Marketing Automation in eCommerce: 10 Practical Examples


In the modern marketing age, how are you blending business intelligence with marketing automation to help convert leads into loyal customers and grow your business online?

The marketing automation platform helps marketers to manage repetitive marketing tasks such as including automated emails based on a user’s action or automating social media posts. It also offers relevant cross-sells and upsells based on a user’s activity.

61% of surveyed marketers reported that increasing lead generation is the most important strategic goal of marketing automation. (SocialMediaToday)

Marketing Automation in eCommerce offers you the opportunity to be as valuable as possible to your customers and your work.

Perks of Marketing Automation for eCommerce

There is a myriad of marketing automation features that can support eCommerce businesses of all sizes and help them boost their customer conversion rates. 

Take into account the following benefits:

  • Nurture campaigns – It creates an amazing journey for email subscribers. A nurture campaign could include opens, clicks, website visits, and purchases to automatically expand customized emails.
  • Peppy content- It is the most critical feature of marketing automation as it can change the content of an email automatically for each signed up subscriber. It scales down the possibilities to create hundreds of variations. 
  • Customer Segmentation – It seamlessly segments email campaigns based on customers’ purchase history and shares relevant product updates, targeted discounts, and recommendations. 
  • Analysis. Rather than separately analyzing sales reports, website traffic information, and email marketing statistics, all of that information can be seen in one place on a marketing automation tool, assuming you have installed all the integrations.
  • Dynamic product offerings – It sends an email to customers based on the products they viewed on your website. 

10 Best Examples of eCommerce Automation

Marketing automation is a great platform for eCommerce marketers and following the smart practices it offers, can turn the business into a sales juggernaut that finds leads and converts them into loyal and long-lasting repeat customers.

Consider the following 10 examples every marketer should practice.

1. Welcome Message to New Subscribers


When a new subscriber signs up for your email marketing, it is the perfect opportunity to make a great first impression. You can send them a welcome email to introduce yourself, say thank you, or even offer a special promotion.

With Automation, you can actively accumulate newsletter subscribers, and welcome them for joining your email subscriber list with an automated mail. 

To market your eCommerce store effectively, optimizing your email subscriber list is essential. 

You can easily create the subscriber list with small but enticing incentives such as “get a 30% off coupon code for joining our list”. 

Welcome a new subscriber customer with an appealing graphic newsletter. 

You can create a default one-click welcome automation that will send mail instantly after signup, and can also add pre-filled content.

In the automation builder, you can change the delay, and edit the design and content but it will only trigger the new audiences that are fixed and non-editable. 

You can also pause the automated welcome email at any time. 

2. Cycle-based Automation


Cycle-based automation is used when a subscriber has joined the email list but hasn’t purchased anything within a specific period. 

Customers might browse and like many products but unfortunately, delay in buying for various reasons then with this automation you can set up triggers for a certain deadline that has passed between subscribing to your brands and not buying anything.

You can entice subscribers with an automated message. 

For instance, You can offer a special voucher or a discount code to overpower purchase barriers.

In other cases, if a customer has made a purchase 5 months before but hasn’t placed any order since. In this situation, you can set up an automated “You are being missed” reminder. 

3. Shopping Cart Reminder


When shoppers add products to their online cart but leave the site before completing their purchase that’s when shopping cart reminder mail comes into the role.

The main concept behind a shopping cart reminder is to send an email reminder for cart recovery with an irresistible incentive to the customers who abandon their shopping cart.

You can remind customers of what they left behind with one or a sequence of automated emails.

  • Reminder one: It should be shared within 3 hours after the customer abandons as these are the golden hours to turn lost customers back to your site.
  • Reminder two: After 6 hours is another perfect timing to send a cart abandonment reminder just in case your customers didn’t check the first mail. 
  • Reminder three: After 12 hours of abandonment – only If your customer still hasn’t completed the checkout process, offering them a delightful discount. 

These messages entitle you to reconnect with your customers and give them a better chance to complete their purchase and see the value you can offer to them.

4. Content-based Automation

Content-based automation is created when a customer has been identified and we know his buying behavior and his preferences. 

For instance, You can step up the sales process when the subscriber opens your newsletter and take a glance at the specifications of a particular product. 

The content automation trigger can be resolute according to customer aspired criteria, so you won’t disturb your customers unnecessarily.

You can send triggers with an automated message in many various scenarios such as when the subscriber has already opened the first page of the shopping cart or clicked on the newsletter more than once and many other times when they check the same newsletter.

With Automation, you can easily gather and save the buying behavior information of the subscriber even before their real personalities are evident. 

