Successfully Leveraging Email Marketing: During the Experience Phase
As in the Purchase phase, integration between your CRM and email marketing systems is essential to tailor email content based on customer status.
ARE YOU EXPERIENCING?
Make sure that you have email addresses for the right people. The people that provided you their email as part of researching or purchasing may not be the primary ones experiencing your offering.
Again, if you don’t have an automated email marketing platform, then you’ll do some “manual email marketing”.
- Manually place customers into segments and send relevant messages over time
- Balance ‘guidance’ and ‘related offering’ campaigns.
- Deliver best practices and information about product implementation and extensions they may want to consider.
- Advanced email systems can help ensure email delivery (not blocked by spam filters)