This blog post is the third in a series on how to create the perfect customer journey. The goal is to showcase the best practice for creating intelligent and effective customer journeys in a marketing automating system.

Once the introduction to the recipient has been made, it is time to dive in deeper. You want to show them all your great products and services and get them to connect with your brand and purchase. However, building a loyal and engaged customer is a delicate operation which requires building relevance and awareness over time.

Start Building Profiles

The information you have on a recipient will vary. Maybe you have partial contact information such as a phone number or email address and a permission, and perhaps you have already linked the recipient to a lot of online traffic including past purchases or subscriptions. In either case, use what you know about the recipient to make the content relevant. With creativity and analysis, you can use even the smallest activity like recent emails being opened or a click on a social media icon to build a profile of the recipient. This will enable you to present your products and services in a way that matches the recipient’s interest.


Remember this is often the first communication the recipient receives from you, and everything should be designed to make a good first impression.

Tell Stories about your Brand

It is tempting to make your campaigns focus on specific products and services, but building brand awareness can do just as much if not more to create loyal customers. Instead of only suggesting purchases, consider promoting aspects of your brand, such as the history or how the products are made. Just like the products or services, stories about the brand can also be personalised based on the recipient’s profile.

Know What to Show

As a recipient, there is nothing worse than receiving offers of no relevance. Maybe the recipient is not in the right demographic. Maybe she already purchased the product or service you are displaying, or maybe she simply prefers the brand new collection, while only getting discounts on older products.

Setting up an intelligent logic for showing the correct products and services based on the individual data customer is the most important step you can take for your marketing campaign to result in a sale.

Make the Communication Reflect the Brand - and the Recipient!

Depending on your brand, you may want to focus on promoting a cheap price of a given product, or the easiness of using a specific service, focus the quality, the innovative factor or something completely different.

You can focus on a few of these aspects for your entire audience or you can split it based on the captured profile for each recipient, based on the data you collected, which I recommend you to do. If you have the data on your customers’ preferences: Use it!

Take your Time

While it is easy to think of marketing campaigns as standalone pieces of content, they will always be added together to a bigger picture for the recipient. A single bad campaign can make more campaigns look bad. When in the business of creating loyal customers, create a strategy and plan how to make the recipients buy now and buy again by developing the relationship with the proper communication and keeping them loyal.


With the awareness of both your brand and your products or services in place, you can now focus on specific ways to show relevant products or services. More on this in the next blog post.


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