What Should Your Emails Say at Each Stage of the Customer Journey?
Not all email subscribers are created equal, and your messaging shouldn’t be either.
Whether someone’s just joined your list or they’ve already made three purchases, the emails they receive should reflect where they are in their journey with your business. This is the heart of effective lifecycle marketing: reaching the right person, at the right time, with the right message.
Here’s how to map your email content to each stage of the customer journey, and what to say to move subscribers from curious to committed.
1. Awareness Stage: “Just Browsing”
Goal: Build trust and educate
Tone: Welcoming, clear, lightly informative
New subscribers aren’t ready to buy, just yet. They’re checking you out, seeking reassurance, and deciding if you’re legit.
What to include:
A friendly welcome email introducing your brand’s mission and tone.
A “what to expect” note setting email frequency expectations.
Helpful blog posts or resources—value first, no hard sell.
Example subject line: “👋 Welcome! Here’s what you can expect from us”
Key line to include: “We help small businesses like yours simplify email marketing and get results.”
Email Wins Tip: Use automation to tailor your welcome based on how they signed up—lead magnet, free trial, or event.
2. Consideration Stage: “Maybe You’re the One”
Goal: Provide value and prove credibility
Tone: Confident, helpful, reassuring
Now’s the time to show you’re not just knowledgeable—you’re the right choice.
What to include:
Clear benefits of your product or service
Case studies, testimonials, or before/after examples
A “how it works” email to demystify your process
Example subject line: “Why [Your Business] Works for Small Teams Like Yours”
Key line to include: “Here’s how we helped a business like yours boost ROI with just three emails.”
Email Wins Tip: Segment your proof points—eCommerce needs different content than service-based businesses.
3. Decision Stage: “Ready to Buy (Almost)”
Goal: Remove friction and prompt action
Tone: Clear, persuasive, action-oriented
This is where objections arise—typically related to price, time, or uncertainty. Your job? Ease the way forward.
What to include:
Limited-time offers or trial invitations
Comparisons or FAQs to tackle objections
A personal message (“Need help deciding? Just reply!”)
Example subject line: “Still thinking it over? Here’s what you might be wondering…”
Key line to include: “We’ll make it easy—no setup stress, no hidden costs.”
Email Wins Tip: Use behavioural triggers—if someone clicks but doesn’t buy, follow up with a tailored reminder or cart recovery sequence.
4. Post-Purchase Stage: “Let’s Make This Work”
Goal: Deliver on your promise and build loyalty
Tone: Supportive, proactive, grateful
The sale isn’t the end—it’s the start of a deeper relationship. Follow-up emails can reduce refunds, improve satisfaction, and set the stage for repeat business.
What to include:
A warm thank-you message that feels personal
Helpful onboarding content—guides, videos, checklists
A light upsell or referral request (after value is delivered)
Example subject line: “You’re in! Let’s get started together”
Key line to include: “Here’s how to make the most of what you just bought.”
Email Wins Tip: Send a short feedback survey 1–2 weeks after purchase to strengthen the relationship.
5. Loyalty & Re-Engagement Stage: “Still Here for You”
Goal: Retain, reactivate, or reward
Tone: Familiar, appreciative, strategic
Even your most loyal subscribers can go quiet. The key is to stay relevant, without being clingy.
What to include:
Surprise perks or early access for long-time customers
Re-engagement sequences with “still interested?” messaging
New educational content or product updates
Example subject line: “We miss you—want to stay in the loop?”
Key line to include: “No hard feelings. Just click below to stay or go. Either way, thanks for being part of the journey.”
Email Wins Tip: At Email Wins, we refer to this as the “Automated Loyalty Check”, a respectful and effective way to reconnect without burning bridges.
Email Isn’t Just a Channel—It’s a Conversation
Every email you send is a chance to deepen your relationship with your audience. When your content reflects where people are in their journey, it feels less like marketing and more like good timing.
Mapping your email content to these stages doesn’t just make your emails more effective; it also makes them feel more relatable and human. And that’s where the real wins happen.
Looking to optimise your email strategy?
Let’s map out your customer journey. Contact me at - helen@emailwins.com to get started.
