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A comprehensive guide to ecommerce marketing automation

A comprehensive guide to ecommerce marketing automation

Ecommerce has gotten highly competitive, especially with new and new players entering the market. Hence, if you want to stay afloat amidst the competition, then you need to implement marketing automation.

B2C companies need to look after many aspects – prospecting, advertising, branding, product sales, and nurturing. And all these steps can be automated using marketing automation. 

Moreover, using marketing automation software can also help you in streamlining your entire business process and scale your revenue.

What is ecommerce marketing automation?

Ecommerce marketing automation helps businesses automate their marketing tasks and workflows. This can include anything from email marketing to social media campaigns to targeted ads.

There are a number of different ecommerce marketing automation platforms out there, each with its own set of features.

But they all have one thing in common – they’re designed to help ecommerce businesses streamline their marketing efforts and achieve better results.

So, if you’re looking to boost your ecommerce business, you certainly need to consider implementing ecommerce marketing automation.

However, it’s important to note that ecommerce marketing automation is not a silver bullet. It’s still important to have a well-thought-out marketing strategy in place before you start using automation tools.

Benefits of ecommerce marketing automation

When it comes to using marketing automation software for an ecommerce platform, you’ll find a plethora of benefits that can take your business to the next level.

Benefits of e-commerce marketing automation

And in this section, we’ve explained a few top and effective benefits of ecommerce marketing automation that can help you grow your business.

1. Eliminates manual errors

When you’re executing your tasks manually, mistakes and errors are bound to happen. However, by implementing ecommerce marketing automation, you can eliminate manual errors and ensure that your campaigns are always running smoothly.

So, by implementing marketing automation, you’ll be able to save time, reduce errors, and streamline your marketing workflows.

2. Improved targeting

Another key benefit of implementing automation in your ecommerce business is that it allows you to target specific customer groups with more precision. 

You can segment your email list, create groups of audiences with different demographics and interests and send them personalized targeted emails.

This means that you can create campaigns that are relevant to your customers’ interests and needs – helping you convert more leads and drive more sales.

3. Time-saving

Perhaps one of the biggest benefits of automating your marketing process is that it can help you save time and streamline your marketing efforts.

With tools that automate email campaigns, social media posts, abandoned cart notifications, and other marketing tasks, you’ll be able to spend less time on manual work and more time on strategic activities that will grow your business.

4. Increased average order value

Another great benefit of ecommerce marketing automation is that it can help you increase your average order value. 

By using automation tools to send targeted upsell and cross-sell offers, you can encourage customers to add more items to their cart and spend more with each purchase.

Average order value

This can significantly impact your bottom line and help you grow your ecommerce business over time. 

Moreover, ecommerce marketing automation can help you optimize your campaigns in real-time and improve your results across the board.  

Whether you’re looking to boost sales, increase brand awareness, or drive more traffic to your store, marketing automation tools have the potential to get you there.

5. Improves engagement

Ecommerce marketing automation can also help improve engagement and conversions by automatically sending targeted content to leads and customers. Since owning a business means staying in touch with customers and other businesses daily, you should consider investing in efficient, affordable platforms like Constant Contact or some other great Constant Contact alternatives that can automate your email scheduling, followups, replies, etc.

By sending targeted emails at the right time to your audience, you can keep them engaged with your brand and increase the likelihood that they’ll make a purchase from your store.

6. Nurture customers

With ecommerce marketing automation, you can also nurture your leads by having consistent engagement which can also help you nurture leads and customers over time.

By using automated tools to send educational content, special offers, or other material, you can build stronger relationships with your audience and increase the likelihood that they’ll make a purchase from your store in the future.

How can ecommerce companies use marketing automation?

If you’re still wondering whether using an ecommerce marketing automation platform will help you scale your business process, then here’s how you can use automation to create different strategies –

1. Abandoned cart rescue emails

Oftentimes, customers get distracted and leave your website after adding the items to the cart, despite having an intention to make a purchase. In fact, an average of 69% of online cart is being abandoned by users.

In such a situation, you can implement automation and send them abandoned cart rescue emails to re-capture their attention.

Source

These types of automated emails are easy to set up and can help you drive more sales from your ecommerce store.

2. Welcome emails

Another common ecommerce marketing automation tactic is to use automated welcome emails.

These are sent to new subscribers or customers when they first sign up for your newsletter or make a purchase from your store. 

Welcome email
Source

Welcome emails are a great way to introduce yourself and your brand and can help you build strong relationships with your audience from the start and collect customer data as well.

3. Personalized emails

Personalized emails are the best way for engaging with your prospects and customers. You can send dynamic and highly-targeted emails based on your prospect’s behavior and interests. 

Personalized email
Source

This type of email can help you close the deal and convert more customers to your ecommerce site.

Regardless of your ecommerce marketing goals, marketing automation can help you achieve them. Whether you’re looking to boost sales, increase brand awareness, or drive more traffic to your store, these powerful tools have the potential to get you there.

4. Win-back campaigns

Ecommerce marketing automation can also help you win back customers who haven’t interacted with your brand in a while.

By sending automated emails with special offers or other targeted content, you can re-engage these customers and encourage them to do business with you again.

Win back campaigns can be a powerful ecommerce marketing tool, so be sure to take advantage of them if you want to grow your ecommerce business. 

