15 Best eCommerce Marketing Automation Software & Platforms

Published: 19/07/2022

Marketing automation tools allow marketers to reach more prospective customers with less effort. While well-established as part of the B2B marketer’s stack, they’re a less common feature of B2C and eCommerce.

But here’s the thing, eCommerce marketing automation tools can be a nightmare to choose between.

Here’s our guide to how to pick the best one for your eCommerce business.

In this article we’re going to cover the following on eCommerce Automation:
1. What does automation software do?
2. What is eCommerce Marketing Automation?
3. How to pick the right software
4. What is the best software?
4.1 Dot Digital
4.2 Oracle Bronto
4.3 Sender
4.4 Active Campaign
4.5 MailChimp
4.6 Keap
4.7 Hubspot
4.8 Rejoiner
4.8 Act On
4.10 Sharpspring
4.11 Omnisend
4.12 Hunch
4.13 EngageBay
4.14 HubSpot
4.15 Drip

If you’re choosing a marketing automation tool for the first time, here’s what you need to know.

What can eCommerce marketing automation platforms do?

According to Marcus Taylor at VentureHarbour, “At a fundamental level, marketing automation is about optimization. From optimizing your staff’s time, to optimizing which customers your sales team focuses their effort on, the scope of marketing automation goes way beyond simply automating your marketing department’s repetitive tasks.”

In a nutshell, a marketing automation tool is a piece of software that allows you to automate a lot of the functions that marketers are used to doing manually: sending emails, scoring and nurturing leads, posting to social media – and much more. The definition is as long as the proverbial piece of string.

Ecommerce marketing automation –integration with Yieldify

What is eCommerce marketing automation and how can it benefit my team?

For a marketing or eCommerce business, eCommerce marketing automation’s benefits include reduced staff costs, improved accountability, and more consistent marketing of creative – instead of repetitive – content.

There are three things that every piece of eCommerce marketing automation software needs to have:

Evaluating Marketing Automation Platforms For eCommerce

Writing on CMSWire, Dom Nicastro says, “Marketers deploy strategies through their marketing automation systems in a number of ways.” These include specifying criteria, leveraging cookies, using forms for contact information, and mixing inbound and outbound strategies.

Before investing in eCommerce marketing automation software for your business, you should know what you need automation to accomplish for your business. Do you want to track visitors? Send real-time sales alerts? Market upgrades to past buyers? Collect email addresses? Or store, segment, and select data to pinpoint the right messaging for the right customer?

It’s important to remember that not all automation is good automation. If a platform only moves certain tasks from hands to machines, it may not do enough. Alternatively, if a software provider assures you that it can automate everything, that’s an alarm bell.

Knowing what’s needed prior to purchasing a platform or eCommerce marketing automation software saves money, minimizes frustration and maximizes marketing benefits. At this point, your first step should be to make a list:

  1. Your goals in getting a new marketing automation tool.
  2. The tool’s ‘must-have’ features.
  3. What are you prepared to compromise on?

With your specifications in hand, you’re ready to start searching the marketplace. There are a few good ways to see what your options might be:

When you’re ready to engage with a provider, Justin Gray at LeadMD recommends asking several questions, such as:

Ecommerce marketing automation –integration with Yieldify

What is the best marketing automation software for eCommerce?

For an eCommerce marketer, the thing to remember is that many eCommerce marketing automation software offerings have tools that aren’t well-built for what you’re trying to do.

The likes of Marketo, for example, sit squarely in the B2B space. This is actually one of the key reasons it was recently acquired by Adobe, which seized on the opportunity to extend its reach into B2B markets. However, many marketing automation tools are realizing the potential new markets in eCommerce and developing their offerings accordingly, so watch this space.

To make things a little easier, we’ve searched the market and compiled a shortlist of some of the eCommerce marketing automation tools we’d recommend taking a look at…

1. Dotdigital (formerly Dotmailer)

Since 1999, this marketing automation platform has built its services around email, the number-one performing digital marketing tactic. More than 70,000 customers in 150-plus countries use Dotdigital to build automated email programs that follow the full length of a customer’s journey.

2. Oracle Bronto

Focused on high-growth eCommerce retailers all around the globe, Oracle Bronto provides email services that can integrate with all commerce platforms. Bronto also gives users the capacity to deliver responsive social and mobile media campaigns with an emphasis on cart abandonment recovery. The platform includes an array of powerful apps beyond core functionality.

