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?
WHAT DOES EMAIL LOOK LIKE THROUGH THE BUYER'S JOURNEY?
* Awareness Stage Email: Must be educational. Have details that can build trust of the customer.
* Consideration Stage Email: Leads need emais that have in-depth details. Showing samples can be helpful in persuation to carry on with the buyer's journey by sharing a link to a video demonstrating the value.
* Delight Stage Email: It should have an assurance that it's in their best interest to commit to buying.
What does email look like through the buyer's journey?
Awareness stage
I believe at this stage we have leads who are potential customers. For email marketing, we are dealing with leads who have shown interest in the value we intend to deliver, which is why they chose to subscribe to our email. They will be looking for information about the value you intend to deliver, as indicated in the subject line.
The type of email
It must be educational. It should have details that can build trust. The targeted recipient should know more about the value you want to deliver as well as be able to create interest for the potential buyer to move to the next stage in the buyer's journey. Otherwise, it will be disappointing to attract them to click and open and lose them in the first stage.
Consideration stage
Having the potential buyer move to this stage is not a guarantee they will reach the apex of the buyer's journey. At this stage, we only have leads that must be converted into potential customers. What is the customer looking for at this stage?
Type of email At this stage, the customers are informed but they might not be persuaded yet. I think the leads need emails that have in-depth details that offer relevance on how the value you want to deliver will solve their problems. Also, details on usefulness and ease of use can be convincing. Sharing a link to a video demonstrating the value or product in use or showing samples can be helpful in persuasion to carry on with the buyer's journey.
Decision Stage
This is the critical stage where the business must convert the leads into customers or customers into returning customers. At this stage, some have decided others remain indecisive until you have to tell them what to do next.
The type of mail must convince the recipient to say "This is it; this is what I have been looking for".
The email must have assurance that it is in their best interest to commit to buying. A call to action is all they want to hear. CTA is critical since after all, the conversion of a lead to a customer or customer to a returning customer is the sole goal of email content marketing.
What does email look like through the buyer's journey?
Awareness Stage:
Educational Content: In the awareness stage, your emails should focus on providing valuable, educational content to raise awareness about a specific problem or need that your product or service can address. This content could be in the form of blog posts, infographics, or guides.
Email Types: Use introductory emails or newsletters to introduce recipients to your brand, product, or industry. These emails aim to build trust and establish your expertise in the field.
Consideration Stage:
Comparative Information: As potential buyers move into the consideration stage, they are actively researching solutions. Your emails should provide comparative information, such as product comparisons, case studies, or expert insights, to help them evaluate their options.
Email Types: Send product-focused emails, whitepapers, webinars, or product demos. These emails should emphasize how your offering is superior to competitors and how it solves the specific challenges your audience faces.
Decision Stage:
Conversion-Oriented Content: In the decision stage, your emails should be more focused on driving conversions. These could include special offers, discounts, testimonials, or free trials to encourage the final decision to purchase.
Email Types: Send emails with strong calls to action, such as "Buy Now" or "Start Your Free Trial." Use personalized messages that address the recipient's specific needs and demonstrate the value of your product.
Post-Purchase and Advocacy:
Support and Loyalty Building: After a purchase, emails can continue to nurture the customer relationship. Send order confirmations, shipping updates, and post-purchase content like user guides or how-to videos.
Encourage Advocacy: Encourage customers to become advocates for your brand by leaving reviews, referring friends, or sharing their experiences on social media. These actions can contribute to a positive brand image and help attract new customers.
What does email look like through the buyer's journey?
Awareness stage email - Is when you your potential customers recognise your brand and start Consideration stage - That is when then potential customer starts to engage with your brand whether on social media or reading your content/ blog online ur even follow you on social media
The delight stage- That is when your cistomers become your ambassadors for your brand, they start recommnding your brand to other potential customers, or should i say they become raving fans
Awareness stage- That is when your customers start engaging with your brand and are reading about your btand to learn more about your products/services, it builds trust for your brand because the customers know more about what you do.
