12 Reasons Email Marketing Automation Is the Answer for Growing eCommerce Brands

Ruthie Careyby Ruthie Carey

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As it stands, eCommerce email marketing is still one of the most effective ways for retailers to reach customers. This is especially true in light of recent data collection hindrances such as Google ending third-party cookies for Chrome.

Obstacles aside, email is just downright powerful when it comes to driving business results.

Examining a 2019 report from Litmus on the ROI of email marketing, it is revealed that various industries see staggering returns from their email efforts. As Litmus details on email ROI by sector, the average return per industry is:

  • Software and technology: 40:1
  • Marketing, PR and advertising agency: 42:1
  • Retail, eCommerce and consumer goods or services: 45:1
  • Media, publishing, events, sports and entertainment: 45:1
  • Travel, tourism and hospitality: 53:1

All of this averages out to a 42:1 ratio.

However, what is implicit in this data is that many of these results are driven by email marketing automation.

While some might ponder questions — such as “Why automate email marketing?” — the fact of the matter is that getting started with eCommerce email marketing automation is a critical necessity for growing online retail brands.

To help articulate our position and clearly answer the question “Why automate email marketing?”, today, we will explore the reasons and benefits of integrating an email marketing automation platform into a company’s technology stack.

With that said, let’s get started.

Why Automate Email Marketing: 12 Benefits of Email Automation

Truth be told, there are scores of benefits to automating email marketing efforts.

However, some of the most compelling reasons to do so include:

1. Minimal Intervention Required

Let’s kick things off with the most obvious benefit: it’s automated.

The very fact that email automation platforms enable retailers to run campaigns while working on completely unrelated tasks is borderline magic.

Using email automation, merchants can set up a campaign, implement specific criteria to trigger workflows and just let the platform do its thing.

Thanks to email marketing automation services, retailers can automatically send out revenue-driving communications such as:

  • Birthday messages
  • Abandoned cart emails
  • Onboarding emails
  • In-stock or product release notifications
  • Loyalty emails

2. Segmentation Abilities

One of the most effective abilities gained from automating email marketing efforts is the capacity to segment email contacts into different groups based on their characteristics, behaviors and other relevant factors.

Retailers can also implement advanced automation workflows like lead scoring to help gauge the interest of prospective buyers.

By dividing email lists into smaller, more relevant groups, sellers can send out more targeted, personalized emails. Naturally, this has a myriad of benefits, many of which are covered below.

3. Elevated Customer Retention

While many brands are hyper-focused on acquisition efforts, the smart money is on retention marketing strategies.

Why?

As many merchants have likely read (and found out personally) over the years, it costs approximately five times more to acquire a new customer than it does to retain an existing one. Moreover, as is stated in a Bain & Company report on cutting costs:

“A five percent increase in customer retention produces more than a 25 percent increase in profit. Why? Return customers tend to buy more from a company over time.”

The fact is that keeping churn rates to a minimum is a critical task for eCommerce retailers to grow a business. Thankfully, email marketing automation helps to achieve this aim by providing consumers with more value by consistently sending out messages sharing great content, new deals and various non-promotional emails.

So, why automate email marketing?

Because doing so enables retailers to elevate their customer retention and brand loyalty efforts, thereby prioritizing increasing customer lifetime values and boosting the company’s revenue by substantial margins.

4. A Better User Experience

Thanks to email automation features like segmentation and personalization, retailers can utilize email marketing to elevate the user experience significantly.

Through the features found on most email automation tools, sellers can employ email segmentation to deliver subscribers more relevant content, product offers that resonate, information about their loyalty account, geographically-geared messages, emails that are gender-specific and tons of other personalized communications.

As a result of this kind of personalization, consumers are more likely to find email messages to be in line with their interests and desires, thereby creating a far better user experience than if merchants were just to send out email blasts to their entire list.

5. Considerable Time Savings

When merchants automate their email efforts, it saves a lot of time.

In essence, what this means is that retailers (and their team) can spend more time focusing on other takes while email workflows run independently in the background.

Thanks to email automation, merchants can spend more of their time investing in other marketing activities like SEO, content production, social media and the like.

Moreover, automated email campaigns tend to produce significantly better results than manually-ran campaigns. As Klaviyo states about email automation:

“Email automation emails outperform campaign emails in all the major categories: 165 percent higher open rates, 1558 percent higher conversion rates and 1361 percent higher $/recipient!”

This means that by allowing automated marketing platforms to power a seller’s email campaign, the company will not only free up a considerable amount of time to work on other tasks, but the brand will also likely generate more money to invest into its marketing efforts.

6. Ability to Sync Emails with the Purchase Cycle

Another answer to the “Why automate email marketing?” question is that this technology allows retailers to schedule emails that reach shoppers at the exact right moment.

Let’s use an example of a merchant who sells organic hand soap. If that retailer knows that their customer goes through a bottle of soap per month, on average, they could then schedule an email campaign to reach customers three weeks after their last purchase of hand soap to remind them to restock.

Moreover, if sellers wish, they could also use this opportunity to upsell or cross-sell related products to those that the shopper has purchased in the past.

