Blog

Advantages of the channel for an online store
Web pushes have much in common with other channels that perform similar functions. But the difference is also significant. So, point by point about the features of web pushes.

In terms of usefulness for the store

Lower probability of blocking at the start (compared to mobile pushes). Before the first mailing, the user always receives a dialog box with options. And if in iOS such a window only offers to “allow” or “prohibit” push notifications philippines phone number data then in web pushes the window

can also be closed – and the decision can be made later. Since the user makes the decision to “prohibit” partly because he does not want to see the interfering window now – web pushes have a higher chance that the user will allow them.

High visibility (compared to e-mail). Mail is checked you know how often. Web pushes are read immediately and almost always. According to Pushall, the average response time to a letter is from 1 to 163 hours, and to a web push, a few seconds.

You don’t need to open any tabs for delivery (compared to e-mail). A web push is delivered even if the tab is closed, the browser is minimized — the user just needs to be at the computer.
Links to any page. That is, a store can announce a product, category, or special offers page — and link to it.

UTM for tracking effectiveness

 

You can supply links in web pushes with UTM tags and then track the effect through the familiar Google Analytics.

All web pushes are saved in history (unlike mobile ones). That is, if desired, the user can go to history and click on the link. This slightly increases the likelihood of interaction with your mailing list and changes its format: now the push works not as a temporary “banner” in the corner of the screen, but as an RSS.

More characters (unlike mobile ones). Mobile pushes include 40-60 characters (depending on the OS). In web pushes — 125.
It is cheaper to implement (unlike mobile ones). To send web definition classification and conditions for recording fixed assets pushes, you need two conditions: an SSL certificate (you can get it for free) and a mailing service — there are some with quite inexpensive tariffs. To send mobile pushes, you need a mobile application, which costs, you know how much.

In terms of user convenience
Web pushes have a “do not disturb” mode. That is, if a user wants to data on receive pushes, but does not want them to distract him, he simply switches to the “do not disturb” mode and reads them when it is convenient for him. This will not work with mobile pushes — either turn off notifications completely or read everything.

In short, pop-up messages that come directly to the recipient’s desktop. The recipient can close the tab with the site, minimize the browser, close it completely – and still receive such messages.

image01

 

What’s the beauty of the channel? Such messages are the most oman phone number data noticeable. Almost all recipients read them. Take the

percentage of readability of your mailing list, multiply by about 40-50 (yes, not 4-5 times)  you get the readability of webpush.

But readability is only half the battle. Clicks and transitions to the site are more important. Let’s talk about what tips from classic email marketing will be useful to us.

Email marketing rules that work for web-push too
Tip 1. Don’t write long headlines

In the era of smartphones, writing too long headlines even for emails is pointless, only the first words will be read. Browser webpush notifications are initially oriented towards desktop and mobile devices — that’s why their title is as short as possible.

Statistics show that the most opened emails have 1-15 characters in the title, anything longer is opened less often.

image02

 

Tip 2. Write the first paragraph concisely and to the point

The thing is that webpush messages generally have nothing but the title and the first paragraph. This is the entire text of the message, and the recipient will see it as soon as they receive it. Then comes the click (or not). Therefore, it’s worth devoting even more effort to the paragraph of text — and fitting your message into the 125 character limit.

Tip 3. Use “magic words”

In classic email marketing, there are statistics that mailings with the words “thank you”, “please”, “sorry”, “how (to do something)”, “free” and a number of others increase the conversion of mailings by about 7-10%.

At the same time, there are a number of words and symbols for which you can simply end up in spam: all this is advertising-related – “discount”, “%”, “!!!”, “promotion” and so on.

We wrote a guide for beginners in email marketing – there is a useful link to a list of words that mail services hate. Well, they are hated not only by spam filters, but also by real people. The statement is equally true for email and webpush.

Tip 4. Don’t get carried away with mass mailings

Many people send letters to 1 million addresses and are then ways to look up business information and tax surprised by low conversions, a high percentage of unsubscribes and getting into spam.

