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5 Effective Automation Strategies for eCommerce Marketing
September 1, 2023
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MARKETING AUTOMATION
5 Effective Automation Strategies for eCommerce Marketing
- September 1, 2023
- MARKETING AUTOMATION
As per LianaTech, 86.1% of marketing professionals are well-acquainted with marketing automation. However, the effective utilization of these tools to achieve optimal results remains limited to a small fraction of this group. Ascend’s reports reveal that a mere 20% of companies are harnessing the full potential of these tools.
The success of your eCommerce store hinges on your ability to effectively utilize the appropriate marketing automation software to establish seamless workflows. Otherwise, you may find yourself investing in a tool that fails to generate profitable returns.
This article provides insights into several strategies that can be utilized to facilitate the expansion of your online store.
Understanding the Essence of eCommerce Marketing Automation
At its core, eCommerce marketing automation involves employing sophisticated tools, systems, applications, and software to automate time-consuming tasks, streamline business workflows, and drive the success of your online store.
The process of establishing an eCommerce store entails undertaking a multitude of manual and time-consuming activities such as lead generation, customer engagement, email communication, deal finalization, contact monitoring, and various other tasks.
Insufficient automation of these manual and repetitive tasks can result in time wastage and an increased risk of human errors. Furthermore, it can cause distractions for your team, hindering them from carrying out more essential tasks and leading to decreased productivity and inefficiency.
The lack of appeal and navigational difficulties in your online store can prompt certain customers to abandon their purchases.
According to a study conducted by Forrester, 45% of US online adults are likely to abandon their online purchase if they cannot promptly find an answer to their query. Hence, implementing automated workflows in your marketing and sales processes can enhance conversions and generate more sales.
For instance, customers who access your pages and provide their details can be greeted with welcome emails to establish ongoing engagement. Following this, you can enhance the relationship by delivering tailored and focused email sequences.
Additionally, you have the opportunity to send offers and promotions, and once your customers complete their purchases, you can deliver ‘Thank you’ or feedback emails.
With appropriate segmentation and targeting, you can promote upsell or cross-sell opportunities for other products to your customers. This sequence then repeats with a new set of buyers.
Advantages of Automation in eCommerce Marketing
An effective marketing automation system can enhance your conversion rates, streamline processes, and deliver a higher return on investment. Based on a Marketo survey, implementing marketing automation can result in an 80% increase in sales leads and a 33% decrease in cost per lead.
4 reasons why automating your online marketing processes is essential.
Boosts Engagement
SALES Manago’s report highlights that implementing marketing automation results in a remarkable 173% increase in open rates for newsletters and sales mailings. Through this approach, you can send targeted emails in response to customer actions, while also utilizing automated workflows to deliver personalized emails tailored to each buyer’s preferences and interests.
Take, for example, the implementation of multiple email sequences tailored to customers who have opened your emails, clicked on links, made purchases, or displayed no engagement. Through these triggered emails, you can enhance personalization and cultivate improved customer experiences.
Assists in Building Stronger Connections
By implementing a well-constructed engagement system, you can enhance your customer relationships and enrich their overall experience. Through the consistent delivery of valuable content and personalized offers, you can gradually imprint your brand on their consciousness, transforming them from anonymous purchasers to devoted customers.
In addition, marketing automation systems can enhance your customer experience by automating customer support, simplifying conflict resolution, and providing assistance on autopilot.
Through a well-structured ticketing system, you can easily track, manage, and automatically resolve minor issues. Moreover, you can develop a knowledge base, community forum, or help center to provide customers with valuable resources and guides when they encounter confusion or feel lost.
Boosts multichannel tracking effectiveness
The Growlytics marketing automation platform facilitates eCommerce marketing across various touchpoints, enabling you to pinpoint the primary platforms where your customers are present.
As a result, you can fine-tune your marketing processes to capture a greater number of leads through these prominent channels and touchpoints, ultimately enhancing your engagement rate and delivering superior customer experiences.
Delivers accurate reporting and meaningful insights
By utilizing well-built automation systems like Growlytics, eCommerce marketers can effortlessly track and monitor their performance over time with accuracy, eliminating the reliance on manual methods. According to Micro Strategy, 60% of companies worldwide utilize data and analysis to drive processes in a cost-effective manner.
The Growlytics marketing automation platform helps generate visual reports of your past activities, providing a graphical representation of your performance. This enables you to identify areas for improvement and enhance your strategies. Additionally, you can leverage the available data and valuable recommendations to predict your progress.
This data collection along with reliable insights will in turn enable you to create better strategies.
Strategies for Crafting High-Performance Automation Workflows
Relying solely on manual efforts can hinder the growth of your online store. Additionally, ineffective automation workflows can have detrimental impacts on your brand. By implementing the appropriate strategies for your eCommerce store, you can simplify your operations and propel your business forward.
