The Ultimate Guide to E-Commerce Marketing Automation

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Table of Contents

Incredible productivity.

Targeted engagement. 

Better retention. 

Accelerated revenues. 

Trust me, eCommerce marketing automation solutions can fetch your business big results. While building a successful online business has never been easy, more of your peers are doing it every day with the help of techniques like marketing automation. 

In fact, eMarketer has discovered that 86% of marketers were able to improve nurturing with marketing automation. Additionally, 66% of marketers leveraged it to enhance targeting and personalization.

Through this guide, I’m going to show you how you could create a sophisticated shopping experience with eCommerce marketing automation. These tips and strategies will help you take control of your entire marketing strategy without having to manually micro-manage the 360° aspects of your campaigns. 

When you finish reading this guide, you’d be equipped with the knowledge to drive more site traffic, increase the basket value of your shoppers, and keep bringing your customers for more with little tweaks and monitoring. 

Here's the guide at a glance:

Part 1: Why Does Your eCommerce Business Need Marketing Automation?

Part 2: Red Flags Your eCommerce Business Needs Marketing Automation

Part 3: Here’s How Marketing Automation Can Revolutionize Your eCommerce Business

Part 4: The Magic of Integrating Your CRM and Automation for Your Ecommerce Business

Part 5: Powerful Marketing Automation Campaigns for Your eCommerce Business

Part 6: How to Choose the Right eCommerce Marketing Automation Software?

Part 7: How to Get Started with Ingage’s Marketing Automation for Your eCommerce Store?

Part 8: Marketing Automation is Entwined with Your Peer’s eCommerce Business. What About You?

Let's get started then.

Why Does Your eCommerce Business Need Marketing Automation?

why does your eCommerce business need marketing automation

Irrespective of the type of eCommerce business you run, marketing automation is the chief stone for laying the four pillars - omnichannel, profiling, personalization, and recommendations. Let’s see how each of these could help you translate your efforts into dollars. 

1. Omnichannel Capabilities for 360° View of Your Customers 

Your customers connect with you over a diverse range of channels. So, the integration of all communication channels and touchpoints is indispensable for the effective acquisition of customer data. 

If you are keen on increasing your customers’ average spend per order then engage them with an omnichannel strategy. Because Omnisend has discovered that those customers who interact with your business on three or more channels would spend 13% more than those interacting with you on just one channel. 

Besides, IDC’s research shows that users who shop across channels have a 30% higher lifetime value

So, what does it mean to have an omnichannel strategy? 

Well, simply put, it’s all about facilitating seamless, integrated and consistent communication across all channels. This is your one-stop-solution to customers confused by receiving irrelevant and uncoordinated messages. 

When I say integrated communication channel, it means that your business should be active over emails, SMS, push, live chat, website personalization, social media, and POS. Doing this right will help you improve your sales, average order size, value, and frequency, conversion rate, and amount of transactions. 

Let me show you an example that will help you reach your customers in all touchpoints. 

At first encounter, you could send an email about a discount on a product that your customer has added to his favourite list. Let’s imagine that he’s at work, so he adds it to the cart but fails to checkout. 

Now, after he gets back home, you could trigger a cart abandonment email. In response, he could visit your online store’s mobile app and check out. Then, when he passes by your store in a mall, he could get a push notification that his order is ready for pickup. 

You could then send out a ‘Thank You’ email along with some product recommendations and re-launch the sales cycle. 

Got it, now? This is a simple example of how marketing automation can integrate all the channels to give your customer a seamless shopping experience. 

2. Customer Profiling for Targeted Segmentation 

You would be aware of personalization. But without customer profiling that isn’t feasible. So, what exactly do you do in customer profiling?

Well, you identify the similarities and the differences between your users from your database, Then, you would segment them to enable personalization.

To put this in action, you need to be able to collect user information while they visit your online store. A marketing automation platform like Ingage would help you integrate your eCommerce store so that you could capture visitors’ activities and launch campaigns in real-time. 

You can even determine who your website visitors are and who your mobile app users are. And each of their visits to your online store would be monitored. This would equip you to create a 360° behavioural profile so that your automation could be hyper-personalized. 

So, you need to understand that a marketing automation system is not just a platform to set up automated communication journeys. It’s evolving to become an intelligent customer data platform. Therefore, the automation tool collects unified data from your external systems such as your ERP, CRM, POS, and data warehouse. 

