Automation offers an array of benefits for organizations keen to make the most of their opportunities in eCommerce.
Automating your marketing actions can be a powerful way to expand the reach of your message and really take the legwork out of your eCommerce activities. Today, there are a wide selection of tools and software designed specifically to help achieve this.
Every year, eCommerce continues to gain popularity among consumers, with figures from Statista highlighting a 12.9 percent year-on-year expansion of the market across the US in 2018 to reach $504.58 million. It is a burgeoning market space and one that brands will want to make the most of in the years to come.
As a result, here we offer six top automation hacks to support your marketing materials in performing to their best and to help give your eCommerce a boost going into the New Year:
1. Send personalized emails to anonymous visitors
By making use of smart marketing automation software that draws on information provided by external email database providers, organizations are able to put a name to the actions of anonymous visitors to their website.
Visitors might scan a few pages of your site and leave without giving their personal data. In the past, these would have been lost leads, but now due to the large data footprint that we all leave online, companies which make use of this information can get a jump on their competition.
2. Tailor ads based on offline behavior
Organizations keen to maximize their marketing efforts can now integrate their own marketing systems with the offline behavior of their target consumers by drawing on information like the use of discount codes that are specific to certain places or by the use of loyalty cards.
The whole process can now be fully automated to link individual user activities with the ads that they receive, meaning a more targeted marketing campaign that is tailored to a person's specific interests can be at the marketer's disposal. It's a process that companies like Facebook have been offering to brands for several years.
3. Adjust discount offers based on engagement
Depending on how often a person logs in to your website or engages with one of your advertisements, automated systems can now be used to offer different levels of discount to consumers.
If, for example, a user had searched for a company's product in the past, but not gone through with a full purchase, automated systems can now be set up to send a marketing-qualified email to that user with a suitable discount that may subsequently tempt them to buy.
4. Build customer behavior profiles
Big data analysis is one of the great buzz phrases in marketing of recent years, but in reality all this means is the analysis of large data sets to derive patterns that can benefit the organization.
Now, with the wealth of data that is at the disposal of eCommerce providers regarding their consumers - such as location information, product purchase histories, means of engagement (mobile, desktop, etc.) and times of activity - this information combined can help to tailor marketing activities to an individual's habits and requirements, leading to more personalized marketing in future.
5. Never ask for duplicate information
Automated tracking of consumer data within your systems can ensure that individuals who provide you with personal information are never asked for the same details twice.
This may seem like a small thing, but organizations that focus on maximizing the user experience and not inundating their target audience with requests for personal information are seen to be more trusted and this, in turn, can help to drive eCommerce sales.
6. Deliver your emails at the most suitable time
Companies must understand that consumers have busy lives. As a result, it is important to tailor your marketing activities to the times when individuals are most likely to react positively to receiving them. This can be hard to do when your systems aren't automated, however, as having someone manually send out tweets or time a push on emails to target specific users is simply not feasible.
By analyzing the times of day when individual users log in to your site and automating your marketing materials to be sent around these times, companies can achieve open and click-through rates that are up to 200 percent higher than their non-timed counterparts.
Overall, businesses that recognize the power of automation to make their lives easier and to deliver a more customer-focused and personal marketing message will be the ones to excel in the increasingly competitive world of eCommerce in the future.
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