2. Deliver relevant content at every step
The beauty of automated marketing is that your customers can receive tailored content wherever they are in their customer journey—whether they just joined your list, made their first purchase, or keep coming back for more—all without you having to lift a finger. Making sure content is personalized to their interests or their stage of the buying process is essential to help keep them subscribed.
If you’re recycling the same content for all types of customers or if your messages become stale after the welcome email, you’ll want to rethink your approach to an always-on content ecosystem. Consider what content would be relevant at each step of the customer journey.
Before purchase: Does your content drive awareness and consideration of your brand to potential customers? This is the perfect chance to put your customer research to the test. Define what sets your brand apart at a high level from the competition, then create relevant content that speaks to their needs and preferences. Consider broader avenues like social media, paid search, and SEO to make the first introduction.
At purchase: Can your content persuade customers to consider (or reconsider) a purchase? Try highlighting customer reviews or shouting out your benefits so your products can speak for themselves. And with Mailchimp’s retargeting ads and abandoned cart reminders, it’s easy to give window-shopping prospects the push they may need to come back and finish the sale.
After purchase: Does your content keep customers connected to your brand after checkout? A post-purchase outreach plan is key to growing your community and meeting future goals. It’s also key to your bottom line: retaining current customers tends to be cheaper than finding new ones.
Encourage customers to follow your social media accounts and engage with you directly and often. Then, show them their worth with follow-up emails asking for feedback or offering product recommendations and exclusive discounts. Having a brand kit ready to go will make creating these and more types of content a cinch. Use Mailchimp’s Creative Assistant to automatically compile your website’s colors, fonts, logos, and other elements for easy use.