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Deciding to start Email Marketing is a great leap in the right direction. Chances are, you're starting off with a small email list of your current clients. That's great! Now let's look at how you can grow your email marketing list to make your messages heard far and wide.

The Importance of Growing Your Email List

Growing your email list is a constant struggle. The average email list loses about 30% of its contacts every year due to unsubscribes, bounces, or spam reports. This is on top of those who just stop opening your emails out of disinterest or just ignoring their email altogether. For this reason, it's important to keep your email list fresh and market to interested consumers often and as soon as possible.

The easiest way to grow your list is by putting a method to signup for it on your website. There should be a signup button on every page of your website, including the search and checkout pages. Make the signup link prominent on the home page. There's no reason anyone should have to hunt for it.

Further entice customers to signup by giving them a reason to! People want to know what in it for them, so offering a list of reasons to signup is valuable. Here are some reasons why someone might want to join your email list:

Up to date product news or news related to your industry.

Most email marketing programs offer an autoresponse to new signups. Offer a one time coupon for new signups, and watch your list (and sales) grow.

If you run an online store, you that customers enter their email addresses at checkout. This does not imply that they are giving you permission to market to them, unless you specifically ask! Be sure to add a checkbox (that's checked by default) that asks if they would like to opt-in to receive special offers and discounts via email. This will help your list grow while preventing spam reports.

Leverage your social audience to grow your list. When you send out your regular promotions via email, you can also send out some of those same promotions via social media (Facebook, Twitter, Pinterest, etc.). When you do, be sure to include a link to signup for your newsletter.

A popular way to increase your list size is to run a contest or a survey. For entering your contest or survey, offer a small coupon or potential prize drawing, and require an email for your list!

When you sell a product online, do you pack it yourself? Retailers often forget that customers will read everything included in the box. Send a thank you note that asks them to signup! You can even include a QR code on your note that takes them directly to your signup form.

Popular email marketing platforms like Constant Contact have an easy way to allow your customers to signup for newsletters via text. This allows you to include short line on your website that says something like "Text your email to 555555 to signup".

If you have a physical store, it's easy to put out a signup sheet, or leave a fishbowl for business cards. And of course, don't forget to just ask. If you're on the phone or face-to-face with a customer, it never hurts to smile and ask for their email address.

Growing Your Email Marketing List

If you've ever shopped online, chances are that you've seen and considered reviews for merchants you shop with and products that you've browsed. Customers prefer real testimonials to marketing fluff, so it's no surprise that reviews are the fastest growing social marketing tool for online stores. According to a 2012 study, almost 33% of shoppers trust reviews over a particular brand or its marketing. If you're considering adding reviews to your website or online store, there are a few things you should know.

Online reviews are a becoming a big factor in determining your placement in search and shopping results. Total number of reviews, review quality and length, and trust of your review platform all play a big role. A 2013 study reported that almost 85% of users considered reviews before visiting a new restaurant, hiring a contractor, or making a major purchase, so it's no wonder that search engines take reviews into account more than in the past.

In general, there are 3 different types of reviews.

 are a measure of trust in your business in general. When someone fills out a merchant review, they're reviewing your customer service, shipping time, and overall quality of shopping experience. Merchant reviews are powerful incentives to trust your brand.

 rate the quality of individual products. Product reviews help build trust in the particular brand of a product, and allow customers to read personal stories from other buyers who've used that product, as well as share those reviews on social media. In fact, 42% of all Amazon customers have left product reviews, and products with postiive review have sold 200% more than those with no ratings. The best and most trusted review programs only allow reviews from someone who has actually bought that product.

 are reviews you collect either in your physical business location or on the go (using a tablet or phone, for instance). You can then syndicate that review to many online lists and social media platforms to get you the most exposure available when someone searches your business.

While you can always install a simple review plugin or use whatever comes built-in with your e-commerce platform of choice, it's far better to have reviews collected by a Google and/or Microsoft approved third-party review company. Those reviews are guaranteed to be from actual customers, which means they can't be faked. Depending on who is collecting your reviews, can be used to boost your visibility and attractiveness in Google Adwords, Google Shopping, Yahoo and Bing ad networks.

We've found Shopper Approved to be the best review company overall. Their prices are highly competitive and their customer service is top notch. Their review management tools are easy to use, and they're one of the most trusted names in the business. Shopper Approved collected 70% more review and are historically more visible on search engines than their competitors. Most importantly, their ratings are fed to Google so shoppers will see your review stars when browsing Google shopping.

