Using Email Marketing to Improve Your Customer Journey

Every good marketing strategy is backed by insights and customer journey points. Whether it be a social media campaign strategy, website redesign, or email marketing strategy – all of your marketing assets should include your customer journey points. So what’s a customer journey and where do you begin? Keep reading to find out!

Why the Customer Journey Should Be Your Primary Business Focus

Understanding your customer journey begins with taking yourself out of a business sales perspective and putting yourself in your customer’s shoes. Taking a look from your customer’s point of view allows you to assess possible pain points or challenges they may face. From there, you are better able to understand how to solve these customer challenges.

Create a persona to help you through your customer journey. Make a list of the demographics of your target customer, including things like geographic location, gender, age, and occupation. Additionally, write down psychographics your target customer may possess as well, including their interests and hobbies. At Symboliq, we love to say, “You are not B2B or B2C, you are P2P, or person to person.” You sell products and services person to person, and those relationships matter.

What to Include in Your Email Marketing Campaigns

Email marketing provides a unique opportunity to use what you have learned from research on your customer journey points to communicate with your customers and followers on a more regular basis. Additionally, email marketing forges a more personal relationship with subscribers, after all – if they subscribed, they wanted to hear more from you! Use email marketing to share company news, sales, case studies, expert blog articles, awards, new product launches, more info on certain products, industry news, tips, a letter from your president, info/images of your team, reviews from customers, and any other valuable information that you want your customers to be apart of.

6 Ways to Make the Most of Your Email Marketing

1. Newsletter Sign Up

To grow your email list, you need a place for people to subscribe! Be sure to have a form on your website that allows people to sign up and receive the latest news and info from your company. You can also create a pop up on your website to remind customers to sign up.

2. Automated Emails

There is no way you can keep an eye on website activity at every moment of every day. Automating your email campaigns takes care of this for you. Automated emails allow you to reach the right people at the right time. When someone gets distracted and forgets to enter their card information at checkout, you can set up an abandoned cart email that will remind them to return to their cart and finish the purchasing process. When a subscriber signs up for your email newsletters, you can automatically send a welcome message to further connect with them and offer discounts on their first purchases.

3. Using Insights & Reports

Most email platforms provide insights and analytics on all of your email campaigns. These analytics reports can show you a lot about your subscriber’s habits, interests, and journey through the email. You can view information about your subscribers as well as which buttons, links or images got the most clicks.

4. Retargeting

Essentially, retargeting campaigns contain gathered information on prospects to provide highly targeted email campaigns that will bring them on as customers. Some email platforms allow you to set up retargeting ads connected to email campaigns.

5. Subject Lines

Your subject line needs to be attention-grabbing enough for a subscriber to want to open it. Buzz words like introducing, invitation, you, exclusive, or sale get a lot of opens. However, be careful about using words like free, open, instant, or guarantee, as they serve as spam trigger words and may end up in your subscriber’s spam folder.

6. Optimize for Mobile

There’s nothing worse than receiving an email, opening it on your phone, and having no idea what is going on. Not only is it difficult to understand, but it does not look professional at all! Make sure you’re testing your emails on all devices, including mobile phones to ensure the best possible experience for your subscribers possible.

Other related Symboliq blogs:

Why social media management is important for your business

4 essential parts of establishing brand identity

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