As you collate different customer profiles, you will discover some users having repetitive features. You could group them into one segment and conduct advanced personalization of communication processes. 

And the following are the customer data you need to collect to endorse 360° customer profiling. 

Online Store

  • Activities on your website and mobile app
  • Products added to cart
  • Purchases
  • Conversion source paths
  • Lead scoring
  • Search terms used

Communication

  • Live chat conversations
  • Banners clicked
  • Emails opened
  • Emails clicked

Other metrics

  • Personal, demographic, geographic data

3. Hyper-Personalization for Greater Engagement 

If you could endorse personalization according to individual preferences, then 75% of consumers will be more likely to purchase from you. 

At the heart of it, personalization is all about tailoring the offer and communication to each client individually. While executing this, however, be mindful of your consumers’ needs, preferences, and past transactions. This way, you would be able to deliver the most appropriate offer.

Let’s use an illustration to understand personalization better. 

Assume that you are the owner of an eCommerce store selling fashion apparel. Now think of the possible chances of when there will be a greater chance of a conversion. 

Is it when you would send an email to all your customers at the same time or is it when you adjust the delivery time in synchronization with the user activity?

Similarly, is it when you share the same offer for everyone on your mailing list or is it when men and women see different apparel suggestions?

Likewise, is it when all your online store visitors see the same banner with new arrivals or when there is a separate banner for men and women with new collections?

As you could see, it is the second option that caters to more increase in conversion. And with a marketing automation tool, you could nail personalization. 

Now you might wonder what data points you need to work this out. Well, personal data, contact details, transaction and behavioural data would suffice. Using these, you could personalize your email subject and message, ads, website content, campaigns, and offers.

And most importantly, product recommendations. Although their recommendation click-through-rate on your site could only be 7% of the total site traffic, it could make up for 24% of orders and 26% of revenue. Even the eCommerce behemoth, Amazon confirms that its recommendation system vouched for 29% of its sales, increasing it to $12.83 billion from $9.9 billion, during its second fiscal quarter.

So, how does Amazon succeed with its recommendation engine?

Data.

Capturing data around what your customers have browsed and saved in their abandonment carts can make all the difference. You could then use that data in your cart abandonment campaigns, win-back campaigns, and retargeting campaigns. 

Here’s where investing in the right marketing automation platform would help you improve your customer experience during the buying process. By integrating the intelligent recommendation system with your eCommerce store you could display products that have the highest chances of purchase. 

This is a win-win situation. While you can attain your revenue targets, you would simultaneously be able to make your customers feel that they have come to the right place. After all, it’s not without reason that 91% of customers would most likely shop brands that provide relevant product offers and recommendations. 

Red Flags Your eCommerce Business Needs Marketing Automation

red flags your eCommerce business needs marketing automation

While there’s a lot that marketing automation can accomplish for your eCommerce business, you need to ponder if it’s really needed for your business. Oftentimes than not, the fancy of new technology and the promises it makes allures folks into an investment. But when they are not ready for it, they fail to leverage its full potential and eventually think it was all a waste of time and money. 

I do not want you to face such a situation. 

That’s totally why I’m writing this whole chapter to help you understand if your eCommerce business needs marketing automation software or not. 

If your eCommerce business faces one or more of the following signs, then it’s a tell-tale that an investment is just around the corner. Let’s delve in. 

1. You Need More Customer Data

Your marketers might be the best. Yet, there are chances that they slip while managing more than a few dozen customers. But to build a successful eCommerce business, you need more than a few dozen contacts!

When you try to segment and target existing and potential customers, you would lack the data to do so. Because you need more than the first name, last name, and email address to run customer-centric marketing. 

This is when you need to upgrade to a marketing automation system. Through its AI-driven segmentation feature, you could not only capture more leads but also target your messaging. Into the bargain, this exercise would help you collect other customer data such as their location information, job titles, and make the data available to you in a feasible manner. 

2. You Find it Difficult to Reach the Right Target Audience

To stand out among your eCommerce competitors, it’s vital that you understand who your best-fit customers are. Then you need to determine where they are online most of the time. 

On the flip side, if you always try to attract all your store visitors, you could miss potential leads. They would get tired of your common messaging and would favour other brands who empathize and understand their specific needs. 

In such cases, marketing automation software can help you identify your ideal buyers. It would also help you track their behaviours across your online store. Curating all these information could help you better segment your target audience to reach them at the right time, every time. 

