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. 

[LKillion]

I like your reply. Do you think holiday emails could also fit into the other two stages as well so you can send and wish all potential and current customers happy holidays?

[BOlabayo]

That's right! Holiday emails should be sent to all contacts especially if it's to wish them a Happy Thanksgiving or Merry Christmas for example.

However, if it's about a holiday sales, one would have to consider the buyer's journey.

Whichever way, such emails should be sent early enough before open rates start to drop due to the festivities. 

[LKillion]

Thanks for your insights!

[EVarda]

Awareness stage email depends on the point of connection with your contact- can be an oboarding email, sending a free download link, etc.

Consideraion stage email will focus on sending related educational content to the one the contact consumed in the awareness stage. Basically, gauging what their interests and behavior patterns are.

Delight stage email will be promotional content. Exciting offers that could solve the problem the contact has.

[Somto]

An email should be able to communicate value, and be directed to the right person and at the right time.

[PNwabuike]

Awareness stage

Consideration stage

Decision stage

[abhikard]

A successful email is one that targets an interest so when sending emails,you should bear in mind if the email you're about to send will interest your target

Reply

0 Upvotes

[JRockey]

• Awareness stage email might look like an "About Us" or "Who We Are" email, perhaps signed from a CEO or leader in the company that is sending the email. 
• The consideration stage email might be one that promotes an ongoing sale, a coupon exclusive for the customer base, or promoting their most popular or new products.
• The delight stage email would be something like a cart reminder if a customer has filled their online cart, but abandoned it or sending coupons and sales that are personalized to the customer.

[DrKamila]

Awareness stage: About us and Educational emails matter.

Consideration stage: Continue to educate your contacts, and add value to their presence in your contact list by sending them personalized emails like holidays, birthdays, etc.

Decision stage: Offers and discount emails matter etc

[arue]

Sending an affiliate marketing product email - A subscriber opened the email and checked the products and clicked on the landing page to make a purchase. In this way, all of the buyer's journey stages of - awareness, consideration and delight were achieved.

[HBoamah]

Considering the time the subcribers, leads and customers are most active on their email platform before sending an email is important. For instance, my bank of which I am customer recognised I open my emails during the day so, the emails I receive from my bank are mostly during the day. This an example of a company considering the right time.

[ioyedemi]

you need to mindful of your target audience, you need to put yourself in the buyers shoe and make sure you target their pain point. 

[mercybliss]

A successful email is one that targets an interest so when sending emails,you should bear in mind if the email you're about to send will interest your target

[AArvind]

according to the three stage, we should recognise people which stage they are in and send email relevant to their stage 

[MLennon32]

Awareness stage email: "Oh I see that Brand X is having a sale this week."

Consideration stage email: "I may need some new shoes and I see that Brand X is having a shoe sale this weekend. I'll need to check around and see what everyone else has first though."

Delight stage email: "Wow...Those Brand X shoes I see in that email are cool, they're on sale, and it just so happens I need a new pair of shoes just like them."

[Hsaeed2]

Thanks

[Chunhui_0131]

For example, the IELTS website will send an official email to the test after registration. The email provides free IELTS auditions for the examinees. Education courses can help the examinees learn more about IELTS. This is a typical awareness stage email.

[EDaniel-Umoren]

In any form of buying, information and timing rules. You must have a convincing content and know when to shoot your shot 

[AlixJouan]

During the first stage : information about the products, how the company produce..., the second stage : what are the particularities of the product, the difference between them... and the third stage : what are the delivery conditions, methods of payments...

[Enanga]

awareness is the time the customer sees the email

consideration is when he thinks about how to react to

delight stage is his final decision

[MohamedZahran]

The customer is aware when he or she sees the email.

Consideration is when he considers how to respond to something.

His final choice is the delight stage.