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Posted by Matt Osborn - 28 June, 2019

How to Ramp Up Your eCommerce Marketing Automation

First, let's go down memory lane...

It’s 2011 and eCommerce marketing automation is still pretty much in its infancy. Envelopes.com, a company that sells – you guessed it – envelopes, decides to give email this novel technology-powered approach a go to increase a low checkout conversion rate.

So the company takes the new strategy seriously and designs three different email campaigns aiming to return prospective customers to their website and convince them to complete a purchase. These campaigns involved three automatic abandonment emails that targeted different recipients, including:

  • those who reached the checkout and abandoned the site
  • those who added products to the cart and left the site
  • those who visited a product page but didn’t add it to cart

The outcome produced by these automatic emails was astonishing.

The company was able to decrease its checkout abandonment rate by 40 percent resulting in a 65 percent increase in checkout conversions (!). All thanks to efficient customer segmentation delivered by email marketing automation!

Fast forward to today...

Now eCommerce marketing automation is still delivering strong results. It’s become one of the most influential trends in digital marketing because it allows increasing the efficiency of business operations and converting more leads to sales.

According to Investpro, digital marketing automation drives a 14.5 percent increase in sales and productivity and a 12.2 percent decrease in marketing overhead. Moreover, four in five users of ecommerce automation software report increasing their leads and 77 percent of them also come across an increase in conversions.

In addition to these enormously important benefits, online businesses also take advantage of the fact that marketing automation software greatly reduces the time needed to complete repetitive, routine marketing tasks such as content publishing and email sending.

That’s why the global marketing automation spending will reach $25 billion by 2023, Statista predicts.

 

(Source)

As we can see, the spending on marketing automation solutions will increase significantly, all thanks to the benefits they provide for eCommerce businesses.

 

Such a steady and confident growth of eCommerce automation market suggests that it still can provide the kind of results that Envelopes.com saw back in 2011. In fact, automation solutions have become even more effective and efficient and expanded to add many more exciting features.

Let’s now explore these features and solutions and see how to use eCommerce marketing automation to increase the conversion rate on your website.

Digital Marketing Automation (Emails, Online Store, Social Media)

In 2019, email marketing is alive and flourishing, and doesn’t show any kinds of slowing down. In fact, it remains the most effective marketing channel when it comes to ROI.

 

(source) 

As you can see, email marketing greatly outperforms many other popular marketing tools, so more and more companies are turning to this solution.

Of course, no one is going to send emails to each customer manually, especially when you’re dealing with high traffic volumes on your eCommerce website. So email marketing automation is a great solution for those wishing to increase the efficiency of their email marketing.

Here’s how email marketing automation helps to convert more leads to sales. Businesses need emails to cultivate leads and move them through the marketing funnel (e.g. they send them emails announcing sales, discounts, loyalty programs, newsletters).

Email marketing automation takes this strategy to another level because it provides behavior-triggered emails that ensure that each customer receives a personalized offer.

An example of a triggered email is the one that is sent to a visitor who added a product to cart but left the site without completing the purchase. This email encourages that visitor to buy the product by applying incentives or creating a sense of urgency (e.g. by using scarcity).

These triggered emails can drive up to 624 percent of higher conversion responses for the same number of sends as compared to other types of emails.

That’s why 65 percent of eCommerce retailers run between two and four types of triggered email programs.

 

How Many Triggered Emails Do Most Marketers Run (And How Do They Scale)?(source) 

The most popular triggered emails used by eCommerce retailers were product abandonment (92 percent, shopping cart abandonment (91 percent), and search abandonment (76 percent), the same source informed.

 

How Many Triggered Emails Do Most Marketers Run (And How Do They Scale)?(source) 

It’s clear that email marketing automation will be generating strong results in the next years because email marketing continues to develop and expand. So, it’s highly recommended that you also take advantage of automation.

Personalization and Customer Segmentation

The reason why traditional advertising fails to engage customers. They want a better personalization of their experience with businesses, and this includes products, too.

36 percent of customers said they wanted personalized products or services and 48 percent claimed they’d even be willing to wait longer to receive them.

Also, customers want relevant and interesting content from brands they follow, which is something that can be ensured with social media and email marketing automation tools.

Personalized Emails

Here are some types of triggered personalized emails that your eCommerce business should need:

  • Welcome email. Welcomes the customer to the store and offers popular products
  • Shopping cart abandonment email. Encourages the recipient to complete a purchase by using incentives)
  • “You viewed” email. Shows the products viewed by the recipient thus encouraging them to check them out again)
  • Abandoned search email. Sent after a customer has searched for a product, clicked around, but left)
  • Sales announcement. Informs a customer about an upcoming sale
  • Price drop email. Sent when a price for a product viewed by a customer is reduced.

Product Recommendations

Personalized product recommendations on the site are also important. In fact, tracking the behavior of customers on your website and using this data to provide personalized on-site offers can increase:

  • Conversions by 150 percent
  • Profits by 300 percent
  • Average order value by 50 percent.

Automation is a Must

With so many businesses applying automation to increase their conversion rates, having an automation tool isn’t an option but a requirement. Automating your email and social media marketing would be a great first step for you because it meets several crucial needs of your target audience: getting more relevant offers, personalized offers, and relevant content.

Moreover, automation ensures that you keep your leads and customers engaged and aware of your offers because it maximizes the number of times you connect with them. Hopefully, this article gave you everything you needed to know about eCommerce marketing automation and inspired you to use it to increase your sales!

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Topics: B2B eCommerce, Sales & Marketing, ecommerce, B2B Marketing