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Nowadays, we are living in an evolving digital ecosystem. This evolution requires extra attention from e-commerce stores to keep up with such continuous changes. These changes brought up one of the best marketing tools: marketing automation.
Marketing automation is the process of installing software that will handle repetitive tasks efficiently and immediately. Hence, it enables your e-commerce to complete more tasks in less time.
The current era makes online stores unavailable to conduct repetitive tasks. You know what they say, time is money.
That's why marketing automation came to the rescue.
To benefit the most from it, we will take you through the top marketing automation best practices that will accelerate your conversion rates.
Top 10 Marketing Automation Best Practices
- Choose A Suitable Automation Tool
- Create A Buyer Persona
- Understand Your Customer’s Journey
- Personalize Your Emails
- Social Media Automation
- Create An Omni-channel Marketing Strategy
- Use Chatbots For Customer Service
- Manage Exit Intent
- Automate Reviews
- Use A/B Testing
1- Choose A Suitable Automation Tool
First things first, to start your marketing automation journey, you have to choose a suitable automation tool.
There are plenty of options available on the table to choose from. Therefore, there are some points you have to consider to make the right choice.
First, you have to consider the ease of use of this tool. You don’t want to purchase an automation tool and find it complicated.
Second, check feedback and reviews to evaluate the tool's performance and identify drawbacks or limitations. You should also check if any of the industry’s gurus have used this automation tool. This proves that it is a trusted one.
Third, your chosen automation tool must include suitable metrics that will help your e-commerce business to assess the success of your tasks and campaigns.
Finally, you have to ensure that your selection is compatible with your budget and only make a choice after requesting a demo to test things.
One of the best automation tools that will transform the performance of your e-commerce is Converted.in. Convertedin offers plenty of automated services required by any online store. For instance, it provides auto-segmentation, dynamic ads automation, email marketing, a product recommendation engine, and many other services.
In addition, it is trusted by several e-commerce stores with many positive reviews. Most importantly, Convertedin provides several plans with different pricing to suit all online businesses.
2- Create A Buyer Persona
Identifying your target audience is one of the primary practices for marketing automation. As an e-commerce store, you have to create your buyer persona by identifying your buyers’ behaviors, interests, hobbies, and demographics.
Accordingly, you can tailor the right message and campaigns using marketing automation to appeal to your customers.
3- Understand Your Customer’s Journey And Buying Cycle
Just as you understand your target audience by creating a buyer persona, you will have to understand your customer’s journey.
A customer’s journey is the experiences and touchpoints your customers go through when interacting with your brand until they purchase. By understanding the stages your customers go through until purchase, you can pinpoint the suitable content for each stage.
Accordingly, you can successfully automate some tasks based on customers’ behavior through different journey stages. For example, automated welcome emails might be directed to customers at the primary stage of their buying cycle.
Hence, it will assist in delivering the right type of message at each touchpoint, thus, increasing conversion rates.
4- Personalize Your Emails
Generally, email marketing automation is widely practiced by plenty of online businesses. Despite its simplicity, email marketing is still a tricky marketing tactic, especially when automated.
Thus, personalizing your emails is crucial for the success of your marketing automation. You have to ensure the sent emails are compatible with your customer's behaviors and preferences.
The more emails your e-commerce sends are relevant to your customers, the more likely you will witness remarkable results.
Studies have shown that personalized emails are 80% more open than generic emails (Zembula,2022).
5- Social Media Automation
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Social media automation is one of the first marketing automation best practices that come to the mind of any e-commerce.
By using social media automation, you will be able to schedule and publish social media posts and even ads promptly and across several platforms.
This will enhance customer engagement through an increased presence of your brand.
6- Create An Omni-channel Marketing Strategy
The dynamic arena of e-commerce requires online businesses to engage with customers at every possible touch point. This is regarded as an Omni channel marketing strategy.
Your e-commerce presence on different marketing channels is necessary to keep your brand on top of your customer's minds. Therefore, you have to be present on all possible and relevant channels. In addition, you will have to provide consistent messages through all channels.
Here comes the role of marketing automation. It will handle the creation of an Omnichannel marketing strategy effortlessly and seamlessly. Accordingly, you will benefit from this marketing automation practice through an increased conversion rate.
7- Use Chatbots For Customer Service
As soon as we mention marketing automation best practices, we can't miss discussing incorporating Chatbots into your e-commerce.
One of the drawbacks of online shopping is the absence of human interaction. Therefore, customers' doubts remain unaddressed. To make up for this aspect, e-commerce has to do whatever it takes to respond to customers' inquiries instantly.
Having a group of people answering customers' inquiries is not so feasible. Thus, Chatbots are a perfect choice.
Utilizing Chatbots is one of the best practices in marketing automation. It provides 24/7 customer service while answering queries promptly. Accordingly, response time will be reduced to ensure more conversions and sales.
8- Manage Exit Intent
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A successful marketing automation practice is managing and predicting exit intent. Whenever a website visitor aims to exit without leaving their emails or making a purchase, a pop-up message occurs to prevent them from going.
This requires detailed monitoring of users’ behaviors and browsing patterns to determine their moment of exit. Hence, an automated message occurs as a last chance to benefit from this user.
Using such a marketing automation practice enables your e-commerce to engage more with website visitors while increasing the chances of conversion.
9- Automate Reviews
Reviews and testimonials are essential for any online store. Since products bought online, lack any cognitive features, reviews are present to encourage customers to purchase.
However, motivating customers to share their feedback and gathering reviews is a tedious task. Hence, automating such a process is a desirable solution.
Automating reviews is one of the best marketing automation practices for any online store. It can be done through email marketing automatically sent to customers asking for reviews. Also, automated push notifications can gather customers' reviews on products.
10- Use A/B Testing
Marketing automation is not spray and pray practice. It requires plenty of work and experimentation to get things right.
Therefore, one of the top marketing automation best practices is using A/B testing.
Through A/B testing, you will analyze the performance of different variables to identify the ones with the best results.
By combining marketing automation and A/B testing, you will be able to quickly test different variables on your website to enable you to make the right decision in a minimum amount of time.
