Developing the Best Ecommerce CRM Strategy with Drip: What Is It and Why Is It Important?

In today’s world there are a lot of online stores, ecommerce is constantly growing, and people have a lot of options when it comes to who they shop with. On top of that, store owners are inundated with software options to help them hit their goals.

So, what’s the secret to selling more products through direct ecommerce companies, whether small business or enterprise? The answer lies in creating better connections. And guess what. ECRM can help you create those better connections (for more sales) easy peasy.

ECRM stands for ecommerce customer relationship manager. An ECRM, like Drip, is an ecommerce marketing automation powerhouse created to help you understand your customers, then deliver better experiences using the insights you uncover.

The platform is designed to hold millions of records to let you see exactly what your customers are doing 24/7. From what emails they’re clicking through to what pages they’re visiting to what products they’re interested in purchasing, Drip connects loads of data to intelligent automations across your marketing channels so that you can connect with customers on a more personal level.

How Drip Ecommerce CRM Makes Your Marketing Meaningful

How can a software platform bent on ecommerce marketing automation make experiences more personal and human? I know we live and breathe tech around here, but our mission is to gather all the insights you need, organize and make them useable in an ECRM, and empower you to craft your most personal marketing yet as a result.

It's software tech for humans, by humans, to improve the human experience. (Sould I keep saying "humans"? Humans.)

Here are a few surefire ecommerce CRM strategies that can help take your customer relationship to the next level:

  • Deeper Segmentation Leads to Better Experiences. Segments allow you to group together customers based on what they’re doing—like opening an email, buying a product, or visiting a page. Deep segmentation lays the groundwork for more targeted and relevant marketing campaigns.

    For example, imagine you want to send an email to all of your customers who have purchased a T-shirt. That's great! You can create a segment of T-shirt buyers and hit them with an email about your latest shirts. But ecommerce CRM lets you gets even deeper than that—you can segment your customers into people who bought red shirts, or blue shirts, or crop tops, or....any other T-shirt there could be. 

    Then instead of your customers getting a message for just any old T-shirt, you could write them a tempting email advertising the very color and style of T-shirt you know they already love.

  • Personalized Email Campaigns Hit Home. If you’re ready to get up close and personal with your customers, email campaigns are your golden ticket to success. Send warm, meaningful messages to your subscribers through automated, topic-specific email campaigns.

    Easy to build and easy to launch, campaigns can have as many emails as you need. The greatest part about email campaigns in Drip ECRM, though, is that they can be triggered and sent automatically. No more manual sends and tediously monitoring which customers need what.

  • Capture Lead Scores for a Full-Color Story. With lead scoring, you’re able to keep tabs on what your customers are doing and how they’re engaging with your business so that you can determine your best leads based on engagement.  

    The more people interact with your brand—whether that's visiting specific pages, making a purchase, or beyond—the higher their lead score will be. (Or even deduct points for things like abandining a cart.) This score is your key to seeing who you should talk to when it comes to offering loyalty incentives or come-back campaigns. These campaigns enhance every customer relationship with personalized experiences.

  • Create Abandoned Cart Workflows. A whopping 70% of shoppers who add items to their shopping cart don’t follow through to the checkout aisle. Sending cart abandonment emails and utilizing Drip’s Cart Abandonment Guided Workflow feature can help give shoppers the extra nudge to make a purchase.

    With an ecommerce CRM, it's easier than ever to automatically get abandoners back to their shopping carts. Drip's Guided Workflows can less than 2 minutes to set up, and once you do, your Shopify store integration will be talking nonstop to your Drip account. The second someone leaves a cart behind, your automated cart abandonment campaign will be gearing up to send out tailored emails and ads to try and get the forlorn shopper to return and finish the deal. 

Drip's Ecommerce CRM Strategy Best Practices

OK, so now that you have an idea of what ecommerce CRM can uniquely do to help you understand your customers and create better personal experiences as a result, it's time to dive into analyzing and optimizing.

You've segmented, you've personalized, now how do you know if it's all paying off? Let's see.

The True Benchmarks of a Successful Ecommerce CRM Strategy

Having the ability to utilize all of the customer data that your ecommerce CRM platform is constantly collecting is exactly what makes an ECRM so special and unique. A platform like Drip takes oodles of complex data and organizes everything into one smart platform so that you—you ecommerce guru—can have customer information right at your fingertips for any marketing strategy you can cook up.

When it comes to seeing what strategies are working for your online store, dashboards and native reports in Drip put all of that precious customer data into one place so that you can easily see what marketing strategies are working best, how much revenue a specific strategy is earning, and how engaged your customers are with your ecommerce business.

But you're running an online shop and don't really have time to rustle through all of that data and distill it into numbers you care about. So, we did it for you.

Drip’s four latest dashboards showcase the important datapoints about your business—from what’s working, to what needs more work, to the overall progress of your business—so that you can understand all of your customer trends and respond accordingly.

They also act as metrics that can be used to measure the success of your ecommerce CRM strategies.

  • The Account Dashboard lets you view real-time data from your latest campaigns within the last 7 days, and lets you view top earning workflows and campaigns, as well as top earnings from recent broadcasts. It's an easy way to see how your work in Drip is contributing to your sales.

  • The Campaign Dashboard monitors the overall performance of your campaign so that you can see your most effective email content as well as any content that’s not performing at optimum level. View the number of subscribers that are subscribed to the campaign, the revenue performance of the campaign, the average time it takes for subscribers to make a purchase, and more.  

  • The Workflow Dashboard is all about deep-level analysis of how your workflows are performing and driving sales and revenue. Whether you’re looking for stats on the average order value or the revenue attribution for each email in the workflow, this dashboard lets you optimize your marketing strategies to build more profitable relationships with your customers.