3. You Struggle to Measure Consumer Interest

If you are aiming to build long and productive relationships, then start by building customer loyalty. The core element of customer loyalty is customer happiness. 

Unfortunately, this ain’t a linear process. 

If you’re thinking of prioritizing customer interest and contentment based on his/her likelihood to convert, then it’s going to be way more challenging than you could fathom. And sometimes, it might just feel impossible to analyze how interested your potential customers are in your brand. 

So, gauging whether your prospects are the right fit for your product and brand would always be a herculean task. 

But it’s not impossible. 

Knitting automation into your marketing strategy is indeed the secret sauce to overcoming the struggles you face while trying to measure customer interest. This will help you figure out in advance how the outcome of your campaign might look - whether it would win a sale or disinterest the potential customer. 

4. You Lack Insights to Your ROI

The Return on Investment (ROI) is a key metric that’s defined as the ratio of the gain or loss from an investment you’ve made relative to its cost.

While drawing the revenue numbers you might not face any hassle, the major issue arises when you’re trying to discover the campaigns that display the most significant ROI. At this investigation, you might be clueless as to what to do and where to look.

But with a marketing automation software, you would garner insight into your marketing ROI and pinpoint what works and what doesn’t.

5. Your Leads Are Slipping Away

Without automating your marketing, you’d find it arduous to nurture unengaged customers. While you struggle to keep them engaged with activities and try to keep a stable presence in front of these leads, your competitors would wedge through. 

This is why nurturing your leads with automation is indispensable when we look at both the conversion and revenue aspect.

Research has it that 47% of larger purchases are from nurtured leads in comparison to non-nurtured leads. So, if you feel that you are losing opportunities, then it’s sensible to invest in the right automation tools that will help you deliver relevant content based on how your leads interact with your emails, website, and social channels. 

So, when there are warm leads, ready to make a purchase, there’ll be an automated message waiting for them. 

No more of letting ‘em slip through cracks.

6. Your CRM System is Outdated

Tell me something, is your CRM effective with its sales reporting and functionality?

Nope?

Trust me, you’re not only hindering your marketing management, but also the ability to make informed decisions based on the profit projections. Your CRM can’t afford to play the role of a digital address book. 

It should go beyond, and cater to automation workflows. 

Your ideal CRM would be one that best manages tasks, sales forecasting, along with features to identify and reach out to customers. 

But since that’s impossible, the best way forward is to integrate your existing CRM with a marketing automation tool. When you  approach vendors, be sure to inquire if their marketing automation software would integrate with your CRM.

7. You Have a Long Sales Cycle

I’m sure your eCommerce sales cycle isn’t as long as those B2B sales cycles. Yet there’s a chance that you’re facing this hurdle. Sometimes, the predictable phases between the initial touchpoint to closing the deal can spiral around especially when your prospects have decided what to buy and who to purchase from. 

So, getting them to know your brand, and convincing them to take action will be a time-consuming process. With an automation tool, however, you can shorten your sales cycle and make it easier, resulting in huge profits :) 

So, tell me, friend, how many red flags are in your direction?

Zero? Then, you could check in here later. 

One or more? Please read on and see how marketing automation can revolutionize your eCommerce business. 

Here’s How Marketing Automation Can Revolutionize Your eCommerce Business

marketing automation benefits

1. Increase Average Order Value

How much do you charge for your products? 

Optimal? Lower than your competitors?

Or are you thinking of price optimization only now? 

Either way, if you think that pricing your products below what customers could afford to pay would bring you more profits, chalk it off. That’s not going to work. Because 86% of customers are willing to pay more for better customer experience. 

So, raising your price isn't going to affect your business. Rather, it could wonderfully increase your average order value (provided you have a marketing automation tool that caters to exceptional customer experience). 

And it’s really a simple solution to increasing your AOV. 

So, at this moment, since your business inception, if you never rethought your pricing, it’s time to do so now. If you are concerned and have nil foresight as to how this change would impact your business, don’t worry, marketing automation will have your back. 

With a marketing automation tool, you could raise the price of a few products and compare the orders over time. You could also identify key demographics, segment the audience and test the price variants with each group. 

Once you have some data on how the price changes are impacting your profitability, you could make the necessary tweaks to get a better AOV. In case, despite all the price optimization, you seem to lose your AOV from what it was in the beginning, you can lower your prices again. 

But it’s a tactic worth a shot!

