Maropost blog

Your “fast” ecommerce site speed might be costing you six figures in revenue

Maropost Staff — Mon, 14 Jul 2025 18:44:38 GMT

You’re hitting $3M in online revenue yearly, and you finally got your online store to load in 1.9 seconds. Congratulations — you just lost $360,000 this year.

From data to dollars: How to turn your customer database into a growth engine

Maropost Staff — Thu, 10 Jul 2025 20:44:30 GMT

In our webinar, “Your customer database is a revenue engine,” you saw firsthand how a strong data foundation can reveal hidden growth opportunities that most businesses never discover.

Why Prime Day works — and how to steal the strategy for your brand

Maropost Staff — Wed, 02 Jul 2025 18:18:20 GMT

Amazon is one retailer that has perfected the art of turning browsing into buying: In 2024, they generated $638 billion in sales, with $14 billion in sales on Prime Day alone. When you shop on Amazon, you’re not simply browsing. You’re shopping based on an algorithm that already knows what you want — and what you’ll want next.

BOPIS is more than fulfillment. It’s a marketing power move

Maropost Staff — Thu, 29 May 2025 04:00:00 GMT

Buy online, pick up in-store. It’s something we’ve all seen and taken advantage of, and during COVID, the number of customers using BOPIS in North America nearly tripled. But the fulfillment option has been around since about 2013.

Over a decade later, BOPIS has become so much more than a convenient fulfillment option for customers. It’s an essential part of every omnichannel brand’s marketing strategy — but it’s largely untapped.

If you’re treating BOPIS as a checkbox on the checkout page, you’re missing a much bigger opportunity.

The hybrid customer journey starts here

Shoppers don’t really think in terms of channels anymore. They navigate their purchase journey more fluidly, using whatever combination of channels and touchpoints gets them what they want, as soon as they want it. A customer might discover a product on Instagram, compare prices on mobile, place the order on desktop, and pick it up in-store — all within a few hours.

Ten years ago, this hybrid shopping journey may have been an exception. Now, it’s the standard. And for marketers, that changes everything.

The opportunity to purchase an item online and pick it up in person mere hours later represents a key bridge in this journey. It’s a critical moment where digital intent turns into tangible, physical engagement. An in-store pickup isn’t just the end of a transaction — it’s a moment where brands can connect real-time purchase behavior with the in-store experience. And when that interaction is supported by smart segmentation and deeply personalized marketing, it creates a far more cohesive and high-impact customer journey.

The marketers who win in this environment aren’t the ones obsessing over the perfect subject line for an email blast. They’re the ones designing systems that adapt to the way customers actually shop — by integrating digital and physical experiences.

Pickup behavior is marketing and personalization gold

One of the most powerful advantages BOPIS offers marketers is the ability to act on real-time behavior — not just transactions. When a customer chooses to pick up their order in-store, it signals something about their urgency, their location, their availability, and even their product intent. These are all data points that should inform how and when you engage them.

Right when an online order is placed for in-store pickup, brands have a narrow window to deliver a lot of messaging: a confirmation email and a timely reminder SMS, followed by a post-pickup campaign to drive repurchase or product discovery. With the right marketing platform in place, these actions don’t require manual intervention.

Beyond individual messages, BOPIS data allows brands to create smarter, more dynamic audience segments. And over time, pickup behaviors are reliable signals that can help you fine-tune how you reach your audience.

The idea here is understanding that you have more information about your customers than they offer up. Your goal should be to use it — in real time — to create marketing that adds value to the customer experience by reflecting how they actually shop.

How BOPIS strengthens full-funnel campaign performance

For acquisition, BOPIS is invaluable. It opens the door to urgency-driven messaging that makes it easier to complete the first purchase. Campaigns built around the opportunity to “buy it online but pick it up today” convey convenience, but they also drive immediate action.

Mid-funnel, BOPIS creates a unique data opportunity: It allows you to understand both online browsing behavior and purchase intent and urgency. You can use this information to optimize timing, content, and channel strategy.

Here are a couple of examples:

A customer who frequently picks up items in-store can be added to a high-urgency segment and targeted with time-sensitive and location-based offers.
A customer who browses online but only converts when in-store pickup is available can be bucketed into a “pickup-first” segment and targeted with campaigns that lead with store availability.
A customer who starts out placing in-store pickup orders but switches to shipping over time might be flagged for a winback journey that highlights in-store benefits, exclusive local inventory, or curbside perks.

