If you have yet to automate key processes within your overall marketing strategy, you're missing out on opportunities to boost conversion rates and supercharge your ROI.
As we quickly approach a new year, it's time to start thinking about creating a marketing automation checklist. Better yet, start implementing some of the listed automated processes sooner than later to take advantage of the holiday season.
This checklist covers some top considerations and tactics when considering marketing automation for eCommerce and retail. Let's dive in.
There are many types of triggers that help fuel marketing automation for eCommerce brands. However, building triggers based on an abandoned cart is a great way to improve conversion rates and increase revenue.
Email triggers are the standard approach when considering marketing automation for retail, and that's the problem. The average consumer receives 88 emails a day. They are bombarded with messaging, resulting in poor response rates. So why aren't more marketing teams leveraging direct mail, where responses can reach up to 90%?
Direct mail offers a more personalized experience than online interactions, and when done correctly, you can expect higher engagement rates and revenue — especially when introducing targeted triggers. For example, with Lob, you can integrate automated direct mail with other tools to trigger direct mail based on customer activities or milestones. In this case, an abandoned cart.
If the shopper has an account that includes their delivery address and they abandon their cart, send them a personalized, timely postcard. For example, "We miss you — here's 15% off your next purchase of $50 or more."
Customer loyalty programs are about ensuring repeat business to boost profitability and ROI. After all, acquiring a new customer is six to seven times more expensive than retaining an existing one.
While you may have set up a loyalty program, it will take more than that to ensure you become a consumer's first choice. Data shows that 88% of consumers say it takes three or more purchases to build brand loyalty. So, what are the next steps?
Communicate with those interested in your company, giving them reasons to remain loyal to your brand. Automate this process, creating messages based on consumer behaviors, upcomign holidays, and similar factors. For example, did a customer recently view a product campaign? Send a message that entices them to take the next steps. You could provide more info or offer an incentive, such as free shipping.
Once inventory hits a certain amount, do you send an email or direct mail piece?
There are several ways to approach this. You can set alerts for low stock, showcasing the urgency to buy now. Internally, this may also indicate a good time to raise prices. The other option is to set an inventory alert for aging inventory. If only a set number of a particular product has been sold by a specific date, you could run a promotional discount.
You can also encourage higher sales by alerting those interested in a sold-out product. When it is back in stock, you can send an alert. Shoppers respond to scarcity, so if they think it's a time-sensitive opportunity, they are more likely to make an impulse purchase. This strategy is another way to remain relevant among shoppers interested in your brand.
Chatbots can effectively automate product marketing, generate leads, collect orders, and more. As chatbots learn from interactions, they can send prospective customers information about your brand and what you offer.
For example, some brands are replacing email marketing with chatbots. Instead of a customer signing up for your newsletter, a chatbot can ask individuals what they're interested in, allowing for live, personalized communication. Chatbots can push offers and promotions during these interactions while enhancing the customer experience.
If you have yet to use chatbots, social media platforms are an ideal place to start. Chatbots can automatically respond to user messages so you can remain active outside regular business hours and maximize your reach. You can also integrate chatbots into the flow of consumer purchases. Marketing automation for eCommerce could focus on the implementation of chatbots to answer FAQs, engage customers, automate sales, provide post-sale support, and gather valuable data.
Although this tactic can benefit all ages, Baby Boomers and Gen Xers are most likely to use this channel — and the desire to use these chatbots is rising. According to a Forrester 2020 survey, 42% of U.S. adults indicated that it was important for retailers to offer live chat on their websites, compared to only 27% in a similar survey from 2019.
If your goal is to enhance marketing automation for retail, the best strategy is one that harnesses the power of an omnichannel approach. The marketing automation checklist above includes many beneficial considerations, all of which have a place among optimized marketing plans. These tactics can also provide compounding results when combined with direct mail.
Automated direct mail will boost offline engagement for online retention — and with the help of Lob, this process is quick, simple, and customizable. See how the Marley Spoon team achieved a 263% higher conversion rate with direct mail than email — which is just one example among the thousands of companies Lob helps daily.