Easier Said Than Done: Prioritizing Your Customer’s Email Journey

Ever feel overwhelmed by the sheer number of tasks in email marketing? You’re not alone. Prioritizing what to focus on, especially when it comes to crafting the perfect customer email journey, can be daunting. In the second session of our “Unspoken Challenges” series, Scott Cohen, Email Channel Manager at Purple, breaks down how to effectively prioritize your efforts to ensure that your email campaigns not only reach your audience but also resonate with them.

Email Marketing: A Balancing Act

Scott opens the session with a truth that all marketers know too well: “Email is hard.” Despite how simple it might seem to outsiders, the reality is that email marketing requires juggling multiple priorities—revenue generation, list growth, customer engagement—all while maintaining a personalized and valuable customer experience. “You have to balance keeping the lights on, selling, and ultimately doing a personalized customer experience,” Scott explains.

This balancing act is made more complex by the fact that email, as Scott puts it, “fills the gaps” in the customer journey. It’s the channel that bridges the various stages of customer interaction, from browsing your website to making a purchase, and beyond.

Understanding the Customer Lifecycle

Scott’s approach to email marketing starts with understanding the customer lifecycle, which he visualizes not as a straight line but as a series of overlapping cycles. “It’s never linear, is it?” he asks. Customers enter your email system at different stages and interact with your brand in unique ways. This non-linear journey means that your email strategy needs to be flexible and responsive to these varied paths.

To manage this complexity, Scott emphasizes the importance of delivering value in every email: “Every email you send should be relatable, clear, and consistent.” Whether you’re educating your customers about your products, promoting an offer, or simply reminding them of their next step, the focus should always be on providing something of value.

Prioritizing the Customer Experience

So how do you prioritize in such a complex environment? Scott suggests starting with the foundational elements of your email program. The first place to focus is on the beginning of the customer journey—the welcome series. “This is your best performing campaign by far,” Scott states, noting that it’s where you set the tone for your relationship with the customer.

A well-crafted welcome email is crucial. It’s where you deliver on any promises made during the sign-up process (like discount codes or access to exclusive content) and begin to build trust. “For the love of God, deliver what you promised,” Scott insists, highlighting the importance of setting and meeting expectations from the very first interaction.

The Power of the Cart Abandonment Email

Another priority in the customer journey is the cart abandonment email, a tool that Scott describes as “helpful marketing.” Customers who abandon their carts are already interested in your product, but something has stopped them from completing the purchase. This is where your email can make a significant impact.

Scott recommends a subtle approach: “Don’t jump too quickly to offering incentives.” Instead, focus on being helpful—remind customers of their cart, address any potential concerns, and offer assistance. This gentle nudge can often be enough to convert interest into a sale without cutting into your margins.

Onboarding: Setting the Stage for Long-Term Engagement

After a customer makes a purchase, the onboarding process becomes the next crucial step. Scott emphasizes the need to guide customers through using their new product successfully. “People get buyer’s remorse all the time,” he notes, which is why it’s essential to reinforce their decision and ensure they have a positive experience.

Onboarding emails should be educational and supportive, helping customers get the most out of their purchase. Scott suggests starting with your best-selling products: “If you try to solve for everything all at once, you’ll never launch anything.” By focusing on what’s most important, you can gradually build out a comprehensive onboarding strategy that enhances the customer experience.

Nailing the Fulfilment Cycle

The customer journey doesn’t end at purchase; in fact, the fulfillment stage can make or break their overall experience with your brand. Scott highlights the importance of transparent communication during this phase, especially in times of delivery challenges. “Delivery can have such a huge effect on things like product reviews, referrals, all that word-of-mouth stuff,” he says.

Ensuring that your fulfillment emails—shipping notifications, delivery updates—are clear, informative, and consistent with your brand tone can reduce customer anxiety and improve satisfaction.

Conclusion

Prioritizing your customer’s email journey is indeed easier said than done, but by focusing on the key touchpoints—welcome series, cart abandonment, onboarding, and fulfillment—you can create a more cohesive and engaging experience that drives conversions and builds loyalty.