In my last blog post, I discussed the importance of order confirmation emails for eCommerce businesses. Today, we’re going to talk about how to go a step beyond order confirmation emails – let’s make sure you’re using the data gathered from transactions to improve your marketing.
I’ve decided to break this down into two steps for you: integrating your eCommerce platform with your email marketing service and setting up useful automated campaigns once you have integrated your email marketing service with your eCommerce platform.
Here’s how to integrate your eCommerce platform with your email marketing service.
First, make sure your eCommerce platform integrates with your email marketing service. This is super relevant in the aftermath of the Mailchimp-Shopify break-up. Not all email marketing services work with all eCommerce platforms and vice versa so make sure that your two picks are indeed friendly with each other.
Here’s a brief guide as to which of the major eCommerce platforms work with particular ESPs. Things change all the time, so this list is not exhaustive – but it might be a good place to start:
Whichever email marketing service or ESP you choose, they should have documentation on their website providing instructions on how to connect their platform with your eCommerce platform of choice.
Here’s how you have fun with marketing automation.
First, make a Vextras account. Once you do, press “Connection” on the left-hand menu. There are three steps. Step one: fill all this out.
Step two: copy this API key. Change tabs over to your 3dcart dashboard, click on “Modules” on the left-hand menu, and search API.
Click on “REST API.”
Click on the green “Add” button. Add the copied API key in the box that’ll pop up asking for a Public Key. Presto! That parts’s done. Go back to your Vextras tab and scroll down to the last part, which will instruct you on how to use script in your 3dcart store to finish the integration.
Copy the script. Go back to your 3dcart tab. On the left-hand menu, click content, and then header and footer. Scroll down to Global Footer. Turn WYSIWYG Mode OFF. Paste your Vextras code in the box.
That’s it! You’re done! And I have to tell you — this may seem like a lot more steps than integrating with a platform like Mailchimp over 3dcart’s modules tool, but I found it a lot more straightforward and a lot less buggy than when I tried to integrate 3dcart with Mailchimp. It worked on the first try like a charm. No troubleshooting needed; no issues or problems with syncing orders or customers.
Alright! You’re connected. Now, 3dcart already sends order confirmation emails for you from their own platform. You could, hypothetically, turn off 3dcart’s order confirmation emails and have them send exclusively from another email marketing service, but that’s more work then necessary, I think.
So why use Vextras?
You can leverage the information you gain through collecting orders and sending out transactional emails to send better email marketing campaigns in Vextras.
Here’s an example!
Let’s say you want to send out a thank you email after someone orders for the fifth time. Go to Messaging, then Automatic, then Custom, all circled in red.
Click the gear icon off to the right in the white text box with the header “Custom.” It’ll give you an option to “Add new.” Take that option!
So, we’re sending a thank you note to people who have ordered five (5) times, in addition the typical order confirmation email. We’re only able to do this, though, because of the data we’ve collected through our transactions.
In Vextras, the first step in setting up a custom workflow is adding the name, the sending filter, and when you want to send it. Let’s say we want to send it to EVERYONE who meets the criteria of buying from us five times and we want to send immediately after their fifth order.
The next screen is the “advanced” screen. We’re not doing anything super crazy here, so let’s not click any buttons. Onto the “rules” screen:
Since we want the email to send to people who have now ordered exactly five times, that’s the rule we’d want to use. Vextras offers lots of different options, though, so play around with this!
Now, we can create the message that we want to send to our very special five-time buyers. I’m not going to get into graphic design and copywriting today, but be sure to spend some time on this. The right message sent with the right aesthetic will have better results.
Finally, we get to the Confirm page. Do all these details look good to you?