Best Practices for eCommerce Marketing Automation

Best Practices for eCommerce Marketing Automation

Small Business Owners Are Busy, And Marketing Automation Can Help

It is not easy for small business owners to focus on their business while also worrying about lead generation and growth. Thankfully, in today’s technical world they do not have to. There are a variety of marketing automation tools that are both easy to implement and effective to use. 

Loyal Customers 

Returning customers are essential for any business to stay afloat. Loyal customers have been keeping most small businesses alive throughout the pandemic. A loyal customer that consistently makes purchases is way more important than multiple one-time purchasers. There are a few options to ensure your customers will return, the first being a customer loyalty program. Loyalty programs could consist of a points system, discounts, and first looks at new items. Once a member joins, you can automatically send out loyalty emails or call-to-action emails by using email automation. 

Email Automation 

Email automation will reach out to customers with surveys, promotions, reminders, and so much more. They exist to draw your customers back to your website to make purchases. Email automation makes email marketing easy because after you set it up once, it will automatically send out emails to consumers promptly. For example, you do not want to spend time manually reaching out each time someone subscribes to your website. Instead, set up an automated email so when the user fills out the information, they automatically receive an email thanking them and giving suggestions. 

Lead Magnets 

10 years ago if you wanted to know what was going on in the world you would turn the news on your TV. Now everything is at your fingertips on your smartphone, and there has never been such a surplus of content. Everyone can post and publish their content whenever they want. Therefore, it is more important than ever to have a blog or newsletter. In addition to the content surplus, your blog or newsletter can also be used as a lead magnet. A lead magnet is something you provide for a consumer in exchange for their email and other contact information. For example, if you write a weekly newsletter, you can give readers the option to subscribe to it by asking them to fill out their contact information. Once you have that information you can send out promotional deals, ads, and reminders. This also presents an opportunity for the customer to buy into your brand and become a raving fan.  

Win-Back Campaigns 

A win-back campaign is a process of firing off personalized content to a customer who has been stagnant for a while. 45% of consumers that receive win-back emails will continue to open future emails (activecampaign.com). You need to bring them back, and the best way to do this is by creating personalized content. We recommend you create a series of win-back emails so that you have the greatest chance of success; one email is not enough. Start by creating drip sequences you want your consumers to read. What do you want them to know? Remind them what your business does, why they need you, and how to return. Every business is different, but you should create no more than 5 win-back emails. By the 5th email, your subject line should say something like “last chance!” or “don’t miss out!”. Finally, you should give the option for an opt-out. Allow consumers to unsubscribe from your email list. You want to gain leads without gaining haters. 

Around the Clock Customer Service

In the eCommerce world, it is important to give consumers 24-7 customer service. This is only obtainable by implementing chatbots. This way, if a consumer is on your site late at night and has a question, they can get an immediate response. And the best part? You don’t have to lift a finger. Your chatbots will be programmed on how to answer the question and how to generate leads. Chatbots can also gather customer feedback and contact information. Overall, chatbots are essential for your website.

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