Now you might be asking me about plan B, right? 

So, here’s what you do once price change fails to get you better AOV - cross-sell and up-sell. This is yet another way to earn more on each order. While cross-selling, you are encouraging your customers to add related items to their cart. And with upselling, you are nudging your customers to switch to a higher value and/or higher cost item instead of the product of their original choice. 

Cluster your product page, cart part, and even the order confirmation page with a relevant cross and upselling offers. In case you're wondering how to cross-sell or up-sell since you sell only one product - well, get creative, my friend. 

Try offering a bundle package for buying more than one item. You could also give a consultation service for customers who reach a minimum threshold order - this will help you fetch a higher AOV. 

And here’s a clever example. 

ecommerce subscription upsell modal

It’s a simple email receipt, right? But a clever one that cross-sells. 

Similarly, you could also cross-sell products while sending out these order confirmation email receipts. Your customers would soon be generous with their basket value.

2. Reduce Churn and Enhance Customer Retention

Embrace the Pareto principle. Just like how 80% of consequences come from 20% of the causes, 80% of your revenues can come from the 20% of your existing customers.So customer retention is essential. It’s the heart of your business, only when it pumps will your business thrive. 

While you might argue that customer acquisition can also get you better sales, friend, let me make it clear that it’s hard. 

I’ll tell you why. 

First, acquiring a new customer would cost you five times more than what it would take for you to retain an existing customer. Second, it’s easy to sell to an existing customer. You can measure a success rate of 60 to 70% but if you are trying to sell something to a new customer, chances are only 5 to 20% of them would purchase.

This makes it clear that your returning customers make up your biggest portion of revenue. And it’s cost-efficient to encourage them to spend more on your products. You could increase your retention rate by offering a subscription. 

Another way to increase retention for products that do not need re-up soon, is by offering warranties or an on-call customer service. And believe me, with marketing automation, subscriptions become a snap. 

Your automation tool will help you trigger follow-ups to remind your subscribers when it’s time to renew. You needn't at all run the batch processes. Everything will be automated sans hassle. 

3. Improve Shop Conversion

The reason why a customer might leave your store or unsubscribe could be different. Maybe, they didn’t find what they were looking for, or maybe, they heard some news and visited, but didn’t find you relevant with their interests. 

Now, whatever the reason might be, to improve your shop’s conversion, you need to check the sources of visits in your online store. Find out what brings them in, to analyze why they leave. You can develop automation journeys that cater to the needs of your users. After all, since a big part of your web traffic is paid, losing visitors is literally like leaving money down the drain. 

So, ensure to measure important metrics such as the revenue per visit and pageviews per visit. Do monitor the bounce rate, time on site, and the conversion paths taken by your visitors.

With marketing automation, you can do all this effectively with its 1:1 product recommendation frames. It will also help you with dynamic lead generation popups, A/B tests for your product pages, and support website automation.

This way, you would have the chance to display tailored content. This includes dynamic product recommendations based on AI-engine that predicts what your visitor might want to buy. Besides, it would display contextual information in sync with the customer behaviour using pop-ups and banners - each with content tailored for individual visitors. 

Consequently, when customer X is in two minds to buy a product, his hesitation could be dispelled by seeing the number of people who bought the same product. The social proof mechanisms could display those numbers on product pages and influence the purchase decision of your stalling customer.

4. Endorse Control Over Customer Lifecycle

As much as you’d want to make your customer who buys twice a year to buy a third time, you simply can’t ace it by sending him a sales email. 

Here’s where you need to understand that your customers are divided into different customer journeys. Some would just be getting to know your store, some would have already shopped with you, and some might be lapsing that they churn eventually.  

If you fail to have good identification of your customer journey, then you would eventually be sending out content that might not be relevant to them or that which they might not be interested in. This could discourage them from engaging in conversations with your brand in the future. 

So, take the time to calculate your customer’s lifetime value, and the churn rate. Also, find out the number of new and returning customer orders. 

With a marketing automation software, you’d be able to get a 360° view of your customers - whether visitor X is a first time visitor or a new customer, or someone who has already been interested in your products, or is a regular customer.  

Then, you could automatically segment them based on their level of activity. So that, when a customer shows propensity to churn you could run a re-engagement campaign. To someone who regularly shops with you, you could offer loyalty programs and referral campaigns and thus enhance their retention rate and their basket value. 

