Not long ago, online marketers and ecommerce CRM managers had to design campaigns manually to send different messages to potential customers. Hard, costly work that we can now automate thanks to the strategies Marketing Automation offers.
The main goal of this kind of automated strategy is to maximize return on investment by constantly improving content impact, enhancing the user experience and personalizing messages by segmenting our target audience.
If you run an ecommerce and want to maximize its performance and conversion rate, here are the benefits of starting to work with a Marketing Automation strategy in your online store.
What is Marketing Automation?
Marketing Automation is based on using software that helps us automate all the processes arising from a digital marketing strategy. It’s true that it started mainly as an email marketing tool, but it has since evolved to offer automated solutions in other areas, such as social media.
We know that today, being able to fully personalize content for each user can be the key factor that drives future purchases and the much-coveted loyalty of the end customer. Content automation — such as email sequences sent automatically after a user visits the online store and takes a specific action, also known as Lead Nurturing — is one of the processes used in automated marketing to inform each user, in a personalized way, about offers, promotions or discounts on the specific products they’re interested in.
A series of automated actions, like the Lead Nurturing example above, that would be very costly and hard to implement manually. What’s more, it becomes a solution that goes beyond email marketing, letting us not only reach people via mobile, email, push notifications or SMS, but also automate social media campaigns with custom audiences, plus a fully personalized campaign for every user who visits our online store through personalized web content such as banners, sidebars, pop-ups or product recommendations.
Main benefits of Marketing Automation
Adding Marketing Automation tools to our strategy brings many different benefits. Keep in mind that the main goal is to increase the return on investment, and automated marketing will help us achieve:
- Segmentation of your target audience through automated processes that group your contacts by their needs and preferences.
- A personalized user experience
- Loyalty from potential customers
- Real-time browsing measurement and monitoring
- Qualified lead generation
- Automatic database education and more effective lead nurturing
The goal is to reach the right customer, at the right time, with the right value proposition
Now that we know the goals of a Marketing Automation strategy, let’s look at the different benefits these automated marketing actions will bring to our ecommerce.
- Greater control over marketing actions, letting us track campaign impact in detail
- Developing complex marketing processes with automation rules that would be very costly to create manually.
- More efficiency and lower costs and time for online marketing professionals
- Automatically identifying the contacts most ready to receive a sales offer. This is possible with SalesManago, a Marketing Automation tool that includes Lead Scoring for each user.
- Encouraging loyalty and repeat business from potential customers. With Marketing Automation, users receive different emails with the ideal content at the right time to drive conversion.
Examples of Marketing Automation tools: SALESManago
Today’s market offers many Marketing Automation tools for automating online marketing actions, such as SALESManago.
As we’ve seen, adding Marketing Automation to our online marketing strategy brings many benefits that set our ecommerce apart. SALESManago is the perfect example of content automation, personalization, dynamic product recommendations and lead generation, all by managing our CRM through this tool.
This automation tool, SALESManago, lets us carry out 4 distinct actions with the main goal of reaching the right customer at the right time with the ideal content:
- Data collection: SALESManago identifies online store visitors, both registered and unregistered, to gather information on their behavior, transactions and interactions with the site.
- Segmentation: users are classified and treated in a personalized way based on the behaviors, interactions and characteristics of each buyer persona. We can assign each user a score based on their actions on the site to identify our ecommerce’s most active users.
- Personalization: SalesManago’s real-time personalization engine lets us offer personalized value propositions to each user across all marketing channels.
- Automation: comprehensive automated marketing processes are created to accompany customers from acquisition through to the sale.
This comprehensive process of nurturing and capturing potential customers is carried out in SALESManago through its many features and tools, such as:
- Identifying and tracking website visitors
- General information about the contacts in your database
- Creating automated lists of potential customers with the highest sales potential or contacts recently added to the database
- Contact cards with a 360º customer view
- Building an email marketing strategy: sending individual or bulk emails, such as personalized emails with discount coupons like Birthday Mails
- Sending personalized emails with dynamic offers, such as abandoned cart recovery emails
- Monitoring email marketing campaigns with comprehensive data, open and click history, and detailed statistics.
- Website content personalization, letting you tailor your online store’s content to each visitor with dynamic banners, pop-ups, sidebars or smart product recommendations.
- WebPush Marketing campaigns that let you communicate with customers through browser messages even if they’re not registered in your database.
- Lead generation and conversion of anonymous visitors through contact forms and landing pages.
- Automation of processes and simple and complex events through automation rules
- Creating workflows that show the complete communication design of our online store on a single screen
- Integration of the tool with Google Analytics and monitoring of transactions on our ecommerce.
- Real-time monitoring that enables real-time personalized offers
- Customer segmentation based on RFM analysis (based on how recently they bought, purchase frequency and monetary value)
In Trilogi’s Online Marketing department, we know how important content personalization is for reaching potential customers, and a Marketing Automation strategy will be key to achieving the growth and sales goals you’ve set for your online store.
What about you — are you ready to automate your online store’s marketing?
