When building a house, you need a solid foundation; the same goes for an online store. Marketing automation workflows serve as a foundation on which to build more complex strategies. Starting with a few basic automations allows you to improve conversion and customer loyalty without the need for large resources. You don't need a huge infrastructure: with simple steps you can automate effectively and start seeing results quickly.
There are a number of strategies within marketing automation that act as pillars of this construction, improve ecommerce conversion and foster customer loyalty.
Basic automations not to be missed
Welcome flow to new registrations
This automated flow is key because it marks the start of the customer relationship. It is polite to ask for things with a please and thank you, as well as to say hello and goodbye.
In this case we are talking about welcoming new leads, possible new subscribers, new people who have arrived for some kind of interest. What less than going out to greet them, what if we take them a welcome gift Like a discount code or something to make them feel at home?
When a user registers on the website or subscribes to the newsletter, an opportunity to generate a good first impression. Your job will be to present the brand, the value proposition, reinforce trust and guide the user to their first or next purchase.
Abandoned cart flow
The abandoned cart is one of the most cost-effective automated flows thanks to the great immediate return it generates.
Imagine you work in a grocery store and a customer fills his basket in the store and suddenly receives a call and leaves. His basket is forgotten, with the products he had chosen and needed. Without a reminder, these items could be lost.
In this situation, the abandoned cart flow allows you to send a first reminder half an hour after the abandonment and, if necessary, a second reminder. message that reinforces the benefits of the products or remember that the basket is still available.
Example of an automated flow for Abandoned Cart
Navigation flow without purchase
This type of automated flow accompanies the user during the purchase decision process.
“- Hi, do you need anything?”
“- No thanks, I'm just looking.”
That person may or may not buy, but they are exploring. The key is maintain their interest without being intrusive. This flow allows to remember products or categories visited, offer supporting content and guide smoothly towards the purchase. It is ideal for ecommerce with longer decision cycles or medium-high value products.
Post-purchase flow
Now that the user has purchased, we must continue to show interest. A purchase does not have to mean the end of that user's life as a customer.
Post-purchase flow is essential to build loyalty customers and improve recurrence. The customer's experience, both before and after the purchase, is key.
Reactivation flow of inactive customers
A lot of silence... it's time to reactivate! If the customer hasn't returned after the post-purchase strategy, an automated reactivation flow can remind you of the brand and its values, and why you bought the first time.
For the message to have an effect, ct is useful to include news or benefits that arouse their interest. and encourage you to return to the site and, who knows, to buy again.
How to work with marketing automation flows
Having a clear automated flow strategy is only the first step; the next step is to implement it effectively. This requires specialized tools like Connectif, The software is designed to create, monitor and optimize each automation in a simple and scalable way.
In addition, having a team of marketing automation experts, Geotelecom, which ensures that each flow is designed strategically and in a personalized manner, achieving ecommerce to run more efficiently.
Marketing automation is not about having many automated flows, but about having the right flows. With these marketing automation flows it will be possible to cover a large part of the customer lifecycle and improve your results without increasing operational complexity.
