The Automation Guide
Automating elements of your e-commerce marketing strategy lets you invest your energy where it really counts. There’s no point wasting time scouring your email lists for the right demographic when there’s software that can do the job for you - and better. Let’s take a look at the best things to automate, and what you should take into your own hands.
3 E-commerce Tasks to Automate
Email marketing is a crucial component of any digital marketing strategy as it’s a way of staying in touch with your customers. When it’s around 70% easier to sell to customers who have already visited your site, that’s a vital revenue stream. There are so many different kinds of emails you need to send out to your mailing list that it’s hard to keep track of them all - from regular newsletters, one-off offers to curated emails telling distant customers that you miss them. Automating the process of email marketing lets you concentrate your time where it counts.
Automating email marketing does carry the risk that it can become impersonal, so make sure you segment your email lists into targeted demographics. By automating tailor-made emails to your targeted groups you’ll get a better rate of conversion.
Personalized Product Recommendations
Personalized product recommendations are a powerful tool for suggesting products that appeal to customers and when you get it right you can see your profits soaring. However, for this strategy to bear fruit your recommendations need to be accurate - and when the algorithm gets it wrong, customers are put off by a sense that you don’t understand them.
Using personalized product recommendation software will ensure that these hit the mark every time. This software combines detailed knowledge of a user's past browsing history with other user purchasing data to produce the perfect recommendations to get users filling their cart.
Push notifications are super valuable to customers and e-commerce businesses alike because they give users that additional nudge towards getting the products that they want. With an open rate of over 90%, this is a great tool for getting the point across.
Arranging your push notifications manually takes a lot of time and effort that could be invested elsewhere. Because push notifications tend to be generic and issued in certain discrete contexts, they can easily be automated. You can even personalize them to the time users spend on the site or the products they’re checking out, so you don’t lose that personal touch.
3 Things You Shouldn't Automate
Your Customer Journey
The customer journey - also known as the sales funnel - is crucial to your marketing efforts as it leads your audience from potential customer to loyal client. Taking a hands on approach at every level will ensure you’re converting as many leads as possible and maximizing your revenue.
There are three primary tiers to a customer’s sales journey - awareness, evaluation and purchase. Investing your energy in personalizing these interactions to provide the best possible experience for your customers will build loyalty and trust.
Looking After Loyal Customers
Looking after your loyal customers pays huge dividends. These users have proved their dedication, and now you need to capitalize on it. Rather than automating this process and risking alienating your best customers through impersonal missives, isolate this demographic through your analytics and then invest some extra time in highly personal deals that show how much you value their custom.
Analyzing Your Campaigns
Understanding what’s hitting home and what’s wide of the mark is crucial to updating and tweaking your strategies. Whilst the data gathering process that underlies your analytics, you can’t automate the nuanced process of measuring and benchmarking your marketing campaigns.
Google Analytics and email marketing analytics are going to be crucial to informing your evolving strategy. For example, analytics can tell you that you’re getting increased web traffic from Belgium - but only you can decide to open your store up to that market.
Performing A/B tests are another great way of gathering data about what works in your site. For example, set up two variations of layout on your landing page, and see which generates the most traffic. This is one area in which a hands-on approach will pay dividends.
Michael Dehoyos is a content marketer and digital editor at PhD Kingdom and AcademicBrits. He grew his practice from his own e-commerce business before turning to consultancy to help others. He is also a writer at Coursework Writer.