5. Augment Marketing Effectiveness

If you run an identical and standard campaign for all your customers, it’s going to negatively impact your marketing results. 

As an example, take email campaigns. If you see a low open rate, then the cause could be a non-personalized subject line. Also, launching the campaign at the wrong time and/or to the wrong audience could again cost you handsomely. 

After all, would you still continue to do business with a brand if after you just purchased a product, they send you a ‘Miss You’ email? 

You get it, now, right?

So, if you see a low click-through-rate, then understand that it is sans tailored content and sans tailored product recommendations. Not paying attention soon enough can lead to increased unsubscribers. 

Here are some of the key metrics you’d want to keep a track of:

  • Email open rate and click-through-rate
  • Newsletter subscriptions vs unsubscriptions
  • Customer acquisition cost
  • ROI and return on ad spends

And with a marketing automation platform, you can have a unified view of all customer data and understand well if customer X needs email communication or is more sensitive to ads. Then, you could also find out on which day and time they are most active on the communication channel and discover their spend rate and shopping frequency. 

So, leverage the power of AI-based advanced audience targeting to deliver 1:1 personalized offer. Send the message at the right time, through the right channel, and see how it’s impacting your revenues. 

6. Optimize Sales Process

Your marketing should drive you sales. But unfortunately, despite the marketing you undertake, the market average of abandoned carts is as high as 67.9%. Here’s the translation to this statistic: Only one third of all carts in an online store ends with a purchase. 

Heart wrenching, right?

Let me tell you another fact - the return rate in eCommerce can reach upto 20%. So, if you could only reduce your cart abandonment rate and the return rate by 3%, you could increase your revenue by 13%.

But you can’t limit cart abandonment and returns as the sole attributors of revenue killers. Sales can also be affected due to low purchase amounts or even high discounts. And the worst is when your high selling rate is equally compromised by a high return rate. 

Take heart, friend. Even to your sales challenges, marketing automation holds a tangible solution. 

Research has shown that when you identify customers with marketing automation tools, and engage them with a campaign, the cart abandonment rate can become two times less. Your eCommerce peers who are making the most of marketing automation are able to reduce their cart abandonment rate by up to 12.6%. Then, imagine by how much they would have increased their profits. 

So, take advantage of the marketing automation software’s product retargeting feature to recover abandoned shopping carts. Remind your customers of the products they viewed recently. Go cross-channel to carry your communication. 

Another way to optimize your sales, especially by increasing the cart value, is by promoting complementary products (a.k.a cross-selling and up-selling). Embrace marketing automation and delegate reasonable discounts by assigning coupons appropriate to the customer value. 

The Magic of Integrating Your CRM and Automation for Your Ecommerce Business

how to integrate crm and marketing automation

Right. No one needs to tell you twice that growing your contact list is vitally important to a flourishing eCommerce business. 

And to do that, you need a sturdy Customer Relationship Management (CRM) software. It is your powerful tool to manage the colossal data around your interactions with your prospects, leads, and customers. 

So, every time you connect with your customers, you learn something new about them, and your CRM would help you keep track of it all. And imagine what it would be like to integrate your CRM with automated journeys.

Your list will keep growing and your business will keep thriving. 

Let’s look at some of the best ways to build your list, convert them, and segment them for endorsing the best eCommerce automation campaigns. 

1. List Building

To build your list, you need folks to come to your website. And that means, attracting new traffic. So, when people are interested in your content and products, there’s a high probability that they’d want to keep hearing from you. 

Here’s a catch, however. To get your web visitors’ contact information, you need to give them a reason to do so. Oftentimes than not, relevant, informational, and helpful content is the best starter. 

For your eCommerce business, your product pages are the top magnets that draw new contacts. Irrespective of whether they land through search or paid ad, or social media or referral, your products and services could draw plenty of newbies. 

So, be watchful, and add them to your list as soon as they purchase from you. 

Through this exercise, you’ll gain a ton of insight into their identity, their geography, and purchase history. In case, a customer lands on your online store via paid social ad, you’ll be able to collect their social details too. 

All of this data, put together, can improve the quality of your marketing and creator returning customers down the road. 

Here’s another way to grow your list - newsletters. 

Getting your customers to subscribe to your newsletters could be challenging but the opportunities for this action are endless. After all, every page of your online store is an opportunity to get your customers in the loop for discounts, insider information, tips, strategies and more. 

