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If you’re working from home right now like we are at Trendline, you might find yourself so overwhelmed with your daily activities that you find it difficult to break out of the “business as usual” mold. Looking for something to switch up your routine? Try something new and innovative. You may be missing out on the bigger picture–your target market’s brand journey.
Identifying your audience for each campaign is key. Before getting started, stop and take some time to really dig into your subscriber base by analyzing your data. Some important details to look at include:
By analyzing the data you already have, you can begin to have a better understanding of your audience and how they react to your messaging. While analyzing the data, you may discover that you don’t have enough data to really understand your subscribers and deliver relevant content. If this is the case, look at launching a campaign to obtain more information about your audience, or you can even create a preference center. It can also help if you use a company that specializes in analytics because you can overlay the data you already have with their data to gain a better understanding of your audience.
Once you have a clear picture of your audience, examine the typical journey a customer or prospect would take. Start by reviewing how a prospect or customer may subscribe to your messaging program. This includes reviewing all subscribe forms, your website, social media, contest pages, etc.
Continue by going through the next step in the subscriber journey. This includes reviewing welcome message(s), trigger and transactional messaging, newsletters, reactivation campaigns, and the preference center. Ensure these tactics are all optimized for your audience. Put yourself in their shoes, and think about how you might respond if you were them. Look for any holes or enhancements that can be made to strengthen the journey. In some cases, the subscriber may require a lot more education than initially expected at certain stages.
We’ve talked about using your customer data to help you identify your audience; now it’s time to make the data work a little bit harder for you.
Utilize your data to identify opportunities within your messaging program. Take advantage of open and clickstream data to review if there are any increases or decreases in engagement. This could indicate that there is a sweet spot at a certain subscriber tenure that should be exploited (stage of the buying cycle). Alternatively, a decrease could mean that a different type of message should be sent at this stage.
Also, you don’t want to forget about personalization. Using elements such as name, past purchase behaviour, location, and age are just some of the ways to help you communicate with your subscribers in a way that will truly resonate with them.
A great example of an optimized subscriber journey is an email program I subscribed to for pregnant women. Being a first-time mom, I was so engaged by the content because they delivered tailored articles every week based on where I was in my pregnancy. I also received emails twice throughout my tenure asking me to update my preferences. The first time was right before my due date, and this email asked me to update my email address in case I was subscribed using a work email account.
Once I hit my due date, I received a second email. This email asked me to update my preferences with details about my new baby, which allowed the company to continue sending customized messages based on my baby’s age. This program really used the data they had to optimize the emails I received and the content they provided.
Finally, another helpful hint for keeping track of your messaging program is to map out the journey for your subscribers and keep track of the response metrics you’re seeing at each stage. This will help you visualize your program and keep track of all initiatives and opportunities.
Reviewing and analyzing your subscribers’ journey enables you to get a better picture of how individuals interact with your brand. Once you have the data, you can then set about optimizing the journey to ensure its effectiveness and efficiency. The key is to always let the customer journey shape your messaging and timing.
Looking for other ways to get out of a rut? Here are 10 things you can work on right now to ensure your email program continues to run smoothly, even after this pandemic.