Conversion rate optimization (CRO) and email marketing usually don’t go hand in hand. Or, at the very least, that’s not the accepted paradigm. The majority of the marketing strategies, especially when it comes to e-commerce, are usually centered towards sending out certain newsletters as well as promotional emails, abandonment messages and some transactional emails.
However, if you are particularly savvy, you might even send emails after the purchase in order to properly leverage the traffic that you’ve managed to convert already. The hope is that those people will come back and shop again.
The thing, however, is that when you focus all of your email efforts on the end of your overall sales funnel you are actively disregarding the main part of your site traffic. This is the kind of traffic that you could actually leverage in order to increase the conversions of your online store. Furthermore, you have to understand that email is found to be amongst the best channels for enhanced CRO and it’s absolutely crazy not to use emails to reach more shoppers way earlier in the sales funnel and to convert even more. Of course, all that is easier said than done, so let’s have a look at a few things that you might want to take into proper consideration.
How to use the site traffic data to develop more effective marketing strategies?
The main thing when it comes to e-commerce is that the majority of the traffic is not going to convert. And, with this in mind, you might be feeling like all those efforts you put into SEO, PPC and social media advertising to drive the traffic is going to waste. This is where CRO or Conversion Rate Optimization comes into the picture. This is the key to getting the most out of the traffic you are actually getting. There are quite a lot of tools which are available but it’s important to analyze your traffic and to make sure that you are using the right strategy.
For example, one convenient strategy that you can use is to retarget the people who are leaving your website after browsing without making a purchase. Let’s say that you have a few products on display but the client has only gone through one of them and then left the site. You can use this information to display ads after he left with the products that he showed interest in. This is a very convenient strategy to capture the bouncing traffic based on their behavior. Some people refer to it as abandonment emails, other refer to it as retargeting, the purpose is all the same – to bring back those who might have interest in what you offer.
Why many businesses don’t use emails to increase the effectiveness of CRO?
Obviously, it does sound like a great bargain to take advantage of those particular email marketing campaigns. However, why don’t you hear about them a lot? Why aren’t companies and merchants taking this data-driven approach in order to boost conversion rates through proper and convenient email automation?
Well, the truth is that some of the larger retailers are using email automation strategies in order to conveniently expand their overall reach, to personalize content and to engage with more shoppers. In turn, this is going to enhance their overall conversion rates.
When you have large teams and even larger budgets, email automation is without a doubt a piece of cake – something that you can easily take advantage of.
However, it’s 2017 and the complexity of the marketing scope is changing dramatically, especially for smaller as well as for mid-sized business. More and more sophisticated tools are available for e-commerce websites of different sizes and types.
Yet, smaller merchants remain skeptical and reluctant to give it a go. The idea of bringing back someone who already left seems like a far-fetched reality but it’s something which could substantially boost your CRO. Email automation is capable of enhancing the overall engagement with your target audience and data-driven approaches are by far the most-effective way you can do so.
Automation solutions for different e-commerce platforms
As you surely know, there are quite a lot of different e-commerce platforms and all of them have their own specifications and considerations. Before you employ email automation strategies, you need to ensure that your content is top-notch. With this in mind, take a look at some of the most common mistakes that people are doing which are essentially eliminating leads.
Now, regardless of whether you are using Volusion, Big Commerce, Oracle, Shopify, Magento, and WooCommerce, you can easily implement tools such as Listrak and SmartMail. Both of them offer enterprise-level solutions for various automated email campaigns. They are designated to conveniently span your overall shopping funnel. Furthermore, they are comparatively affordable.
Keep in mind that your e-commerce cart provider might also have included built-in email automation tools. However, if that’s the case and you want to go for it, you need to ensure that they allow you to properly segment your traffic into the types of people who browse. This is the only way you can actually personalize the content and make it a lot more appealing. This is the main goal of email automation.
You should create different segments of users which are effectively identifying atleast 3 behavioral events: homepage abandonment, product page abandonment and category page abandonment. With this information, you have everything ready and waiting to customize your emails and to start blasting the target audience with content.
Instructions on how to start sending emails
2017 is definitely marking a new period when it comes to email automation and the overall concept of CRO. Customers are changing their behavioral habits and this is something that you need to account for. With this in mind, there are a few things that you need to consider when setting up your email automation tool and the content that you’d be using.
We assume that you’ve segmented the audience as we told you. After that, you need to:
- Set logic rules which will filter out shoppers who have already purchased or took the action that your website wants them to do.
- Dynamically populate every single campaign with recommendations which are personalized based on the segmented type the customer falls in.
- Dynamically populate your campaigns with information about the products or services.
- You can set up convenient email sequences which are going to include spread-out messages to keep your site at your readers’ attention.
- Make sure to use contemporary and conveniently optimized templates, suited for all devices.
In any case, there are a lot of things which need to be accounted for when it comes to email automation. However, if you are not employing as part of your CRO strategy, you are already missing out on a pool of cash and customers. This is something that you need to consider as quickly as it’s possible, regardless of the size of your company.
The tides are turning and you need to be considerate enough to stand on top of them. Failing to do so will inevitably result in missed opportunities.
Lucy Benton is a specialist in digital marketing and content writing who currently works at Awriter.org and BestEssayTips. She focuses mostly on the worlds of technology, gadgets, and the Internet. If you’re interested in working with Lucy, you can find her on FaceBook and Twitter.