Email and Journey Marketing
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Marketing & Commerce | February 26, 2020
Journey – What a strategic marketing initiative looks like in Unica V12
'Creating personalized customer experiences.' This is the most common tagline or message that brands/businesses tend to convey these days. But do the companies abide by their goals, are they creating real value for their customers? If the answer is yes, then the customer itself creates business/brand value by increasing the market share. The engagement that brands build with their customers, is it real-time?  Does your brand care about the experience the customers are receiving? Every interaction that your customer has with your product/service forms a touchpoint for marketing. Designing those interactions provides you with an entire customer journey. All of the above questions have the lowest common denominator, the customer journey. What is a customer journey? From the very first interaction that the customer has with the service or product till the time he stays in continuous touch with it is the entire Journey a customer covers. It becomes essential to visualize the Journey and the experience the customer gains to study the patterns and gain valuable insights from it. It ensures that we are in constant touch with the customer, which further helps to create, adjust, and enhance touchpoints, providing the most effective, efficient buying and service process. Let's understand it better with the help of an example. After the customer signs up, a welcome email will be triggered. But that's not the end; for maintaining customer engagement, it is necessary to send an email regarding the recent purchases or the purchase they are about to make. It should be triggered at a particular time interval, such as after 2 or 3 days, to continue the engagement further. We understand the importance a customer journey holds, so here we are with the whole new Unica Journey, an initiative to enhance the customer's experience. Unica Journey lets marketers create small...
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