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17 Must-Have Ecommerce Marketing Tools For Your Small Business

Does your team have SMART marketing goals in place? Do you have insight into your marketing ROI to maximize spend? Get in touch with us today for a free consultation!

The best ecommerce marketing tools can streamline your business workflows to save time and boost conversions on your storefront. 

But it can be mind-boggling to filter through all the tools and pick the ones that work best for your business size, goals and needs. 

At Human, we’ve vetted a lot of marketing tools to identify which ones work best for our ecommerce clients. And we’re here to share them with you. 

Here’s our tried-and-tested list of the best ecommerce marketing tools to help you optimize your processes and grow your business.

Email Marketing Tools

  1. Seventh Sense
  2. Personalize
  3. Klaviyo
  4. HubSpot
  5. MailChimp
  6. Email List Verify

Content and SEO Tools

  1. SEMrush
  2. Moz
  3. Screaming Frog
  4. Grammarly
  5. Blueprint

Conversion Rate Optimization (CRO) Tools

  1. VWO
  2. Google Optimize
  3.  Hotjar
  4.  CrazyEgg

Paid Marketing and SMS Tools

  1.  Attentive
  2.  Google Analytics

Email Marketing Tools

Your email campaigns are crucial for staying connected with customers. Without the right resources at your disposal, you may lose potential customers to data silos. 

Here are some ecommerce marketing tools that we find helpful for re-engaging cold leads and maintaining communication with existing customers.

1. Seventh Sense

Seventh Sense is an AI-driven software that optimizes email delivery times for each contact in your database.  Seventh Sense integrates directly with your Marketo or Hubspot account to analyze individual customer behavior across various sources and build a predictive model for the best email delivery day and time. 

Thanks to artificial intelligence, Seventh Sense learns and improves over time to increase your open and click rates — saving you the headache of setting up time-consuming A/B tests.

What we love about Seventh Sense:

  • You can edit emails after they have been sent! 
  • Because campaigns are now sent as workflow emails, you can make edits to an email even after you’ve scheduled it in Seventh Sense.
  • Ability to A/B test platform performance and see the true value

2. Personalize

One study found that more than 60% of consumers in North America respond favorably to emails that contain content that’s personalized to their interests.

Personalize is another AI-based email tool that helps you leverage dynamic, custom content to win customers’ attention in their crowded inboxes. 

Personalize uses artificial intelligence to track each contacts’ interests based on how they interact with your site and product pages. It uses an algorithm to identify each contact’s top three interests, which are updated in real-time based on recent site activity. 

Personalize hooks directly into your CRM or email platform, allowing you to easily create dynamic email campaigns that feature the products your customers care most about. At our agency, we’ve seen clients obtain 50% higher open rates and 100% higher click rates on their email campaigns thanks to Personalize. 

What we love about Personalize:

  • Native integration with Klaviyo and Hubspot makes leveraging first, second and third interest personalization in emails super easy.
  • You can easily cross-sell and group products together by seeing trends on what the first, second and third interests are.

See how one company increased email click rates by 57% with Personalize.

3. Klaviyo

Klaviyo is an email marketing tool geared to help ecommerce businesses personalize and understand the impact of their communications. Its key functions and features help you launch automated email campaigns and bulk SMS campaigns, all while adding a personalized touch to your messaging.

With this platform, you can better understand customers through powerful ecommerce analytics like revenue instead of just open and click rates. These are valuable insights that help you visualize a way to speak to their interests and concerns.

What we love about Klaviyo:

  • You can manage SMS and email experiences all from one platform
  • Klaviyo allows for A/B testing within your workflows

4. HubSpot

Hubspot is a comprehensive marketing and sales solution with products ranging from sales and content management to operations and customer service. While it initially got its start as a customer relationship management (CRM) tool, it evolved over the years to include blogging, social media, mobile optimization and landing page creation tools.

We use HubSpot for its versatility and especially love their professional and beautifully designed email templates for email marketing. We also appreciate the A/B testing capabilities—necessary for improving email open-rates and click-throughs. 

What sets HubSpot apart, however, is how much you can do for free! HubSpot grants your company unlimited users to manage your account, allows you to set goals based on buyer personas so you can nurture leads more effectively, and provides in-depth tracking of important key performance indicators (KPIs).

What we love about HubSpot:

  • Plenty of helpful resources and blog articles 
  • Great for understanding how to use the platform and general marketing best practices
  • Live chat on their website to help you navigate their many offerings
  • Can be used for email marketing as well as mobile optimization, creating landing pages, social media scheduling and more.

