eCommerce Marketing Automation: The Key To Grow Your Business

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Marketing automation is the use of tools to simplify marketing tasks. Often marketing teams automate tedious activities like email marketing, social media sharing, and even ad ads, not just for productivity, but also to offer a more customized experience for their clients. Marketing automation technology facilitates these activities.

Marketing automation is a critical method for assisting online companies in meeting sales and growth targets and it empowers small business owners to take control of their marketing strategies without having to handle every part of their campaigns manually.

By integrating eCommerce and marketing automation, you get all the advantages of a sophisticated shopping experience as well as the opportunity to develop customer-tailored marketing strategies for your audience.

After you’ve narrowed down your options, it’s time to delve a little deeper and decide which eCommerce marketing automation platform is best for you after reviewing the key features.


What Is The Concept Of eCommerce Marketing Automation?

The best marketing analytics tools allows teams to build 1-to-1 cross-channel journeys that result in a seamless experience for the customer by monitoring and analyzing visitor behavior. This increases the effectiveness of a sales funnel by rapidly converting a large number of leads into satisfied buyers by a variety of tactics.

Marketing automation is, at its finest, a blend of tech and technique. It should allow you to cultivate prospects with highly customized, valuable content that aids in the conversion of prospects to delighted customers. From cart abandonment to subscriber emails and beyond, the app should be able to carry out predefined tasks and monitor progress in real-time so you always know what’s going on.


eCommerce Marketing Automation For Your Online Store

Increase Your Revenue By Using Segmentation

One of the most important components of eCommerce marketing automation is segmentation. Segmentation is the process of categorising your contacts based on their attributes or the actions they take. You get more revenue when you segment because you’re selling customers goods they already want — and you can hit them at the times when they’re most likely to purchase.

What is the role of segmentation in eCommerce marketing automation?  Lists, tags, and custom fields can be used to segment your contacts. Lists are a form of segmentation that typically indicates a contact’s status: involved, customer vs. non-customer, newsletter subscriber, and so on. If you provide two different newsletters to clients, you can build two separate lists and segment your contacts accordingly.

A tag denotes touch attributes that are time-sensitive or subject to change, such as product interest, event attendance, or loyalty programme membership. A custom field is a particular data point within the profile of a contact. Last purchase date, favourite colour, Twitter username, last email engagement date are all examples of custom fields. Almost any piece of information you want to gather about a customer can be saved in a customised area.


Abandoned Cart Emails And Automations Can Recover Sales

About 75% of online shoppers leave their shopping carts.  In your eCommerce shop, this means that three out of every four customers who add something to their cart leave without purchasing.

Revenue is lost when carts are abandoned. There are free abandoned cart calculators on some ecommerce platforms that will show you how much money abandoned carts cost you. It can also explain how much money you might recover by including an abandoned cart email template.

How does email automation for abandoned carts work? Abandoned cart automations allow you to automatically contact contacts who have abandoned their carts. These abandoned cart reminders assist you in bringing visitors back to your platform and helps convert them into customers. If a shopper abandons their cart for the first time, you can even give them a special deal to retrieve the cart. This opens up the possibility of converting first-time shoppers into customers.

Almost every eCommerce marketing automation workflow or campaign relies heavily on segmentation. You will increase revenue and create consumer loyalty by sending the right message to the right people at the right time.


Win-back email campaigns: Customer Retention Campaigns That Work

A win-back email campaign consists of a series of tailored, personalised emails sent to consumers who haven’t interacted with your content or purchased from your eCommerce store in a while. Win-back campaigns aim to entice your contacts to connect with your email content and purchase from your online store once more. Re-engagement email campaigns are another name for win-back email campaigns.

Why are re-engagement campaigns important? Why concentrate on regaining a customer who hasn’t shown much interest in your content or goods in a long time? Win-back campaigns are critical for your eCommerce business because it costs five times more to acquire a new customer than it does to keep an existing customer, so re-engaging lapsed customers saves your company money.

How do you determine which contacts would respond to a win-back campaign? Automating your win-back campaigns not only saves you money but also saves you time.You don’t have to remember when your contacts last purchased your product or clicked on your emails because automation will do that for you. You can target consumers using segmentation based on the last time a contact interacted with your content or visited your online store. This is known as commitment monitoring. With order monitoring, you can also monitor a customer’s last purchase date.


Discount Customers Will Take Advantage Of A Promotional Bid

Using eCommerce marketing automation coupon codes, you can make your customers want to return to your company more frequently. There may be discounts, gifts with sales, or a combination of the two. Some consumers only purchase goods on sale, which is fine. Although they may not be the most important clients, you already know what motivates them to make a purchase, which is incredibly valuable knowledge in and of itself.

Send them emails when your products hit the sale rack, particularly if they are related to items they have previously purchased. Have the reduced rate prominent to let them know they’re getting a good offer.


Send Your Customers Automated Ecommerce Upsell And Cross-sell Campaigns

Ecommerce marketing automation can be used to upsell and cross-sell to current customers. The behaviour of your customers will reveal a lot about what they want and need. Customer behaviours, such as repeated visits to a product page or prior transactions, may be used to initiate automatic cross-sell and upsell promotions. What exactly is the distinction between cross-selling and upselling? The sale of additional goods to a current customer after they have made a previous purchase is known as cross-selling. After purchasing a pair of shoes, a customer receives an email with a colour-coordinated purse.


Upselling is the sale of add-ons, more costly products, and enhancements to convince a consumer to spend more money. When a customer purchases a pair of shoes, he or she is shown add-on items such as shoe care kits or decorative shoelace accessories. Why is this beneficial to your online store? Since you have a 60-70 per cent chance of selling to a current customer versus a 5-20% chance of selling to a new customer.


Cross-selling is a tactic used in eCommerce marketing automation to get consumers to buy something close to what they’ve already purchased. This boosts the company’s profits and can also help consumers feel understood.


Lead Scoring via Email Will Help You Nurture Leads And Develop Good Customer Loyalty

What is most important to your customers and your business?

The list could go on, but two of the most common commodities are:

  1. Time
  2. A positive customer experience

Ecommerce automation can help you and your customers with both of these, particularly when it comes to establishing relationships with new leads and customers. New customers are just starting out and maybe uncertain how to use your product. New leads are unfamiliar with you and need additional information on who you are and how to use your items.

You can use eCommerce marketing automation to submit email campaigns and communicate with your sales CRM to ensure that new leads and customers receive the assistance they need from you.


How Does Ecommerce Marketing Automation Aid In Lead Nurturing And Customer Retention?

If you’re working with a new lead or a new client, eCommerce automation can assist you in the following ways:


  • Create sales emails that convert well.
  • Email interaction is measured.
  • Increase the effectiveness of your sales messaging to your contact list.
  • Create your lead nurturing email campaigns.
  • Send out automated marketing emails and integrate technology with the sales pipeline.
  • You can submit email campaigns using automation to monitor communication progress and get the right messages in front of the right people.


Final Thoughts

Marketing automation is the secret to success because it unlocks the wealth of business knowledge already stored in your database and uses it to generate actionable analytics and deliver customised marketing campaigns. Marketing automation will reduce the marketing burden while also assisting you in efficiently improving conversions. The issue now is which platform to use to implement marketing automation to skyrocket sales.

Constant Contact is one of the best email list building resources available right now that you can incorporate with your website. Check out our comprehensive guide to learn why you should use Constant Contact with your online business right now.