Unlocking the secrets of successful Direct-to-Consumer businesses

Hi !

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You've probably heard that Nafnaf announced its move into judicial recovery last week.

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Meanwhile, Zeta is celebrating its 3rd anniversary by opening a shop in Bordeaux and Rouje is landing in NYC.

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So, what do we think of retail in 2023?

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I'm sharing what I know on the topic and some insights from our latest Clash event in Paris "Omnichannel vs Pure Player" with Jonak, Ocarat, Detective Box, and Hydratis ⬇️

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Retail is dead, but not human relationships 👑

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High street shopping is changing rapidly, and experts advocate for omnichannel strategies and data-driven approaches.

But they overlook one thing: every click is human, with its own needs and aspirations.

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Contrary to popular belief, only 16% of Gen Z and 11% of Millennials avoid in-store interactions.‍

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So, retail is far from finished; it's simply evolving towards a more human and connected model.

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The key to success? Offer your customers authentic experiences that foster loyalty and turn your buyers into brand ambassadors.

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_{🎥 Mastering the comeback like Camaieu
The French retailer declared bankruptcy a year ago and teamed up with the French influencer Léna Situations to announce its return in September 2024. In her latest video (+1M views in 2 days), the influencer highlighted a job opportunity at Camaïeu, which is actively searching for a communication specialist to relaunch the brand. Smart move.}

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Think hybrid commerce! 🧜🏻♀️

Retail focuses on sensory experience and credibility, while e-commerce offers 24/7 availability, limitless choice, and valuable data.

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Forget the dilemma between the two, focus on "hybrid commerce", an omnichannel model that takes the best of both worlds, ensuring a seamless and frictionless customer experience.

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Here are 3 real-world examples:

• Offer the same functionalities online as in-store, like Balibaris with split payments (available with Klarna In Store).
  
  
• Bring your universe to life like Make My Lemonade, which holds DIY workshops in-store, offers a space for buying fabrics and patterns, and even has a tea room!
  

• Gamify your in-store experience, for instance, by adding a spin wheel like Cabaïa.

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_{🤜🤛 Bigblue Friends
If you're considering going physical, I'd recommend Label Experience agency. I'm a big fan of what they've done for Vanessa Bruno, Sézane, Boxy, Clarins, and Bonsoirs.}

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3 tips to try without getting your feet too wet 🛒

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Opening a physical store is one thing; running it is another.

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To help, here are three tips to test your concept without long-term commitments:

• The pop-up: The trial version of retail. An excellent way to test your product and generate buzz around your brand!
  
  
• The corner: Investing in a dedicated space within a well-known store is a fantastic strategy to quickly gain visibility and build international credibility! A (Jon)hack tested and approved by Lisa Nakam.

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_{💙 Bigblue Tips
From Future uses Bigblue to manage its stock replenishments for its shops and corners in France and Europe! In fact, the brand has just opened a corner at Rinascente in Milan. Bravissimo 👏}

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• The stand at an event allows you to pragmatically test your concept while getting maximum exposure to a targeted audience.

^{🏎️ Zoom over to the GP Explorer!
The GP Explorer is a Formula 4 competition between internet influencers. This event is organized by the French YouTuber Squeezie. With 60,000+ followers present in person and 4 million watching Squeezie's live – it was the place to be. Brands like Rhinoshield, Spacefox, and Del Arte were in the limelight. Are you in for the next ride?}

Feeling the retail buzz after this newsletter? Or perhaps a few lightbulb moments for your store game?

See you soon,

Julie

E-commerce Expert @ Bigblue

Hi there!

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Have you ever heard of the Buy on Google feature?

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It's only available in the US, and it allows users to purchase products directly from search results, bypassing the merchant's site.

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It will, however, be discontinued in September 2023.

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Instead, Google announced a feature more focused on the checkout experience.

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The user will be able to directly access the brand's payment page, without going through an endless journey 👋🏻

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If the no.1 search engine decides to bet everything on the personalised payment experience, it's definitely worth taking an interest.

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So, for this last newsletter before the start of the academic year, I'd like to share with you 10 tips to optimise your checkout.

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Bonus: At the end of this email, I've added 4 marketing trends to follow this summer!

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10 tips for an optimal checkout experience 💰

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1. Think mobile first 📱

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More than 57% of buyers place orders from their phones every week, and nearly half of users compare prices on mobile.

