From lead to loyalty: How to create journeys that convert and retain
Capturing a lead may seem like an achievement, but it's really just the beginning. The hard part - and the really valuable part - comes later: getting that person interested, buying and, over time, repeating. That's what it's all about, it is not enough to launch single campaigns. A strategy is needed that accompanies the user step by step, with messages of value at the right time.
The journeys automated systems allow you to do just that: establish a coherent and sustained relationship over time. In this post, we'll tell you how to structure paths that help you to convert more and, above all, to maintain the bond with your customers in the long term.
Why do you need a journey automated?
The customer journey is a person's complete journey with your brand.Their first interactions, their decision process, the purchase, and what happens afterwards. Automating this path allows you to offer personalised and lasting experiencesoptimising resources and improving results.
Benefits of a good journey:
- Increased conversions thanks to messages adapted to the user's context.
- Mayor loyalty y replay purchase.
- Reduction of operating costs through automation.
- Scalability of the strategy without losing personalisation.
Before designing any journey, ehe choice of the right tool is essential according to your level of digital maturity - find out how to do this here.
How to create journeys that convert and retain?
1. Know your audience
All journey Start with good segmentation. Use available data (behaviour, interests, purchase history) to divide your database into relevant groups. The more granular the segmentation, the more effective the automation will be.
2. Design each phase with a clear objective
Define what you want to achieve at each point in the journey: welcome, activation, purchase, loyalty, recovery... Each stage must have a defined message, channel and action. Avoid generic automatisms: the journey must be adapted to the user's context.
For example, to correctly automate the welcome emails sets the tone for the rest of the journey. If you are interested in finding out more about this topic, read our post about the welcome campaigns.
3. Prioritise content and design
A well-constructed journey fails if the emails do not connect. Take care of the visual design, adapt messages to the user's device and use clear calls to action. A good responsive email design can make the difference between a click and an abandonment.
4. Measure, learn and optimise
Automation is not a process that is set up once and forgotten. Review results, run A/B tests and optimise continuously. Metrics such as time between interactions, conversion per phase or post-purchase retention are key to improve your journeys.
Define which metrics to track: from open rate to post-purchase retention. to make informed decisions and continuously improve your automated tours.
Do you want to get the most out of your journeys automated?
At Digital Response we help brands transform their marketing automation strategy, optimising every stage of the customer lifecycle. We have a specialised team and experience in the management of complex automated campaignsadapted to every need.
Our services include:
- Design and layout of responsive HTML emails.
- Activation of automated campaigns.
- Outsourcing email marketing.
- Support on leading platforms automation.
- Maintenance and optimisation of marketing automation programmes.
