No doubt e-commerce is a great market to tap into.
But the truth is this: it’s not easy.
There are only so many hours in a day. And between fighting against behemoths like Amazon, Best Buy and smaller competitors, things can get pretty hard. Not to mention you also have to keep up with a seemingly never-ending list of things to do. And for someone who’s trying to be successful in email marketing automation, it can be overwhelming.
In this article, we run through a couple of marketing automation trends you need to know to be a successful e-commerce marketer in 2019.
Use Segmentation to Refine Your Broadcast
Think about it – your email list is made up of different subscribers each having their own unique interests, journeys, and motivations.
Long story short, it’d be a shame to send them the same tired generic message indiscriminately. You’ll need to identify and segment your subscribers into different categories so that you can offer them relevant educational information.
But be warned: you need to strike while the marketing automation iron is hot.
For example, people aren’t going to be interested in toilet seats all year round. However, things like kitchen remodeling and rented house will typically have a much longer interest lifespan.
Web Tracking and Customer Profiles
Any good e-commerce marketer knows that understanding your customers is an essential part of catering to them.
Think about it – customers pass through several touch points before they make a purchase decision. If you understand your customers buying intentions and the actual steps they’re taking, you’ll be able to do better marketing.
We all know how useful A/B testing is with email marketing automation. But we also know that trying out one idea at a time can be quite a drag. That’s why it’s so important to carry out regular and consistent testing.
Here are some great ideas to help you start off your email marketing automation A/B testing:
- Test the subject line with a different % or $ to see if your subscribers like them better.
- Test the subject line with and without emojis to see how your subscribers react to them. If they react positively, then using them will help get your emails noticed.
- Tests whether email campaigns sent from a personal email generate more traffic than those sent using your business name and vice versa.
It’s important to view the virtual relationship with your customers like any other human relationship. Besides trying to respond to a need, you’re also trying to develop an emotional connection and exchange value. Plus your customers just want to know that they’re not wasting their time. And a welcome email is a great place to convey that.
What makes welcomes emails so important?
- 4% of customers expect a welcome email when they subscribe.
- They generate 3 times higher open and click rates.
- Welcome emails help introduce your new customers to your brand.
Here’s a quick layout of how a good welcome series looks like:
The first email is basically an introductory email. You want your customer to understand who you are and what you do.
The second email in the welcome series is a brand-building email. It’s basically an email that gives your subscribers a sneak peek of how you design, source and create your products.
The last email is where you show off how happy your customers are and offer discounts on purchases.
Why We Recommend These Email Marketing Automation Strategies
Good marketing has the ability to set you apart from the competition. However, while these are all great strategies to help automate your sales, you’ll need time to really practice these strategies to enjoy ultimate success.