Ecommerce brands have a s time-honored tool for engaging consumers: email, judging by Ecommerce Consumer Behavior Report, a study from nine Shopify sponsors with contributions from ShopifyPlus. The question is: Are they using it based on zero-party data based on behavior?
Email is actually “liked” by 53% of consumers. Another 29% are neutral, and 18% dislike it.
In contrast, SMS/text is liked by only 12%, with 28% saying they are neutral. And 60% dislike it. Accordingly, the study urges brands to reserve SMS for loyal customers.
“As a more intimate channel, keep your SMS focused on your most-engaged customer base — not everyday visitors. And, every message must be personalized and relevant to keep those customers interested long-term.”
Facebook also does poorly versus email: 24% like it, 34% are neutral and 43% dislike it.
And phone calls? Forget it: Only 2% like them, while 93% dislike them. And 5$ are neutral.
And shoppers do want personalized communications: an impressive 71% will share personal information about their likes, preferences, needs, etc. to get recommendations that meet their needs, and 26% are very likely to do so.
Indeed, ecommerce brands should learn who their customers are by collecting “zero-party data on their demographics, behaviors, likes, dislikes, pain points and preferences,” it says.
This is critical as the pandemic eases: 52% feel their shopping behaviors will change once COVID-19 is no longer a factor, whereas the remainder say they won’t.
That could swing either way: Such a behavioral shift could be a swing back toward brick-and-mortar retail.
What do consumers want from brands (and presumably from email messages)? On a scale of one to 10, on a weighted average:
Consumers are open to buying from brands they have never used before. They include:
At the same time, 45% of apparel and accessories buyers do more than half their purchasing online, while 27% do from 50% to 75% of purchasing online and 18%, from 75% to 100%.
All the talk about food delivery services notwithstanding, that category shares the bottom rung with home goods: 14% of shoppers in each vertical purchase from 50% to 75% online, and 9% do from 75% to 100%.
What keeps people from finalizing online purchases?
The group surveyed over 1011 consumers and asked them 12 straightforward questions. The sponsoring Shopify Plus partners include Octane.AI, Klaviyo, rise.ai, Refersion, LoyaltyLion, Spently, Okendo, Daasity and Rewind.