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Buyer Journey and E mail Advertising

You in all probability have a super journey for purchasers in thoughts—they see your model, love what it’s a must to provide, make a purchase order, and hold coming again for extra. However the actuality isn’t often that linear. 

That’s the place the client journey may also help. It tracks the trail your prospects really take as they work together with your online business, from encountering your model for the primary time to changing and past. 


The shopper journey is a key advertising and marketing framework that makes use of information from all of your channels to grasp the client’s expertise. Mapping this journey helps you enhance that have, which extends your relationship with the client. 

E mail is among the most essential advertising and marketing channels for shifting prospects by way of every stage of the client journey. That’s as a result of e-mail is among the most direct methods to nurture prospects with personalised communications linked to their actions. 

This submit will cowl how you need to use the client journey to tell your e-mail advertising and marketing technique. 

Why is the client journey essential?

The shopper journey helps you perceive prospects’ behavioral patterns as they transfer towards a conversion and the touchpoints alongside the way in which. A touchpoint is any interplay along with your model, akin to visiting your web site, following your social media channels, signing up to your e-mail listing, and fascinating with advertising and marketing emails. 

However maybe extra importantly, mapping the client journey helps you perceive any roadblocks that deter a possible buyer from taking the specified motion. As soon as you already know what’s stopping them, you may clear the way in which for a extra optimistic buyer expertise—that hopefully results in conversion.  

Mapping the client journey for e-mail advertising and marketing

Mapping your prospects’ journey takes a whole lot of information throughout channels, as your prospects sometimes encounter your model on a wide range of platforms. 

For this submit, we’ll concentrate on one in every of these channels—e-mail—and how one can align your technique to the client journey map. Utilizing e-mail automation, you may make sure the recipient will get the suitable message on the proper time to assist them transition to the subsequent stage

As you map the client journey to tell your e-mail advertising and marketing technique, listed below are some key elements to contemplate and inquiries to ask your self. 

Shopping for course of

Begin with essentially the most available information—your gross sales, sign-ups, or whichever conversion metrics you measure. Ask your self, how are prospects buying your services or products? Do they go to a retailer or buy from social media adverts? 

Understanding this course of may also help you tailor your advertising and marketing emails. For instance, if a buyer makes a purchase order from an Instagram advert, you may goal them with related e-mail messaging, akin to an influencer marketing campaign, that’s prone to resonate. If, alternatively, a buyer sometimes purchases in individual, ship them a coupon to redeem at their most well-liked location.   


Subsequent, look past conversions and dig into the actions prospects take at every touchpoint. Do they comply with you on social media, peruse your merchandise in your web site, or search on-line critiques? 

The higher you perceive the person’s actions, the extra related emails you may ship. For instance, if customers sometimes seek for critiques earlier than making a purchase order, you may embrace buyer critiques in your advertising and marketing emails. 

Ache factors and obstacles 

After discovering what actions your prospects take, you’ll have to go a step additional to handle their ache factors. 

Ache factors are the moments when prospects expertise unfavorable feelings (e.g., anger, frustration, and so on.) that derail them from the motion you need them to take. Positive, feelings will be more durable to deduce from the client’s actions, however feelings are additionally essential to understanding the journey—particularly the unfavorable ones. 

Whereas it’s nice to know when prospects have a superb expertise with your online business, it’s extra essential to grasp the place they encounter obstacles. On-line critiques and customer support interactions are nice locations to gauge customers’ feelings and discover the ache factors alongside their journey. 

For instance, are you getting a whole lot of complaints in regards to the checkout course of? Are prospects saying they’d a unfavorable expertise with customer support? Do orders take too lengthy to ship? These are the sorts of obstacles that may reduce your relationship with the client brief. 


Don’t cease at understanding prospects’ ache factors. When you’ve gathered this information, work to resolve the commonest points and clearly talk your options to prospects. 

For instance, say you obtained a whole lot of complaints in regards to the sophisticated checkout course of in your web site, so that you employed an online developer to revamp your web site and make the shopping for course of extra streamlined. There could also be some previous prospects who haven’t returned to your web site since their final dangerous expertise, so allow them to know that you simply fastened the difficulty. 

You are able to do this by selling your new web site in a advertising and marketing e-mail and giving recipients an incentive to test it out, akin to a reduction on their subsequent buy. 

Aligning your e-mail advertising and marketing technique to the client journey

After getting a transparent understanding of how prospects uncover and have interaction along with your model, you may tailor your e-mail communications to fulfill them alongside the completely different levels of the journey. Let’s take a look at how one can align your e-mail advertising and marketing technique to the client journey. 

Model consciousness

That is when the person first encounters your model, whether or not they discover you thru a Google search, see an advert on social media, or hear about your model elsewhere. 

