Table of Contents
前言
因為疫情帶來很多的變化，很多事情也變得和2020之前不一樣，相信大家也有所體會。像對我影響最多就是工作變成了在家辦公。另外，實體店面在疫情後迎來很大的挑戰，疫情期間習慣了上網購物。實體店面的銷售大打折扣，有沒有發現很多商家也開始接受網購，這就是疫情帶來的其中一個大改變。因為網購的流行，物流就是一個大挑戰，商家還不得不與意料之外的供應鍊和物流惡夢作鬥爭。2020年，世界上出現了向電子商務的最大轉變。研究表明，90%的消費者現在在網上購物，這比大流行開始時的70%有所提高。此外，46%的消費者正在與新品牌購物。
一開始也許你會不習慣，但是在這兩年的時間相信每個人應該都會開始了他們的網購，現在社會已經適應了這種新常態，你將如何維持和發展你去年在網上與客戶形成的關係？一旦他們可以再次親自購物，他們會離開你的網店嗎？他們會回到大型零售品牌和大賣場去嗎？今天就來探討 五個電子商務營銷策略，假如你也是電商也可以用來建立更強大的關係和保留你的客戶。
疫情后電子商務營銷策略
電商品牌正在使用什麼策略來繼續2020年的超級增長軌跡？你是如何考慮駕馭這個新世界，並在未來的新挑戰中發展你的業務？趁著2021年底就來讀讀看來改變一下明年的電商策略。
建立你的品牌並將其納入你的信息傳遞中
建立你的品牌是否一直被放在心上？你可能已經花了很多時間考慮如何建立你的品牌，如何脫穎而出，以及如何與你不斷增長的受眾溝通你的價值觀。而你的客戶也關心你作為一個品牌所代表的東西。通常，這也是他們在你這裡購物而不是在其他企業購物的一個重要原因。尋找不同的機會告訴你的新客戶，在你的品牌下購物意味著什麼，這對延續這些關係至關重要。
來問問自己，你的品牌的一些問題：你所堅持的信息是什麼？你提供的具體價值是什麼？你的氣質是什麼？你的品牌創始人的故事是什麼？這些問題對你來說可能很簡單，但它們對你的客戶來說有很大的分量。回到你的信息傳遞，想想是什麼讓你脫穎而出，並持續向你的客戶傳達這些信息，向他們展示他們在你這裡購物是正確的選擇。
這封來自Farmacy Beauty的郵件是一個很好的例子，說明了以一種有意義的方式談論你的品牌，並與你的受眾產生共鳴的意義。它傳達了Farmacy的核心價值和使命，還有他們的原料是如何在農場種植的，他們對可持續發展的信念，他們如何使用20,000只蜜蜂來製造他們的蜂蜜產品，以及他們如何與小農場合作。
在電子商務方面，很容易落入一個陷阱，即你默認一直專注於銷售你的產品。但是，並不是你發送的每封電子郵件或你寫的每篇稿件都需要以產品為中心。
溝通你的價值主張和你的品牌與其他品牌的不同之處
是什麼讓你的產品與市場上的其他同類產品不同？你的價值主張是什麼？除了告訴客戶你的品牌，讓你的受眾知道他們購買你的產品會得到什麼好處也很重要，這樣你既可以教育他們，也可以鼓勵他們重複購買。為什麼有人會選擇在你這裡購物而不是其他品牌？你的產品的質量或工藝有什麼特別之處？你的產品中含有什麼成分，或者它是如何製造出來的，這又是如何使它優於競爭對手或類似產品的？這些問題的答案對你的企業和你銷售的產品來說是獨一無二的，但它們可以成為你的客戶的巨大差異化因素。
例如，OUI the People總是在他們的信息傳遞中出色地傳達他們的產品價值。在短短的幾句話中，這封郵件專業地解決了差異化問題，同時傳達了產品的好處，它的感覺，它的作用，甚至如何使用它。 保留客戶的電子郵件 。同樣，這是一個返璞歸真的策略，但最終是要教育你的客戶，讓他們了解使你的企業如此特別的品質。
彌合線上和線下之間的差距
隨著疫情的限制繼續鬆動，人們會定期再次親自去購物。這意味著，如果你有一個實體店面，你會考慮如何彌補線下和線上的差距。