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To limit the risk of cart abandonment, make sure the navigation, the input of information, and the payment process itself aren't complicated and tedious.

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‍2. Be transparent 💸‍

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Hidden costs are one of the leading causes of cart abandonment: 61% of online shoppers have already given up a purchase because of additional fees.

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Ensure all additional costs, such as shipping fees, customs, or taxes, are visible in your checkout!

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3. Use a progress bar 🔄

You wouldn't start a journey without knowing how long it will take, right? The same principle applies to your users.

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Adding a progress bar to your checkout process gives your prospects a clear view of the buying journey and a feeling of control.progress bar to your checkout process, you give your prospects a clear view of the buying journey and a feeling of control.

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This significantly reduces their uncertainty and encourages them to finalise their transaction.‍

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_{💙 Bigblue Tips
Add a progress bar in your tracking experience like Unbottled to eliminate friction and delight your customers!
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‍Discover the Tracking Page 🚀}

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4. Offer multiple payment options 🎯

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9% of online shoppers will abandon their cart if their preferred payment option isn't available.

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Make sure to offer multiple payment options to meet your customers' preferences.

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<sup>🏅 Top 4 payment methods in the UK
1. Credit/Debit card
2. Payment via digital wallets (Apple Pay, Paypal, Paylib or Lydia)
3. Mobile payment (Amazon Pay, Lyf, Revolut, Monese)
4. Buy Now, Pay Later (Klarna, Alma or Floa)
(Source: pay.com)</sup>

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5. Reduce steps before purchase with autocomplete 🤖‍

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‍2 out of 3 consumers expect the checkout to take less than 4 minutes.

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Install Google Address Autocomplete to speed up the payment journey significantly!

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Your customers' shipping and billing addresses are automatically filled in, and all they have to do is click on "Pay"!

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6. Be smart with promo codes 💌‍

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A discount can generate a sale, but it can also derail it!

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If your customers spot a field dedicated to adding a promo code at the time of payment, there's a high chance they'll abandon their cart to look for a discount.

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To avoid this, you can hide the discount code field behind a drop-down menu.

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Those who need it will know where to find it, and it will go unnoticed by your other customers!

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7. Embrace upselling and cross-selling 🆙

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Use upselling and cross-selling strategies to offer your customers a personalised experience and increase your average order value/number of items!

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For example, if your customer is about to order a set of three bowls for £19.99, you can recommend the five-piece set for £24.99 (upselling) or the matching cup for £3.99 (cross-selling).

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_{🪄  Don't underestimate the power of the magic price
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‍This strategy involves offering your customers a price slightly lower than a round number. We also talk about "psychological price" because consumers tend to give more importance to the first digit of a price. By rounding down, you give them the impression of getting a good deal!}

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8. Eliminate the account barrier 🔄

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Forcing your customers to log in to order is not necessarily a good idea (personally, it's the worst buying deterrent!).

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82% of consumers have abandoned their cart due to a too complicated login process.

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To avoid any friction, offer your customers the possibility to order as a guest, using simply their email address.

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_{📱 Offer your customers to log in via their social networks!
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29% of users prefer to use their Facebook or Google accounts to identify themselves more easily. This a trend to follow, already adopted by Airbnb.}

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9. Connect a live chat 📞‍

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The live chat can answer last-minute questions and alleviate customers' doubts.

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With a tool like Shopify Inbox, you can provide real-time answers to frequently asked questions. This reassures your customers and can help boost your sales.

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10. Offer 1-click Payment ✨

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As its name suggests, this type of payment allows customers to finalise their order in a single click (or almost) and generally offers a better mobile shopping experience ☝🏻

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Displaying this option on your product pages or from your cart can help you increase your conversion rate by 20%!‍

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If the option interests you, like CAVAL, you can go through Just.

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4 marketing trends and tools to follow this summer 23!

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🖼️ No need for a photographer; use Google!

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Google should soon launch Product Studio, a tool that will allow you to edit and customise your product images thanks to AI easily.

This is a great way to stand out from your competitors without going through the shooting phase!

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🩷 Life in plastic, it's fantastic!

Brands are seeing life in pink with the release of the Barbie movie. For inspiration, I'm sharing a short summary of the best collab below.

