Marketing automation provides numerous benefits to ecommerce businesses, including generating and nurturing leads, boosting conversion rates and retaining your existing clients. Find out in this presentation, how to drive sales and customer loyalty using ecommerce marketing automation.

1. Driving Sales and
Customer Loyalty
through Ecommerce
Marketing Automation

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5. ⚬ General Intro
⚬ Presentation
⚬ Q&A
Agenda

6. The VBOUT Stack
✔MarketingAutomation
✔StackSimpleInterface
✔GreatPrice
✔PremiumSupport
✔Built-inAIandPredictivecapabilities

7. 1. Landing pages
2. Forms
3. Popups and site messages
4. Lead tracking
5. Automation sequences
6. Email campaigns
•7. Social media listening
•8. Social publishing
•9. Retargeting
•10. Analytics
•11. Pipeline management
•12. Calendar booking
10+ Core Tools Working Together
The VBOUT Stack

8. Integrates Well With
The VBOUT Stack

9. Full Product Video Tour
VBOUT in One Minute

10. Lead Data Platform

11. Current Landscape
+AI

12. Why Ecommerce
Marketing Automation

13. It Streamlines Your Marketing
• Manual and repetitive tasks are
automated, saving marketers time.
• Automating tasks allows companies
to have better management and
control.
• For instance, a marketing
automation platform that syncs
buyer’s behaviors and purchase
history can improve marketing
processes, conversions and long
term retention.

14. It Reduces Costs
• As tasks are automated, the amount
of resources needed is minimized,
thus, resulting in less expenses.
• For instance, the number of
employees needed to perform
manual tasks are reduced.

15. It Boosts Conversions
• A lead is targeted from the first
moment he interacts with your brand
all the way through his last
touchpoint.
• This would transform a lost
opportunity into a sale.
• More Sales = Greater Profit =
Increased ROI
“64% of e-commerce marketeers says e-mail
marketing and marketing automation
contributes to more sales. An increase in
webshop visitors, engagement and better
insights into the target audience follow at
37%, 30% and 24%.”
– Thuiswinkel.org and Spotler “e-commerce marketing Trend rapport” (2019)

16. It Decreases Churn Rate
• Automating your ecommerce
marketing helps you reduce your
customer’s churn rate.
• Getting a new customer is 5 times
as expensive as retaining an
existing client. (Source: Invesp)
• When your customers are being
taken care of after the conversion
stage, not only do they remain loyal
to your brand but also recommend it
to their networks.
Shopify

17. It Reaches Customers Across Multiple Touchpoints
• Marketers use marketing
automation platforms to target their
prospects using different channels.
• For instance, they are added to a
remarketing list for retargeting ads,
sent out different types of automated
messages such as email, SMS and
web push and contacted via live
chat…

18. It Makes Attribution Easier
• Automating your ecommerce allows
you to combine all your customers
touchpoints into one place.
• This allows you to determine how
your campaigns have led to
achieving your results.
• Was the last email sent what caused
the sale? Or was it initially the ad
that you created on Facebook? Was
there anything major in between that
pushed your lead to purchase your
product?

19. It Creates a Dynamic Personalization
• Customers only receive relevant ad
campaigns, landing pages and
messages according to their
behavior.
• For example, if they make a
purchase order after they see an ad,
they will be sent a confirmation
email and automatically removed
from your audience list in order not
to see your ad in the future.

20. It Enhances the Analysis of Performance Data
• Ecommerce Marketing Automation
allows you to better track your KPI’s
and ROI of your initiatives.
• You can measure your revenue by
channel, email campaign, workflow
automation, new orders, store sales
and many more…

21. Understanding the
Customer Journey

22. Define your Personas
• To properly map your customer
journey, you need to create buyer
persona profiles that represent your
ecommerce segments.
• Conduct surveys, monitor your
analytics across your website and
social media, and observe your lead
profiles and their interactions with
your brand.
•Source: Pixel
Union

23. Identify the Stages and Customers Touchpoints
• A typical ecommerce funnel has
these 5 stages: Awareness –>
Consideration -> Purchase ->
Retention-> Advocacy.
• Once you created your ideal
personas, and mapped out the
different customer journey stages,
you must identify all channels that
your customers are likely to use
within each stage.
•Source: Nulivo Market

24. Determine and Prepare Your Ecommerce Campaigns
• After you created your personas,
identified your customer journey’s
stages and their touchpoints, it’s
time to list out all the automated
ecommerce campaigns that align
with every stage.
• This allows you to deliver the right
message to the right customer at the
right time.

25. Ecommerce Marketing
Campaigns and
Strategies

26. Browse Abandonment
• This campaign is created when your
leads are in the product discovery
stage.
• If your leads are browsing through
your site then left without doing any
action, you can target them with a
series of messages, showing the
items they were searching initially
searching for.
Source: Hive.co

27. Browse Abandonment Automation
• To create an automation, take into
consideration:
• Frequency: You may target
prospects who viewed a product
or category of items more than 3
times.
• Time spent on page: A prospect
staying > 5 mins searching for
your product might be more
interested than someone staying
only a minute or less.
• Last viewed item: Retarget
visitors based on the last
abandoned product/category
name or ID.