5. MailChimp

MailChimp is another popular email marketing option. Like the others, MailChimp can build creative, personalized emails that are data-driven for maximum relevance.

There are a host of tools at your disposal to help you manage your audience, set up a marketing automation process, optimize your email content and view easy-to-read reports. 

What we love about MailChimp:

  • Very easy to use
  • It’s a cost-effective tool for smaller budgets|

6. Email List Verify

Having a great email marketing platform is only half the equation. The other half is building a clean list of emails for your database. 

Email List Verify takes your existing email list and performs a check on every address to make sure it's active and legitimate. 

Verifying your email list protects your domain reputation score from spam traps and hard bounces so you can keep sending emails and increase your return on investment.

What we love about Email List Verify:

  • Cheap way to verify email lists
  • They separate emails into different groups so you can salvage more of your lists while still taking out the spam traps

Once you’ve made your email marketing platform picks and fired up your tools, make sure to check out these email marketing tips to grow your database and generate more revenue.

Content and SEO Tools

The content on your website speaks volumes to your site visitors — and to web crawlers as well. Keyword research should guide how you name your product pages, write descriptions and more. Here are some tools we’ve found helpful for Human’s ecommerce content and SEO strategies.

7. SEMrush

There are many great features to take advantage of in SEMrush, but we have a few favorites. 

We love this tool for search engine optimization (SEO) strategy because it’s easy to gather key information about your web domain, analyze your competitors, perform backlink audits and generally keep an eye on your site’s domain authority. 

The detailed dashboards instantly showcase important bites of information like your authority score, an estimate of next month’s organic traffic and the number of organic keywords bringing traffic to your site. You also gain access to useful features like content templates that guide writers to the ideal keywords and word count targets so they can submit their best work.

Not only does the SEMrush platform pull a wealth of valuable information for any website, it’s also primed for easy data downloads and integration with Excel spreadsheets. 

What we love about SEMrush:

  • Filters allow you to see different views of current and historical traffic and keyword data
  • Sorting tools help you narrow down your keyword list to include only the terms that are most valuable to you
  • Content templates pinpoint ways to improve your articles for a better chance at ranking
  • Site audit tools identify toxic domains that are linking to your site and triggering Google penalties

8. Moz

Moz offers a suite of tools geared toward SEO strategy, link building, technical SEO and content marketing.

Like SEMrush, Moz provides detailed dashboards with insights into search visibility, keyword rankings and domain authority compared to your top competitors. 

Moz also has a ton of beginner-friendly tools and articles for ecommerce businesses or folks that are less SEO-knowledgeable, but still want to monitor keywords. 

Moz’s technical SEO tools keep track of new and recurring issues that could be impacting the health of your website. You can instantly run a recrawl to see the impact of your changes.

While it accomplishes much of what SEMrush does, we slightly prefer some of their report layouts and visualizations.

What we love about Moz:

  • Resource hub provides helpful resources for marketers with less SEO knowledge
  • Multiple pricing plan options 

9. Screaming Frog SEO Spider

Screaming Frog is a website crawler tool that audits your on-page SEO data and allows you to see potential issues in real-time. Use the SEO Spider tool to discover broken links, audit redirects, identify duplicate content and much more.

On top of all that functionality, Screaming Frog connects with Google Analytics, Search Console and PageSpeed Insights (PSI) so you can see performance data for each URL alongside the metadata. With all this data in one place, you can see a clear visualization of your site structure and make more informed decisions. 

What we love about Screaming Frog:

  • Download and crawl 500 URLs for free
  • Integrate with Google Analytics, Search Console and PSI for user and performance data

10. Grammarly

Part of writing great content is ensuring your work is optimized for search. But it should also be well-written, error-free and truly original. 

Grammarly scans your work and makes helpful suggestions so you can be confident about the content you’re putting in front of customers. 

Their suggestions offer quick fixes to spelling, grammar, clarity and delivery issues, so making edits is a breeze.

What we love about Grammarly:

  • Receive explanations for why an edit is suggested
  • You’re given the option to ignore suggestions
  • Run plagiarism checks on your work to ensure originality

11. Blueprint SEO

With search algorithms evolving to focus on topics instead of keywords, it’s necessary to evolve your SEO strategy the same way. 

Blueprint is a topic cluster and content strategy tool that guides you through the creation and organization of topics and subtopics. You can visualize your existing content clusters, improve your internal linking strategy, and plan future content.

We love using this tool to map out topic clusters, track keyword opportunities, and compare performance between our topic clusters. 