5. Real-time communications

Ecommerce companies can also use marketing automation tools to facilitate real-time communications and stay connected with the audience at all times.

Whether you want to respond quickly to customer feedback, address customer questions and concerns, or provide personalized support to your customers, ecommerce marketing automation tools make it easy. 

For example, you can create an automated email workflow that shoots an email right when your user takes an action on the website. With real-time communications, ecommerce companies can provide a better customer experience and increase the likelihood that customers will continue doing business with them.

6. Contact base segmentations

One of the most important aspects of ecommerce marketing automation is segmentation. By dividing your contact base into groups, you can send more targeted and relevant automated emails.

For example, you might segment your contact base by purchase history, product interest, or geographical location. By sending automated emails that are tailored to each segment, you can increase your chances of success.

Contact base segmentation
Source

Ecommerce marketing automation can help you boost sales, increase brand awareness, and drive more traffic to your store. When used correctly, these powerful tools can take your ecommerce business to the next level.

Best practices for ecommerce marketing automation

Once you have implemented automation in your ecommerce business, you need to start using effective best practices to ensure that you can create effective campaigns.

Best Practices for Ecommerce Marketing Automation

1. Define your goals and objectives upfront

Before you start using ecommerce marketing automation, it’s important to clearly define your goals and objectives so that you have a clear picture of what you’re trying to achieve.

This will help you determine which tools are best suited for your needs, as well as how you can optimize and measure your campaigns to ensure that they are delivering results.

2. Use segmentation to target specific customer groups

One of the key benefits of ecommerce marketing automation is its ability to help you create targeted, personalized campaigns for different customer segments.

For example, if you have an ecommerce store that sells clothing, you might choose to use ecommerce marketing automation to create separate campaigns for men’s, women’s, and children’s clothing.

This way, you can ensure that each campaign is relevant to the target customer group and more likely to result in a sale.

3. Automate your email marketing

Email marketing is one of the most common automated tasks in ecommerce marketing. And with good reason – it’s one of the most effective ways to reach customers and drive sales. 

By using ecommerce marketing automation tools, you can create automated email workflows that send timely, personalized emails at exactly the right moment. 

Whether it’s a welcome message for new subscribers or an abandoned cart reminder for customers who haven’t completed their purchase.

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Common ecommerce marketing automation mistakes to avoid

While executing any marketing automation process, you need to be very cautious. One error and all your efforts will be in vain. Therefore, here I’ve listed down the top 6 mistakes that every marketer needs to avoid.

Ecommerce marketing automation mistakes

1. Not coming up with a cohesive plan  

When ecommerce entrepreneurs first start using marketing automation, they often make the mistake of not coming up with a cohesive plan. 

They might set up a few automated emails and call it a day. Or, they might automate their social media posts but not their email marketing.

If you want to get the most out of ecommerce marketing automation, it’s important to have a cohesive plan that includes all aspects of your marketing. 

2. Not personalizing their emails

Another common mistake ecommerce entrepreneurs make is not personalizing their automated emails. 

Your subscribers and customers are bombarded with generic emails every day, so it’s important to stand out from the crowd by personalizing your automated emails. 

Include the customer’s name in the subject line and body of the email, and make sure the content of the email is relevant to their interests. 

3. Not measuring their results

Not measuring your performance will only lead to more unsuccessful campaigns.

Therefore, to see what’s working and what’s not, it’s important to track your ecommerce marketing automation results. Look at your open and click-through rates, unsubscribe rates, and conversion rates.

By measuring your results, you can make adjustments to your ecommerce marketing automation strategy and improve your chances of success. 

4. Not utilizing the campaign data

One of the biggest ecommerce marketing automation mistakes that entrepreneurs often make is failing to fully leverage the data analytics available.

While it can be tempting to dive right in and start sending out emails, ecommerce marketers should take time to analyze their campaign results and learn from them. By using this data to inform your ecommerce marketing strategy, you can make sure that your campaigns are more successful.

5. Not focusing on a customer retention plan

Another ecommerce marketing automation mistake is failing to focus on customer retention. With ecommerce marketing automation, you can easily set up campaigns that will keep your customers coming back for more.

For example, you can create an automated email campaign that offers a discount to customers who haven’t made a purchase in a while. Or, you can send out automated emails to congratulate customers when they reach certain milestones. 

If you want to see long-term success in ecommerce, it’s crucial to focus on customer retention and loyalty. With ecommerce marketing automation, this is easier than ever before. 

6. Executing impersonal campaigns 

When ecommerce entrepreneurs first start using marketing automation, they often make the mistake of executing impersonal campaigns.

For example, they might send out automated emails that are clearly mass-produced and lack any personal touch. Or, they might run ads that are not targeted to their specific audience. 

If you want your ecommerce marketing automation campaigns to be successful, it’s important to focus on creating personal and targeted campaigns.

This means taking the time to get to know your audience and crafting messages that are tailored specifically for them.

Conclusion

Marketing automation is a powerful tool that can help ecommerce businesses increase sales and grow their customer base.

By implementing marketing automation, businesses can save time and money while reaching more customers with automated emails, ads, and other marketing content.

Jainy Patel

Being an ardent reader and content editor, Jainy draws inspiration from every situation and story. She spends her time developing creative content to invoke the reader's interest. An ambivert with an interest in art, when she's not writing, you'll find her reading or occupied in a creative project.

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