What role will marketing automation play in eCommerce? Online marketing has evolved a lot over the last two decades, and it’s becoming even more essential as more and more customers gain access to smartphones. Building a marketing automation strategy that works for you, and your customers are important to gain more customers, retain the ones you already have.
Customer retention is paramount in today’s digital economy, with over 50% of consumers suggesting that they would interact with a company again after only one positive experience. At the same time, you also need to be fostering new leads, segmenting those same leads, and personalizing the experience to engage with potential (and existing) customers across every channel.
Here are 5 Best Practices for eCommerce Marketing Automation
1. Segment Your Customers
It’s true what they say, no 2 customers are exactly the same. Depending on what your selling, a customer can fall on a broad spectrum.
MailChimp’s data on segmentation makes a comprehensive picture of how segmenting your customers can lead to better results.
Using marketing automation, you can effectively segment customers in order to have them convert at the right time. By doing so, you can create better marketing campaigns, understand your customers better, and plan accordingly.
2. Personalize Your Site
Customers love browsing websites that have stored information about them and display content that’s relevant to them. According to Invesp, 53% of online shoppers find customization to be super valuable and influential in their buying decisions.
With that in mind, how does marketing automation make your site more personal for your average visitor?
It starts with finding where your customer stands on the customer journey. Once you find that, you can provide them with the information along the way that matches those steps. You can offer them relevant products, additional services, or ask them for some feedback.
3. Improve Customer Satisfaction
Conversations around marketing automation typically revolve around gathering new leads and push them to conversion. But we cannot discount the efficacy of automation in nurturing current customers and fostering relationships with them.
Marketing Automation can help build better relationships with customers. Whether it is assisting them with their order inquiries, customer service issues, or anything else – it can help build a fuller, better, and more comprehensive omnichannel experience.
According to Aspect Software, an effective omnichannel experience can results in 91% greater customer retention (year-over-year) for companies, compared to those who do not.
4. Social Media and Chatbots
Another great frontier in marketing automation is the use of chatbots to improve customer experience. Build a chatbot to answer customer queries, regularly engage with customers, and send out weekly updates. This will bring more customers back to your website, and increase their visit duration.
According to Drift, 34% of users use a chatbot in order to get access to a “human” representative. This means that chatbots go beyond simple inquiries, and actually nurture the path to converting a lead.
Chatbots solve common a problem and pain point for eCommerce sites: bounce rates. By making it easier to guide someone to the right content, it becomes less likely that users will become frustrated and click away.
5. Gain Valuable Feedback
One of the best benefits of using marketing automation is that it can help you get valuable feedback from your consumers. This is one of the most beneficial things you can do to consistently improve your eCommerce business.
Use automated campaigns to get feedback from specific customer segments. Tools like Promoter.io can help you automate the process of collecting NPS scores and then sorting your customers into categories such as promoters, passives, and detractors. Intercom is also great for automating the process of collecting conversation ratings and improving your team’s performance.