  • If you’re looking to monitor the performance of your broadcast, the Broadcast Dashboard has your back. View analytics such as the total revenue earned by the broadcast, the average order value, as well as the open, click, and unsubscribe rates.

While the goals of every ecommerce website might be different, utilizing various analytics from these dashboards can help to act as benchmarks from which to base success on. These dashboards can help your marketing team or your sales team for real-time analysis and sales forecasting. However you choose to use this data, the fact is that these dashboards will help you optimize any strategy.

For example, let’s say your business starts a nurture workflow to get a shopper to buy something at the beginning of the year and it’s only earned $500 so far, perhaps the store’s benchmark goal could be an improvement of 100% over the next 3 or 4 months.  

What Is a Realistic Timeline for Moving Through an ECRM Strategy?

When it comes to a realistic timeline of moving through an ecommerce CRM strategy, it is likely to fluctuate based on the size and age of your ecommerce brand. However, if it’s an ECRM strategy that works, like an abandoned cart workflow, it should run forever. While you might have to tweak and optimize over time, at the end of the day an ecommerce CRM was built for the long haul.

It also depends on how many resources you have devoted to implementing your strategies. If you're the only person behind your ecommerce curtains, finding time to make workflows and campaigns could be tricky and you might only activate one a week. Compare that with a more veteran online shop that has an entire devoted marketing team; that store's ecommerce CRM timeline could be moving a bit faster with more devoted resources.

Whatever your timeline, though, getting started with an ECRM is absolutely the first step to thriving and scaling in the ecommerce industry. The traditional email service providers aren't able to segment, personalize, and automate like an ECRM, which will ultimately compromise how much you can grow. If a competing store is providing a better, more tailored experience, customers will slowly flock to them instead.

Need Some Inspiration? Creative Ideas for Ecommerce CRM Strategies

If you’re looking for some creative ways to engage with customers as part of your ECRM strategy, the following ideas are sure ways to delight and encourage customer retention.

Hold contests on social media.

Who doesn’t get stoked by the idea of winning something? (Especially when the winning of that something requires minimal to zero effort.) Holding a social media contest is a great way for an online business to attract new customers and keep current customers engaged. Not only can the contests boost online engagement while increasing your business’s following, but if the contests are done right, a business can actually increase how many people are shopping from them.

With Drip’s Gleam integration, your business can build competitions right on your social media channels (and even on your website and landing page). As well as collecting email addresses, you can also encourage participants to follow you on social media, fill out a survey, subscribe to your newsletter, share a photo of your product, and more. Set up a social media competition within minutes and then use your automated Drip workflows to nurture, track, and segment leads within your sales funnel.

Reward your audience with coupons.

With Drip’s Gleam integration, you can also use Gleam’s popup reward widget to get customers to complete an action—such as click here to like [insert your business name] on Facebook, or click here to sign up for our newsletter—before sending them a coupon or a discount for a product. A popup reward widget is a great way to engage with a customer and promises a small reward for minimal effort.

You can also embed the coupons or rewards anywhere—add them to your website, custom Facebook tab, social media post, or all of the above.

Or you can segment your customers by how frequently they purchase, their LTV, or any other metric you want to use to define "loyal customer." Once they've hit your magic number, such as "Purchase $500 worth of shoes," automatically send them a thank you coupon or gift.

Gamified experiences: An example to feed on. 

Bite Squad, the crazy-successful food delivery service, used Drip ECRM software to create its latest customer loyalty program, Bite Club.

Bite Club rewards customers for coming back to its service by way of badges and other unique incentives. A customer can grow their collection of badges when they choose a new cuisine or hit other foodie landmarks. The lure of badges and rewards enhances the customer relationship and gives Bite Squad an entirely new metric of data to use.

Drip makes it possible for Bite Club to deliver badges automatically when customers hit milestones by keeping tabs on exactly what customers are up to. From a customer’s last placed order to a specific dish that customer ordered, Drip’s marketing automation powers, tagging, and segmentation capabilities help to keep Bite Squad growing.

Brands That Nailed Their ECRM Strategies

Curious to see what other brands are up to when it comes to ECRM strategies and making more sales? Here are a couple of examples:

The Sill is an online business that delivers potted plants to people across the U.S. With the goal of bringing plants and plant-based care advice and instructions to the next generation, The Sill creates a one-of-a-kind shopping experience that fits the unique lifestyles of individual customers.

From warm welcome emails, to Plant Parent Club weekly updates, to care instructions about what to expect with the latest plant being shipped to your front door, The Sill is a great example of a business embracing the tenets of ecommerce CRM software.   

The meal-kit company HelloFresh is as big into sending subscribers fresh foods as it is into keeping its marketing automations fresh. New subscribers receive welcome emails, notifications about when their next box is shipping and when it will be arriving, as well as newsletter and reminders to pick your next meals for the week. The more they learn, the more they can personalize the customer experience (and the more they do that, the more sales they make). Learning about their customers is key to their business, and an ECRM can help you do just that.

The Best Ecommerce CRM Strategy Makes for Happy Customers and Healthy Online Stores

Now that you've learned what types of strategies you can creat with ecommerce CRM—from personalization thanks to deep segmentation to fun campaigns and gamification—isn't it time you get your online store set up with Drip?

You can try Drip free for 14 days. Play around with automated campaigns and workflows, or see just what kind of data you can start collecting and acting on when your store plugs into Drip.

Your customers will be happy and your bottom line will be healthy. 

Try Drip for 14 Free Days