How to map your subscriber experience?

One of the key parts of building your email marketing strategy is also one that’s often overlooked- and that’s mapping your subscriber experience. If you haven’t yet considered doing this, you may want to check out the recent blog post by My Emma, which delves deep into how you can map your subscriber experience, and why this is such a helpful process.

According to the article, mapping out your subscriber experience allows you to better anticipate and understand their questions, needs, and the behaviors that tend to arise during the process.

This article includes a super interesting infographic that outlines mapping the subscriber experience. While getting the customer to subscribe to your emails is an excellent start, the next step is to nurture that relationship and focus on retention.

One great way to do this is through a welcome email. These types of emails lead to a 33% higher long-term engagement with a brand, making it well worth it. You should also focus on email marketing automation, so you’re always engaging with your subscribers at exactly the right time.

From there, it’s all about optimization. That means taking a good, hard look at what’s working, and what’s not. Luckily, it’s easier than ever to see what your subscribers like so you can adjust your strategy accordingly. Be sure to check out the blog post for more information.

[Infographic] Mapping your subscriber experience


In this infographic, we walk you through the process of mapping your subscribers’ journey to understand and anticipate the needs, questions, and behavior that can arise as they move from sign-up to purchase.


The first step of the journey when a customer becomes interested in joining your list.

Subscriber sign-up


Continue to nurture the relationship and provide value to your subscribers.

Send emails with the goal of promoting conversion and engagement.

Welcome email

Subscribers who receive a welcome email show more long-term engagement with a brand – 33% more, on average (Brightwave).

Promotional email

Put segmentation to work and consider sending promos based on location, gender, age, interest, etc.

Content marketing email

Tell your brand’s story and why you do what you do.

Loyalty and reward email

Reward customers who interact with your brand regularly.

On average, loyal customers are worth up to ten times as much as their first purchase (White House Office of Consumer Affairs).

Product and company announcements

Allow customers to feel a sense of ownership by keeping them in-the-know.

Behavior-based emails

Set up automation triggers to send an email when a customer purchases a product, browses your website, or any other behavior you choose.

Testimonials and reviews

Let other customers do the talking about your business.

92% of people say they trust peer recommendations (Microsoft).


Learn from what your subscribers are engaging with and adjust your strategy accordingly.

Retarget and resend

Retarget or resend emails based on previous behavior of subscribers with low engagement.


Focus on unengaged subscribers by sending relevant and personalized content.


Experiment and use data to inform your marketing strategy.

Like what you see? Try out Emma for all your email marketing needs.

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