As you look towards planning for 2016, you’ll probably review where your commerce marketing activities are right now and where you want them to go. You might ask yourself: Am I getting the most out of my emails? Should I remain with my current email marketing platform or switch to a new one? Here are three of the main reasons why companies upgrade to an email marketing platform designed for the commerce marketer:
1. Increase Revenue
DigitasLBi's 2015 Connected Commerce study found that consumers buy more and more often when met with personalised retail experiences. That’s good news because segmenting based on purchase data, contact data, behaviours and preferences helps you create more targeted and relevant campaigns, which are much more likely to spark interest and a purchase.
A commerce-centric email marketing platform makes it possible to collect customer data and segment with ease, even with limited resources. The email platform provider will also offer proven marketing strategies and commerce expertise to help you plan campaigns, follow best practices and increase revenue.
2. Achieve More With Less
Marketers need platforms with a wide range of easy-to-use features, elegant ways to create intricate segments and workflows, and straightforward systems for analysing the results of your campaigns. A commerce-centric email marketing platform offers a highly intuitive, visual interface that makes it easy to use a wide range of powerful, resource-saving tools.
It also empowers you to personalise messaging without consuming your valuable time. Automating repetitive tasks increases efficiency and allows you to do more with less. It enables you to trigger welcome series, basket recovery series, birthday and anniversary, post-purchase, re-engagement, and other campaigns with minimal effort and make your emails stand out in the recipient’s inbox.
3. Leverage Your E-commerce Ecosystem
Post-purchase data and other e-commerce information plays an important part in designing segmented campaigns. Properly functioning integrations allow real-time changes using the latest data available. Your email marketing should be tightly coupled with your business processes and your e-commerce, web analytics and personalisation platforms. Flexible, open APIs, along with JavaScript and other web technologies, open the way for seamless, real-time data exchange.
Transactional messages have exceptionally high open rates. A commerce-driven email marketing platform makes it easy to send timely, engaging and measurable order and shipping confirmations that include cross-sell and up-sell offers and turn purchasers into repeat buyers.
Is it Time To Upgrade?
Are you looking to make your email marketing messages more targeted and personal? Do you want more powerful, yet easy to use tools that can save you valuable resources? Do you want access to the kind of data that dramatically increases the revenue-generating power of your emails? If you answered yes to these questions, then it might be time for your company to upgrade.
By Saima Alibhai, Client Services Manager at Bronto Software.
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