7 Ways Online Retailers Can Improve Their Customer Marketing

7 Ways Online Retailers Can Improve Their Customer Marketing

Awesome! Your online store is live… but now

What will help your eCommerce store navigate the waters in a
constantly saturated marketplace?

With customers choosing brands like Amazon over other eCommerce
stores (it grew from 900 million to 1 billion in June
2020) during the pandemic, the competition is growing pretty

Every online retailer faces the challenges of skyrocketing
sales. And with people getting used to regular Facebook ads, it is
important to find a strategy that actually helps your business

Today, I’m going to share some insightful tips to help you
grow your sales naturally. Most of them will work, provided that
you are consistent.

What is customer marketing?

Don’t let the fancy phrase confuse you. Customer marketing
simply refers to campaign and marketing strategies to retain an
existing customer base by improving their overall experience.

You can use it for boosting growth, ROI, and retention rate.


It will also help you with advocacy and community

Take advantage of the following methods to make your
customer marketing sizzle.

1. Create a targeted blog

Yes, all of you have probably heard all about starting
a blog

But, there’s more to the picture!

When we talk about starting a blog, we’re generally talking
about a fresh blog that publishes relevant posts so you can
and improve conversion.

However, targeted blogs focus on creating content that reaches
out to the right audience.

To begin targeting, start by creating a blog. You don’t necessarily need to
choose a new domain. You can also set up a blog on your online
retail store (as a new category) or a sub-domain.

Next, create a list of your competitors and a list of the
relevant keywords you have in mind.

Type in the relevant words on a keyword research tool like
KWFinder. For instance, if you run a fashion store, you can type in
fashion clothing and it will find low-competition, high search rate
keywords for you.


Similarly, you can type in an entire domain into this keyword
research tool and uncover some great keywords.

Creating a targeted blog will not only help you retain existing
customers and improve user engagement but also grow your sales

2. Use an automated platform for customer marketing

When it comes to improving customer marketing for online
retailers, you cannot possibly miss out on AI-based marketing
automation platforms.

This is because a big part of online retailer traffic comes from
paid ads on Google and Facebook/Instagram. But, running cold
campaigns increases the cost per click and reduces the ROI.

This is where ad automation platforms like ConvertedIn come into
action. ConvertedIn, an AI machine automates everything from
segmenting unique profiles to creating an audience and a lookalike
audience for targeting and retargeting.

You can easily retain and grow your customer base and boost your
ROI by using a customer marketing platform.

3. Create a referral marketing program

Should you want to hit two birds with one stone, create a
referral marketing program.

A referral program retains
existing customers
and helps acquire new customers so you can
easily grow your eCommerce store.

You can use an automated referral marketing software like

A referral program rewards the customer for every purchase made
by its recommendation. There are a lot of examples for referral marketing where eCommerce
stores reward customers with cash prizes, discounts, vouchers, and

It is quite similar to affiliate marketing, but is personalized
towards keeping the customer experience intact. One great example
of this is Healthy Paws, a pet insurance site.


Every time a referral is made, a donation will be made on your

4. Tinker the customer experience using email marketing

Email marketing is one of the most saturated marketing
strategies for promoting products and services.

It is for this reason that you need to strategically optimize your email copy. Your email
needs to connect with your customers and should show you care for
the customer experience.

Here are a few tips to help you with that:

  • Personalize your emails – In addition to
    using your customer’s name in the email, customize your email
    based on your customer’s needs. For instance, if you have a
    multi-niche eCommerce store and a customer buys a kids clothing
    item, you can suggest similar items like apparel (cross-selling).
    But it won’t make sense if you recommend a digital item, even if
    it’s your monthly best seller.
  • Switch to omnichannel platforms – Another
    way to optimize your email campaigns is by collecting information
    using an omnichannel
    marketing automation platform
    . These platforms collect user
    info from email marketing, SMS marketing, Facebook messenger, etc.
    and help you create a custom email marketing strategy.
  • Be mobile responsive – By this I mean
    customize email content for multiple devices. If most of your
    customers are mobile users, reduce the content size, and create
    shorter email templates.

5. Thank your loyal customers

Should you want to master the art of customer loyalty management, you
need to understand one very important thing:

“When existing customers are buying from your store,
they are choosing your business over the

And it is thus important to pat them on the back every now and

One great way to thank your loyal customers and collect feedback
is by using a loyalty marketing platform that works with most
eCommerce platforms.

You can use platforms like CandyBar for both providing small
rewards on frequent purchases and auto-collecting feedback for
improving the customer experience.

6. Personalize your shipments

We all know how free shipping can improve conversion
rates and offer a better user experience.

However, most brands don’t do much about the post-shipment
experience. It is due to this reason that most dropshipping models

A post-shipment
is as important as a good quality product. You need
to help customers to keep a better eye on their orders. These
platforms usually charge a very small fee but help your customers
to track and be notified of the order details.

Plus, you can also get better feedback on delivery parameters to
analyze your customer satisfaction level.

7. Improve the customer experience using brand aesthetics

Brand aesthetics play an important role in brand awareness and
customer marketing.

While most stores take care of design just after store setup,
there’s a huge difference between a beautiful theme and a
conversion-friendly theme.

When designing your store for brand aesthetics and selecting a theme, remember to optimize!

Start by thinking about your business niche and create your logo
accordingly. For instance, a minimal logo won’t be the best fit
for a trendy clothing store. Look for a few options using AI-based
tools to find the best fit.

Next, make sure that your value proposition follows the Z
pattern design principle according to which a reader checks out a
site from left to right in the header, then goes to the lower left
corner and scans again from left to right.

Use high-quality product images for better conversions. Also, don’t
forget to optimize your store for SEO.

Final words on customer marketing

Above are some tips I picked up from my experience. As a
business owner, you should always look for new ways to tailor
customer marketing.

Here are some bonus tips:

  • Use A/B testing tools for your store
  • Boost the user experience by optimizing your site speed
  • Create a social community for regular visitors
  • Collect feedback using survey builders

Guest author: Pulkit Bhardwaj is a WordPress
blogger and an eCommerce enthusiast. When he’s not busy sharing
awesome ideas, he can be found helping online stores on�boutiquesetup.net or writing blogging guides
on starttheblog.com

The post 7 Ways Online Retailers Can Improve Their Customer
appeared first on Jeffbullas’s Blog.

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7 Ways Online Retailers Can Improve Their Customer