The strategies include
- Triggered Email Campaigns
- Incorporating Dynamic Content
- Segmentation and Personalization Techniques
- Chatbot Integration
- Adoption of Cross-selling and Up-selling Approaches
Triggered Email Campaigns
Automated emails, known as triggered emails, are sent based on predetermined events, actions, or user behavior. As stated by Ascend, 65% of marketers opt for automation in their marketing endeavors, with emails being the most commonly automated channel.
Additionally, according to a 2021 report by Litmus, a remarkable 82% of marketers incorporate automation to generate triggered emails.
Taking advantage of customer behavior and interactions, you can easily automate the sending of targeted and meticulously tailored messages to serve different objectives.
For instance, when a customer completes a purchase on your online store, you can send them a “Thank You” email to nurture their involvement and pave the way for future buying opportunities.
Triggered email campaigns can be used for the following:
Abandoned Cart Emails
Cart abandonment emails are messages you can send to customers who leave their shopping carts before making a purchase. Research by Moosend found that 50% of people who receive cart abandonment emails end up completing their purchase.
When creating cart abandonment emails, you can also consider providing a discount or exclusive product to maintain customer interest and accelerate sales.
Welcome Emails
Whenever a customer signs up or subscribes to your newsletter, you can send them welcome emails that not only introduce your brand but also provide valuable content about your products or services.
Transactional Emails
Once customers have placed their orders on your online store, it is essential to send them emails containing order confirmation, payment receipts, and pertinent delivery information. Furthermore, a “Thank you” email is sent to express gratitude upon the successful delivery of their order.
These emails serve the purpose of updating your customers on how they can access the products they have just purchased. Crafting them carefully and sending them promptly can enhance the shopping experience and encourage additional purchases.
Lead-Nurturing Emails
Following the initial welcome, it is crucial to engage your leads by sharing informative content about your brand, highlighting both new and established products, and offering enticing opportunities for upselling to returning customers. Implementing this strategy enables you to transform dormant leads into enthusiastic, interested prospects.
Furthermore, triggered email sequences may include:
- Informing customers about price updates
- Sending reminders for subscription renewals
- Guiding new customers through the onboarding journey
- Reconnecting with former or dormant customers to reignite their interest
- Requesting customer feedback, reviews, or participation in surveys
Incorporating Dynamic Content
With Growlytics, you can leverage unique features to develop valuable and personalized content for your customers, aligning with their preferences, demographic information, search queries, and shopping behaviors.
Thus, your customers receive personalized experiences through the provision of targeted messages that align with their needs at every given stage.
For example, when a customer buys a bicycle from your online store, they can be offered personalized and dynamic content and promotions for related products such as bicycle pumps, guides, and more.
Segmentation and Personalization Techniques
Growlyics offers distinct functionalities that enable you to send tailored messages that resonate with diverse audiences, considering their demographic data, actions, behavior, and interactions with your platforms.
By segmenting your customers, you can effectively target each group with tailored email sequences that cater to their preferences. For example, new prospects receive personalized welcome emails, while existing customers benefit from helpful tips and recommendations for upselling and cross-selling. On the other hand, re-engagement campaigns with enticing offers and discounts can reignite the interest of old or inactive customers.
Chatbot Integration
Research reveals that business leaders achieved a remarkable 67% increase in sales by utilizing chatbots. These valuable assets facilitate engagement and lead generation through the implementation of automated workflows for surveys, polls, conflict resolution, deal closure, and customer support.
Chatbots that are carefully crafted work tirelessly to engage with customers, offering tailored and personalized conversations that are triggered by pre-configured actions.
Adoption of Cross-selling and Up-selling Approaches
Cross-selling involves promoting and selling complementary or related products to your current customers. For instance, you can offer a headset as a cross-sell item to a customer who has purchased a smartphone, tablet, or laptop.
Upselling involves promoting higher-tier offers to your existing customers who have previously purchased similar but lower-end products. For instance, you can recommend the latest version of a laptop to a customer who already owns a laptop. The upgraded product may come with advanced features and a higher price.
A HubSpot Blog survey reveals that 72% of salespeople who employ upselling and 75% of those who utilize cross-selling indicate that it drives up to 30% of their revenue. By automating these strategies for new and existing customers, you can motivate them to add more beneficial and well-matched items to their shopping carts, as they will consistently encounter related and enticing products throughout their purchasing experience.
Conclusion
The quality of a tool’s features for other marketing tasks alone does not guarantee business growth. It is essential to choose automation software that aligns with your specific business needs. To ensure optimal utilization of the software, you must have a clear understanding of your business requirements, goals, financial constraints, and organizational size. This knowledge will guide you in selecting the right software with appropriate capabilities.
