The Complete Guide to Marketing Automation Software for the eCommerce Industry

The Complete Guide to Marketing Automation Software for the eCommerce Industry

Marketing automation is a highly effective tool for increasing sales and boosting customer engagement for the e-commerce firm. It can be a critical asset to assist you in driving sales of high-demand items. It will also save you a lot of time and efforts associated with the marketing operations, especially during the pandemic.

By integrating eCommerce and marketing automation, brands can enjoy the benefits of a smart shopping experience along with the capacity to build customer-tailored marketing campaigns.

This implies that with just a little initial setup, periodic modification, and monitoring, you can increase traffic to the website, boost the quantity and value of orders, and retain more returning clients.

What you need to know about marketing automation

Marketing Automation is all about robust software and automated tools that are a must-have for any e-commerce organization. According to statistics, over 53% of the B2B organization have already implemented marketing automation software, and 37% plan to implement it. Moreover, the world’s top marketers believe marketing automation is critical to their success. 

Streamline and accelerate everyday marketing practices. Apart from increasing marketing team productivity, businesses that employ automated tools generate 25% more income than those that do not.

Marketing automation relieves the burden of manually handling repetitive and time-consuming operations. When marketers are relieved of the daily pressures of doing the same tasks, they are more likely to focus on improving their customers’ experiences with the brand. In a competitive market such as e-commerce, businesses must anticipate their consumers’ requirements, build enduring relationships, and generate income. Automation technology early adopters increase customer interaction and streamline the purchasing funnel. Apart from this, marketing automation provides various benefits to the digital era marketing team, including the acceleration of their marketing initiatives’ success.

The Advantages of Marketing Automation Tools in eCommerce

Boost in CLV (Customer Lifecycle Value)

Customer Lifecycle Management Value is critical for determining the typical customer’s contribution to an e-commerce brand’s revenue. Marketing automation enables marketing teams to communicate effectively with customers at every level of their relationship with the brand. By comprehending CLV, marketing people can validate successful initiatives.

Know how appICE can help you in increasing CLV

Provide a unique customer experience

Given the competitive nature of the e-commerce market, people are quick to switch brands when a business fails to deliver a personalized experience. By monitoring the behavior of prospective and existing consumers, marketing automation solutions assist specialists in determining the customers’ interests and bringing them together.

Increased return on investment

Marketing automation is primarily concerned with the lead nurturing process, and it establishes unambiguous metrics for customer lifetime progress. This results in a significantly higher return on investment than other forms of marketing. According to a survey published by the Harvard Business Review, marketers who leverage marketing automation software enjoy an average gain of 20% in new sales opportunities.

Examples of real-time marketing automation installation

Automating abandoned carts notification

Did you know that 69.57% of consumers abandon their shopping carts before completing transactions? Cart abandonment occurs for a variety of reasons. While some customers are simply exploring and comparing costs, others are making a purchase. Certain individuals become distracted by external influences, such as a phone call or the need to hurry somewhere. And others are deterred from purchasing due to a technical issue, data privacy concerns, or exorbitant delivery costs. While it’s unlikely that you’ll be able to re-engage every customer who abandons their basket, you surely can re-engage a sizable portion of them using automated abandoned cart notifications.

Consider the following essential advantages of these:

– Creating multichannel abandoned cart campaigns is simple.

– Automates the process of cart recovery

Things to keep in mind:

– Frequency of reminders: Basically, three reminders are the golden number for each would-be customer who abandons an item in their cart.

– The best ROI is achieved by sending abandoned cart messages at the following times: 50 minutes, 8 hours, and 23 hours following cart abandonment.

– Prioritize the most cost-effective marketing channel: Web push notifications seem to be the most cost-effective marketing channel. Therefore, send abandoned cart alerts through web push first, and if that does not work, follow up with an SMS reminder. While SMS marketing is extremely effective, it is also more costly to implement.

email marketing with marketing automation

  1. Cross-sell or up-sell emails: Send emails to customers after they make purchases recommending similar things. There are three types of follow-up emails: product, category, and receipt.

For instance, BB cream users receive cross-sell emails for the corresponding moisturizer.

  1. Emails sent to abandoned carts: When registered users and previous customers leave your website without completing the purchase, they receive emails notifying them of the products in their carts.

For instance, registered users who leave the ecommerce app without purchasing receive an email reminder to complete their purchase.

  1. Email to former and registered customers: Former consumers and registered customers receive periodic re-engagement mails to keep them engaged with your business.

For instance, if you know a customer’s birthday, send them a Birthday Wishes email that includes a time-limited coupon code.

Registered customers receive emails informing them of new products, specials, and presale events. Emails with a low inventory also fall into this category. Individuals who add a jacket to their want lists receive “purchase now” emails when the item is on sale.

Customer Behaviour Analysis

Automation software consolidates data into a centralized directory, making it much more accessible. Numerous systems also provide a variety of analytical tools that make things easier to acquire consumer insights. With automated customer analytics solutions, you can analyze lead conversion rates, purchase histories, email interaction statistics, and website hot spots.

Additionally, you can use analytics systems to monitor product performance by identifying possible promotions, future sale goods, cross-sell items, and product groups. Conveniently, the same applications may be used to track the results of any campaigns, sales, or groups you create.

Things to keep in mind:

As your eCommerce firm grows in size, your metrics become increasingly sophisticated. Automation improves data accuracy, allowing you to develop a far clearer picture of your company’s market position.


E-commerce businesses are driven by the constantly changing demands and expectations of users. Numerous excellent marketing automation tools and software recognize the importance of time, speed, and accuracy in allowing marketing teams to exercise ingenuity and creativity while building incredibly influential marketing campaigns. With appICE marketing automation tools, marketers and brand owners can just sit and watch the company’s  and customer happiness grow at a rate never seen before.



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