Match email communication to the customer journey
The book follows the customer journey from first interest to continued engagement. It begins with lead magnets, sign-up forms, and welcome messages, then introduces segmentation and personalized sequences. Conversion sections examine promotions and recommendations, while retention chapters address follow-ups, educational content, loyalty programs, and re-engagement.
Testing and measurement connect the stages, helping readers consider both individual campaign results and the longer relationship their email program supports.
What you’ll find inside
- Lead magnets and welcome messages
- Segmentation and nurturing sequences
- Promotions and relevant product recommendations
- Post-purchase education and loyalty
- Re-engagement, testing, and long-term measurement
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