Mapping Out the Customer Journey for Your Email Campaign

November 30, 2017 / By Kimberly Maceda

Not all customers are made equal. Even when your end goal is to have them make a purchase or close a deal with you, not all customers are ready for such. Good thing, you can lead them if you know where they are on their customer journey.

Customer journey shows the different stages customers go through as they interact with your business. You can use this to guide your email marketing campaign by learning how to interact with your customers with the right message to lead them to the conversion path.

The customer journey has four significant stages (awareness, consideration, decision, and loyalty), and there are effective touch points and strategies for each of these. Read on to learn how to align your email marketing campaign with a customer journey. 


The first stage is where potential customers realize their problems and become aware of the need for solutions. It opens opportunities to introduce your business and build awareness about your company

You can attract potential customers through Facebook ads or blog posts that will lead them to your website. Be sure that you have a sign-up form or email subscriptions on your landing page to capture their information for your email marketing campaign. Downloadable guides or ebooks are a great option too since these require completing a submission form before getting access to the content. 

After signing up, send them a welcome email or the promised content immediately while they are still engaged with your brand.


In this stage, potential customers already know about your business and are showing interest in your product or service. However, they are still weighing their options. In other words, they are still answering the question, "What's the best solution to my problem?" 

This is the best time to show them why you are the best choice. You can email them case studies, testimonials, and product features to educate them further.


Sales opportunities arise at the third stage. Here, potential customers are on the verge of making a purchase or closing a deal with you. They only need a push.

Encourage them to convert by sending discounts on their desired item. For instance, you can set up an email that automatically sends a discount to potential customers each time they abandon a shopping cart. This way, the offer becomes more enticing, and their interest is still fresh.

If you are selling a particular service, offer them free demos, consultations, or tutorials. It's a great way to lead them to hire you.


Your job is not yet done after a customer has converted. It's your responsibility to retain them as they have proven themselves profitable. Keep these purchasing customers on your radar to encourage repeat business and later build customer loyalty.

Use your data on their past purchases to upsell or cross-sell with the right offer. If you are running an online store for gadgets and a customer bought a smartphone with you, you can offer them accessories like VR 3D glasses, wireless earphones, or casings in the following weeks or months.

Make them feel valued by emailing them rewards or exclusive deals for making repeat purchases with you. They can also help you grow your customer database through referrals. You can give them discounts for each successful referral as a form of incentive.

Once you have established a positive relationship with customers, they can be brand advocates by sharing positive reviews about your business, which you can use in your future emails.

Knowing which stage customers are at allows you to reach them with the right message and touchpoint for a successful email marketing campaign. As you do this, be guided by your data analytics which your email marketing software can provide you. Remember, nothing beats a data-driven email strategy.

Manufacturing Marketing Group Louisville, CO US 303-953-4361