Marketing Automation
Intro to marketing automation
As an eCommerce business, automating your marketing is one of the most effective ways to generate revenue. Email marketing automation paired with SMS marketing automation continuously works in the background to send well-timed messages to customers to encourage them to place an order. Simply put, this means that once a marketing automation is set up, it doesn’t need any further input from your team in order to generate revenue. Marketing automation is a smart way to keep customers engaged throughout their buying journey.
REP.’s marketing automation services
At REP., marketing automation is our bread and butter. We have a highly skilled team of marketing professionals who specialise in email and sms automation. We craft bespoke strategies that take into account your product offering, customer groups, and margins. It’s our goal to nurture your customers at each stage of their buying journey, so they ultimately keep coming back to make repeat purchases. We offer strategy-only solutions, as well as complete packages including strategy and creative, through to implementation and reporting. Each email within your strategy will be highly personalised to your customer, to create a long lasting relationship.
Automating your tech stack
As part of our marketing automation services, we consider your tech stack as a whole. From loyalty platforms such as Smile and Loyalty Lion, to customer review platforms like Okendo, we intertwine your current integrations with your new email and SMS strategies. This is so your customers are given a personalised journey, tailored to their preferences, online behaviours, and purchase history. We can audit your existing tech stack and how it’s being used in your current automations, recommend optimisations, or start fresh with a custom strategy.
Automated marketing revenue vs campaign revenue
For eCommerce businesses, email and SMS campaigns are a priority. Some brands opt to send 1-3 email campaigns per week, others send campaigns daily. While this may be effective, if you have effective automated marketing strategies in place, your campaigns don’t have to work as hard to generate revenue. At REP., we aim to help eCommerce businesses increase the percentage of revenue they see from automated marketing. When it comes to calculating what percentage of revenue should come from your automated marketing compared to your campaigns, we recommend a split of 60/40. Meaning 60% of all email and SMS related revenue should come from your automated emails and text messages. With strategic email and SMS automations working 24/7 in the background, your team can focus their efforts on more effective, less frequent campaigns.
Good Marketing Automation: What Does It Look Like?
Targeted Communication
Effective marketing automation means sending the right message to the right person at the right time. It's not about bombarding customers with emails— it's about understanding their behaviors and preferences, and then automating personalized communications that feel both timely and relevant, enhancing their journey with your brand.
Streamlined Workflows
A good automation system works like a well-oiled machine. It simplifies complex marketing processes, ensuring leads are nurtured, sales are followed up on, and customers are engaged without manual intervention. This efficiency not only saves time but also ensures no opportunity for engagement or conversion is missed.
Adaptive Tactics
The best marketing automation platforms learn and adapt. They track customer interactions and use this data to refine future communications, adjusting the marketing efforts to evolve with customer preferences. This adaptive approach means that campaigns become more effective over time, always staying one step ahead of the customer's needs.
Types of automated workflows
Without effective automated marketing strategies in place, you’re missing out on significant revenue streams. The most popular email and sms automations include:
- Abandoned cart series
- Welcome series
- Browse abandonment series
- Post purchase series
We want to deliver highly personalised messages to your customers at every stage of the funnel. So, we specialise in additional automations including:
- Abandoned checkout series
- Lapsed customer series
- Review request series
- Back-in-stock series
- Replenishment series
Plus, additional series to help you get the most out of your tech stack such as a collection of loyalty automations based around your rewards program. It’s our goal at REP. to get more repeat customers for your brand, so we will only recommend automations and platforms that will work for your customers.
SMS and email marketing automation in Klaviyo
With Klaviyo, we’re able to create marketing automations with both email and SMS in the same workflow. This allows us to craft strategies with well-timed messages that are guaranteed to send to the right customers at the right time — every time. If you are using separate email and SMS providers, you’ll understand the challenges of timing your messages correctly, and ensuring customers aren’t receiving irrelevant text messages. We can migrate your SMS data over to Klaviyo if you’re using an external SMS provider so you don’t lose any valuable customer data.
Frequently asked questions
Get in touch
The team at REP. is ready to craft effective automated marketing strategies that increase revenue and ROI. When working with REP., you’ll have a dedicated account manager, copywriter, designer, and email specialist to ensure your strategy is brought to life. We work with eCommerce businesses across all industries to help them get more repeat customers. Please reach out to us at hello@rep-agency.com to get started, or purchase an audit of your email marketing account here.