Marketing automation is a strong tool that may help your e-commerce business increase revenue and client engagement. It can become a crucial tool to help you drive sales of high-demand products, especially during the coronavirus crisis, while also saving you a lot of time and human resources to perform these marketing initiatives.
This article goes over the advantages of marketing automation for online store owners in great depth. It also explains how you may get started with marketing automation in your company. Let’s start with an overview of what marketing automation entails.
What is marketing automation, and how does it work?
Your marketing operations should, in an ideal world, be tightly aligned with your sales objectives (albeit this isn’t always the case!). Marketing automation software allows you to combine your sales and marketing efforts.
It can help you turn cold leads into potential purchasers (warm leads), and then into paying customers, by streamlining and simplifying your lead creation procedures. Marketing automation also aids in the nurturing and retention of existing consumers, thereby increasing their lifetime value to your company.
Example case for marketing automation methods
Check out the sample below to understand how marketing automation could help your e-commerce business.
Let’s pretend that ‘Rachel’ runs an internet store that sells organic cosmetics and beauty goods. Rachel seeks a technique to get the attention of curious store patrons. So she creates a subscriber popup form to automatically gather email addresses or web push requests. It is visible to every customer who enters her establishment.
Rachel offers a free eBook with 25 cosmetic tips in exchange for signing up for marketing emails. She’s attempting to warm up cold leads by providing value.
Rachel then creates an automated welcome email for new subscribers to receive. Rachel discusses some of her best-selling products in this welcome email and offers the user a 25% discount on their first order.
Rachel examines the customer’s order to see what was purchased after a subscriber makes a purchase and becomes a customer. A face mask and organic hand cream were purchased by the customer. Rachel develops a division called ‘Skincare Prospects’ in her email list and adds the consumer to it.
Rachel is having a flash sale on her skincare line a month later. She now has a list of ‘Skincare Prospects,’ and she wants to persuade them to buy something. To promote the skincare offer, Rachel creates a series of automated marketing emails.
To encourage early interest, the first email is automatically sent out the day before the flash sale. On the morning of the sale, a second email is sent out, stating that supply is limited and including a countdown timer to create a sense of urgency. A third email with a countdown timer and the offer of free delivery is sent out a few hours before the sale closes. All of this happens on its own, while Rachel focuses on completing orders.
Rachel has a good possibility of selling a lot of things. She’s remarketing to warm leads, which are folks who have previously made a similar purchase. She’s utilising automated email flows to ensure that her messages arrive at the proper time – and she’s using her content to portray a sense of urgency. She’s even thrown up a bonus to sway the hasty shopper.
Features of marketing automation software
Some marketing automation capabilities (such list building and email flows) were mentioned earlier, but they’re addressed in greater depth here. You’ll also have a better understanding of other aspects you can come across while looking for marketing automation software.
List creation that is automated
One of the most effective ways to assist your e-commerce firm boost sales is to build a subscriber database. You’re effectively generating a tiny goldmine that many other online store owners would (and do) pay for: excellent leads, by gathering a list of prospective store visitors.
Once you’ve gotten a subscriber, you’ve got a lead on your hands; someone who might be interested in your items. When it comes to closing sales, finding leads is half the battle.
Marketing automation software allows you to capture interested prospects by displaying a signup form and then entering their information into a database. That may be a popup form that appears when someone enters or leaves your store. It might also be a subtle fly-out widget that sits in the corner of the screen and only appears when the icon is clicked.
Welcome to the world of automation and marketing funnels.
This form of automation is utilised to kick-start your relationship with subscribers. You can direct new subscribers to your best-selling products, give them a special discount on their first order, or explain your company’s objective to them.