Shopify Ecommerce - Shopping Cart & Software

How to Sell Online

The Shopify Ecommerce Blog has over many articles about selling products online. From learning how to sell online to advanced tips and tricks, we cover everything you need to know to run a successful online business. Here are some recent posts that talk about selling online:

Email Marketing: A Guide to Ecommerce Newsletters

A lot of people will tell you that sending newsletters isn't worth the effort. They'll say it's time…

A lot of people will tell you that sending newsletters isn't worth the effort. They'll say it's time consuming, expensive, and doesn't provide enough of a return on investment. I disagree.


Newsletters are a versatile and inexpensive way to reach your audience and deliver a targeted message. Here's a guide to help you understand what newsletter marketing can do for your online store, and give you some best practices to follow while you're getting started:

What can a newsletter do for my online store?

  • Capture new leads
  • Communicate with current customers
  • Position yourself as an industry expert
  • Nurture leads until they become customers

What should I say?

Let me first begin by saying that content is king. I can't stress that enough. All it takes is one off-topic / sub-par newsletter and you can find your subscription number drop significantly. You need good content. Also, remember that variety will help you retain customer interest. Mix your content up to include:

  • Sales and discount offers
  • How to tips & tricks
  • Links to articles your customers will find interesting
  • Current trends
  • Company news

Stay away from anything overly self-promotion. It's okay to mention a sale, but that can't be the focus of the correspondence. 

Here's an Example

I'm going to use our November Shopify Newsletter as an example. Not everything here will be applicable to you, but it should at least give you an idea on where to start:





Notes

  • Nobody wants to get an email that starts off with "Dear Valued Customer" or something like that. Take the time and use their name... you know, like a real person would. 
  • Starting things off with a deal or a giveaway is a great way to get the readers attention. In the example above we gave away a $75 Amazon Ad credit to everyone - no strings attached. 
  • Offer advice - it can be tips,  tricks,  help, guides, walkthroughs... whatever!  Above, you'll see that we decided to help merchants promote their store through our social media network. 
  • Give important and interesting news. We list (and link) to the most important feature updates, popular blog articles, and new Shopify Apps and Themes. 

How do I Send a Newsletter?

Once you have your newsletter written, you need to consider your delivery methods. A web based service provider is a cost-effective solution that allows you to adhere to the strict anti-spam laws that govern direct mailing.

The most popular options are MailChimp, Mad Mimi, and Campaign Monitor and all three of which integrate seamlessly with your Shopify store. 

You can manage your database online, which gives you the opportunity to enter in contacts, clean up your account, and create separate streams based on your targets. The advantages of signing up to an automated service (like the three listed above) is that it’s way easier, and far less likely to be considered spam,  and it allows you to track and analyze each newsletter campaigns results. You can see who opened your email, how many of the links bounced, and who ignored it.

How do I get subscribers?

You’re ready to send out your newsletter, but how do you get a list of potential customers email addresses? You might be tempted to purchase a list, but reputable vendors can be expensive. That's also a little sleazy. Play it classy and get your subscribers through the following means:
 
  1. Include a subscription box on your home page inviting visitors to subscribe to your newsletter. You might want to offer them an incentive by way of a free ebook, downloadable report, or a discount on goods purchased. If you integrate with Mailchimp or Campaign Monitor, it's super easy to cut and paste the liquid code into your theme. 
  2. Promote your newsletter both online and offline such as social networking sites, trade shows, and through multimedia advertising.
  3. Create a landing page designed especially for your newsletter can work well to capture leads. You can also upload social networking buttons onto this page as a sharing tool. Update your message as often as you need to capture fresh leads.

For more information on email marketing check out: 

How to PR Like a Pro: A Guide to Getting Media Attention

I've written about garnering media attention for your business before, but I keep getting requests to delve a little deeper…

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I've written about garnering media attention for your business before, but I keep getting requests to delve a little deeper into the topic. So here you go, this will teach you exactly how to get your online store or a product you're selling featured in the press.

As a former journalist (magazines, newspapers, blogs), I can tell you that reporters are always looking for good story ideas. BUT that might not mean the same thing to you as it does to the media. What may be life changing for you doesn't mean it's important to everyone else and deserves a spot on the cover of The New York Times. There have been so many cases where a pitch has popped up in my inbox in which the sender has went on and on about how their company’s story is the perfect fit for my publication, only to have me quickly hit the “delete” button. 

So how do you get the media’s attention?

