It's hard to figure out which marketing approaches are best for your e-commerce business. Also, once you get a few channels working it can be difficult to get those channels working together. At a certain point, they might even start working against each other and cannibalize revenue.
Having multiple working channels is great, but if you can align them with feeding each other, you can supercharge both results. You are probably already aligning landing page copy with offers in your advertising campaigns, but you can also make a similar approach with more granular aspects of your marketing. For example, aligning the live chat experience on your website with your email marketing campaigns.
At HelpFlow.com, we run 24/7 live chat teams for over 100 e-commerce stores. In addition to driving sales through our live chat strategies, we also integrate live chat into the marketing channels of our clients. For example, adding live chat calls to action in advertising or email campaigns and more.
One strategy that works incredibly well is to align the live chat experience on the website with the messaging of email marketing campaigns driving traffic to the website. In today's post, we will talk to you about how it works to consider doing the same. And of course, if you want help, we're here.
Let's get into it.
The first step you need to do is add a tag to your email campaign URLs that drive to your website. The live chat system uses this tag to know the email source and the specific email campaign that drove visitors to the website.
The specifics of how to do this vary depending on which email marketing system you're using, but it should be a default feature in most accounts. The specific tag can vary, as long as it matches the live chat settings, which I'll share below.
For the sake of our example, we'll assume you added &chatsource=email&chatcampaign=julyfourth.
We've talked in other posts about the importance of using automated chat greetings to drive chat volume. When you get greetings right, 70% of your chat volume will come from greetings and drive a lot of sales.
Once you have a tag in place for visitors that came from email campaigns, your live chat system should enable you to customize chat readings based on those specific visitors.
For example, you could integrate the actual offer they saw in the email campaign directly into the live chat greeting in a conversational way.
You could also note the source for the agent so that the agent can customize their product recommendations based on the email campaign experience.
The sky is the limit here. Once you have the data, you can customize many things to know that the visitor came directly from an email campaign.
Once you've got the data source set up and the ability to customize the on-site chat experience, test to see what ultimately drives the highest amount of revenue per visitor from email. You can even set up split tests to test different chat experiences for the same group of visitors from a single email campaign to see what performs best.
To supercharge results in the future, take what you learn in the chat experience (i.e., questions visitors ask, etc.) and adjust your actual email campaigns with that intel. That will enable you to increase click thru rates from your future campaigns.
Getting your marketing channels to work initially is the first milestone, but if you can have them work together, you will really start to scale your business results.
Want to see how you can leverage live chat in more ways? Book a strategy call with our team at HelpFlow.com, and we'll audit your current marketing approach and share ways to use live chat to drive better results. Even if you don't work with us, you'll get a ton of value from the process since we've worked with so many stores.
Want to read about more insights you can apply? Here are a few popular blog posts:
If you have a question, feel free to comment or reach out! We'd love to help out.