When you think of the customer’s buying journey, you have to consider engagement, the impact of your brand, and the steps each person takes on their way to making purchasing decisions. Lifecycle email marketing helps you understand these steps and allows you to send emails at different points of the customer’s buying journey to help them in their buying decision.
Many shoppers that visit eCommerce sites go through the same steps. They visit the site for the first time, browse the products, and then leave. However, they will come back again, add the items they want to their card, and leave again. They may then come back and visit for the third time to actually purchase some of the products in their cart only to return at a later date to purchase more after seeing the quality of the products and service they received.
This is just one example of a typical online shopper’s journey; however, it can vary greatly depending on the person and what they are looking to purchase.
When to Send the Emails
Now that you understand the journey and customers have begun to provide you with their email addresses, you can then begin sending the emails. If the person is visiting your site for the first time, then sending welcome emails can help build your brand and establish a relationship with the potential customer. Storytelling and strong content go a long way in nurturing these first-time visitors and establishing that trust with them.
If you find that a customer simply browses then leaves, then an email shining a spotlight on your products may be needed to nudge them to make a purchase. Offer a discount or other incentive to get them to take another look. Free shipping is always a winner too.
Building a Successful Email Marketing Campaign
These are just a few examples of the kinds of emails to send at different stages of the buying journey. If you stay on top of your visitors and send emails tailored to their experience and actions, you have a better shot at improving your sales and building awareness for your brand.