Introduction
The traditional product consideration process for marketers, particularly in online shopping, has been riddled with many challenges and inefficiencies. Imagine this scenario: You have a fantastic product that can genuinely address the needs and desires of your target audience. You’re eager to make them aware of it, but the path to achieving this goal often feels like navigating a complex labyrinth.
Firstly, there’s the issue of problem identification. You recognize that your potential customers have problems, but pinpointing precisely what those problems are very nice can be a challenging endeavor. Now, let’s assume you’ve successfully deciphered their pain points and problems. You have a clearer understanding of what your audience needs. But here’s the catch: You must delve deeper into their affinities, preferences, and aspirations. What are the intricacies of their desires? What are the nuances of their tastes? This level of understanding is crucial for tailoring your product.
But even when you’ve cracked the code on their affinities, a new challenge arises. You know your audience loves certain things, but you’re still determining where they hang out in the digital landscape. Should you focus on social media? email marketing? search engine optimization? or a combination of these channels? That is an expensive strategy, especially in the current economic downturn.
Now, let’s suppose you’ve overcome this hurdle as well. You’ve identified the problem, understood your audience’s affinities, and pinpointed where to target them. You’re ready to make your move. What often follows, unfortunately, is a barrage of marketing messages, promotional emails, and social media ads—all vying for your audience’s attention simultaneously. It’s like trying to have a meaningful conversation in a crowded room where everyone is shouting at once.
In essence, this traditional product consideration process resembles a convoluted and unsustainable journey. We will delve into five powerful ways Inbox Commerce redefines this phase, and we’ll offer a more efficient, personalized, and engaging path to capture your audience’s attention and convert them into loyal customers. So, let’s embark on this journey of discovery, where traditional hurdles are transformed into opportunities for success.
But before delving into the specifics, let’s first understand what exactly Inbox Commerce is.
What is Inbox Commerce?
In 2019, the email marketing landscape underwent a dramatic transformation with the introduction of AMP (Accelerated Mobile Pages), a Google-powered open-source technology. AMP brought interactivity into emails, laying the foundation for what we now know as Inbox Commerce.
Imagine Inbox Commerce as the irresistible chocolate coating on a soft-serve ice cream, where AMP serves as the smooth, foundational layer. This analogy encapsulates how Inbox Commerce enhances the visual impact and myriad functionality of emails, making them an indispensable experience in the shopping journey.
With Inbox Commerce, you can embrace a more comprehensive, app-like approach to email marketing. You can integrate the entire shopping journey into emails. Inbox Commerce packages everything from product discovery and purchase decisions to fostering customer loyalty.
What Does a Typical Inbox Commerce Email Look Like?
Inbox Commerce makes emails function like mini apps and websites. In this example of Inbox Commerce Oyo’s customers can search, navigate the different accommodation offerings, compare, and even book their stays through emails.
Now that we know what Inbox Commerce is and what it looks like. The first step in taming the problems around product consideration is to capture the shopper’s attention from the get-go. The journey of product consideration often begins with a shopper’s curiosity. Shoppers may explore various options and seek detailed information before they decide. Inbox Commerce introduces the concept of interactive product previews directly within email messages. These previews can include high-quality images, 360-degree product views, and even short video clips that showcase the product in action. This is where interactive carousels and accordions come into play. These features, powered by Inbox Commerce, redefine how you perceive and evaluate products. Let’s explore these interactive features in depth:
1. Carousel of Curated Styles
When customers receive an email featuring a carousel of curated styles tailored to their preferences, it speeds up and enhances their product consideration. They no longer need to sift through countless options to find items that resonate with their taste. Instead, they are presented with a visually appealing selection that captures their attention immediately. This not only saves time but also increases the likelihood of customers exploring and ultimately choosing products that align with their style.
2. Accordion for Tailored Suggestions
Use an accordion-style display to recommend a clear and organized view of ‘personalized’ product suggestions. This eliminates the need for extensive research and comparison. Customers can conveniently expand sections of interest to gather detailed information. It makes their product consideration more efficient. By presenting relevant options within the email, Inbox Commerce minimizes friction between discovery and decision-making.
These immersive experiences are a far cry from the static images and lengthy product descriptions typical of traditional marketing emails. It goes beyond mere presentation—it empowers your shopper to actively engage with the product. The result? Your shoppers are not just considering the product; they’re experiencing it.
Now that we have piqued the shopper’s curiosity, it’s time to drive action and potentially move toward conversion. Here let me introduce you to the concept of Interactive Triggers. They not only capture attention but also involve shoppers via technology that gives the shoppers a more immersive experience. Here are a few examples of interactive triggers:
3. Gamified Discounts and Programs
Gamification within emails transforms passive product consideration into active engagement. Customers are motivated to interact with the email to unlock discounts or rewards via fun-to-play games like – spin the wheel, complete a word-based puzzle, and more. This not only captures their attention but also encourages them to take immediate action. They’ll make an immediate purchase just to get the benefits of your alluring loyalty or reward program – generally, such a purchase might have been delayed. Gamification transforms purchase decisions into an exciting experience in which customers are actively involved.
4. Countdown Timer for Limited Offers
Include a countdown timer to instill a sense of urgency during their product consideration. They’ll realize that time is limited, and the opportunity to purchase may slip away. Drive them to make quicker decisions and prompts them to act promptly. Enhance the perception of scarcity, Inbox Commerce accelerates the consideration phase and lead to higher conversion rates.
Once we’ve effectively engaged the shopper and demonstrated value and intention through triggers, the subsequent step in elevating the consideration, involves providing genuinely premium shopping experiences. These experiences can be achieved through features such as “Complete the Look” suggestions or bundled deals for complementary products, such as pairing a gaming keyboard with a gaming mouse or offering a set of brand-new Airpods with the purchase of an iPhone. This not only enriches the overall shopping journey but also conveys a sense of genuine care extended to the shopper from your end.
5. Accessory Pairing Suggestions
By suggesting matching accessories interactively within an email, Inbox Commerce simplifies the process of considering complete products, be it outfits, technological ecosystems, etc. Customers can experiment with combinations effortlessly, allowing them to visualize the complete look. This not only aids in product consideration but also encourages cross-selling.
Retailers take note: Customers are more likely to add complementary items to their cart when they can see how the products work together seamlessly, and this works especially well for fashion brands. Want to know interesting retail strategies for fashion and apparel brands using Inbox Commerce? Read this blog.
Conclusion
Inbox Commerce isn’t just breaking the classical email mold. It’s smashing that restrictive mold to pieces! Say goodbye to the old, dull ways of product consideration. This revolutionary tool turns marketing challenges into exciting opportunities. Interactive features like gamified discounts and countdown timers, it transform passive browsing into a thrilling adventure with fun and interactive accordions and carousels. The fun doesn’t stop there – it brings pizzazz and premium shopping experiences, like accessory pairings and bundled deals, to show shoppers that it’s all about them. This isn’t your traditional ecommerce journey. It’s a rollercoaster of fun. Join us in the wild ride of Inbox Commerce and watch your sales soar!
For a deeper insight into some interesting and real-world Inbox Commerce use cases, we suggest you download and read our ebook and our blog. They provide detailed examples of how retail brands have leveraged Inbox Commerce and real-life KPI improvements for each case. Don’t hesitate; click download now!
