What does email look like through the buyer's journey?

[Champion]

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. 

[RJansen]

With regard to our school activities and attracting new parents and students; 

- awareness stage : send Emails to contacts regarding school activities, school values, educational outcomes and more

- consideration stage : send Emails to contacts regarding ''open houses'', webinars and parent testimonials

- delight stage : send an Email to welcome to the school and a clear CTA for evaluation of the process. After this email, (momentarily) all further communication will be executed by another department and through the use of social media

[asherrmann]

Regarding a PR and digital firm:

Awareness stage: educate contact re: services offered 

Consideration stage: provide real-life testimony/feedback from organizations that have benefitted from services offered

Delight stage: provide contact with an organization-specific perk/discount/shareable content to post on social media platforms 

[MinaP]

Awareness stage email:

    maybe show some testimonials

consideration stage email:

   why we might be better 

delight stage email:

   emphasis on great benefits

[TDuhart]

Awareness, Consider and Decision

[Bren08]

Awareness Stage - Acknowledging the action they took by joining aka welcome email and followed by educational content.

Consideration - Inviting them to do something (CTA) or to take a look into what you're offering

Delight - Providing them more valuable content or information to help them decide on buying.

[JeffSyblik]

Email sequencing is a great skill to learn from the buyer's journey timeline.  Okay, so I signed up for this guitar lesson guys, Guitar Method, lightbulb moment. 

• Awareness stage email-Thank you email for signing up for the light-bulb moment.  CTA on it to webinar on Guitar method live stream Q and A forum.
• Consideration stage email- Email sent to all commenters on the video live stream thanking them for their participation in the Q and A. Link to sign up for the next one.  Those who signed up and did not show, the link of the YT is sent.  But it's edited down to best topics that show method how it relates to common pain points and differentiation.  Ten percent off code email.  Free trial email. 
• Delight stage email-Thanks for signing up.  Ask for permission to do a shout-out on the next live stream.  Tutorial links for those who don't finish a course.  Opportunities given as invites to come and review the courses in the Guitar Method.  Congratulations for finishing a course.  Offers for discounts, new courses, or guitar gear that addresses pain points at the delight stage.  Anniversary one year thank yous.  

[ContentStrategy]

1. Awareness stage: Welcome Email- highlighting your Why
2. Consideration stage: Storytelling focused- Client Success story highlighting- Services purchased, Testimonial and Case study snipet.
3. Delight stage: Bonus content with a personalized follow up video message.

[JKumari]

At Awareness Stage, we educate sellers about the benefits of automated selling in the recent time and how they can switch from manual selling

At the Consideration Stage, we send them solutions and how they can solve their problems facing manual selling 

At Delight Stage, we provide them offers, free guide, eBook to help them make better decision

[SKaur5]

Awarness, Consideration and Delight stage Email

[Dancedad]

Hypothetically I'm thinking our buyers journey would look like this..

1, An informative email with tips and the benefits of raising your online profile.

2, A free basic listing in our online directory

3, An special offer for 50% off the normal price of a premium upgrade of the listing

[JPinkney]

Awareness Stage: Thank them for subscribing and send them additional information regarding to their specific field.

Consideration Stage: Follow up email asking if they have any questions. Possibly provide a discount.

Delight Stage: Call and go over any details. Speak with the customer about their specific project. Provide information about how to make the purchase.

[nmonroe]

Awareness Stage: provide a 10% off your first purchase deal in response to signing up for an email subscription. Consideration Stage: if they hadn't responded to the first offer or email, initiate other other deals like BOGO, free shipping or just a simple reminder. Delight stage: ask the customer to leave a review after their purchase and provide a link to a survey descibing how easy it was to purchase, what they liked about the product and would they recommend others buying, etc.

[IMArevalo]

I'll be answering these based on the nature of my business.

1) Awareness stage: I'll be sending them an email containing an article about the benefits of having virtual assistants.

2) Consideration stage: I'll probably add educational content about the different virtual assistant services that they could avail. 

3) Decision stage: I'll send them my competitive pricing and the ways to set up a free consultation with me. 

[BRodgers-Rint]

• Awareness stage email- education material, comparisons
• Consideration stage email- opp to find out more, to connect with on different mediums
• Delight stage email- chance to reengage

[LMcLean]

Hypothetical Example- Product - Healthy Juices for Childen
Awareness-Thank prospective customer for visiting our website and signing up for our email subscription to receive product information, new product updates, nutritional information, and coupons.

Consideration - Post testimonals from parents describing no added sugars, all natural ingredients, and kid friendly flavors and packaging. Post children describing great taste. Compare nutritional information of juice competitors in the childen's market. Offer promotional code/coupon for 1st time buyers.

Decision - Send thank you email for purchase.  Request buyers write a review of their family's experience on our website and all social media platforms.

[abhijeetgaurav5]

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.

[GNecastro]

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. 

[Rushikesh10X]

Awarness satge Email-

Dear Connection,

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.

[KGarcia1]

Buying insurance online. 

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. 

[bsorden]

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.

[LAkers]

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.