The Growlytics marketing automation platform offers you not just email marketing automations but an entire marketing automation suite. For a front-row seat in understanding how Growlytics is the best fit for your business, click here.
As per LianaTech, 86.1% of marketing professionals are well-acquainted with marketing automation. However, the effective utilization of these tools to achieve optimal results remains limited to a small fraction of this group. Ascend’s reports reveal that a mere 20% of companies are harnessing the full potential of these tools.
The success of your eCommerce store hinges on your ability to effectively utilize the appropriate marketing automation software to establish seamless workflows. Otherwise, you may find yourself investing in a tool that fails to generate profitable returns.
This article provides insights into several strategies that can be utilized to facilitate the expansion of your online store.
Understanding the Essence of eCommerce Marketing Automation
At its core, eCommerce marketing automation involves employing sophisticated tools, systems, applications, and software to automate time-consuming tasks, streamline business workflows, and drive the success of your online store.
The process of establishing an eCommerce store entails undertaking a multitude of manual and time-consuming activities such as lead generation, customer engagement, email communication, deal finalization, contact monitoring, and various other tasks.
Insufficient automation of these manual and repetitive tasks can result in time wastage and an increased risk of human errors. Furthermore, it can cause distractions for your team, hindering them from carrying out more essential tasks and leading to decreased productivity and inefficiency.
The lack of appeal and navigational difficulties in your online store can prompt certain customers to abandon their purchases.
According to a study conducted by Forrester, 45% of US online adults are likely to abandon their online purchase if they cannot promptly find an answer to their query. Hence, implementing automated workflows in your marketing and sales processes can enhance conversions and generate more sales.
For instance, customers who access your pages and provide their details can be greeted with welcome emails to establish ongoing engagement. Following this, you can enhance the relationship by delivering tailored and focused email sequences.
Additionally, you have the opportunity to send offers and promotions, and once your customers complete their purchases, you can deliver ‘Thank you’ or feedback emails.
With appropriate segmentation and targeting, you can promote upsell or cross-sell opportunities for other products to your customers. This sequence then repeats with a new set of buyers.
Advantages of Automation in eCommerce Marketinga
An effective marketing automation system can enhance your conversion rates, streamline processes, and deliver a higher return on investment. Based on a Marketo survey, implementing marketing automation can result in an 80% increase in sales leads and a 33% decrease in cost per lead.
4 reasons why automating your online marketing processes is essential.
Boosts Engagement
SALES Manago’s report highlights that implementing marketing automation results in a remarkable 173% increase in open rates for newsletters and sales mailings. Through this approach, you can send targeted emails in response to customer actions, while also utilizing automated workflows to deliver personalized emails tailored to each buyer’s preferences and interests.
Take, for example, the implementation of multiple email sequences tailored to customers who have opened your emails, clicked on links, made purchases, or displayed no engagement. Through these triggered emails, you can enhance personalization and cultivate improved customer experiences.
Assists in Building Stronger Connections
By implementing a well-constructed engagement system, you can enhance your customer relationships and enrich their overall experience. Through the consistent delivery of valuable content and personalized offers, you can gradually imprint your brand on their consciousness, transforming them from anonymous purchasers to devoted customers.
In addition, marketing automation systems can enhance your customer experience by automating customer support, simplifying conflict resolution, and providing assistance on autopilot.
Through a well-structured ticketing system, you can easily track, manage, and automatically resolve minor issues. Moreover, you can develop a knowledge base, community forum, or help center to provide customers with valuable resources and guides when they encounter confusion or feel lost.
Boosts multichannel tracking effectiveness
The Growlytics marketing automation platform facilitates eCommerce marketing across various touchpoints, enabling you to pinpoint the primary platforms where your customers are present.
As a result, you can fine-tune your marketing processes to capture a greater number of leads through these prominent channels and touchpoints, ultimately enhancing your engagement rate and delivering superior customer experiences.
Delivers accurate reporting and meaningful insights
By utilizing well-built automation systems like Growlytics, eCommerce marketers can effortlessly track and monitor their performance over time with accuracy, eliminating the reliance on manual methods. According to Micro Strategy, 60% of companies worldwide utilize data and analysis to drive processes in a cost-effective manner.
The Growlytics marketing automation platform helps generate visual reports of your past activities, providing a graphical representation of your performance. This enables you to identify areas for improvement and enhance your strategies. Additionally, you can leverage the available data and valuable recommendations to predict your progress.
This data collection along with reliable insights will in turn enable you to create better strategies.
Strategies for Crafting High-Performance Automation Workflows
Relying solely on manual efforts can hinder the growth of your online store. Additionally, ineffective automation workflows can have detrimental impacts on your brand. By implementing the appropriate strategies for your eCommerce store, you can simplify your operations and propel your business forward.
