Many marketers actually forget that customer acquisition isn’t the only way to grow their online business. If you really want to make the most of your marketing budget and grow your eCommerce revenue and conversions, you’ve to start by converting more leads, getting more purchases from existing customers, and boosting your CLV.
So how do you do that? With marketing automation tools. Here’s how you can effortlessly implement these tactics into your existing strategy.
Marketing Automation Workflows to Skyrocket Your Ecommerce Conversions
1. Customer onboarding
Love, at first sight, only happens in the movies. But between a brand and a consumer? Hardly ever.
Unless you are selling something people fall instantly in love with (like iPhones), you’ve to make an effort to stay in their minds and be remembered.
The best way to do just this is to make a lasting impression from the get-go. Capture customers’ attention and generate interest, from their first interaction with your brand.
Welcome email campaigns make it easy.
You can use them to:
• Confirm contacts are now signed up.
• Thank people who take the time to subscribe.
• Say a few words about your brand or offer.
• Direct customers to your most popular products or categories.
Did you know, welcome emails generate up to 4 times as many opens and clicks as other marketing messages!
2. Lead qualifying
Not all customers are the same. There are some who will buy from you regularly, even when you don’t offer any discounts. Others will join your email list and never open an email.
You need to understand who you’re communicating with. Especially if you’re in eCommerce business and don’t usually see your customers face-to-face. Once you understand who is who, you’ll be able to focus on the customers who are more loyal to your brand – and better allocate your time and resources.
Lead qualification is one way to do just that. It lets you qualify your leads based on different criteria, such as their engagement. Best of all, it can be done automatically.
So many marketers in the eCommerce industry are making the same mistake of just thanking their customers in the post-purchase email. That qualifies as a mistake. Why? Because post-purchase emails can do so much more – and can make a big impact on how customers view your brand.
That one email has the power to enhance the entire shopping experience, shorten their buying cycle, and even increase their CLV.
There are several rules you should follow:
- Act fast: Customers want to know if their payment was processed.
- Be memorable: Use strong branding and keep in touch regularly.
- Show good manners: Thank your customers for choosing you.
- Be helpful: Make product recommendations and send replenishment reminders.
- Be open to feedback: let your customers be heard and gain valuable social proof.
- Ask them to share: Social sharing and referral programs can help build your customer base even faster.
- Automate: Whether you sell to 10 or 10,000 customers, make your campaigns stand out by tailoring content to their needs.
Here’s an example of an automated post-purchase email from Aliexpress, including product recommendations based on the customer’s order.
4. Engagement and retention
Strong, lasting relationships don’t just happen overnight. To really hook your audience, you need to put in the extra efforts and keep sending them engaging and relevant messages – long after their first interaction with your brand.
So how do you do it?
You can launch a loyalty program. By rewarding your most active or loyal customers with special discounts and exclusive offers, you can make sure your loyal customers keep coming back for more.
Lead qualification can help you find these contacts. By combining tagging, scoring, and segmentation you can pinpoint your most loyal and valuable customers. Then just simply send a highly-targeted offer they find irresistible. Like the one below, sent by Airbnb to their contacts located in Gdansk, Poland.
5. Abandoned cart
There are many reasons why consumers abandon their shopping carts. And while you can’t save every sale, even slightly reducing your abandonment rate can have a big impact on the growth of your eCommerce revenue.
So, how can you tackle this problem? One way is to run retargeting campaigns with emails or paid ads – or you can combine both to cover as many customer touchpoints as possible.
Your aim is to remind customers that they left something behind – and then compel them to complete their order.
What do cart abandonment campaigns look like? Take a look at the examples below from retailer brands, American Giant and Desigual, for some inspiration.
Use these workflows to make your business grow
I get it. Shifting from simple email campaigns to building marketing automation workflows can be a big leap.
Instead of just focusing on a single campaign, eCommerce marketing automation is about looking further into the future and planning ahead of time.
You have to ask: What’s going to happen next? How should I react to my contacts’ activity? Should I bother tagging and scoring them?
Hopefully, I’ve highlighted how easy it is to apply marketing automation to your own campaigns – and make a big impact on your business growth.