And when it comes to retention, BOPIS can easily power repeat engagement loops. You can create loyalty offers after a set number of pickups, automate local restock alerts, or even suggest complementary products available for pickup at the same location.

The strategic value of BOPIS shows up not in one interaction, but across the entire customer journey. Brands who treat it simply as a fulfillment option will keep missing this value. Brands who incorporate it into their marketing strategy will turn pickup behavior into increased revenue.

Marketers should drive the BOPIS conversation

For ecommerce brands, discussions about BOPIS get siloed within operations and supply chain planning. But marketers have to be part of the conversation. BOPIS is fulfillment, but it’s also a brand experience and a conversion accelerator that feeds everything from list segmentation to messaging logic to campaign planning.

Incorporating BOPIS into your ecommerce marketing strategy means:

Mapping it into your customer journey flows
Using pickup behavior to build smarter segments and campaigns
Capitalizing on urgency and inventory-based messaging during peak sales windows
Creating continuity across online and in-store experiences that strengthens your brand

The brands that are doing this well aren’t just reacting to hybrid shopping habits — they see every store as a local engagement hub and every pickup as a personalization opportunity.

So the question isn’t whether BOPIS is valuable for your brand — it’s whether your marketing strategy knows how to unlock its potential.

Want to learn more about how BOPIS can unlock conversions and customer loyalty for your brand? Talk to our team to set up a demo.

The key to higher conversions is in your ecommerce search bar

Maropost Staff — Fri, 23 May 2025 19:27:10 GMT

The success of your web store depends on one deceptively simple idea: your customers want to find exactly what they’re looking for from the search bar.

9 ways to optimize ecommerce site speed with Merchandising Cloud

Maropost Staff — Wed, 16 Apr 2025 04:00:00 GMT

Site speed isn’t just a technical metric—it’s a critical part of your ecommerce experience. If your site loads slowly, your shoppers are more likely to bounce, your conversion rates will drop, and your brand will take a hit. And it’s not just the user experience—search engines also penalize slower websites, meaning your organic visibility suffers too.

How to tune up mobile autocomplete settings—and turn up ecommerce conversions

Maropost Staff — Sat, 12 Apr 2025 04:00:00 GMT

Annual mobile ecommerce sales are expected to exceed 7.4 trillion USD in 2025, with mobile devices now accounting for more than 44% of all traffic to ecommerce websites.

Webinar recap: Become a titan of email marketing—and conquer conversion

Maropost Staff — Tue, 01 Apr 2025 04:00:00 GMT

Email open rates, engagement, and revenue are heading in the wrong direction for many businesses. The problem? Brands are struggling to build trust and authentic connections with their audiences.

That’s why Four Rooms—a community of experts and entrepreneurs—assembled the Titans of Email for a recent webinar. The panel featured Jason Ferrara of Maropost, Kelsey Carstens of BAD Marketing, Liss Graham of LissT Management, and John Grimshaw of Smart Marketer.

Collectively, these Titans have helped brands drive millions in revenue through email marketing. During the session, they covered:

The #1 strategy for turning email subscribers into loyal customers

How to leverage customer data to personalize campaigns & boost conversions

The biggest mistakes brands make in email marketing (and how to avoid them)

Missed the live event? Watch the complete webinar recording here:

If you’re short on time, here are the three proven strategies the Titans recommend to conquer email conversion.

1. Test and optimize your email campaigns

Liss Graham is trained as a scientist, so it makes sense that her primary recommendation is to test multiple messages for emails. She even used the word “hypothesis”!

She recommends two actions for email sends (and don’t worry—you don’t need to be a scientist to sort them out).

Always test your emails

Run a “split” or A/B test before you send anything. Divide your list into two equal parts, then send one variant A and the other variant B. Your email service provider should make this easy for you.

Pro tip: With Maropost Marketing Cloud, you can split your send into four variants for more detailed insights.

The larger your list, the more you’ll learn from each test and incremental change. But remember Liss’s golden rule: only change one element at a time—whether it’s the headline, body copy, subject line, or CTA. Changing multiple components makes it impossible to know which produced the outcome.

