Top ecommerce marketing automation strategies and tools

In today's dynamic ecommerce landscape, leveraging automation isn't just a luxury—it's essential for staying competitive. As brands jostle for the attention of discerning consumers, it's the clever integration of strategies and tools that often makes the difference between cart abandonment and a loyal customer.

Dive in as we unpack the top ecommerce marketing automation strategies and tools that are reshaping how businesses engage, convert, and nurture their clientele. Your blueprint to a more efficient and effective online retail experience awaits!

• Ecommerce automation significantly reduces manual tasks, leading to fewer errors and an increase in sales.

• Essential strategies like cart recovery emails convert abandoned carts into sales, and targeted upselling boosts order value.

• A compelling welcome series sets a positive tone for new subscribers, while tailored re-engagement campaigns reignite interest among inactive ones.

• Popular automation tools, including Klaviyo, Drip, HubSpot, EngageBay, and Omnisend, offer unique features tailored for ecommerce businesses.

• Gelato offers a powerful complement to marketing efforts by streamlining global product delivery with its print on demand platform.

Imagine running a store where tasks are streamlined, mistakes are minimal, and sales seem to grow without you constantly being hands-on. Sounds too good to be true? Well, with automation, this isn't just a dream—it's today's ecommerce reality.

Reduced manual tasks and human error

We've all been there—juggling multiple tasks, one slip, and suddenly, there's a hiccup in the system. But with automation, these blips become a thing of the past. Processes are smoother, errors are caught and corrected swiftly, and the best part? Your hands are freed up to focus on strategy and growth. It’s like having an invisible assistant that never sleeps.

Increased efficiency and sales

With the grunt work handled, your operations become a well-oiled machine. This efficiency isn’t just about saving time; it translates directly to your bottom line. Automated systems ensure timely responses, personalized experiences, and quicker sales processes—all of which woo customers and keep your cash register ringing.

Enhanced customer experience

Now, let's talk about the real stars of the show—your customers. In an age where choices abound, a brand's connection with its customers goes beyond just products; it's about the entire experience. Automation plays a pivotal role here.

Picture this: a shopper visits your site and is greeted with product recommendations tailored just for them or perhaps a restock notification for that item they were eyeing last week. These little moments of personalization, facilitated by automation, turn casual browsers into loyal patrons. It's more than convenience—it's about making your customers feel understood and valued.

1. Cart recovery emails

We've all been there - you're shopping online, adding things to your cart, and then, distraction strikes. Maybe it's a phone call, perhaps the doorbell rings, or sometimes it's just good old second-guessing. The result? An abandoned cart. It's one of the most common pain points of ecommerce store owners, but with the right approach, it can also be a golden opportunity to win back inactive or old customers.

Why shoppers abandon carts, and the importance of cart recovery

Cart abandonment is a multifaceted issue. Sometimes, it's due to unexpected shipping costs, other times, it might be a complicated checkout process, or maybe the buyer just wants to compare prices elsewhere. But here's the silver lining: an abandoned cart is a sign of interest. They've browsed, selected, and shown intent to purchase. With the right nudge, many of these potential buyers can be brought back to complete their purchase. This is where cart recovery comes into play, transforming lost opportunities into conversions.

Crafting effective recovery email campaigns

Sending a generic "Hey, you forgot something" email might not cut it. Instead, it's all about understanding the shopper's psyche and crafting a message that resonates. Personalize your automated email campaigns — remind them of the exact products they left behind, perhaps throw in a product review or two for reassurance, and maybe, just maybe, a time-limited offer to sweeten the deal.

Best practices: Timing, content, and frequency

Timing is everything. Strike while the iron's hot. A well-timed first email, say within a few hours of abandonment, can catch them before they've moved on or made purchases elsewhere. But don't stop there. A follow-up email a day or two later can serve as a gentle reminder. As for content, clarity is key. Make sure your email is visually appealing, concise, and has a clear call to action.

