Becoming a customer is like following a cookie recipe. You have to go through the right steps to end up with a batch of delicious chocolate chip cookies. They don’t just magically appear after you come across the recipe online. You have to see if you have the ingredients, mix them together in the right order and give the dough time to bake properly. When it comes to acquiring a customer, they have to go through a journey before they finally give you the sale that you’re craving.
A customer journey is essentially the map of interactions that a person goes through with your business before becoming a loyal customer, from beginning to end. When it comes to email marketing, you have the opportunity to move every person along their customer journey every time they open their inbox.
We’ll talk about what the customer journey looks like through email marketing. We’ll also discuss why you should strategize your email marketing efforts with BURG+CO.
What the customer journey looks like through email marketing
The number of steps of a customer journey map may look different for every business or industry. However, the customer journey can usually be summed up in four steps: awareness, consideration, purchase and retention.
When it comes to email marketing, the customer journey usually refers to automated actions that a person takes in response to your email campaign, such as clicking the call to action.
By utilizing an email marketing strategy to guide your customer journey, you can boost your engagement, conversions and click-through rates. Here’s what each step of the journey is likely to involve when you’re using an email marketing strategy:
- Awareness — The second that a customer learns about your company, whether through a social media ad or word of mouth, the customer journey has begun. The goal of the awareness stage is to make sure the user knows your name and what you do. This is where you obtain their email address, either through a form fill on your site or an in-person sign-up.
- Consideration — Once you have a customer’s email address, it’s time to deepen their interest in your company. This means showcasing the value you can bring to them. For email marketing, this stage involves sending them relevant content and appealing to the problem you’re trying to solve. You can also gain a better idea about their preferences when they interact with these emails so that you can personalize your future emails. For example, if they ignore an email with a question in the subject line but open one with a funny subject line, that gives you an idea about your demographic’s preferences.
- Purchase — It’s time to give your email recipients the push they need to become customers. At this point in the customer journey, they’ve already done their research and weighed their options about their purchase. An email at this stage can involve capitalizing on their previous actions, such as moving things into their cart without checking out, or reiterating the importance of solving their proposed problem.
- Retention — When you have repeated action on your emails, that’s a good sign. However, you shouldn’t assume that a customer will continue their connection with you after making a purchase. Retention is one of the things that email marketing does best, because you stay on their mind until they need you. It’s important to nurture the connection that you’ve established with them with emails about new offers, deals and feedback.
At BURG+CO., we understand the value of the customer journey and how it can lead to moving your bottom line. That’s why we want to make sure that every email campaign you send out will be able to meet the recipient exactly where they are in the customer journey and move them along to becoming lifelong customers.
Want to further your customers’ journey through email marketing? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at BURG+CO.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.
