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eCommerce marketing automation

by | 16 December 2020 | E-mail marketing, eCommerce marketing | 1 comment

eCommerce marketing automation is the way to increase the efficiency of online store operations. On a daily basis, I observe how, along with the growth of online stores, new eCommerce automation is required to help drive online sales. A variety of activities concerning order handling, generating sales documents or dealing with customer service itself. Marketing automation has become the next step forward in increasing sales within an online store. Automation of eCommerce marketing is nothing more than a series of activities related to marketing, customer service, and sales that can be automated by the use of appropriate programmes and/or tools, and which have had to be performed manually or not at all.

 

When is it worth using eCommerce marketing automation?

 

When starting work on Marketing Automation, you should pay attention to whether the operations of the online store are appropriately large scale, so that the right mailing base, website traffic and returning customers are present.From my experience working with many MA clients, this is a solution dedicated more to well-established online stores with other channels of reaching clients already developed and in operations, such as SEO, Google Ads, Facebook Ads or price comparison websites. With a sufficiently large increase in orders, more abandoned carts, it is worth considering the implementation of MA as an additional customer acquisition channel and a tool that will help grow conversion rates.

 

What eCommerce industries would benefit from the use of marketing automation?

 

MA works best within industries where the customer makes regular recurring purchases. The industries in which marketing automation is likely to work best are food, clothing, cosmetics, pharmaceutical and medical products. In the case of repeated and regular purchases by the customer, it is much easier to automate marketing activities and deliver personalized messages to customers.

 

What activities are worth using when implementing marketing automation?

 

The tools currently available on the market bring a variety of different options, from rescuing abandoned baskets and personalising messages to far-reaching workflow. The list of all the automation rules is long and includes several points that I will focus on in more detail in the next article. eCommerce marketing automation activities are best divided into three parts.

 

Lead generation

 

Activities within the website that are designed to generate additional leads (contacts). Most often these are contacts with email marketing consent and Web Push. The most common methods for generating leads are Newsletter subscription forms on the store’s website, Landing Page, POP-UPs or Web Push notifications.

 

Increase your conversion rate

 

Activities whose main task is to improve the conversion rate. They are most often used to “finalise” transactions in an online store. These include emails with abandoned carts or exit POP-UPs.

 

Increasing LTV (Lifetime Value Customer)

 

One of the most important features of marketing automation is increasing the so-called LTV (customer lifetime). In short, it is a series of activities by means of which we build a long-term relationship with the client. We make sure that he does not forget about the brand and we customise personalized messages. Thanks to these activities, the client feels appreciated and builds a kind of bond with the brand. These activities most often include Workflow with several scenarios, personalized email marketing messages, tailored advertising banners or recommendation frames. Due to the fact that marketing automation is an incredibly complex issue. I will discuss the most effective actions within these three parts in the upcoming article.

 

The most popular eCommerce marketing automation tools

 

I based my several years of experience in marketing automation on the SALESmanago tool. I will present the possibilities offered by marketing automation in eCommerce based on SALESmanago. Other tools can also be successfully implemented. The list of the most popular software available on the market can be found below:

 

 

Summary

 

In this article, I decided to present the most important issues relating to eCommerce marketing automation. From the article you learned: what is marketing automation, when and for which industries it is worth using it, the division into the 3 most important activities, which are lead generation, increasing eCommerce conversion and increasing customer LTV. We will discuss individual activities with examples in the next article. Don’t forget to subscribe to my Newsletter and follow me on social media for more specific and substantive eCommerce tips.

Grzegorz Sękowski
Grzegorz Sękowski

eCommerce Manager at Paul Rich – multimillion jewellery premium watch brand. Shopify & Shopify PLUS consultant, blogger and ex-founder of napnell.pl

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ECommerce manager blog, dedicated to store owner’s and eCommerce Specialist. Proven tips how to increase conversion & revenue in on-lie stores.

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