Want to get started with reviews for your website or online store today? Ventura can set you up with a 30-day free trial of Shopper Approved. For more information, 

The Importance of Online Reviews

In the ever-evolving marketplace, understanding the diverse array of buyer personas is crucial for tailoring your marketing strategies to meet the specific needs and preferences of your target audience. From bargain hunters to luxury consumers, each persona presents unique challenges and opportunities for businesses. Let’s dive into the common buyer personas and how you can adapt your approach to resonate with each.

Driven by emotions and the desire for instant gratification, the Impulse Shopper makes spontaneous purchases based on what catches their eye. Use eye-catching designs and persuasive copy to grab their attention. Limited-time offers can also create a sense of urgency that triggers their impulse to buy.

The Researcher takes a methodical approach to shopping, spending time comparing products, reading reviews, and seeking out the best options. Provide detailed product information, customer reviews, and comparative features to help them make informed decisions.

This persona values trust and consistency. The Loyal Customers are repeat customers who appreciate personalized experiences and loyalty rewards. Focus on building a relationship through loyalty programs, personalized marketing, and maintaining consistent quality in your products or services.

Comfortable with the latest technology, The Tech-Savvy Shopper look for a seamless online shopping experience and innovative features. Ensure your website is mobile-friendly, easy to navigate, and incorporates the latest tech to enhance the shopping experience.

Concerned with environmental and social issues, the Ethical Shoppers prefer to support brands that align with their values. Highlight your brand’s commitment to sustainability, ethical manufacturing, and corporate responsibility to attract this conscientious consumer.

The Luxury Consumer seeks exclusivity, quality, and a superior customer experience, willing to pay a premium for these aspects. Focus on delivering high-quality products, exclusive offers, and exceptional service to meet their high standards.

Focused on necessities, the Practical Shopper looks for functionality, durability, and practicality. Emphasize the reliability, longevity, and utility of your products to appeal to their practical nature.

The Gift Giver is always on the lookout for the perfect gift, they appreciate recommendations, attractive packaging, and flexible return policies. Offer gift guides, provide various packaging options, and ensure a hassle-free return process to make their gift-giving as smooth as possible.

By understanding and catering to the unique preferences and behaviors of these buyer personas, businesses can enhance their marketing strategies, website design, and product presentation. Tailoring your approach to each persona not only improves customer satisfaction but also drives sales and fosters loyalty among your target audience.

Common Buyer Personas in E-Commerce

Sometimes, customers click on a link and get a 'page not found' message, known as a 404 page. This can be annoying, but your online store can turn it into a helpful moment. 

 even when they can't find what they're looking for. You can make these pages fun or say sorry for the mistake. This shows you care about your customers. Plus, you can add links to your best-selling products or special deals. This way, customers can easily find other things they might like to buy, instead of leaving your site.

Make Shopping Easier with Custom 404 Pages

Your 404 page is a great place to show what your shop is all about. Instead of a boring error message, make your 404 page fun and show your shop's personality. Use cool pictures, funny words, or something special about your shop. This makes customers remember your store and feel good about it, even if they didn't find what they were looking for at first. Plus, a cool 404 page can make people want to share it with friends, bringing more customers to your shop.

A clever 404 page can turn a lost sale into a new chance. When customers see your helpful 404 page, they might stay on your site longer and look at other things. You can use this page to suggest other products, tell them about sales, or ask them to join your email list. This way, even if they don't buy what they first wanted, they might find something else they like. Also, a good 404 page can make customers like your shop more. They see that you try to help, even when things go wrong. This builds trust and can make them come back to shop again.

10 Tips for Improving Your 404 Error Pages

When visitors encounter a 404 error page on your ecommerce site, it's a crucial moment to turn potential frustration into a positive experience. A well-crafted 404 page can not only retain customers but also encourage further exploration of your site. Below are ten simple yet effective tips to enhance your 404 pages. These suggestions range from adding functional elements like a search bar to creative strategies like offering discounts, all aimed at improving user experience and keeping your visitors engaged.

 on your 404 page. This helps customers easily look for what they wanted to find, or discover something new, without going back.

 Write a clear, friendly message on your 404 page. Avoid technical jargon. Phrases like "Oops, we can't find that page!" are more welcoming.

 Add links to your best-selling or most popular products. This guides customers back to shopping, potentially 

 Provide a small discount or a special offer on the 404 page. This can turn a visitor's disappointment into a pleasant surprise, encouraging them to shop.

 Highlight your latest products or current deals. This keeps the content fresh and may capture the interest of the visitor.

. This can make the 404 experience less frustrating and more enjoyable.

 Make sure your 404 page matches your site's overall look and feel. Consistent branding helps maintain a professional image.

 Include an email address or a contact form for customers who need help. This shows that you're ready to assist with any issues.

 Give customers a way to report a broken link or give feedback. This not only helps you fix errors but also involves the customer in improving your site.