Even if the buyer first searches product pages and then subscribes to your newsletter, you already know what they are interested in.

5. Content-based Automation, Upselling, and Cross-selling


When the messages are based on consumers’ purchase history and you add on more detail to it such as useful tips, instructions, and recommendations for additional services then it comes under content-oriented automated messages

In such messages, you can upsell or cross-sell as you can directly suggest additional services or convey tips to consumers that buy specific products. 

For instance, When a consumer buys jeans, with this content-based automation you can recommend other congenial products such as t-shirts or belts.

You can also recommend new jeans after 6-12 months of an interval to replace old jeans.

Occasionally the consumer buys a product that demands maintenance or a certain type of storage then again you can greet consumers with an automated message including instructions about how to utilize the product and have the chance to upsell. 

6. Thank You Messages


A thank you message conveys genuine gratitude to the customer which leads to coming back for another purchase.

When a consumer purchases few products from your brand then you can set up an automated thank you message for them.

You must keep it humble such as “Thank you for trusting in us”,” Thank you for your purchase” and many others.

Automated Thank you messages should be shared after a couple of days they have purchased so you can also ask the consumer to share the product reviews. 

In the automated message you can share the link of the direct product feedback page where they can share their product reviews.

You can also entice them to share product reviews with a promising discount for the next order if they share the experience as such an incentive enhances the number of reviews.

7. Surveys


Surveys are essential for your eCommerce business and ensuring your consumers stay with you. It is part of the Marketing survival kit.

You can create automation facilities when a customer contacts your customer service as you don’t want to share a message without their permission otherwise it can be a setback for the company. 

You can simply share an automated survey message for instance, Please rate our customer service and win a spa gift card!.”

Such surveys will help you understand how customers like your customer service and what more can be done to keep them contend.

You can also enhance the effectiveness by adding a dropdown to the contact form where the customer can choose what the feedback concerns, subsequently this helps targeting the message. 

8. Personalized and Targeted Automation

Personalized automation has helped 89% of marketers in the U.S. to grow revenue.

An ingenious marketing automation platform can help you build personalized user experiences for your website visitors.

Your company website acts as one of the main touch-points for users today and you can use advanced automation tools to plan unique website experiences for your users. 

Automation helps establish a 1-to-1 connection with the arriving visitor. 

With personalized offers, pop-ups, and intent-based actions you can secure visitors more effectively. 

With your sign up forms, you can collect information about the visitors’ and their special birthday occasion, accordingly, you can target and personalize messages for them. 

As everyone loves discounts on special days so you can congratulate your customer on their birthday or anniversaries with an exciting gift or a discount code voucher.

9. Loyalty-based Automation


The loyalty-based automation adapts to the behavior of the customers and automatically analyzes how much they spend and how many times they buy.

You can easily sell more using the information in Automatic data. Such automation is win-on-win for both, as the customer sees a loyalty card while you see so much information and lots more sales.

With Loyalty-based automation, you can reward your most special and loyal customers with amazing benefits such as exciting discounts or exclusive sales.

If you share bonus points with customers then you can also send bonus reminders messages to them such as “ Your bonus points will expire in 3 days, use them before they are gone. We are also adding 20 more bonus points in your account”

10. Reminders

Order reminder automated messages are the best for engaging customers and resolve orders matters that are jammed in a certain order stage.

For example, You can share automated missing payment reminders for orders that are still in the waiting process as the data will be shown in the status of the customer data.

If the order checkout has not been processed then there can be reasons that he is waiting for additional products. In such cases, the customers can be reminded that the order is on hold for extra products. 

With this process, you can keep the customer content and aware of the order’s course, and scale down the workload of customer service.

Also, if the order has been returned but the customer hasn’t shared bank details or updated where to return the amount you can share an automated reminder to the customer.

Final Thoughts

Marketing automation is the key to success that unlocks the ample business intelligence that’s already in your database and takes leverage of the information to gain actionable analytics and deliver personalized marketing campaigns.

Marketing Automation can dwindle your marketing workload and can help you effectively improve conversions.

Now the question comes which right platform to choose to incorporate marketing automation to skyrocket sales.

If you are looking for an AI-driven marketing automation tool that can capture customer data and personalizes your communication on all channels such as Email, SMS, Whatsapp, and many others, then Wigzo is the best tool for you. (Free 15 days trial available)

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Rashi Kundra

Rashi Kundra

Rashi is a literature graduate from Delhi University. She is a content writer at Wigzo. In her spare time, you will find her meditating while grooving on EDM beats.

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