J for Journey Planning in A to Z of Email Marketing
#A2Z of Email Marketing: J for Journeys
At Deep Focus one our main area of specialization in lifecycle marketing. Lifecycle Marketing is the understanding of looking at a business as journey and doing the right steps according to the journey of business and its customers.
When we talk about Journey we refer to the roadmap of various audiences a business communicates with.
All though segments can depend on business strategy. We would like to start with basic 4 audiences which are – :
- New Leads
- Old Leads
- New Customers
- Old Customers
We have authored book specialically to explain the communication in detail-:
The flow chart below explains the types of communications for each segment
For example a New Lead you can send
For Old Leads you can send
For Old Customers you can send
Upsell / Cross Sell
And for New Customers you can send
Upsell / Cross selling Email
What are the next steps
Once you have a Roadmap of your customers planned thats not enough. A Good Customer Journey should be automated. These are things that need to be done many times. Everytime a new lead comes, Everytime an old lead converts into a Customer, etc.
In our older article we have further elaborated on how you can create these Journey’s within Mailchimp. Read the article here: