Your customers only open the packaging once

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So it’s worth taking this opportunity to try to expand your customer communications. Point them to your other marketing channels, such as an app, YouTube channel, or a link to a website that can tell them how to use their new purchase.

Assign a person responsible for marketing channels
The more people who can post to your marketing accounts or access your email lists, the more diffuse your marketing channels become. Brands of all sizes can run into the classic “too many cooks in the kitchen” problem. Instead of a single, cohesive view of your brand, you have as many themes, styles, opinions, and goals as there are people involved.

For each channel, you should aim to have one person – or at least one team – who takes responsibility for it and ensures it is used only as intended. Someone should be responsible for creating a strategy that aligns with your brand’s goals, and then implementing and following through on it.

Experiment with new marketing channels
Take any platform or marketing channel, and you’re kazakhstan phone number list bound to find e-commerce brands that have managed to make it a worthwhile investment. Whether it’s TikTok, Snapchat, YouTube, a new advertising platform, or something else, it’s always worth exploring how your brand can use these channels to drive sales, generate engagement, or achieve another goal.

The challenge is to understand what's unique about each channel, make educated predictions about what content might be effective there, and recognize when to abandon an experiment that's not producing results.

Prepare to collect the necessary data
Imagine you took a multiple choice test and when you got your results back, you were told how you did on only 10 out of 100 questions. Let's say you got a 7/10 or even a 10/10. Would you say you did well on the test? What if you only got a 3/10? Or less? Did you fail? You don't know! You have to see the rest of the results.

When most e-commerce marketers evaluate and analyze their marketing campaigns, they are working with only a subset of the data: sales that came from their direct-to-consumer store. Because they can’t track transactions or collect cart data from retailers, they simply don’t know whether their content or ad campaigns led to sales on another site.

Consumers often look at ads, videos, and other content to learn more about a product on a brand’s website. But when they’re ready to buy, most people already have a preferred retailer. So they leave and buy your product elsewhere. Your e-commerce marketing still contributed to that sale and deserves credit.