This document discusses how marketing automation can help solve common ecommerce problems. It addresses issues like low retention rates, high traffic but low conversions, abandoned carts, and leveraging omnichannel opportunities. Marketing automation allows tracking customer behavior data across multiple channels to send personalized messages. Abandoned cart recovery emails within 48 hours and win-back campaigns for inactive customers can boost retention. Reminding visitors of items in abandoned carts and easing the checkout process also reduces cart abandonment. Integrating mobile apps and a unified platform prevents issues from a lack of multi-channel integration and understanding of each channel's strengths.
3. Marketing Automation vs Ecommerce
of carts are
abandoned
68%
Rescue emails
show 621% higher
conversion than
bulk emails
621%
Win-back campaigns: well
executed campaign for
inactive users can engage
back 8% of them
8%
90% of potential
customers lose interest in
a product within an hour
90%
Real-Time Marketing increases
customer satisfaction by 67%
and boosts retention by 60%
67%
Dynamic emails after visit with
personalized offer show 248% higher OR
and 463% higher CTR when compared to
bulk messages
248%
Emails sent to a group of users
interested in particular item or
category show 14,7% higher OR
than messages sent to whole
database
14,7%
Post-transactional
messages generate 2-5x
higher revenue per email
than traditional batch
messages
2-5x
Mcommerce value
reached $291 bln USD in
2016 (almost 3x higher
than in 2014)
3x
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4. Ecommerce Most Common Problems
Low Retention Rate
High traffic, low number of leads
Low Sales Conversion
Abandoned carts
Leveraging the Omnichannel
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5. A loyal and buying client is worth every effort.
Loyal customers:
Low Retention Rate3
The 80/20 Rule - 80%
of your revenue is
generated by 20% of
your best customers
80%
recommend the brand to their friends
write web opinions
advocate the brand in case of a gaffe
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6. Low Retention Rate - Reasons
No win-back
strategy
Caring
about client
only till
first purchase
No post-purchase
service
Lack
of transactional-
behavioral
data analysis
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7. Lack of transactional-behavioral data analysis
RFM Analysis (Recency - Frequency - Monetary) allows you to
spot changes in customer behavior and, depending on the needs,
prepare ultra-precise target groups, such as premium customers
who buy with an average frequency, but recently made a major
purchase. Or maybe, the new clients who bought something small
to check you as a goods provider. For the first ones you can send
an offer with complementary products or services or a deluxe
version, while for the latter run educational lead nurturing series
in order to turn them into loyal customers and build long-term
relationship with them.
Low Retention Rate - Solutions
No post-purchase service
Post-purchase service makes a good impression
and helps in creating
a company-customer relation.
Stay in touch with the people who bought something
from you - ask if everything was okay and offer to
answer their questions. You can even run a drip
campaign with step-by-step tutorial on how to
use the products and how to maintain them. You
confirm, thus, the validity of the purchase, and you
show that you care about the customers and their
comfort. It’s also a good time to ask them to issue a
review!
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9. it has a specified purpose
it uses customer behavior insights
it rewards both purchase and engagement
An effective loyalty mechanism that generates real,
tangible results is based on the following assumptions:
Low Retention Rate - Solutions
it gives tangible benefits
Caring about client only till first purchase
it’s simple
it uses 1-to-1 communication
it uses gamification mechanisms
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No win-back strategy
The client who had stopped visiting the
website is not lost yet. First of all, you
have to spot the change in behavior
early enough. The already mentioned
RFM analysis will be really helpful as it
measures the frequency and value of
purchases. Then develop a multi-channel
communication. It only purpose is to
activate those people that no longer visit
the store nor make the purchases.
To use the full potential of all available
channels you need to use tools to
monitor customer behavior, both on the
website, and in mobile applications and
help match content and offers in every
channel.
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10. Mix messages and reactivate the users
PUSH
There’s no limit when it comes to combining and mixing different types of messages, to re-engage
those who have abandoned your store. The mobile channel significantly extends the range of tools
that you can use. To ease the task and avoid mistakes, you will need a system that automates mobile
marketing.
EMAIL SMS
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11. Low Retention Rate - Solutions
Multi-dimensional, dynamic structure
Sometimes it is easier to sketch the whole process
and all the variables that can affect it (someone opens
the email, someone will ignore it, and another person
would react only to a text).
A tool that makes designing dynamic processes with
many conditions and variables much easier is the
Workflow wizard.