2. Targeted upselling and cross-selling

When shopping, have you ever found yourself considering an upgraded product or thinking, "This would go great with that other item I picked"? That, in essence, is the magic of upselling and cross-selling at work. When done right, it's like having a friendly shopping assistant subtly guiding you to make the most of your purchase.

Strategies for product recommendations based on customer behavior

The key to effective upselling and cross-selling lies in understanding your customers. Here's where customer data comes into play:

• Browsing history: If a customer frequently checks out high-end tech products, they're likely interested in premium items. Tailor your upsells accordingly.

• Purchase history: Past purchases can guide cross-selling. Someone who bought hiking boots might be interested in hiking gear or trail maps next.

• Viewed products: Products that a customer spends time on, even without buying, can be prime candidates for upselling or cross-selling in future interactions.

Tailoring offers to individual shoppers

Every shopper is unique, and a one-size-fits-all approach won't always hit the mark. Personalizing offers can significantly improve success rates for your customer service team.

• Dynamic content: Use AI-driven tools to showcase products tailored to individual user behavior.

• Customer feedback: Ratings and reviews can guide your recommendations. If most buyers of a laptop also rave about a particular laptop stand, it’s a good cross-sell.

• Limited-time offers: Creating a sense of urgency, like offering a small discount on a complementary product if purchased within the next hour, can spur decisions.

3. Welcome series for new subscribers

You know the old saying, "You never get a second chance to make a first impression"? It rings especially true in the digital world. When a new subscriber decides to give your brand a chance, it’s crucial to roll out the red carpet and make them feel right at home. And this is where a stellar welcome series comes into play.

First impressions matter: The role of welcome emails

A welcome email isn't just a digital handshake—it's your brand's introduction, setting the tone for future interactions. Done right, it can:

• Reaffirm the subscriber's decision to join.

• Provide instant value, be it through informative content, a discount code, or a special offer.

• Set expectations about what they can anticipate from you in terms of content, frequency, and more.

Structuring a series that engages and converts

One email is nice, but a series? That's where the magic lies. Think of it as a mini-journey you're taking your subscriber on:

1. The warm welcome: Thank them for subscribing and give a brief overview of what to expect.

2. Dive deeper: Share more about your brand's story, values, or mission.

3. Showcase bestsellers: Highlight popular products or services to pique their interest.

4. Exclusive offer: A special discount or bonus as a thank you for joining can be a significant nudge towards that first purchase.

5. Engage beyond the purchase: Share helpful content, be it blogs, how-to guides, or video tutorials. Make them feel part of your community.

Personalizing content based on signup source or customer preferences

If someone signed up via a link in a blog post about vegan skincare, it's a good bet they're interested in cruelty-free products. Similarly, if they joined through an Instagram promo for sneakers, they might be sportswear enthusiasts.

• Tailor product recommendations: Align suggestions with their interests or the reason they subscribed.

• Segment your list: Group subscribers by signup source and tailor content accordingly.

• Ask directly: Early in the series, consider sending a quick survey or preference form. It shows you care about what they want and lets you tailor future communications accordingly.

4. Re-engagement campaigns:

It's a universal truth in the world of ecommerce: not all subscribers stay active. Over time, some drift away, getting lost in the sea of daily emails and promotions. But here's the thing—just because they've gone quiet doesn't mean they're gone for good. A well-executed re-engagement campaign can reignite that old spark.

Identifying inactive or dormant subscribers

Before you can re-engage, you need to spot those slipping away. Here’s how:

• Engagement metrics: Look for subscribers who haven’t opened, clicked, or engaged with your emails in a set period, e.g., six months.

• Purchase behavior: Track those who haven’t made a purchase in a while.

• Website activity: Monitor subscribers who no longer visit your site or engage with your content.

Crafting compelling re-engagement content

The goal? Remind them what they're missing out on, and perhaps even entice them back with an irresistible offer.

• A personal touch: A simple "We’ve missed you!" can evoke emotion and remind them of your brand's human side.

