With the ongoing pandemic shift, e-commerce has received an unexpected boost as people have opted for shopping online as a necessity. Ecommerce sales are sure to increase as this trend is expected to continue for the time being. The e-commerce landscape has accelerated its growth, but it is experiencing some challenges in setting up online stores and attracting and retaining customers.
From facing customer expectations to dealing with data security issues e-commerce, has faced some tough business challenges. As an industry, dealing with the challenges of email marketing for agencies is also one issue that many online store owners face. It is just the tip of the iceberg, and if we neglect these issues, it might damage the revenue flow and lead the firm into financial crises. To achieve the full potential of the e-commerce business, we address some common challenges with some practical tips and solutions for each.
Low visibility into email performance in e-commerce ventures can lead to poor integration, thus holding the program back. In email marketing, for agencies to achieve a well-conceived goal, you need to have email analytics to know about your buyers and your competitors. All of these are interrelated to each other, which may lead to poor coordination across all departments.
It is essential to address the most foundational one and fully leverage the existing performance data from your email service provider. Thus, you will get full visibility into end-to-end performance and track forwards to compare them to engagement by each device.
Online Identity Verification
From the absence of online identity verification, e-commerce can suffer huge losses because of fake buyers. Even the inadequate coordination between the email and other marketing programs can lead to a decline in reputation.
And this can result in massive losses in revenue, so it is wise to verify customer information by using multi-layered authentication for fraud control. You can even send an automated verification link through emails for customers to sign up and validate their identity, or you can even place an automated call for a cash-on-delivery purchase. In such ways, you can stay ahead of hackers and fraudsters and overcome these eCommerce business challenges.
Without sacrificing your customer experience, as an e-commerce business owner, you need to acquire a new customer. For this purpose, customer loyalty is essential as it is quite a fickle thing and even the best of businesses struggle to retain an existing one. Having the best-designed websites also can’t develop trust and loyalty among the consumers. Some of the tips to increase your customer loyalty are –
- Send personalized emails and connect with your customers with multi-tiered schemes, discounts, and coupons that foster their loyalty.
- Always be transparent with your contact information related to address, reviews, phone numbers to give a humane dimension to your email marketing.
- Write a blog to publish informative posts relevant to your products and services to boost your credibility and add a live chat option to reply promptly to your customers.
Shopping Cart Abandonment
The biggest issue one can find in the e-commerce business is abandoning the shopping cart. It is a big hurdle in success as most of the consumers add a product to their carts but abandon them midway without making the purchase. All the effort to convince the buyer to the website and make the purchase is wasted. So, what measure can you take to cut down on cart abandonment?
- You can use sequential emails and add convenient live chat box services to help your consumer complete their purchase.
- Retargeting ads are also a viable solution for people who have left without making a purchase.
- Redesign your shopping cart and abandon all the tedious checkout processes, as this can lead your consumers away from the purchase.
- Send built-in email reminders elaborating them and reminding them about their incomplete purchase.
Data Security and Breach
The most challenging issue to overcome in the e-commerce industry is to protect the data and secure the technical problems related to data security. While consumers expose confidential data, it can be a nightmare for them if their personal information is disclosed worldwide. To deal with these challenges, you need to back up your data and safeguard it from hackers.
Secondly, you need to install security plugins that include firewalls, two-factor authentications to boost security and prevent your e-commerce site from getting hacked. Additionally, make sure your eCommerce website is hosted on a single standalone server, or sharing with other websites can lead your business into a tricky and unsafe situation.
All in all, e-commerce businesses are faced with email marketing challenges, and many more need to establish a comprehensive business strategy to survive in this online world. While you may have already encountered some or there may be issues arising around the bend. The solutions mentioned above can improve the sphere of email marketing and lead through a thriving and sustainable eCommerce business. In a nutshell, you can refine your strategy and tackle the challenges that you may face in this e-commerce industry smoothly by adopting these solutions.
Chris Donald is the Director of InboxArmy a Professional email marketing agency that specializes in providing email marketing services from production to deployment. He has worked directly with Fortune 500 companies, retail giants, nonprofits, SMBs and government bodies in all facets of their email marketing services and email campaign management programs since almost 2 decades. Chris’s success track record covers building email programs at competitive email marketing pricing and using data-driven strategies to turn around underperforming accounts.