3. Sender

Sender is a rising star. This tool provides a full range of features to help lead to effective email marketing. Sender is most suitable to send newsletters, automated follow-ups, or triggered emails and transactional emails.

4. ActiveCampaign

ActiveCampaign’s pricing makes it an attractive option, with good value for money spanning across a number of features. Its feature set is more focused on acquisition than conversion, so marketers looking for landing pages will be disappointed.

5. MailChimp

If you’ve heard of any marketing automation software, it’s likely to be MailChimp. Many think of it as solely email marketing, but it’s actually a full-scale marketing platform offering a CRM, design, website and campaign services.

6. Keap (formerly InfusionSoft)

Keap offers customer tracking and daily task management all in one place, promising to free marketers up from the repetitive tasks to focus on the creative.

7. HubSpot

One of the most-recognized names in marketing automation tools, HubSpot offers a full stack of sales, marketing, and CRM tool dedicated to business growth (we also use it here at Yieldify). Its products integrate online and social media marketing activities, including email, SEO, contacts, and analytics.

8. Rejoiner

Rejoiner offers a done-for-you email marketing solution, from design to strategy and analytics. It promises marketers the ability to maximize lifetime revenue per customer with highly personalized automation.

9. Act-On

For businesses with a high turnover, Act-On is a highly customizable tool that integrates sales, marketing automation, and many other features.

10. SharpSpring

SharpSpring concentrates on driving leads and converting them to sales through behavior-based email, blog building, dynamic landing pages, and social media.

11. Omnisend

Omnisend is a rising star in the marketing automation world, and it’s easy to see why. Taking workflows far beyond email, Omnisend supports several channels, making it easy to manage your channels from one platform.

12. Hunch

Hunch is a Smartly alternative and is a marketing automation tool used in various eCommerce businesses. It helps you create thousands of different dynamic creatives for single or multiple products in a single click.

You can even personalize your creatives based on various user’s data – such as target location, the language they speak, the current weather, and many more personalization factors.

This allows you to reduce your design cost and time needed to create visuals for your Facebook and Instagram ads, as well as to add high-touch personalization to your creatives.

13. EngageBay

EngageBay has a lot of features to support your marketing and sales activities. From live chat and landing pages to email sequences and ticket management it can provide your team with all in one marketing support.

14. HubSpot

HubSpot is probably one of the most well-known marketing automation tools on the planet. HubSpot can integrate with popular eCommerce platforms such as Shopify, BigCommerce and WooCommerce.

It can help support and automate key marketing initiatives such as automated campaigns targeting new customers, and automated emails based on browsing behaviour and customer interactions.

15. Drip

Drip is a CRM tool specifically designed for eCommerce companies. It integrates with a number of eCommerce platforms, including Shopify and you also get quite a few pre-built marketing automation you can use right away.

There’s a heavy emphasis on email marketing automation, but for eCommerce brands, this is normally the case and where you’ll see the biggest benefit. This can help you create campaigns designed to improve customer retention and engage customers who have abandoned baskets or cross-sell based on past purchase history.

What tool will you use?

The 15 tools above are some of the best eCommerce marketing automation tools you’ll find on the market today. There’s plenty more to choose from as well.

Don’t rush into a decision, take your time to really understand and think about what you need the tool to do and where it can make your current operations and processes more efficient. Think about what eCommerce platforms they integrate with, what marketing channels they can support you with and of course how much they cost.

You may even want to look at other tools, for example, social media automation tools to save yourself even more time.

If you found this guide to marketing automation useful, check out our rundown of the factors to consider when choosing a website personalization tool or a lead generation tool for eCommerce

eCommerce Marketing Automation FAQs

What is eCommerce automation?

Ecommerce automation is software that can automatically execute tasks, processes, or campaigns for businesses when needed or if certain criteria are met.

Do I need marketing automation in eCommerce?

Almost every business will have some need for marketing automation. The most efficient marketing teams use automation to improve campaigns, quickly qualify leads and ultimately achieve great ROI.

What are the benefits of marketing automation platform?

The main benefit of marketing automation is it allows you to do more with what you have. It can help increase average order value, recover lost revenue, improve customer experience and much more.