For some time now we have included UTM parameters in the default Back
in Stock email template. This allows tools such as Google Analytics to
identify orders your customers have placed after clicking through from a
Back in Stock notification (haven’t seen this report? I’ve included more
But a lot of the time store owners just wanted a simple, top-level
report right in their Back in Stock dashboard. They simply want to know
how many sales they’ve generated from Back in Stock.
Today we’re rolling out built-in conversion tracking for all Shopify
stores using Back in Stock.
To enable this new feature, we may prompt you to update your
installation permissions to allow read access to store orders. This
allows the system to read order data and identify the value of the
The process is a simple two-click setup and only takes a few seconds.
Back in Stock includes a URL parameter in the customer notification template. Customers who click a link to the store from a Back in Stock email will be identified as arriving from a Back in Stock notification. Any order placed in the next 30 days will be recorded as a conversion.
Will past orders be included?
No, we’re only able to identify conversions from orders placed after conversion tracking has been activated.
Are third-party cookies used for conversion tracking?
No, only a first-party cookie is used. When the customer lands on a store page from a Back in Stock email link a first-party cookie is created with an expiry of 30 days. This is used in the checkout process to tag the order.
Do I have to use conversion tracking?
Nope, you can turn it off at any time from your account settings.
Can I still use Google Analytics, Kissmetrics, or another analytics tool?
Absolutely, the URL parameters in the default email template should work with a wide range of analytics tools. Check out our help page on where to find the Google Analytics Conversions report.
Today I’m delighted to present a guest post from Richard Protheroe at
Veeqo, one of the top rated inventory tools for Shopify.
We are well into the holiday season, but it’s not too late to make that
last big push with your marketing efforts. Therefore we’ve pulled
together 5 of the best holiday marketing ideas that you can copy today!
Of course some of the examples below will have a much larger budget, but
the ideas can still be used.
Check out this post on how you can shoot your own
videos, just by using a camera and a tripod. Alternatively you can use
Upwork or try your local university or college for
students. They are likely to do this for free as well and can use it as
a project of theirs.
The Short and Sweet Approach…
It can be very tempting to go for the funny approach, as positive
emotions are something that you want your brand to be associated with.
We recently wrote about how it can be one of the five practices to
solidify your brand’s
However, it’s important that you have a goal in mind and think of the
possible negative effects of your idea. This sort of content though is
particularly powerful on social media, which we touch on further down.
What Irn Bru have done well here is identified their target market,
which is likely to be millennials. They’ve also tapped into people’s
emotions, by using the present off your Grandmother situation. The
possible negative effect is that they may alienate an older viewer, but
is that their target anyway? Think about this when using the ‘funny
Use this to..
Promote a particularly festive themed gift
Make a short and snappy video
Humanise your brand
The Cultural Reference…
What Burberry do very well is they play massively on their British
heritage. From the music they use and the people that represent them in
However what was particularly good about their latest festive video was
that they used the “15 years of Billy Elliot” to leverage it. The Dance
Drama Film about the miners strike in North East England during the 80’s
is an iconic moment in British history, which works well with their
Is there something local to you that is of cultural significance. Are
there any anniversaries or birthdays of Celebrities local to you? This
sort of campaign is a great way of using leverage from more influential
people, which in turn will get your company out there.
Influencer marketing like this has been big in 2015 and only continues
to grow. Getting others to promote your brand is important as companies
are now seen to be providing valuable content. No surprise then that
word-of-mouth marketing has a 37 percent higher retention rate than paid advertising.
Use this to…
Get leverage from influencers
Strengthen your image locally or nationally
Create word of mouth hype
The Personal Approach…
If you are reading this and you have a Facebook account you must surely
be aware of OfficeMax’s ‘Elf Yourself’ campaign.
This campaign personalized the user’s experience and allowed them to
insert their face onto a dancing elf. These videos still crop up every
year, so it’s hard to think that this is now over a decade older!
The campaign personalized the experience for the user and armed them
with some very shareable content. In just over 2 months it generate 193
million visits to the
site! ‘Elf Yourself’ then went on to app form and
is still generate money for the company to this day!
Is there some sort of animation or gif you can offer? Could you link
this to your business. Think outside the box and you might land that big
Use this to…
Generate social buzz
Monetise your marketing gimmick
Personalize user experience
The Countdown Approach…
A simple but very effective marketing idea is to do an ‘Advent Calendar’
or ‘Christmas Countdown’ email campaign.
Econsultancy displayed some very innovative countdowns from brands, but
at this time it’s fine just to keep it basic. Use your CRM system to
personalize and filter product types to your customers. A scatter gun
approach is not the way to go here!
