As consumers progress through life stages, their shopping priorities change. A recent college graduate is likely concerned with price. A seasoned corporate executive may focus on quality. The visitors to your ecommerce site, in other words, have different reasons for shopping. The key for merchants is making it easy for those visitors to buy products.
In this post, I’ll explore ways to use email marketing to make life easier for your customers.
I have dozens of sites that I log in to. All have different requirements. Some use email as a user name; some require a unique user name. As a consumer, it can be difficult to keep up with all of the different user names, passwords, and account numbers. One way to help your customers is to include in all email communications one element of non-secure login information, to ease the burden of logging into your site.
Delta Airlines does a good job with this. Logging in to Delta.com requires a SkyMiles number, something most people won’t remember. Delta includes this number in every email, even promotional emails. When logging in, a Delta customer needs only to track down a recent email from the company to retrieve the SkyMiles number.
However, Delta could make this even more convenient by adding the SkyMiles number as a parameter to any link in the email, so that the number would automatically load when clicking and the recipient would not have to enter it manually.