以Lakrids by Bülow的這個例子為例。他們在每個商店裡都放了一個二維碼，因此，當顧客進來掃描二維碼時，就會觸發一個電子郵件選擇過程，幾個小時後，他們就會收到一系列通信中的第一封。第一封郵件是一封簡單的感謝信，要求他們的顧客就他們在店裡的體驗做一個調查。這種策略允許你建立你的電子郵件列表，並創建客戶檔案，這樣你就可以在購物者親自訪問你的實體店後繼續與他們溝通。
一旦你彌合了這一差距，使用電子郵件來繼續建立和培養與那些在你的商店購物的客戶的關係。也許你有一個銷售即將到來，或者由於你當地的限制放寬，有一組不同的時間。或者你的店面時間或店內體驗的某些方面可能會改變。如果是這樣，請考慮傳達你的實體店即將發生的任何變化。有很多機會可以利用數字渠道與你的店內顧客溝通，但首先是讓顧客在線下與你的品牌接觸。一旦你讓購物者選擇加入你的營銷溝通，你就可以繼續在網上建立這些關係。
激發忠誠度和口碑宣傳
創造快樂的時刻，讓你的客戶感到驚喜和高興，是你能做的最好的事情之一，以吸引你的客戶。換句話說，要想辦法激髮品牌親和力，進而激發口碑。大多數營銷人員和企業主希望人們與他人分享他們的品牌，誰不希望他們的顧客告訴他們的朋友和家人到他們的商店購物？你可以通過創造建立忠誠度和推動宣傳的體驗來實現這一目標。
這不一定是一個巨大的努力，它可以像Norman Love Confections那樣，小到抓住某人的生日並分享折扣或生日信息。就像Norman Love Confections在這封郵件中所做的那樣，通過與客戶建立聯繫，向你的客戶展示你知道他們是誰。這向他們表明，你不只是你收件箱中的另一個品牌，而是你知道他們是誰，並重視他們作為一個客戶。
當你要求你的客戶分享他們的生日或他們的喜好等細節時，他們通常非常願意提供，特別是當他們相信可能會有一個激勵措施出現。如果你已經有了生日自動化，我最喜歡的其他信息之一是首次購買週年紀念郵件。這是一個很好的方式，例如：”謝謝你的第一次購買。在過去一年中，您在我們這裡的購物體驗如何？”
這些小細節可能看起來微不足道，但當涉及到贏得客戶的信任和忠誠度時，它們可以產生所有的差異。
啟動和更新營銷自動化系統
許多營銷人員在大流行期間改變了他們的電子郵件自動程序，因為他們的產品供應不得不改變，或者他們正在處理嚴重的運輸問題，所以他們想對他們的客戶透明。但隨著世界的不斷變化，你的自動程序也應該如此。確保你的信息中的副本與你的業務和你的客戶在當地發生的事情相匹配。
例如，也許你現在想把重點放在你的實體店又開張了，或者你的產品在經歷了幾個月的供應鏈問題後又恢復了庫存，類似於上面例子中Golde的做法。另外，也許你有即將到來的銷售或季節性節日，你想圍繞這些信息進行宣傳。
此外，你可以繼續與你的客戶建立關係，考慮你想把哪些自動裝置放在你還沒有的地方，生日自動化、放棄購物車、放棄瀏覽、歡迎信息。。。這些只是幾個選擇，但有許多創造性和創新的方法來使用營銷自動化來擴大你的業務和你的收入流，這樣你就可以專注於其他正在爭奪你時間的優先事項。
結語
經過了疫情的改變後，我能說的就是未來屬於你，你的電子商務業務的未來是你今天所做的。如果你做一些戰略規劃，將有無窮無盡的方法來發展你的品牌，為你的客戶創造有意義的體驗，並吸引購物者繼續回來購買。這些機會並非沒有挑戰，但通過有計劃地解決2021年的問題，並遵循其他品牌正在採用的頂級電子商務趨勢和戰略，你將處於一個巨大的成功位置。我強烈建議通過電子郵件營銷將你的客戶保留策略提升到新的水平，這真的對你的電子商務很有幫助，當未來越來越傾向於數碼化，或者是臉書的元宇宙計劃，你的銷售也能追得上科技的進步。
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