Industry Analyst & Strategist

Morning Coffee for Ecommerce, Sales Lapse: August 4, 2020

The topic of the day is ecommerce with #MorningCoffee. With COVID and the change in how we “economy” everything I thought it’d be important to drive some basic as well as innovative information. As usual, if you have comments, hit me up on the Twitters.

Best Practices for Lapsed Purchasers

There are a ton of new and old buzzwords, phrases, and jargon in the commerce space and we get hit today with “lapsed purchasers.” Really this are actual customers who likely have an opportunity to repeat shop, likely because of a subscription services, perishable (not necessarily food) goods, or variety. Omnisend sets up the good news pretty quickly:

The good news with a lapsed-purchaser is that you already have some data to work with. You know when they purchased, what they’ve purchased, and what interests them.

It’s a no-brainer to realize that the best customer you have is the only that’s already purchased. Digital solutions to maximize that relationship are key. There are tons and tons of solutions that address this space but none that I have come across that are of the free and open source model, and honestly you probably don’t want to go that route. There is a lot to be said for a third party that manages the logic, can be held accountable (liable), and has secured authentication at email providers. Stuff you don’t want to be thinking about.

And now the rest of the best …

(Nexcess) Scheduling Sales & Marketing For Black Friday

(Kim Doyal) Email Marketing is the Ultimate Content Marketing for Driving Sales

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