Did you know that the number of ecommerce sites tripled between 2019 and 2023 to 26.5 million, and half of these sites are from the US?

As the industry is becoming more competitive each day and the market is growing so rapidly, you have to grow with the market itself. As Forbes puts it, “Grow or Die is the new reality of ecommerce.”

However, with the ever-ballooning costs of ads, you have to come up with creative ecommerce marketing strategies to attract sales and engagement. To help you get started, in this blog post, we’ve curated some impactful marketing strategies that can put you ahead of the competition. 

Top ecommerce marketing strategies

1. Leverage omnichannel marketing 

The customer journey has several touchpoints. Your website, shopping store, and mobile apps are some of them. Omnichannel marketing ensures that customers experience consistent brand messaging across all these channels without any hassles of switching between platforms.

Integrating SMS, emails, and WhatsApp into your marketing strategy can significantly enhance engagement and conversion rates. 

For example, you can create a marketing flow across three platforms 

• Email campaign: Announce a new product launch with detailed information and high-quality images.
• SMS reminder: Send a follow-up SMS to remind customers about the product launch and direct them to your website.
• WhatsApp message: Provide an exclusive discount code via WhatsApp to encourage immediate purchases.

This multi-channel approach keeps your brand top of mind and provides multiple touchpoints to engage customers effectively.

How to create an omnichannel marketing strategy?

Since there are multiple channels involved, you need a robust ecommerce marketing software tool to execute this strategy. 

As an all-in-one, web-based platform for managing the entire customer experience journey end to end, Plivo CX supports your marketing efforts across diverse channels such as SMS, email and WhatsApp and on marketplaces such as Shopify and BigCommerce. 

For example, it tracks customer behavior across your storefronts to identify their unique needs, behavior patterns, and segments customers based on specific attributes.

Once you’ve got specific segments, you can create personalized SMS, email and Whatsapp right within the platform with the help of an AI-driven copywriter and schedule them so that they can send trigger event-based messaging to the right customer segment at the right time. 

Not only that, but you can also develop and deploy highly impactful and completely tailored campaigns in just four steps and monitor the key metrics to help you measure ROI. 

2. Launch a subscription service 

A subscription service can provide a steady revenue stream and foster customer loyalty. 

For instance, Dollar Shave Club disrupted the shaving industry with its subscription model, offering customers high-quality razors and grooming products delivered to their doorstep. 

Similarly, Birchbox has revolutionized the beauty industry by providing personalized beauty product samples on a monthly basis.

While subscription services are commonly associated with industries like beauty and grooming, various other sectors can also benefit from this model. Brands that offer consumable products, such as food and beverages, health supplements, and pet supplies, can also offer subscription services. 

Additionally, niche markets with a loyal customer base, such as specialty coffee, artisanal goods, and hobby supplies, can also thrive with a subscription model.

3. Leverage user generated content 

86% of consumers say that they are more likely to trust a brand that shares UGC. Through user generated content, you can leverage the authentic voices of your customers to build credibility in the market.

UGC opens up conversations between a brand and its customers. This interaction helps you build an engaged and loyal community. 

How can you encourage UGC?

• Product giveaways: By offering a free product in exchange for a review or a social media post, you can generate a wealth of authentic content.
• Influencer collaborations: Influencers can create engaging content around your brand’s products. This content reaches a broader audience and encourages their followers to share their experiences.
• PR packages: You can send PR packages to bloggers, influencers, and loyal customers to attract unboxing videos, reviews, and social media posts. 

A prime example of a brand benefiting from UGC is Glossier. The beauty company heavily relies on its community of users to share their experiences. Glossier encourages customers to post their product reviews and makeup looks on social media. 

This strategy has significantly boosted Glossier’s visibility and credibility, resulting in a loyal customer base and impressive sales growth.

4. Host live or virtual events

According to Freeman’s latest report, 80% of attendees say that events are the most trusted way to discover new products and services. In events, you can direct customer engagement, media coverage, social media shares and customer feedback.

These events include product launches, webinars, virtual shopping experiences and live Q&A sessions. For small businesses, virtual events have become cost-effective alternatives to traditional in-person events. They set up on way lesser investment as compared to live events, thus increasing the ROI.

How can brands promote their products at events?

• Interactive demonstrations: Live demonstrations allow customers to see products in action. You can answer customer queries in real time and also take feedback.
• Exclusive discounts and offers: Proposing exclusive discounts or early access to new products during events builds a sense of urgency and encourages immediate purchases.
• Engaging content: Incorporating engaging content such as behind-the-scenes looks, customer testimonials, and live chats can make events more interactive and memorable.

