Email marketing remains one of the most effective digital marketing channels for ecommerce businesses, with an average return on investment (ROI) of $44 for every $1 spent. However, manually sending campaigns is incredibly time consuming and makes personalization difficult. This is where email marketing automation comes in - it eliminates tedious tasks and enables you to create targeted, optimized campaigns that boost engagement and sales.
In this comprehensive guide, we’ll explore how ecommerce businesses can leverage automation to:
- Streamline email marketing efforts
- Send timely, hyper-relevant content
- Recover abandoned carts
- Build loyalty after purchase
- Continually optimize campaigns
By the end, you’ll understand the capabilities of robust automation platforms like Sensorpro and how to leverage them for your ecommerce email marketing success. Let’s dive in!
Email Marketing Automation Overview
Email marketing automation refers to using software to execute campaigns based on triggers and user actions. It connects your email service, website, store, CRM, etc. to streamline sending timely, relevant content.
Some examples of automated campaigns include:
- Welcome series - The outdoors company REI automatically sends a 5-email onboarding sequence to new subscribers over 2 weeks.
- Cart abandonment - Sensorpro's retail clients set up workflows to recover up to 15% of abandoned cart revenue.
- Post-purchase follow-ups - Trigger confirmation, shipping, and review request emails after each purchase.
Key features of automation platforms:
âś… Workflows to set up triggered sequences âś… Segmentation to divide contacts âś… A/B testing to optimize campaigns âś… Templates to speed up creation âś… Integrations to connect systems
Benefits of email marketing automation include:
- Increased efficiency - Automate tedious tasks to get campaigns out faster
- Better segmentation - Send hyper-targeted content to user groups
- Higher conversions - Timed triggers engage users at the perfect moment
- Improved experience - Provide personalized content tailored to each recipient
- Optimized campaigns - Continually refine through A/B testing
Now let’s explore strategies for automating two key ecommerce scenarios - abandoned cart and post-purchase workflows.
Automating Workflows
Automating cart abandonment and post-purchase flows provides a better customer experience and frees up your team's time.
Abandoned Cart Workflows
Set up a workflow to:
- Wait 1 hour after cart abandonment
- Send email reminding of items left in cart
- Offer 10% off coupon if order placed in 24 hours
- Send additional emails at 12, 24, and 36 hours
Tips for effective workflows:
- Time emails close to abandonment event
- Offer irresistible discounts or free shipping
- Use urgency-inducing language
- Leverage on-site behavioral data to personalize
- Include clear call-to-action to complete purchase
Catching users quickly with relevant offers can recover 10-15% of lost revenue.
Post-Purchase Workflows
Automate workflows to:
- Instantly send order confirmations
- Follow up when order ships with tracking info
- Request product reviews a week after delivery
- Send a thank you/recap email one month later
Keeping customers informed and engaged after purchase boosts satisfaction and repeat purchases. Use conditional logic to route contacts to different paths based on actions taken.
Segmenting contacts and personalizing content takes it to the next level.
Segmenting and Personalizing Content
Dividing your audience into segments based on behaviors and attributes enables you to tailor content specifically to each group.
Segment by:
- Purchase history - Recommend related products
- On-site activity - Remind about abandoned cart items
- Customer lifetime value - Give special perks to high-value users
- Interests - Send content aligned to needs
Tips for segmentation/personalization:
- Leverage behavioral data for hyper-relevant content
- Combine demographics, psychographics, etc. to fine-tune messaging
- A/B test different segment variations
- Ensure content aligns to user interests and needs
- Provide a unified experience across channels
For example, send high lifetime value customers an email with an exclusive 15% off coupon and preview of upcoming products aligned to their purchase history.
This targeted approach boosts engagement and sales. Now let’s look at optimizing campaigns.
Optimizing Campaigns with A/B Testing
A/B testing enables you to optimize elements like subject lines, content, send times, and more by comparing variations against each other.
For example, you could test:
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Subject A: 20% Off Summer Styles
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Subject B: Flash Sale - Summer Looks Up to 50% Off!
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Content A: Testimonials
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Content B: Product images
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CTA A: Shop New Arrivals
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CTA B: Shop Bestselling Styles
Tips for effective A/B testing:
- Only test one element at a time
- Let tests run for a full send cycle
- Assess open, click-through, and other engagement metrics
- Combine winning elements into new variations
- Continually test to identify ongoing optimization opportunities
This enables you to refine your approach over time for maximum performance.
Leveraging Sensorpro’s Automation
Now let’s explore how Sensorpro provides the tools to automate and optimize your ecommerce email marketing.
Key Features
Sensorpro offers robust automation capabilities including:
- Workflows to set up triggered sequences
- Segmentation to send targeted content
- A/B testing to continually optimize campaigns
- Conditional logic to create advanced workflows
- Email templates to accelerate creation
- Integrations to connect systems and data
This provides sophisticated automation to boost engagement and sales.
Customer Success Stories
Sensorpro customers have achieved outstanding results:
- Outdoor retailer Moosejaw uses abandoned cart workflows to recover 10-15% of lost revenue
- Prezola segments contacts by purchase history, increasing repeat orders by 20%
- Sports apparel brand Hylete boosted open rates from 14% to 22% with A/B testing
“We’ve been able to scale our marketing tremendously thanks to Sensorpro’s automation,” explains Amanda C., Ecommerce Marketing Manager.
In addition, Sensorpro provides deliverability tools to achieve inbox rates exceeding 90%.
Getting Started with Sensorpro
Ready to automate your ecommerce email marketing? Here's how to get started with Sensorpro:
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Create an account at sensorpro.eu
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Install integrations to import data from ecommerce platforms, CRM, etc.
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Leverage segmentation tools to divide contacts into targeted groups
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Build workflows with drag-and-drop editor to automate sequences
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Choose from professionally designed templates or custom build your own
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Use built-in analytics to assess and optimize campaigns through A/B testing
Sensorpro provides extensive resources to help you maximize value and achieve success.
Key Takeaways
- Automation eliminates tedious tasks, enables segmentation, and powers optimization
- Timely, hyper-targeted workflows re-engage users and drive conversions
- Continual A/B testing enables you to refine approach for maximum performance
- Sensorpro provides sophisticated tools to automate and optimize ecommerce email marketing
Ready to streamline your efforts and boost results? Sensorpro offers free resources including demo videos, ebooks, and strategy guides. Combined with their robust platform, automating your email marketing can take it to the next level.
So sign up today to start leveraging the power of marketing automation for your ecommerce business success!