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And to ride the trend without blowing your marketing budget, you can raid a costume store like Shanty Biscuit or bet on copywriting like Gymshark.

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🤳 Clever UGC from Big Blanket boosts its sales every time‍

Big Blanket recently published an excellent example of UGC videos that convert.

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Its recipe:

• The theme of restocking, which automatically raises curiosity and excitement around the product,
• Phrases like "it's already been out of stock 3 times" and "they sell out every time",  create a sense of FOMO (fear of missing out).
• The final sales argument will convince the consumer.

It's simple, effective, and easy to replicate with your products!

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🎢 Dream your ads in BIG

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More and more brands and celebrities use CGI (Computer Generated Images) in their marketing campaigns.

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After Jacquemus' giant bags and Angèle's roller coasters in Paris, Maybelline called on artist Ian Pagham to promote its new mascara!

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That's all from me! If you've enjoyed this newsletter, press the 'S' key on your keyboard to subscribe.

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‍Twice a month, I share 1 brand example, 2 actionable tips, and 1 surprise to boost your online sales.

See you soon,

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Julie

E-commerce Expert @ Bigblue

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Hi there!

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This week at Bigblue, we had the pleasure of co-hosting a webinar with Gorgias on a crucial topic for your brand's growth: optimising customer retention.

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Why? Because it costs an average of 5 times more to acquire a new customer than to retain an existing one 🤝

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If you couldn't attend, in this newsletter, I'll share 5 actionable tips that we revealed during the webinar to optimise your customer support and skyrocket your retention rate 💥

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3 benefits of optimised customer support 💰

Customer support not only helps you answer your customers' questions and requests, but it's also a powerful tool to:

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• Reduce your acquisition costs 💸

A slight 5% improvement in customer loyalty can boost your revenue by 25% to 95%!

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Happy customers will naturally spread the word about your brand, allowing you to reduce your advertising and marketing expenses.

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• Increase your average order value 🔄

A recurring customer spends, on average, 67% more than a first-time customer.

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A good support system creates a positive customer experience and encourages them to return, creating a virtuous circle that can be very profitable in the long run!

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• Eliminate competition 🧹

One in three customers may abandon a brand after just one negative experience.

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By providing your customers with quick and effective solutions, you minimise the risk of them turning to your competitors and build a strong base of buyers.

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The pillars to build excellent customer support 🏛️

Quality customer support can turn a negative experience into a positive one and create a lasting connection with your customers.

For that, I recommend you to:

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• Maximise efficiency through automation 🤖

Automating responses to common questions frees up your team to handle more specific queries.

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_{💙 Bigblue Tips
Maximise the efficiency of your customer service with our Gorgias integration.
Get all the necessary information at a glance, quickly resolve issues or address concerns, and turn unhappy customers into your biggest fans 😍
Supercharge my support team! ⚡️}

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• Focus on accessibility for guaranteed customer satisfaction 💌

40% of consumers use at least three different communication channels to contact customer service.

Ensure your contact information is clearly displayed and easily accessible across all your platforms.

Because a customer who can easily reach you is more likely to stay loyal and make repeat purchases!‍

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^{Bonus tip
Like Unbottled, use Gorgias' live chat on your website to allow your customers to receive instant help without having to respond to emails or make calls!}

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• Prioritise tickets with purchase intent 💬

28% of pre-sales support tickets were resolved within 10 minutes, resulting in a sale.

By prioritising these tickets, you maximise your chances of increasing your revenue and improving your customers' experience!

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• Personalise your customer support for optimal engagement 🎯

Nearly half (49%) of buyers have impulsively purchased following a personalised customer experience.

By personalising your interactions with your customers, you make them feel truly heard and appreciated, increasing their engagement and boosting your sales and long-term loyalty!‍

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_{💙 Bigblue Tips
‍Our new Recommended Products feature transforms your order tracking page into a new sales channel! Offer complementary items or showcase your new collections to boost the lifetime value of your customers. Compatible with Shopify only.
Boost my Tracking Page now! 💊}

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• Harness data and trends to maximise performance 🩺

Understanding trends and utilising data is a powerful way to optimise customer service.

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By analysing recurring queries, you can enhance your FAQ and refine your product descriptions to meet your customers' expectations better.

