Good morning, good day, or good evening, depending on where in the world this blog post is reaching you. You might recall our previous blog post about the new Customer Marketing Tool that’s kicking ass and taking names - literally*. With this tool, you can access the usernames and purchasing history of your past customers, and use this data to craft personalized marketing campaigns that will encourage repeat buyers.
So, how exactly do you craft these personalized marketing campaigns? Lucky for you, I chatted up some of our programmers and found out exactly how sellers like you can make the most out of this feature.
Creating a Marketing Campaign
This week we launched the Marketing Campaign aspect of the Customer Marketing Tool. There are many benefits to using this tool. Here are a couple ideas on how to use this tool to build your business and create memorable customer experiences:
- Offer a discount to buyers who have left negative feedback in an attempt to turn their experience into a positive one.
- Offer targeted discounts on specific items to buyers who have bought similar items in the past.
- Design and create your own customer loyalty program.
Now that we're feeling creative, let's make a marketing campaign. To begin building a marketing campaign, navigate to your Seller Dashboard. Select “Customers” and then “Marketing Campaigns.” Click on the green button that says “Create a new campaign.”
From here, simply fill out the form and you’re ready to send your campaign! Here’s a preview of creating a campaign.
Let’s take a look at a breakdown of the new campaign form:
- Title. This is what your campaign will be called on your Marketing Campaign dashboard.
- Audience details. This is where you select the recipients of your discount. You can select subscribers, buyers, all customers (buyers AND subscribers), or a custom list you’ve created. Check out this page for a recap of how to create a custom list.
- Offer details. This is where you create the offer you’re sending to your audience. There are several fields to fill out for your offer:
- Discount: please select either the percent off or the dollar amount you would like to offer. You can select the discount type in the dropdown menu.
- Coupon code: this is the code your audience will use when they checkout. In the example, I used the code THANKYOU because it’s a loyalty campaign.
- Landing page: this page is the first page customers will see when they click through from your email campaign. This can be either your booth page or a specific item page.
- Expiration date: an optional trait, you can select an expiration date if you wish to offer your discount for a limited time.
- Message: another optional feature, you can add a special note to the recipients of your marketing campaign.
Once you’ve completed the form, you can preview your campaign as it will appear to customers. All links in the preview are live, and will redirect you upon click. After previewing, you can either make edits as needed or send your campaign. Buyers will see your campaign on their account dashboard and on the new My Seller Coupons page.
I'd like to reiterate that buyers can opt-out of these campaigns at any time by changing their notifications preferences in the Notifications tab of their Account Settings. These promotions are not currently being sent via email. When that function of this tool exists, customers will have the option to opt-out of email communication. We want to ensure that this marketing tool is permission-based and transparent to all users.
To edit a campaign,you can can click the edit button. This will shift the page from “view” mode to “edit” mode. The changes you make to your campaigns will not trigger an updated email, but will go into effect for future emails. You can also delete the campaign through this page.
But why should I?
Acquiring new customers is vital to your business, which is why we have a variety of tools to make that possible. Read our Seller Success articles about optimizing your booth and listings, and while you’re at it, check out our Advertising options to get more eyes on your items.
But encouraging one-time customers to buy again is equally as important. A one-time customer has a 32% chance of returning to your store and making a purchase for a second time, and if you can get that conversion, the likelihood of multiple future purchases increases significantly.
Bonanza has and will continue to be a site focused on community. We want to encourage buyers to support sellers they’ve had a great experience with in the past, and we want to encourage sellers to build a personalized one-on-one relationship with their customers. The Customer Marketing Tool is the next step in putting customer loyalty into your own hands.
*To be clear: the Customer Marketing Tool is literally taking names. The kicking ass part is figurative.