The percentage of reads falls along with the growth of the recipient base. Something like this:

image03

Therefore, narrow targeting, segmentation of the data on base and personalized content for each segment are what you need to do.

Make a normal advertising platform out of the store’s website. With analytics. With auctions. With native modern formats, not just banners. Do it faster. Otherwise, a large chunk of the advertising budget, which is just

Asking to fall into your hands, will go to those who were quicker.

That was the same conclusion
Yes, we know. Usually, such articles are built on a different principle. One where they first build up intrigue and lead the reader to some conclusions. And at the end – a key message covered with branches. Like native, yeah. Findings, conclusion, and that’s it.

Research

In October 2017, Data Insight with the IAB Russia Digital Advertisers new zealand phone number data Barometer released a study. It was called

“Prospects for interactive advertising in Russia: advertisers’ views.” Read it at your leisure, it is freely available on the Data Insight website. The study itself is quite voluminouo chose what would be interesting to e-commerce.

The study is interesting mainly because it clearly

Shows what brands spend their advertising budgets on. The data are the results of surveys of major advertisers (Nestle, Durex, Binbank, Dom.ru, Petrovich, Sportmaster, BMW – there are representatives of all the main segments). That is, the figures are close to reality, and this is good.

Why online retailers need this

It’s simple – the majority of respondents in the survey were brands. Moreover, 12 of them are included in the Interbrand Best 100.

Brands have budgets for online advertising and marketing. On the other hand, brands sell their products in online stores. A simple consequence

These stores can easily become the most desirable advertising how to make a balance sheet in detail platform for brands – after all, they have the

Most targeted traffic and branded products in the catalog. That is, people ready to buy what is within reach.

The stars aligned. If the brand advertises not on Google or Facebook, but directly on the retailer’s website, it will finally be able to get a measurable result in orders. Conversion of hot visitors. The brand’s data on budget will not go to “reach”, “recognition” and other ephemeral entities, but to increasing sales. A much more interesting metric, no matter how you look at it.

Unpredictability is becoming the norm
Economic uncertainty and general market unpredictability have become the norm for the global fashion industry. Stores are closing, malls are empty, online shopping is becoming more popular – all this is pushing companies to be flexible and adapt to market changes, focusing on their resources and customer service.

Brands are also

 

expected to use more technology, including artificial intelligence, to help them stay agile in netherlands phone number data the face of political tensions and economic upheavals – such as Brexit and other international trade issues that could worsen this year.

Resetting globalization
In 2017, the US saw a nationalist idea rear its head, withdrawing from the Trans-Pacific Partnership to focus on its domestic market. And while this has changed the dynamics of trade, globalization as a whole is not in danger.

“We are entering a new phase of globalization, driven by digital communication and the flow of data. Since 2005, cross-border bandwidth has grown by about 80 times, and over the course of a decade, data flows have increased global GDP by more than 10%. Data flows now have a greater impact on GDP than global trade in goods.”

From a report by McKinsey & Company and Business of Fashion

Moreover, the report estimates that consumers will spend $1 trillion on cross-border e-commerce by 2020. Today, more than 900 million people have international social media connections, giving fashion moguls the potential to expand their customer base and increase revenue on global digital platforms.

Asia is gaining influence in the fashion market

This year, Western companies may face more competition from Asia: among e-commerce giants, it already accounts for 60%, more than half of global online retail sales and many technological innovations.

According to McKinsey Fashion Scope, Asia will account for 40% of global apparel and footwear sales by 2018, and the fashion market will reach $1.4 trillion in two years.

While Europe continues to meet the needs of a digitally savvy audience, Asian companies can capricious google reverse the historical expansion of Western companies to the East – and enter other global markets, including America, Africa and Europe.

