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Life cycle planning: How to map your customer journey

Life cycle planning: How to map your customer journey
بواسطة :

Acustomer’s life cycle of interaction with your company can be complex and multi-staged. Sending them the right message at the right stage in their journey is crucial to creating that engagement and
. keeping it
Without the right planning you could find yourself just guessing with your message in the hope that it may resonate with certain readers. The problem with this method is you end up irritating the
? masses with emails they don’t want, leading to high drop outs. So what to do

: Almost any life cycle can be broken down in to these three basic stages

Engaged prospects
Lapsed customers/clients
Engaged customers/clients
Once grouped you can use these stages to create three automation streams. These streams allow you to send relevant messages to each group, keeping them engaged and ensuring you deliver results

: Here’s what you do what you can do with each group

Engaged prospects

They have shown interest in your company but are not yet customers/clients

. Your aim with this group is to draw these prospects in, get them further down the sales funnel and ultimately turn them in to customers

: Email campaigns in this stream should

Drive engagement through welcome program
Educate about your brand/product
Build trust
Drive conversion with ‘added value’ offering
Build a relationship
Lapsed customers/clients

These are customers/clients who may not be buying/engaging with your company

.To get them spending again these customers need bringing back to the fold

: Emails campaigns in this stream should

Offer incentives: “Come back, we miss you”
Use surveys to uncover why they lost interest
Remind them what they’re missing
Engaged customers/clients

They’re engaging with your company/buying your products

.This group requires a different angle. Your aim here is to get them to spend more and do more

: Emails campaigns in this stream should

Build loyalty with ‘added value’ offers
Tempt with exclusive offers and promotions
Cross-sell/up-sell product recommendations
Provide user generated content/events
Offer refer-a-friend programs
Offer renewal programs


Mapping out this route is an essential success factor when you’re planning your marketing automation program. As you are mapping out your customer lifecycle and all the key points during that cycle,
. you can use marketing automation to help influence behavior

Take a look at an example from dotmailer of a simple customer journey mapping we undertook, following a sign up to our 30 day trial. We’ve mapped out all possible outcomes with each node as a touchpoint

. You can see how each path and action or decision, leads to an opportunity to send an important marketing message that helps nurture trialists


. Creating a map like this will help you form a plan for your own email marketing automation program. Doing this will in turn drive your data and content plan

Mapping content

. Using the decision tree above we can easily plan out the email marketing messages we need to write and the emails we need to produce for each event


by Isabel Stewart, Marketing Executive