Over the past few years, you might have noticed an increasing interest in the e-commerce industry towards eCommerce marketing automation. The technology now allows to run marketing campaigns almost hands-free and sometimes even more successfully than in a traditional way.
Which benefits can marketing automation bring to e-commerce businesses? Here are some statistics to provide you with some insights:
- 61% of brands say marketing automation helps them with lead generation
- 83% of marketers say automation helps them run social media accounts successfully
- 58% of companies also confirm that marketing automation is very effective for upselling
Most of these benefits indicate that marketing automation can be quite helpful when it comes to boosting sales. Indeed, one of the reasons why companies invest in marketing automation is to help them find new customers and sources of revenue.
But in which ways, in particular, can a business use eCommerce marketing automation to increase store revenue? And which are still relevant in 2021?
Let’s take a look.
4 Ways to Increase Sales with eCommerce Marketing Automation
1. Customer Loyalty Programs
We all know how it works. A customer comes back to their favorite online store for another pair of socks, and, as a reward for the customer’s loyalty, the store gives them a permanent discount.
This is one of many case scenarios describing a customer loyalty program, which remains one of the most popular e-commerce marketing trends. The demand for such programs will stick around in 2021 and beyond because consumers are always on the lookout for good deals.
If you’re planning to launch a customer loyalty program for your e-commerce brand, you can also invest in its automation right away.
Which benefits does the automation of customer loyalty programs bring?
- Customers get a more personalized experience
- Loyalty points are awarded automatically
- Customer feedback is collected more seamlessly
Of course, the biggest perk is that you can automate any loyalty program, no matter its size and goal. For instance, Leia by Valeria, an e-commerce fine jewelry brand, has an automated customer loyalty program based on email subscription:
According to this loyalty program, once subscribed to the brand’s email, customers will automatically receive all the exclusive information firsthand, even before it goes public on the brand’s social media.
Brands also automate customer loyalty programs by creating apps. However, in this case, besides an automation tool, you’ll also have to invest in a team of developers who would maintain the app’s smooth performance. As you can see, there are plenty of possibilities depending on your budget and the size of your customer base.
2. Email Segmentation
One more point in favor of investing in eCommerce marketing automation is that it can help you improve email segmentation.
E-commerce brands acquire hundreds of leads a day, and eventually, it becomes impossible to segment them all manually. That’s why they invest in email marketing software that helps separate these leads into categories or segments according to various criteria:
- Demographics (age, gender, location)
- Psychographics (hobbies, needs)
- Purchase behaviors
- Communication behaviors
- Media use
How can the automation of email segmentation improve your e-commerce store revenue?
First and foremost, you’ll be able to make your emails more targeted with very little effort. For instance, if you segment your audience by gender, your customers will get more relevant product offers.
Here’s an example of an email intended only for the mail audience of the brand:
As a result, you’ll be able to retain your customers better and make them more interested in purchasing more of your products.
3. Re-Engaging Dormant Customers
Since we’ve started talking about emails and customer retention, let’s take a look at how email automation can help you wake up your dormant customers.
Re-engaging inactive customers is a usual activity in email marketing. However, depending on the size of your e-commerce brand, you might find it counterproductive to reactivate all your dormant customers manually.
Here’s where marketing automation enters the scene, and it doesn’t just help you send a standard follow-up email and call it a day. It tracks customer behavior and allows you to determine the best way to engage them.
Let’s say your customer checked out the page with a specific item of clothing, added it to the cart, but didn’t proceed to check out because the item was too pricy. Email automation can use this particular behavior to send a follow-up email once this item goes on sale, like in the example below:
This is a great example of how eCommerce marketing automation can increase store revenue. If you hit your dormant customers at the right time, you’ll be able to boost your sales and retain your customers in a meaningful way.
4. Automated Content Development
Content marketing is one of the most effective strategies, but, at the same time, it also requires a lot of time and sizeable investments.
Big e-commerce brands have entire content marketing teams working for them and developing different types of content to boost recognition and awareness on different platforms. For instance, Holo Taco, an e-commerce nail polish brand, has a team that develops content for Instagram and Twitter while also shooting tutorials for YouTube:
Your dedication to creating high-quality content directly impacts the size of your revenue. If you consistently nurture your leads and provide relevant content to your customers, you will be able to enjoy a fairly good ROI.
However, content marketing can become hard-to-execute if you have multiple channels to develop the content for. At this point, you can invest in eCommerce marketing automation to lift some weight off your content team’s shoulders.
For instance, if your blog is the main focus of your content marketing strategy, you could supply your content writers with tools from the best online essay writing services that include automated editors, proofreaders, and readability checkers.
Also, to help your team track the performance of each article on your blog. For instance, Ahrefs will allow your content team to track how many backlinks, referring domains, and organic traffic each article gets:
Such reports are generated automatically and regularly updated. Besides, you will also be able to track all your SEO efforts, not just the organic traffic delivered by your blog content.
One more area where you can apply eCommerce marketing automation is social media. There are multiple aspects of this strategy that can be automated, for instance, post scheduling, content calendars, and social media ads.
Should you invest in content marketing automation this year?
Absolutely yes. For instance, over the course of the pandemic, video content consumption has grown by 60%, and this percentage keeps increasing. Besides, the past year has shown that content is one of the most reliable ways of interacting with customers and keeping them engaged. Content marketing has proven its value and will definitely stay put in 2021 and beyond.
Don’t Miss Out and Invest in eCommerce Marketing Automation!
Marketing tech is developing rapidly, and your e-commerce brand needs to keep up with the pace. Investing in eCommerce marketing automation can help make your e-commerce business more competitive but also bring you more customers and boost brand awareness.
So, make sure you single out a separate budget for marketing automation. First and foremost, invest in what’s the most crucial – email marketing automation and content marketing automation, especially if you’re a young or indie e-commerce brand.
Once your e-commerce brand stands steady on its feet, you can also automate your customer loyalty program. It will help you make sure that your customers are always engaged and rewarded for staying with your brand.
Donald Fomby is a content writer and an editor. He also has a background in digital marketing and teaches content writing to the students on homework help websites, who also plan to connect their career path with marketing and PR.
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