28. Cart Abandonment
• This campaign is created when your
leads add items to their shopping
cart but leave without completing
their purchase order.
Source: Copyhackers

29. Cart Abandonment Automation
• To ensure more sales, send a series
of cart abandonment messages.
• Be careful not to bother your leads
with excessive messages.
• If they don’t make a purchase, other
reminders will be sent their way.

30. Upsell
• Upselling is the process of selling an
upgraded version of a product to
customers to make a more
profitable sale.
• Upsell emails are triggered when
shoppers browse or leave items in
their carts without purchasing them.
• Such emails would include
suggestions of other upgraded
items.
Source: Kwasi

31. Upsell Automation
• If you don’t have your prospects
email addresses, you can trigger
web push notifications.
• You can even use both types of
automated messages.

32. Cross-sell
• Cross-selling is the process of
selling products that are
complementary to the major items
that customers choose initially.
• Cross-selling contributes 10-30% of
ecommerce revenues. (Source:
BusinessTechWeekly)
• Such a campaign is usually
triggered upon a customer’s
purchase order.
Source: thankyouemails.com

33. Cross-sell Automation
• Create a series of emails after
customers purchase from you.
• If they buy T-shirts, send them future
emails based on other clothing that
might complement their initial order
such as pants or jackets.
• If they purchase -> Send them a
product review 3-4 days after
second purchase.
• If not, the flow will send them a
reminder email 2 days after the first
email reminding them about your
cross-selling items.

34. Order Completion
• When customers complete their
purchase order, an email should be
sent to them, confirming their action.
• The second step is removing
customers from your retargeting lists
on Facebook or Google as well as
the cart abandonment automation in
order not to receive follow-up
messages.

35. Product Offer
• Offer campaigns are those that are
triggered on a daily, monthly, weekly
or yearly basis to promote products.
• Ecommerce companies use offers to
encourage prospects to buy, retain
their existing customers and boost
their sales.
• Examples of such offers are
campaigns sent at the end of
season or during holidays or specific
occasions, etc…

36. Product Offer Automation
• To build your automated workflow
take into consideration:
• Timing: Campaigns vary by holidays
or seasons so you need to identify
the proper time to trigger your
promotional messages.
• Segmentation: Using geographic,
demographic or behavioral
segmentation depends on the
occasion (i.e: Target U.S customers
for Thanksgiving or send a discount
to those who are price conscious.)

37. Product Review Request
• Customer reviews are powerful
pieces of social proof that convince
your prospects to buy.
• 97% of leads consult reviews before
making a purchase. (Source: Power
Reviews)

38. Product Review Automation
• Identify the time delay between the
trigger “An Order Completed” and
action “Product Review Message”
which varies according to the
product type.

39. Product Review Automation
• If customers leave a review -> Send
a thank-you email.
• If the review is negative -> Send a
personalized email that recovers
their bad experience.
• If they don’t respond -> Send a
follow-up email after a few days to
one week.

40. Recurring Product
• Recurring emails are sent to
customers to notify them to buy
again once their previous purchase
are nearly consumed.
• Such a campaign is used to
generate repeat business and
increase customer retention rate.

41. Recurring Product Automation
• Building a workflow automation
depends on the type of product and
the quantity that customers are likely
to order.
• The greater the amount, the less
frequently the recurring emails
should be sent.
• The amount of time needed for
shipping is another factor.

42. Birthday
• Birthday emails are used to retain
your customers and boost their
loyalty.
• According to experts, the open rates
for birthday mailings are 3 times
higher than promotional email
campaigns (56.2% VS 16.8%).

43. Birthday Automation
• Identify the length of time your offer
is going to take place.
• For example, you can start your
campaign a few days before your
customers birth dates.
• Specify your offer time limit.
• Your campaign is started with
“Specific date trigger” sending both
an email and SMS.
• “Custom Event” is used for promo
codes redemption so you can send
them messages, thanking them for
making of your offer.

44. Re-engagement
• Re-engagement email series are
proven to reactivate your dormant
shoppers and allow owners to take
advantage of a massive gain in
revenue.
• This campaign is the last chance to
win back customers who haven’t
purchased from your store for a
specific period of time.
• Spice up your approach with an
incentive like a discount.

45. Re-engagement Automation
• What differs this campaign from all
types of previous campaigns is the
length of time between the trigger
and following actions.
• The delay varies according to the
product type, frequency of purchase
and last engagement date.
• If customers don’t respond -> Send
a reminder message after 10 days
and another one after few more
days before deciding to add them to
another list or assign a tag
“Inactive”.

46. Ecommerce Marketing
Resources & Materials

47. Resources & Materials
 8 Email Marketing Trends for Ecommerce - Link
 6 Ecommerce Retention Strategies for your Ecommerce Store
– Link
 Ecommerce Funnel Analysis by Pillow Cube – Link
 How to Create an Automation to Convert Cart Abandoners –
Link
 How to Create an Automation to Get Customer Reviews – Link

48. Resources & Materials
 How to Win Back Your Customers Using a Re-engagement Campaign - Link
 Solid Ecommerce Funnel (By Twillory) – Link
 The Future of Email Commerce – Link
 21 Abandoned Cart Email Examples to Get Inspired – All you Need to Know–
Link
 How to Use Browse Abandonment Campaigns to Convert your Visitors - Link

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