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You can also take this opportunity to train your team to anticipate pre-sales questions better and convert them into added items to the cart!

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That's all from me!If you've enjoyed this newsletter, simply press the 'S' key on your keyboard to subscribe.

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‍Twice a month, I share 1 brand examples, 2 actionable tips, and 1 surprise to boost your online sales.

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See you soon,

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Julie

E-commerce Expert @ Bigblue

Hello !

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Picture it... an always-available assistant to write your Instagram posts, generate your email campaigns, or optimise your product pages.

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Here are some ways in which AI ChatGPT can support your e-commerce and teams in your daily tasks.

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In this newsletter, I'm sharing four ChatGPT prompts to help you save time on your marketing tasks, improve your customer's experience, and boost sales 🏄🏼‍♀️.

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Note: While ChatGPT is an incredible tool, artificial intelligence has its limits. So, use it with caution ☝🏻

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Writing your social media posts 📱

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Feeling uninspired?

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ChatGPT can generate a multitude of ideas and content for your social media in record time while maintaining your style and brand voice.

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Here's an example of an Instagram post for the brand Asphalte ⬇️

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Here's how I asked ChatGPT to produce similar content.

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Prompt:

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Here's an example of an Instagram post I wrote to promote our referral program:

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[PASTE DESCRIPTION OF THE ORIGINAL POST]

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Write the description of a post on the same subject from a different perspective. Use my style.

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Response:

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While the text still needs some work, 75% of the job is already done.

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And that's absolutely fantastic, isn't it?

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Attention-grabbing subject lines 🧲

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ChatGPT can also help you write the subject lines of your marketing emails in no time.

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For example, you can use this prompt:

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Imagine you are an experienced copywriter and write the subject line for my upcoming marketing email. The email's subject is a 24-hour flash sale of a new collection of swimsuits. Please give me 5 different subject lines.

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Response:

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Now you just have to choose the subject lines you like the most and A/B test them 😎

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_{💡 Bonus tip
For simple requests, I recommend always asking ChatGPT for multiple options. If the result doesn't satisfy you, you can easily mix them up.}

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Writing engaging emails... 👊

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Now that you have the subject line, you can ask ChatGPT to write the body of your "24-hour flash sale" email.
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Here's what I asked for:

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While acting as an experienced copywriter, write the body of this email for me, including the CTAs. Use an engaging tone and create a sense of urgency for the reader.

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Response:

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_{💡 Bonus tip
Opting for a plain text email - without images, custom fonts, and very few links - is an excellent way to boost the conversion rate of your marketing emails. Your recipients perceive them as more personal and often have higher engagement rates.}

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... and personalized ones 🛠

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ChatGPT can also assist you in writing more personalized emails.

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For example, you can ask:

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Write a thank-you email to a customer who has just received their order. Explain why customer testimonials are important and offer them a discount of X€ in exchange for a review.

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Response:

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_{💙 Bigblue Tips}
‍_{Build your email flows based on your logistics data using Bigblue's integrations with Klaviyo, Gorgias, and Zendesk!
Take advantage of these integrations to gather genuine customer reviews, promote referral programs, and increase repeat purchase rate. 💸
Take my logistic emails to the next level 🚀}

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Make your products shine ✨

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Displaying clear, precise, and appealing descriptions of your products is essential to convert your visitors into customers.

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For this, ChatGPT is a valuable asset.

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For example, you can tell it:

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Write a concise and engaging description for a durable and waterproof hiking backpack.

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Result:

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Simple and effective ✌🏻

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Hello !

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Today, I suggest we explore a tool that is often underestimated but incredibly powerful: landing pages.

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Why? With an average conversion rate of 12.9%, landing pages are an excellent way to reduce your advertising expenses, decrease your CPA, and increase your sales 💥

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In this newsletter, I reveal the advantages of a landing page strategy for your business and share with you the key elements to creating ultra-effective landings!

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PS: To help you put these tips into practice, I've included examples of landing pages for you to copy right away 👀

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4 benefits of landing pages for your e-commerce

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Showcasing your product 📸

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A landing page focuses on a specific product or offer. The perfect opportunity to take the time to highlight all its advantages and seduce your prospects!

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Skyrocketing your conversion rate 🧨

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By guiding your visitors through a simple path with a single purpose (buying a product, signing up for a newsletter, downloading a playbook, etc.), you eliminate all possible distractions and significantly increase your chances of conversion.

