Seial Entrepreneur

The recipe for Ideal Email Messages for every Stage of the Client’s Journey


Online search has changed everything.

A few years ago, it was easy to attract clients to the network: reassure the potential buyer that your product is the best, and push it to make a purchase. But today this approach does not work anymore.

Now customers can search for products on the Internet, compare brands and prices, analyze their reputation and choose the best option for themselves.

This process – from awareness of the problem to making a purchasing decision – is called a buyer’s journey …

… and this is one of the most important marketing concepts in which one needs to be well versed.

Today, 67% of clients travel online. That’s why it’s so important for marketers to create email campaigns that will educate, inform and prepare potential customers for action.

However, until now effective work with the travel of buyers remains a problem for many marketers.

According to a recent study by DemandGen, 61% of B2B business owners consider the creation of targeted content focused on interests and the stage of travel of buyers, the most difficult task in the preparation of leads.

In today’s article, we will help you figure out how to tie email campaigns to travel clients, how to make suitable offers to people who are interested in them, choose the ideal time for this, and how to develop long-term relationships with consumers.

What is a client’s journey?

According to HubSpot, the client’s journey is an active process through which the buyer passes, from acquaintance with a new product or service, to its consideration and purchase.

This trip can take place from three and fifteen stages. Below we consider only three basic stages:

  1. Awareness
  2. Consideration of
  3. Resolution

It is important to note that communication with customers will largely depend on the stage of the journey they are in. It is also important to take into account the peculiarities of your market and the duration of the consumer’s presence in the sales funnel. Remember, the whole process can take up to three years.

How can I convert potential buyers using the available data?

1. Awareness

Imagine that your back hurts. You start looking for a solution to the problem on the Internet. After analyzing several dozen articles, you understand that it’s not in your back, but in a bad mattress.

Now that you have realized your need, you are looking for a solution. This is how every potential buyer begins his journey.

Often people find your brand through organic or paid search, as well as through content.

Birchbox, for example, uses content marketing:


And M.Gemi prefers Facebook advertising:


Your goal at this stage is to train, entertain or inform using interesting and relevant email campaigns.

It is also important to maintain high rates of engagement (discoveries, clicks, etc.), segment new visitors by interests and strengthen their relationship with the brand.

Harry’s uses the content to educate potential customers with the right shaving technique, and positions himself as an expert in this field:

Metrics that need to be tracked during the stage of awareness:
  • Sessions – this is especially important if you are attracting traffic to product pages on the site.
  • The ratio of new and old visitors – determine if customers return to your site.
  • Involvement – Do recipients discover your letters, do they follow links.

Here’s what to do before creating an electronic message for the awareness stage.

1. Identify the triggers

Most people begin their journey under the influence of a certain trigger or event.

For example, a potential client is invited to an official reception, and he needs to learn how to tie a bow tie:


Enter Google Analytics to determine triggers.

If you use Google AdWords to attract customers, click Traffic sources – AdWords – Search terms :

If you use organic search, select Traffic Sources – Search Console – Queries :

When analyzing queries, it’s important to exclude branded search to identify potential customers who are not familiar with you.

Analyzing these data will help you create campaigns that are relevant, interesting and useful to your ideal buyers.

72% of customers use Google at the stage of awareness, which is why it is important to monitor their ranking.

2. Interview existing customers

When examining existing clients, it is important to collect both qualitative and quantitative data. The latter are easier to generalize, and the first will help you understand why customers prefer your brand.

You can ask the following questions:

  • How would you describe yourself with one sentence?
  • When did you first hear about us?
  • What do we lack?
  • What is the biggest problem you are facing now?
  • What happens if you can not solve the problem?
  • What three facts almost made you change your mind about making a purchase?

Try to interview at least 100 people. The more data you can collect, the better you’ll understand what your customers like and dislike.

3. Create a buyer’s person

Having enough data, you will be able to identify certain patterns. Their comparison with knowledge of the market will help you create buyers’ personalities for every ideal customer.


Person can create one or more, depending on the number of products. Understanding the ideal client will help you choose the right content for email campaigns, the tone and style of the text, and channels for distribution.

2. Consideration of

Let’s return to the first example with a back. So, you have defined your goal (to replace the mattress) and want to solve the problem as quickly as possible.

At this stage you start to consider different approaches to the solution, for example, start looking for a mattress on the network.

At the review stage, potential clients have clearly identified their problem and are beginning to explore various methods for solving it.

Casper, a company specializing in mattresses, adds playful reviews to emails for this stage:


Shopify offers free online training with product demonstration:


At this stage, you do not need to ask users to make a purchase. It is important to entice a potential client so that he wants to continue to interact with your brand.

Those consumers who follow links and participate in webinars are more likely to become clients than those that simply open messages.

Metrics that need to be monitored during the review phase:
  • Returning visitors – it’s possible that some recipients interact with your messages more actively than others.
  • Registration on the webinar – the number of registered users should not fall

3. Solution

At the decision stage, consumers have already decided on the approach and begin to choose the supplier of the required product or service.

For example, they wonder how your product works, whether he likes other people and what experience he offers. Consumers evaluate and all processes from the order to receipt of the goods. Therefore, often delivery conditions significantly affect the decision to make a purchase.

According to a recent Baynard Institute survey, 61% of users leave the goods in the basket because of an additional charge for shipping.

Asics stresses in the messages when leaving the basket the advantages of their free delivery:


Also at the decision-making stage, many potential customers want to try the product before purchasing.

That’s why companies like Lemonstand offer a free trial:


Free shipping offers, free trial versions and cases are ideal for electronic messages at this stage.

Dollar Shave Club, for example, offer to try their product for free (also with free shipping):


If the vital worth of clients allows you to make such generous offers, do not miss this opportunity. It is simply impossible to resist them.

In addition to closing the transaction, at this stage you should aim:
  • Optimize conversion – increase the opening of letters, clickability, reduce the frequency of leaving the basket and create more tempting topics for letters.
  • Increase income – offer related or similar goods.
Metrics that need to be monitored at the decision-making stage:
  • The value of the customer’s life cycle (LTV) – based on these data, you can make really tempting offers.
  • The cost of attracting a customer (CPA) – especially this indicator is important if you use paid channels to attract customers.

Rate the metrics correctly and you can earn $ 38 for every dollar spent.

Beyond the journey

It may seem that the journey ends when the consumer becomes a buyer. But this is not so. You must continue to offer value even after making a purchase.


So you can not only lower the rates of mailing lists, increase customer satisfaction, but also turn them into true fans of the brand. And from this, any business wins.

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