What should marketing automation include for your online business?

Automation is now trending in any area or industry: from taking on jobs to simplify repetitive tasks. The same happens in the digital marketing space, where marketing automation is taking places for some marketing tasks that before required lots of time from specialists.

What is Marketing Automation?

According to Google & Hubspot, Marketing automation refers to software that exists with the goal of automating marketing actions.

In the marketing processes executed by online businesses there are many tasks that can be automated. Below we put a list together on the ones that we consider important for ecommerce. First of all any tech system will need data as input in order to work properly.

In any so called CRM (customer relationship management) system, user information is used a the first important part of a good marketing/sales strategy. That’s where sales people (or semi-automated systems) start to dig and use the data to get clients through a sales funnel.

That’s only the beginning of what will come next. To start, you might ask what are the features and benefits of marketing automation software? Among other tasks, they can automatically group customers, contact them, and generate conversions on your behalf. One important thing is that systems that have the ability to automate tasks will group more features together, because that is the only way to bring results (more data collected, higher ROI provided). Here’s a short explanation on Marketing Automation Advantages.

So, is it marketing automation a solution for your business? Hopefully you’ll find out by yourself after you read this article. The only thing that’s certain is that marketing automation compensate for the lack of digital marketers you have in your marketing department. Thanks to such solutions, repetitive tasks are done automatically and other marketing activities are only challenged for improvements instead of doing them over and over again.

The conversion funnel for your business is unique and it depends on each client profile. Below is a list of features you might be already using. Think about the advantages of having all under one umbrella:

1.Customer profile

Information is the center of any marketing strategy and customer information is the key to success for your sales strategy.

Collecting data information and adding some intelligence to it is what a customer intelligence system does. Any marketing automation scenarios are based on such information about your customers.

Currently every user uses at least two devices (mobile, work computers, laptop, tablet), so emerging all these profiles to attach to the same customer is a must for the marketing automation solution. The system collects information from any of it, adds extra data from emailing and social media profiles and mixes them together for better results.

Individual engagement practices help improve the customer experience (read more on

2. Increase lead database

Communication permission is important in any business, so lead collectors should be something you need to start with. Email permission/ push notifications permission or any chat permission is required in order to be able to communicate with your clients.

3. Real-time user data segmentation

With all the data you have and collect from various sources, is important to be able to segment it. The easiest segmentation will use customer attributes, but what’s more important is user behaviour because this is what denotes their interests. The results of the segmentation can be used for email, push or ads targeting.

Some ideas of segmentation

  • Viewed minimum 3 bicycles with value over $1000
  • Started filling checkout over $200 information but did not finish the purchase.
  • People from New York who Searched on your website for ties and clicked on one of the results
  • Looking for umbrellas during a rainy period in New York.

Segmentation is very important and help you increase marketing results.

4. Recovery abandoned checkouts

More than 70% of the checkouts are abandoned. This is where cart and checkout recovery solutions come to help, along with remarketing solutions.  Encouraging users to finish purchase can be done through scarcity messages, discount vouchers or free delivery.

5. Retarget lost visitors

You conversion rate is 2-5% so up to 98% of visitors are lost. So how do you go back to them and get them to purchase from you? In marketing terminology this is called retargeting and it’s a must do tactic for online business.

There are a few ways of doing retargeting, through various channels

  • Email retargeting (behavioural emails)
  • Push notifications retargeting
  • Ad retargeting (Facebook and Adwords)

Spending money on bringing traffic is useless if you don’t retarget people who are most interested into purchasing. So doing these methods of remarketing will bring you more revenue from the same traffic.

6. On site personalization

Site personalization started 17 years ago, by Amazon. It’s idea was to show relevant products to each user, which grew into reaching 30% of their entire sales.

Any marketing automation solution is tracking user behaviour and is able to respond in real time to it, or at least, it should be. When a specific condition is reached, a trigger displays a message. It can be a simple popup, banner, widget that will persuade the user into doing a specific action.

Some examples of personalization messages include: vouchers or free shipping given on user exit intent, weather related messages and product recommendations, product displayed to people who are not yet decided.

7. Push notifications

Push notifications are the newest marketing channel to interact with customers, through small messages displayed in the browser.

The notification is a simple message sent to a customer if they already subscribed. The permission is a must before you’re able to send a push notification to a customer, opposite from emailing where you could buy lists to promote yourself.

8. Polls and surveys to gather more data

Some information can be collected automated but some needs manual input from users. Where systems can’t automatically extract information, the best solution is to ask them directly using surveys or polls. Those polls can be combined with interactions, so you display them at the right time using some great segmentation conditions on your website. Examples of questions:

  • Related to demographics, marital status kids or any other personal info
  • What are they looking for in your business
  • Is there something missing from your website they will love to know more?

9. A/B/X test everything

In any marketing solutions, nothing works at their maximum if you don’t test your assumptions. There comes the A/B testing feature that must be present into such solutions of marketing automations.

The A/B/X test help marketers compare performance of two variances and decide which one brings customers close to their goals. A test can be anything, like an email design, a product recommendation algorithm or a push notification message.

Marketing Automation Cloud solutions like Vibetrace help you increase returns of marketing spend. More money comes not only from increasing business sales, but also keeping valuable customers close to you for repeat businesses. Vibetrace has a history of 7 years in the Marketing Automation industry and can help you with support. There are other popular marketing automation software solutions available in the market. Read our in-depth reviews of top platforms in this niche to select a suitable one for your business needs. 

Jessica Stewart

By Jessica Stewart

Jessica Stewart is the resident marketing analyst at FinancesOnline and a pioneering member of our research team. She believes that data is at the center of business and marketing technology is its enabler, a point not lost in his articles published in major outlets such as BusinessInsider, USA Today and Entrepreneur. Beyond assessing the standard tools for workflow automation, campaigns, messaging, and real-time alerts, Jessica focuses on the software’s bottom-line ROI— how it helps marketers perfect their data-driven method to collect and process customer data, measure the KPIs, and, ultimately, realize profits.

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