9 ways to use marketing automation to sell more in Ecommerce

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Marketing automation for e-commerce can make it easier to create personalized communication with your audience , but have you ever stopped to think about how to get started?

In addition to structuring your Ecommerce and having a good CRM , it is essential to have a tool that helps you connect the channels used and develop actions based on the behavior of each person who interacts with your brand.

If you need help with the first steps to creating, this text will help you!

What is marketing automation?
If you don't understand exactly what marketing automation is or how to use it in your Ecommerce, here's a brief example .

A user accesses your website , browses through some products and, upon finding one that interests him, adds it to the shopping cart; after some time, he gives up on the purchase and leaves the product in the cart.

How about sending an automatic email after a while peru mobile phone number reminding the user that they haven't completed the purchase ? You can also offer some kind of benefit that encourages them to return to your online store and purchase the product!

This is marketing automation .

In short, it is a communication (automatic, of course) created based on some consumer behavior . In other words: marketing automation is an effective alternative for creating personalized marketing actions for each person who interacts with your company, whether in E-commerce or even in other channels.

Consider implementing DMARC (Domain-based Message Authentication, Reporting, and Conformance) to further enhance your security by preventing unauthorized emails from using your domain name and potentially tricking customers into providing their information.

Importance of marketing automation
marketing automation

According to a study conducted by Emailmonday , more than 50% of companies already use marketing automation . The same survey shows that, among B2B brands, 58% plan to include a marketing automation tool in their communication strategy soon.

Speaking of investment, 63% of professionals working in marketing intend to increase investments in automation .

If you want to increase your company's revenue and also retain customers who have already purchased products, marketing automation needs to be present among the actions to boost Ecommerce.

What does it take to do marketing automation for e-commerce?
With a marketing automation platform , you can connect your Ecommerce with other channels and boost your sales.

There are several tools available on the market, each with specific features that can help you understand your audience's behavior and create marketing actions based on this .

How to use marketing automation in Ecommerce: 9 tips
Now it’s time to gain some insights into how marketing automation can be used to increase ecommerce sales and ensure that your audience keeps engaging .

1 – Capture more leads
Attracting as many leads as possible to your company is the first thing you should do to get the best results. Therefore, in addition to having more visitors to your website, you need to ensure that this audience can provide information such as email and phone number to join your contact list .

To increase your audience in the right way, focus on pages with the highest number of hits to include forms – in fixed points or in pop-ups.

It is important to be careful when defining when a pop-up notification will be displayed . After all, a notification that does not make sense to the user can have a negative impact on navigation, causing them to leave the site and give up on purchasing from your store.

Marketing automation platforms also allow you to connect existing forms in Ecommerce with the platforms . This way, when a user registers on a form, they start participating in the marketing actions created on the platform.

You can also capture contacts by creating specific pages to promote your products or by integrating channels such as Facebook and Instagram . This way, contacts captured through forms published by Facebook Lead Ads, for example, can participate in marketing automation flows to access your Ecommerce and buy more!

2 – Welcome automation
Have you ever registered on a website and waited for that message to confirm your registration or to offer you some benefit ?

Having a welcome marketing automation can help you encourage new sales in Ecommerce, as well as being a kind of starting point for your relationship with consumers .

Whether by email or SMS, you can present the main items in your store and, as users interact, you can create new automations to further personalize communication .

Depending on the information you have about your users, you can also define what type of product to offer them .

If you offer several categories of products on your Ecommerce, you can ask users to inform you which products they are interested in using forms and, therefore, send only the right items.

3 – Lead nurturing
In addition to increasing your organic traffic and capturing new contacts, you need to ensure that they remain engaged with your brand until they become loyal customers .

With the help of marketing automation, the nurturing of leads captured in Ecommerce or other locations becomes even more qualified.

After all, as each consumer interacts with the marketing channels used by your brand, they can receive related content – ​​whether informative or focused on products .

4 – Actions based on the product visited
marketing automation

There's nothing better for generating sales than identifying which products were visited by leads and sending personalized content based on this information, don't you think?

You can create automatic emails focused on the product – providing more details about it and highlighting its benefits – or even messages with items related to it.

Simply define which products should be analyzed and, of course, create an action that arouses the curiosity of each user ! With this, you can make them return to the online store and complete the purchase.

5 – Identify potential customers
By analyzing which contacts browse product pages, which of them view your emails the most or interact on other channels, you can find out which leads are most willing to buy .

Using a marketing automation tool, you can use this type of behavior to classify contacts according to their level of engagement .

Through lead scoring, you can assign points whenever there is any interaction with the channels connected to the marketing automation platform – including your Ecommerce.

6 – Recover leads and customers who do not interact
Remember the example mentioned earlier, the field referring to the date of the last purchase?

Therefore, this field can also be used to identify customers who have not purchased products for a certain period .

You can create a specific automation that checks the date of the last purchase. When the customer reaches a specific period without purchasing , they receive a message with products related to the one they previously purchased.

Marketing automation can also be useful for recapturing the attention of leads who have not interacted with you for some time. In these cases, it is important to be careful not to attempt too many contacts in a short space of time, as this can cause losses for your company – in the case of email marketing, for example, spam complaints or requests to unsubscribe.

7 – Update lead and customer data
In addition to creating actions focused on direct communication with the public , you can also automate processes to keep all data up to date .

Creating flows may involve updating data in the automation platform or other systems – such as a sales CRM .

This type of update can help you develop new actions, whether on the automation platform or outside of it .

To continue with the CRM example , let's say you want to identify the most engaged contacts and then forward them to the sales team . With marketing automation, you can do this verification using resources such as the aforementioned lead scoring.

Just define in the automation that, when the lead reaches a “threshold” score, their data must be forwarded to the CRM used so that the sales team can speak to them.

8 – After-sales
Marketing automation is also a valuable ally in ensuring that customers remain loyal after purchasing from your Ecommerce.

With it, you can automatically send satisfaction surveys to understand everything about the purchasing experience and further improve your approach to continue selling!

This type of practice helps you understand whether the product met the customer's expectations or even whether it is possible to optimize stages of the purchasing process , such as payment methods , product status updates, etc.

9 – Encourage new purchases
Finally, one more action that can be created if you know the date of each customer's last purchase.

This automation flow helps you offer new sales opportunities to those who have recently purchased and remain engaged.

Knowing when each person purchased and which item was purchased, you can offer new versions of the same product or even promote items that complement it.

In addition to having good online customer service to help customers, it is important to have communication that shows them that your store has several products that they can still buy.