The Complete Guide to Marketing Automation in Ecommerce Ebook Table of contents I How marketing automation came II Why every ecommerce needs to be a key part of each ecommerce Marketing Automation technology stack 1. Marketing Automation Statistics 1. Profiling 2. The evolution of Marketing Automation 2. Personalization 3. Characteristics of the modern 3. Recommendations Marketing Automation platform 4. Omnichannel III What solutions Marketing IV How to get started with Marketing Automation provides to ecommerce Automation in your e-store 1. Increasing shop conversion 1. E-store integration 2. Optimizing sales processes 2. Product feed implementation 3. Boosting marketing effectiveness 3. Contact base import 4. Managing Customer Lifecycle 4. Communication channels configuration The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 2 and most of the companies that aren’t using it plan to do so in the foreseeable future (Ascend2’s). 71% Such a large use is no accident. of companies Marketing Automation, whether performed with dedicated tools or as use marketing part of the ecommerce platform has become a market standard nowadays. Producers of marketing automation automation software are continously extending the capabilities of their platforms to enable ecommerces deliver truly personalised shopping experience to their customers. The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 3 Do you know which most successful ecommerce companies are using marketing automation solutions? They all are. The following guide presents how marketing automation software responds to the needs of modern ecommerce, and describes: most important features of platforms best practices and use cases case studies useful implementation tips We hope you’ll love it. The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 4 I How Marketing Automation came to be a key part of each ecommerce technology stack The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 5 How Marketing Automation supercharges modern ecommerces 173% 223% 500% higher OR for higher CTR for higher conversion for newsletter and sales newsletter and sales personalized automatic mailings mailings campaigns compared to mass campaigns 5,45% 70% 12%-25% of customers making abandoned carts of revenues in multiple purchases at recovered compared on-line stores companies top performing to industry average generated thanks to in Marketing Automation of 1,6% SALESmanago usage compared to 20% of market average The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 6 Evolution of Marketing Automation 2000’s, USA 2010’s, EUROPE 2020’s, WORLD Solutions for B2B Solutions for B2C Verticalisation of solutions Focus on lead warm up, Focus on managing personalized, Focus on advanced analytics, managing the sales funnel and automated communication across optimization, predictions of lead sales qualification entire customer journey customer interests and actions Sales & Marketing Alignment 1-to-1 personalization of total offers Functionalities and solutions Sales Funnel Automation Dynamic Segmentation and RFM Transactional highly specialized for specific Segmentation and Automation verticals (such as beauty, Lead Management fashion, travel, finance, etc.) Lead Nurturing Handling the entire sales process without involving the sales department AI Product Recommendations Communication via email or subscription forms Advanced analytics using directly by sales reps CRM with a single customer 360 view churn predictions and Lead Scoring recommendation frames purchase probability, Automatic Alerts dynamic content Use of Big Data for progressive discount coupons segmentation based on many cross-sell and up-sell offers variables Adaptation of subsequent communication channels Seamless integration of all Live Chat communication channels Web Push Website Personalization Mobile Marketing Social Media Advertising Networks & DMP First attempts to use AI for product recommendations in ecommerce Automation The Complete Guide to Marketing 7 Contemporary Marketing Automation is one step ahead of the customer Marketing Automation in ecommerce is no longer just like a customer advisor in an offline store, whose main task is to listen and observe customers, talk to them and propose appropriate products. higher OR for newsletter and sales mailings Modern Marketing Automation predicts customers’ behaviour, knows when the customers will return to the store, and when they will leave it, indicates the shelf with the products most likely to be bought, is able to tell you how long your clients will stay with you and how much they will spend during that time. The modern Marketing Automation platform enables conducting digital marketing activities from a single place, regardless of whether it is collecting data about users, preparing intelligent AI recommendations, mass mailing sending or launching a Facebook campaign. The need to use and integrate several different tools is a thing of the past. Now you have all in one. The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 8 How does Marketing Automation work for you? The Marketing Automation platform collects This data is used by the AI engine The right message is delivered data about the customer from various to create recommendations, to the client in an omnichannel sources to build it’s 360° profile. personalize messages, and also way, using appropriate allows to run automatic scenarios communication channel. as well as mass campaigns targeted at customers meeting defined conditions. in Ecommerce Automation The Complete Guide to Marketing 9 II Why every ecommerce needs Marketing Automation The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 10 4 elements making Marketing Automation platform a reasonable choice for every ecommerce Regardless of vertical specifics, these four capabilities offered by the Marketing Automation platform will be key to Personalization conducting integrated and effective activities in every ecommerce, which in turn translate into highly Profiling Omnichannel positive outcomes, such as increase in customer retention and revenues. Recommendations The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 11 PROFILING Instead of treating all users in your database as they would have been exactly the same, identify their similarities and differences to segment them and enable further personalization. The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 12 PROFILING Customer Data - fuel for the Marketing Automation engine When visiting e-store, users enable us to collect a lot of Collect data about your customers information about their interests. There is no simpler way to and create extensive 360° prepare a tailored offer than just using this data. behavioural profiles. Collect it to know your customers needs. activities on the website The Marketing Automation platform makes it possible to identify website activities in the mobile app visitors and mobile app users, so that each next visit to the store is monitored. off-line behaviour It also enables the creation of a user 360° behavioral profile and starting products added to cart automatic communication based on it. on-line & off-line purchases conversion sources paths Marketing Automation systems ceases nowadays to be just platforms for setting emails opened up automated scenarios of communication. In fact, they are being transformed emails clicked into the Customer Data Platforms. They enable collection of unified data from banners clicked external systems (such as CRM, ERP, POS, Data Warehouse, etc.) necessary to thoroughly examine the contact database, conduct advanced personalization of live chat conversations communication processes and precise campaign targeting. personal and demographical data (CRM) lead scoring Among all different customer profiles in your database there will be many with videos watched on your website the similar characteristics. These common, repetitive features will allow you to search terms used segment your user base according to their similarities. time of activity (hours and days) The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 13 PERSONALIZATION Tailoring the offer and communication to each client individually, depending on his needs, past transactions, preferences and interests in case of delivering the most appropriate offer. 75% of consumers will be more likely to purchase from someone whose offerings are personalized according to individual preferences (Accenture). The Complete Guide to Marketing Automation in Ecommerce Automation The Complete Guide to Marketing 14 PERSONALIZATION Personalized communication allows to reach customers more precisely Use the data: If you want to engage your customers more, use the data personal data you have and adapt your message to each user individually. (name, localization, title, etc.) Imagine that you run an ecommerce with women’s and men’s shoes and contact’s details (gender, age, loyalty then think about when there is a greater chance of conversion: when you points, etc.) will send an email to everyone at the same time, or when you will adjust transactional data a delivery time to user