The Email Marketing Journey (with examples!)

At the start of the customer journey, acquisition is key. When someone subscribes to your emails, it’s like they’re taking the first step toward a relationship with your brand. This is your chance to make a great first impression. The welcome series is crucial here, offering:

• A friendly introduction to your brand.
• Information on what the subscriber can expect from your emails.
• Potential incentives, such as a discount code, to encourage further engagement.

This moment is critical for setting the tone and inviting your new subscribers into your world.

The consideration stage is where prospects think about purchasing from you. They may browse your site, add items to their cart, and leave before completing their purchase. This is where automated emails, like abandoned cart reminders, can make a huge difference.

• Use personalized content, such as reminding them of their abandoned carts/checkout.
• Include social proof like customer reviews to encourage action.
• Create urgency by letting them know if items are low in stock.

At this stage, you’re gently nudging your prospects toward making a decision without being pushy, building trust along the way.

Once a customer makes a purchase, your job as a marketer is far from over. A well-timed order confirmation email or thank you note helps solidify the relationship. It’s also an opportunity to upsell or cross-sell relevant products based on their purchase.

Sending post-purchase follow-ups, product care tips, or even requesting a review can continue to nurture the relationship. You’re not just celebrating the sale but reinforcing your brand’s value.

The real magic happens in retention. Keeping your customers engaged after their purchase can turn them into loyal advocates. Email strategies at this stage could include:

• Offering exclusive discounts to repeat customers.
• Acknowledging birthdays or special occasions with personalized messages and/or custom coupon codes.
• Sending surveys to gather valuable feedback and improve their experience.

Retaining customers is often more cost-effective than acquiring new ones, and your emails play a vital role in keeping them interested and loyal.

Over time, some customers may lose touch with your brand, and this is where re-engagement emails come in. Whether it’s a special offer or a simple “We miss you!” message, these emails can help rekindle the relationship.

• Highlight anniversaries or milestones to remind customers of their relationship with your brand.
• Include personalized incentives or offers that align with their previous interactions.

This is your chance to remind them why they subscribed in the first place and how your business adds value to their lives.