Personalization
Global fashion companies are focused on consumers – they use personalization to increase data on loyalty and sales. According to the report, 41% of shoppers want personalization. Key areas of action for brands in the near future are expected to be the use of data to personalize the user experience in online stores.

Why voice search is growing
The first and most obvious reason is speed. Voice search is much faster than usual. 3.7 times, to be exact. Convenience is also obvious: it’s easier to say than to type. And finally: the technology is ideal for mobile.

The fact that mobile has defeated desktop has long been obvious to everyone. Almost everyone has Siri, Alice, “Okay, Google” and company in their pocket — and 60% of mobile users use voice search.

The most popular voice assistants in the USA

 

There are still smart speakers, home appliances with voice control and other devices, but this is more about the West for now. Of course, the trend will reach us, but right now mobile is in first place. Therefore, it makes sense mexico phone number data for retailers to pay attention to this fact and take it into account when drawing up their digital strategy.

Investing in mobile
In 2019, according to eMarketers forecasts, retailers will spend 72% of their marketing budget on developing mobile applications and promotion on mobile platforms. They can be understood: real and potential customers have already gotten used to shopping here — and they buy more and more often.

Improving the quality of service on mobile devices and making the user experience as comfortable as possible is absolutely logical. Therefore, integration with voice search for those who want to attract the target audience is, in its own way, inevitable. Let’s look at the brands that are already using it to engage customers and increase loyalty.

Johnnie Walker

The famous whiskey brand has launched a multi-platform digital guide that helps users learn more about the drink. The solution is integrated with Amazon Alexa and Facebook Messenger. First, Alexa asks a person a few questions about their preferences, and then recommends a suitable Johnnie Walker product.

Although Amazon’s voice assistant is primarily associated with smart speakers, many people also use it on their smartphones. In addition, you can choose the right whiskey in Facebook Messenger using a chat defivnition classification and conditions for recording fixed assets bot – another e-commerce trend that is predicted to have a great future in 2019.

Nestle
The GoodNes app from Nestlé for Amazon Alexa turns any device with a voice assistant into a real cookbook with a video guide. The latter works in Safari or Chrome on desktops and mobiles.

By the way, Alexa apps are usually called skills, but in order not to data on confuse anyone and not to get confused ourselves, we will call it that for now.

We all dream of customers starting to buy as soon as they land on our website. Of course, this rarely happens in the real world, but you can always ask the visitor to leave an email and continue the conversation. If they do, it means they are ready to stay in touch — and it’s time for you to launch a welcome email chain.

Triggered emails

 

10 ready-made mailing scenarios, including an “abandoned cart reminder.” Personalized recommendations inside emails. The tool pays for itself in less than a month.

Reminder
A welcome or welcome chain is a few emails that you send to visitors at the very beginning of the relationship.

And these first few emails are some of the most important malaysia mobile phone number data in the customer life cycle. They perform quite a lot

of functions, but to put it simply, they introduce your still potential customers to the online store and products, and help you win their favor.

Interestingly, 74% of visitors who left their email address wait for a welcome email. If you don’t send it, they’ll likely be disappointed. Plus, welcome chains are effective: they’re opened 50-86% of the time — much more often than regular mass mailings.

A couple more facts to make it more convincing. Welcome chains bring in 320% more revenue than other promotional emails. And people who open the first message in a chain read more than 40% of the brand’s emails over the next six months.

Welcome chain effectiveness statistics

 

What’s in a welcome chain, of course, depends on the type of your online store and your target audience. But the overall goal is to thank the customer for subscribing or purchasing, introduce them to your brand, and convince them to take some simple actions — these will help them take more significant steps in the future.

Before you start planning and writing your emails, it’s important ways to look up business information and tax to outline the structure of your welcome chain.

#1 Create a structure
Ask yourself what you want your subscriber to know or do at the beginning of their relationship with your online store. Do you want customers to engage with you on social media? Should they take a survey so you data on have more data? Do you want to hook them with your unique selling points: a generous return policy, quality standards, or charity work?