What does email look like through the buyer's journey?
Stage 1: Awareness
New subscribers enter the buyer's journey from the beginning of the funnel (or at the top if you want to be specific). It's the largest segment of the journey because it casts a wide net of readers interested in what you have to say and includes those who are both simply “looking” and those with an intention to buy. As we move through the stages, the net becomes smaller and smaller as people’s intentions differ.
Stage 2: Consideration
Once the customer is aware of your business and they like the message you’re promoting, it is likely they are moving towards the consideration stage, but you've got to remember they're not quite ready to click "buy now".
Stage 3: Decision
Once you’ve secured some qualified leads, like a panther - it’s time to pounce. As they weigh up the pros and cons of buying your product (and other products, too), it’s your job to help them make the right decision. Since 59% of consumers say that marketing emails influences buying decisions, it's game time, team.
What does email look like through the buyer's journey?
Email marketing can play a crucial role throughout the buyer's journey, which typically consists of the following stages:
Awareness: In this stage, emails should focus on providing valuable educational content and introducing your brand, products, or services to potential customers.
Consideration: Send emails that showcase the unique features, benefits, and value propositions of your offerings, helping prospects evaluate their options.
Decision: Provide social proof, customer testimonials, limited-time offers, and other persuasive content to help prospects make a confident purchasing decision.
Post-Purchase / Retention: Send follow-up emails to express appreciation, provide order details, and offer additional resources to ensure a smooth post-purchase experience.
Advocacy: Encourage satisfied customers to leave reviews, refer friends, or share their experiences, nurturing brand advocates and fostering loyalty.
Re-Engagement: Reach out to inactive or disengaged subscribers with targeted re-engagement campaigns to bring them back into the buyer's journey.
Remember, the key is to tailor your email content and messaging to address the specific needs and concerns of your audience at each stage, ultimately guiding them towards making a purchase and building a long-lasting relationship with your brand.
What does email look like through the buyer's journey?
What does email look like through the buyer's journey?
Email plays a crucial role throughout the buyer's journey in the context of a customer's interaction with a business or brand. The buyer's journey typically consists of three main stages: Awareness, Consideration, and Decision. At each stage, email communication can be utilized to nurture leads, build relationships, provide valuable information, and encourage conversion. Here's how email looks through each stage of the buyer's journey:
Awareness Stage:At this stage, potential customers are identifying a problem or need they have but might not be aware of specific solutions. Email content here should focus on educational and informative materials to address their pain points and build awareness of your brand or product. Types of emails include:
Welcome Emails: Sent to new subscribers or leads who have just shown interest in your brand, providing a warm introduction and thanking them for joining.
Educational Content: Emails with blog posts, infographics, or videos that offer valuable insights and information related to the customer's pain points.
Newsletters: Regularly scheduled emails that showcase your expertise, share industry news, and provide helpful tips.
Consideration Stage:During this stage, potential customers are actively researching and considering different solutions to their problem. Email content should focus on showcasing your products or services and demonstrating how they address the customer's needs. Types of emails include:
Product Demos: Emails offering video or interactive demos of your products/services to showcase their features and benefits.
Case Studies/Testimonials: Emails that highlight success stories and positive experiences from previous customers.
Comparison Guides: Emails that compare your offerings with competitors' to help customers make an informed decision.
Decision Stage:In the decision stage, potential customers are ready to make a purchase or choose a solution. Email content should provide the final push to convert leads into customers. Types of emails include:
Promotional Offers: Exclusive discounts, limited-time deals, or special offers to incentivize purchases.
Free Trials/Consultations: Emails inviting customers to try your product/service for free or sign up for a consultation.
Abandoned Cart Emails: Sent when a customer leaves items in their shopping cart without completing the purchase, encouraging them to return and complete the transaction.
