Marketing Automation has been one of the biggest trends for businesses this year. No wonder most successful users declare marketing automation as “very important” to the overall success of their marketing across channels. With a simple if-then logic you can easily plan every detail of your brand’s communication. This week we have introduced three more conditions to our marketing automation tools that will help you convert visitors into satisfied customers.
Marketing automation for e-commerce
There are many challenges facing e-commerce, e.g. delivery, suppliers, stocking inventory, but the most important is sales. No matter what you do, you need revenue. That’s why you need to be able to attract new customers and keep them engaged and active for as long as possible.
You want to build an army of loyal customers that regularly purchase your products and eagerly recommend your company to other people. To help you achieve this goal, we have introduced three new conditions to GetResponse Marketing Automation.
Img. 1 You can start your workflow with one of the new conditions
Img. 2 Or add them to your workflow any time you like
This feature offers you big data to get the big picture. Thanks to the URL tracking you’ll be able to see who’s visiting your website, how often, and why. By analyzing the activity on your website, you will quickly identify the elements that generate most traffic and discover your subscribers’ interests.
Img. 4 You can easily set the URL to track
Once you know what your customers want, it’s much easier to create highly targeted marketing campaigns that move them through the buying cycle.
You can assign tags and score users according to their website activity and send hyper-targeted campaigns based on their behavior. You can even run email marketing campaigns based on particular page visits!
This condition allows you to look deeply into the buying habits of your subscribers. You can track every time a person enters your post-purchase thank you page.
Img. 5 Enter the thank you page URL and you’re ready to go
After they finish shopping you can move customers to different campaigns (based on their purchase) or send a personalized thank you message.
You can look into the numbers and analyze the reasons for cart abandonment in order to build individual retention paths. By running and comparing the results of several win-back campaigns, you will be able to identify what works best for different customers.
Once again you can assign tags and scoring to each purchase and segment your list based on the purchase history. Combine traffic tracking with conditions, actions, and filters in order to optimize your conversion.
It’s a fact that as much as three-quarters of the world’s shopping carts are abandoned – I know, it’s a lot. Cart abandonment email campaigns might be just what you need to win your customers back.
- Shopping cart id
- Subscriber id
- Shop id
- Cart URL
You will know if your visitors visited certain URLs, made a purchase, and establish if specific goals were reached.
Img. 6 All you need to do is enter the URLs and define the time you consider your cart abandoned
Here’s how the Abandoned Cart works: once a product is added to the online shopping cart, a timer is activated. If the product remains in the cart for a specified period of time (you set the time frame yourself) the cart is considered abandoned.
So how do you convert cart abandoners into customers?
Create a marketing automation workflow triggering a sequence of emails when the cart is abandoned to engage with abandoners and get them to complete their online purchase.
You should find out the reason for cart abandonment – is it shipping cost, delivery time, or maybe lack of convenient payment method? When you know why people abandon their orders, you can start successfully recovering your shopping carts.
Segment your list accordingly. Subtract scoring points from those who don’t buy anything for a long time. Assign tags to inactive shoppers and move them to different win-back or retention campaigns.
Why marketing automation?
In one our latest blog posts, Kath Pay said that marketing automation is one of the best things ever to happen to email. Instead of sending one message designed to appeal as broadly as possible to your audience, you can use it to run highly personalized email marketing campaigns without having to manually send a message to each subscriber.
Marketing automation = big data. You can track your subscriber behavior and collect a lot of meaningful information that will help you develop products and adjust your offers. You can compare offers and promotions, discover user preferences, and check what really drives their buying decisions.
Marketing automation is also incredibly versatile. Businesses of all sizes can use actions, conditions, and filters to accomplish their goals, e.g. increase lead generation, sales revenue, improve customer engagement, productivity, measurability, and campaign targeting.
So how do I use marketing automation for my business?
Some time ago we asked marketers on twitter what they think about marketing automation (you can read their answers in this post). The overall response is that in order to achieve success with marketing automation, you need to combine data with human touch and follow your customer’s journey.
OK, it’s time to log into your GetResponse account and try the new conditions yourself. Let us know in the comments what you think!