The Use Of Automation In The Marketing Of An Online Store

Automation of marketing significantly increases the conversion of the online store and helps to activate the user, "infect" it with the value of your product. This is when the message comes to the user at the most appropriate moment with the information that is likely to convince him of the target action.

Auto messaging is especially good in cross-over and add-on. sales, but they can be used anywhere.

In order for these auto messages to function as a clock (sent at the right time for each user), you need to collect key information about the actions of each user and use it as a trigger. It is the trigger that triggers the message, the message chain, or complex sales scenarios. Article in the topic: What information about the user needs to be collected in order to make a sale with a probability of 90%.

We selected 3 practical examples of the use of automation in the marketing of an online store, which you introduce without problems.

Welcome email

Trigger: user left email (subscribed, registered, left an order, placed an order)

Collect email of your users and afterwards automatically send them a letter with gratitude and your creativity (the main thing is that the letter conveys emotions and memorized).

Expanding the base of the leads of your online store is vital, so do not forget to warm up each such lead with a letter. Invest in this process and already on the nearest cohorts you will see the result. By the way, you can effectively work with the user, even if he did not leave an email.

Any visitor who left an email is extremely important to your business. Make him love you with the help of a steep letter. What if in a letter to offer him a discount on future purchases (more standard) or throw off a link to a new autumn collection with its description, I wonder, right?

Less advertising, more use, then the average check and LTV will be much higher, and the conversion itself in the purchase will increase.

Automation for the purchase cycle

Trigger: Timeout by action (for example, 30 days after purchase)

Buyers in the online store left an email, but they did not buy anything. It is clear that they have an interest, but something is holding them back. You can use as a trigger the fact of leaving an email and the time period for which the user will not make a purchase. Since he never bought it, it means something stopped him - in time push him to buy, until he left to competitors - give a promotional code for a discount or offer specialist help.

Users always doubt the last step of the purchase, this is psychology, which we analyzed in detail - the user exacerbated the sense of risk.

The buyer made the order 3 months ago, but since then nothing has been bought. You can set up a trigger message with text like "We missed you" or "There are a lot of new things, see what will decorate your wardrobe." And to attach to it goods similar in theme to those that were bought just 3 months ago.

The same method is suitable for seasonal goods: someone bought something during the New Year holidays. We can assume that after a year he also wants to buy something.

Letter about the abandoned basket

Trigger: abandoned basket

About 80% of users throw baskets, this is normal, our task is to return them, so that they complete the purchase. We send the client something like an incentive, which forces him to return.

The first letter about the abandoned basket should be sent immediately after the "throwing" of the basket, while the client still remembers what it was for the site and what he wanted to find or buy there. Automation of marketing is ideal for this, because by automating the process, you will save yourself a lot of strength and resources. You can even send more than one letter, but a whole chain, timed and designed to finish off the client and return it to your basket. In the second letter it is possible, for example, to give him a code for a discount, but which very quickly expires.

Hint: always add products from the shopping cart to the email. Also worth mentioning is that you can throw away old goods, and add new ones, and always offer your help for ordering, delivery, etc.