E-commerce email marketing can be your trusted ally. By automating the emails, retailers secure sales, save time, and enhance their ability to engage customers effectively. In this blog, we’ll discuss the benefits of e-commerce email marketing and marketing automation and how you can get started.
Imagine this: A customer abandons their cart, and you miss the chance to win them back. Meanwhile, another loyal shopper receives the same generic email as a first-time buyer.
In these scenarios, e-commerce email marketing can be your trusted ally. And by automating the emails, retailers secure sales, save time, and enhance their ability to engage customers effectively. In this blog, we’ll discuss the benefits of e-commerce email marketing and marketing automation and how you can get started.
Let’s dive in and transform your retail marketing!
Simply said, e-commerce email marketing is a digital marketing strategy that uses email to promote products or services, build customer relationships, and drive sales for an online business.
Marketing automation, on the other hand, refers to using software and technology to automate, streamline, and optimize marketing tasks and campaigns. It enables retailers to engage with customers more effectively across multiple channels, such as email, social media, SMS, and websites, without requiring constant manual effort.
The benefits are many, but here’s what automated email marketing really does:
– Amir Mofidi, E-commerce Director at LAGERHAUS AB
There are endless alternatives for automating e-commerce email marketing, but the areas where retailers replace manual communication with automated workflows are the most used. Here are a few popular flows that our customers use (also avaliable as a downloable guide including 6 auotmation flows):
“Instead of building many small automations that connect, try to get the whole journey into one flow. By setting up comprehensive automations, you will see how each step contributes to the flow – and it will be easier to follow up on the result”, advises children’s clothing brand Polarn O. Pyret. Read the full success story here.
– Richard Hunyadi at Nudie Jeans
We know it sounds great! But how do you get started? Here are some steps, ideas, and best practices for e-commerce and retailers when designing automation flows.
What are your goals and objectives with the automation? Are you looking to activate new contacts, prevent customer churn, or simply welcome them as members without aiming for conversion at this stage?
How can you track whether the automation achieves the results you hope for? What specific targets do you have in mind to measure its success?
Which events would really inspire your contacts to enter the automation? Would it be based on their demographics, recent purchases, or perhaps how they’ve engaged with you? Maybe it’s when customers sign up as members, make that exciting purchase, or even haven’t shopped with you in a while.
According to premium fashion brand, By Malene Birger, think about grouping your customers by assigning labels along the way, such as bargain hunters, risk of churn, and high CLV. Use the labels to create segmentations and target audiences – and to prioritize what and when communication should be sent to the customer. Read the full success case here.
When should the first message be sent? Should it be sent immediately as the contacts enter the automation, or after a certain period?
What various touchpoints can automation be applied to? Which channels do you utilize to communicate with your contacts—email, SMS, or maybe even paid ads?
What content should the communication include? A welcome message, membership confirmation, or an offer?
Following up is just as important as having a great strategy! Consider what worked well to enhance your automation strategy for next time. It’s all about recognizing what makes an impact and making small adjustments to campaigns that might need a little help while also keeping workflows optimized to achieve even better results. How and when will you follow up with the contacts? Will reminders be sent out based on their actions?
The DIY store, Panduro says, “Learn from what works and what doesn’t when it comes to copy, content, and offers—then take what’s best and make it part of the automated communication.” Read the full success story here.
Automated e-commerce marketing saves time, increases sales, and strengthens customer relationships. As top retailers have shown, personalized, timely automation drives real results. In fact, our customers have seen a 27% conversion increase, 215% more transactions, and 115% higher revenue since starting to use Voyado.
Want to grow your business? Learn more about Voyado’s marketing automation features here.
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