Modern marketing is increasingly viewed less as a combination of individual channels and more as a holistic approach. With various stages that a prospective customer goes through before becoming a customer and where they need to be picked up. This is often referred to as the customer journey. Emails in particular are perfect for accompanying the customer on the customer journey.
Shopping is accompanied by newsletters at various stationsA customer journey in e-commerce could look like this:
The potential customer becomes aware of the france number dataset product through a newsletter, a social media post or a web banner and the product arouses the customer's interest. The customer follows the link and ends up in your online shop.
The interested party may now use price comparison sites to see what the product costs in other online shops. But ultimately ends up back on your offer page because the price and performance are convincing. This is where they now register.
The interested party receives a welcome email with a 10 percent coupon for the first purchase.
The potential customer has a question about the product and contacts you by email. You can answer the question within a few hours.
The customer is satisfied and buys the product.
You confirm the purchase and send him a shipping confirmation shortly afterwards.
The customer receives the product and is ideally satisfied.
You send them a short survey in which they can rate the product and service.
As a thank you for answering the survey, give him a 20 percent voucher for his next purchase.
A short time later, the first customer newsletter will be sent out, in which you will point out the existing voucher and make suitable offers.
Ideally, it should work like this or something similar, and a prospective customer becomes a regular buyer or customer. The entire customer journey can be mapped out in email marketing, regardless of whether it is a classic newsletter or transactional email. This scenario can be expanded as desired, for example, the use of shopping cart reminders, product launches or reactivation mailings is possible.
The acceptance of email along the customer journey is also particularly high. According to a study by United Internet Media, 92 percent receive newsletters and 75 percent also buy products that were previously advertised via mailing.
Classic newsletters: attract and inspire customers
The hardest thing is to win over the customer for yourself or your own online shop. From a purely legal point of view, you are of course not allowed to blindly distribute your offers to any email address, but first need a double opt-in. This means that you have to make sure that the customer becomes aware of you. This can be done through advertisements, social media, your own website, or by distributing content relevant to the target group. Discounts for new customers can offer an incentive, for example.
Once you have the newsletter registration, you can regularly send the customer current offers. Attention should be paid to the frequency here. There are interested parties/customers to whom you can send a newsletter every day, for others it should be no more than once a week. It is important to provide the recipient with offers that are as suitable as possible. But to do this, you first have to know them. This requires a CRM system and extensive tracking. For example, if an interested party visits your website several times and mainly looks at red ski jackets, it makes sense to send them a newsletter with various red ski jackets. If they do not respond, a newsletter can be sent afterwards with further offers from the category and a voucher or discount. This means that campaigns can be expanded as desired. Ideally, tracking, CRM and e-mail tools, e.g. the e-marketing manager , are so well coordinated that everything runs completely automatically.