Here’s a list of 3 do's that you have to follow:

  1. DO check out your target publication’s focus: If it’s a local newspaper, magazine, or website that only covers local companies, focus on that angle. If it’s a national or international publication, look for something that will have broad interest but also has a unique perspective that brings something new to the table. Make it clear why readers in different parts of the country or world would be interested in your story.

  2. DO get to know the players: I have to admit, I used to delete emails really quickly when they were addressed “Dear Business Reporter” or “Dear Sir/Madam.” Just as you’re probably not going to pay as much attention to the flyers sent to your house that are addressed to “Occupant,” it makes a huge difference to personalize your pitch. It also helps to do a quick web search on what sorts of topics the journalist covers.

  3. DO have several suggested angles: If your first approach doesn’t work, it doesn’t hurt to try a different story angle. The key is to get your awesome story out, even if it’s not the first thing you thought would be interesting.

The Pitches

There are two main types of pitches: The short pitch and the long pitch. Every reporter prefers one or the other. It takes some practice and even a little intuition to figure out which works for certain reporters and publications, but you'll get the hang of it. Generally, send bloggers, and super busy reporters the short pitch. Send larger publications and magazines the long pitch.

The Short Pitch

It's quick, clean, and to the point. Everyone has their own style, but here's a good place to start:   

Paragraph 1: Introduce yourself, give them a link to your company, and show them you've done your research with a compliment (2 birds with one stone).

Paragraph 2: Give them the news (link), tell them you have more to offer (bit of a tease), give them another angle in case the 1st one doesn't suit their fancy. 

Paragraph 3: Offer phone or email. Don't say "I look forward to hearing from you" or any of that crap... it's presumptuous. If your pitch is good and they're interested they'll write you back. 

Paragraph 4: Thank them and be sure to use their name again. People love seeing and hearing their name.

Here's an example I wrote for this blog post. It's not the best, but it's a pretty good example of a short pitch:

 
**I just noticed I didn't include my phone number in the example above - which would be handy information for a reporter trying to call you. ;-) 

The Long Pitch

It isn't as quick, but it should be just as clean and to the point! The long pitch is a little more detailed and is appropriate for some reporters and publications. No matter what, keep it under 1 page. It's a long pitch, not a reeeeeally long pitch. You can use the same format as above, simply further expand Paragraph 2 which is the meat of your pitch. If you're listing something use bullet points, and always give obvious links to further info and/or visuals (do not include high-res images with your pitch!)

DON'T DO THIS

Just as important are the things you shouldn't do – the little things that you think will help to make your story more interesting or accurate, but that will really just make reporters roll their eyes and delete your email or ignore your call. I love following Dear PR on Twitter. Basically, it's a journalist letting the public relations industry know what not to do. It's mostly directed to professional PR people but it absolutely pertains to online store owners as well. Here are some of my favorites: 



Also... Don't Do These

  1. DON’T exaggerate: Even if you genuinely believe your new gadget or app will be the greatest innovation since sliced bread, don’t overuse words like “breakthrough” or “revolutionary” in your pitch. Instead, get specific with reasons why people will be interested in your product (e.g. it’ll make doing something easier/faster/cheaper). 

    At the same time,  don’t get bogged down with too many minute, jargon-y details – even if you’re pitching a highly technical publication (and this is where it helps to understand your target’s editorial focus), it’s not that likely that the nitty-gritty will be what grabs their attention first.

  2. DON’T give up: While you don’t want to get to the point of being annoying or pushy, reporters have been known to take a second look at a story if you’re politely and pleasantly persistent. This goes back to the points about preparing several angles for a publication, as well as getting to know the players, since you’re establishing contact with your emails, calls, or Twitter messages. However, it helps to make sure you’re offering something new and timely each time you contact a reporter; if you’re pitching the same old story again and again and the media outlet has already told you it’s not interested, you’ll likely be wasting your time.

  3. DON’T disappear: So you’ve got someone’s attention and they’ve agreed to cover your story. Great! Now is NOT the time to turn off your smartphone or consider your pitching job done. It’s particularly irritating for a journalist who’s received a pitch to suddenly find themselves up the creek at deadline because their contact at the company is nowhere to be found. Even if last-minute issues come up, it definitely helps to keep the reporter informed – it establishes a good relationship and you might still be able to arrange another interview at a more convenient time.

