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Engaging your ecommerce audience during and beyond COVID-19 « Zoho Blog

In our recent webinar, we discussed a question that’s currently on the lips of many ecommerce marketers: “How do I stay at the top of my customers’ minds while still being considerate of the global situation?” The key to this lies in the relevance of your communications.

You’re likely seeing the phrase “We’re here for you” everywhere in current marketing, but the better thing to communicate is actually how your service can make their lives better. That said, this has to be subtly connected with your customers’ shopping sensibilities and profile.

For example, if you have a fitness-based online store, you can send your customers tips and tricks for home workouts using the equipment they bought from you. This way, your content becomes both relevant and actionable.

To achieve this, you should obviously turn to your customers’ sales interactions and information collected from signup forms like region, country, gender, and more. Once you sample the available data, you can segment your users based on different criteria. This, in turn, indicates what content to create for whom. (This is why segmentation is touted as a technique for all times.)

Now comes a question: “Do you need an additional tool to meet your segmentation needs?” Not at all. Your email marketing software comes in with a built-in feature to achieve this purpose. We dissected the nuances of email segmentation in our  webinar by joining hands with Zoho Commerce, our in-house ecommerce software.

In case you didn’t get a chance to attend, you’re just a click away from watching it now.

Here’s a rundown of the discussions we had during the webinar:

Q1. How do I add the link to my landing pages in an email?

You can do this by:

1. Superimposing your links on a certain portion of your text

2. Embedding your links as call-to-action (CTA) buttons on an email template

Note: The pre-designed newsletter templates have strategically-placed CTAs to help you save time. The template editor allows you to create CTAs on your own as well.

Quick tip: Make sure your CTAs are clearly visible and definitive.

Q2. How do I segment my users based on their sales interactions?

Ideally, your e-store has to be integrated with your email marketing software. With Zoho Campaigns, your store’s sales data gets automatically imported to the mailing list you define.

Furthermore, you have seven ecommerce-based segmentation options at your disposal:

  • Total number of orders made by a user
  • Items purchased
  • Items not purchased
  • Total amount spent
  • Average amount spent
  • Average amount spent per order
  • Date of last order

Note: You can create advanced segments by combining these options with the regular profile-information-based ones.

Q3. Can you explain the other (ecommerce) integration capabilities of Zoho Campaigns?

Zoho Campaigns integrates with as many as four ecommerce platforms: Shopify, WooCommerce, BigCommerce, and Zoho Commerce. The tighter integration between Campaigns and your store means you can track your store’s overall and
email-based revenue within Campaigns.

Your store’s cart gets virtually connected with Campaigns, enabling you to leverage email automation for abandoned cart and purchase follow-ups. What’s more, there are ecommerce-based, ready-made email templates (at no cost) to help you send quick promotions. You can also swiftly pull your store-generated coupons and product images into your newsletter templates.

Read more about Campaigns’ ecommerce email marketing solution here.

Q4. How does Zoho Campaigns’ automation helps recover abandoned carts?

This aspect of your business is taken care of by the drag-and-drop workflows of Campaigns. These workflows function on “if this happens, do this” basis. [You predefine an email to launch at or some time after the occurrence of an event (trigger).]

The drag-and-drop interface is designed in a way to help you easily visualize your follow-up strategies. You configure a series of emails by having “cart abandonment” as the trigger and completely automate them. The best part is you can create follow-ups based on different responses to an email: opens, unopens, link clicks, multiple link clicks, and more. In order to make your reminders/follow-ups clickworthy, the image and details of the concerned product are automatically added.

We hope this helps you in framing your engagement strategy. We also have a webinar on “email designs” scheduled for Thursday, June 25. Save your spot by clicking here.

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