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Customer Purchase Journey �Drip Marketing Campaign Finest Jewerly Co.

JOSE A. SERRANO

COLUMBIA BUSINESS SCHOOL

DIGITAL MARKETING INTENSIVE PROGRAM

SEPT. 2022

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Index

  • Drip Marketing Campaign Finest Jewerly
      • Funnel Stages – Customer Journey
      • Content Management in the funnel stages
      • Metrics & Frequency

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Customer Journey 🡪 a, b, c

PRE-SALE

  1. Relational & Promotional email:

Jewerly brand company introduction email by product seasonality

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  1. Promotional & Relational email:

Customer Product-Service Promotion inducing to buy, (coupon, 1st X purchase, cross-sell, instore discount)

Segmented database

  1. Transactional email:

Tracking an order

Sending a Purchase confirmation

Order delivery confirmation

Thank you for

your purchase

Seasonal Quarterly News Letters

IN-SALE

POST-SALE

A.

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Pre-Sale email sample (data base segmentation)

personalization

RELATIONAL & PROMOTIONAL EMAILS

NEW Brand Awareness for customers

CALL TO ACTION –register, in store purchase discount

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Requires precise data base segmentation if any:

  • Targeted marketing demographics
    • Ex. Wedding anniversary (5 yr, 10yr, 15 yr, 20 yr)
    • Promotional discounts

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Seasonal emails:

Weeding ring specials

Valentines

Christmas

New Year

@finestjewerly.com

A/B Testing

Automation Tools ex. Hubspot

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In-Sale email sample (data base segmentation)

PROMOTIONAL & RELATIONAL:

NEWSLETTER Seasonal – Quarterly

News Product Launches

Industry News

Holidays

Links to different product landing pages

Different Ad Displays on the emails (could be video)

A/B testing

Automation ex. Hubspot

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Unsubscribe – opt out

@finestjewerly.com

personalization

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Post-Sale email sample (data base segmentation)

TRANSACTIONAL EMAIL

Opportunity to communicate any other type of marketing message through invoice such as :

New Products being launched Ad Displays

Tracking your order (another opportunity to communicate a message)

Joining the newsletter for discounts

Events

A/B Testing

Automation ex. Hubspot

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personalization

@finestjewerly.com

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B. Content Management

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C. Email Metrics & Frequency

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Optimize Frequency & Cadence

  • Drip Marketing Campaign 🡪 pre-planned and pre-written messages of which all pieces on the email such as displays ads or click through links can be tracked.

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Pre-Sale email

In-Sale email

Post-Sale email

A/B

Established

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New Brand Awareness

Newsletter

Transactional

Testing

Frequency Date

# of emails delivered

 

 

 

 

 

# of emails that bounced

 

 

 

 

 

# of emails opened by the recipient

 

 

 

 

 

Response rate or Lead Generation Rate

 

 

 

 

 

# of emails forwards

 

 

 

 

 

# of People that unsibscribed or opted out

 

 

 

 

 

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Bibliography

  1. Columbia Business School: Kinshuk Jerath Week 13 Email

Marketing & Affiliate Marketing

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