What is Customer Journey in Email Marketing ?

The customer journey also called the email journey, is a crucial element in comprehending the key performance indicators (KPIs).

You can envision this as a narrative of a potential customer engaging with your company. The narrative progresses from an initial visit to your establishment, through the purchase process, and beyond.

Acquisition 

The acquisition of customers is crucial for any company's growth. When a customer

shows interest in signing up for email marketing or following the company on social media, it indicates their interest in the business and compares it with competitors. Making a positive first impression is key, so welcoming new visitors with personalized emails asking about birthdays, anniversaries, etc., and offering product discounts or information about services and courses can help build a strong relationship with new customers.

                 

Consideration 

In this stage, the individual transitions from potential to actual customers.

Now, envision running an e-commerce business where you have added items to your cart but have not proceeded with the purchase. In such a scenario, an email marketing campaign should be initiated, sending targeted emails to these users, reminding them about their abandoned cart, and offering a 10% discount for the day. These emails serve as a reminder to the user for the consideration phase, addressing the situation where the user is not fully committed to making a purchase but is still in the process of deciding.

Purchase

The unique aspect of marketing is that it doesn't stop when the customer makes a purchase. Upon buying a product, the customer receives an order confirmation email and a thank you email expressing gratitude for choosing our products. These emails are sent from the company to the users. It is important to remember that just because a customer has made a purchase, it doesn't mean they won't be a potential customer in the future. Therefore, it is essential to anticipate that customers may purchase more products from us. To keep customers engaged, it is necessary to send follow-up emails or personalized offers.

Retention (Post-purchase stage)

In this stage, customers have already purchased the product or service and have experienced what the company offers. At this point, you can send various types of emails to users, such as feedback on the program or product to help us improve. You can also send testimonials or success stories. Additionally, emails can be sent in the retention stage, like birthday discount offers, to engage users and encourage them to make purchases while keeping the community satisfied.

Re-engagement

There might be some users or email IDs that are inactive in your email marketing campaign. It's essential to remind these unengaged users of their importance to our business. You can achieve this by sending an anniversary email thanking them for subscribing to our channel for one year. The subject line could be "Yai, thank you for subscribing to us for 1 year." This approach helps unengaged subscribers feel like part of the community. Additionally, consider including new offers in these emails to highlight new product launches that may be beneficial to them. This strategy can entice users to engage with these types of emails.