To Conclude

Okay, so after reading all that and having a laugh at some of those funny Tweets, I want to leave you with the PR industries response to Dear PR. It's called Dear Journalist and it's a hilarious collection of complaints against the community of journalists - as told from the PR industry. Always remember... there's two sides to every story. Good luck making headlines. :-) 

List of 50 Must Follow Twitter Accounts for Ecommerce Entrepreneurs

Twitter is one of the best places for ecommerce entrepreneurs to get awesome info to help grow their…

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Twitter is one of the best places for ecommerce entrepreneurs to get awesome info to help grow their online store. With a few hundred million different Twitter accounts, it's tough to decide who to follow. To help all the entrepreneurs out there, I've put a list of 50 must follow Twitter accounts for ecommerce entrepreneurs. Check them out below, and follow them here.

Executives & Thought Leaders

Guy Kawasaki (@GuyKawasaki): Former Chief Evangelist of Apple.
Gina Trapani (@ginatrapani): Founder of Lifehacker.
Gary Vaynerchuk (@garyvee): Entrepreneur, author, and social media master.
Timothy Ferriss (@tferriss): Author, VC, and entrepreneur.
Seth Godin (@ThisIsSethsBlog): World famous author and marketer.
Evan Carmichael (@EvanCarmichael): Entrepreneur and branding expert.
Andrew Warner (@AndrewWarner): Founder of Mixergy.
Fred Wilson (@fredwilson): One of the most well known tech VC's in the world.
Hiten Shah (@hnshah): Co-founder of KISSmetrics.
Tobias Lütke (@tobi): Founder of Shopify.
Harley Finkelstein (@hfizzle): Chief Platform Officer at Shopify.
Steve Blank (@sgblank): Customer Development professor at Stanford.
Mark MacLeod (@startupcfo): Provides great financial advice for startups.
Micah Baldwin (@micah): Founder of Graphicly and startup advisor.
Jason Fried (@jasonfried): Founder of 37signals, co-author of REWORK.
Dharmesh Shah (@dharmesh): Founder of HubSpot and OnStartups.com
Steve Martin (@SteveMartinToGo): Every entrepreneur needs a good laugh.

SEO Masters

Rand Fishkin (@randfish): Founder of SEOmoz. SEO genius.
Matt Cuts (@mattcutts): Webspam guru at Google. Another SEO genius.

Analysts

Brian Walker (@bkwalker): VP & Principal Ecommerce Analyst at Forrester.
Gene Alvarez (@galvar60): VP & Ecommerce Researcher at Gartner.

Journalists, Reporters & Bloggers

Tricia Duryee (@triciad): All Things D reporter for Ecommerce and Gaming.
Ryan Kim (@oryankim): GigaOM tech writer.
Ben Parr (@benparr): Mashable tech guy, tweets about entrepreneurship.
Ivor Tossell (@ivortossell): Popular technology culture columnist.
Sarah Kessler (@SarahFKessler): Startups reporter at Mashable.
Jason Kincaid (@jasonkincaid): Mild-mannered reporter at TechCrunch.
Shawn Graham (@ShawnGraham): Business strategist and Fast Company blogger.
Vitaly Friedman (@smashingmag): Editor-In-Chief of Smashing Magazine.
Valerie Khoo (@valeriekhoo): Top Australian entrepreneurship journalist.
Malcolm Gladwell (@Gladwell): Author and journalist for The New Yorker.
Pamela Slim (@pamslim): Author of Escape from Cubicle Nation.

Retail & Ecommerce News

Shopify (@Shopify): Awesome ecommerce, and link to our blog.
Google Retail (@GoogleRetail): Latest industry news and data.
Shop.org (@shoporg): Tons of retail stats and info.
WSJ Small Business (@WSJSmallBiz): Updates from the Wall Street Journal.
Huffington Post (@HuffPostSmBiz): The best of HuffPost Small Business.
Practical Ecommerce (@practicalecomm): Useful commerce resources.
AMEX Open Forum (@OPENForum): Collective Ingenuity of Business Owners.
Bits (@nytimesbits): The New York Times business and tech blog.
Mashable (@mashable): Web culture, social media, and tech news source.
Entrepreneur Magazine (@EntMagazine): Resource for small businesses.
eCommerce News (@ecommerce): News feed from around the web.
Small Biz Technology (@ramonray): Tech and how it relates to business.
Linda Bustos (@Roxyyo): Runs a popular ecommerce blog.
Brian Tsuchiya (@StartupGuru): Startup advice for entrepreneurs.
Chris Pirillo (@ChrisPirillo): Content and communities expert.
Darren Rowse (@problogger): The guy behind Problogger.
Brian Clark (@copyblogger): Main Copyblogger dude.
Dear PR (@DearPR): What NOT to do when talking to media.
MailChimp (@MailChimp): Company blog, but they link to awesome content.

