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Winning the Inbox5 Steps to the very best customer journey

Sending targeted email based on the actions your customers take (both inside and outside the inbox) puts them at the heart of your marketing — right where they should be! See how some of today’s smartest brands are using behavioral data to create customer journeys that turn new email subscribers into lifelong fans.

Get them in the door

With any new relationship, you first have to start a conversation — and that begins on your website. Here’s how to kick it off on the right foot: Use a lead magnet, like a discount or exclusive content, to encourage signups. New subscribers will be more likely to give you the info you need, like name and email address, and other things that help you learn more about them, like birthday or location.

Customer Acquisition Growth by Channel% of customers acquired 3

Say hello in all the right ways

An automated welcome series makes a great and long-lasting first impression: Subscribers who receive welcome emails show more long-term engagement with a brand (33% more, on average). Here’s how your series could look…

Email 1

Email 2

Email 3

Email 4

1 –After someone buys something on your online store, send them an automated welcome note introducing your brand and showing off some of your favorite product features.

2 –Remember: Provide value over all else. Give subscribers helpful advice for getting the most out of their new purchase (and build customer loyalty in the process).

3 –Connect new subscribers to your other channels — like any apps you might have, your social profiles, etc. — to create multiple touchpoints with your brand.

4 –Now, you’ve earned the right to ask them to buy something else. Be sure to keep your offer personalized and relevant by paying attention to their interests and purchase history.

Put Your Data To Work

Show you’re paying attention to your customers’ interests and preferences. Use the data you’re collecting about their behavior outside the inbox to send hyper-personalized emails.

  • Deliver recommendations based on products they’ve viewed in your online store.
  • Did someone make a purchase? Fire off an email that says thanks and gives them helpful advice for using it.
  • Send a timely thank you after they leave a review on your website.

Keep them coming back

Even if… sorry, when they convert, there’s still work to do! Don’t be afraid to ask for feedback so you can serve your audience exactly what they want: Every new piece of data can be used to deliver more relevant email. Keep nurturing subscribers with timely, personal content, and those one-time customers will turn into loyal brand advocates. A pretty fantastic destination for any customer journey, right?

Sources: Adestra1 DMA2 McKinsey & Company3 MarketingSherpa4 BlueShift5 Lenskold Group6 Mailigen7 Econsultancy8 The Annuitas Group9 Lenskold Group10 White House Office of Consumer Affairs11 Marketing Metrics12

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