Marketing tools for your eccommerce business

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This November, we’ve got eccommerce on our minds. In earlier posts this month, we wrote about preparing for the holiday season and using digital payments to increase sales. Today, we’re covering marketing tools that will help you reach more customers with less work.

Use email drip campaigns to increase sales

You might already be sending newsletters, order confirmations, or other emails to your customers with a service like Mailchimp or Sendgrid. Drip campaigns build on top of your basic email marketing strategy to add an additional level of targeting and engagement.

An email drip campaign is a series of emails that are sent out automatically. Drip campaign emails can be sent on a schedule or based triggered by certain actions the recipients does (or does not) perform. For example, you can send drip campaigns to someone after they make a purchase, abandon their shopping cart, or click on a particular offer. The email can go out right after they take this action, or it can be delayed and sent out after a period of time.

With targeted drip campaigns, you can guide customers through the decision-making and buying journey by sending them customized email offers, bringing them back to your site, and encouraging them to finalize a sale — automatically. According to Mailchimp, email automation leads to 16x more orders.

Consider marketing via text message

SMS (short message service), also known as text messages, can be a great marketing channel. A recent industry report cited that 61% of millennials will use their mobile phone for holiday shopping tasks, and according to EZ Texting, the open rate for texts is 99%. These two facts combined show that SMS marketing can be an extremely effective way to reach potential customers and prompt them to make purchases right away.

If you’re considering making SMS part of your marketing strategy, there are a couple things to keep in mind. SMS marketing requires a two-way op-in, so your potential customers will have to go through a confirmation step before you can send them marketing texts. Some services allow you to set things up so people to opt-in to your message list by texting a keyword to a dedicated number.

Another consideration with SMS marketing is the character constraints. You’ll be limited to 160 characters, so make sure your message is direct and compelling. You can include links, so consider directing them right to the product you’re hoping to sell.

Automate your social media posts

Most small businesses don’t have a dedicated social media manager, which can make it hard to create and execute a deliberate and consistent social media strategy. That’s where social media scheduling tools come in. These tools allow you to easily schedule and automate your postings across different social media channels. They can also gather replies and messages from potential customers into one inbox so you can quickly reply.

There are a number of options available at different price points; the right choice will depend on the size of your team, the number of channels you manage. and the sophistication of your social media strategy.

  • SproutSocial is great for teams where more than one person needs to post and respond on social media. SproutSocial also offers streamlined, easy-to-read analytics.

  • Hootsuite offers a range of pricing plans, from super-affordable options for one-person teams to plans that can support large teams on social media.

  • Edgar allows you to create a library of content by category and then automatically posts for you from that library. You can also use Edgar to automatically repost content to reach more people.


Hi there! This post exists to offer you (hopefully) useful information but it cannot take the place of personalized professional advice. Please consult a qualified expert if you have questions about your business. Also, Azlo doesn’t endorse any third-party sites that are linked here.


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