Jul 11, 20214:08 PM - edited Aug 12, 20218:55 AM
HubSpot Employee
What does email look like through the buyer's journey?
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.
What does email look like through the buyer's journey?
1. Awareness - this e-mail will help the customer realize that they are looking for something or they have a problem (f.e. a new phone case needed for their phone)
2. Consideration - Why should they buy at my store? Sending them benefits, information, testimonals, offering help to take into consideration to order.
3. Delight - Following up on the customer after the purchase, are they satisfied? Ensuring that the customers feels noticed and supported by the company.
What does email look like through the buyer's journey?
For my example, I will use a commercial furniture client that is strictly B2B:
1) Awareness stage: I would first identify these people as cold contacts or prospects, someone who knows about the company but has not yet engaged with a project. I would send them the educational information about the trends in office space/the 5 things you need to know when selecting a furniture vendor.
2) Consideration stage: This group would include prospects that have received a presentation or proposal, but have not made a purchase. I would send them recently completed projects, specifically how they helped the client reach their goals. I would also send them information on our process and how it solves their pain points.
3) Delight: Thank you email, including did you know/how they helped the company and an opportunity to complete a survey about their experience.
What does email look like through the buyer's journey?
Awareness: Thank the contact for showing interest in the product, send them more information, tell them you will reach out to them at a date in the future.
Consideration: Enquire if the contact needs more information, offer them a product demo
Delight: follow up with the contact to check they have everything they need, give a free gift
What does email look like through the buyer's journey?
Hypothetically:
1. The awareness stage: customers are aware of our business and want to know more about the services that we provide, thus theyve opted into emails that would send them deals or promotions, new services, or emphasizing the services that they are intersted in looking at. At this stage, the email would give more information that would help the customer come to a decision.
2. Consideration: A customer has reached out to learn more about a certian procedure and they may want more information to solidify their decision. They may reach out with specific questions targeted towards that. In this stage, the email we want to send may provide resrources or opportunities to chat with sales or specialists. We may also send them reminder emails about the product or sevice they're considering.
3. Delight: This stage, we want to thank the customer for using our service, and possibly offer incentives to keep them engaged. WE may also send a feedback form to geather more information about their experience, which will help us tailor future emails about products and sercvices they'r more likely to try. We may also send recommmedation emails based on the service.
What does email look like through the buyer's journey?
I am a company that sells budget holidays during the summer and all times through the year.
Awareness stage: I want them to subscribe or simply provide their email address so I can provide them with some attractive deals with people looking joyful and great scenery. In the design of the email it would be beneficial for the company to design an eye catching logo. I could change the colour of the logo for different countries as it might appear on a map or a car that is made in their. My advertising would boldly project the perks and attach a slogan (ie cheaper and safer than thomsons etc). During this stage I would want them to fill a form so my database can match up to their best needs for a holiday.
The consideration stage would provide an email or emails of the most exciting resorts within the affordability bracket. I would provide links to previous reviews and pictures of the happy holiday goers partying in the clubs or on the beach. My business model would want to include and prioritise some of the most immediate bookings and largely availiable vacancies to stay.
The delight stage would include a large thank you email with special fonts along with a video from the head of sales or chairman assuring customer satisfaction and security is the prime concern of the travel consultation. The email would also provide more offers for discounts for friends, family or three year membership with the organisation. I would also include a refund notice if the buyer would change his or her mind. At the bottom there would be a chat facility if they had any more questions to pose to customer service.
What does email look like through the buyer's journey?
I am working for an international learning center and as my company, we will have different types of email for each buyer's journey
- Awareness stage email: we will let them sign up for content series and share weekly educational news to them
- Consideration stage email: we will send them monthly email about something related to our company's news like opening new learning centers, marketing new products, offering new promotions or sharing new content series
- Delight stage email: we will send them monthly email about student's work, next month's educational plan, detailed new campaign with promotion
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