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Boosting your SEO 🧨🚀🚀🚀🚀🚀

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Each landing is a new page indexed on your site! It improves your natural referencing and therefore offers you more visibility on search engines. By optimising your landing pages with relevant keywords, you can also attract more qualified traffic to your e-commerce site.

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Collecting valuable data about your customers 🎣

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Landing pages are also excellent tools to learn more about your customers and test your audience's interest in different products, offers, or content. You can then reuse this information to refine your marketing strategy and better meet your customers' needs!

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The key elements of an effective landing page 🗝

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1. Fast loading

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Your conversion rate decreases on average by 4 points per second of loading. To optimise your landing page’s conversion rate as much as possible, aim for between 1 and 4 seconds of loading.

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2. Clearly state your offer from the start

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To do this, make sure your Hero Header contains:

• Clear and concise title and subtitle,
• Engaging CTA,
• An image or video representative of your offer or product.

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_{💡 Extra Tip
Videos increase landing page conversion rates by an average of 86%.}

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To help you, I'm sharing Dollar Shave Club's example below ⤵  

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3. Social proof.

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9 out of 10 visitors rely on customer reviews on landing pages! Add reviews, customer quotes, or a few key figures to reassure your visitors and convert them into customers.

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4. A presentation of your brand

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To do this, try to answer the following questions throughout your landing page:

• Who are you?
• The why of your brand and why someone should buy it.
• Why are you legitimate to sell your offer?
• Why are you the best option on the market?
• How fast can your customers get your product?

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5. A (single) personalised CTA

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Even though it's tempting to add several CTAs to your landing page, it can be counterproductive. I recommend focusing on a single CTA and customising it to the maximum. Personalised CTAs convert, on average, 4x more!

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6. A newsletter sign-up link

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Don't miss the opportunity to stay in touch with your prospects!

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_{💙 Bigblue Tips
With the Bigblue application, you can customise your tracking pages and post-purchase emails with marketing banners. Take advantage of this to redirect your customers to your landing pages!
Transform My Emails into Lead Machines!}

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3 landing pages to copy right away 👀

• Javy Coffee's product page (without a menu to avoid distractions).

• Bombas' referral page (which offers to automatically send a reminder to the referred person).

• Glossier's splash page (unlike a pop-up that appears after a trigger, a splash page is already present when you arrive on a page).

In 2022, the influencer marketing market was valued at $27.51 billion.

Behind these numbers, the findings are shocking: the video content of an influencer followed by more than 3 million people on YouTube, TikTok, and Instagram generates 1,072 tons of CO2e per year.

This equals 481 round trips between Paris and New York (9 flights per week 🤯).

However, there are simple methods to reduce the carbon footprint of your videos while maximising their performance 🚀

In this newsletter, I will reveal 4 actionable tips from the agency Footsprint to generate more responsible advertising campaigns 🌱

1. Master the length of your videos ✂️

The longer a video is, the more energy it consumes.

To reduce the carbon footprint of your videos while boosting their effectiveness, I recommend prioritising short formats.

To help you, here are the most performant formats according to the platforms, as observed by Footsprint:

• TikTok: 16 to 20 seconds
• Instagram: 5 to 10 seconds
• YouTube: 10 and 15 minutes.

By adapting the length of your videos, you can improve their performance and reduce their environmental impact.

2. Reduce their resolution 🌐

Reducing the resolution of your videos effectively decreases the amount of data stored and transferred, and thus their impact on servers and networks!

A video posted in 480p will generate 80% less emissions than in 1080p (84kg of CO2e

versus 498kg of CO2e)!

And even if it is posted in 720p, its impact is still halved.

Yes, but 1080p resolution is the standard...

On desktop, maybe, but it's different on mobile.

As Steve Jobs said: The magic number is about 300 pixels per inch (118 pixels per cm)... That's the limit of the human retina to differentiate pixels when you hold something about 25 cm from your eyes.

On TikTok, where content is mainly consumed on mobile, a resolution of 720p or 480p is therefore enough, without any substantial loss of quality.

3. Prioritize Wi-Fi connection 📶

Watching content on cellular data consumes an average of 7 times more energy than on Wi-Fi!

