The document discusses marketing automation and its significance in enhancing the customer journey for e-commerce. It emphasizes the importance of understanding customer needs and desired outcomes while implementing automation strategies, providing examples such as follow-up emails and reactivation strategies. Key advice includes finding the right technology partner, being selective in influencing the customer journey, and continuously testing for effectiveness.

2. Nurturing your ecommerce customers with
Marketing Automation
Assisting the customer journey
Steven Shaw // Digital Director @Branded_3

3. • What is Marketing Automation?
• Creating your automation plan
• Some examples of Marketing Automation
• Getting more sophisticated
• Final thoughts
Agenda

4. What is

7. greater average deal sizebetter lead conversion rate
*Source: Aberdeen Group - “Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your
Deployment for long- term ROI”, June 2010
Marketing Automation statistics

8. Creating your

9. Understand your customer
• What is your customer journey?
• What part of the journey do we
want to influence?
• What data do you have about
your customer?
• What are your desired outcomes?

10. States, Triggers, Conditions & Actions

11. Some

12. Example: Follow-up email
New Order Delivered Cancellation

13. Example: Abandoned basket

14. Click to conversion rateopen rate on
automated marketing email
*Source: SalesCycle
Abandoned basket statistics

15. Getting more

19. Reactivation strategies

21. Keep your plans simple and relevant
A. Find a technology partner that matches your vision
B. Be selective about where you want to influence the journey
C. Don’t give up, if you don’t see a return in the first instance
D. Always be testing!

22. Thank you from
steve.shaw@branded3.com @greygorn Branded3.com @Branded_3