The Benefits of Creating an Emotional Connection with Your e-Commerce Customers

In this episode…

Do you prioritize relationship building with your e-commerce customers when they buy your products? Do they get an extraordinary and unexpected experience? 

Jay Levitt, the CEO of Lofta, joins Dean Dutro in this episode of the Relationship Commerce Podcast to discuss the benefits of developing an emotional connection with your e-commerce customers. He explains how an e-commerce brand can use this strategy to attract and retain customers and shares his top email marketing strategies. He also talks about why you should consider using a beta product to kick off your new business.

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Jay LevittJay Levitt is the CEO of Lofta, a digital HealthTech company leveraging virtual care technology to revolutionize the diagnostic journey for sleep apnea, chronic snoring, and sleep breathing disorders. Through the Lofta Complete Path and the Lofta RightStart Therapy Program, troubled sleepers are able to move from initial engagement, through screening, testing, and diagnosis, and into therapy in under a week—all from home. 

Outside of Lofta, Jay is a Trustee on the Board of Directors for the Museum of Contemporary Art San Diego and holds a degree in Communication Studies and Business Administration from the University of Iowa.

Why You Need to Connect with Your Customers

When most e-commerce entrepreneurs start a new business, their main aim is to create and sell products—and ultimately, make a profit. But, when you focus only on that first interaction, there’s an opportunity you’re missing: after the customer buys the product, when they have to decide if they’re going to buy from you again or go elsewhere. 

If you want to create a great e-commerce business that draws in new customers and keeps them coming back for more, you have to give them something different. You have to create and sell them an emotional connection. This means that they not only get the product you sell, but also receive an emotional reward by choosing your brand. This will ensure that they keep coming back to your e-commerce business to buy more of your products. 

So, to set your brand apart from other e-commerce players, you shouldn’t concentrate solely on the product you’re selling; you should also focus on developing an emotional connection with all of your customers. Nurture those relationships and make your customers feel like an integral part of your business—because they are! 

What to Consider When Starting an e-Commerce Business in the Health and Wellness Space

If you have a great idea and want to start an e-commerce business in the health and wellness industry, there are a couple of things you need to consider. What’s the first thing you should know? Health and wellness is regulated—and any products for this market have to meet certain requirements.

This is what Jay Levitt learned when he decided to start an e-commerce business to serve people suffering from sleep apnea. He had to engage multi-state physicians to provide patients with consultations, either physically or virtually, and then give prescriptions so that patients could make a purchase.

If you are planning to start an e-commerce business in this industry, or any other with heavy regulations, make sure you’re doing enough research before you get started. If possible, enter into agreements with other players in your field who are well versed with the requirements needed. This won’t just protect your business from law enforcement, but it’ll also help you create connections with other business owners.

The Benefits of Using a Beta Product to Kickstart Your e-Commerce Brand

When Jay Levitt and his team started their e-commerce business, they decided to start by launching a beta product on a beta website. Why? They wanted to test whether the product would be a success in the market. They didn’t want to spend a lot of resources before going any further; this was an experiment for them.

If you are in a similar situation and you want to gauge the effectiveness of your new e-commerce product, start with a beta product! This way, you won't have to use a lot of money on ad spend to get paid traffic. You also don't need to spend a lot of time marketing the beta e-commerce product at this point.

If the test is a success and you get the results you want, then you may want to consider promoting the finished product to the target audience. By now, you’ll need to invest in paid ads through social media and Google, or any other marketing method you prefer. You could also leverage the power of email marketing to drive sales for the product, similar to what Jay did.

Resources Mentioned in this episode

Sponsor for this episode...

This episode is sponsored by Worth eCommerce.

Worth eCommerce is a small mighty team of eCommerce email marketers who help businesses of all sizes dramatically grow revenue with lifecycle email marketing. It is made up of copywriters, designers, strategizers, and marketing extraordinaires who specialize in nurturing relationships and guiding sales through the sheer power of email.

Worth eCommerce's sole focus is creating a lasting relationship between eCommerce sellers and their customers through the most personable form of digital connection: email. Businesses that send personable, interesting, and helpful emails earn the trust and continued business from that same customer. 

Worth eCommerce’s mission is to help small medium-sized e-commerce businesses generate more than a million dollars a year each in revenue using their own marketing channels.

To learn more about Worth eCommerce, visit

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