Use AI to improve email copy

Modern AI tools can transform your email content’s effectiveness in seconds. Try these prompts:

“Make this email subject line more compelling while keeping it short”

“Rewrite this paragraph to sound more conversational and authentic”

“Suggest three alternative CTAs that create urgency without being pushy”

Pro tip: Don’t paste what AI generates and hit send— review it for accuracy, readability, and human touch.

Repeat the fine-tuning process until your email feels authentic and engaging—like something you’d read and click through.

2. Embrace smarter audience segmentation

Want to send fewer emails and make more money? BAD Marketing’s Kelsey Carstens says the secret’s not about more segments—it’s about smarter ones.

Know your list inside out

Who are your clients and prospects? Where do they naturally cluster? By product interest? By engagement level? By purchase history? The answers will help you craft email content with maximum impact.

For example, let’s say one retailer discovered their “discount shoppers” segment actually contained two distinct groups—one motivated by scarcity and another by exclusivity. Creating separate messaging for each group could turbocharge campaign revenue.

Uncover the Story Your Data is Telling

What insights are hiding in your lists? Here’s how to reveal them:

Run summary statistics on your lists

Use eRFM reporting to uncover behavioral patterns

Engage financial analysts to identify valuable trends

Work with specialized agencies like Kelsey’s BAD Marketing team

Use what you learn to personalize offers, refine existing segments, or create new ones. Your analysis should also clarify which criteria you should always, sometimes, or never exclude from a segment—helping you achieve what Kelsey calls the “Goldilocks Zone” of segmentation.

3. Regularly audit your email campaign performance

Most people shudder at the word “audit,” but Smart Marketer’s John Grimshaw embraces it. After reviewing over 50 email programs annually, he’s identified consistent opportunities for improvement that don’t involve the IRS.

Common email marketing campaign weaknesses

John’s audits consistently reveal three critical issues.

1. Poor list management

Many companies let inactive subscribers linger too long, hurting deliverability and skewing metrics. Practice consistent list hygiene to keep your contacts up to date.

2. Over-reliance on automation

While automation is powerful, the “set it and forget it” mentality leads to stale content and lackluster response. That’s why you should regularly review and refresh your automated sequences.

3. Lack of promotional content

B2B companies tend to under-promote and should take a page from their B2C and D2C peers. Service-based businesses should consider offering:

Free consultations with genuine value

Limited-time service packages

Loyalty programs with meaningful benefits

Refer-a-friend incentives

Content that solves everyday problems

Let go of your darlings

An effective audit requires honesty. That beautifully crafted email series? If the data shows it’s underperforming, it’s time to revise or replace it. Acknowledging what isn’t working is crucial to refining your email strategy and achieving better results.

Elevate your email campaigns—and unleash your inner titan

Despite aggressive spam filters, evolving regulations, and deliverability challenges, email marketing remains one of the most potent channels.

When implementing these Titan-approved strategies, paying attention to detail matters. Think about those you’re sending to and what they genuinely want to see. The era of one-size-fits-all mass email is long gone.

By staying curious and continuously optimizing your approach, your email performance will reach new heights. Your subscribers will thank you with their attention, engagement, and, ultimately, their business.

Ready to take your email marketing to the next level? Maropost Marketing Cloud helps fast-growing companies reach the right inboxes, boost sales, and build lasting customer relationships.

See how our platform can support your improved email strategy—book a demo today.

Unified Commerce: From silos to seamless operations and customer experiences

Maropost Staff — Tue, 25 Mar 2025 04:00:00 GMT

Smart carts. Smart glasses. Smart mirrors. Blockchain. Drones. Biometrics. Phygital. RFID. AI. AR. VR. BNPL. Multichannel. Omnichannel.

Want to create unforgettable customer experiences? Start with your ecommerce operations.

Maropost Staff — Mon, 24 Feb 2025 05:00:00 GMT

Customers these days have very little tolerance for hiccups in the shopping experience. With market saturation at an all time high, effective commerce requires seamless coordination across all ecommerce operations — inventory systems, payment gateway integrations, order management, and ecommerce shipping solutions. Every disconnect creates a blip of friction in your customers’ experiences (and an opportunity to abandon cart and shop somewhere else).