eCommerce may sound hard, but it is a great area to be in. It is not just an issue of fighting giants like Amazon but also dealing with smaller competitors who keep showing up every new day.
To achieve email marketing automation success, you need to have some great tools at the store. But, remember there is no need to have amazing tools if there is no strategy.
Companies that master automation don’t just succeed but will also dominate their industries. Below are five ways to email marketing automation success.
1. Segmentation
All subscribers or customers are not similar, so don’t apply the same information route. Separate your customers or subscribers into different segments, such as by special needs or consumer behaviors. Segmentation will help you send them on various routes with educational information and more relevant offerings. For instance, if you want to reach out to your inactive customers, you make a segment of consumers who haven’t bought anything for the last like 90 days. There are lots more you can do with marketing segmentation eCommerce, and this can give your customers unique experiences and increased sales. In B2B marketing, using consumer behaviors and special needs are powerful marketing automation tactics that help you to hit the iron when it is hot.
2. Web tracking and customer profiles
To guide your customers to the right action, understanding them, and responding to their needs is a crucial catering part. To achieve this, you need to know how to navigate your site and get accurate tracking. Some features like Google Analytics allows you to see customers journey even before they have purchased anything. Another useful feature is the Live View web tracker, which can help you understand your site-users actions in real-time. It is possible to break this to known and anonymous visitors. You are also able to see what pages they are visiting, what they are doing, when, and how often. The information gathered can help you to highlight your winners, as well as understand your visitor’s buying intentions.
3. A/B testing
If you are a superior eCommerce marketer, you will understand the importance of regular and continuous testing. A/B testing is an essential tool for success while setting up email automation as part of your marketing strategy. Instead of testing one emailing idea at a time, combine two different versions of a similar message but with different things that you want to check. Email marketing is a great area to use A/B testing. For example, you can test email subject lines having different types of discounts like $ or % signs to see which one works better for your subscribers. And, you can still test the subject line with emojis and without. Such a test will help you get useful insights into how the subscribers react to the placed emojis. You can also test email subject lines with subscriber’s names included and without and see if using the name works better.
4. Targeted signup forms
If you get consumers to purchase for the first time, it is much more likely they will buy from you again. The best way to have it started is to let them fill an advanced signup form on your website, especially when you are competing with serious players. Don’t show pop-ups to your newsletter’s subscribers. Show your pop-ups to specific visitors; for example, those who visit particular pages like informational and product pages. For instance, if you see one specific page that has high views but low conversions, set an exclusive pop-up for that particular page only. That way, a person can offer specific incentives and discounts only for users coming in from that single source.
5. Automation workflow combination
The most profitable email marketing automation combinations are the welcome email series, the cart recovery email series, and the birthday email series. If you want to raise your sales, you must use the three combinations. Welcome series introduces your recent customers to what you sell, and persuade them to buy in a specific time by offering a discount. A birthday email is used as a notification to a customer or subscriber on their birthday. It should show personalized regards as well as give a discounted offer for that special day or some extra days. Cart recovery series is a combination of at most three confirmation emails sent to customers who lately added some items to a cart, but they didn’t buy. The first confirmation email can have a catchy subject line like ‘Still shopping?’ followed by a second confirmation email with ‘Your cart is expiring soon!’ as a subject line.
Providing excellent customer experience requires long term strategies in the fast-changing eCommerce environment. There is a need to keep updating your marketing strategies. New omni channel marketing features are continuously being introduced, and you must be up to date. If you stay informed with the latest omni channel marketing automation features, you will be sure of providing success and a great experience to your subscribers or customers all the time.