Easily follow these accounts here. 

**Think we missed someone? Tell us who we should add to the list in the comments. 

Practical Philosophy for Entrepreneurs

Most people haven't thought about philosophy since high school. Most people think philosophy is stuffy and too old fashioned to…

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Most people haven't thought about philosophy since high school. Most people think philosophy is stuffy and too old fashioned to be relevant in today's world. Most people are wrong. Truth is, a major part of philosophy is critical thinking, and critical thinking is one of the most important tools in an entrepreneur's tool box.

Wikipedia says critical thinking reveals goals, examines assumptions, discerns hidden values, evaluates evidence, accomplishes actions, and assesses conclusions. All good things, right? Problem is our sneaky brains have ways to set traps for us, and these nasty traps can impair our ability to think rationally and make good decisions. 

Here's a list of 6 things that will challenge your brain into thinking critically:

1. Break the Status Quo 

We're creatures of habit and we get comfortable with "the norm" pretty quick. It's human nature to repeat established behaviors, and most people believe it's a result of our constant fear of change. It's important to detach yourself from your current situation, maybe it's a website design, or perhaps a product you're selling, and ask yourself objectively if you're letting your comfort level impact your ability to make a rational decision.

2. Think Twice

Ever walked into a store and been tempted by a sale? $15 marked down from $20 - what a deal! Well what if it just said $15, would you still think it's a deal? Would you be equally tempted to buy it? Statistics say absolutely not. Initial impressions instantly create a bias that heavily impacts your decision making process. Marketers are great at planting seeds like these, and it's important to think critically about your first thought (woah, what a deal), get past that, and move on.

3. Don't Protect The Past

Last week I was at a restaurant and ordered way too much food. My eyes are always bigger than my stomach. Anyways, I ended up reluctantly eating the last 5 chicken wings simply because I paid for them. I was protecting my initial decision to order too much food. But why did I buy the food to begin with? I got the wings to satisfy my hunger and because they're delicious. The fact that the portion was too large had nothing to do with my initial goal. I shouldn't have eaten the last 5 chicken wings. The money had already been spent, so it shouldn't have found its way into the equation. Keep your mind on the goal and don't do stupid things to protect stupid decisions.

4. See For Yourself

Too many people just see what they want to see. Don't hire "yes men" and be skeptical of people who agree with you too much. Surround yourself with people that will challenge you and provide you with the other side - even if they're just good at playing devil's advocate.

5. Who Cares What Everyone Else is Doing

Call it peer pressure. Call it the herd instinct. Other people's actions heavily influence our own, and we always have the tendency to conform. Ever read a book from Oprah's book club? I bet there are a million books that would be better for you to read. People like to consume what everyone else is consuming, but you should ignore this trap! Who cares what others are doing! You're better off to focus on yourself. Think critically and do what's best for you - ignore what's popular!   

6. Don't Drink Your Own Kool Aid

The official term is called illusory superiority, and it's a natural bias that causes people to overestimate their abilities and underestimate their negative qualities. It can also be called the above average effect. I prefer to call it "drinking your own Kool Aid" whereby almost everybody thinks they're above average at just about everything. It's impossible for everyone to be better than average. Chances are you're below average at a whole bunch of things - it's important to think about what those things might be. 


6 Ingredients for a Good Ecommerce Blog

There are a few key ingredients to improve your blog and make it something worth sharing. Although it…

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There are a few key ingredients to improve your blog and make it something worth sharing. Although it may be increasingly difficult to stand out from the crowd, it's still very important to have an awesome blog that compliments your online store. 

Here are 6 ingredients that make up a good ecommerce blog with Shopify stores as examples:

1. Offer Good & Relevant Content

Good and relevant content keeps people coming back. Provide highly engaging and relevant content. Shopify store Wingsets has a blog that compliments their online store perfectly! They sell organic health products, and their blog is an emporium of articles dedicted to helpful information about nutrition and wellness. They have fun DIY projects, recipes, warnings, and even some myth busters. 

2. Make it Pretty (or Handsome)

Don't kid yourself - your blog needs to be visually appealing. Shopify store Taylor Stitch has a gorgeous blog called Sailor Twitch: The Adventures & Discoveries of Taylor Stitch. The content is great and the design is spot on. They even designed a special logo just for their blog. Very handome.

