Different content will appeal to different buyers at different stages of the buying process. For example, someone in the awareness stage of the buying process will be looking for more educational content versus someone in the decision stage who is looking for more information on making a purchase or speaking with sales.
Keeping this in mind, share what you think is a successful example of email through the buyer’s journey. This can be a hypothetical or real example.
In the comments below, share:
Awareness stage email
Consideration stage email
Delight stage email
*To learn more about this, check out the Sending the Right Email lesson via HubSpot Academy.
1) Awareness stage: A customer knows about my book store and has opted in to receive emails from me. My first email would be to greet and thank them for allowing me to send emails. Following would be an explanation of the type of emails they’ll likely be receiving from me, whether it new arrival announcements, public readings by authors, etc.
2) Consideration stage: A customer has had an item sitting in their cart for a while. I may send them testimonials of the book they’re thinking of buying to push them to that call to action. Perhaps, a 10% off code to entice the buyer if that does not work.
3) Delight stage: After a customer has made their purchase, send them an email inviting them to post their purchases or reviews on social media. Customers are some of the best marketers.
Awareness stage - email content to include congrats on subscribing and gated offer - eBook
Consideration stage - email content to include follow-up opportunity to learn more about the company and how it can specifically help resolve a pain point or address a challenge - include a webinar invite with a chance to ask questions of expert panel.
Delight - email content to include follow-up - here’s a sharable video link of webinar and someone from sales will be reaching out one-on-one to contiune the conversation and answer any additional questions reader may have.
Awareness Stage; showing customers the problem they are experiencing.
Consideration Stage; Telling how the benefits of the product/service will solve their problem.
Delight Stage; Asking customers to fill out a survey showing how satisfied they were after using the product/service. Once the survey is done, ask for a testimony. Customers will more than likely give it as they are already committed while filling out the survey.
- Awareness stage email: thanks for subscribing, types of email contents that will be sent, places where to find contents (ex. website blog)
- Consideration stage email: links to specific interesting webinars (ex. business customers telling their successful experience with my company), links to specific blog posts
- Delight stage email: thanks for trusting my company, invite to share their experience through webinar or review on website.
Awareness stage email-You thank the lead for subscribing to your mailing list,drop some valuable information on what your company is about and how it is of value to the reader
Consideration stage-Emails to spur the reader to take action towards your business
Delight stage-Action has been taken by reader and you send a thank you email,and ask them to recommend their friends and family if they had a good experience with your product or service.
Awareness Stage: follow up with thanking them for subscribing, showing relevant blog post or multiple landing pages for gaining more information on product or service.
Cosideration Stage: follow up email asking if they liked the content, maybe a coupon for discount.
Delight Stage: using a chat box, or free consulation to speak with a sales member.
With our product, an email journey would be to educate the customer about our product and the benefits. Give the customers choices, and provide a great price or incentive.
Awareness stage email- customer has seen marketing from the company and has interest in purchasing but wants to know more about a particular insurance product. Customer sends in their information and are looking to find out more.
Consideration stage email- we send the customer the information they are looking for and explain to them why certains types of customers purchase a particular product. the customer saw themselves in one of those type of situations which leads to sales.
Delightful stage email- thank you for purchasing with us, your family is now covered in the case you die, here are your contracts, here is how you can reach us, check out our parent companys videos by clicking on the link for brand recognition.
Thanks for the intrest shown in XYZ company.It seems that you are looking for certain segments of products in our company.So here are different kinds of varitaions of the product segment that you are looking for
Option A-link1
Option B-link 2
and so on.in this links provide some extra pinpoints or Q & A type so that customer gets aware about that specific variant in more detail.
2.Consideration stage-
Dear Connection,
It was nice that you are more intrested in our p type product in abc domain.It would be nice if you fill up the details in the below form.
Ask the person the relevent questions in short understand the buyer personas and send the required product on that basis.
Consideration stage-
Dear conncection,
we are pleased provide the services at the this xyz pricing and along with it some t type of services for free for next 2 years.Provide some complementary services if can do so.So that they will be delightful by our offer and turned into premium customers.
Awareness stage: The customer has opted-in to a rewards program, in which they are receiving emails from a pet store. Their first email welcomes them to the rewards group and gives them a brief overview of what their membership entails and what they need to know. The email would explain that if they go to their profile, they can pick the kind of alerts they get, whether that be storewide discounts or ones for specific products.
Consideration: Based on their purchases, we send them emails offering them discounts on their favorite brands of dog food, toys, etc.
Delight: Over time, they would accumulate enough points to purchase a free bag of dog food for their favorite brand. They would be emailed asking them to leave a review of their purchases and fill out a survey about the rewards program.
ÇAwareness stage - email content to include congrats on subscribing and gated offer - eBook
Consideration stage - email content to include follow-up opportunity to learn more about the company and how it can specifically help resolve a pain point or address a challenge - include a webinar invite with a chance to ask questions of expert panel.