How to Build a Holiday Campaign from Start to Finish

There are the first three quarters and then there is Q4.

Every year the fourth quarter brings with it added pressure for all retail businesses. It’s the last chance to get sales and hit revenue goals for the year. Tie that together with the madhouse that is Black Friday and the increased focus from the world on holiday shopping, and it’s no wonder that a lot of companies create a separate budget for Q4 and treat it almost like an entirely separate thing from the rest of the year. 

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5 Ways Shopify Sites Can Inspire Gifting

Q4 is drawing near and that can only mean one thing: the holiday season is almost here! 

Ecommerce brands are steadily preparing for the busiest, most important season for sales. But with the COVID-19 pandemic still looming, the high sales season will look different this year than most.

Retail stores will likely remain closed or operate at limited capacity, driving online sales even higher during the 2020 holiday season.

As more and more shoppers are turning to ecommerce to fulfil their holiday shopping needs, it’s critical for online shops to acknowledge and prepare for the demand for online gifts. 

Ecommerce brands can help customers turn any purchase into a gift purchase with things like gift wrapping options and gift messages. But some sites go above and beyond with shareable wishlists and dedicated gifting hubs to help improve the experience for those who are buying for others. 

Here are five ways ecommerce sites hosted on Shopify can meet the demand for online gift shoppers, and examples of shops that already do. 

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Battle Royale: Klaviyo or Retention Science for Preventing Churn?

Acquiring new customers is one half of the process of scaling your business. Retaining existing customers is the other. And reducing churn is essential to retaining more customers.

A quick recap: Churn rate is the rate at which you lose customers. To calculate churn rate, divide the total number of lost customers in a given time period by the total number of customers at the beginning of that same period.

Reducing your churn rate as you continue to grow means your product and messaging are resonating with your audience, and that you’re building meaningful relationships with your customers. 

So how can an ecommerce business prevent churn? With email marketing. 

The segmentation and automation capabilities of email service providers (ESPs) make them the ideal platforms to prevent churn by reaching customers with targeted messages at the right time. 

But not all ESPs are created the same. Most ESPs have the ability to segment and automate, but the ease and options vary widely. Identifying churn within an email platform can be difficult, and creating an “at-risk” segment and subsequent automation might require a little finessing. 

In our minds, here’s how two major ESPs, Klaviyo and Retention Science, stack up when it comes to helping brands prevent churn.

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Ecommerce Subscriptions for Your Beauty Brand: An In-Depth Guide

No industry is more suited to subscriptions than the ecommerce beauty industry.

Beauty and skin care products are used on a daily basis by millions of people. And product loyalty is high. 

Think about your own beauty or skin care routine. You may have products from 3-5 different brands. But you probably buy the same face wash from one brand, the same toner from another, and the same foundation from yet a different brand. 

The repetition and high use of beauty and skin care products make them the perfect purchases to automate with subscriptions. 

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Make Business Personal: The Power of Personalization for Beauty Subscriptions

The relationship a person has with a beauty brand is inherently personal.

Every person has a beauty routine that is unique to them. It is specific to their needs. Their struggles. How they look. And how they want to look.

The stakes are high for every product they buy, because our faces are constantly on display. Beauty consumers want to find products and brands they can trust to fulfill their needs.

Beauty products are also perfect for subscriptions because they’re consumable products, specific to an individual’s needs, that they’ll need over and over. 

But people want more than just a good product and convenience from a subscription beauty brand.

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5 Metrics Growing Subscription Beauty Brands Need to Track

Track, rinse, repeat. 

Like a skin or beauty routine, tracking and analyzing key metrics of beauty subscriptions requires regular attention. Performing data analysis helps us as marketers make informed, data-driven decisions. This is an integral part of a competitive subscription industry that requires constant attention and fluidity to remain successful as a business. 

But metrics don’t mean much unless you know how to contextualize them. It’s essential to build segments to understand why a specific audience is behaving in a certain way. And looking at key trends and how they relate to other data points will paint a clearer picture of what your data is telling you.

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Our Essential Email Playbook for Beauty Subscriptions Looking to Prevent Churn

The beauty industry has benefited greatly from adding subscriptions to the mix. Ipsy, Birchbox, and the like solved the age-old problem of being hesitant to try new beauty and skincare products with their curated boxes. 

And brands like Kopari Beauty are able to anticipate and prepare for customers’ needs with replenishment subscription options. 

But as a beauty brand that offers replenishment subscriptions or curates monthly subscription boxes, your business depends on recurring revenue from your subscribers. 

This makes churn one of the most important, if not the most important, metrics to measure and act around. 

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The Ping Pong Method: The Back and Forth of Customer Service

Imagine this.

You’re down in your friend’s basement. You’ve spelt out P-I-N-G over the net and decided who serves. You and your best bud get a three-minute volley going that neither one of you wants to end. He hits a wicked curveball, but you miraculously dive to the right corner of the table to keep the ball in play.

This kind of back and forth goes on for hours, each one of you forcing the other to adapt and respond to new spins and hits. 

This is how we think about customer service. 

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How to Improve the Customer Experience with Customer Feedback

Customer feedback does more than provide customers with a place to share their praise and frustrations — it drives marketing decisions. Thanks to the customer feedback process, brands can make site improvements and optimize marketing copy based on insights garnered directly from customers.

There are a number of ways to obtain feedback, and even more ways to use it to better the customer experience.

We’ll go over some of the easiest places to look for customer feedback, as well as how and where you can make adjustments to apply this feedback and answer customer questions before they have the chance to ask them.

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Why Managing Your Customer Service In-House is Better for Your Ecommerce Business

Customer service is something an ecommerce brand cannot overlook. It’s an essential component of maintaining relationships with customers and improving the customer experience. 

But for many new ecommerce brands — and existing ones, for that matter — customer service gets forgotten as growth and scaling new customers takes precedence. 

There’s also an overwhelming amount of options for managing customer service. Outsourcing is an easy and cost-effective solution for newer brands where resources are tight. But keeping your service team in-house means you have brand experts ready to handle any problem.

We’ll break down these two common customer service solutions for ecommerce brands and discuss why an outsourced team is fine for growth-stage ecommerce businesses, but how in-house teams are better for long-term success. 

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