It allows you to create both simple automations, and
multi-level, multi-channel processes, that will respond
to different behavioral scenarios.
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12. Pay attention to
what
(and how) I do
Take good
care of me See me instead
of my $$$
Fight for me
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13. Case study: Building relations with regular clients
Promotional Happy
Birthday mailings
Promotional Program designed
for regular hotel guests
Every customer gets a birthday
voucher for 1 night free stay at the hotel
Building relations with
frequent visitors and
attracting new ones
CPIhotels.com
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14. Abandoned Carts4
An abandoned shopping cart is a marketer’s
nightmare. Up to 67% of shopping carts sadly end
up this way. The so-called ‘sobering effect’ is the
one to blame. It appears when it comes to payment.
Browsing items in the cart all over again we realize
that: first, we don’t need them to be happy, and
second, that they can significantly decrease our
assets. What originally was a vital opportunity suddenly
loses its appeal. It is a perfectly normal behavior. It’s
the marketer’s job to optimize the process to minimize
the lead leakage at this stage.
At this stage your best friends will be dynamic 1-to-1
emails and the remarketing campaign tools.
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15. Remarketing campaign
24 – 48 hours after completing the cart -
the best time to send the first message
To increase messages’ open rate,
adjust the shipment to user’s activity
peak in given channel. It can be easily
automated with a proper software.
Dynamic 1-to-1 emails
The personalized email can be a little too much for less
engaged customers. If they were on the early stages
of purchasing - browsing items without leaving data
and commencing payment procedure, then the best
strategy would be showing him browsed products in
different channels:
24-48h
AdWords Facebook RTB networks
Abandoned Carts - Solutions4
While picking the perfect Marketing Automation
platform, check if it has good remarketing tools
On the other hand, if the customer already completed
the shopping cart and began the payment procedure,
left the contact data and was interrupted by some
external circumstance, then the best solution is to
send an email, which will remind one of the goodies
waiting in the cart
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16. Examples of automation rules for
abandoned carts
Events: Contact visited URL (cart URL)
Abandoned Carts - Solutions4
Conditions: Contact visited URL (set as
did NOT visit URL – for Thank You Page
after the purchase)
Actions: Send email to a contact (remind
your client the items waiting to be
bought with encouragement to finish the
transaction)
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17. Examples of automation rules for
abandoned carts
Events: New external event occurred –
“CART”
Porzucone koszyki zakupowe- rozwiązania4
Conditions: New external event
occurred – “PURCHASE” (set as did NOT
occur)
Actions: Send email to a contact (tempting
email with a discount)
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18. Remind me
about the items
in my cart
Show me my
items
Ease the
process for me
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19. Case study: Effective dynamic emails after website visit
Email with abandoned cart
A customer adds products
to the online shopping cart
But does not complete the
purchase and leaves the online store
The customer receives an email
reminding him about the abandoned
cart with those products and gets
encouraged to come back and
finalize the purchase
Mivo.pl
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20. Implementation of the Omnichannel strategy results in increasing the number of possible ways of communicating with customers
through various channels. It is also a combination of stationary stores, online stores, websites, social media, mobile devices, and
emails - every possible way to contact the customer. Each of these channels has its own perks and its own rules. 86% of marketers
recognizes the importance of mobile, but ... only 13% of them make any investment in this channel, not to mention the integration of
mobile channel and Marketing Automation tools and the exchange of information about user behavior on the website and within the
application.
Leveraging the Omnichannel5
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21. Leveraging the Omnichannel - Reasons
not
understanding
channels’
nature
lack of
proper tools
lack of
multi-channel
data integration
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23. SALESmanago Marketing Automation
provides an easy-to-implement next generation solutions that
redefine the way traditional marketing tools are used. We are always
going above and beyond the expectations regarding capabilities of
email marketing, dynamic & personalized website content, social
media marketing, online advertising, and mobile marketing. Our
unique methodology is done by powering them by the real-time flow
of customer behavioral and transactional data.
Leveraging the Omnichannel
- Solutions
APPmanago
is a cloud-based Mobile Marketing Automation
platform developed by SALESmanago –
world’s top 6 marketing automation platform
(according to Datanyze.com) used by over
5000 customers in 40 countries. It offers a
complete suite of functionalities and solutions
that help marketers to harness the full potential
of mobile and truly engage customers who
downloaded your mobile app. APPmanago
allows for app users identification, individual
users behavior tracking and automated real-
time 1-to-1 personalization of marketing in the
context of the phone and mobile app.
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