E-COMMERCE MARKETING AUTOMATION

How To Use Marketing Automation To Maximize
E-Commerce Sales

MAR 2019

It’s virtually useless getting too accustomed to any social media platform when the landscape changes every few weeks or months. Just when you think you’re in the know and ready to go, you’ll get turned upside down with updates to features and algorithms. It’s essential for marketers and business leaders to be diligent in knowing and understanding the latest trends and statistics that could and should affect your marketing strategies.

Most of the leading platforms, not the least of which Instagram, Facebook, and Facebook Messenger, continue to see steady growth in the number of new users. It’s imperative to the success of your business and marketing initiatives to consistently stay on top of where your audiences are and how to most effectively connect with them. The following are some of the most recent social media statistics and trends that will empower you to stay on top and thrive.

51%

51% of high-performing marketers heavily leverage marketing automation in their e-commerce marketing strategies.

44%

44% of e-commerce marketers plan on significantly increasing the use of marketing automation in 2019.

If you’re an E-Commerce retailer, you need to step up and step into the power that can be harnessed with marketing automation, and there’s never been a better time than now. Keep reading for more insights and recommendations for optimizing your profit opportunities with automation.

Start Automating Your Customer’s Journey

By taking time to craft solid customer journeys,  you’re choosing to place the experiences of your customers as a priority. By focusing on the journey, you can determine every touchpoint a customer has with your e-commerce business and your brand.

With the right tools and the right team, you can map, design and optimize your customer’s experience. Most importantly, by doing so, you have a much higher chance of producing repeat and loyal buyers.

Here are just a few ways you can connect the dots of your customer’s online experience and map their journey.

  • Track Engagement: Use a tracking code to transform ‘unknown’ shoppers into ‘known’ when they perform an action or activity on your website. For example, if they click on a product or browse multiple landing pages,  you can identify what type of customer they are.
  • Automate Promotions: When a shopper visits a particular product or a pricing page, automate a proactive heads-up message to offer them a discount.
  • Retain First-Time Shoppers: Encourage new visitors to sign up for your email list so you can send them discount offers and news on new products or offerings.
  • Bring Customers Bank With Retargeting: For shoppers who have visited your website, use retargeting ads on Facebook, Google, Instagram, and Google to bring them back to your online store.

Segment Your Customers

Customer segmentation allows you to start personalizing your messaging. Using customer segmentation, you can establish a positive relationship with your customers and boost sales. Nearly 80% of ROI comes from segmenting customers and funneling them into targeted and triggered campaigns.

Customers will always respond best to messages that relate to them. But don’t just take our word for it, take your customer’s. Over 70% of customers say that they’re frustrated by generic, untargeted messages. That’s a lot of frustration! But all this can be fixed with a few simple tweaks, starting with customer segmentation.

With traditional marketing, customer segmentation would require you to group each customer into specific lists manually. But with marketing automation, all you need to do is set the criteria once, and the rest is history.

The following are some practical implementations you can use to segment your customers into specific groups.

Identify Paying Customers:

Create a master list of paying customers by syncing their billing records and payment data from your CRM into your marketing automation software. By syncing this data you can:

  • Reactivate past customers and encourage them to make a repeat purchase
  • Ask repeat buyers for feedback, reviews, and referrals
  • Train, educate, upsell and cross-sell active customers
  • Proactively engage with customers who are at risk of churn

Segment Warm Leads:

Depending on how you qualify leads, you can prioritize contacts who meet specific criterion with smart segmenting. For example, consider the following.

  • Assign a lead to your sales team
  • Directly reach out to customers
  • Send customers a limited-time offer
  • Schedule a product demo

Target By Location:

By segmenting your customers based on their location, you can start your very own location-based marketing strategy. Here are just a few strategies you can utilize.

  • Send promotions to a geographic cluster of customers
  • Target specific customers with holiday deals
  • Offer free shipping to customers in the right location

Send Personalized Messages

Once you’ve segmented your customers, you can deliver personalized messages, emails, text messages, and direct mailers that resonate. According to the Aberdeen Group, personalized email messages can improve your click-through rate (CTR) by as much as 14% and conversion rate by as much as 10%.

The welcome email is the first personalized message you should focus on. The initial welcome email opens the door to a direct path of communication. As soon as a customer signs up to your email list, or purchases a product in your online store, you have the opportunity to retarget them with new products and promotions.

You should note that a welcome email receives 4X as many opens and 5X as many clicks as promotional emails. So, it’s safe to say that adding a personalized touch to your welcome message is an essential part of your email marketing strategy.

Generic messaging like: “Hello shopper” is not the best way to greet your customer. So here are some strategies to avoid generic messages and automate personalization.

  • Greet Customers: Welcome customers to your online store by sending an email that greets them with their name, and that sends them content based on what they like. With marketing automation, you can personalize variables in your welcome email like from-name, reply-to email, links, and body content.
  • Incentivize Sign-Ups: Send customers a product discount. This is your way of personally saying ‘thank you’ to customers who visit your e-commerce store
  • Set Expectations: Whether your email is sent weekly or monthly, make sure you are informing, enlightening, inspiring, and incentivizing your customers. You can then predetermine the schedule for delivering of your emails using a customer journey.
  • Send Targeted Content: A first impression, good or bad, lasts. So don’t send male customers a promotion of women’s clothing in your first email. Send your new customer relevant content, or ask them what they like. Capture their interests with a form, so you know what to send them next.
  • Tell Your Story: Do you give to charity? Does your company have a mascot? Is your CEO a thought leader? The welcome email is your chance to build your brand’s personality. Humanize your business and tell your customers exactly what sets you apart from the competitors.

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