Customer Journey

October 2, 2020 Femme Fatale DC

By Naté Patrice, The Patrice Effect
Edited for Femme Fatale DC
by Briget Heidmous

Build with segmentation in mind.

Segment your audience based on your Customer Journey. There are many ways to segment your audience and Customer Journey is a simple and effective way to align your messaging with your target audiences. (Yes plural!) Your Customer Journey begins with your customer’s very first interaction with your brand and every interaction they have with your brand until they make a purchase. Some of your customers are new and unfamiliar with your brand whereas others may purchase frequently, which is why you want to create messaging for each audience.

The information you have gathered in previous steps will help you here. Knowing where your customers are coming from and their purpose for buying helps you. You can tailor your messaging to include what is most important to them. Level up their experience with your brand.

For Example: Your local, and regional, customers would love to know that they can shop your brand at the Femme Fatale DC Pop-Up shop however your regional and beyond consumers will require more and different information/offerings to receive value.

Here’s why— an in-person exchange is different from an online exchange. Your in-person customers, that shop at Femme Fatale DC, will feel the vibe of being in a creative space filled with womxn made products. That energy likely contributes to and empowers them to make purchases. They would likely want to receive an email about your products from the pop-up, and maybe other FFDC favs that pair well with yours. (Wink wink: a perfect time to cross collab and partner with a fellow womxn business owner from the Femme Fatale DC ecosystem).

Knowing what your audience finds most valuable and identifying their customer journey is important. Because you can create emails that align with their specific wants and needs. It’s worth noting the content within your email is useless if your subject line is trash. So, make sure you’re thoughtful and clever about your subject lines. Encourage them to open the email.

Define goals and metrics.

This is a key moment when your research and analysis become useful. These bits of information partnered with your goals help you identify key metrics of success for your email campaigns. Yes, you want subscribers to open and click the links in your email. You also want this to translate into a sale.

If your goal is to make $1000 in sales from your email campaigns each week, go back and review previous campaigns to see what you need to do to reach that goal.

Here’s what to ask:

On average, how many people opened, clicked, and went on to make a purchase?
Did you have a clear call to actions?
Was the email copy easy to understand?
What opportunities do I have to improve my email templates?
How can I improve my offerings overall?

These are all important questions to consider when reviewing metrics to define new goals. Look for opportunities to improve, always.

Naté Patrice, The Patrice Effect

Helping small businesses helps me live in my purpose. Work will drain you when you don't do what you love, so I’ve learned to embrace my need for organization, effectiveness, and simplicity; and bring that same presence to my love for marketing. I work with clients to develop customized strategies that meet their needs, while identifying opportunities to better serve their customers, add more value to the relationships, and produce memorable events that exceeded the best of their expectations.

To-do lists are my jam! I know you’ve been told that gravity keeps the Earth spinning, but it’s actually to-do lists written in fine point purple Sharpies, oxford commas, and a kick-ass marketing campaign. www.thepatriceeffect.com