You’ve got the e-commerce store, everything is laid out nicely, the mechanics and customer experience is good, it feels like all the boxes are ticked. But you know it could be better. If only you could segment customers for targeted marketing, deal with those abandoned carts, make some product recommendations, maybe even fully integrate all the shop sale data with triggered email campaigns rather than responding manually.
Marketing automation is critical for promoting your brand, creating deep customer connections, and generating sales. It’s at the heart of our TractionNext platform.
The opportunities provided by e-commerce systems have changed consumer behaviour forever. Whether you’re a brand selling directly; a bricks ‘n mortar player providing digital options; or a just a purely online store, your e-commerce solution has got to be integrated with your marketing automation platform or you are losing opportunities.
You simply cannot manually respond to every buyer who shows some interest.
Smart marketing automation software can mine data about your buyers. This includes mapping their behaviour patterns and trigger automated responses with relevant content such as fresh offers to move them along your sales funnel towards conversion.
The better your software integration the higher your conversion rates.
Using e-commerce data for relevant marketing campaigns
Marketing success relies on being relevant to the customer. I’m not buying the fresh new line of pastel coloured Unicorn t-shirts if my purchase history shows t-shirts with skulls that come in Black or Dark Black.
At Traction Digital we have always championed best practices in marketing automation. Our customers continually hear from us about the importance of using automation software to better understand their own customers.
Your e-commerce platform provides tremendous opportunities beyond the initial sale. Mining the customer data and marrying it to a martech platform can nurture and extend that relationship with a customer to generate ongoing sales.
Automatic email campaigns
At the heart of marketing automation is automation itself. Email campaigns are cost effective and remain one of the highest performing marketing channels for generating sales because it can be automated.
Automated email campaigns can be triggered by a range of simple and complex customer behaviours. A sophisticated marketing automation platform can customise responses for thousands of scenarios including thanking customers, welcoming new customers, order tracking sequences, recommendations, exclusive offers, new offers, birthday greetings (with yet more offers), frequently asked questions. The list is endless.
However it must be relevant to the customer. The data initially provided by the customer and the behaviour they subsequently exhibit must inform your interactions with them.
Customised content for your customer
Powerful e-commerce platforms such as Neto or Shopify provide useful insight into your customer’s behaviour. Knowing where they have come from – whether it’s a social ad, google ad, organic search – and what actions they take after hitting your landing page is critical information if you use it properly.
Marketing automation platforms let you customise messages, offers, infographics, newsletters and other dynamically generated content that is relevant to a customer’s profile.
Content can be triggered based on the parameters set for where the customer is in the buying cycle. Customised messages can also be created for different channels such as social pages, landing pages, or special email offers.
Bringing your e-commerce data into a marketing automation platform can synch the buying behaviours and customer details to create relevant campaigns that customers love.[/vc_column_text][vc_custom_heading][vc_column_text]Data and analytics are widely considered by C-level managers to be the key to growth, according to Forbes, yet most companies admit they could be doing more with what they have.
When e-commerce systems are integrated with marketing automation, that data can analysed for actionable insights. Opportunities and threats can be assessed from a real-time single-view dashboard. Customisable reports can be generated that scoop up information from contact centres, help desks, customer behaviour, category trends, internal response times.
A change in business circumstances can be identified and actioned from these performance indicators. Launching a relevant and targeted campaign as a strategic response to real time performance indicators could radically change quarterly earnings.
For example, if there was a gigantic surplus of those pastel coloured Unicorn t-shirts, separate email campaigns could be sent to different customers.
I might get an email campaign that cheekily acknowledges Unicorn t-shirts aren’t normally my thing while appealing to my gift-giving spirit for friends and relatives; or my sense of irony that dares me to be incongruent; or my sense of mischief in suggesting it would pretty funny to send it a death metal loving mate. The content is limited only by imagination.
While another targeted campaign could be sent to people who match data sets and buyers’ history of loving pastel colours, Unicorns or similar. Let’s face it, if you like Unicorns, it’s not a stretch that you also like Dolphins. If you bought the Dolphin T-shirt, high chance you want to know about the new Unicorn T-Shirt.
Marketing automation makes use of the data in your e-commerce system to provide personalised campaigns that engage customers with relevant content and grow sales.
Improve customer service for more revenue
Integrating e-commerce with marketing automation is more than just good practise that saves time and improves productivity.
It provides a critical customer service link that improves revenue.
Customer service can face problems with automation software. Automation isn’t meant to remove the humanity. Customers get frustrated dealing with impersonal machines. When that frustration is publicly vented, your brand cops it.
Research shows that by 2020 customer service will eclipse price and product as the top issue for customers in deciding where to spend.
Further studies show that 54 per cent of customers will share bad experiences with at least 5 people. This makes integration of your e-commerce systems critical. Multiple channels need to be talking to one another to ensure staff are alerted to times where personal help is needed, and that social channels are equipped with help options when customers are looking.
These integrated systems ensure that brand credibility remains strong for customers, which ensures their ongoing loyalty.
Put simply, not integrating your e-commerce with marketing automation is costing you sales. Once the systems are integrated, targeted email and SMS campaigns can be sent to e-commerce contacts to help boost your online sales.
When e-commerce systems are integrated with marketing automation, the data can be used to:
- Gauge the spending behaviour of customers
- Segment customers based on this data
- Generate product recommendation content and offers
- Engage customers through relevant campaigns
- Track revenues and conversion rates from enhanced customer engagement
- Trigger Abandoned Carts email sequences to re-engage customers