Our technology partner Mailchimp explains how to make your shop "automation-ready" in just a few minutes and which messages to your customers can be easily automated.
Why every online shop needs a marketing strategy
There’s more to marketing than sending recurring newsletters to your customers. When sending generic messages to your entire user database without segmenting, the probability is high that the content is not relevant for your audience.
Your secret to (future) success: Send the right message to the right user at the right time.
Instead of simply sending emails to your entire audience, start sending targeted messages to segments of your audience for events that are relevant to your customer at that moment—with marketing automation.
Marketing automation can be used when a certain event occurs (such as a newsletter signup or a purchase), to automatically trigger a series of pre-built email messages and ads that display to customers for whom that event applies.
Marketing automation helps reduce your operating costs, because automated emails mean less manual effort for you and your employees. Instead of spending hours creating weekly newsletters, your employees can focus on other actions that add value to the shop and your customers.
Typical Marketing Automation Workflows
Newsletters usually contain current offers, information about new products, and events—in short: time-sensitive content. In many situations, these types of messages are not relevant to a customer who needs to cancel a purchase.
Marketing automation, on the other hand, takes a closer look at the customer's individual situation and sends the messages that are relevant for the customer in the current situation.
The goal of each newsletter subscription is to convert the collected lead into a paying customer in the near future. But to start sending the regular newsletter directly after signing up is often not the best way to achieve this goal.
With marketing automation, the new newsletter subscribers can be sent a custom welcome email series. This can consist of emails that:
Introduce the shop and the team
Present the products
Explain the USP in detail
Supply incentives for the initial purchase like a discount
If a customer has bought for the first time, the customer relationship doesn’t end with the first sale. On the contrary, in the time after the purchase, it is a matter of ensuring that the customer is absolutely satisfied with his or her shopping experience—and will make another purchase with a good feeling.
With marketing automation, messages can be automatically delivered to the new customer to support this goal. Post-purchase automations like a product follow-up or a first purchase automation can consist of a series of emails that:
Thank customers for shopping
Ask for feedback and suggestions for improvement
Provide information on care, use, and maintenance
Refer to warranties or additional services
Offer suitable products as a supplement
Supply incentives for the second purchase
Every shop has them—the customers who are loyal to a brand, buy regularly and can and want to report positively on their experiences. These customers are special and should be treated accordingly. Sending the regular weekly newsletter is only one part of the required "VIP communication.”
With marketing automation, not only can the relationship with the best customers be actively cultivated, it can also turn the most loyal customers into brand ambassadors—generating new customers for the shop. To achieve this goal, emails can be sent to the target group to:
Thank the customer for their loyalty
Give advance access to new products and promotions
Invite them to a special VIP program
Provide incentives to share with friends, family, and fans
Ready to use in minutes with free integrations
Marketing automation can make a big difference for shop operators, but does not have to be expensive or complicated to use. Where previously high investments in the necessary technology were necessary, today native integrations like Mailchimp make it possible to set up marketing automation without the use of developers or previous marketing knowledge. And this applies regardless of whether a shop consists of 1 or 100 employees.
With just a few clicks, Mailchimp syncs your Shopware shop's orders and customer information for you to set up your marketing automations.
One such integration recently released is Mailchimp integration for Shopware. Mailchimp offers an all-in-one Marketing Platform that is cost-effective and offers marketing automation, CRM, ads and more. With Mailchimp you will be able to:
Create and send emails that help you reach your target audience and build your brand
Set up marketing automations based on the buying behavior of your customers
Send product recommendations
Segment your customers based on their purchase history
Create Facebook and Instagram ads for your customers