Do you run an online store and want to sell more? We have a solution for you! Use Marketing Automation and achieve your goals without burning through your budget. Wondering how you can use marketing automation tools in e-commerce? Read about 5 marketing strategies to increase sales.
Personalize product recommendations
Among other things, marketing automation allows you to display different products in recommendation frames, depending on the interests and activities performed by the customer. This increases the likelihood of interest in your offer and purchase. Personalized recommendations can also be added in dynamically changing email content. Without personalization, you will lose many customers and may even permanently alienate them from your brand.
Imagine you want to buy running shoes, and you keep getting recommendations for elegant footwear in your messages. You’ll probably turn a blind eye a few times and continue searching for the perfect deal, but when some other company sends an ad for new athletic shoes, and available in your sizes, you’ll surely abandon that store and stock up on a new pair where they take care of your needs. Personalized recommendations attract new customers and effectively encourage them to add more items to their shopping cart.
In iPresso, you can additionally integrate recommendation frames with Vertex AI. The AI will suggest specific products based on the customer’s recent activity, predicting related goods that may appeal to the customer. This integration also allows you to display to the customer the products he or she has bought recently (for example, regularly purchased cosmetics). In this way, two people will be shown quite different recommendations, more tailored to individual preferences.
Recovering abandoned shopping carts
Aborted processes are a sore point for any e-commerce site. It’s a fairly common occurrence that can’t be completely reduced, but there are a few ways to get a potential customer back. With marketing automation, you can turn some of the abandoned shopping carts into completed transactions. All you need to do is use MA scenarios and set up automatic sending of reminders about the aborted process to all those who eventually left the online store without completing the purchase.
Some people won’t stock up on products until they get a coupon or a personalized message with a promotion, so keep that in mind. In iPresso, you will generate unique discount coupons that you will send through a personalized SMS or email message, such as: “Anna, come back to us! Finish your order with code: XYZ2532025 and get your dream products 10% off!”.
Of course, you also can’t be pushy in trying to convince recipients to take advantage of your offers, and if someone doesn’t read all emails or text messages, it’s not worth it to get such a customer at all costs.
Lead nurturing
Someone who has already shown initial interest and is in contact with your company should feel properly taken care of and important, which is why marketing automation helps to communicate at different stages of the purchase path. It’s important to gradually communicate differentiated knowledge appropriately tailored to the recipient. For example, you are unlikely to encourage a person who has so much as created an account by inviting him or her to a presentation lasting about two hours, where you show the latest premium collection. The recipient then has to spend a lot of time and specially come to the designated place, and at the initial stage he won’t even be sure whether the offers will interest him and which categories are best suited to his needs.
Encourage new users through short content, video, social media graphics and interactive content. Develop a relationship with your customers and use omnichannel communications to deliver consistent information regardless of the communication channels you choose. In iPresso, you can automatically assign points to contacts from your database for specific actions (such as clicking on a blog link or signing up for a newsletter) and, through scoring, highlight only those who show the most interest and are likely to make a purchase.
Use of several communication channels
Nowadays it is difficult to choose one effective channel through which you will send all the most important information to the recipient. Some customers prefer two-way WhatsApp communication, others are faithful to SMS. Increasingly, companies are opting for multichannel or omnichannel communication and tailoring messaging through several channels. A multichannel strategy involves contacting the user through various forms of communication that operate independently of each other. The communication channels are not integrated, so the information provided may vary. Multichannel will work best for companies that want to reach many different audiences, but do not care about flexibility.
Currently, a customer usually expects consistency and exactly the same information regardless of whether he or she watched a commercial on TV, read an email promoting a new collection, or went to a store and saw a large banner with promotions. In an omnichannel strategy, all online and offline channels are integrated with each other, so the recipient can click on a link he got in an email and browse the offer in an online store, then compare similar products in an app and go to a stationary store to finally make a purchase there. Implementing an omnichannel strategy requires analyzing customer needs and, based on this, making the correct integration of different channels. In omnichannel, personalization and selection of communication channels according to the recipient’s preferences play an important role. Marketing automation makes it possible to implement omnichannel seamlessly and build a long-term relationship with the customer.
Launching a loyalty program
You can create a loyalty program with points for orders made. This is an effective strategy especially if you have an extensive contact base with many loyal customers. For the most engaged, you will send personalized discount codes, which you will generate in iPresso in a few moments. Will someone’s account points expire in a few days? Send a short message with a reminder and specifying how many points are missing to collect another discount on the order.
Marketing automation also allows you to appreciate those who are the most loyal shoppers in your online store. Someone already registered for a loyalty program five years ago? A personalized email with a discount code created specifically for such a person is sure to get them to order more. You can additionally include a recommendation of products similar to those that usually land in the shopping cart, or encourage them to browse related categories. If you see that the loyalty program is not very popular, it is best to advertise it to your contacts and send a text message to everyone who has recently shopped.
Summary
The right strategies are the key to success in e-commerce and the ability to increase sales effortlessly. We hope that thanks to this article you already know how important a role Marketing Automation plays in e-commerce.
Would you like to learn more about the various tools that can help you increase sales in your online store. Just click here and give us some of the most important information, and our experts will immediately contact you and help you select the right functionalities.
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