The model consciousness stage is a chance to seize a person’s e-mail deal with to attach with them extra immediately. To do that, promote your e-mail program on the touchpoints the place customers sometimes first find out about your model. For instance, if a whole lot of customers uncover your online business by way of your weblog posts, make sure to embrace an e-mail sign-up type or hyperlink in your weblog. 

You can too sponsor different newsletters in your business, promote your e-mail program on social media, and extra. And don’t overlook so as to add a sign-up hyperlink inside your publication in order that if a subscriber forwards it to a good friend, they’ll enroll as properly. 


At this stage, customers contemplate whether or not they need to do enterprise with you. They may learn critiques, evaluate your product to a competitor’s providing, and do extra analysis to make their resolution. 

If a buyer indicators up to your e-mail listing within the earlier stage, you need to use a welcome sequence to get them on top of things on what it’s a must to provide. Do that by sharing buyer testimonials, showcasing the options that differentiate your online business from the competitors, and providing incentives like a free trial to your service. 

Some prospects at this stage may get shut to creating a purchase order however again out on the final second. However you haven’t misplaced them but—a well-timed deserted cart e-mail nudging the recipient to finalize the acquisition can get them again on monitor. 


A purchase order or conversion is a win price celebrating, but it surely’s not the top objective. That is your alternative to show a one-time purchaser right into a loyal buyer and advocate. 

However first, make certain the acquisition course of is a optimistic expertise for the client utilizing the next e-mail techniques: 

  • Ship prospects efficient transactional emails with all the data they want and a option to monitor their buy. 
  • Ship a thanks e-mail and contemplate together with an incentive to turn out to be a repeat buyer, akin to a reduction on their subsequent buy. 


As soon as a buyer has performed enterprise with you, flip your efforts to maintain them engaged along with your model. You should utilize e-mail in a number of methods to do that: 

  • Ship them an e-mail with a tutorial on tips on how to use or look after the product after a buyer makes a purchase order. This can be a superb alternative to cross-sell different objects or upsell a subscription (however don’t overdo it—the first focus ought to be to offer worth to the recipient). 
  • Ship personalised advertising and marketing emails with product suggestions primarily based on their earlier purchases. 


Clients within the advocacy stage are such huge followers of your online business that they willingly advocate it to others. However one of many greatest obstacles at this stage is that, more often than not, glad prospects don’t exit of their option to depart a overview. So make it simpler for them to turn out to be your advocates with these e-mail advertising and marketing techniques:  

  • Ship prospects an e-mail requesting a overview after they make a purchase order. Make this as handy as attainable by together with a overview type proper within the e-mail or a button that takes them to the suitable web page. Many manufacturers additionally embrace an incentive for leaving a overview, akin to a promo code, factors towards a loyalty program, or entrance right into a giveaway. 
  • Ship prospects a referral program promotion to encourage recipients to share your model with their associates. These sometimes embrace a profit for each the recipient and their referred good friend, akin to a reduction or credit score.  
  • Ship prospects an invitation to comply with you on social media and submit about your product utilizing a specific hashtag. This could additionally enable you to collect user-generated content material to make use of in future campaigns. 

Buyer journey e-mail examples

Let’s check out a number of examples from my inbox of brand name emails that aligned to my stage within the buyer journey. 

A heat welcome from Brooklinen

Whereas purchasing for a gown (consideration stage), I noticed Brooklinen talked about in an article in regards to the coziest robes of the 12 months. So after I landed on the Brooklinen web site, I signed up for its e-mail program by way of a pop-up, and I obtained this well-timed welcome e-mail with a reduction to nudge me towards finalizing a purchase order. 

Retention incentive from Denver Botanic Gardens

I just lately attended an occasion on the Denver Botanic Gardens (buy stage). A couple of days later, the enterprise adopted up with this e-mail that features a low cost for its annual membership. Since I’ve bought tickets earlier than, the Denver Botanic Gardens already know I’m serious about what it gives, which makes me a professional lead for the subsequent stage, retention.

Simple advocacy from Girlfriend Collective 

A couple of weeks after I obtained an order from Girlfriend Collective, the enterprise despatched me an e-mail requesting a overview (advocacy stage). The overview type is embedded proper within the e-mail, eradicating the impediment of me considering, “I don’t need to go to a different website to go away a overview.” Moreover, it included an incentive on the backside of the e-mail, telling me what number of rewards factors I’ll obtain for my suggestions. 

Observe the client journey with Twilio SendGrid

When aligning your e-mail advertising and marketing technique with the client journey, information and automation are your greatest associates. We may also help with each. 

Twilio Phase helps you acquire the info it’s worthwhile to map the client journey. And Twilio SendGrid helps you ship personalised emails utilizing time-saving automation that means that you can meet the client wherever they’re of their journey. 

Join free right now to start out sending emails for every stage of the client journey. 




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