3. Show Your Product in Action

This is your chance to show your product off. You can do this using images or video, and feel free to encourage your customers to send you pictures of them using/wearing your product. Shopify store The Wallee has a popular blog where they upload pictures submitted by their customers. Below you'll see they've published a picture from a local espresso bar that's using The Wallee iPad mount in their restaurant office.
 

4. Keep it Short and Snappy

Keeping your content short and snappy is a good way to ensure people read your posts. In this day and age where  millions of bloggers are competing for everyone’s attention, you can rarely get away with huge paragraphs that just ramble on. Shopify store Good As Gold is great at posting lots of quick and fun posts. Notice the post below is quick, it's got awesome visuals and even a special deal with a link to their store. 

5. Go Behind the Scenes

Here's a great opportunity to give people a glimpse behind the scenes of your shop, and if you're comfortable with it, your life. Shopify store HAVEN has two separate blogs, one for their shop, and one for their staff. This encourages customers to build personal relationships with the staff (and company), which makes repeat visits (and purchases) far more likely.


6. Social Media

It's incredible to consider that just five years ago virtually no one had even heard of Twitter or Facebook. The influence of social media extends to almost every aspect of our lives now, so it's vital that you let people share your articles. Include share buttons  to Twitter, Facebook, and LinedIn at the minimum.  Check out the social media buttons we use here on the Shopify blog. I don't really need to put a screen shot, but hey... why not?

9 Tips on Creating an Ecommerce Return Policy

If you have an online store but are lacking an ecommerce return policy, there has never been a better…

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If you have an online store but are lacking an ecommerce return policy, there has never been a better time to put one together.

Having a solid return policy inspires confidence in buyers and shows you're committed to customer service. Even though the customer isn't satisfied with the returned purchase, handling the return professionally will ensure their continued patronage.

A comprehensive ecommerce return policy will reduce the time and money you spend on returns, minimize the number of returns, and keep your customers coming back. Here are 9 handy tips on creating a return policy that'll keep your customers satisfied without breaking the bank:

1. All Sales NOT Final

There aren't many successful brick-and-mortar retailers that don't accept returns. Online stores should be no different. You should stand behind your product, and if a customer doesn't like a certain purchase - don't make it difficult for them to return the item. The nature of the product (ie. intimate, clearance, damaged) obviously may determine whether you issue a full-refund, partial, exchange, or perhaps none at all.  

2. Prevent The Return

People return products when they are disappointed with their purchase. Minimize disappointment by creating accurate product descriptions and proper product photography. If the products you're selling have informative descriptions and proper pictures (or even product videos), you'll greatly reduce the number of returns.

3. Use Plain English

Don't go crazy with complicated legal jargon. Using complex terms that can only be deciphered after watching a season of Boston Legal will be confusing to your consumers. Use terms that everyone can understand and it will be easier for customers to follow your policy.

4. Make It Easy To Find

Make sure your policy isn't hidden away. Post your return policy on your website, on customer correspondence, on receipts and even in the package so that customers have every opportunity to review your return policy.

5. No Hidden Return Costs

Nothing is worse than getting hit by hidden costs. Don't hide anything, if it's up to the customer to pay for return shipping - make that very clear. 

6. Time Frame Limitations

It's normal to give a specific time frame to accept returns. You certainly don't want to accept a return a year later, so it's important to define how long the customer has to make up their mind. Tell your customers if they must return the product within 30, 60 or 90 days of purchase. Also, you should have a separate time frame for damaged or malfunctioning products. 

7. Exchange, Credit, Cash?

State whether the customer can expect to exchange the item, get store credit, or enjoy a cash return. Every merchant has their own preference, and you shouldn't feel pressured to offer "full-refund, no questions asked." In the event of a malfunctioning or damaged item, it shouldn't be the customer's responsibility to pay extra for anything. Make every effort to replace the item, or give a full refund without incurring any costs to the customer.

8. Knowledgable Staff

Ensure that all staff members are up to date with your return policy procedures so they can assist customers effectively. 

9. Check The Batteries

Make sure that the customer has assembled the product correctly. If the product requires batteries, ensure that they've been inserted properly. Make sure that the product is correctly installed and turned on before deeming it damaged.

What Should I Name My Online Store?

 If creating a viable business is a war, having a great name is half the battle. Would Google…

If creating a viable business is a war, having a great name is half the battle. Would Google be the world's most-visited website if it was named Find Stuff? 


