Issue #430 - December 20th, 2023
Happy holidays to everyone reading this. I hope your 2023 has been everything you hoped it would be.
Just Like Sports
Kevin Hillstrom compares sports teams and merchandising.
The final part is one reason why you get lots of seemingly conflicting advice.
Marketing/messaging is different in each case. Orvis develops products for the customer. Nordstrom selects products for the customer.
Finding 404 pages that actually get visits with GA4
Ilana Davis shares how to find 404 pages your customers ran into. This process is much better than Search Console which relies on their web crawler to find dead links.
Segment your customers automatically with RFM
Segmenting your customers has always been touted as a powerful marketing tool but many stores avoid it because it can be time-consuming.
Repeat Customer Insights will automatically segment your entire customer base for you based on the valuable data Shopify has already collected for you. Ranging from 5 to 30 to over 125+ different segments using RFM and other models, you can pick how much power you want to harness.
My articles this week
Poor packaging damages customer loyalty
Particular products for particular people
Don't forget about end-of-the-year business orders
Tiny Tip: Promote gift cards to last-minute customers