Ensure your 404 page is mobile-friendly. Many customers shop on their phones, so the page should look good and work well on all devices.

When you hit a dead-end on a website, a fun 404 page can turn frustration into a smile. Check out these five custom 404 pages employed by industry leaders, along with explanations of their custom 404 page strategies.

Disney's 404 page features a character from their movie franchise, which gives a playful and brand-specific touch to the error page. The message "You didn't break the internet, but we can’t find what you are looking for" adds a light-hearted tone, suggesting that the error isn't the user's fault. It also includes a search bar with the text "What can KnowsMore help you find today?" encouraging users to continue their journey on the website.

Netflix's 404 page utilizes imagery from one of their original series, creating a thematic scene that's recognizable to fans. The message "Lost your way?" is consistent with the imagery, and the suggestion to return to the Netflix home page is clearly displayed, guiding users back to familiar territory.

Starbucks takes a more interactive approach with their 404 page, showing a spilled drink and inviting users to "Mop up the spill to reveal something underneath." This engagement can distract users from the inconvenience of hitting a dead end and also incentivizes them to explore more of the website.

Publix uses humor on their 404 page, likening the missing page to a product that's "past its sell-by date." They apologize for the error and suggest doing a search or contacting them for help, which is a straightforward method of redirecting users.

GitHub's 404 page features their mascot in a desert with a message that's a playful take on a famous quote from "Star Wars," tailored for the developer audience that frequents their site. This geeky humor aligns with their community's interests and subtly encourages users to continue searching for what they need on GitHub.

A well-designed 404 page is important for any e-commerce site because it helps keep customers engaged even when they encounter a missing page. Instead of a generic error message, a custom 404 page can reflect your brand's character and make the experience less negative for shoppers. By including helpful features like search bars, links to popular products, or special discounts, you can quickly redirect customers to other areas of your site. This not only improves the chance of retaining visitors but can also potentially lead to more sales. A good 404 page shows customers that you value their time and experience, making it more likely they will continue to shop with you.

How to Enhance User Experience with Custom 404 Pages

We’ve seen social media change the way we go about marketing and advertising our businesses to the world. Social media is an incredible avenue to maintain top of mind awareness with your shoppers.

Influencer Marketing has taken the internet by storm. While it was once a trend, it’s more common than ever before. Influencers are typically experts on the platforms you see them on, they already have an engaged audience, they know what kind of content their audience is interested in, and they know that they can influence their audience with the information they put out.

Many micro-influencers have a relationship with their audience that mimics the “regular guy/gal” brand archetype, making them more relatable and leading their audience to trust their opinions and recommendations. This is a great way for a business to leverage brand awareness and grow their audience even more.

Short-form Video Content will Continue to Rise

Many of us heard of TikTok at the start of the global pandemic and vowed to ourselves that we would never download it. As we’re over a year into the global pandemic, many of us can’t stand by that statement anymore. We’ve been consumed by the hilarious, relatable, and educational videos that are widely spread across the internet.

Short-form video content takes less time and space to create and it also falls in line with the current fast paced attention spans of online audiences. Long-form videos can offer much depth about a product, brand, or service to your audience but ask yourself….who has time to watch one five-minute video when they could watch 15 short videos in the same time and take in MUCH more?

Mobile Optimization will be EVEN MORE Critical

Consumers spend more and more time on mobile devices every day. As buying power continues to grow amongst Millennials and Gen Z audiences, mobile friendly websites will generate more revenue than slower, non-optimized online stores.

Mobile optimization not only encompasses your website, but also things like email marketing, for example. Consider ways that you can deliver a mobile email experience to subscribers.

Social Responsibility will be Prioritized

We are all aware of the global pandemic that started in 2020. This along with other world events, caused social responsibility, ethics, and transparency to matter much to consumers more now than ever before. Consumers care about brands that care about them, their employees, and shared causes.

You may see that some businesses have already begun to shift their social media marketing strategies to focus more on inclusive initiatives, promotions and offerings all while highlighting causes or missions they support.

Search Engine Optimization (SEO) refers to how discoverable your website and content is. SEO is not new in the slightest, but you can expect to see SEO be ingrained within much, if not all of your marketing tactics and strategies.

We’ve had the entire year of 2021 to work through the kinks of what business will look like in 2022. As we saw many virtual events in 2020 and 2021, 2022 will be more of a hybrid approach. Expect to see businesses using more physical opportunities for their audience in 2022. Although there may be less virtual events, that DOES NOT mean that virtual events are null and void.

Resources for Success

Learn Marketing

Growing Your Email Marketing List

The Importance of Online Reviews

Common Buyer Personas in E-Commerce

How to Enhance User Experience with Custom 404 Pages

Social Media Marketing & eCommerce in 2022: What to Expect

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