What about if Facebook was called Friend Directory? 


It's incredibly important to find the right name for your online store to help it stand out from the crowd - both from a branding perspective, and from an SEO perspective. Here are 6 few pointers on how to find that killer name:

1. Short & Simple

Having a short and snappy name is great for several reasons. It's easy to remember, easy to pronounce, and fits into the header of your store's home page with little difficulty. Finding one is a little more difficult though. Here are a few different strategies you can try:

  • Try out different combinations of short words. Two short words that rhyme can stick in the memory.
  • Make up a word or tweak an existing one. Web brands like Google, eBay, and Skype have instantly recognisable names, even though they aren't real words.
  • Use a word with personal meaning. It might be a nickname you have for your significant other, your pet's name (a smart idea if your store relates to furry friends) or even use your own name in your store. Using a personal name makes your store easier to identify with on a personal level.

2. Be Different

Do some market research to discover what names are being used by your direct competitors and try to come up with something completely different. The challenge here is to come up with a name that reflects your niche and the type of products you're selling, without your business name being too similar to your competitors. For instance, if you're selling electronics and technology products, you might have competitors who use words like "electronics," "Technology," and "Future" in their names. Don't use similar words. Think differently and stand out.

3. Consider your Web Presence

Once you have a list of options for your store name, find out if the chosen .com domain is available for them. This might be difficult, given that .com is by far the most popular top-level domain (TLD) and has been for a long time. I've previously discussed the value of having a custom domain for your store and this is an important consideration when choosing a name for your ecommerce business.

4. Google It

Go to Google and see if the names on your list show up. Could you potentially make it to the top of the first page? If you choose a generic name - chances are you won't be able to rank very well. Also, it's important to check Twitter, Facebook, and any other social media sites you'll want to use for availability.

5. Don't Rule Out Snazzy TLD's

If the .com for your chosen name isn't available, you might want to consider a different TLD. Shopify store Tattly decided to go with a .ly domain making it www.tatt.ly which is pretty cool. Website maker about me made their domain www.about.me which is also pretty neat. A lot of SEO analysts will say Google isn't as friendly to these lesser known domains, but honestly the jury is out on anything official. If you do everything right, you should still be able to rank just as high as a .com. PLUS, going with a snazzy domain is far more unique.  

6. Don't Get Sued

Please don't get sued... or go to jail... or anything like that. Make sure you're legally allowed to use the business name you've come up with. Check with The United Sates Patent and Trademark Office. They have a free database that's a pain in the butt to search, but trust me... it's well worth the effort! Also note, the US doesn't have one centralized national register, so trademarks can be made in another country, or even another state. In Canada, you can search through the Canadian Intellectual Property Office website, which is also pretty confusing. The only safe way to be 100% sure is by consulting a lawyer.

Email Marketing for Vegetarians: 5 Reasons to Hate SPAM

I hate spam! I’m not going to shop for Viagra or buy a fake Rolex... and Lana from…

I hate SPAM! I’m not going to shop for Viagra or buy a fake Rolex... and Lana from Russia? Thanks but no thanks.


Whether you're a vegetarian or not, chances are you hate Spam. I don't blame you. But have you ever been tempted to send out a "spamish" email yourself? Perhaps when sales are slow? Or to push a toy that's not selling? What difference would one email make? If it could help someone, it’s not considered Spam, is it?

What is Spam?

There's two types of Spam out there, one that's delicious, and one that's infuriating. The latter of which is broadly defined as unsolicited email, though unsolicited is a vague word – emails from ex-husbands or wives, however unsolicited, are not spam. Unsolicited emails sent as advertisement for products or services are.

5 Reasons to Hate Spam

  1. It’s illegal and unethical: CAN SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing) Act of 2003 was developed to prevent the spread of spam. In fact, most countries have some kind of law and they are clearly defined legal requirements in the USA and EU when it comes to sending out emails.
  2. It can damage your reputation: Permission based emails do work. You can see the results in companies as large as Amazon, to the retail store that’s just opened its ecommerce site. Unsolicited email is shunned, and you probably won’t get the chance to explain your reasons for sending it.
  3. You can get banned: Sites like craigslist have buttons to ‘flag’ you and depending on how often you spam, you are likely to receive insults, abuses, and yes, even be banned from the site. Additionally, your ISP will most likely have a policy that prevents spamming. Break their rules and they can actually terminate your internet access and have your website removed!
  4. Spam can be harmful: Spam email is annoying, but it can also be one of the top sources for viruses, worms, Trojan horses, bots, rootkits, and spyware.  
  5. It doesn’t work: Most spammy emails will get sent to the junk folder where they get deleted without being opened. But even if yours makes its way into an inbox, the chances of someone actually reacting positively are slim. Firstly, people are wary of unsolicited emails, and secondly, unless you’ve carefully planned a targeted campaign, most likely the receiver isn't even part of your target demographic. The only ones who make the money are those direct mailing companies from whom you buy your list.

