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Simplifying Marketing Automation for your E-commerce Business

By Team #ARM Worldwide
April 23, 2021

Marketing automation in today’s customer-led, dynamic environment can fasten up GTM and refine efficiency, allowing businesses to utilise time for improving their growth. 64% of leading E-commerce businesses say that integrating marketing automation has contributed to more sales. By uniting E-commerce with marketing automation, you get the benefits of creating a sophisticated shopping experience with the ability to generate marketing campaigns that are custom-tailored to your audience. Here’s how your E-commerce business can incorporate automation tactics to achieve its revenue and business goals in 2021:

Elevate your CRM Platform

Customer Relationship Management is a robust technique for managing the 'data' to communicate with your customers and prospects. That data combined with automated CRM follow-ups will keep your contact list developing and advancing. Offer fair exchange to people such as free newsletters and infomercials to grow your list and convert them into your loyal customers & subscribers. Capture data other than the absolute basics such as email, number, etc., to study emerging patterns and grow a rich CRM platform for effective marketing control over your E-commerce business. A lead magnet is a gated block of value. To open this ‘gate’ and gain access to the lead magnet, visitors must first submit their information. Use these in the form of coupons, discounts, etc., to get a higher, more targeted percentage of your traffic onto your contact list.

Effective Segmentation of Contacts

Group your contacts based on their actions, characteristics and buying behaviour. Generate more sales implementing segmentation since you target them at moments they’re most likely to purchase. Produce broad lists that segment based on a contact’s status - newsletter subscriber, active, non-customer, etc. Tag them based on time-sensitive attributes like event attendee, product interest, or loyalty program member. Use custom fields (favourite colour, social media handles, etc.) to fill in contact info in your personalised email content, building customer loyalty while still automating your campaigns. Execute behaviour-triggered automation to tailor customer experience and engage personally by providing better recommendations and customised contest offers.

Trigger Dynamic Workflow Processes

By automating workflow in business processes, you eliminate human intervention, increase ROI and save time, resources and costs spent. You can also streamline your E-commerce operations, increase overall efficiency, and improve productivity. By introducing automation solutions, you can identify weak points in operations like repetitive tasks, bottlenecks in your daily workflows that damage your productivity that can be ironed out. Define business goals and set KPIs, checks and balances to integrate with tools to pull valuable data and work seamlessly with the existing business information. Track the performance of automation and test the impact of solutions. Remember that ‘measurement’ is the key to make sure you are not wasting efforts and assessing if the changes made in your business operations have helped you to achieve your stated goals.

Nurture Through Lead Scoring

Assign scores to your contacts that evaluate and indicate their conversion potential or their interest in your business. This score can be utilised to qualify leads for marketing messages & sales outreach. The better the lead scoring, the better your content layout becomes. Map out your buyer journey, then push custom content and allocate scores based on their advancements in actions and events. Later, dynamically segment your lists using lead scoring. Follow up with welcome emails for people who signed up recently, special offer emails for those who are on the fence, new product updates/ announcements for known buyers, etc. Research shows that 68% of successful marketers cite lead scoring based on content and engagement as the most effective method for improving revenue.

Recover Abandoned Carts Losses

Abandoned cart automation reaches out to contacts automatically who abandon their carts to increase sales, reminds them of the products they have picked and strengthens customer loyalty. Trigger FOMO through emails to let customers know that a specific item is low in stock. Use personalised copies, clear CTAs using high-friction words (free shipping, return to cart, etc.) to recover lost sales. Combine persuasion tactics, urgency, and social proof. Include convincing star ratings, positive customer reviews, and other visual symbols of social proof that readers instantly recognise in your automated content push outs. Research shows that over 75% of people abandon their carts online. Abandoned cart emails have a nearly 45% open rate, making them the most effective E-commerce marketing automation to use. As an E-commerce business, you have plenty of competition. But when you blend marketing automation and E-commerce together, you will be able to market to your audience without spending your time working in the thick of it and rising above all the competitors. It also enhances the customer experience by uncovering events for personalisation & optimisation, designing a tailored and unique experience for each customer, thereby improving engagement and boosting your sales. Related Article : Everyday Tactics for E-Commerce Marketing