- Anonymous website traffic monitoring,
- Contact Identification,
- Client’s Profile = Personal Data + Behavioral Data + Transactional Data,
- Customer Segmentation,
- Real-Time Offer Personalization,
- Automated Communication Adjusted to Client’s Activity,
- Reaching the Right Person in the Right Place, Time and Channel.
Marketing Automation vs Ecommerce:
- 68% of carts abandoned,
- Rescue emails show 621% higher conversion than bulk emails,
- Post-transactional messages generate 2-5x higher revenue per email than traditional batch messages,
- Dynamic emails after visit with personalized offer: show 248% higher OR and 463% higher CTR when compared to bulk messages,
- Win-back campaigns: well executed campaign for inactive users can engage back 8% of them,
- 90% of potential customers lose interest in a product within an hour,
- Real-Time Marketing increases customer satisfaction by 67% and boosts retention by 60%,
- Emails sent to a group of users interested in particular item or category show 14,7% higher OR than messages sent to whole database,
- Mcommerce value reached $291 bln USD in 2016 (almost 3x higher than in 2014).
1. Low Retention Rate
A loyal and buying client is worth every effort. Loyal customers:
- recommend the brand to their friends,
- write web opinions,
- advocate the brand in case of a gaffe.
The 80/20 Rule – 80% of your revenue is generated by 20% of your best customers.
Reasons:
- Caring about client only till first purchase,
- No win-back strategy,
- Lack of transactional-behavioral data analysis,
- No post-purchase service.
Solutions:
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.
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!
Caring about client only till first purchase
An effective loyalty mechanism that generates real, tangible results is based on the following assumptions:
- it has a specified purpose,
- it uses customer behavior insights,
- it rewards both purchase and engagement,
- it gives tangible benefits,
- it’s simple,
- it uses 1-to-1 communication,
- it uses gamification mechanisms.
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.
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.
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.
2. Abandoned Carts
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.
Solutions:
Remarketing campaign
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:
- AdWords
- RTB networks
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.
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.
Examples of automation rules for abandoned carts
- Events: Contact visited URL (cart URL),
- 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),
Examples of automation rules for abandoned carts
- Events: New external event occurred – “CART”,
- Conditions: New external event occurred – “PURCHASE” (set as did NOT occur),
- Actions: Send email to a contact (tempting email with a discount).
3. Leveraging the Omnichannel
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 with 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 mobile channel with Marketing Automation tools and the exchange of information about user behavior on the website and within the application.
Reasons:
- lack of proper tools,
- not understanding channels’ nature,
- lack of multi-channel data integration.
Solutions:
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.
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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