At the same time, in terms of impressions, videos viewed on a Wi-Fi network would generate better performance than on cellular data.

Of course, Wi-Fi users are usually in a place (or at a time) where they are more focused and therefore more receptive to consuming content.

Footsprint has also observed that on TikTok, the cost per click of an advertisement broadcasted on Wi-Fi is on average 25% cheaper, with a 16% higher engagement rate 🔥

Good news: Meta allows you to target only audiences on Wi-Fi.

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_{✅ How to implement these best practices in your campaigns?‍}

_{Committing to responsible digital practices is an excellent way to strengthen your brand image and credibility with consumers increasingly sensitive to the ecological transition. You can see all of Footsprint's best practices just here ⤵️‍}

_{I'm going digitally responsible!}

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4. Recycle your content to maximise its lifespan ♻️

Your content is popular? Reuse it!

In addition to reducing your production costs, you maximise the visibility and memorisation

of your ads, while minimising emissions related to wasted impressions.

You can, for example:

• Cut your "long" videos into several shorter creatives for your ads.
• Compile several excerpts from performant videos to create an original video, to which you can absolutely add your brand codes (logo, etc.) like Poiscaille.

• Incorporate them into your marketing emails or post-purchase emails like Unbottled ⬇️

• Integrate them into your website or product pages to increase your social proof like Glossier.

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_{💌 Are you interested in Unbottled's emails?
Unbottled personalises its follow-up emails thanks to the Bigblue application and thus offers its customers an incredible experience to generate complementary sales!
I want amazing emails!}

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I hope you enjoyed this newsletter and feel motivated to contribute to more responsible marketing!

See you soon,

Julie

E-commerce Expert @ Bigblue

Less than 24 hours away from Black Friday, I'm sharing with you the original and innovative marketing strategies of 5 brands for this edition and revealing what to expect from consumers. Plenty of inspiration for your future campaigns, whether you offer discounts or not 😉

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What can consumers expect?

📈 French consumers are expected to spend an average of €255 on Black Friday (15% less than in 2021), while the budget of Swiss and German consumers is around €300.

📱 Over 70% of BFCM (Black Friday Cyber Monday) sales will be made on mobile, even though conversion rates and the number of products purchased are higher on desktop.

🌱 According to the 2022 Shopify report, 40% of consumers are willing to pay more for eco-friendly products and 52% of French consumers are willing to buy second-hand Christmas presents.

What are the brands up to?

1️. eBay is back... and does nothing!

The French second-hand marketplace recently made a comeback and announced that it would not participate in Black Friday.

eBay has also revealed an eco-friendly marketing strategy for the holidays and will highlight second-, third-, and fourth-hand Christmas gifts.

📹 Video comeback

If you missed it, I'm sharing their campaign video (watch until the end).

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2️. Amazon launches Black Week... and goes green

Since Friday, November 18, 00:01, until Monday, November 28, 23:59, the marketplace is offering up to 70% off millions of products.

To help consumers navigate the sale, Amazon has even created a guide to find the best deals.

New this year: to cater to consumers' interests, Amazon also offers a Climate Pfledge Friendly store that only lists more sustainable products, refurbished or certified according to more than 30 standards such as Fair Trade, GOTS, Carbon Neutral, etc.

3️. Unbottled commits to "No Plastic Days"

The cosmetics brand Unbottled is partnering with No Plastic in my Sea, which fights against marine pollution.

Their customers can benefit from reduced prices, and 100% of the profits will be donated to the organization.

PS: their subscribers could benefit from early discounts starting today by signing up through their newsletter.

_{💡 How to handle unhappy customers during Black Friday?
Discovering that a product they recently ordered is now available at a discounted price can be frustrating for your customers.
To keep them loyal to your brand, you can, for example:
🎟 Offer them a voucher for a future purchase.
🔙 Refund the difference.
🔀 Exclude recent customers from your promotional campaigns (especially with the help of the Bigblue + Klaviyo integration).}

4️. Faguo isn't offering discounts and launches a "greenline" campaign

As part of the French collective Make my Friday Green Again, which brings together more than 1,000 brands, it's no surprise that Faguo is not participating in Black Friday.