What we love about Blueprint:

  • Visualization of topic clusters easily reveals content gaps and opportunities
  • Ability to view traffic & performance at topic cluster level

Learn more: 35+ Critical Content Writing Tools to Execute Your Content Marketing Strategy

Conversion Rate Optimization (CRO) Tools

To effectively grow your ecommerce business, you need to spend some time on conversion rate optimization. Once you have visitors flowing to your website, how do you convert those visitors into customers? 

For example, if you’re experiencing high cart abandonment rates, ecommerce CRO tools can help you investigate the issue and turn those numbers around. Here are some of our favorite tools.

12. VWO

When it comes to ecommerce A/B testing, a common rule is that you should make one change at a time to easily identify which change made the difference. 

VWO is capable of running these A/B tests and processing multivariate data, allowing you to try numerous changes on your landing pages at once. Talk about a time saver!

With VWO, you can also test variations of a page’s URL to see if one version outperforms the other.

What we love about VWO:

  • VWO allows users to make video recordings and utilize heat-maps
  • A/B tests use AI technology to shift traffic to the better performing test 
  • Enables you to run more complicated A/B tests (like multivariate tests)
  • Allows for custom JS and CSS codes

13. Google Optimize

For running quick, simple tests, Google Optimize is one of the best ecommerce marketing tools. Because it’s made by Google, it integrates seamlessly with Google Analytics to help you test different combinations of product page content. 

One feature worth noting is the advanced statistical modeling. This feature essentially models your experiments after real-world performance, which gives you more accurate results. 

What we love about Google Optimize:

  • Google Optimize is a free tool 
  • It’s good at running basic A/B tests so you can see the impact of different pages and small scale changes like different color buttons
  • It’s a great tool for less complex projects

14. Hotjar

Heatmaps are a visual way to see how users interact with your online store. You can observe which parts of your site visitors are engaging with the most. Some heatmaps even offer recording features so you can see users’ real-time interactions.

Hotjar is one heatmap tool that we love because of its easy-to-use interface and many features. The platform provides feedback about your site’s layout and identifies potential areas of improvement or strong performance. This data-backed feedback is great for understanding where and why users get confused or decide to leave your site.

What we love about Hotjar:

  • This heatmap service tracks a user’s mouse movements to help you visualize their browsing experience
  • Free plan available

15. Crazy Egg

Crazy Egg is another heatmap service, but it can also track ad campaign traffic on your website. 

Again, heatmaps offer a significant advantage because they help you understand if shoppers are clicking where you want them to. It becomes easy to see if your call-to-action buttons are visible enough, or if the placement is confusing or unclear.

What we love about Crazy Egg:

  • It tracks a user’s clicks to help you visualize how they navigate your website
  • Visual tools like Confetti show you the concentration of clicks for each item on a page

Paid Marketing and SMS Tools

Paid marketing and SMS can seem daunting. But businesses that choose to dive in will reap the benefits of these highly-targeted touchpoints. Here are some tools we think even small businesses can benefit from using.

16. Attentive

SMS marketing is a crucial part of an ecommerce business since it helps you stay top-of-mind with your clients and encourage repeat purchases.

Our favorite text message platform is Attentive because of its intuitive Shopify integration and the ability to personalize messages according to purchase history, viewed products and other historical data.

In our own work, we trust Attentive to lead the SMS customer journey for our clients.

What we love about Attentive:

  • White-glove service and live chat make the platform easy to integrate
  • A/B testing for pop-ups, workflows and campaigns

17. Google Analytics

You didn’t think we’d leave out Google Analytics, did you? 

This powerful data analytics platform can inform many areas of your marketing campaigns, but we listed it here because of its value for tracking performance for specific channels — including Google Ads and paid social campaigns. Your Google Ads campaigns are laid out in Google Analytics so you can get a clear picture of how your paid marketing efforts are impacting your business. 

Plus, the fact that it’s completely free to use and backed by the pros makes this tool a no-brainer.

What we love about Google Analytics:

  • Helps you understand results of all your marketing channels from nearly every angle
  • Detailed views help you compare time periods from month to month, year over year, and can also be filtered with custom options
  • Numerous (and free) online courses help you understand your data

Need Help Choosing the Right Ecommerce Marketing Tools for Your Business?

We get it — finding the right ecommerce marketing tools can be overwhelming. So if you need help developing your marketing strategy, our experts are here to help! Contact us today to discuss your goals and get started with a marketing plan that suits your business.

Hungry for more? Discover how Human helped one ecommerce brand increase revenue 100% YoY.

Topics: Email Marketing | content marketing | Digital Marketing | ecommerce conversion rate | sms marketing