How to Create Email Campaigns for Different Stages of the Customer Journey

One of the most overlooked aspects of email marketing is aligning your content with the email marketing journey of your customers. Businesses often use the same email to all subscribers without considering that each of them is progressing to a different level of engagement.

The solution? Map your email customer journey – from the moment someone subscribes to your list to the point they become loyal advocates, and build campaigns through html email builder tailored to each phase. Not only does this method enhance engagement but it also makes it more personalized leading to conversions and customer satisfaction.

Let’s explore how to design effective email marketing customer journey campaigns step by step.

Knowledge of the Customer Journey in Email Marketing

The customer journey email marketing process can be broken down into five core stages:

• Awareness: The subscriber has just heard about your brand.
• Consideration: They have interest and are willing to know more.
• Decision: Ready to buy or to do.
• Retention: How to keep them interested beyond the purchase.
• Advocacy: Converting satisfied customers into brand evangelists.

The different stages need different types of messages. The right email sent at the right time will help to keep the momentum.

Ideas of Campaign per Stage         

Here are some email journey examples for each stage of the customer lifecycle:

• Awareness Stage: At this stage, you are presenting your brand. On value, trust, relevance.
• Welcome Series: Send a series of emails that introduces your story, mission and your best selling products or services.
• Educational Content: Post blogs, explainers or guides that make your brand an expert.

Consideration Stage

The customers are now familiar with your brand, it is time to show why you are the right person.

• Product Spotlights: Send full product describing or comparison.
• Social Proof: Add testimonials, user generated content or case studies.

This is the break point of conversion. Let the customer know what he or she has forgotten, but give them something.

Retention Stage

The point is to maintain the customer after a sale to ensure that he or she is satisfied.

• Thank You Emails: Show them appreciation of their order and send practical follow-up details.
• Usage Tips: Send instructions or videos of how the product can be used.
• Advocacy Stage: Ask your most satisfied customers to tell others.
• Referral Programs: Offer reward on introducing new customers.
• Reviews Requests: Request them to review or review testimonials.

What Makes a Good Email Journey Map?

To ensure your email marketing journey is smooth and effective, follow these tips:

• Know your audience

First, know the critical customer behaviors and pain points at a stage. Segment and time using analytics and CRM data.

• Automate Strategically

Automate the process of sending emails according to the actions and sign-ups or purchases made or time elapsed since the last activity.

• Keep It Chit-Chatting

Every email must be personal and not a corporate broadcast. Employ first names, informal tones and conversational copy.

• Measure and Correct

Check open rates, clicks and conversions. This  data is required to improve future campaigns and your email customer journey.

Campaigns You Need in Your Strategy

These are the best campaigns to start with in case you are constructing your customer journey:

1. Welcome email (Awareness)
2. Consideration Product Demo Invite
3. Limited Time Offer (Decision)
4. Retention + Upsell Order Confirmation
5. Referral link (Advocacy) + Feedback Request

These are tried-and-true email journey examples that can be customized to fit any business.

Final Thoughts

The email marketing customer journey isn’t just about sending emails. It is more about sending the right emails at the right time to the right people. By matching your campaigns to the journey of your customer through the stages of awareness to advocacy you ensure that every touchpoint is important.

Whether you’re a small business or a growing brand, focusing on the customer journey email marketing process ensures you're always one step ahead, turning subscribers into fans and fans into loyal customers. Take your time, craft your path, customize your message, and automate intelligently, and you will be able to gain the full potential of email marketing.