Email marketing is still one of the most effective forms of marketing with an incredibly high ROI for most marketers, but it’s becoming increasingly difficult to cut through all the noise of each person’s inbox. The only way to stand out is being highly relevant to that person and that means segmentation. If you are in the eCommerce world, that also means you should be emailing each person based on their past purchases.
According to DMA, marketers have found a 760% increase in email revenue from segmented campaigns. In order to segment eCommerce emails, your marketing automation app needs to know each customer’s past purchases and this past purchase data is stored in eCommerce platforms like Shopify or WooCommerce. So how do you move the purchase data from Shopify to Marketo? Integration is the obvious answer, but not every integration service can specifically move purchase data.
WavHello, a startup selling products that are designed to engage families from day one through the use of technology, tried different Marketo recommended integration solutions but found that it did not meet their needs as it only copied names and email addresses. It also did not control for duplicates, meaning that some customers had multiple entries in their Marketo system.
Case Study: WavHello’s Segmented eCommerce Marketing
Using Workato, WavHello can now bring all of their customer information into Marketo from Shopify by creating leads and updating them accordingly. At the same time, every single purchase order is recorded as a custom object in Marketo which is done solely through Workato. Transaction history, number of orders, lifetime spent, name, email, and much more can be updated seamlessly, automatically and without errors or duplicates in those custom objects which are tied to individual leads.
They achieve this complete transfer of customer objects and duplicate control with a recipe that updates Marketo with all of the Shopify data on each customer.