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. 

[jlorenzo2378]

• Awareness stage= 
  • All Educational material for the beginning; 80/20
• Consideration stage= 
  • Still educating, but also layering in products that help with this part of their journey, as us any questions
• Delight Stage=
  • Ready to buy, and you are there as a guide to answer more follow-up questions, and instill confidence

[CChan2]

Awareness stage email is to educate them about the products or services.

Consideration stage email is to explain all the benefits they could get.

Delight stage email is when you are making an offer.

[Kulpix]

• Awareness stage email - making the client/potential client aware of a service or product you offer that can improve thier life
• Consideration stage email - educating clients/potential clients on other ways your product service could improve thier life
• Decision stage email - Helping them make the final decision of the process

[AEspey]

Awareness Stage - At this stage, which is where most of our contacts are now as we are just starting email marketing, we are educating our contacts on the techniques, processes and general principles that could help them on their journey.  It is purely educational and has various types of headlines to grab their attention based on where they say they are at in their personal journey.

Consideration Stage - At this stage the emails that we envision crafting will discuss the benefits and value derived from using the techniques and processes that we present in moving them towards their goals. We'll do this by using some comparisons to other alternative actions such as:

1. doing nothing (inaction is a huge competitor because it is considered "safe")
2. testing alternative solutions

We'll use comparative info and studies in emails to address #2. To address #1 we are crafting a campaign that helps the contact envision themselves reaping the benefits and enjoying what life is like with the result of this action.

Decision Stage - At this stage we envision developing a personalized email campaign focused on the ease of buying and how that one easy decision can lead to benefit and reward. It can move them away from a challenge and towards a solution. One that they will thank themselves for taking today and scold themselves for not taking the action sooner.

[HSalawu3]

I work at a Graphic Design Community.

Awareness stage: We launch an ad that calls out the attention of graphic designers and creatives alike.

The target audience who sees this clicks on the URL and navigates to a medium post to read and know about our community.

Consideration stage: At the end of the post which creates awareness, the reader is invited to fill out a form to show his interest in joining the community.

For him to read to the end, he has most likely considered joining to enjoy the benefits of being a member at a point in time.

Decision stage: Here, he decided to fill out the form, put out his email address and receive newsletters from us.

An email is sent afterwards which contains a link to join the closed community which leads to his final decision, to join or not.

[TGMorris]

In the awareness stage email, we need to engage with the customer's curiosity and reward it with knowledge that leads to consideration - in the delight stage we have successful and loyalty-building interactions with customers.

[Deepaak]

Thru real world example of a typical B2B customer engagement cycle, we will try to map the email through the 3 stages in the buyer's journey.

1. Awareness Stage

In the awareness stage, the potential buyer is acutely aware of his problem statement and is actively researching online for a solution to his problem (mostly via Google Search).

Thru Google Analytics we can research the keywords to identify these prospects who have landed on our product website and browsed thru our pages and segment the potential buyers who are in the awareness stage. One we have identified the prospects in the awareness stage, we can craft trigger email campaigns to these prospects that are relevant to their needs and interests.

2. Consideration Stage

Now having identified the buyers in the awareness stage, we can launch an email marketing campaign, say for example an email campaign to invite them to attend a product webinar. Prospects who register to our webinars can be considered as leads and who are in the Consideration Stage of their buying Journey.

Prospects in the consideration stage can also be identified and segmented by those who are repeatedly returning to the website product pages or who are actively reading thru the product reviews.

3. Decision Stage

Now that we identified hot leads of prospective buyers who in the consideration stage of their buying journey, we can launch series of email campaigns to entice them to take a buy decision and to move these prospects to the decision stage.

Emailers such as Case Studies, 15 or 30 Day Free Trials, Free Shipping Offers etc are some examples that can be pushed to the buyers in the decision stage.

[KHarrison09]

Awareness Stage- educating them about the products

Consideration Stage- explaining all the benefits

Delight Stage- Make the offer

[CVento]

Awareness stage email - educating about products

Consideration stage email - explain benefits

Delight stage email - make offer

[JMesi]

In the awareness stage, when it comes to a B2B context, we need to apply simplicity that could introduce our product to them and sort of educate them about what we do.

In the consideration stage, where we can now see their activity and engagement, we can send them a push that could give them more information regarding our product and how we can deliver them value by using our service. This stage is where our leads will be thinking about whether they should purchase or not. 

In the decision stage, we could give them a final image of our product by providing them with further information or by offering them a consultation call or demo. 

[SPerea]

In the awareness stage, we need to educate the customer and share value and content that is relevant to their specific needs and interests without being salesy or pushy. In the consideration stage, we can share information about our services and how this service impacts them, solve a specific issue, need or entertain them depending on the industry we're part of and the type of product or service we offer. In the Delight stage, we can make an offer and present an action plan that can help the contact make a final decision that should be purchasing our product or service

[puneethck575]

Awareness stage of emails as they begin to engage with our product, we need to educate them in a simple and understandable way through quality email content.

Consideration stage of emails as they begin to engage more and we educate them with additional information or give them a boost to make them make a purchase

Delight stage of emails as they are almost sure of making a purchase then give them offers, coupons, or any extra or future benefits to make them happy with the final step of buying. 

[anu2]

Awareness Stage - Depending upon how we got the email address, send contextual email educating the customer about how oue products can be useful to him/her.

Consideration stage - Send email that shares customer testimonials and discount email/ promotional offer.

Delight - After the customer purchases product, send email, congratulating for taking the right decision. 

[Kykes]

Awareness Stage

The email should aim at educating the lead on the product or services that you offer. And ensure to provide necessary information that will attract the attention of the lead. You will not want your email to end up in the trash.

Consideration Stage

At this stage, it is important to send the right contextual massage to those who are reading the email. Care should be taken to know what not to send. You need to build trust, and let your email be human and helpful.

Delight Stage

The customers at this stage needs your guide throug the buying process. Remember your goal and ensure that you provide value to the customers so that you can close the deal.

[FQureshi]

A Pandora box, everybody reads for a minute or two.

[JJamesU]

Very creative. 😀

[MMorgan7]

Our client journey is probably much different than what a buyer's journey is, as we are not selling products to our clients, but working on getting them to convert into other services (we're a nonprofit) after their initial engagement with us.  Yes, they get free clothing, but how do we get them to come back for career coaching or virtual workshops, which are also free to them?  

I think segmentation here helps, however, we don't have any previous client activity other than manually if they attended a workshop or completed a coaching appointment that shows they're interested in furthering their professional aspirations. 

Client journey is hard to define, especially when our dormant clients out number our active clients and organization is not willing to do a little  weeding to better serve those aligned in our mission. 

[Jupi_x]

In the beginning of the buyers journey, I think a good email to send to someone who's considering a product or service is to educate them about it. This is where you'll give them the details on why your business/product is good, maybe how its helped others, and information about your services. If they're in the consideration stage, I think it would be good to personalize your email more and try to understand their needs by giving them more insights about it. In the delight stage, I'd probably send an email of recognition, noting how they've been a customer for so long, or sending a discount.

[MUgwuja]

Awareness stage where the buyer is informed about the products. Every detail in regards to the product is made available to the buyer. 

Consideration, the buyer has to be allowed to digest the information under his disposal. From here, decision will be made whether to buy or not. 

[AFaith4]

• Awareness stage email
• Consideration stage email
• Delight stage email