While some e-commerce brands consider sustainability to be nothing more than a costly gimmick, in reality, many consumers are looking for sustainable products and shipping options before proceeding to checkout.
So how would you align your customers’ demands for sustainability with your lifecycle marketing strategies? It all boils down to brand transparency and leveraging your user-generated content (UGC).
Sustainability can positively impact your bottom line
Offering your shoppers eco-friendly options, like carbon offsetting and sustainable packaging, is great not just for the planet, but for your bottom line.
Many millennials and members of Gen Z prefer to work with eco-conscious brands. Meanwhile, an overwhelming 67% of consumers want brands to use more recyclable packaging. You could even expect higher sales as 83% of younger consumers (aged 44 and below) are willing to pay more for green products.
With so many shoppers favoring sustainable shopping, how can your e-commerce brand best cater to this rising demand?
Use lifecycle marketing to promote your brand’s eco-friendly practices
Let’s say your brand is already implementing sustainable practices. What are some marketing strategies you can utilize to make your customers aware of that? Lifecycle marketing uses a combination of email, SMS, and push notification marketing to drive specific messages to target audiences and increase stores’ customer lifetime value.
The high reach and engagement power of these marketing channels will ensure that your messages reach the right audiences. Here are a couple of strategies you can implement using the lifecycle marketing framework:
1. Share relevant information using content emails and messages
Content emails and messages can help amplify your sales efforts. In fact, educational content makes your customers 131% more likely to buy from your online store. You can provide all the information your customers need to know about the background and process of your products and services.
You could produce written content, such as blog posts and newsletters, for customers who prefer to read. Video content is another viable and more engaging option for those who prefer visual media.
Using infographics is another creative option. Can’t decide between written or visual content? Infographics are an engaging combination of both!
You could use these mediums to communicate all the information you couldn’t fit into your promotional materials. Don’t forget to mention all of the sustainable practices that went into the making, packaging, and delivery of your products.
2. Convey your eco-friendly message using user-generated content (UGC)
Highlight product reviews and customer feedback in your marketing campaigns. If your brand already observes eco-friendly practices, your customers would be sure to point it out! Seventy-six percent of consumers are more likely to trust their peers over advertisers. So instead of tooting your own horn, why not let your satisfied customers do it for you?
Some examples of UGC you can use are:
- Product reviews
- User feedback
- Product use demo videos
- Customer testimonials
Here is an example of a customer testimonial from one of our clients, ForChics, which is known for their vegan and cruelty-free products:
Source: ForChics/Chronos Agency
Here is an example of a product use demo video, also from Forchics:
Source: ForChics/Chronos Agency
These are great ways for your prospects to hear about your brand from other customers. If your eco-friendly efforts are apparent, you can be sure your customers will share your efforts through UGC.
The best part is you can share these engaging content pieces not just through email, but also through SMS and push notifications. Maximize your reach to your target audience by sending them content they want to see.
SMS, in particular, is an effective channel for collecting UGC. Since this channel denotes familiarity and trust, you can expect more immediate responses from your customers.
3. Provide eco-friendly options to your customers
It all boils down to accessibility. A lot of consumers prefer sustainable delivery practices, but they just don’t know where to start. So why not include some eco-friendly options in your checkout process?
EcoCart fills this need by providing a free e-commerce plug-in that makes customers’ orders carbon neutral. By simply clicking a button at checkout, your customers can support carbon offsetting initiatives that work to reduce carbon from the atmosphere.
You can even boost customer awareness of these options by sending reminder emails, SMS messages, and push notifications. Consider creating content pieces that explain the process clearly to help your customers make more empowered decisions.
An e-com business’ greatest strength is its ability to adapt
It’s always important to adapt to the changing times, especially if it will help you better cater to your customers’ needs and address their pain points.
Sustainability doesn’t just help safeguard the planet for future generations, as it also helps your customers make more conscientious decisions. When executed correctly, sustainability will help you build stronger relationships with your customers. This, in turn, will positively impact your business growth and profits.
Want to learn more about the different lifecycle marketing strategies you can use to win the loyalty of your customers? It takes a dedicated team to analyze customer data, craft effective strategies, and test those that would work best for your brand.
Schedule a free strategy meeting with our team here at Chronos Agency and find out how we can optimize your customer lifecycle marketing.
Samuel Catbagan is a content writer at Chronos Agency. He writes blog posts, press releases, case studies, and scripts about e-commerce and lifecycle marketing.