Hello everyone!
Many people have a question about competently configured communication with their regular and new customers. But not everyone understands the current communication that is set up (once upon a time, don’t understand who) and now it can only be found empirically.
More about communication problems in general
The graph below shows statistics on the openability of emails depending on the type of industry, the table shows the Open rate/ click rate/click to open rate/ unique rate
Here are the same statistics on the openability of emails on various devices, broken down by year. As you can see, most users prefer to read emails on mobile devices
The user’s path is unclear
Customer journey map is very important for understanding what is happening to your customers and at what moment. How to understand at what point, what kind of communication is best to conduct if you don’t have an understanding of what the user received 3 hours ago? In this case, the COM must be separately rendered for both new and repeat clients.
The customer’s path is also very important at the checkout stage (it all depends on the type of product you are promoting), in case of difficulties does he have a chat? The average chat response time is less than 1 minute? Does any communication go away if the client has abandoned the registration? You should have answers to all these questions
It is not clear what communications the user receives
If your mailing service does not have such a function that takes into account the time at which the user most often opens and reads your letter, then you will have to rely only on the understanding of your audience. Moreover, as mentioned above, you do not always know what communication was with users 5 minutes / 2 hours / day before sending your message.
What other mailing lists is the user subscribed to?
Also a very important point. Based on it, you can understand at what time it is best to send your messages. Most often, the conclusion comes only empirically after you have conducted a dozen similar mailings, but it is best to have an analysis of past mailings to make a mailing plan.
What does CJM look like approximately?
Of course, there is no clear scheme of how it should look. But there are general principles, for example:
- The presence of triggers
- Availability of transition stages
- Type of communication
- Frequency of sending
- Delay between stages
- Delay between shipments
- Communication platform
In the following articles, I will try to roughly outline a scheme for the e-commerce sphere.
Thanks for your attention!
