Powerful ecommerce automations are more vital than ever for digital marketers looking to increase sales and revenue.
While email marketing has always played a key role in ecommerce marketing, your customers’ purchase journeys have become more complicated in recent years.
With the increased availability of online products and competition, today’s average online shopper will visit your site three times before deciding to finalize their shopping cart.
Because of this, digital marketers need to go beyond simple email marketing if they want to successfully convert visitors into customers.
Segmentation and Personalization
Segmentation and personalization are two of the core digital marketing tactics that have proven to boost sales and drive customer engagement. After all, people react more positively when they feel like your marketing efforts are personal to them.
That’s exactly what segmentation and personalization help you to achieve: direct interaction with each customer.
If you’re just beginning to see growth in your ecommerce business and don’t have a lot of time on your hands, personalized marketing campaigns can be difficult to put together.
Fortunately, there are four ecommerce automation tools you can use that will save you a lot of time while also increasing your sales.
Let’s take a closer look.
What Exactly Is Marketing Automation?
Simply stated, marketing automation helps streamline all of your digital marketing efforts while helping you be more efficient and productive.
Repetitive, mostly-brainless tasks such as building marketing emails are made much easier with automation software that’s intelligent. You’ll be able to create simple automation programs for each of the stages of your customer’s purchase journey.
By doing this, you’ll empower your marketing people (even if it’s just you) to dedicate more time to big picture priorities, such as:
- Driving new sales
- Growing the business
- Optimizing your overall marketing strategy
After all, tedious manual processes should never get in the way of growing your business.
Ecommerce Automations That Are Essential
The word essential is defined as absolutely necessary and/or extremely important.
The ecommerce automations you’re about to learn about are an essential part of every serious ecommerce business operator.
A welcome campaign is pivotal for establishing a powerful initial relationship with new customers. In fact, welcome campaigns are one of the top-performing automations you can employ.
For example, the open rate for new customer welcome emails average just under 50%. The click-through rate is also, on average, an insanely high 10%
Conversely, the industry average for general email campaigns is about a 20% open rate and a 4% click-through rate.
This statistic makes it obvious that your customers are most engaged with you and your brand when they first discover you.
Optimizing a Welcome Campaign
What will make your welcome campaign the most effective it can possibly be?
To start, note that an effective welcome campaign should include three different parts.
1. Greeting and Call To Action
The initial email to your customer needs to be as simple as possible. Basically, you want to thank them for subscribing and give them a clear and simple call to action.
For example, if you’ve decided to give discounts or special incentives to new customers, make this very actionable and clear in your greeting and call to action.
2. The Preference Center
Your second email is where you can best maximize your engagement and get to know who your customers really are.
Beyond simply collecting names, locations and birthdays, consider asking them about general interests and which of your products most interested them.
Having this key information will help you personalize and segment your digital marketing campaigns and email efforts.
3. A Powerful Intro
The third email you send out in your welcome campaign needs to introduce your brand. Consider the advantages of your brand and tell your subscribers why it’s in their best interest to choose your product over the product of your competitors.
If your business has a loyalty program, mention it now and give your subscribers a nice reward for doing business with you.
Abandoned Cart Campaigns
The reasons a shopper typically abandons their cart vary widely.
Some customers are only browsing and not ready to make a purchase. Other customers get distracted while browsing during their lunch break or while on the go.
Whatever the cause might be, a well-timed abandoned cart automated email is a great reminder that drives customers back to checkout.
Would you believe that the average recovered monthly revenue when employing an abandoned cart program is almost $40,000?
To really drive revenue it’s essential to employ an abandoned cart email campaign.
Optimizing Abandoned Cart Emails
There are risks involved with sending emails about an abandoned cart. For example, sending out too many reminders risks annoying your customer.
However, if you wait too long to send the reminder, your potential customer might not be interested in your product any longer.
An optimized and effective campaign for abandoned carts needs to include the following four elements:
1. It Must Be Timely
Your initial email needs to land in your customer’s inbox between 30 minutes to an hour after their shopping cart has been abandoned.
2. It Should Be Limited
Give your abandoned cart offers an end date. Then, after three emails and no response from the customer, don’t send out any additional emails regarding the abandoned cart.
3. Make It Personalized
If you really want to drive new conversions, make sure your abandoned cart emails are highly personalized. Make sure the emails include the customer’s first name and the specific items they’ve abandoned.
4. Give Product Recommendations
A customer might be browsing for something specific that they have in mind. By using product recommendations powered by artificial intelligence, you can show your customers items that are similar to what’s already in their cart.
An automated birthday program is a powerful and personalized way to keep your customers engaged.
By offering a free gift or an exclusive discount during their birthday month, you can drive a lot more conversions.
As an added benefit, it shows your customer how well you know them and that you’re thinking of them on their special day. That alone helps build stronger brand affinity.
Optimizing Birthday Campaigns
In most cases, a birthday campaign is going to be a single email send. Because of this, it’s important to fully optimize your automated birthday campaign.
Solid, revenue-generating birthday campaigns should include:
1. The Length of the Offer
What timeframe will you allow customers to redeem their birthday offer? You can make it available only on their birthday, for two weeks from the day of their birthday, or for their entire birthday month.
Run some A/B tests to see which one works best for your customers.
If you’re making the offer available for an entire month, consider sending a reminder email on the customer’s birthday.
Decide who you want to send birthday campaign offers to. You can send them to loyalty program members, lapsed customers, or anyone that has ever made a purchase from you.
You can even mark half-birthdays and trigger a new offer every six months.
This seems to be a theme, doesn’t it? As with your other ecommerce automations, always consider the best way you can personalize your birthday campaigns.
Don’t expect your post-purchase campaign to generate the same direct revenue results of the previous campaigns we’ve discussed. However, they’re still a highly essential part of the overall customer experience.
Remember, the better experience you give customers, the more likely they’ll return. In fact, repeat customers spend almost 70% more on average than brand new customers.
Giving existing customers a reason to come back is pivotal.
Optimizing a Post-Purchase Campaign
A whopping 93% of customers have said that they’re likely to make at least one repeat purchase from a brand that provides top-level customer service.
How does this relate to ecommerce automations and email campaigns?
Emails after a purchase are the perfect opportunity to showcase products that match with the ones a customer just bought. By using machine learning, you can recommend products that other customers have bought with, or after, the product your customer just bought.
2. Educational Insights
What will help your customer get the most out of what they just bought from you?
Consider giving care tips for a fabric they just bought. If the item needs to be assembled, include a video on how it will be done.
Don’t miss out on the opportunity to ask for feedback and reviews from your customers. In general, most customers like to know that a brand values their opinion and are happy to give it.
Beyond that, gaining customer feedback gives you valuable insight into what you can optimize or improve.
4. Social Media Sharing
Encourage your customers to share their experience with your brand on their social media accounts. Even consider offering them a discount code to include that will give their friends a percentage off their first purchase and the referrer a percentage off as well.
Best Ecommerce Automation Software Solutions
Now that you have a better understanding of ecommerce automations and how important they are to your business, you’re probably wondering what the best tools are to use.
These four solutions all work in varying ways to help you implement the four automations discussed today. Take a close look at each option, then decide which fits best for your business:
Then, let our expertise fuel your business.
Our team of developers are performance and scaling experts for websites of all sizes. Whether your site is on WooCommerce, Shopify, BigCommerce or custom, our experienced team will work with you to build a solution tailored to growing your business.
Get in touch today.