For retail brands, sustainable growth isn’t just about generating new customers. It’s about keeping the current ones happy.
Existing customers are already familiar with a brand, their products, and their processes. They have already had time, money, and marketing resource spent on nurturing their relationship, so it’s logical to make the very most of them.
Enter marketing automation. One of the most effective solutions for increasing recurring conversions for retail brands today. With marketing automation, retailers can create personalised experiences that engage with their customers at the right moment, helping to build lasting relationships and encourage loyal, long-term purchases. If you want to focus on keeping your customers happy (and let’s be honest, why wouldn’t you?) then read on to learn 7 ways that marketing automation increases recurring conversations for retail brands.
Delivering personalisation at scale
No matter what type of campaign a retailer is sending, personalisation is essential.
Long gone are the days of generic email blasts. Today, retail customers expect personalised experiences tailored to their individual preferences. Fortunately, marketing automation allows retail brands to segment their customer base and utilise dynamic content to send highly targeted communications based on customer behaviour, demographics, and purchase history.
By understanding past buying patterns and preferences, retail brands can craft personalised messages that speak directly to their customers. Whether that’s recommending products based on previous purchases or offering discounts for products they frequently browse, this level of personalisation enhances customer loyalty and therefore increases the likelihood of repeat purchases.
In fact, 76% of consumers have reported that receiving personalised communications is a key factor in considering a brand, whilst 78% report that personalised content increases their chances of repurchasing.
Finalising purchases with abandoned cart emails
Shopping cart abandonment is a considerable challenge for retailers, with an average of 70% of online carts being abandoned by shoppers.
However, this also presents a significant opportunity for retailers to increase recurring conversions. With the use of automated cart abandonment emails, retail brands can remind customers of the items they left behind, prompting them to complete their purchase. These emails can be highly personalised and triggered by specific behaviours, such as how long the item has been in the cart or how often the customer has visited the website since.
And of course, including incentives such as limited-time offers or free delivery can further encourage customers to complete their purchase, increasing conversion rates for returning customers.
Encouraging extra purchases with upsell and cross-sell campaigns
Once a customer has completed a purchase, marketing automation can help retail brands increase their lifetime value through upsell and cross-sell campaigns.
Based on the customer’s purchase history and browsing behaviour, emails can be automated that suggest complementary products or higher-value alternatives.
For example, if a customer buys a dress, retailers can send an email featuring matching shoes to complete their outfit. These automated emails serve as gentle nudges that encourage customers to make additional purchases, increasing both recurring revenue and the overall value of each customer.
Maintaining engagement with post-purchase follow-ups
After a customer makes a purchase, a retailer’s relationship with them shouldn’t end. In fact, the post-purchase period is a prime opportunity to keep customers engaged and turn them into repeat buyers.
Marketing automation allows retail brands to execute a series of post-purchase emails that thank customers for their purchase, provide useful information about their product, and offer suggestions for complementary items.
Similar to upsell and cross-sell emails, these emails are not just a nice touch, they also keep a brand front of mind and encourage customers to return for their next purchase. And by using customer data to personalise product recommendations, retailers can increase the chances of customers making another purchase in the near future.
Celebrating with Birthday and Anniversary campaigns
We all love a little personalised attention on our special days, especially in the form of offers around significant dates like birthdays or the anniversary of a first purchase with a brand.
With marketing automation, retail brands can easily set up date-based email and SMS campaigns featuring personalised greetings and exclusive discounts.
These thoughtful gestures not only enhance customer loyalty but also encourage timely purchases. And offering a limited-time discount or gift during these special occasions can tempt customers to buy from a brand again, increasing their lifetime value and driving recurring conversions.
Offering VIP treatment with loyalty programs
Loyalty programs are one of the most effective ways to encourage repeat purchases, but with the use of marketing automation, they can become even more powerful.
Through automated campaigns, retailers can track customer behaviour and automatically reward them with points, discounts, or exclusive offers when they hit certain milestones.
For example, brands can automate emails that notify customers when they’ve earned a reward or are close to reaching a new loyalty tier. These emails not only engage customers but also provide an incentive for them to make more frequent purchases.
By integrating loyalty programs with email marketing automation, brands can keep their most valuable customers engaged and encourage them to return again and again.
Reigniting interest with re-engagement campaigns
No matter how effective your marketing strategy is, some customers will simply disengage over time. But there’s no need to panic, as automated re-engagement campaigns offer the perfect solution.
These campaigns are designed to win back customers who haven’t interacted with a brand in a set period of time; encouraging them to re-engage and re-purchase.
Whether it’s a discount on their next purchase or the sale of a relevant item, these emails can reignite interest and drive lapsed customers back to a brand, increasing recurring revenue.
Next steps
It’s clear that marketing automation is crucial for retail brands looking to increase recurring conversions and drive sustainable growth. And by executing the above automated campaigns retailers can deliver engaging experiences that keep customers coming back, enabling brands to build stronger customer relationships and turn one-time buyers into repeat customers.
At Deployteq, we offer an industry-leading marketing automation solution tailored to the needs of retail brands. From email and SMS to in-app messaging, our platform provides everything retailers need to automate their marketing efforts and engage customers at every touchpoint.
With our expertise in marketing automation and a deep understanding of the retail industry, Deployteq is here to help you grow your brand and increase recurring revenue.
Ready to take your marketing automation to the next level? Then get in touch with our team today.
