When a potential customer enters your sales funnel, they’ll more than likely interact with your brand in a number of ways before you seal the deal. These touch points are all part of what is called the customer journey. The customer journey serves as a guide for your prospect, taking them from being brand aware to becoming a lead and eventually a customer.
Top teams have figured out how to map out customer journeys and control a customer’s brand experience from the initial touch point to brand loyalty and everything in between. However, mapping out a complete customer journey can be an overwhelming place to begin. So, let’s get started by looking specifically at their email journey with five essential email campaigns you should be mapping out and templates to help get you started.
1. The Subscriber Journey
Someone opts in to receive your emails. Now what? The goal of this journey is to welcome new subscribers and give them a taste of what your brand is all about. This is the start of a new relationship, so put your best foot (and content) forward.
• Welcome Email: Sent immediately after the subscribe
• Newsletter: From here, you can pop them straight into receiving your regular newsletter sends
B2C brands: Your ongoing email program likely consists of promo and product emails. Consider adding a couple additional emails to your welcome journey, like offering a discount to new subscribers or asking subscribers about their preferences so you can send them product emails that are relevant to them.
2. The Lead Nurture Journey
After someone raises their hand and becomes a lead, it’s time to start moving them through the funnel with helpful content. The goal of the lead nurture journey is to warm leads and strengthen their relationship with your brand.
• Email 1: Sharing a helpful blog post
• Email 2: Sharing an e-book, case study, or webinar that solves a problem for your leads
• Email 3: A free demo or consultation offer email
Timing: Pardot recommends working with your sales team on timing for this journey, but says 2-2-12 (where the numbers indicate the days between sends) is a good place to start.
B2C brands: Lead nurturing may look slightly different for you. If you have content resources, share them! But also consider warming leads by sending them highly targeted product recommendations, showcasing happy customer reviews, and peppering in a few promotions.
3. The Hot Lead Journey
When a lead is hot, you don’t have time to waste. Use a hot lead journey to keep them engaged and convert them into an opportunity a-s-a-p.
• Email 1: Sharing a case study, customer testimonial, or in-depth e-book related to their specific pain points
• Email 2: A free demo or consultation offer
• Email 3: A follow-up email to schedule a call with your sales team (if they accept the free offer in email 2)
Timing: Defer to your sales team on this one. They can provide recommendations based on their experience. You don’t want to wait too long between sends a risk your lead losing interest, but too quick and you come off as annoying.
4. The Cold Lead Journey
We’ve all had leads go cold on us – it’s the nature of the game. But that doesn’t mean they’ve lost complete interest in your brand or what you have to offer. A cold lead journey can help you reignite the spark and get cold leads think about and engaging with you again.
• Email 1: Share a brand new piece content that addresses a problem they’re facing
• Email 2: Share what’s new with your brand since they last engaged. This could be new features, products, services, additions to the team, etc.
• Email 3: Try again with a new demo or consultation offer
Timing: Yes, this is an automated flow, but the goal is to come off natural so mix up the days between sends here. Pardot suggests a couple shorter pauses followed by a longer pause, keeping pauses between 6-45 days.
5. The New Customer Journey
First off, give yourself a pat on the back for signing a new customer. Now that that’s out of the way, it’s time to wow your new customers and start them down the path to becoming loyal and engaged advocates for your brand.
• Email 1: An email that thanks them, welcomes them to the family, and let’s them know what to expect
• Email 2: An email that asks how it’s going, solicits feedback, and shows you care about their experience (surveys are great tool to use here)
• Email 3: After they’ve been a customer for a while, share a new product or service you think they’d find valuable (the sales process never ends!)
Timing: Send that welcome email right away. Wait a couple weeks before sending Email 2 and a couple months before sending Email 3.
B2C brands: For your new customers, this journey starts with a confirmation email. If they haven’t already opted-in to receive your emails, add them to your subscriber journey next so they don’t miss out on future product or promotion updates.
Now that you understand the methodology behind the journeys, let’s look at how you can best use your marketing technology to bring them to life. Check out 5 Things Successful Teams Do To Get The Most Out of Salesforce Marketing Cloud.
After incorporating these templates into your email marketing plan you’ll already be well on your way to defining your brand experience. However, this is not the end. The customer experience as a whole is comprised of many more moving pieces. The good news is that Torchlite is here to help! Tap into our Torchlite network of Salesforce Marketing Cloud Experts to see how mapping out complete customer journeys can optimize your marketing efforts and improve your customer experience.
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