Sometimes, when our daily work drags us through the mud of day-to-day details and tasks, we lose sight of how all the dots connect. 

So today, on our Smart CRM Basics series, we want to take you through a 4-minute drill and just see for a moment how all the moving parts of eCommerce marketing at scale are making sense together. 

It could be a useful exercise for experienced and novice CRMers alike. 

And so, as we all know, eCommerce marketing revolves around any marketing activity done on an online store. But how do you drive traffic to your online store and then form long-lasting relationships with your newly acquired customers? How do you go from acquiring new visitors to bringing them to your site, to then incentivizing them to make a purchase while on your site, and, perhaps the most important part – get them to come back and maintain a post-purchase relationship with your customers? 

That’s what the next videos tries to do. Watch it, or read the transcript below it: 

Download the retailers guide to lifecycle marketing

Maintaining Post-Purchase Relationships 

So, you’ve acquired a visitor, and he or she has become a customer. Now what? Well, it’s a lot easier – not to mention cheaper – to retain them at this point. To do so, mix and match the following:  

Multichannel campaign orchestration – the idea is to communicate with customers where they want to be communicated with while ensuring the same message is being delivered across all channels. Therefore, providing customers with a unified customer experience.   

Optimized CRM journeys – the idea is to send the next best message to each customer to maximize their CLTV. 

What You’ll Need to Scale the Efforts  

• Robust segmentation capabilities based on demographical, historical, behavioral, and realtime data.  
• Ability to easily surface valuable insights. Ask yourself which segments are valuable, and which are less, or which products provide the most revenue and are most liked?   

• Message testing and optimization tools to make sure you’re sending the right message to each customer.  
• Message and experience personalization and unification methodologies. (To avoid cross-firing any messages.)  
• To power all the above, you’re going to need reliable data analytics. This will help you know which segment of customers is the most successful.  

Takeaways  

Brands need to strategically utilize their data to power hyper-personalization. CRM marketing hubs make it possible to achieve personalized and unified CRM journeys at scale. 

If you want to learn more about eCommerce marketing, feel free to Reach Out or visit the Optimove Learning Center. 

Don’t miss out on previous Smart CRM Basics: 

B2C Marketing 

The Power of ML 

Published on February 8th, 2021

Posted in

• Customer Retention

Gabriella Laster

Gabriella Laster is Product Marketing Manager at Optimove, responsible for prospect marketing and product messaging. Gabriella holds a B.A. in International Relations and English Literature and an Executive MBA from Hebrew University.