eCommerce Marketing Automation

Automating processes to deliver amazing eCommerce results

What is eCommerce Marketing Automation?

Boring version: Marketing automation is the process of creating workflows, using certain ‘triggers’ to automatically deliver marketing messages or actions when triggered.

Less boring version: Marketing automation delivers marketing campaigns and converts visitors to customers, earning you revenue while you sleep. Oh, and it can up-sell, cross-sell, and get you more reviews.

How Does Marketing Automation Work?

The mechanics are pretty simple, really:

  1. Sign up to software to handle your marketing automate & integrate with your eCommerce site
  2. Define several ‘triggers’ (e.g. ‘visitor fills in a form’, or ‘visitor views a set web page’)
  3. Set what should happen when this condition is met (‘add user to list’ or ‘send user an email’).

The tricky part, though, is analysing your customer lists to stop actions that signify a level of importance great enough to warrant setting up an automation, and then testing various iterations of that automation over time to get the best results.

More Marketing Automation Examples?

No probs! For example, automations can:

  • Recover sales that would otherwise be lost (abandoned cart automations)
  • Increase sales based on user activity (I visit a product on your site but don’t buy, I get an email with 5% ot 10% off that product)
    • If you don’t have my email, I start to see banners on Facebook for that product – again, with 5% to 10% off.
  • Cross-sell – I bought a rucksack that 5 days ago, and I start to get emails offering accessories for that rucksack (attachments etc) – with a % off code if I buy in the next 48hrs)
  • Educate & convert – I view two products on your site from competing brands, I get an email 30mins later with a link to a post about the differences between the brands & where each is best used. On the post there’s an offer of x% off either product and a link to call to discuss if I need advice.

… And these are just a few generic, basic examples!

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