The Customer Journey

Recently, I had the opportunity to team up with Intuit Mailchimp for a webinar highlighting their powerful Customer Journey Builder. If you haven't yet used it, I encourage you to check it out, as it offers a ton of great automations.

If you are wondering what a journey is, it is an automated path that you send subscribers based on where they are in their unique journey with your brand. This is an incredibly effective approach to building a strong relationship with your audience.

While the possibilities for creating journeys are vast, I've compiled a list of four journeys that work well for any business. 

1) A welcome email journey is the best way to start a relationship with your new subscriber. It allows you to introduce your brand and showcase your story in an effective and meaningful way.

2) Follow-up or bounce-back emails (as sometimes referred to in the restaurant industry) go beyond the welcome and encourage customers to return or provide feedback. You can easily target this group separately from your first-time customer emails.

3) Enhance the Post-Purchase experience with a journey: Go beyond order and shipping confirmation emails and get customers excited about their purchases. Engage customers by sharing tips on how to use their new purchase. Make every post-purchase interaction memorable for your customers.

4) Reengagement emails: Bring back their attention! It's tough when subscribers or customers stop engaging with your brand. With the right win-back journey, you can bring them back. Remember, there is a difference between a lapsed customer and a lapsed subscriber, so you will want to engage them differently.