Define Your Customer Journey For Better Email Marketing


To send the right message to your customers at the right time, you need to know where they are in their journey. It's important for building relationships with your audience, and it helps you figure out when, how, and why your KPIs change.

The customer journey is the story of how a prospect finds your business and the steps they take to convert, or buy, and beyond. It's not always a straight line from one step to the next.

Not all customers take the same path.

They might run into problems that make it hard or impossible for them to buy something. They might also get marketing content that gets them to buy something, sign up for a service, stay loyal to your brand, or do something else that helps your business reach its goals.

When making an email marketing plan, it's important to know how your customers interact with your business.

Consider These 5 Stages


Any business that wants to succeed must find clients, and attracting contacts to your audience is crucial. Typically, a customer will sign up for your email list or start following one of your social media accounts after finding out about your company.

They might be studying other brands in addition to yours at this time. Making a solid first impression with an automated greeting series is crucial.

Use this opportunity to present what your company has to offer, to set expectations for what you'll send them, to offer them discount codes, and to learn more about them (like their birthday or preferences). Here are some additional advice for your email marketing strategy.


When someone considers becoming a customer, they are in the consideration stage. As an illustration, a consumer might explore your online store and add things to their basket. Then, for some reason, they close the tab and remove their shopping bag.

A timely reminder can still make the sale happen as they get closer to a prospective transaction by adding goods to their basket. At this point in the customer journey, automated abandoned cart emails are a very efficient technique to get clients back.

Create a sense of urgency by telling them that there are only a handful remaining of the things in the basket if they are running low on supply. You may also use customer feedback to persuade them.


Even after a buyer makes a purchase, marketing is still ongoing. Communication is at the heart of marketing, and it's crucial at the point of sale.

Don't forget to send product follow-up emails, thank you letters, and order notifications—especially to first-time customers. Product recommendations should be included in individualised emails.


For all organisations, retaining customers is vital. Offering discounts to your most loyal clients, recognising significant occasions like anniversaries, and soliciting customer feedback are just a few of the many strategies you may use to increase customer loyalty.

Send emails asking for customer feedback and thanking them when they do if you want it. You should treat these engaged customers as the valuable assets that they are. Think about providing them with special stuff, such as the newest deals and sneak peeks.


Even if some of your contacts haven't recently interacted with your business, there are plenty of ways to improve your relationship with your audience. A contact may return if their subscription anniversary is highlighted. Sending a customer exclusive offers is another way to get them interested again. Reminding disinterested customers of their value to your company is crucial.

Identify The Stage Of The Customer Journey

Analysing market and audience data is necessary to comprehend, map, and interact with customer journeys. With the correct data, you can learn a lot about the behavioural trends that steer clients in the direction (or away from) the directions you want them to go.

The first step is to use data to segment your audience. You can pinpoint the typical touchpoints where various audience segments engage with your brand and utilise those touchpoints to visualise customer journeys.

Depending on aspects as diverse as your business strategy and the unique circumstances of each consumer, customer journeys will vary greatly. However, you may map customer journeys that will correspond with the behaviours and motivations of your segments if you have the correct data and segmentation.

When collecting the kind of information that reveals how customers behave on a brand's website, conversion rate optimization (CRO) solutions that log website interactions are important. Data from CRO can show which content is most popular and where users are most likely to abandon a page. You can also find this data in your all-in-one marketing platform or through the website analytics. Utilise this information, together with your email marketing statistics, to maximise interest where it already exists and to enhance user experience or boost engagement where it appears to be declining.

A thorough understanding of what is (and is not) working for each group can be obtained by keeping a careful check on your statistics and consulting client feedback. You'll know where to focus your efforts when you recognise difficulties in the client journey for your company.

Remember, Your Customers Are People

Always keep in mind that your consumers are real people. It's simple to become buried in the numbers and start seeing people more as statistics and objectives than as actual people. It's crucial to put yourself in the consumer's shoes when working on customer journeys. Data and automation can tell us a lot about when and where roadblocks to the customer journey happen, but they can't tell us why they happen. Data is essential for defining customer journeys, but it is useless without human understanding of what the data shows.

But you're well on your way to creating the ideal email campaign if you have consumer feedback, solid data, and clearly defined customer journeys.

The customer journey is the story of how a prospect finds your business and the steps they take to convert, or buy, and beyond. It's not always a straight line from one step to the next. Not all customers take the same path.

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