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Automation in Ecommerce Advertising and marketing: 3 Tendencies You Can’t Ignore

You’ll be able to say loads concerning the world of digital advertising and marketing, however you possibly can’t say that it’s boring.

There’s all the time one thing new to study; a game-changing expertise that’s turning the business on its head; or new tendencies and ideas to assist hone in your individual technique that can assist you promote extra from your retailer and keep forward of the competitors. 

2022 undoubtedly hasn’t been a disappointment on the subject of tech tendencies.

At BigCommerce, we’ve seen the world of ecommerce rising and altering quicker than ever earlier than. Lots of these tendencies are serving to drive the adjustments we’re seeing within the digital advertising and marketing area. 

Let’s check out three main tendencies we see rising (or persevering with) within the business, and the way considered one of our companions, Omnisend, may also help you hone your digital methods to remain forward of the competitors. 

1. The Continued Rise of Automation

What do you consider once you see the phrase ‘automation’? If you happen to’re like most entrepreneurs, you most likely consider e-mail automation — automated nurture drips, campaigns and the like. However automation encompasses a lot extra than simply emails.

Instruments like SMS automation, chatbots and extra can all be automated to provide customers an important expertise on-line — and entrepreneurs the information they crave. 

In February 2022, Ascend2 discovered that over 75% of buyer journeys had been automated to some extent. By automating increasingly more processes all through the shopper journey, entrepreneurs have extra time to optimize communications, to research information and to make sure that each contact level is a chance for fulfillment. 

Moreover, automation instruments are serving to entrepreneurs collect extra data on potential clients, which permits for not simply extra communication, however extra significant communication. 

For instance, advertising and marketing groups can arrange deserted cart SMS alerts, inactivity emails, page-closing popups that give customers coupon codes relying on their historical past — the chances are infinite.

As extra groups start to benefit from automation, it’s clear that those that don’t can be at a drawback sooner or later. 

2. Electronic mail is Nonetheless King

Electronic mail has lengthy performed an integral function in any digital advertising and marketing marketing campaign, however with advances in automation and data-gathering, e-mail campaigns are delivering higher outcomes now greater than ever. 

​​Automated messages generated 29.6% of all e-mail advertising and marketing orders with solely 2.2% of the sends. — Omnisend

Earlier than we go any additional, it’s vital to make a distinction between an automatic e-mail and promotional emails.

In line with Omnisend, “Promotional campaigns are one-off messages manually despatched by manufacturers, similar to a weekly e-newsletter selling particular affords, reductions, new merchandise and different promotional-style messages.” Automated messages, then again, are “messages triggered by consumer conduct, similar to when a consumer abandons a cart, subscribes to a e-newsletter or makes a purchase order.”

Electronic mail advertising and marketing generated 72 orders for each 1,000 promotional marketing campaign emails clicked on in comparison with 343 orders for each 1,000 automated messages. — Omnisend

The sorts of information used to ship automated e-mail messages are extraordinarily helpful for entrepreneurs. Primarily based on a client’s previous historical past, you possibly can ship emails that recommend new merchandise they could have a tendency to buy subsequent. If a client leaves an merchandise of their cart, you possibly can ship a reminder, coupon code and even a couple of associated merchandise that would praise their buy. Personalizing e-mail communication and granular messaging are crucial to any profitable digital advertising and marketing marketing campaign, and might actually assist increase your backside line. 

3. SMS Advertising and marketing is Rising in Recognition

Over the previous couple of years, a brand new tactic has emerged that has given entrepreneurs a direct line to their clients: SMS advertising and marketing. Clients opting to provide  a model their private telephone quantity isn’t any small job (as if we don’t get sufficient spam on our telephones as it’s), so crafting a marketing campaign might be difficult. However achieved proper, that problem can reap incredible rewards. 

