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



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

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

2022 undoubtedly hasn’t been a disappointment with regards to tech developments.

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

Let’s check out three main developments we see rising (or persevering with) within the business, and the way one in all our companions, Omnisend, can assist you hone your digital methods to remain forward of the competitors. 

1. The Continued Rise of Automation

What do you consider while you see the phrase ‘automation’? If you happen to’re like most entrepreneurs, you in all probability 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 offer customers an incredible expertise on-line — and entrepreneurs the info they crave. 

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

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

For instance, advertising 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 an obstacle sooner or later. 

2. E-mail is Nonetheless King

E-mail has lengthy performed an integral function in any digital advertising 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 orders with solely 2.2% of the sends. — Omnisend

Earlier than we go any additional, it’s essential 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, akin to a weekly e-newsletter selling particular affords, reductions, new merchandise and different promotional-style messages.” Automated messages, alternatively, are “messages triggered by consumer conduct, akin to when a consumer abandons a cart, subscribes to a e-newsletter or makes a purchase order.”

E-mail advertising 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 varieties of knowledge used to ship automated e-mail messages are extraordinarily helpful for entrepreneurs. Based mostly on a consumer’s previous historical past, you may ship emails that counsel 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 couple of associated merchandise that would praise their buy. Personalizing e-mail communication and granular messaging are crucial to any profitable digital advertising marketing campaign, and may actually assist enhance your backside line. 

3. SMS Advertising is Rising in Reputation

Over the previous few years, a brand new tactic has emerged that has given entrepreneurs a direct line to their prospects: SMS advertising. Clients opting to offer  a model their private cellphone quantity is not any small process (as if we don’t get sufficient spam on our telephones as it’s), so crafting a marketing campaign might be difficult. However performed 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 taken off? As a result of it offers manufacturers the flexibility to speak to prospects who opt-in on the identical units they’re buying from. Cell 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 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 couple of 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. 

Make sure that your messages are helpful 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 helpful, data-driven communication between companies and their prospects.

In relation to what you are promoting, should you’re not leveraging applied sciences that enable this sort of communication, you danger 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 prospects like by no means earlier than. 

What’s Omnisend? 

Omnisend is an ecommerce-focused e-mail and SMS advertising 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 way of the client’s journey, together with the options to assist them nudge every contact additional alongside that journey. This consists of acquisition options, akin to popups, touchdown pages and numerous signup kinds, and activation and retention akin 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 may be little to arrange. You don’t should 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 focusing 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 giant advertising groups in worldwide corporations. Omnisend offers the identical instruments throughout the board, irrespective of how large an organization is, to allow them to present skilled, polished service to consumers and prospects. 

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

On the software program score 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 Last Phrase

Advertising know-how and software program have boomed lately. Thanks to those advances, groups can acquire extra information, create extra related campaigns and serve them to prospects in new, thrilling methods. Utilizing automated e-mail and SMS marketing campaign instruments like Omnisend can provide your advertising staff the flexibility 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 strive Omnisend in your ecommerce retailer? Obtain the Omnisend app in the present day and see for your self why it’s the highest-rated e-mail advertising app within the BigCommerce app retailer. 



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