Getting to know your subscribers and personalizing the messages they are sent is important in digital marketing, including in eCommerce. You may have a lot of data on your hands, but you need to properly segment that data and create timely, relevant messages in order to make good use of that data. Automation and combining media channels are other key parts of sending smarter, more personalized eCommerce emails that matter to your customers.
It’s easy to talk the talk, but harder to walk the walk. The collection and creation of relevant, personalized messages may not be as difficult as you think it is, though. For example, an automated eCommerce welcome message to new subscribers is a simple set up in the WhatCounts Smart Marketing Engine and lets customers know they are valued. Another simple eCommerce email to create and automatically send is a reminder to shopping cart abandoners, (who should have their own segmentation). A quick reminder email that says something to the effect of, “Hey, you haven’t finished buying the cool stuff in your shopping cart” can mean the difference between a lost opportunity and increasing your ROI.
Another important part of automation is bringing in content. In the Smart Marketing Engine, you can insert SmartGET and XSLT GET tags into your messages to automatically pull existing eCommerce content from your website, blog, RSS feed or any other place you store content. Want to learn more about automation? Check out the Automation blog post from a few weeks ago where we explain it in detail.
Combine Channels in eCommerce
You can’t just send your awe-inspiring eCommerce emails and call it a day. Smart Marketing includes sending relevant and timely messages across all channels, not just email. The goal is to build the most complete profile of your customers and prospects in order to reach them with the message they will respond to. Social and mobile are key components to sending Smart Messages in eCommerce.
In the Smart Marketing Engine, you have the capabilities to use social sharing, social posting and social tracking. If a subscriber reads your newsletter and loves the content, he or she can share it on a social network directly from the newsletter. We track this behavior in the system and create a social influencer score based on it and subsequent actions, if applicable. In turn, the social influencer score lets you build better Smart Segments.
Setting up social sharing capabilities in the Smart Marketing Engine:
Mobile phone use is overwhelming desktop use, and is only predicted to continue on this path in the future (Mashable). Responsive design is one of the factors you need to consider as you create emails, as well as update your website. Different mobile platforms display emails, photos, graphics and links in different ways. Want to learn more about the specifics of designing for mobile? We’ve got a webinar waiting for you to download: How to Create a Winning Mobile Email Marketing Strategy.
Implementing segmentation, content, automation, as well as combining channels, is the way you get to know more about your eCommerce customers, which helps you bring them information they want. Digital marketing is all about developing a brand friendship with your subscribers, and a friendship always starts with asking questions about the other person. You learn what your friend likes – maybe flowers – so you send her flowers on special occasions.
Are you using Smart Marketing to get to know your subscribers and what they like? Are you acting upon the information you know about your subscribers to send them relevant, personalized messages?
For the inside scoop on Smart Marketing and eCommerce, download our free Shopping Made Smarter webinar.
Digital Marketing Coordinator, WhatCounts