Maximizing Email Marketing Conversion Rates: Understanding Company vs Customer Journey

– Company journey focuses on maximizing subscriptions, AOV, and revenue through automated flows and sales offers.
– Customer journey prioritizes de-risking the first purchase, seeking discounts, and receiving emails about coupons, sales, new products, and company updates.
– Timing, product usage, perceived value, and need are key factors influencing purchasing via email, and understanding the data can help identify what separates converters from non-converters.Optimize email marketing strategy by providing offers and discounts to incentivize first-time purchases and encourage repeat purchases. Additionally, focus on understanding customer behavior and preferences through data analysis to improve conversion rates.Email marketing + strategy: Understanding the difference between company journey and customer journey.

Company Journey:
As a company, we need as many people to subscribe as possible. We should try to maximize our AOV (Average Order Value) on the first order, so let’s optimize around the lowest discount we can provide. It’s even better if we can give them delayed gratification and get them to come back a second time. Let’s offer a coupon, cashback, or gift card for their next purchase when they sign up! Then we’ll want to set up automated flows designed to sell more products, generate more revenue, learn more about our customers, and encourage repeat purchases.

We should send out sales and offers to boost overall LTV (Lifetime Value) to CAC (Customer Acquisition Cost) ratios and drive more revenue.

Customer Journey:
I want to de-risk this first purchase. I have no idea if I’ll ever shop with this brand again. I’d like to get to know them, but I’d like an offer to make that happen. I have reservations about paying full price. If I add something to the cart, I’m going to search for coupons on Google anyway. So it would be nice if they just made this easy for me and provided the code on the site.

I will buy a bundle if the savings are good enough. Odds are, I’ll need two of these things anyway down the road.

In my emails, I want to receive my coupon code, be notified of sales, be informed about new product releases, and be kept in the loop on normal company updates. Bonus points if the brand wants to share something cool with me about one of their customers or something similar.

However, I don’t want sales all the time, and I don’t need emails all the time either. Once this pattern begins, I start to question the actual value of the products I was looking to purchase.

I don’t care about loyalty points. Everything goes on sale eventually. If a good is overpriced or not worth the value I paid for it, I’ll assign it a value and wait for it to go on sale. In stocks, this is called averaging down. If I own one and I feel like it wasn’t worth the price, but the price I’m willing to pay is more than the item when it goes on sale, mentally I’m averaging the cost over both items.

If a long enough period of time goes by I’ll just decide not to purchase and move on. If you send too many emails it’s a quick way to speed up this process. I’ll stay subscribed and likely only open the emails that match the things I’m interested in.(Literally a conversation I had yesterday with my other half) Truth be told, the things that influence purchasing via email are product usage, perceived value, need, and timing. It’s 100% timing, right place, right time, right offer. If you look at all those people that signed up and didn’t purchase, yeah the 80% or so that showed intent but you couldn’t close the deal with as a brand. What’s your play? What data are you using to understand what separated the 20% that converted from the 80% that didn’t? How do you track subscription to conversion rates with context?

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