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4 tips for B2C e-commerce companies considering marketing automation

Marketing automation is fast becoming a basic practice for many B2C e-commerce companies looking to efficiently grow their revenues from new and existing customers. Like any tools used in the business world, the best results are garnered when marketing automation is used correctly. Below are four things that you should consider before committing to marketing automation for b2c e-commerce companies.

1. Identify and own a customer’s lifecycle

The Internet can bring an e-commerce store plenty of leads, but it’s important to know how to deal with these leads once a business has captured data on them. Some customers may have made a purchase before. Others may have just registered on the website. By simply sending out the same generic mailings, you will not be dealing with what stage a particular customer is at within their lifecycle. Identifying where each customer is within their lifecycle allows a business to tailor their marketing automation accordingly. This in turn can turn dormant customers into active customers, and encourage customers who have made a purchase before to make a repeat purchase. Knowing when to enforce a call-to-action for the right type of customer can help a business’s sales funnel expand tremendously.

2. Work with people with the right mix of skills

It’s right to assume that any kind of marketing automation for B2C e-commerce companies is only as good as the team behind it. In this regard, it is important that the right skill set is brought to the table when implementing marketing automation. In this regard, you need to ensure that you either bring a person on board with a mixed skill set, or ensure you have a team of people who can bring analytical and creative thinking to any marketing automation campaigns. A business should also consider bringing in team members who have experience in sales and managerial duties. This will ensure that your business as a whole understands the buying habits of its customers and is able to collate all aspects of marketing automation successfully.

3. Generate relevant campaign content

Any marketing automation campaigns for B2C e-commerce companies have to include relevant content that corresponds to the customer receiving them. Companies need to ensure that there’s always relevant branded content being planned for. But also that the 'call-to-action' content within each communication is relevant. It needs to give you the best chance of activating a customer at the right point in time i.e. making a subscriber purchase or a customer to re-purchase or a site abandoner come back. This should spell and end to generic discount promotions sent to everyone, which can erode margin by those who would have bought at a higher price.

4. Create and monitor a set of Key Performance Indicators

There is very little point in creating marketing automation for B2C e-commerce companies unless the results garnered are analysed. Researching the information will allow a business to spot trends within their marketing automation, which allows a company to adapt accordingly. Having access to such information allows businesses to include a call-to-action at the correct time and achieve a sales conversion, rather than the call-to-action becoming stale due to lack of performance analysis.

Summary for b2c e-commerce companies implementing marketing automation

Marketing automation helps streamline the marketing of many businesses, and allows corporations to communicate with volumes of customers that just wasn’t possible before the introduction of marketing automation. However, it is vital that all data is investigated and acted upon accordingly, and that team members using such software are fully aware of their responsibilities and any obstacles that they may need to be overcome. This will ensure that any marketing campaign is successful, and a higher sales conversion is achieved.