To raise awareness among consumers, Faguo even launched 3615 - Buy less and better, a (real) phone line to help you resist the temptation of Black Friday! To test it, dial +33 9 72 12 12 34 and press 1 📞As every year, the brand will also offer a free repair workshop in-store this Friday, November 25.

5️.Gymshark keeps its Black Friday champion title

Gymshark's Black Friday started on Thursday, November 17, with discounts of up to 60%, which can be combined with the discounts the brand offers to students, sports professionals, and military personnel all year round.

If in 2021 Gymshark had made a parody of a workout session to announce its Black Friday deals, it opted for Instagram-focused communication this year. Their account features a "Black Friday Wishlist" and a countdown in their stories, as well as a modified bio for the occasion.

The 2,000 discounted products were also revealed in advance on their website to allow customers to make their wishlists for the big day.

NB: the brand averages 20% of its turnover during the holiday season, including 40% during the first 6 hours of Black Friday.

Finally (and for even more marketing ideas), I'm sharing the playbook The guide to sell 1M€ on BFCM 2022: Build your win-big strategy with strategies from the top brands!

Hello !

Every year, over 10,000 e-commerce sites are created.

In addition to increasing competition, this growth causes acquisition costs to skyrocket.

The challenge for brands is creating strong bonds with their customers to maximise their retention rate.

With an average open rate of 70%, follow-up emails are powerful tools to increase the lifetime value of your customers ❤️

In this newsletter, I will review Unbottled's email and show you how to create the perfect follow-up email in 8 steps 🚀

1. Personalise your follow-up email 🎨

Your brand experience doesn't end at checkout!

To make your customers identify you at a glance, create a consistent experience with your e-commerce.

To do this:

• add your logo,
• your brand colours,
• a cover image.

PS: Don't forget that the tone of your email should be consistent with your brand!

2. Ask for feedback on delivery 🚚

35% of customers who have had a negative delivery experience will not place any more orders.

Like Unbottled, encourage your customers to give feedback on delivery!

Use their responses to improve your shipping process or strengthen your credibility by showing positive reviews on your e-commerce 💡

<sub>💙 Bigblue Tips

Thanks to Bigblue's integrations with Klaviyo, Gorgias and Zendesk, build your flows based on your logistics data! Schedule your emails according to the order status, segment your email lists according to your customer's satisfaction, and increase your repurchase rate 💸

Discover More About Bigblue Integrations 🌐💡</sub>

3. Communicate order details 📦

Make your customers' lives easier by reminding them what they ordered.

Display the order number, product name, and quantity to avoid any frustration.

For even more transparency, you can also add the estimated delivery date.

4. Show carrier information 📬

A customer checks their order tracking an average of 4 times.

Include the carrier name, tracking number, and a link so your customers can easily track their order and improve their experience.

_{💙 Bigblue Tips
‍
‍With Bigblue, Unbottled's emails are sent as soon as carriers update the status to offer their customers a smooth experience.}

‍5. Use them to increase your repeat rate 📈

Follow-up emails have a significantly higher open rate than traditional marketing emails.

Take advantage of this visibility to encourage complementary sales ♻️

For example, you can add a discount coupon or a referral link 🎟

<sub>💙 Bigblue tips

‍The Bigblue app allows you to add infinitely customisable marketing banners! Send promotional offers, add peace of mind banner, or highlight your news ✨</sub>

6. Add links to your social networks 🌐

After marketing emails, social media is the second most effective channel for customer retention.

Add links to your different networks at the end of the email to have all the opportunities to convert your customers into subscribers.

7. Remove friction by connecting your Customer Service 🤝

61% of consumers will turn to a competitor if their experience with a brand's customer service is disappointing.

Minimise friction by allowing customers to contact you more easily and directly from their follow-up email.

To do this, add links to:

• your returns policy (or directly to your portal),
• your FAQ,
• your privacy policy...

‍

_{💙 Bigblue tips
‍Like CAVAL, use Bigblue's return portal to offer your customers an ultra-smooth return process.}
‍

8. Use Bigblue 💙

Like Unbottled, by using Bigblue, you will automatically get all these advantages.

Adopt Bigblue to offer an optimal experience to your customers and optimise their lifetime value 🚀

I hope you enjoyed this newsletter!

See you soon,

Julie

E-commerce Expert @ Bigblue

PS: Did you love this content? Subscribe to the newsletter 🤗

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