eCommerce

Bigger & Better eCommerce: Grow your Business in 2017 with Email Marketing Automation

by Guest Post

email automation tips eCommerce businesses

This guest post is brought to you by our friends at dotmailer

Investing in email marketing automation in 2017 is a no-brainer. The channel is the preferred choice for businesses and consumers alike, with email marketing driving nearly one in five online purchases.[1] And with 82% of companies now invested in the technology, you don’t want yours to get left behind.[2]

While none of us have the time or resources to hand-deliver customized content to our contacts, prioritized investment in email marketing automation allows your business to send email campaigns on a massive scale, giving you time back to work on your marketing approach.

Platforms like dotmailer were built with strategic thinkers in mind. Getting your brand’s story out to every customer at relevant stages in the sales cycle is crucial for growth. And the more you’re able to match the messaging and timing to individual customers, the stronger the results will be. Let’s take a look at what email marketing automation can do for your business:

  • Personalization

Send the right content at the right times to the right people. The days of one-size-fits-all email marketing are well and truly over. From dynamic email content to personalized landing pages, drive people towards the content that gets reactions and results.

  • Lifecycle nurture

From the welcome email to re-engagement campaigns, build an entire set of automated email programs that engage customers throughout their journey with your brand.

  • Data monetization

Use the data you have on your customers to better target their specifications, behaviors, and preferences. Put this info to work for you, creating messages that really hit home.

The Top 10 Automated Email Programs for eCommerce

As we prepare to ring the changes of 2017, let’s look at the top 10 automated email programs for eCommerce:

  1. Welcome Program

– a simple “Thank you” for joining your list. Communicate the benefits your recipient is now privy to and collect valuable data on your prospects, like click-through, browse behavior and preference surveys.

  1. Transactional Programs

Use payment and delivery confirmations to send on-brand communications. 98% of consumers agree that email is the best channel to communicate order updates.[3]

  1. Post-purchase Program

Ask customers for feedback on their shopping experience. Gain valuable insight on everything from your website usability to the checkout process.

  1. Abandoned Cart Programs

Only 32% of customers who begin the purchase process actually complete the sale, so an abandoned cart campaign is a crucial technique to gather that extra ROI. Remind your visitor that the items in their cart have been saved and give them reason to continue their purchase.

  1. Abandoned Browsing Program

An abandoned browsing program, in conjunction with web tracking, can automatically send customers an email containing relevant content to tempt them back. 

  1. Product Replenishment Programs

Drive repeat sales and recurring revenue by segmenting customers based on their purchasing habits and timing sends with product lifecycles.

  1. Customer Retention Programs

Use value-added content to strengthen customer relationships; like videos, events, competitions, and new product previews. Segment your most valuable customers and build custom programs that rewards their loyalty.

  1. Recommendation and Upsell Programs

Sync your marketing automation platform with your customer data and use online behavior and preferences to make intelligent purchase recommendations.

  1. Lost Customer Programs

Sync the last purchase date and last login date from your eCommerce platform into your automation platforms to trigger a lost customer email program.

  1. Date Driven Programs

Emails triggered by dates important to the customer, like birthdays or anniversaries, are simple quick-wins that provide that essential feel-good factor.

There’s no doubt that with the right data, email gives you a plethora of opportunities to develop relationships with your customers, whether it’s encouraging the first sale, rescuing abandoned carts or tempting lapsed customers back. 2017 is the year to get automated with email; so what are you waiting for?

Sources

[1] Custora E-commerce Pulse Report A1 2016

[2] Marketing Technology strategy – Ascend2 (August 2015)

[3] DMA INSIGHT: CONSUMER EMAIL TRACKING STUDY 2016, < https://www.dotmailer.com/pages/dma-insight-consumer-email-tracking/ >

About the Author
Jonny Dixon, Head of U.S. Channel @ dotmailer

Jonny heads up dotmailer’s channel partnerships in the U.S working with digital agencies, SIs and technology partners whilst also leading the dotmailer premier partnership with Magento.  Having previously worked at one of the UKs top Magento SIs as Head of Account Management, Jonny has a great understanding of the Magento eco-system and understands the challenges faced by different roles.  What marketing managers need, what SIs can deliver and how technologies can assist. Jonny has worked across multiple industries and with dotmailer helped design solutions for large retailers including Vizio, la Vie en Rose, Elemis, Wine Enthusiast.

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