Here’s an example of an event from Sephora. The retail brand is hosting events across the US to promote the launch of the new holiday collection by Rare Beauty. 

5. Create comparison guides 

Comparison guides—blogs and videos—offer side-by-side comparisons of various products to simplify your customers' research process. These are especially valuable for customers at the bottom of the funnel (BOFU) who are close to making a purchase.

They provide detailed insights into the features, benefits, and drawbacks of similar products so consumers can choose the best option for their needs. 

How to create BOFU guides?

Creating effective BOFU guides involves several key steps:

• Identify key comparison points: Determine the most critical factors that customers consider when chosing between similar products (e.g., price, features, quality, user reviews).

• Gather accurate data: Ensure you have accurate and up-to-date information about each product. This may involve conducting research, collecting user reviews, and consulting expert opinions.

• Use visual aids: Incorporate comparison tables, charts, and videos to make the information easily digestible and visually appealing.

• Provide balanced views: Offer unbiased comparisons by highlighting both the strengths and weaknesses of each product. Avoid overly promotional language.‍
• Include testimonials and case studies: Share real-life experiences and testimonials from customers who have used the products. This adds credibility and relatability to your guide.
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• Optimize for SEO: Use relevant keywords and phrases to ensure your comparison guides rank well in search engines, making them easily discoverable by potential customers.

6. Retarget past customers 

Retargeting past customers is a powerful strategy to bring back visitors who have shown interest in your products but haven't completed a purchase. This can be done through various channels, including your website and social media.

6. Retargeting on website 

Website retargeting involves displaying ads to people who have previously visited your site but left without making a purchase. By keeping your brand and products in front of these potential customers, you can increase the chances of converting them into buyers.

Strategies for website retargeting:

• Personalized ads: Show personalized ads based on the products they viewed or added to their cart.
• Exclusive offers: Offer special discounts or promotions to entice them to return and complete their purchase.
• Dynamic retargeting: Use dynamic ads that automatically show the exact products the visitors were interested in.

Retargeting on social media 

Social media platforms offer robust retargeting options that allow you to reach past visitors and engage them with targeted ads. Platforms like Facebook, Instagram, and LinkedIn have advanced retargeting features that can help you reconnect with potential customers.

Strategies for social media retargeting:

• Custom audiences: Create custom audiences based on website visitors, email lists, or app users. This allows you to tailor your ads specifically to people who have already shown interest in your brand.
• Engaging content: Use engaging and visually appealing content, such as carousel ads, video ads, and interactive posts, to capture their attention.
• Retargeting campaigns: To drive conversions, run retargeting campaigns with a clear call to action, such as "Complete Your Purchase" or "Check Out Our New Arrivals."

7. Send automated SMS or email campaigns 

45% of customers prefer sales and promotional messages from brands. Also, in 2023, marketers witnessed a doubling of their ROI with email marketing. These stats prove that SMS and email are the top channels for increasing customer engagement.

But timing is crucial in marketing. Studies show that automated emails can generate 320% more revenue than non-automated emails.

That’s why you need ecommerce marketing software to create, manage and monitor your email and SMS campaigns.

How to use ecommerce marketing software to send automated emails and SMS?

Plivo CX provides end-to-end automation to share personalized messages and engage customers. Here are some features of Plivo CX that make it a great platform to send automated emails and SMS:

• Global reach & reliable delivery: Unlike many communication platforms, Plivo takes complete control by owning and operating the entire delivery platform and network. This translates to direct carrier connections with multiple fallback options and automatic failover. The result is unmatched reliability—your messages get securely delivered on time without failure.
• AI writing assistance: Create personalized messages with an AI-powered copywriter.
• Built-in channels: Engage customers via SMS/MMS, WhatsApp, and email

• Segmentation & lists: Target the right audience with segmentation tools and managed opt-in/opt-out lists.
• Automatic URL shortening: Keep messages concise and clear.

8. Create customer segments for hyper personalization 

Customer segmentation helps you identify different groups within your customer base. These segments can be based on various criteria, such as demographics, purchase history, browsing behavior, and more. 

By segmenting customers, you can deliver more personalized content and offers to different customer groups.

How can you use segments to create personalized experiences?

Ecommerce brands can leverage customer segments to create hyper-personalized experiences across multiple channels:

• Email: Segment your email list based on criteria like purchase history, location, or browsing behavior. Send personalized emails with product recommendations, exclusive offers, and relevant content.
• SMS: Use segmentation to send targeted SMS campaigns. For example, send reminders to cart abandoners, notify VIP customers about special sales, or share personalized discount codes.
• Social media: Create targeted social media ads for different customer segments. Promote new products to customers who have shown interest in similar items or retarget customers who have previously visited your site.

