GetResponse Marketing Automation continues to evolve and adapt based on what relates to you, actual online business owners and online marketers. Our recent webinar, GetResponse Marketing for your online business, was aimed at highlighting the e-commerce features available for you to effectively initiate a comprehensive online marketing strategy.
Follow along as we recap what went down, in case you weren’t able to join us. For those who did join us live, here’s another chance to snag the recording or slide deck, and check out some of your results from the in-webinar poll!
GetResponse Marketing Automation
We kicked the webinar off with a brief introduction of GetResponse Marketing Automation, emphasizing the elements most likely to serve you well in your e-commerce and online business efforts.
These are made up of the automation conditions: cart abandoned, completed purchase, and URL visited. These three conditions aim to provide you with a launching point into some of the most important areas of your sales and conversion funnels; making sure not even one opportunity to engage with subscribers during these key stages is missed.
Our goal is to help expand the thinking around marketing automation, and how it’s so much more than just responding and reacting to subscribers’ behavior with your messages. This includes your online shop or business, as well as your email marketing efforts, and combining them into a comprehensive strategy. You’ll then complement the strategy and introduce some automated efforts to increase engagement and conversions.
The current state of e-commerce
Content Marketing Manager Michał Leszczyński then took us through a look at some key statistics and takeaways regarding the current e-commerce and online business climate.
The findings concluded that the number of digital buyers continues to rise and is showing no signs of slowing down. Statista.com found that more than 1 out of every 5 people has purchased something online.
Given that, it’s also been found that email is among the top channels when delivering that online ROI. Organic search and Direct are still the primary marketing channels driving online sales; however, their importance has slightly decreased, and given place to paid search and email, which have both gone up in 2016 (Source: Custora.com).
The GetResponse, SmartInsights, and Holistic Marketing report from 2016, The State of Email Marketing by Industry (download for free here), found that 33% of retail and e-commerce marketers declare that email marketing delivers excellent ROI. However, it’s the triggered messages that average 152% higher click-through rates Hint! This is where your marketing automation messaging plan comes in (Source: Email Institute “3 Key Trends in Email Marketing & What to Do Now” 2013).
How brands are using marketing automation
With the importance of an online and e-commerce presence fresh on our minds, Michał then presented some real-life examples of how brands we all know utilize marketing automation.
The goals being worked toward while utilizing marketing automation vary, and examples included: welcoming new customers, onboarding new customers, cross-selling, up-selling, re-engagement, accumulating feedback, and retrieving lost sales.
Here’s a simple and effective example of how the Tommy Hilfiger brand welcomes new customers with engaging and actionable content:
While the Casper and Bonobos brands work to retrieve lost sales through abandoned cart messages:
Automation in action
Now all of the of the practical knowledge in the world can’t equip you quite like getting in there and getting your hands dirty. We briefly dove into the GetResponse Marketing Automation feature itself to become acquainted with the available elements and how they work together, but we zoomed on toward an applicable use case. You can get caught up in a flash through our automation resources and tutorials.
Let’s pump the brakes just one more time to share the results from the in-webinar survey. The live audience was an energetic group (thank you!), so we asked the audience three questions:
1) Do you have an e-commerce shop?
2) Have you used any type of automation before?
3) What do you hope to achieve from a marketing automation software?
And we got some nice results!
Along with some interesting feedback from our open-ended question:
The Chocolate Monster
We rounded out the webinar with a live view of an e-commerce sweets shop, The Chocolate Monster, and set up a use case example of a small online business trying to combat the conversion-killing problem of rising cart abandonments.
Cart abandonment is a real issue for most e-commerce businesses, as Baymard.com has found that the average documented online shopping cart abandonment rate is well over 68 percent. Certainly a staggering figure that should jumpstart anyone into a retention action plan!
Here’s the sample GetResponse Marketing Automation workflow that was built to combat this conversion killer:
It leads the potential customer through a workflow that begins with a message that’s triggered once the shopping cart has been abandoned for more than two hours. The message serves to remind about the forgotten sweets, but also entice them to complete the purchase with a discount.
It continues to flow based on activity tracked in the message, and if the purchase was completed in the end, or not. It’s a great example of how easy it can be to begin targeting cart abandoners and tempting them back to complete their orders – continuing to follow up past the completed, or lost purchase.
Finally, the audience watched as we built a fairly simply workflow, but with an important function – to respond to completed purchases. Remember above how we discussed the importance of transactional messages? Here’s just one example of how they can be utilized:
A post-purchase mailing serves to not only thank the customer for their purchase, but further engage them with the option to increase their engagement with your brand by becoming a partner:
We hope that after anyone watches this webinar they walk away knowing:
- Why you should use marketing automation
- How to sell more, more frequently, and build loyalty
- How to build post-purchase and cart abandonment workflows
See for yourself
Now sit back, relax, and watch the webinar at your own pace.
You can also download the presentation’s slide deck here.
Did you join the live event and are here checking out the recording, or are you seeing this for the first time? If so, what would your answers to the poll questions be?
For a little reminder:
- Do you have an e-commerce shop?
- Have you ever used Marketing Automation before?
- What are you looking to achieve using a marketing automation software?
Let us know in the comments!