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User Journey Overview

Lesson 5 from: Email Marketing Fundamentals Using Mailchimp

Jon Chang

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Lesson Info

5. User Journey Overview

Lesson Info

User Journey Overview

and in this lesson we're going to cover user journeys. It's a term I've already said, but we're going to now reference it as a user journey map because we need to know from start to finish, how we're actually going to get the user to take the intended action. One thing you should know and it kind of shows us in this graph right now, The average amount of touch points before user converts is seven, which means they actually need to receive seven individual messages from your organization and brand before they take an action. It's definitely a general average. So it's going to differ from business to business and industry to industry. The second thing I want us to look at is an attribution model attribution models are ways that we assign credit to channels for conversion and the one that is most common is called last touch attribution, which gives all of the credit to the last touch or the last channel before the actual conversion. And we're essentially saying the conversion would have n...

ever happened if this email marketing in this example, didn't touch the user. The other type that's most common is called first touched. And in this way it's the first channel that's associated with the user journey and oftentimes is the entry point or the awareness such as they saw a facebook post and they clicked it to the actual property and in this example we're saying the conversion would have never happened if they didn't initially hear about us. However, with both of these, everything in between is ignored, which is why in the user journey map, there's also something called linear attribution, which gives an equal amount of credit to each channel. So you have three types of attribution models. So we can best assign credit to the different channels for conversion and help us plan in the future, such as first touch, last touch and linear. And the one that is most attributed to email marketing is last touch. I want to touch now. No pun intended on a third type of user journey map And that one is looking at this parachuting man to a train. I think of email marketing as someone entering user journey and they're parachuting towards a train that's moving 60 mph. So the entry point is jumping out of a plane kind of scary. And the newsletter here is a train that's going 60 mph, which carries someone throughout their entire life cycle on your brand. And the reason why I say 60 mph specifically is because it moves fast and you don't want it to slow down and speed up to interrupt the overall user journey. Um, but it makes this problem, how do we get someone who just jumped out of a plane to 60 MPH? And that's why email marketing does have these three categories. You have transactional nurture and engagement. The transactional jumps them out of the plane. The nurturing gets them from the plane to the train and then your newsletter continuously engages them as they go through the entire life cycle. And that's what I really mean by user journey mapping because it helps us predetermine how they're going to get to the goal so that we can have the best results possible and use email in the way it's really meant to be used jumping out of a plane. Although a really helpful metaphor isn't as actionable. And that's why now I want us to look at pirate metrics. It's called pirate metrics because the acronym is A R. R or R. G. It stands for acquisition, activation, retention and referral. The activation here actually happens after we acquire the email address. So that's why I think this is actionable. The acquisition is when you get their email address or a way to communicate them one on one and then your goal is to activate them. So revisiting the previous example, they only jump out of the plane after they are acquired and the rest of the email tactics get them to the activation and then eventually to that retention and the referrals. And now I want to show you a concrete use case in the form of general assemblies, automated drip campaign. It's a topic that we'll get to later. But this will get you really excited to learn about it. What General Assembly needs to do is convince people to take $4, for a part time educational course. It actually takes quite a bit of messaging to get someone there, which means they need high prospect quality as well as high conversion probability. So this use case is called women on the rise. General Assembly hosted a sweepstakes where people in exchange for the email address had the chance to win a free trip to SAn Francisco and meet with prominent women in the tech community. Think of it kind of this way, if you're willing to give your email address for a free trip, what's the likelihood that you're actually going to give this organization? $4,000? There's a little bit of a dissonance, but that's why email marketing is important. So what we did is that we pre planned a series of emails that would help the users get from point a jumping out of that plane To the end result of giving that $4, and enrolling in a course. The first one they sign up for the sweepstakes, jumping out of the plane next the email allows them to get a welcome email and they understand the core values of the brand. The third email then has the product offering, so they understand the general scope of the organization and how they can participate. The third email then supports everything above it with a person's use case you can see here this is one woman who took a general assembly course and changed her career and then finally the fourth email here shows a called action that's pretty heavy and asked them to enroll. So 1234 jumping out of the plane with a welcome email, of course, buffet as we're calling it. So they understand how to participate a use case that really drives the messaging home and then an aggressive C. T. A. And what ended up happening here is a low percentage actually converted. However, that percentage totaled approximately $50,000 of revenue for a cost of four plane rides and hotel stays in San Francisco. To me, that's pretty high return on investment, especially considering the rest of the people that are in this funnel still have the opportunity to convert over time.

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