Map out the journey with email marketing

When one audience member asked the panel, “If you could only utilize ONE marketing platform for the rest of your life, what would it be?” Mike Whaling, Founder of 30 Lines interjected and answered with “email.”

Email marketing is the one channel that remains fairly consistent in how it works, and what you can expect from it. Yet, so many companies fail to utilize this platform as efficiently as they could.

A common theme at Content is King hosted by the Columbus Chamber of Commerce was the art of storytelling is imperative when it comes to content marketing.

Bob LeBoeuf, General Manager at Propel Marketing and Dispatch Media Group said it best with, “Savvy marketing is understanding the journey to purchase and putting messages in between.”

In other words, to get customers to purchase your product you need to understand your audience and create content to get them to the point of purchase.

So how do you map out the journey using email marketing?

Study and understand the behavior flow of your audience and create targeted messages to get to the point of purchase. There are tools, like Google Analytics, that you can utilize to review your analytics and begin this purchase.

Email marketing platforms like MailChimp allow you to set up automation emails – or as some call it, drip campaigns. These type of campaigns send automated messages to subscribers based off where they are in the point of purchase process.

As with any marketing platform, creating quality content and getting your messages to the right people is the first rule of thumb in content marketing.

At TJE Communications, a major focus is understanding the intended audience and creating unforgettable messages. Email me today at tje@tjecommunications.com to learn more about how you can map out your point of purchase journey.

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