If you’re looking to double your eCommerce business in 2019, then it’s time to adopt marketing automation software.
Automating your marketing processes means less time and money spent, and better, bigger results to show for it all.
Marketing automation can lift an eCommerce business above its competition, as it helps to decrease overhead whilst improving data, communications, and conversion rates.
If you’re looking to better market your eCommerce business this year, then it’s more important than ever to be relevant, and consistent – something marketing automation software will ensure for you.
What is marketing automation?
Marketing automation software is software which automates and streamlines marketing processes across multiple channels.
From event management to email marketing flows, marketing automation platforms enable businesses to ‘set and forget’ and ultimately put their marketing strategy on autopilot.
Depending on which marketing automation software you choose, you may have access to automation and AI tools that further enable your business to analyse and measure results, predict behaviour, and target individual contacts with personalised material.
Marketing automation makes the difference between high maintenance, low ROI traditional marketing, and low maintenance, high ROI automated strategy.
How will marketing automation improve your eCommerce business?
- Saves time
- Reduces staff and resource needs
- Increases marketing reach (whilst decreasing manual workload)
- Gives you insights that help you improve your profits
Let’s take a look at some of our tips for doubling your eCommerce traffic with marketing automation in 2019:
Reclaim lost sales with trigger emails
One of the biggest source of potential sales are buyers who didn’t quite cross the finishing line.
We’re talking about potential customers who’ve abandoned carts, or expressed interest in your products in other ways – without taking the final plunge. There’s obvious warm interest displayed by these would-be buyers, and as such they should be ‘reclaimed’ in order to maximise your eCommerce business.
One of the best ways to reclaim these lost sales is to remind them of their interest in your product.
Using ‘trigger based emails’ in your marketing automation platform, you can set up emails which ‘trigger’ – automatically send – to a contact a few days after clicking a specific link, or abandoning a full shopping cart on your eCommerce site.
These trigger based emails can not only generically remind customers of an ‘abandoned cart’ or incomplete purchase, but they can also leverage other marketing automation tools such as Dynamic Content, and personalisation, to make the email as relevant as possible. Lastly, you can sweeten the deal for potential customers by offering special discounts if they carry through with their show of interest.
Let’s take a look at how this might look from the perspective of the potential customer:
- Harry visits your eCommerce website, and adds two pairs of shoes to his cart, but doesn’t follow through.
- 2 days later, Harry gets an email from your brand reminding him of his interest in those two pairs of shoes (complete with photos to remind him how awesome they are).
- The email goes on to offer a discount voucher code Harry can apply to his purchase.
- There’s a handy button in the email to finish off his purchase, so Harry doesn’t think twice, and the sale is made!
Nurture leads and customers and improve your conversion rates
It takes trust and familiarity to buy from a brand. Nurturing relationships with your leads, and past customers alike, is imperative if you’re looking to double your eCommerce business.
New contacts need to be oriented to your brand, and given reason to trust your company. Past customers need to be kept warm, and made to feel prioritised and valued.
Both new contacts, and past customers can therefore be warmed up – or kept warm – by pre-built communication journeys.
The difference between once off email campaigns and full communication journeys is that journeys involve many campaigns – which are triggered to send by time passed, or actions taken on previous emails.
For example, a ‘welcome journey’ which onboards new subscribers might send a ‘confirmation of subscription’ email, which is followed by a series of nurturing email campaigns over the course of a month.
Emails in welcome journeys should aim to warm up the contact to ready them for conversion. Earlier emails might provide incentive to convert, such as discounts and deals. Or they could orient new contacts to your brand’s thought leadership, by providing valuable material and content relevant to your company’s niche market.
Later emails can focus on calls to action, and might only be sent to new contacts which have opened previous campaigns – ensuring you’re not over-selling to the disinterested. New contacts who fail to open past emails might receive different campaigns aimed at increasing their engagement.
Similarly, you could add contacts who have converted in the past (made a purchase before) to a nurturing journey, where they are identified as a VIP and offered treats, freebies, vouchers, and valuable, relevant content.
Because these contacts have already bought from your business, you can use past purchasing data to further personalise your promotional content, making the customer nurturing journey unique and specific to each contact; increasing engagement and conversion.
Drive traffic to fully personalized landing pages for better conversions
Any marketing automation software of quality will also enable you to create fully personalised, dynamic landing pages.
Landing pages are web pages devoted to a specific campaign’s Call To Action. A landing page complements an email campaign which drives traffic to the page, and as such can help improve conversion rates.
Want to learn more about landing pages? Find out all about them, here.
By using marketing automation software to build your landing page, you can leverage personal data collected on each of your contacts, and use personalisation and dynamic content to make your landing page uniquely relevant to whoever visits.
Let’s say your eCommerce business is holding a massive sale, and for extra incentive your company is also holding a raffle with awesome prizes. You’d send email campaigns alerting your contact lists to the sale, and link your recipients to a dedicated landing page.
That landing page might have embedded shopping functionality; allowing contacts to directly buy products.
Because the landing page was accessed via email campaign, each landing page visitor is identifiable, and is shown the products they’re most likely interested in. Similarly, an embedded form on the landing page enables contacts to enter the raffle, and because they’re identifiable – that form might already be filled out, making it easy as pie for each page visitor to submit the form.
You’ve not only improved your chances of making more sales, but you’ve also used your landing page traffic to collect even more information in regards to contact behaviour, and any extra fields you might have asked for in your raffle entry form.
Analyse valuable data to better understand your customer base
Collecting data is one of the major benefits of executing your marketing strategy via marketing automation platforms.
Traditional marketing execution can make data collection a messy and prone-to-human-error process. Often data analysis is left on the back burner, as collating relevant data manually can be too much of a burden.
With marketing automation, all your data is accurately collected, and easily analysed using reporting tools.
Knowledge of your target audience is invaluable when running an eCommerce business, and having such insight into what makes your contacts convert can make or break your future sales pipeline.
Marketing automation platforms give you access to reporting and data analysis tools which can:
- Give an overview on contact engagement (helping you separate the warm from the cold)
- Drill down into individual contact’s behaviours, and interactions with your brand
- Compare email campaigns success rates (showing you what subject lines, publishing times, and content strategies work best for your goals)
- Help predict future behaviour and interaction (informing your future marketing strategy)
As is becoming increasingly obvious this decade, data and information is priceless in this economy. With a Marketing Automation platform, your eCommerce business will benefit from collecting its very own rich treasure trove of lead and contact data; enabling you make informed decisions rather than blind guesses.
Make doubling your eCommerce business a smart, fast, and painless endeavour by leveraging marketing automation software to do the hard work for you.
If you’d like to learn more about how marketing automation can help you increase your eCommerce sales, then talk to our friendly experts at Swift Digital. Call us on 02 9929 7001.