The strategies include
- Triggered Email Campaigns
- Incorporating Dynamic Content
- Segmentation and Personalization Techniques
- Chatbot Integration
- Adoption of Cross-selling and Up-selling Approaches
Triggered Email Campaigns
Automated emails, known as triggered emails, are sent based on predetermined events, actions, or user behavior. As stated by Ascend, 65% of marketers opt for automation in their marketing endeavors, with emails being the most commonly automated channel.
Additionally, according to a 2021 report by Litmus, a remarkable 82% of marketers incorporate automation to generate triggered emails.
Taking advantage of customer behavior and interactions, you can easily automate the sending of targeted and meticulously tailored messages to serve different objectives.
For instance, when a customer completes a purchase on your online store, you can send them a “Thank You” email to nurture their involvement and pave the way for future buying opportunities.
Triggered email campaigns can be used for the following:
Abandoned Cart Emails
Cart abandonment emails are messages you can send to customers who leave their shopping carts before making a purchase. Research by Moosend found that 50% of people who receive cart abandonment emails end up completing their purchase.
When creating cart abandonment emails, you can also consider providing a discount or exclusive product to maintain customer interest and accelerate sales.
Welcome Emails
Whenever a customer signs up or subscribes to your newsletter, you can send them welcome emails that not only introduce your brand but also provide valuable content about your products or services.
Transactional Emails
Once customers have placed their orders on your online store, it is essential to send them emails containing order confirmation, payment receipts, and pertinent delivery information. Furthermore, a “Thank you” email is sent to express gratitude upon the successful delivery of their order.
These emails serve the purpose of updating your customers on how they can access the products they have just purchased. Crafting them carefully and sending them promptly can enhance the shopping experience and encourage additional purchases.
Lead-Nurturing Emails
Following the initial welcome, it is crucial to engage your leads by sharing informative content about your brand, highlighting both new and established products, and offering enticing opportunities for upselling to returning customers. Implementing this strategy enables you to transform dormant leads into enthusiastic, interested prospects.
Furthermore, triggered email sequences may include:
- Informing customers about price updates
- Sending reminders for subscription renewals
- Guiding new customers through the onboarding journey
- Reconnecting with former or dormant customers to reignite their interest
- Requesting customer feedback, reviews, or participation in surveys
Incorporating Dynamic Content
With Growlytics, you can leverage unique features to develop valuable and personalized content for your customers, aligning with their preferences, demographic information, search queries, and shopping behaviors.
Thus, your customers receive personalized experiences through the provision of targeted messages that align with their needs at every given stage.
For example, when a customer buys a bicycle from your online store, they can be offered personalized and dynamic content and promotions for related products such as bicycle pumps, guides, and more.
Segmentation and Personalization Techniques
Growlyics offers distinct functionalities that enable you to send tailored messages that resonate with diverse audiences, considering their demographic data, actions, behavior, and interactions with your platforms.
By segmenting your customers, you can effectively target each group with tailored email sequences that cater to their preferences. For example, new prospects receive personalized welcome emails, while existing customers benefit from helpful tips and recommendations for upselling and cross-selling. On the other hand, re-engagement campaigns with enticing offers and discounts can reignite the interest of old or inactive customers.
Chatbot Integration
Research reveals that business leaders achieved a remarkable 67% increase in sales by utilizing chatbots. These valuable assets facilitate engagement and lead generation through the implementation of automated workflows for surveys, polls, conflict resolution, deal closure, and customer support.
Chatbots that are carefully crafted work tirelessly to engage with customers, offering tailored and personalized conversations that are triggered by pre-configured actions.
Adoption of Cross-selling and Up-selling Approaches
Cross-selling involves promoting and selling complementary or related products to your current customers. For instance, you can offer a headset as a cross-sell item to a customer who has purchased a smartphone, tablet, or laptop.
Upselling involves promoting higher-tier offers to your existing customers who have previously purchased similar but lower-end products. For instance, you can recommend the latest version of a laptop to a customer who already owns a laptop. The upgraded product may come with advanced features and a higher price.
A HubSpot Blog survey reveals that 72% of salespeople who employ upselling and 75% of those who utilize cross-selling indicate that it drives up to 30% of their revenue. By automating these strategies for new and existing customers, you can motivate them to add more beneficial and well-matched items to their shopping carts, as they will consistently encounter related and enticing products throughout their purchasing experience.
Conclusion
The quality of a tool’s features for other marketing tasks alone does not guarantee business growth. It is essential to choose automation software that aligns with your specific business needs. To ensure optimal utilization of the software, you must have a clear understanding of your business requirements, goals, financial constraints, and organizational size. This knowledge will guide you in selecting the right software with appropriate capabilities.
The Growlytics marketing automation platform offers you not just email marketing automations but an entire marketing automation suite. For a front-row seat in understanding how Growlytics is the best fit for your business, click here.
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