• Exclusive offers: A special discount or gift can be the nudge they need to re-engage.

• Updates and highlights: Share what’s new since they last checked in. Have there been exciting product launches or significant improvements?

• Feedback request: Ask them why they’ve been inactive. Their feedback could be invaluable, and it shows you care about their experience.

Deciding when to clean your list

Holding onto dormant subscribers for too long can hurt your email metrics and deliverability. So, when do you let go?

• Set a threshold: Decide on a specific inactivity period after which subscribers get the boot, e.g., 12 months without any engagement.

• Final outreach: Before removing them, send a last re-engagement email. Something along the lines of "Last chance to stay subscribed!" can create urgency.

• The unsubscribe option: Always ensure subscribers can easily opt-out. A clean, engaged list is better than a large, disinterested one.

• Regular check-ins: Make list cleaning a regular activity, perhaps quarterly or bi-annually, to maintain a healthy subscriber base.

By leveraging the following tools, ecommerce businesses can unlock new levels of efficiency and personalization in their marketing efforts. Each tool offers its unique spin on automation, ensuring there's something for everyone, whether you're a budding online store or an established ecommerce giant.

1. Klaviyo

Klaviyo is a powerful marketing automation software designed specifically for ecommerce businesses. It seamlessly integrates with various ecommerce platforms, providing data-driven insights and facilitating targeted campaigns.

Unique feature

Predictive analytics: Klaviyo’s machine learning helps predict the next purchase date of customers, enabling businesses to tailor their campaigns precisely when they're most effective.

2. Drip

Drip stands out as an ECRM (Ecommerce CRM) that focuses on building personal and profitable relationships with customers. It's designed for lean ecommerce teams wanting to increase the value of their audience.

Unique feature

Visual workflow builder: The interface of this ecommerce marketing software allows businesses to craft complex automation workflows with ease, visualizing the entire customer journey from start to finish.

3. HubSpot

While HubSpot is one of the best ecommerce marketing automation platforms serving various industries, its ecommerce bridge and integrations make it a powerful tool for online stores. It covers everything from email marketing to CRM and sales services.

Unique feature

Inbound marketing strategy: As a comprehensive marketing automation platform, HubSpot pioneers the inbound approach, helping businesses attract, engage, and delight customers with content that's tailored to them, fostering organic growth.

4. EngageBay

EngageBay is an integrated marketing, sales, and service automation tool designed for small to medium-sized businesses, especially those just venturing into the world of ecommerce.

Unique feature

360-degree customer view: This marketing automation tool provides a comprehensive view of each customer, allowing businesses to understand every interaction they've had with their brand, fostering deeper personalization.

5. Omnisend

Omnisend is an ecommerce marketing automation platform that excels in omnichannel marketing, merging email and SMS marketing to provide a cohesive communication strategy.

Unique feature

Omnichannel capabilities - Unlike traditional email platforms, this ecommerce marketing automation software integrates various channels into one workflow to ensure ease of use, allowing businesses to reach customers wherever they are, be it email, SMS, push notifications, or social media.

In the rapidly evolving world of ecommerce, marketing automation can help businesses prosper. Implementing the right strategies and leveraging top-tier tools can undoubtedly propel your online store to success. However, the magic doesn't just stop at marketing. Imagine combining these powerful automation strategies with the prowess of efficient, local product fulfillment. Enter Gelato.

Gelato, the world’s largest print on demand platform, perfectly complements your marketing efforts by automating the backbone of your ecommerce business: product delivery. By integrating Gelato's solutions, not only can you amplify your strategies, but you can also effortlessly fulfill orders and ship them locally. 

This means that while you're busy acquiring new customers and re-engaging the old ones, Gelato ensures they receive their products quickly and efficiently, no matter where they are in the world. 

With the capability to produce products, such as calendars, photo books, phone cases, mugs, wall art, etc., locally in 32 countries, you’re essentially tapping into a potential consumer base of up to five billion people—overnight!

Sign up for Gelato today and embrace the future of global print on demand!