Happy 4th of July. Hope you all enjoyed this mid week holiday to celebrate our independence and what it means for all of us.
I enjoyed it with family and neighbors, but am now back to work and thinking about email content as it relates to the buyer journey.
I think about and spend a lot of time writing about experiential and lifestyle selling and how to better connect with consumers and use Customer Relationship Management (CRM) software and email specifically to maintain and develop those relationships over time.
Over the years, I have been involved with database marketing and have oftentimes had large databases to tap into to activate and drive incremental business.
Customer Journey - Awareness and Consideration
Email is certainly a relationship tool, but I think many of us miss the mark in using it for awareness and consideration. What do I mean by that? Well, a negative example is a good way to start. I like to pick on the home building industry for "sour" behaviors because they are an easy target! They are a very sales and end of funnel focused and if you review just the subject lines of their emails, you can see that. Here's a snapshot of several weeks of emails from one home builder. As you can see, they are very focused on SELLING and not so much on understanding where a prospect is in their journey and what kind of things they might want to know.