Throughout the buyer's journey, personalization is crucial. Businesses should segment their email lists based on customer behavior, interests, and preferences to deliver relevant content. Automation tools can be used to schedule emails based on triggers, ensuring timely and targeted communication.
Remember, the goal is to build trust, establish credibility, and provide value to the customer. This approach helps create a positive customer experience, leading to long-term relationships and repeat business.
What does email look like through the buyer's journey?
How I decided to buy an indoor bike on Amazon
In November of last year, I was looking on Amazon for indoor bikes. As an exit to the app, I received an email about the best indoor bikes - The awareness stage.
A few days later, Amazon sent me another email about the bike. this time it was a personalized email about a certain type of brand. I then do extensive research on the branded bike - Consideration stage
Received an email on reviews. therefore I looked at customer reviews and pictures about the bike. I made my decision to buy it. - Decision stage.
What does email look like through the buyer's journey?
Each email should be guided by a strong intent. This would be the optimal blueprint :
Step 1: Awareness Stage
Goal:Grab attention and create curiosity.
How to do it: Craft engaging emails that showcase your brand's value and solutions. Use relatable language and emotions to connect with your audience and spark their interest. Focus on highlighting the problems your products/services can solve.
Step 2: Consideration Stage
Goal:Provide informative content to help prospects make informed decisions.
How to do it: Tailor your content to highlight the benefits of your products/services. Show prospects that you understand their needs and offer valuable solutions. Use comparisons and customer reviews to provide unbiased insights.
Step 3: Delight Stage
Goal:Strengthen customer loyalty and satisfaction.
How to do it: Express appreciation and maintain excitement with delightful content. Share success stories, exclusive offers, and personalized perks. Make customers feel valued and happy about choosing your brand.
What does email look like through the buyer's journey?
Email plays a crucial role throughout the buyer's journey in the context of a customer's interaction with a business or brand. The buyer's journey typically consists of three main stages: Awareness, Consideration, and Decision. At each stage, email communication can be utilized to nurture leads, build relationships, provide valuable information, and encourage conversion. Here's how email looks through each stage of the buyer's journey:
Awareness Stage: At this stage, potential customers are identifying a problem or need they have but might not be aware of specific solutions. Email content here should focus on educational and informative materials to address their pain points and build awareness of your brand or product. Types of emails include:
Welcome Emails: Sent to new subscribers or leads who have just shown interest in your brand, providing a warm introduction and thanking them for joining.
Educational Content: Emails with blog posts, infographics, or videos that offer valuable insights and information related to the customer's pain points.
Newsletters: Regularly scheduled emails that showcase your expertise, share industry news, and provide helpful tips.
Consideration Stage: During this stage, potential customers are actively researching and considering different solutions to their problem. Email content should focus on showcasing your products or services and demonstrating how they address the customer's needs. Types of emails include:
Product Demos: Emails offering video or interactive demos of your products/services to showcase their features and benefits.
Case Studies/Testimonials: Emails that highlight success stories and positive experiences from previous customers.
Comparison Guides: Emails that compare your offerings with competitors' to help customers make an informed decision.
Decision Stage: In the decision stage, potential customers are ready to make a purchase or choose a solution. Email content should provide the final push to convert leads into customers. Types of emails include:
Promotional Offers: Exclusive discounts, limited-time deals, or special offers to incentivize purchases.
Free Trials/Consultations: Emails inviting customers to try your product/service for free or sign up for a consultation.
Abandoned Cart Emails: Sent when a customer leaves items in their shopping cart without completing the purchase, encouraging them to return and complete the transaction.
Throughout the buyer's journey, personalization is crucial. Businesses should segment their email lists based on customer behavior, interests, and preferences to deliver relevant content. Automation tools can be used to schedule emails based on triggers, ensuring timely and targeted communication.
Remember, the goal is to build trust, establish credibility, and provide value to the customer. This approach helps create a positive customer experience, leading to long-term relationships and repeat business.
.png "HubSpot Employee"){kind=icon}