Final Thought

Spam does your online store and it's reputation more harm than good. It’s unethical and illegal, not to mention annoying and likely to get you flagged. As an ecommerce store owner, you're more likely to build sales by conducting a targeted, permission based email campaign, where you can track and monitor audience response. Check out an article I wrote that's a basic email marketing guide for online store owners. Not sure if the CAN-SPAM Act applies to what you intend to do? Check out this Business Compliance Guide.

Facebook Pages for Business: A Guide for Newbies

If you're an ecommerce store owner and haven't heard of Facebook Pages for business, you're seriously missing out! Facebook is…

If you're an ecommerce store owner and haven't heard of Facebook Pages for business, you're seriously missing out! Facebook is the most popular social media platform in the world and can be a powerful marketing tool for your online store.

The Facebook you use to chat with friends and post pictures from the bar last night is completely different than Facebook for business. The "business" offering is called Facebook Pages, and allows you to interact with your fans, get to know potential customers, and build a community. This is a beginners guide to help Facebook newbies (not to confused with "noobs") get their online store set up with a Facebook page.

Sign Up

Creating a Facebook page for your online store is easy. Step one is pretty obvious... go to www.facebook.com! 

Once you're at the main screen you'll be asked to either log in or sign up. Be wary of the difference between a personal page and a business page. The business page sign up is located at the bottom of the screen. Now, simply select the appropriate starting point, fill in the information boxes, and get started on your new online store page.


Choose a Category

You'll be presented with a page where you need to classify your business. The screen looks like this: 


Most online store owners should choose Brand or Product. I know it may be tempting to choose "local business or place" or even "company," but don't do it unless you have a brick and mortar shop. Brand or Product has the most functionality and will provide you with the most flexibility. Trust me. After that you'll be presented with a large dropdown menu with a whole bunch of categories. Again, you'll have to choose one... find what's most appropriate, type what you want to name your page, and agree to the terms. Now click "Get Started." 

Already have a Facebook account? At this point you can simply link your personal account to your new online store's page. If you're not on Facebook yet, you'll have to create a personal account as well. Don't worry, it'll prompt you... just follow the steps. 

Setting Up Your Page

Add awesome content. You'll want to immediately upload a display picture (your company logo), add a description, and maybe even some pictures. Spend some time playing around with the interface, and make note of everything you can do. It's easy to get overwhelmed... don't stress, it's okay to take it slow. Build a basic profile and add content gradually. 

Maintaining Your Page


If you're looking for a little inspiration, feel free to take a look at the Shopify Facebook Page. 

1. Posting 
Posting on your Facebook page is the primary way to communicate with your fans and customers. Whether its sharing new products, giving cool industry info, showing pictures, or even linking to interesting sites... it's all good. The post you write is displayed on your page wall and can be read by all who visit. As well, people can comment on your post and even give a “thumbs up” of approval, or as they say a "Facebook Like." They may also post on your wall themselves with comments and questions, looking to hear back from you. Always keep in mind: Give people a reason to check your page often! You want rich content, you want to interact with people, and you want to drive word of mouth advertising. 

2. Sharing
Now lets say one of your customers writes a really complimentary comment on your wall. Maybe something like: "Hey Shopify, you have the best ecommerce software in the world!" Great comment right? Well, now you can "share" the comment so its one of the first things people see on your page. 

3. Newsfeed
Your newsfeed will be the lifeline of your page. All recent and past activity will be monitored and displayed to you. These newsfeed updates will also be seen by your fans and their friends, giving your store some extra attention. 

What's Next?