What Samsung did well in this campaign is they highlighted the main
product at the top, but also used the second half of the email to email
Use this to…
Increase email open rate
Get rid of slow selling items
Inform customers of your opening/shipping times
The Social Approach…
If there is a place to open up and humanise your business then it’s on
social media. It’s where you can strip the corporate side of your
company and engage with the people who matter.
As Ilya Pozin recently wrote for
Forbes, your potential customers are
“looking for social media accounts that are smart and funny”. Whist at
the same time you should look to be “good conversationalists”.
In Starbucks example they personified the Pumpkin Spiced Latte, which
led to hilarious social interactions. Let’s say you sell Skin Cream, you
could set up a specific humanized Twitter account for it and use social
monitoring on a site like hubspot and interact with people talking about
People will be eager to RT and favorite something like this as
it would be unexpected. The Pumpkin Spiced Latte was covered everywhere,
even in a full length interview with The Daily
Use this to…
Enter social conversations
Humanise your brand
Draw attention back to your main Twitter account and site
Richard Protheroe is a content marketing executive at Veeqo, who make
sellers lives easier by managing their inventory over multiple
Today I’m happy to announce a major update to the product page widget.
This update has been a long time coming, and includes a slew of feature and improvements that have been requested by stores. The wait should be worth it! Here’s a rundown of the updates.
The new button editor
The default button provided by Back in Stock appears pinned to the edge of the page for sold out products. While you can already replace this with a custom image the new update makes customization a lot easier.
You can now set a custom label and background color without the need to go away and create your own image.
If you do want to create your own image you can upload it directly from the Back in Stock button editor - no need to upload it to your theme first!
There are two new positions available for the button. You can now pin the button to the bottom-left or bottom-right of the page.
(If you’re using a theme integration, where the button appears in the product page itself, these improvements won’t affect you.)
And the new popup form editor
The Back in Stock popup form has received a whole new design. It’s now built to perform better when viewed on small displays, such as smartphones and tablets, and includes an overlay mask to dim the rest of the page when displayed.
The new popup form editor lets you customize the colors used in the form, so it’s super simple to have it match the rest of your store theme.
A few other improvements are also worth mentioning:
When the form is shown you can now simply click outside the popup form to dismiss it.
Both the button and popup form editors include live previews to display your color and text customizations before your save them. This makes easier and faster to try out new customization ideas.
Adding your own custom button to the store Collection page is now supported (as well as still being able to add one to the product page). See the developer reference on How to add a collection page button for more information.
A certain number of unsubscribes from your email is inevitable. Let’s
look at a few ways to handle it gracefully and effectively.
Customers unsubscribe to emails for a number of reasons. It could be
that they’re getting overwhelmed with their email inbox, they don’t have
time to read your updates, or they simply lost interest. Either way, you
can’t prevent people from unsubscribing but you can make their farewell
experience pleasant. You can even make them stay if you give them
compelling reasons to do so!
Not goodbye but keep in touch
Give them options on how they can still keep tabs on your brand. Use
social media to connect with them so they can still see your updates in
other platforms other than their inbox. OFFICE News strategically placed
social media buttons below their unsubscribe button so that customers
can easily follow them.
Try the gradual goodbye
Perhaps your customers still want updates but they’re just getting too
much from you. Give them multiple options in terms of the frequency they
want to receive your email. Of course you still have to provide the
unsubscribe button but give them the opportunity to think about it. We
love how Bonobos did it with a dash of humor. Now once they give you
another shot, make sure you make the most out of it on your next email.
You can also add this option early on in your emails the way
Econsultancy did it. By giving your customers options to change their
communication settings, you are lowering the chance of getting
A little creativity and humor won’t hurt
Leaving a good impression on your customers is very important even if
they have decided to unsubscribe from your emails. You can use cute
images and clever lines to make their goodbye memorable. The Children’s
Place used this adorable baby photo in their unsubscribe window. They
also placed the SHOP NOW button as a way of drawing back their customers
to the brand even without the email.
eBay, on the other hand, gives its customers the disadvantages of
unsubscribing with a touch of drama and guilt trip. They also remind you
how you can subscribe again.
Unsubscribes are inevitable but it can be manageable. By providing
valuable and relevant content, flexible communication settings, and easy
re-subscribe options, you can make your leaving customers stay or those
who left eventually come back. It’s all about maintaining quality,
flexibility, and accessibility. Make sure your customers are connected
with you on other channels other than email so that you still have a
platform to reach them for your updates. Come up with irresistible
website offers to entice them to come back or subscribe again. Always
leave the door open because you’ll never know when a customer would want
to reconnect. And when they do, make it worth their while.
Stores with Focal only need to enable the Back in Stock
form from theme settings. The integration is seamless, so customer Back in Stock requests will
be routed from the product page directly into the app, and visible in
your Back in Stock dashboard.
I love seeing Shopify services working together this way - it’s great
experience for both merchants and shoppers alike!