As people subscribe to your newsletter, give them the option to set their preferences on the kinds of content they’d like to receive from you. 

Do they want discounts and offers and not insider information? Let them have it their way.

This will help you provide the best newsletter content and keep them engaged with your brand. 

For illustration, I’ll show you how Hershey’s aces this. 

If you head over to their website, they have strategically placed the newsletter subscription call on all their pages. Upon subscription, they ask me for my preferences. 

hersheys email marketing preference

I wanted to learn how they make those finger-licking goodies and opted-in for Hershey’s recipes. And look below, they keep doing a good job of engaging me and reminding me of their brand. 

hersheys email marketing

So, it’s not just when I crave Hershey’s that I indulge in a purchase, but every time I burn my baking :) 

Another way of growing your list is by having a dedicated landing page. For instance, you might have just launched a referral campaign. So, you might be displaying pop-ups to your loyal customers to get the word around. 

And when they click on the pop-up, they could be taken to the landing page, wherein you could ask them to fill their details and those of the referral. See, this is yet another actionable way of growing your list. 

Also, if you offer products or services that might need some professional advice, create those resources. It could be a how-to guide or an e-book - but something that your visitors would find useful. 

For instance, if you sell woollen clothes, then you could create resources on how to crochet a beanie hat in exchange for user contact information.

2. List Segmentation

Once you start collecting visitor information, segment them for narrow targeting. Let’s look at some of the best ways to segment your audience

1. Demography

Talking about demography can help bring light into a person’s needs and interests. You’d want to collect the following information:

  • Gender
  • Age
  • Profession
  • Income

This is just the basics, but the more information that you could collect, the more options for demographic segmentation. You need to be careful, though. By asking too much information, you might scare your audience from signing up at all. 

So, decide the metrics that are vital for your business and include only those questions in the signup process.

2. Geography 

You can use locational data to segment your audience, especially in cases where geography can influence the purchase decision. 

One way to go about this is by sending time-based email messages. So, your customers in San Francisco would get campaign X delivered to them by time X while the same campaign will be delivered to the folks in Indonesia by time Y. Note that the different times X and Y would be the optimum email marketing times.

3. Past Purchases

Like I said earlier, your CRM and automation software would help you keep track of your customers’ past purchases. 

So, for instance, if you sell hairstyling accessories, you could create automations to send out email recommendations for similar items or accessories that would complement your customer’s previous purchase. 

Alternatively, when a customer purchases products that require renewal or refilling, be sure to send out targeted emails to remind them.

4. Cart Value

Supposing you sell a range of high and low dollar items, segmenting by the cart value can be a great strategy.

To do this, draw the customer expense history and segment those customers who would likely buy more expensive items. Then you could launch campaigns featuring products that will be in every customer’s price range. 

Intermix, a women’s clothing retailer, used this technique to reduce the discount values for their customers, They segmented customers into VIPs, sales shoppers, and brand shoppers. The former are those with high disposable incomes, the middle category are those who buy when motivated by discounts and the latter are those who were loyal to Intermix but were price-conscious. 

When Intermix sent out their campaign, they delegated non-monetary offers for their VIPs while the other two segments were sent discounts ranging between 10% to 30%. This fetched them a 15% increase in their annual revenue

Sweet, right?

Powerful Marketing Automation Campaigns for Your eCommerce Business

marketing automation campaign examples

Marketing automation is a powerful tool for retaining your eCommerce customers. In fact, for every dollar spent, you could earn an average ROI of $38. Let’s, therefore, see what marketing automation campaigns you could configure to get greater profits for your e-store. 

1. Abandoned Cart Campaigns

While research has discovered that online retailers lose as much as $4 trillion to cart abandons, there’s still good news. If you are savvy enough, you could recover up to 63% of your lost revenue. 

Understand that this campaign is time-sensitive. Shopify suggests a three-framed calendar - the first one to go live after 24 hours, the second one after 48 hours, and the third one after 72 hours. So, your abandonment automation journey will have three sequences. If a customer buys at the end of the first sequence you’d forego the remaining two sequences for him but would continue for those who have not acted. 

In the first sequence, you could remind your customers what they left behind. 

abandoned cart campaign sequence 1
Image Source

When there’s no response, handle objections in the second sequence. 

abandoned cart campaign sequence 2
Image Source

Still, your customer doesn't seem to budge? Send out a discount or an incentive. 

Now, this is only a starter. But as your business circumstances spur you, feel free to try out five to six sequences as befitting. 