Don't expect to be a Facebook pro right out of the gates. Here are some general best practices include:

  • Post updates consistently about whats going on with your store, any new deals, or information. Try to keep your fans and customers updated as much as possible.
  • Answer questions posted on your wall.
  • Acknowledge compliments and comments with a “thumbs up!” or comment of your own. Visitors will see your activity and the compliments you thumbed up, bringing positive attention to your online store.
  • Experiment! Play with other features as you go along. There's tons of tools at your disposal but not all are needed to get started, gradually familiarize yourself with them.
  • Focus on your News Feed, not your Wall. While you may stare at your wall all day, only about 10% of your followers will actually visit your Wall in a given week. Most of your fans will see your content in their News Feed, so focus on how each post looks in the feed.
  • Sometimes when people post to your Wall, it will get pushed to the "Hidden" section. Keep an eye out and move content over to your wall as appropriate. You can also move unwanted posts from your Wall to the "Hidden" section where you can still respond, but it won't appear for all to see.

Finally

The most important thing on Facebook is engagement. Facebook uses an algorithm to determine how prominent your posts will be in fans feeds. The more people are interacting with your content (shares, likes and comments) the more valuable Facebook thinks your content is. The "talking about this" number in your left sidebar will tell you how well you're doing, this metric is far more important than how many people have liked you.

Use these easy starter tips to get the ball rolling. It won't be long until you start planning events, posting questions, advertising, promoting, and generating large amounts of traffic to your online store using Facebook. 

Is your store on Facebook? We'd love it if you shared your learnings with us in the comments section.

Using Reddit to Bring Customers to Your Online Store

If used correctly, reddit can bring tons of customers to your online store. But for a reddit newbie, the…

feature

If used correctly, reddit can bring tons of customers to your online store. But for a reddit newbie, the site can be fairly confusing. It's full of obscure humor, inside jokes, and a guy named The Trololo Man. The learning curve may be a little steep, but trust me, it's worth getting the hang of. Reddit has a huge number of devoted users, and is among the top 100 websites in the US with more than 35 million unique monthly US visitors. So, how can reddit help you drive traffic to your online store? Here are some things to consider: 

What is Reddit?

Basically, reddit is a social news site that encourages people to submit content to news stories, photos, or any other content on the Web. According to their site "reddit is a source for what's new and popular on the web. Users like you provide all of the content and decide, through voting, what's good (by clicking on a little "up" arrow) and what's junk (by clicking a little "down" arrow). Links that receive community approval bubble up towards #1, so the front page is constantly in motion and (hopefully) filled with fresh, interesting links."

Listen Before Talking

Take some time to explore reddit before jumping into the fray and posting links. Simply look around for a week or two to get a feel for the community, the type of content that gets rewarded with karma and increased visibility, and how members of reddit interact with each other. It's important to take a few minutes to familiarise yourself with reddiquette, the list of guidelines that users are asked to abide by. Also, try to find sections of the site (or “subreddits”) that relate to your niche by searching or browsing the list of reddits, and then subscribe to them. This might take a little time, but it will be well worth the effort.

Once you've got the general idea, start to engage with the community by commenting on links that are related to your niche. Be sure to leave thoughtful, insightful comments that add value to the discussion and make sure to comment on at least 10 links per day. This will help you build a connection with the site's users. From there, you have two options on how to attract customers:

1. Advertise the Traditional Way

Reddit provides a straightforward way for you to buy ad space in the sponsored links section on the site. You can control your budget, get instant feedback on your ad through the comments section, and view detailed stats on how the community is engaging with your link. Here's a fun comic that explains how ads on reddit work.

2. Create Something AWESOME!

This is perhaps the most difficult way to extend awareness of your brand on reddit: by posting a link to something so awesome that your fellow redditors have no choice but to upvote and comment on it. It could be a ridiculously entertaining product description, a wildly fun video about an item in your store or a blog post about how to use your products in an interesting way.

For example, if your ecommerce store sells cheese, you might create a post on how to create the perfect wine and cheese party, with a few helpful links to drive traffic to your store. If it's entertaining/educational enough, the reddit community will embrace your content and help other users to find it.

At the end of the day, it's most important to be smart, be creative, be friendly, and reddit will help you reap the rewards. 

***Update***

Since I published this blog, it's gotten a bit of attention on reddit - both positive and negative. I think it's important to cite one redditor's comment:

"We don't like it when companies try to viral market to us - there's a bad track record out there of people trying to game reddit. However, we do like to support earnest small business owners. And cats. Give reddit cats; if possible, with clever, relevant captions. Not too clever, mind you. You don't want to be obvious in your sales pitch."

Someone responded: 

"I see nothing wrong with the advice, create something awesome. If it's awesome reddit will find it on its own." 


If you have an opinion about using reddit to advertise and drive traffic, leave it in the comments.



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