When it comes to personalization, you can easily create customer segments with Plivo CX with as many rules as you like. Then, it captures specific actions and events in the storefront and uses them as triggers for ‘journeys.’ 

For example, you can share back-in-store alerts for products they like or share flash sale offers on items related to a keyword they are engaged in. 

9. Display “similar products” on checkout pages 

Displaying similar products on checkout pages can help you upsell customers. It encourages customers to add more items to their cart. Suggest products that complement the items in the customer’s cart (e.g., a phone case for a phone).

You can also display popular or highly rated products that are similar to the items that your customer is buying. Then, share special offers to motivate customers to make the purchase.

10. Emerging technologies

Emerging technologies such as artificial intelligence (AI), machine learning, augmented reality (AR), and virtual reality (VR) are providing innovative ways to enhance customer experiences and drive sales.

Artificial Intelligence (AI) and Machine Learning 

AI and machine learning enable personalized shopping experiences, improve customer service, and optimize your ecommerce marketing strategies.

Applications of AI and Machine Learning:

• Personalized recommendations: AI algorithms analyze customer data to suggest products that match their preferences and past behaviors.
• Chatbots and virtual assistants: These tools provide instant customer support and answer queries.
• Predictive analytics: Machine learning models predict future trends and customer behaviors so you can make informed decisions.
  

For example, Amazon uses AI and machine learning to suggest products based on customers' browsing and purchase history. 

Augmented Reality (AR) and Virtual Reality (VR) 

AR and VR technologies allow customers to interact with products in immersive ways before making a purchase.

Applications of AR and VR:

• Virtual Try-Ons: Let customers try on clothing, accessories, or makeup virtually to provide a realistic preview of how products will look.
• 3D Product Views: VR can be used to offer a 360-degree view of products, such as furniture, to see how they fit into their space. 
• Virtual Showrooms: Use VR showrooms where your customers can explore and interact with products as if they were in a physical store.
  

For example, IKEA’s AR app, IKEA Place, allows customers to visualize how furniture will look and fit in their homes. It superimposes 3D models of products into their living spaces using a smartphone camera.

11. Add quizzes on your websites 

Integrating quizzes into your e-commerce website is an engaging way to interact with customers, gather insights, and guide them toward the right products.

Several brands effectively use quizzes to enhance the shopping experience and drive sales. 

For instance, Sephora’s “Find Your Foundation” quiz helps customers identify the best foundation shade and type for their skin. Also, Warby Parker’s “Home Try-On” quiz helps customers select eyewear styles that suit their preferences and face shape.

12. Set up a referral campaign

Referral campaigns are an effective way to leverage your existing customer base and attract new customers. These campaigns encourage satisfied customers to refer friends and family in exchange for rewards.

You can host product giveaways so that customers feel tempted to engage with your brand, receive free products and refer them to their followers on social media. 

• Social media contests: Encourage followers to like, share, and comment on your posts for a chance to win a product.
• Email campaigns: Offer exclusive giveaways to subscribers who refer friends or engage with your emails.
• Website pop-ups: Use pop-ups to announce giveaways and collect entries from website visitors.

How to set up referral campaigns?

Setting up a successful referral campaign involves several steps:

• Choose a platform: Use referral marketing software such as ReferralCandy, Yotpo, or Friendbuy to manage your campaign.
• Define rewards: Decide on the incentives for both the referrer and the referred customer, such as discounts, free products, or loyalty points.
• Create a landing page: Design a dedicated landing page explaining the referral program, how it works, and the rewards on offer.
• Promote the program: Use email marketing, social media, and website banners to promote your referral program and encourage participation.
• Track and optimize: Monitor the performance of your campaign, track referrals, and optimize the program based on feedback and results.

Get maximum ROI on your ecommerce marketing strategies with Plivo CX

To get maximum sales and engagement, you need a robust tool to support your ecommerce marketing tactics. As an omnichannel customer engagement platform, Plivo CX is just the option for you. 

Relying on its premium carrier network, this intuitive tool lets you maximize the impact of your marketing strategies on diverse channels, such as email, SMS and WhatsApp. 

You just have to select your audience segment, pick their preferred channel and schedule your messages. The Journey feature does the rest, as it identifies key events to trigger specific time-sensitive messages that meet customers where they are on the journey. You don’t have to write these messages yourself. The AI copywriting assistance does it for you. Not to mention, you can consistently keep track of the campaign's impact.  

Book a demo today for Plivo CX today to get started.