Why Shipping is a Critical Part of Your Ecommerce Marketing Strategy

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Jake Rheude, VP of Marketing, Red Stag Fulfillment, talks in this article about the rise of the ecommerce industry and how shipping plays a major role in the success of the ecommerce industry. .

Shipping has become a crucial part of an online sales strategy that convinces someone to stick around long enough to complete a purchase.

However, it can do a lot more than just reduce cart abandonment. Used smartly, shipping can be an essential part of e-commerce marketing that gets people in and start shopping.

Define shipping in your marketing strategy

To put shipping in a marketing role, you need to define its specific purpose and how you will budget for the offers you make.

Take your average order and look at its shipping costs. If you are eliminating or reducing the cost of the customer, you need to know how you are paying for the change. Starting with budgeting can help you understand what you can afford to offer and how any offer can change current accounting.

Ecommerce businesses tend to take one of two approaches: incorporating shipping costs into product prices throughout the year or allocating a little more in the marketing budget so that they can deliver better deals throughout. of the year. Covering your shipping costs by increasing product prices can help make promotions last as you grow, but price-sensitive customers may be hesitant and potential competition may be able to lower your base price.

The use of marketing funds can facilitate the provision of limited offerings related to business objectives, such as testing new markets or growing a global customer base. Just be clear that your offers are limited – this honesty is the main theme of all ecommerce marketing around shipping.

While you are working here, be sure to read up on your audience. You might find that almost 75% of US customers will expect reduced or free shipping for large orders. What constitutes a “big” order is going to be specific to your industry.

Learn more: the barriers to great personalization

E-commerce advertisement with shipping information

Shipping can be a way to get customers the moment they see your ad on search engines or social media, but only if you keep shipping straightforward and honest.

Think of something like “Free shipping on every order, always”.

This will grab attention and can help you stand out from competing ads that don’t mention shipping. If you offer an offer on shipping beyond a certain threshold, it may be a good idea to include it in the listings for each product that matches that price. Thus, each product that costs more than $ 20 can include its price on your ad as well as a note indicating: “Free delivery for any order over $ 20.” “

Look for opportunities to share shipping data and stand out, while making sure any reader can understand your offering. Text overlays and extended character count make it easier for social media, Google ads, and other campaigns to share this level of detail.

If your shipping is a bit more complex, like “2 day delivery available for every order,” make sure your warehouse team or ecommerce fulfillment partner can leverage the offer every time.

Non-advertising e-commerce marketing

The same shipping information should be available in all marketing departments, especially outside of your paid ads. Each channel is a great opportunity to get your point across. Plus, there are plenty of opportunities to share that don’t cost any money.

Social media posts and information campaigns are a great option as you focus on education and sharing. This gives customers the opportunity to ask questions or get answers. Plus, you can link posts to your paid campaigns to get better impact.

Customers can interact more with these posts and ask questions about your policies. Engage here and use it as a way to share the benefits of your products and shipping with a wider audience. We’ve seen businesses succeed on Instagram and Facebook with simple hashtags that explain shipping options. And something as simple as #freeshipping provides information without feeling like a heavy advertisement or a sales push.

Have a conversation and be honest. You won’t need to flood them with “Buy Now!” »CTA.

Read more: The Clash of Marketing and Privacy: Can the two work in unison?

Your own website is also a smart channel for providing shipping information in marketing materials. These could be overlays and pop-ups or more traditional banners that discuss an offer. This real estate is essential for reducing cart abandonment and is a great time to share shipping policies.

Mix creativity and honesty and you will make customers feel comfortable with your brand. Confusion is the enemy.

Focus on retaining ecommerce buyers

Perhaps the best way to use shipping as part of an early ecommerce marketing strategy is to give it to existing customers. Make sure someone comes back with offers based on what they prefer – think free shipping versus faster options.

You’ve probably built up a customer list and got emails from other marketing as well as shopping. Send a quick blast to ask people what they prefer and give them a discount for responding. If you want to go fancy, create a specific coupon for each preference choice and give people exactly what they prefer. This way your customers get the lower costs or faster delivery they want, even while you are collecting data.

It’s a simple and effective way to thank them for past business and encourage new purchases. Include it in winback campaigns as well to set customer expectations for ease of use and honesty, as well as good deals.

Generally speaking, free shipping at a certain threshold is an attractive offer for any buyer. You can test the impact of going one step further and removing this threshold for your returning buyers. This limits who can access the offering and can help you find out whether such an offering compensates for increased operational costs by increasing average order values ​​or generating enough additional repeat purchases.

Testing upgrades and offers with your existing customers is a safe way to collect data and see how you can leverage shipping as an ecommerce marketer.


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