Top eCommerce Marketing Automation Secrets (to use in 2019)
Imagine you’re putting together a team to manage your eCommerce marketing strategies. You will need people to manage campaigns, check cart abandonments, maintain Return on Investments, manage Search Engine Optimization. You’ll also need another person just to manage all of this and customer relations. That sounds like a lot of money. This is often what scares business owners away from eCommerce marketing. Here’s an eCommerce marketing automation guide to making your life easier.
What is eCommerce marketing automation?
In simple terms, this process means using eCommerce marketing automation software to manage and control repetitive tasks. This leaves human resources to focus on managing the software or getting on with other tasks. Often, marketing involves doing the same steps or monitoring the same statistics over and over again. This can frustrate the person handling it and also waste their capacity on boring tasks.
Think of it like hiring just one person to manage your entire online store, or like putting things on autopilot. From cart abandonment to subscriber emails and more, the software will carry out set tasks and track progress seamlessly so you’ll still always know what’s going on.
It’s common for entrepreneurs to carry out many roles. But investing time and effort into automatable tasks can speed up burnout and failures. Scalability becomes a big problem, too, which means entrepreneurs either have to hire people or get the software to take some load off their shoulders.
Why do I need eCommerce marketing automation?
There are so many benefits of eCommerce marketing automation tools. Some are more specific to strategies, but there are some that apply regardless of your technique
Need # 01: Reduces human error
When we engage in boring tasks, our mind will definitely wander after a point. This could lead to mistakes- some small, some big. To avoid the chance of human error, it’s ideal to use automation software. Once trained, the software does exactly what you need it to do, with very minimal errors.
Need # 02: You can scale up
With software, you can keep piling tasks on and it will carry them out seamlessly. That’s not often the case with human resources- more menial tasks mean more dissatisfaction and the chances of losing that resource. Instead, once your basic software is up and running, you can spend time crafting even better strategies and offloading them onto the software to keep your hands free.
Need # 03: Saves time
By letting eCommerce marketing tools run in the background, you can focus on the important tasks. These include making better campaigns, focusing on management or high-priority issues. You and your employees are more likely to be satisfied with your job, too.
The best eCommerce marketing automation platforms
There are tons of platforms out there offering automated solutions of all kinds and it can be overwhelming and stressful to choose from. MailChimp, Drift, Drip, ActiveCampaign, and HubSpot are some of the leading eCommerce marketing automation platforms today. But there are so many more that can create confusion.
Here are a few things you need to look out for when picking the best marketing automation tools for eCommerce:
Important things to look for in an eCommerce marketing automation platform
Consideration # 01: Ease of use
The best eCommerce marketing automation software is the one you need to spend the least time on. The best tools today need only 2-3 hours to set up and train and can manage just fine on their own after that. Look out for ready-made guides. This means you don’t have to figure things out on your own and can immediately start assigning and monitoring tasks. Good customer support helps too, in case you get stuck on a technical aspect you don’t know much about.
Consideration # 02: Personalization
You want your strategy to match your business plan to the T, so you need a software that can be personalized. One example of this is using the first name to address subscribers in emails. It makes the email a lot more personable and makes you look good as well. You will also need to customize the reactions to customer interactions. For example, what happens if a customer watches a video, or lands on one page of your site, or clicks on a Call-To-Action button in your email?
Consideration # 03: Integration with third-party software
While not a priority, it is always useful to be able to plug in third-party add-ons and software or even connect this tool to external systems like your own website dashboard. However, you’ll need to make sure that while setting these up and using them, your workflow will not be disturbed. It’s always a pain to see that your tool has frozen because some plugin isn’t working!
Creating and managing landing pages
Landing pages are very important. They’re the pages that subscribers or customers land on when they click on an external link to your website. Your landing page should always be matching in color and design with the campaign that led the person there. This is just so that they know they’ve reached the right place! Thanks to their quick and easy results, eCommerce marketing automation landing pages have become a big thing in the industry now.
Item # 01: Pre-built templates
These are perfect for people who need to have a design ready start so they can get on with the actual marketing. You can use a pre-built template to build a responsive and attractive landing page. These templates can usually be edited any way you like so you can customize colors, logos, text and more. You won’t need to plan the entire look yourself- you can use these templates as a starting point or just make simple changes until you’re satisfied.
Item # 02: Drag and Drop
Here’s one of the top eCommerce marketing automation tips- ‘drag and drop’ landing page builders will make your life easier. You don’t have to wait for a developer each time you make a new campaign or test an upgrade. You don’t need to mess about with codes either. These tools allow you to literally drag and drop elements from here and there until you’re satisfied with how the page looks. Some software also allows you to integrate this will email marketing campaigns so everything is seamless.
Item # 03: Product pages
These pages are very important for eCommerce businesses. It’s how you display your catalog of products in a way that attracts customers, persuades them to buy something and keeps them coming back for more. There are usually thousands of products and pages on an eCommerce site, so automation is very helpful when uploading product descriptions, importing new catalogs, add better photos and keep everything looking clean.
