Automation in Ecommerce Advertising: 3 Developments You Can’t Ignore


You possibly can say so much concerning the world of digital advertising and marketing, however you may’t say that it’s boring.

There’s at all times one thing new to be taught; a game-changing expertise that’s turning the trade on its head; or new developments and ideas to assist hone in your individual technique that will help you promote extra from your retailer and keep forward of the competitors. 

2022 positively hasn’t been a disappointment in the case of tech developments.

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

Let’s check out three main developments we see rising (or persevering with) within the trade, and the way one in all our companions, Omnisend, may 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 in all probability consider electronic 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 offer customers an amazing expertise on-line — and entrepreneurs the information they crave. 

In February 2022, Ascend2 discovered that over 75% of buyer journeys have been automated to some extent. By automating an increasing number of 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 achievement. 

Moreover, automation instruments are serving to entrepreneurs collect extra data on potential prospects, 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 countless.

As extra groups start to reap the benefits of automation, it’s clear that those that don’t might be at a drawback sooner or later. 

2. E-mail is Nonetheless King

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

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

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

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

E-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 electronic mail messages are extraordinarily helpful for entrepreneurs. Primarily based on a consumer’s previous historical past, you may ship emails that recommend new merchandise they could have a tendency to buy subsequent. If a consumer leaves an merchandise of their cart, you may ship a reminder, coupon code and even a number of associated merchandise that would praise their buy. Personalizing electronic mail communication and granular messaging are crucial to any profitable digital advertising and marketing marketing campaign, and might actually assist enhance your backside line. 

3. SMS Advertising is Rising in Recognition

Over the previous few years, a brand new tactic has emerged that has given entrepreneurs a direct line to their prospects: SMS advertising and marketing. Clients opting to offer  a model their private cellphone quantity isn’t any small activity (as if we don’t get sufficient spam on our telephones as it’s), so crafting a marketing campaign will be difficult. However completed proper, that problem can reap unbelievable 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 offers manufacturers the power to speak to prospects who opt-in on the identical gadgets they’re buying from. Cellular commerce grew by 12.2% in 2021. The power to attach with prospects on such an intimate stage makes SMS an actual sport changer for cell commerce. 

“So what?” you ask. “I can already speak to my buyer on their smartphone with electronic mail. What units SMS aside?” Not like a flashy electronic mail that requires designed photographs and templates, SMS messages are simply that, a message alerting a buyer a couple of sale or an merchandise of their cart. They will also 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 duty. Consider your SMS messages as a extra intimate and pressing message than an electronic mail. Begin with automated messages triggered by your shopper’s conduct — then transfer into promotional messages round huge occasions, holidays or gross sales. 

Be sure your messages are priceless to your prospects by holding them brief and candy. 

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

These developments present a transparent transfer towards extra priceless, data-driven communication between companies and their prospects.

Relating to your small business, should you’re not leveraging applied sciences that enable this type of communication, you threat falling behind. That’s why we’ve partnered with Omnisend to assist present our retailers with an automation, electronic mail and SMS resolution that may assist them attain their prospects like by no means earlier than. 

What’s Omnisend? 

Omnisend is an ecommerce-focused electronic mail and SMS advertising and marketing automation platform that’s devoted to serving to manufacturers perceive their prospects 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 by means of the customer’s journey, together with the options to assist them nudge every contact additional alongside that journey. This contains acquisition options, reminiscent of popups, touchdown pages and numerous signup varieties, and activation and retention reminiscent of campaigns and automation utilizing electronic mail, SMS and push, plus segmentation for focused messaging. 

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

What Makes Omnisend Completely different? 

Omnisend can work for companies of all sizes, from one-person run ecommerce shops to giant advertising and marketing groups in worldwide corporations. Omnisend gives the identical instruments throughout the board, regardless of how huge an organization is, to allow them to present skilled, polished service to customers and prospects. 

With its give attention to purchaser journey, Omnisend helps educate its customers on which prospects and prospects to speak to, speak to them and when. This customer-first mindset has helped them turn into the highest-rated and most-reviewed electronic mail advertising and marketing app within the BigCommerce App Retailer.

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

The Last Phrase

Advertising expertise and software program have boomed in recent times. Thanks to those advances, groups can accumulate extra information, create extra related campaigns and serve them to prospects in new, thrilling methods. Utilizing automated electronic mail and SMS marketing campaign instruments like Omnisend can provide your advertising and marketing workforce the power to speak with prospects 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 prospects, and that, in flip, will assist put them forward of the competitors. 

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

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