The marketing department needs to figure out how people become long-term customers from potential customers. How much should the email team be a part of this? People who send emails and go through the consumer funnel go together very well. When it comes to marketing, email is often the most crucial tool, and it helps customers move along the path to purchase and even after buying. Email marketing services can provide essential advice, insights, and strategy while mapping out the customer journey.
There is a lot to that process. You can use this guide to think about how your strategy fits with lifecycle marketing and make the email customer journey even better for your business.
What is a Customer Journey?
Customer journey maps show how the people and businesses you want to reach move from not knowing about your brand to becoming loyal customers and brand advocates. Data from reliable sources and audience research tell how customers and other people interact with your brand.
It is necessary to remember that your customers are the main characters in this story, so keep that in mind. People, not brands or products, are in charge of their journey, not the other way around. Journey mapping helps you get inside your potential customer's minds, and it enables you to figure out what they think. It helps you learn more about what people think, how they feel, and why they make certain decisions.
There are many ways to show a customer journey map, from the traditional marketing funnel to cyclical loops to complicated diagrams. You might need two different documents for the high-level strategy and the more detailed one. Journey maps should show all of the places where people might interact with your brand and the marketing strategy and tactics you use to get them to buy your product.
Maps of customer journeys and a plan for emailing them
There are no two journey maps that are the same. B2B and B2C are entirely different in marketing and email. Other businesses and organizations have different journeys. Even different groups connected with your company will also have different trips. That's why email marketers break up their lists and use audience targeting in digital advertising to reach the right people. The goal is to get a specific group of people with a message that is important to them.
There is a lot that email marketing techniques can do to help with the process of mapping out the customer journey. If you're already segmenting your subscribers, you're likely to have data and analytics that show how different groups act at various points in the customer lifecycle, so you can learn more about how they work.
However, for teams who want to improve their email marketing strategy, mapping customer journeys will be a huge help. Mapping a customer's journey should be a complete one that includes all marketing channels. At almost every turn in the customer journey, email is a part of the plan.
You should align email marketing and customer journeys.
To send perfect emails, you need to send the right message to the right people at the right time! That's why email marketing and customer journeys work so well together. Customer journey "landmarks" are shown below, and they are the places where people go when they buy something. We will talk about different email campaigns and how they work with each phase.
1. Awareness of brand
Email isn't usually thought of as a "top of the funnel" tactic, and for a good reason. You can't subscribe to a newsletter if you don't know about the brand. There is still a place for email marketing tips to play a part in the beginning stages of a customer journey.
· Spreading the word about the brand via Emailing.
Consider working with the social media team to get a branded industry newsletter to the right people. Another option is to look for an online publisher in your field that sponsors email newsletters. One of the most crucial things about email is that it's a cheap way to market your business. But you have to spend a little money to get people's attention and make them aware of you. Then, the real journey can begin.
2. Procuring Leads.
You need a valid email address to move people from the brand awareness stage to the marketing qualified lead stage. It is the first step (MQLs). After that, your email nurture tracks do a lot of your work to make MQLs into sales qualified leads (SQLs).
If you want your customers to sign up for your email list, you need to connect it with your content marketing strategy. What can you do for prospects that make them trust you? Tracks: How can you show the sales team that these MQLs are getting excited?
· Gaining the leads via email.
Once you have high-quality content, work on your landing page copy and ensure your forms work well. Qualifying questions help you group new contacts into groups based on their roles or interests to deliver them relevant emails. The email address is an essential part.
You can look at your welcome emails. Are you putting together a mix of information about your company's products and services with value-added content? Is it possible that you could benefit from a different welcome series with email strategies for different people?
3. Loyalty and Retaining Clients.
To keep customers on a long-term journey, you'll need to improve retention and decrease churn. The email marketing manager keeps customers interested and up to date. As your relationship with your customers grows, so does the number of email touchpoints with them. Once again, email marketing and customer journey mapping work together to set up campaigns meant to reach customers at an accurate time and in a precise way.
· The email strategy for keeping people and keeping them happy.
Sooner or later, your customers will think about whether or not they want to buy from you again. Or they'll have a new problem that makes them want to buy something, and they'll start a new journey. Savvy email marketers plan to think about these points in a customer's journey.
There are many ways that a financial institution can figure out when a customer is looking for student loan consolidation, a new car loan or mortgage, or any other loan. If you send a well-timed email, the customer might not look at the competition. When you send emails that mark important events and celebrate success, you build customer loyalty. Customers feel more associated with your brand when you send them an anniversary email, even if it's just a simple one.
Conclusion.
There is a chance for multiple campaigns during the email customer journey at each step. It makes it easy to see how important, complicated, and difficult the work of the email marketing team can be. The email marketing experts try to make sure you're ready when it's time to send an email. Check your content for mistakes, make sure it can be delivered and accessible, and test your campaigns on dozens of clients and devices.