For example, and e-commerce Fashion website needs actionable emails for many stages in the customer journey.
We would first look at their current email marketing efforts. We will first analyze the high-level data such as open rates, click-through rates, and more. Once we have a solid understanding of the high-level data, we then look at these same metrics at an email by email level. This will help us understand what factors are contributing to changes in metrics. We then shift our focus to their competitors to try to find unique implementations in their email marketing process as well as understand their subject line and email contents. We do this by signing up for competitors email lists, going through their competitors' buying process, and more. This process gives us a good understanding of the current state of email marketing for their business as well as their competitors.
We then would take this data to create an overall strategy. This strategy will include a detailed description of all major customer personas, descriptions of each stage in the customers' journey, as well as all potential touchpoints that fit into the process. We then combine all of these to create goals for each customer persona at each touchpoint. These goals are based on understanding what actions mean in each stage of the customer journey.
We then take this strategy and begin crafting emails for each of the touchpoints and being setting them up. The first step in the setup process is to create email capture point across social media and on their website to help gather emails to add to the pipeline. Next, we would set up a welcome email with an enticing limited time offer (coupon, discount, free shipping, etc.). We will then set up weekly or monthly newsletters to help keep subscribers coming back to the site. Next, we would set up product view trigger emails. If a potential customer is viewing a product for an extended amount of time or multiple times, we will set up an email with deeper product information or a product offer to this person to move this person to the add to cart phase. We will then set up an abandon cart email to help create urgency to checkout. We will then set up invoice/thank you emails with tailor offers included in them. Next, we would set up shipping updates to keep the customer up to date on where their product is. This is very important in helping build trust with their customer and giving them a reason to want to open their emails. Finally, we set up automated review and survey emails after their product has been delivered.
This is an example of our process and level of depth our email marketing services go. This email process would be different for businesses in different industries.
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