Developing an Effective E-commerce Mailing Strategy

E-commerce has experienced extremely rapid growth over the past few years, and this momentum is projected to continue for many years to come. As a small business owner/entrepreneur, this presents an incredible opportunity for you to increase your company's sustainability and success within the marketplace. The way in which your company or business chooses to handle the shipping of goods is crucial to your ability to attract new customers and retain your current customer base. After all, one of the biggest reasons that consumers choose not to continue with an online purchase is due to frustration or dissatisfaction with the company's shipping options.

Research has illustrated that total retail e-commerce sales within the United States has increased by nearly 82% between 2010 and 2015, and this growth is expected to continue over the next decade. In fact, researchers are projecting an additional 41% increase by the end of 2022. This rapid increase in online sales revenue is obviously excellent news for you, but only if you are able to capitalize on it. Below are a few tips for improving your e-commerce strategy so you can continue to attract new customers while simultaneously turning your current customers into long-term buyers:

Ready for Launch: One of the biggest mistakes a small business owner can make is to launch their website before they are ready to meet the demand of their target demographic. You have one opportunity to launch your website, so it needs to be perfect. While you are making the final touches, put an "Under Construction - Coming Soon" notification on your website. This will provide you some additional time to make sure that all of your content, social media accounts, and advertising are in working order.

Determine Your Shipping Options: Shipping is costly and can devour your profit margins if you do not carefully review your options. Will shipping be a flat fee or will you offer overnight or express delivery options? Do you plan on offering "free" shipping but have actually factored the cost into the price of your product? If you are offering free shipping, that service should be heavily promoted throughout your website, as it could very well determine if an online browser will convert to a buyer. Have you selected a carrier who delivers what they promise (pun intended!) with respect to on-time delivery schedules and pricing? You also need to try to match or better yet, beat your competitors' shipping rates.

Add a Personal Touch to Each Package: Everyone loves to feel special, and this is fairly easy to accomplish with a little extra thought and attention to detail. In addition, remember that your package is as close to face-to-face contact as you will ever get with your customer, which makes this special touch even more important. It also provides you with the perfect opportunity to continue developing your brand. Create a notable package and include a handwritten note thanking your customer for purchasing your product. This small, yet important detail just might motivate them to buy something from you again.

Use Older Inventory as an Incentive Gift with Purchase: If you find that you have standing inventory, rather than letting these products go to waste, capitalize on this by sending your consumers a free gift with purchase. This is an excellent way to thank your customers for doing business with you, and it will go a long way in creating a loyal customer base.

Ask For Feedback: This can be accomplished in a variety of ways, including sending your customers an online survey or speaking to them on the phone. You can also include a feedback card in your package, asking them what they liked or disliked about the checkout process and other aspects of their online shopping experience. You can't fix a problem unless you are aware it exists and the best way is to go to the source; your customers. Offer a coupon or discount on their next purchase for taking the time to fill out the survey. By thanking them for their time and offering something in return, you are continuing to display a high level of professionalism as well as a desire to retain them as a customer.

Evolve With the Feedback Given: Taking the feedback that is given and instituting changes when needed, as well as paying attention to changing trends is critical to the long-term success of your company. You are hearing directly from the people who are keeping you in business. Listen to what they have to say and be willing to correct any issues that will enhance their shopping experience.

Bottom Line: In order to capitalize on the immense growth in the world of e-commerce, it is imperative that you develop a strategy that focuses on your customers and delivering their purchases on time. Just make certain that the orders are correctly filled the first time, and every time.