Marketing automation is a dynamically developing technology, which is more and more often used by marketers and sales representatives of companies from many industries. Giving the opportunity to conduct effective and advanced advertising campaigns, it allows to more effectively collect data, reach potential customers, and as a result gain leads and stimulate online sales. Let’s take a closer look at the key applications of marketing automation in e-commerce!
Effective and personalized e-mail communication is a key task for marketing automation. The system segments users by adding them to specific groups based on the activity within the site – what products they have viewed and bought, when they last visited the store and how much time they spent there. With this knowledge, we can, for example, send a mailing to people interested in dog accessories to advertise collars or leash for those animals, rather than directing them towards cat products. Segmentation should also be used to send a newsletter with information about new products or sales of products from a given category.
Thanks to automation, it is possible to award customers points for specific actions they have taken on the website. This, in turn, allows for the separation of the most strongly engaged group, and thus – the most susceptible to the use of our products and services. Knowing customer engagement, we can create effective messages – different for the so-called hot leads, i.e. people already ready to shop, and different for those who have visited the very subpage with contact with the shop. Let us not forget about the use of scoring in the context of keeping loyal customers and activating them to repeat purchases.
This is not the end of marketing automation applications in e-commerce. Another one is the recovery of abandoned baskets, which are a common phenomenon in many online shops. When a customer adds products to a shopping basket but does not finish shopping, basket saving campaigns come in with help. Their goal is to lead to the finalization of the order by sending the customer a message with a reminder of the abandoned shopping basket. An additional encouragement to complete the order can be a discount code or free delivery.
The knowledge gathered with marketing automation tools can also be used to create dynamic advertising content. Let’s imagine a situation in which a shop user has already browsed through products from the category of dog accessories. So, we know that as a dog owner, he will be interested in a personalized offer for these animals. Preparation of tailored graphics significantly increases the possibility of cross-selling, i.e. sales of related products. In this case, a customer interested in buying dog food should also be recommended to buy delicacies or toys for these animals.
Last but not least, post-sales communication. Did the customer make a purchase in your online shop? That’s great! However, marketing does not end when the order is finalized. Instead of manually sending standard information about each stage of its implementation, it is better to set up an automatic communication scenario. This not only saves time, but also allows you to build unconventional creations. Campaigns of this type can include advice on the use of the purchased product or a request for review, which will increase the credibility of the shop in the eyes of future potential customers.
