Attracting new customers or retaining existing ones is always a tricky task for marketers.  Understanding customer intent is the key to increasing engagement, a customer journey map can work well. It helps analyze user behavior across touchpoints and delivers a seamless experience according to customers’ online activities. But these constant communications across channels can result in brand fatigue.  

So, redesigning your communication strategy is essential to engage your audience effectively. An email fits the plan perfectly since it is the most impactful channel for engaging the customers. 

Email Journey mapping illustrtation

Email inbox is valuable real estate for a customer because of its privacy. Statistics show that more than 60% of consumers across all age ranges think email is the most personal communication channel. Combining the efficiency of email marketing with the customer journey map can improve the success rate of email campaigns by quite a bit.   

Understanding the journey path of the customers is essential for strategizing these email campaigns. Additionally, in a product-led growth marketing landscape, analyzing the product journey data according to its stages such as on-boarding, trails, peak usage, and upgrades is also vital to strategize email communications. An email campaign at every stage of the journey customized to the user persona can be quite effective. 

Email as a Customer Journey Tool

Emails at these stages build curiosity and can result in growing the first customer base. In addition, the upgrades or feature additions can be conveyed to the customers as it happens. Consequently, email becomes a trusted and engaging channel for communicating with users. With a substantial number of subscribers, implementing techniques such as contextual segmentation to improve the customers’ purchase intent becomes convenient.

Once a substantial number of customers have onboarded, they can be engaged. The initial customer base also acts as a repository of valuable customer feedback. An email during the early stages of the customer journey asking about the product feedback can help develop loyalty and brand advocacy. Aligning attributes at every stage of the user journey for existing and new customers usually help build faster brand growth. 

Other than standard email campaigns, including something known as event trigger-based emails in the user journey, can make this medium even more engaging. Trigger-based emails are sent to the customers based on certain predefined user activities. These gradually nudge the customers towards the buy option based on their journey stages. As users progress in their product journey e.g. completing a purchase, a confirmation or appreciation email can improve customer experience too.

Emails are not only the customer journey tools for creating product awareness and prompting purchase at the end of the conversion funnel. Email nurture tactics such as newsletters can be particularly helpful here. It acts as a nurturing technique and engages the customers even after converting. Eventually, it increases the customer lifetime value through repeat conversions and upselling.

Wrap Up

Using email as a customer journey tool makes the audience communication more targeted throughout the conversion cycle. It delivers a seamless experience and offers a better opportunity to convert the visitors, which eventually generates a better ROI. If you are looking to leverage your email in your customer journey and make more impact, you should give Glance a try today.


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