storefront is a match made in heaven. The tight and easy integration allows you to use MailChimp as a one-stop shop for your selling activities, so you can track your sales that originate from an email, those that come as the result of an automation and those that are originated outside of MailChimp (from social media, perhaps). You’ll have easy access to basic metrics which allow you to review selling emails to see which ones are the most beneficial to your business — comparing open rates, click rates and sales right from within the dashboard.
Marketing automation is meant to meet customers where they are in their sales cycle and offer just the right offer to tempt them to take the next step in the sales cycle — learning more, signing up or purchasing. There are several key automations that many small business owners may need:
Sign up thanks: MailChimp recommends offering a small discount or free shipping to all new customers or when prospects sign up for your newsletter.
Abandoned cart: When customers are on your site and abandon a filled shopping cart, it never hurts to send them a reminder to come back and purchase!
Thank you for your purchase: Customers love to know that someone is thinking about them and truly cares about their needs. A heartfelt ‘thank you’ message can let your customer know that there’s a person behind the brand that they’re interacting with.
VIP rewards: Yet another way to say ‘thanks’ — give your best customers a deep discount or early notice on special sales.
Keeping your brand top-of-mind is so much easier when you use automation between MailChimp and Shopify to create best practices for ongoing customer engagement.
Any merchant will agree getting customers to engage with a website via a newsletter sign up is important for gaining return visits and also increasing your sales. For new merchants, enticing visitors to sign up for the store’s email newsletter can be especially tricky. The most widely used incentive is offering new subscribers a percentage off their purchase in exchange for signing up. As with any Ecommerce website, getting your customers to stay on your website or engage with it, such as through newsletter and notification sign up is important to not only gaining return customers but also increasing your sales. A little-known trick for Shopify store owners to increase email collection or email newsletter sign up is as simple as adding a button to your Sold Out product page.
How Can You Use Your Sold Out Product Page to Increase Email Your Email Subscription?
When a customer lands on the product page of a sold out item, change the ‘Add to Cart’ button to instead be a ‘Sign up to be notified when this product is back in stock‘ option the customer can click. The trick is, to get these back in stock notifications, the customer will need to input their email address in order to receive a restock notification.
How Do You Make the Most of these Back in Stock Notifications?
Of course, these sign ups are only valuable from a merchant standpoint if the collection mechanism is set up correctly to gather the right information.
- Link these notifications with your email newsletter service – To make the most of this email collection tool, you will want to use an app that can automatically add the customer’s email to your email newsletter with little effort on your end. Additionally, you will eliminate the risk of mis-entering the information later.
- Include a checked box to receive email notifications – Have a section that notifies the customer that they will be signed up to receive email notifications or newsletters. Be sure to have the box preselected so that it does not require an additional step by the customer unless they wish to opt out. The simpler the form, the more likely the customer is to complete it.
What Does This Mean for Your Email Database?
When it comes to signing up for an email list, many customers see little value unless there is something to be gained by it. These incentives can include a discount or sale, or in this case, a notification when their desired item has become available. Giving customers the opportunity to sign up for restock notifications will allow you to collect the customer’s name and email so that you can get regular information or store specials in front of them. The more engagement you have with your customer, the more likely they are to return to your website, These return visits will help to increase orders and in revenue.
Take advantage of your Sold Out product by utilizing restock notifications to supercharge your email collection and gain a larger audience for your ecommerce site. Our favorite Shopify app is Back in Stock.
When selling in the online marketplace, there will eventually come a time when you either run out of a product you carry or decide that the demand for it has waned and it is no longer profitable to sell. Often when this occurs sellers will delete the product or hide the product from shoppers. While this may seem like an easy way to clean up and keep your dashboard nice and tidy, by removing these products you are failing to implement an easy SEO strategy that will pay off and win you additional traffic with time.
How will deleting a product hurt your SEO?
Removing products may not only frustrate your customers with an error page or ‘MIA’ product, but it can also affect the rankings and other SEO properties that your product has already gained. Deleting a product will:
- Eliminate the organic rankings that that product page had generated for your site and may result in your site being ranked lower
- Cause a break in the inbound links that go to the product page from other websites or blog content
- Remove the image rankings that the product image has generated
- Result in removal from the index due to broken links created from the removal of product images
What to do instead
Instead of just deleting products off of your site there are a few options to help your customers avoid any confusion while still being able to reap the benefits of the page’s long-term SEO history.
- Remove the ‘Add to Cart’ button with a “Sold Out’ button – The first step we suggest when you have a product that is no longer available is to replace the add to cart button on the product page with a button that instead reads ‘Sold Out’ or ‘Item Unavailable’ so that the customer will not become frustrated when they are unable to complete their purchase.
- Include a note that the item is no longer available – When your customer lands on the old product page, have a clearly written note indicating the item is no longer in stock. The page will not be removed from rankings, but your customers will know immediately that they are unable to purchase that item.
- Provide a new link on the page for a similar item – Determine what type of product your consumer would be interested in and provide a selected link on the page of the product that is no longer available. You will not only direct them to another item but will keep them on your site longer. One great way to find an alternative link is through a ‘Related Products’ section that automatically displays products from the same collection.
While maintaining a clean listing of products may make managing your store a little easier in the short term, you run the risk of losing hard earned SEO ‘link juice’. Instead, follow the steps we listed above to help keep your site ranking and keep your customers happy and engaged.