2. Welcome Campaigns

We spoke of how you could grow your list in the previous chapter. Don’t let it stop just there. Launch an automated welcome campaign to, of course, welcome your subscribers, set the right expectations, and offer incentives. 

Here’s Huckberry’s welcome campaign for your inspiration. 

huckberry welcome campaign
Image Source

3. Nurture Campaigns

Once you’ve welcomed your subscribers, nurture their relationship with your brand. Here again, marketing automation will help you set up the nurture journey. For instance, in your first email, you could educate your prospects of your products. 

Then, in the second, you could help them get to know your brand. The third correspondence could be based on their site behavior. 

Eventually, as your prospects turn to leads and customers, you could onboard them to the repeat customer automation sequence.

4. Repeat Customer Campaigns

Ensure to give a special treatment to your repeat customers. They are folks who know and like your brand. Keep that message resonating through all of your emails. 

You could begin this campaign, once your customer checks out. The ideal time to launch this would be two days after your customer receives the product. You could say that the email is just to check-in and probably would be a good opportunity to also ask for a review. 

Four days later, you could then send a personalized recommendation email and keep the sequence rolling forward. 

How to Choose the Right eCommerce Marketing Automation Software?

how to choose the right ecommerce marketing automation software

1. Layout Your Needs and Expectations

Ask yourself some business-related questions. 

What are your goals?

What marketing activities are you running currently?

What activities should you automate? 

Then, based on your answers, evaluate your options. Here are some of the important features you’d best benefit from an eCommerce marketing automation software. 

  • Email marketing
  • Landing pages
  • Social media marketing
  • Reporting and analytics
  • Website tracking
  • Forms 

2. Do Some Research

Once you are sure of what you need in your marketing automation software, do some research. There are a lot of resources out there to help you perform market research. To make this process easier, I’ve written a blog featuring the top 10 marketing automation tools

Some of the top players in 2021 are Ingage, Hubspot, Bitrix24, and beside these, there are other options as well. 

3. Schedule a Demo or Start a Free Trial

Once you are sure of which marketing automation tool would benefit you, schedule a free demo or a free trial. This will shed light on how the tool works. You can integrate it into your eCommerce store and check if it's worth investing in or not. 

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How to Get Started with Ingage’s Marketing Automation for Your eCommerce Store?

how to use ingage ecommerce marketing automation

1. eCommerce Store Integration

There are two ways in which your vendor will help you with eCommerce store integration. One is through a REST API and the other way is to add a monitoring code as a plugin. This will help you fetch user’s behaviour and transaction activities on your website. 


With Ingage, you could capture the following eCommerce events with the store integration:

  • Login
  • Product clicks
  • Add to cart
  • Check out
  • Payment
  • Return
  • Purchase
  • Logout
ecommerce events configuration in ingage
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2. Importing Item Master

Your item master is the source of data about products from your eCommerce store. This would have the following information:

  • Product ID
  • Product name
  • Product link and image link
  • Product descriptions 
  • Brand category
  • Price

These details are indispensable when you launch your campaigns with Ingage. You could upload it through a CSV file and Ingage would automatically sync all the data with your store so that you could use it for running your campaigns. 

3. Importing Contact Base

Once you import your product details, it’s time to migrate your contact list from your CRM onto Ingage. You can import unlimited contact records with the following details:

  • First Name
  • Last Name
  • Email
  • Contact No
  • Date of Birth
  • Store ID
  • Gender
  • Nationality
  • Language

Similarly, Ingage also allows you to import transaction and store details. 

importing contact base in ingage


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4. Communication Channel Configuration

With Ingage’s marketing automation feature you could integrate your communication channels. Be it SMS, WhatsApp, social inbox, Email, or push notifications, you have it all with Ingage. So, as and when you create your campaigns, with just a click you could promote it through the channel your customers are most active on. 

ingage communication channels


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Marketing Automation is Entwined with Your Peer’s eCommerce Business. What About You?

Friend, marketing automation has ceased to be merely an addition to your eCommerce store. It is now the benchmark that enables effective management of your campaigns and sales activities. 

So, as you approach the decision making phase, I suggest you choose a marketing automation platform that is built exclusively for eCommerce. What do I mean by that? The investment you make must go into a software that does not require many months of custom development, rather one that gives you a ready-made, adaptable, and out-of-the-box solution - like Ingage. 

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