Optimizing Ecommerce Marketing Campaigns With Automation, Plus More Tips
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It’s time for some more tips this Tuesday. But before we begin, here’s a statistic for you: in Q2 of 2022, 80 percent of all online shopping carts failed to make it to the checkout stage according to a study by Kibo Commerce.
On Friday, we reported big moves from major online retailers like Walmart.com and Amazon. And across the board, we’re seeing ecommerce businesses — big and small — analyzing and implementing strategies that will carry them into the Summer.
To help you navigate during this downturn, we laid out optimization strategies in categories like security, SEO, shipping, and expanding payment options. And we also included plenty of suggestions for top-tier tools and services you can use to optimize your site.
This week, we’re capping off optimization month with a focus on marketing automation.
Automating Ecommerce Marketing Campaigns in 2023
Tip 1: Automated abandoned cart emails
As we pointed out above, eight out of every ten shoppers fail to complete their online purchases. This issue costs ecommerce companies billions across the globe. But what if you could turn these missed opportunities into sales? With the right strategy and adequate preparation, converting abandoned carts can become a powerful asset for your business.
When customers leave your site, they may intend to purchase the items in their cart, even if they don’t complete the checkout process. There are several potential explanations why someone fails to finalize their order, from technical issues such as weak Wi-Fi connections or lack of preferred payment options and more. But if you don’t reach out, they may forget to come back.
Mailchimp offers solid cart abandonment tools that can help drive customers back to your site and finish the purchase.
Tip 2: Tap old leads with automation
Ecommerce marketing automation allows you to reconnect with previous leads who were interested in your product or service, but you lost contact for some reason. Imagine the potential of reaching out to these leads with new content and offers to increase sales.
For example, you can send these leads personalized coupons with dynamic expiration dates to ensure they don’t miss out on promotions — even if they view the email later on. Automating this process with dynamic expiration dates – such as five days from the email being opened – ensures each coupon has a unique expiration date, with no manual effort required on your part.
Tools like Hubspot can help you generate, personalize, and email in bulk automatically.
Tip 3: Automate your customer service with Chatbots
Using a marketing automation software that includes lead scoring — like Zoho CRM — can help you improve conversions by sending personalized content to prospects based on their position in the sales funnel.
Lead scoring can also be used to pre-qualify leads before passing them onto your sales team by assigning a score to each lead based on their actions on your website and other predefined factors.
You can segment cold or low scoring leads further and nurture them with personalized content. For example, as soon as a subscriber shows interest in purchasing from your eCommerce store, you can automatically enroll them in a drip campaign to guide them towards completing the purchase.
For more tips read our article on the 15 Things To Consider When Marketing Your Ecommerce Site. And don’t forget to subscribe to this newsletter for more ecommerce tips and news in your inbox every Tuesday and Friday.
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