Paul Thienes
Mar 25, 20202 min
Updated: May 3, 2021
With online sales increasing, it's important to remove obstacles for your repeat buyers so they don't get frustrated and abandon their purchase. Here's a perfect example.
Yesterday, I received a gorgeous email from a well known & storied Napa Valley winery that I've purchased from in the past. When clicking on the link in the email to buy, I was taken to the home page of their website, and was presented with a pop-up asking me to join the winery's mailing list.
Huh? Am I not already on the mailing list as a regular club member, hence why I got the email in the first place? I proceeded to add to cart, clicked CHECKOUT, and was prompted to log in, which failed - twice.
After abandoning that cart and further reviewing the email, I wondered if the sender even knew me as a customer, given all the hassle I just experienced, I also realized they're promising to send me an email offer like this EVERY WEEK.
Hmmmm..... Where is that opt-out button?
In a perfect world, it would have been great to click on the email link, get logged in automatically (no username/password entry required), and see my special products just for me. I would have added them to my cart, and done a single page check out. Cha-ching!
Perfect World = eCellar
Magic Links are a new feature in eCellar eMail Campaign Manager. They allow our clients to easily embed special links in their branded & personalized email broadcasts that, when clicked, not only log in their customers automatically, but also delivers them to exactly where they should go. These should-go destinations can include:
Abandoned Cart Retrieval
Add-To-Cart one-click shopping
Anywhere
Book a Reservation
Edit a Club Subscription
Join a Wine Club
Place an Allocation Order
Place a Custom Club Order
View Account Information
Update Declined Credit Card in subscription profile and declined orders
Think Time Savings & Soaring Satisfaction
Eliminated are the phone calls and emails from customers who can't remember their usernames and/or passwords. Magic Links save the customer's time too, which gives them less hassle plus additional time to buy more wine!
Think Secure
Magic Links are safe - they expire in 30 days or 5 clicks - whichever comes first.
Think More Sales
With fewer stumbling blocks in customer online buying experiences, your winery will have a better chance of converting email recipients to purchasers.
If you'd like to see Magic Links in action, please contact me for a demo.
Be safe, and see you out there.
-- Paul