Promotional marketing campaign sends elevated 75% year-over-year whereas automated sends elevated 258%. — Omnisend

Why has SMS advertising and marketing taken off? As a result of it provides manufacturers the flexibility to speak to clients who opt-in on the identical gadgets they’re buying from. Cell commerce grew by 12.2% in 2021. The power to attach with clients on such an intimate degree makes SMS an actual sport changer for cellular commerce. 

“So what?” you ask. “I can already discuss to my buyer on their smartphone with e-mail. What units SMS aside?” Not like a flashy e-mail that requires designed pictures and templates, SMS messages are simply that, a message alerting a buyer a few sale or an merchandise of their cart. They can be used as half of a bigger marketing campaign, permitting entrepreneurs to ship SMS messages in between emails or different contact factors. 

However with nice energy comes nice accountability. Consider your SMS messages as a extra intimate and pressing message than an e-mail. Begin with automated messages triggered by your shopper’s conduct — then transfer into promotional messages round large occasions, holidays or gross sales. 

Ensure that your messages are invaluable to your clients by protecting them brief and candy. 

SMS drove 106% extra orders in 2021 than in 2020. — Omnisend

These tendencies present a transparent transfer towards extra invaluable, data-driven communication between companies and their clients.

On the subject of your online business, if you happen to’re not leveraging applied sciences that permit this sort of communication, you threat falling behind. That’s why we’ve partnered with Omnisend to assist present our retailers with an automation, e-mail and SMS resolution that may assist them attain their clients like by no means earlier than. 

What’s Omnisend? 

Omnisend is an ecommerce-focused e-mail and SMS advertising and marketing automation platform that’s devoted to serving to manufacturers perceive their clients higher, to allow them to talk with them on a number of channels to extend loyalty and generate extra gross sales. 

How Does Omnisend Work? 

Omnisend goals to assist ecommerce manufacturers perceive how their contacts are progressing via the client’s journey, together with the options to assist them nudge every contact additional alongside that journey. This contains acquisition options, similar to popups, touchdown pages and numerous signup types, and activation and retention similar to campaigns and automation utilizing e-mail, SMS and push, plus segmentation for focused messaging. 

When connecting the device to your BigCommerce retailer utilizing the Omnisend integration, there’s little to arrange. You don’t have to be a developer to combine the app, and automations might be created with an easy-to-use drag and drop builder. Added to its automation options, that may result in extra time saved, higher concentrating on on extra channels and higher outcomes.

What Makes Omnisend Totally different? 

Omnisend can work for companies of all sizes, from one-person run ecommerce shops to massive advertising and marketing groups in worldwide corporations. Omnisend supplies the identical instruments throughout the board, irrespective of how large an organization is, to allow them to present skilled, polished service to buyers and clients. 

With its concentrate on purchaser journey, Omnisend helps educate its customers on which clients and prospects to speak to, easy methods to discuss to them and when. This customer-first mindset has helped them change into the highest-rated and most-reviewed e-mail advertising and marketing app within the BigCommerce App Retailer.

On the software program ranking platform G2, Omnisend additionally scores a 9.2/10 for ease of use (business common is 8.6), a 9/10 for high quality of assist (business common is 8.7, and a 9.2/10 for ease of setup (business common is 8.4). 

The Closing Phrase

Advertising and marketing expertise and software program have boomed in recent times. Thanks to those advances, groups can gather extra information, create extra related campaigns and serve them to clients in new, thrilling methods. Utilizing automated e-mail and SMS marketing campaign instruments like Omnisend can provide your advertising and marketing workforce the flexibility to speak with clients like by no means earlier than.

Not solely that, however Omnisend additionally helps information and educate its customers to create extra related campaigns for his or her clients, and that, in flip, will assist put them forward of the competitors. 

Able to strive Omnisend in your ecommerce retailer? Obtain the Omnisend app immediately and see for your self why it’s the highest-rated e-mail advertising and marketing app within the BigCommerce app retailer. 



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