Most of the e-commerce companies operating in India are either private limited or having LLP registration which comes up with a product/service marketing plan. New marketing technologies provide businesses with new ways to communicate with the customer and it holds much significance as the world fights the pandemic together. Marketers are also geared up with new technology and will boost sales.
There is a method of automation marketing that makes companies focus more easily on their customers. This also assists in the control of promotions and multifunctional campaigns over multiple platforms. Through specifying the workflow, businesses can automate essential messages via email, social networks, and text that keeps them connected to their customers.
Although we can take it for granted that mechanization will do anything, does it meet evolving consumer requirements? It all boils down to how businesses can deal with the latest exploitations of market automation and how effectively they can strike a chord with end-users.
Used as an incredibly useful device, B2C eCommerce platforms can help the companies create a customized experience for thousands of users. On the other hand, it can harm your business if misused.
We have built a list of some well-known marketing automation errors that can reverse the efforts to maximize consumer engagement and revenues. Avoiding such mistakes will help you reach your goals and save time and money.
1. Lacking communication plan
Automation marketing technology can help your e-commerce business in a variety of ways. However, if you do not have a specific goal and set of plans, the best management software can eventually be wasted. Your marketing strategy is likely to fail without a particular strategy. Your business could also focus on the wrong motive. Even if you have a clear goal, but don’t have a plan, the desired results will be hard to achieve. You may finally send false messages, missing deadlines, and foster wrong campaigns.
It is best to evaluate your goals before implementing any marketing technique rather than shooting in the dark. How can you? How can you do that? Build a team of diligent creators as a combination of software, process, budget, content and people is a successful strategy.
2. Failing to leverage user data
Have you gauged how much of your marketing automation software fits your customer’s purchase journey? The marketing automating tool displays details on the website, email, transaction history, and demographics. These data represent the buying behaviour of the customer to create focused actions. This focus improves user experience and understands how these actions are motivated. However, due to a lack of knowledge, a few marketers do not use this customer data.
To segment your email list, evaluate your customer info. Try implementing strategic automation campaigns using customer data to deliver personalized messages correctly.
3. Not sending after-sales emails
Most of the e-commerce marketers tend to believe that it’s easier for people who have customers to sell their products or services. However, contrary to their expectations, existing retailing customers becomes more difficult. Ignorance is the explanation for this. Marketers will not pay much attention to the after-sales process and send daily emails to consumers with coupons. This is one of the significant errors that may not have been made by many customers who have purchased products from you in the same email as previously.
Try a little change. Once your customers complete the transaction, inform them about the status of their product, send them relevant blogs, articles, how-to guides related to your product, and let them know about your social presence. This is just an example. You can take more steps to give your customers a personalized experience.
4. Sending emails too frequently
Marketers are well aware of the automation tools providing consumers with features based on sending multiple automatic, personalized emails, text messages, etc. Yet, just because you are responsible for sending as many emails as you want does not mean that you can flood your customers’ inbox with your mail. Instead, what is to be done? Act smarter and send emails intelligently by sending only the correct information.
5. Sending Content without the A/B Tests
Content testing is one of the most critical components of marketing automation. This helps marketers to learn more about their clients, how they shop, and whether the campaign will or will not be successful. One of the biggest mistakes is to forget or disregard the optimization of your content.
The critical part of an effective content marketing strategy is to A / B test your material for accuracy and consistency. This way, the chance of sending the wrong email to the wrong audience is minimized. It also helps to know whether or not your email templates respond.
6. Automating bad marketing processes
We don’t know what a more dangerous pitfall is: attempting to program processes that don’t exist, or to automating bad marketing activities? The advice is real. However, before you hand it over to a computer to do a lot of work, the marketing mix needs to run strategically and manually. Remember, a good process that does not exist cannot be automated.
A recent study by Sirius Decisions showed the value of good leadership management in achieving performance with marketing automation tools. The data showed that companies that use marketing automation combined with proper processes produce four times the amount of sales of companies with low process automation.
There is no process which matters more in the field of marketing automation than mapping the “buyer’s journey.” Do you know your key audiences (including people) when they need content and communications from you and why they are doing their job?
It should be noted that even when the documentation is excellent, leads do not always flow appropriately through the sales funnel. A little strategic, metrical perspective still needs to be incorporated in every phase to make the communications feel customer-relevant.
7. Forgetting after setting up
One of the greatest dangers of using marketing technology is to “load and forget.” You will not be able to achieve optimal results if this type of approach is adopted. Automation of marketing takes time via manual task automation; it needs people to take care of campaigns and monitor.
Users will periodically review and track their success in automated campaigns to detect any errors and unexpected outcomes.
For instance, there can be some error in triggering the email or it may not function properly or your automation process could lead to a lack of involvement. Through campaign monitoring, businesses can choose to stay transparent about what is happening and stop the campaign to make changes if necessary. Otherwise, there will be a campaign that is not effective.
The value of marketing automation platforms for eCommerce businesses is absolute and is only going to increase in the future. A deliberate and calculated approach can boost your sales, increase customer engagement and generate value for your brand. So, make sure to avoid these mistakes to improve your business, save time and money and prove the success of your product.
There’s a lot to consider with marketing automation and some pitfalls that can be somewhat intimidating. But the promise of these tools remains positive, in the right hands.