How Can Ecommerce Sellers Improve ROI?
How ecommerce retailers can use marketing automation
Marketing automation for e-commerce
Acquiring and converting leads is a top priority for an e-commerce store. Without driving traffic to your website, you might as well not exist in the first place. Because of this, many ecommerce retailers work hard to attract a loyal audience of shoppers who keep buying. You want your customers to recognize your brand, whether they're browsing Facebook, Google, or social media. Multi-channel marketing is essential, but without marketing automation it can seem like an almost impossible task to be everywhere at once.
Today, 51% of high performing marketers implement marketing automation software into their marketing strategy (emailmonday). 44% say they will increase the way they use marketing automation on ecommerce platforms like Amazon (Third Door Media) within the next 12 months if they specifically target online retailers .
With that in mind, ecommerce merchants need to start implementing marketing automation, and now it's easier than ever. To get you started, here's how to automate the customer experience and get your online shoppers to visit your website more often.
Automate the customer journey
The customer journey puts the customer experience at the center of your thinking. By focusing on the journey, you can determine each customer touch point with your e-commerce business and focus on the most valuable experiences.
With the software for visual marketing automation you can map, design and optimize the experience of your customers. That way, you have a higher chance of attracting returning and loyal buyers.
Here are ways you can connect the dots of your customers' online experience and plan their trip:
- Measure engagement: Use a tracking code to turn "unknown" customers into "known" customers when they take an action on your website. For example, by clicking on a sales item or browsing multiple landing pages, you can determine what type of customer it is.
- Automate promotions: When a buyer visits your pricing page, automate a proactive heads-up message to offer them a discount.
- Retain first-time buyers: Encourage new visitors to sign up for your newsletter and send them a weekly product update.
- Acquire customers on social media: For shoppers who have visited your website, make them aware of your products with targeted Facebook and Google ads.
Segment your customers
Now that you've mapped the customer experience, you can move on to customer segmentation and start personalizing your messages. With customer segmentation, marketers can build positive relationships with their customers and increase sales. Almost 80% of the ROI comes from the segmentation of customers and their funneling into targeted and triggered campaigns (DMA).
Customers respond well to messages related to them. But don't just believe our word, but also that of your customers. Over 70% of customers say they are frustrated with general, non-targeted messages. That's a lot of frustration! But all of this can be fixed with a few simple tweaks, starting with customer segmentation.
In traditional marketing, customer segmentation would require you to manually group each customer into specific lists. Fortunately, with marketing automation, you only need to set the criteria once and the rest is historically automated.
Identify paying customers
Create a master list of paying customers by synchronizing their invoice records and payment details from your CRM with the autopilot. By synchronizing this data, you can:
- Respond to previous customers and encourage them to make a repeat purchase.
- Ask repeaters for feedback, ratings, and recommendations.
- School, up and cross-selle active customers
- Proactive dialogue with customers who want to buy elsewhere.
Segment hot leads:
Depending on how you qualify leads, you can use the Autopilot's Smart Segment Integration to prioritize contacts that meet certain criteria. With this integration you can:
- Assign a lead to your sales team.
- Direct customer contact
- Send your customers a limited time offer.
- Schedule a product demo
Targeted by location:
By segmenting your customers according to their location, you can start your very own location-based marketing strategy. Here are some strategies you can use:
- Send promotions to a geographic group of customers.
- Address specific customers with holiday offers
- Offer your customers free shipping to the right place.
Send personalized messages
Once you've segmented your customers, you can deliver personalized messages and content that resonates. According to the Aberdeen Group, personalized email messages can improve your click through rate by up to 14% and your conversion rate by up to 10%.
The welcome email is the first personalized message to focus on. The first welcome email opens the door to a direct channel of communication. As soon as a customer signs up for your newsletter, you have the opportunity to provide them with new products and promotions.
You should note that a welcome email receives four times as many opens and five times as many clicks as promotional emails (Experian). So it's safe to say that adding a personal touch to your welcome message is an essential part of your email marketing strategy.
Generic messaging like "Hello Shopper" is not the best way to greet your customers. So here are some strategies to avoid generic messages and automate personalization:
- Welcome your customers: Welcome customers to your online store by sending an email welcoming them by name and sending them content according to their needs. Marketing automation software allows you to personalize variables in your welcome email, such as name, reply to email, links, and body content.
- Interactive registrations: Send your customers a product discount. This is your way of saying “thank you” in person to customers who visit your ecommerce store.
- Set expectations: Whether your email is sent weekly or monthly, make sure you keep your customers informed. You can then schedule your emails to be delivered via a customer trip.
- Send targeted content: First impressions last, so don't advertise women's clothing to male customers in your first email. Submit your new customer-relevant content or ask them what they like. Record their interests with a form so you know what to send next.
- Tell your story: Do you donate to charity? Does your company have a mascot? Is your CEO a thought leader? The welcome email is your chance to strengthen your brand's personality. Humanize your company and tell your customers exactly what sets you apart from the competition.
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