Email Marketing Automation:
Email marketing campaigns targeted at subscribers and potential customers. Emails reach them in their inboxes and remind them your business exists. It also shows that you care about them- this is enhanced by adding offers, discounts and new information to your emails. Here are some important issues to consider when picking an automation software:
Tip # 01: Catchy subject lines
Craft a subject line that is gripping. Use your email automation software to test different subject lines by sending them out and seeing which ones aren’t opened and which ones are acted upon.
Tip # 02: Open rate
Use your software to keep track of how many people opened your campaign emails, i.e. your open rate. If 15-25% of your marketing emails are opened, you’re on the right track. Your transactional emails open rate should ideally be between 30-40%.
Tip # 03: Email lists
These are lists of people who have opted in to receive your emails. An organic email list is good for any business. Flesh out your list by offering discounts, sales, and perks that’ll make your customer feel special. Keep track of everyone on your list with your automation software and use it to target specific groups based on buying statistics.
Tip # 04: Email campaigns
This is a set of individual emails that are selling the same thing and are sent out to your email list over a set period of time. The purpose of your campaign could be anything- a sale notification, special discounts, welcome emails for new subscribers- and can be easily managed and timed through automation software.
Tip # 05: Nurturing Leads
You’re sending emails out on a regular basis and to everyone on your list because by automating the process there’s no chance of any subscriber missing out. Offer rewards for signing up, valuable information and maintain a brand personality so that your subscribers always know when you send an email and remember you for it.
An eCommerce marketing automation workflow is helpful to make sure every process is seamless, timed properly and managed well. Possible workflows include:
Workflow # 01: Cart recovery and abandoned cart emails
In eCommerce marketing automation cart recovery, you can automatically trigger emails when a customer abandons their cart without paying. This will increase the number of sales, remind customers of the products they had picked and increase customer loyalty.
Workflow # 02: Engage customers through automated emails
Workflows help to send out timely emails to engage with customers and encourage them to return to your site. Ideas for such emails include showing similar products based on browsing history and offering discounts upon return.
It’s not all to leave the software up and running- monitoring and analyzing data is just as crucial. Luckily automation software often comes with detailed analytics that allows you to pore over every aspect of your marketing campaign for success and failures.
Factor # 01: abandoned cart and purchase history
Automation software can tell you how many customers have left without buying the things in their cart and can help reach out to them as a reminder of their waiting products. It can also help you recommend products based on their purchase history as well as keep track of it in case a problem arises.
Factor # 02: conversion rate
Automation software analytics will show you how much passing traffic was converted to leads and how many leads to sales. This is crucial to know how well your campaigns are performing.
Factor # 03: ROI
Automation software can also give you an insight into your Return on Investment rates- how well your campaign is doing, where you can cut costs and what to focus on next.
eCommerce Marketing Automation best practices
There are some crucial practices a business must carry out that can be automated through software:
Automation # 01: Welcoming email sequence
These emails go out to new subscribers. It reminds them that they’ve voluntarily subscribed to your campaign. It also makes them feel like part of a family- it is important to show your subscribers that you care and have noticed them so that they’re more likely to return to your business.
Automation # 02: Automatic segmentation based on purchase behavior
This is important for the back end of things. Use software to divide your customers and subscribers into different sections based on their purchase history and browsing behavior. You can then be more specific with your marketing campaigns and target them at the right people to increase leads and sales.
Automation # 03: Personalizing user experiences
Make your customers want to return to your business more through eCommerce marketing automation coupon codes. These could be discounts, free gifts on purchases or more. In eCommerce marketing automation cross-sell is a technique that gets customers to buy something similar to what they've bought before. This increases sales for the business and makes customers feel understood and welcomed.
eCommerce Marketing Automation Trends
The face of eCommerce marketing is constantly changing and new trends constantly emerge. Through eCommerce marketing automation customer experience can be made delightful. Some important trends in 2019 so far are:
Trend # 01: Personalized shopping experiences
The personalized experience of shipping in-store is now moving online. Using browsing data and purchase behavior can help tailor shopping experiences online to draw in a customer. As part of eCommerce marketing automation customer service, businesses also offer online shopping assistants, personal stylists, user photographs and try-at-home services.
Trend # 02: Cart recovery emails sequences
Sending multiple timed emails to customers who have abandoned their cart is 2.4 times more likely to make them complete the purchase. You can approach this by highlighting urgency, scarcity of products (only 1 left!) or even offering discounts If they buy all the products.
Trend # 03: Artificial Intelligence in eCommerce marketing
One of the many important eCommerce marketing automation tips that businesses are using is allowing AI to take the wheel. This could be in the form of chatbots, improved recommendations, speeding up the sales process or just providing a fun shopping experience.
Automation is the here and now of eCommerce marketing. Businesses can make customer interactions meaningful and drive sales even faster by delegating tasks to future-driven software.