Selling Online? Don’t Forget The Power Of Connecting Offline With Inserts
February 22, 2017
Just yesterday, I received a package from Country Archer. Right away, I was blown away with the packaging. The box that everything came in was branded with beautiful design, and things only got better when I opened it up.
Yes, the variety of jerky was a huge hit in the office, and the bars are proving to be a great snack, but one thing stood out more than that. It was a note. A simple piece of paper with a personalized message and a business card attached. Was it fancy, over the top, or expensive to make? Not at all, but that small gesture is what really sold me. Plus, the jerky is fantastic.
So, how did we go from talking about the internet marketing salad to delicious jerky?
The entire presentation from Country Archer was impressive, and the insert is a great lesson for ecommerce store owners looking to build customer loyalty and increase profits. Marketing Metrics estimates that businesses have a 60-70% chance of selling to an existing customer compared to a 5-20% chance of acquiring a new customer. The math speaks for itself, so how can you focus on retaining your current clients and turning them into repeat customers with inserts?
1. Educate & Cross-Pollinate
Buyers are already sold on your brand and what you offer. Include information about other related products. I recently bought some pants from an online store, but they missed the chance to tell me more about their shirts. Want to take it to the next level? Include samples of other items!
2. Include Discounts
Nothing makes a buyer happier than saving money. With a printed coupon code, you’re maintaining high visibility while also creating added value. When I bought a Christmas gift through an Etsy store this last year, the seller included a note with a discount for $20 off my next order. Chances are, you’re already offering savings on shipping or products, so this should be no problem to include.
3. Write A Note
Country Archer did this well, and it really made an impression on me. Was it a template with just a simple name change? Yeah, probably, but the rest of the note carried the brand message and felt genuine. This is your chance to build your brand and connect with customers. A company recently sent me a sample, and it included a handwritten note on unbranded card stock? You can bet that it stood out to me!
4. Ask For A Favor
It may be the end of a sale, but don’t let this process be the end of your relationship. Ask your customer to leave you a review online (Amazon, your website, etc.) if that’s important to you, or include a call to action to snap a picture of them with the product, upload to social media, and tag you. You’re proud of your product, and your customers should be too. Let them take care of the marketing for you.
You’re already shipping product to your client, so the only cost associated with including an insert is creating one. It’s an incredible simple and effective method, but it’s too often overlooked. Use these four strategies to increase revenue and build brand loyalty. It starts with you offering additional value and being authentic. It ends with everyone happier at the end of the day.