As the owner of an e-commerce store, it can be challenging to build a relationship with your customers. After all, how do you build relationships if all interactions only take place online?
Understanding your customers is necessary if you aspire to be prosperous. The more you know about your customers, the simpler it is to make their experiences on your e-commerce store more positive and valuable.
But as the needs and behaviours of markets across the world continue to become more complex, some methods that worked before may not be as effective anymore. To build relationships with both potential and previous customers, using marketing automation is now a must.
Yet, far too many marketers become apprehensive as soon as this term is mentioned. They worry about pricing, the technical knowledge needed to set it up, and the process of relinquishing control over the emails you forward to automatic workflows.
Luckily, over the past couple of years, this marketing technology has continuously improved in functionality and accessibility, reducing most of the problems mentioned above.
Automated Marketing and Online Sales
Below are the specific ways automated marketing software can boost online sales and help your e-commerce site:
1. Follow up with customers who left their shopping carts full
Online shoppers abandon their shopping carts for many reasons. Maybe they weren’t ready to buy. Perhaps the product they chose wasn’t exactly what they were looking for. They found that the taxes and shipping charges were too much. Or that the checkout process was too long.
The first two issues can be quickly addressed with the right kind of marketing automation. Potential customers who abandoned their carts might be more inclined to buy if they, after a certain period, receive an email reminding them about these items.
Furthermore, you can choose to make these emails even more compelling by including related product recommendations. The reminder you send is an opportunity to present additional choices that may be more similar to what your potential customers were looking for.
2. Recruit new customers to become returning patrons
Once a customer has bought something from your online store, they are much more apt to return to perform another purchase. And because you already have their contact information, it is much easier to convince them to buy again than it is to encourage potential buyers to perform a first-time purchase.
Having a tool that automatically sends follow-up emails will help maintain the engagement of previously satisfied customers. On your emails, ask the customer for feedback on the purchased products, invite them to join a customer loyalty program, or provide a promotional offer for their next purchase.
Whatever route you opt to take, make sure you remember that your objective is to bring previous buyers back to your site.
3. Persuade inactive customers to return
Surprisingly, some people still don’t like shopping online. However, by utilizing marketing automation, you can still see potential in these customers.
For customers who haven’t visited your site or made a purchase in a while, sending outreach emails to “re-engage” them is an efficient way to say “hello” and remind them of your brand.
Perhaps this re-introduction message can include a promotional offer to incentivize another purchase. One important note is to segment these emails by purchased product category. Doing so ensures that you are making the promotions or message relevant to the recipient — further increasing the likelihood that they will return to your e-commerce store.
4. Enhance your email marketing campaigns
In this day and age, successful email marketing campaigns can only occur if your business has a segmented email list. Segmenting your email list makes it far easier to generate email content that is actually relevant to your contacts. Your automated marketing platform will help you streamline this process.
Your first step will be to outline the kinds of behaviour you tend to see in your customers and how you feel they should be segmented. From here, you can design workflows that automatically attach contacts to specific lists based on the behaviour you decided to pursue. By creating these dynamically segmented lists for your email marketing campaigns, you’re making sure each message is relevant, timely and personal for the target recipient.
The right marketing automation software will help boost your e-commerce sales with less work on your part. It can be a smart investment for your online business if you want to gain more customers, sales and profits.
Tomi Saikkonen is the Vice President of Liana Technologies, Middle East. Just like you Tomi is fascinated by the possibilities of digital marketing and technology. He actively seeks out ways to help businesses and organizations across industries to improve their digital marketing ROI.