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. 

[TGoon74]

Awareness stage: the welcome email

Consideration stage: product recommendation email, blogs, newsletters

Decision stage:  promotional emails and discount offers

[AChinenyeLili]

Awareness Stage: welcome email and brief/introduction about the product or services rendering

Consideration stage: Newsletter, Content like ebooks, webinar and your brand at large 

Decision stage: special offers, new product release

[CCaviedes]

Awareness stage email, This can be a welcome e-mail.
Consideration stage email, This can be educational and Testimonials from our active customers
Delight stage email, This can include information about contacting the sales team and reading and sending a cuote on service they're interested 

[Ameni-Belhaj]

Awareness stage email

Consideration stage email

Delight stage email

[ankur5]

• Awareness stage email - Tutorials, Displaying Advantages
• Consideration stage email - Free Trial, Statistics
• Delight stage email - Review about trials,Offer for becoming paid user,Benefits for using premium features

[Aya-hame]

how to tailor these stages for b2b, the most important question is how the consideration and delight stage is different?

[fnuraini]

1. Awareness stage email: welcome email, introducing brand.
2. Consideration stage email: storytelling, educational information, behind-the-scene content, testimonials content, proof of the work
3. Delight stage email: the sense of urgency content, discount, exclusive offer

[Funmbi]

Awareness stage: Welcome emails, Brand story.

Consideration stage: Free trials and Special offers, Product reviews, Testimonials.

Decision stage: Sales and Discount offers.

[CrystalC]

I have two examples as I'm working on marketing for a design agency and a sports massage therapy studio. 

Design Agency:

Awareness: How consistent and well-designed branding can build customer trust and grow your business.

Consideration: A case study of how we revamped a similar industry's branding and how that impacted their marketing.

Delight: Share client testimonials and feedback. 

Sports Massage Therapy Studio:

Awareness: How medical massage can improve performance

Consideration: How professional therapist was able to aid the client 

Delighted: Share testimonials of previous clients

Helpful, non-critical feedback is welcomed!

[AIbrahimShuaibu]

• Awareness stage : Aquisotion email, Welcome email, Email with a free lead magnet. 
• Consideration Stage: News letter, Educational Content, Special offers and free trials. 
• Decision  Stage : Promotional emails, discount offers, educational content, newsletters. 

[Hector-Guzman]

Awareness: Welcome emails, introductions, and services we offer clients who might be interested based of course on its segmentation.

Consideration: Product detail, free trials, demo lessons, and more profound information about a specific certification or course.

Delight: Testimonies, exclusive offers, tailored products on-need basis.

[yoonalang]

• Awareness Stage Email- introducing the company, welcome
• Consideration Stage Email- trials, in-depth introduction to the products, latest products, testimonials
• Decision Stage Email- new promos, exclusive deals

[Rjs]

• Awareness stage email - Acknowledging the opt-ins, product lineup
• Consideration stage email - Offers, Sustaining emails
• Delight stage email - Sales, Returns, Retainers

[abdulsaeed]

• Awareness stage email -  Awareness-stage content must be educational and compelling enough for the buyer to want to continue on through the journey with you.
• Consideration stage email- The consideration stage is where they seek specific solutions to their problem and compare the various options. They consider which solution would work best for them. They won't make the purchase yet at this stage, but they will evaluate and narrow down their options.
• Delight stage email-  They will become loyal brand ambassadors. You need to provide excellent service and show them that your relationship with them does not end once they've spent their money.

[Caroline_03]

I agree with your perspective about the Buyer's Journey 

[PKumar2]

Awesome tutorial

[MHanna5]

• Awareness stage email- This is literally an email to make the individual aware that the product exists i.e a travel comparison website 
• Consideration stage email - In this stage we want the email to impact the decision they make about the product that's on offer. i.e discounts on this travel site if you use this code or whatever 
• Delight stage email - this is when our emails have done the job and convinced them the product was right in such a way they have to tell other people thus completing another type of product marketing 

[Dvaghasiya]

• Awareness stage email - Acknowledge email, Product detail email
• Consideration stage email - Follow-up emails, offer and discount emails.
• Delight stage email - Final discounts mails and onboarding mails

[AP49]

 

Awareness stage

Consideration stage

Decision stage

[SThakur75]

Awaress stage- Welcome to the team email, newsletter

Consideration stage- Holiday discount emails, special offer email, product reommendation email

Delight stage- Abandoned cart email, greeting for sucessful orders, next purchase discount coupon.

[BOlabayo]

Below are examples of emails that can be sent during each stage of the buyer's journey:

1. Awareness stage - Welcome email, Newsletters, Join a community, Progress email

2. Consideration stage - Holiday emails, Timed discounts, Product recommendations, Testimonials/Reviews

3. Decision/Delight stage - Abandoned cart email, Incentive, Next purchase discount,