At the December 16 Fire&Spark Ecommerce Marketing Summit, our panel of experts shared 2020 learnings in content strategy and fresh ideas to boost traffic and sales with content in 2021. Our complete notes can be found here, and the webinar recording can be accessed here.
If you’re short on time, here are some highlights:
Over 50% of emails are now opened on mobile devices. Often-overlooked keys for optimizing emails for mobile: keep subject lines short (20-40 characters with key terms in front), and ensure email designs are suitable for “night mode.”
Email body copy must be short, sparse, and simple. A strong benchmark for simplicity: each section of text should convey just one crystal-clear point.
2020 taught us that the most effective copywriting approach for email marketing is to focus on long-term relationships as opposed to short-term sales. Each email should achieve one or more of the following: empathize, reassure, inform, educate, or entertain.
An effective and often-overlooked strategy for creating human connection in your marketing is sharing honest stories of your brand’s past failures and mistakes. Share what went wrong, what you learned, and how you changed – such stories stand out as authentic and build brand community.
For most products, today’s customers seek extensive information before making a buying decision. This has created an opportunity to drive traffic to your site by creating educational content that appeals to searchers at various stages in the decision process – buying guides, product comparisons, FAQs.
Many marketers seem to believe it’s necessary to create content across many social media platforms. Reach the same audience more efficiently by focusing on creating high-quality content on the platform you know best, and syndicating across other platforms.
Ready to grow your ecommerce brand by levelling-up your digital marketing strategy?
***A special thanks to our speakers who made this event successful: Marija Pajkovic, Ryan Foland and Dale Bertrand.***