April 5, 2021

All you need to know about customer journey in email marketing

The customer journey is key to email marketing success

The cornerstone of successful email marketing campaigns is leveraging the power of smart email marketing combined with customer journey mapping. At this point you might be wondering, what does it mean to automate the customer journey? And how does it work? Let’s start with understanding the automation of the customer journey first. The customer journey, as you know, is the path your customers take to complete the desired action, which for an eCommerce business, is making a purchase.

Usually, there are a number of stops along the way which start from arriving on your website, through product searches, adding to cart, making a purchase, and then, of course, the aftermath, being retention.

What you need to do is guide them along the way, with the right content that ushers them organically to the next step. That means, amongst other things, that as soon as a customer sets off a trigger that’s been set up along the journey, they will automatically get an email that is personalised to that specific event. That’s the automated part of the journey.

Why is automation so important to the customer journey?

There are two things, however, that need to be kept in mind. First, each customer is a unique individual. As such, our email marketing tool allows you to adapt to your customer’s changing behaviour by creating and delivering authentic content via email, throughout the customer lifecycle. That is dynamic content tailored to their individual likes and needs.

On the other hand, there are trends that are built over time, based on the collective actions of your consumers – and this information is just as important. For example, part of the customer journey certainly also needs to take into account trending products or best-sellers. That is, you should also be sending elements in your emails that lean on the collective experience, such as products that are popular across the board.

Creating email content based on either of these parameters manually is an arduous task, never mind near impossible when you take both elements into account.

That’s where email marketing personalisation comes in, and the automation part of our awesome tool – doing the difficult mapping and implementation for you. When you move to automate the customer journey, the task becomes as simple as a few clicks.

How does personalisation improve the customer journey?

Using your data, the Exposebox AI-based email tool understands who your customers are, what products they are interested in, and what types of messages will trigger the completion of a purchase.

For instance, if someone was searching for a men’s watch on your website, you may want to send them an email that is both highly relevant and timely, perhaps with a coupon code exclusively for use on watches valid for the next 48 hours.

Similarly, if a shopper abandoned a cart full of children’s pyjamas, you might want to send them a follow-up email, reminding them what’s already waiting in their shopping cart and maybe even suggesting an upsell product along the way. The key, in other words, is in being specific to the recipient’s expressed interests.

Where in the customer journey does email marketing work best?

Email marketing is a powerful communication tool when done right. The secret to success is to use emails in a smart way, that will resonate best with your site visitors. After all, no one likes to be spammed with messages that have nothing to do with their needs or interests. With Exposebox, you can implement these communications anywhere in your sales funnel. For example, you can have emails triggered at the point of cart abandonment, after a search, or even after a particular purchase to encourage a cross sale.

The options for triggers are huge and may include user actions such as:

      • Subscribing to your mailing list
      • Making a purchase
      • Reaching a certain loyalty level
      • Not making a repeat purchase within a set amount of time
      • Searching for an item that is out of stock (let them know it’s in!)
      • Abandoning cart
      • Downloading your app
      • Customer birthdays or any other meaningful event

 

Cut yourself some slack and enjoy the ease of email automation

With marketing automation and our AI algorithms, we’re doing the hard work for you, so you don’t need to hire an expert to figure things out. This means anyone on your staff can get the hang of it, quickly, with no technical background required.

Plus, with the Exposebox visual journey builder, creating customer journeys has simply never been more approachable. It’s all so easy and effective, you won’t believe you were previously trying to manage your emails yourself.

As a result, you will love how Exposebox simplifies your email marketing and reduces your day-to-day hassles – giving you smart segmentation and accurate messaging instantly.

Get a grasp of the numbers with real-time reports

As easy as it is to work with Exposebox email marketing automation, you still want to keep track of the numbers. It is your business after all, and when it comes to crunch time, you want to see how well your emails are performing.

Accordingly, Exposebox gives you the tools to measure, all the time, in real-time. This means you are able to stay on top of performance, monitor campaigns as they unfold, and respond quickly if any further action is required.

Needless to say, the reports are easy to use with an intuitive dashboard that requires no learning curve. Just simple, accurate numbers at your fingertips, all the time.

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