No matter how retailers wish to structure their email campaigns, the fact of the matter is that email automation enables sellers to reach consumers with offers at just the right moment, thereby helping to generate more repeat purchases and revenue.

7. Workflow Efficiency

One of the most significant benefits that comes from automating email marketing is efficiency.

The fact is that retailers want to be capable of reaching their customers on a consistent basis without having to spend all of their time sending emails to subscribers.

Fortunately, automated email marketing platforms resolve this issue by keeping emails flowing without human oversight.

Naturally, this benefit goes hand-in-hand with the time-saving advantage that retailers gain from employing automated email marketing solutions, as part of the efficiency that automation provides comes from the ability to send out batches of emails automatically.

8. Capacity to Easily Scale Marketing Strategies

Utilizing email marketing automation tools means that retailers can quickly establish a set of rules and triggers to help move users through various stages of the marketing funnel based on their actions.

This is not only faster but a more efficient (there’s that word again) way of carrying out a marketing strategy than if merchants were to attempt to do so manually.

For instance, by employing automated email marketing tools, retailers can avoid checking to see which customers made a purchase within the last week and emailing them all manually.

Instead, using email automation, merchants can simply set up effective workflows to automatically email customers who made a purchase.

9. Promote Content and Improve SEO

Given that email subscribers are those who are interested in having contact with a company, they are the perfect audience with which to share new content offerings.

Using automated email marketing campaigns, retailers can promote their new content and bring people back to their website. As a result, they will increase pageviews and user sessions, each of which sends positive signals to engines like Google.

As a result of this traffic, retailers can potentially get their content to rank higher in the SERPs.

When merchants are able to get their content to become more visible in the search results, this tends to lead to an uptick in organic traffic, thereby providing sellers with the opportunity to cultivate more leads and grow their email list.

Over time, retailers’ email marketing strategy and content marketing strategy can work together to elevate and strengthen the site’s SEO performance and get the company closer to its target audience.

This is the entire idea behind integrating eCommerce marketing strategies to increase ROI.

10. Warmer Prospects

While this benefit is more geared toward B2B retailers, there are actually tons of email marketing benefits for B2B businesses that are not discussed here.

That aside, employing email automation enables sellers to review statistics from email campaigns. What this means is that sales teams can see precisely which information prospects have read, clicked, engaged with and the like.

In effect, this means that a prospect is not cold but is instead warm, and the sales team has a better understanding of potential customers’ interests, goals, thought process and so forth.

Practically speaking, this means that sales representatives have a higher chance of closing a sale with these individuals.

11. Harvest More Product Feedback

Generating online sales at volume is no easy task. With the endless amount of information and panoply of products at a consumer’s disposal, it can be challenging to convince shoppers that one product is better than another.

However, one of the most effective tools in that battle is social proof.

For those who are unaware, social proof is, in a nutshell, the idea that when people are not sure what to do in a given situation, they tend to copy the actions of others.

As far as purchasing products online is concerned, shoppers look to customer reviews to guide their actions. Therefore, it is critical for retailers to display a cornucopia of product reviews.

In order to achieve that, merchants must first understand how to garner eCommerce reviews.

One of the best ways to do so is to utilize automated email marketing campaigns by reaching out to buyers and asking them for their honest feedback.

By sending out an automated script for each purchase, retailers are likely to harvest far more reviews than if they were to leave it up to unprompted customers.

That said, this is not the only way in which customer feedback can be utilized.

By collecting buyer opinions on products, the on-site experience and the like, sellers can gain a deeper understanding of their customers’ satisfaction and how to improve their offerings.

12. Analyze and Optimize Email Marketing Efforts

When it comes to email marketing, there are various KPIs and metrics that retailers need to focus on, including:

  • Deliverability
  • Open rates
  • Click-throughs
  • Conversions
  • Revenue per recipient
  • Customer lifetime value

By utilizing an automated email marketing platform, retailers can A/B test email marketing efforts to determine what is working and what needs more work.

Without a platform capable of providing such insights, testing tools and the ability to send out communications at scale, retailers will not be able to get an accurate reading on their campaigns’ effectiveness.

Therefore, the employment of an email automation platform is vital for analysis and optimization.

Final Thoughts

So, why automate email marketing?

Because automating email marketing gives retailers a competitive edge in a myriad of different ways, thereby allowing them to grow their eCommerce brand.

From building better customer relationships to maximizing ROI, elevating SEO performance and beyond, there are a multitude of answers to the question — “Why automate email marketing?”

That said, it is worth noting that utilizing email marketing automation platforms will not automatically equate to success. After all, they are just tools.

In order to make the most out of automated email marketing efforts, retailers must still develop resonant campaigns, segment audiences astutely, craft compelling copy, create subject lines that entice opens and all of the rest.

If your company wants to maximize the potential of its email automation platform, reach out to Visiture’s email marketing experts.

Our skilled team of eCommerce email marketers can help your company to develop the proper audience segments for your brand and email campaigns that engage, convert and drive eCommerce gains.

Join 150+ Leading eCommerce Brands

And see how Visiture can grow your revenue online through award-winning transactional focused marketing services.

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