Whilst every one of your Ecommerce customers should feel important, there are some customers who are your best customers – they’re the ones who buy from you time and again.

These customers are known as, your Ecommerce Whales.

Your Whales may be regular shoppers, or perhaps they’re members or subscribers who buy on repeat and keep doing so, month after month, even year after year.  And whilst they appreciate a good deal as much as any customer, this isn’t what motivates them most.  No, Whales are more motivated to do business with businesses they trust and businesses that offer them value.

In this article I’m going to show you how to ‘romance’ your Whales, so they stay engaged and keep buying from you into the future.  But before we get to that good stuff, let’s find your Whales.

How to Identify Your Ecommerce Whales

Most Ecommerce companies identify their Whales as those in their top 10% transaction threshold.
You can find this data by going into Google Analytics> Conversions > Ecommerce > Sales Performance.

And here are two more ways you can segment your whales as recommended to our own customers:

  • Mailchimp or Klavyio Segmentation
  • Download all orders from Maropost Commerce Cloud (Neto), WooCommerce or your chosen platform into a CSV and discover who are your top 10%. Import those email address into your Mailchimp or Klavyio account and tag them as “Whales”

But you can segment your Whales in any way that makes sense for your business.  As long as they are your top customers, spending more and more often, they are your Whales.

Getting to know your Ecommerce Whales

Your next step should be to get to know your Ecommerce Whales as well as you can. 

  • What products do they prefer?
  • Where do they come to your Ecommerce store from when they shop with you?
  • What device are they using when they shop with you?
  • Do they buy from you after receiving an email with news about special offers or new products?

Surveying your top customers and asking them for feedback about your service and products will also give you useful data.  And all of this information can be used to help you put an email marketing strategy in place that is designed to keep building on the relationship you have with these customers.

But if all that sounds too technical for you right now, you can start by simply showing your best customers how important they are to you. And there are a number of ways to do this using an email marketing campaign that nurtures your Whales and offers them incentives to keep buying from you.

Here’s some of the ways you can show your Ecommerce Whales some love.

Retaining and Rewarding your Ecommerce Whales

Exceptional Customer Service
Great customer service should be the aim of every Ecommerce business, but is there something extra you can give your best customers?  A dedicated customer support phone number for example? Or their own Customer Care representative who checks in with them regularly and they can email directly?

VIP Access to New Products

Most of us enjoy the VIP treatment and your Whales are no different.  When you have new products consider giving your top customers the chance to try them out first. This will help them to feel special. But if you also ask them for feedback, you’re showing them that you value their opinion, and this can have the effect of deepening your relationship.  This feedback will also be helpful in terms of product development and improvement. improve on your product offerings.

Reward them with a surprise gift.

Whales are more motivated by value and relationships than discounts, but that doesn’t mean they wouldn’t enjoy a surprise gift that comes without any strings attached.  A thank you for being a great customer gift, that is packaged beautifully, is a great way to show your Whales they matter to you.

Invite them into a loyalty program

Whilst one off discounts are good for new customers or those who aren’t amongst your top customers, a loyalty program that rewards your top customers with special offers, bonuses and preferred pricing rewards your Ecommerce Whales and as long as you continue to keep them happy, they will never have to shop anywhere else for what you sell.

Ecommerce Whales are an asset to any Ecommerce business. Use our tips to help you identify your whales, gain a deeper understanding of their shopping habits and for ideas about how you can reward your Whales, so they continue to be an asset to your business.

Our team of email marketing specialists can help you design a great looking and effective email campaign that nurtures your top customers. Learn more about what email can do for your business here.

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