The 5 Stages of the Customer Journey with Email Marketing
Email marketing isn’t just about sending out discounts and hoping for sales. It’s a strategic, relationship-driven process that guides your customer through a complete journey — from the first touchpoint to becoming a loyal advocate.
And when done right, email can be the most powerful and cost-effective tool in your marketing stack.
From the insights of a $200M+ email marketer, here are the five stages of the customer journey with email marketing, plus strategies you can use to make each one drive real results.
1. Awareness: Make a Strong First Impression
Every relationship starts with a “hello,” and email is no different.
In the awareness stage, your goal is simple: introduce people to your brand, your products, and your team. You’re not selling yet — you’re simply making them feel welcome and informed.
What to send:
A warm and inviting welcome email
Your brand story and mission
An overview of what kind of content they can expect
Introduction to key products or services
A strong first impression builds trust and sets the tone for everything that follows.
2. Consideration: Build Interest with Value
Once your audience knows who you are, it’s time to give them a reason to care.
In the consideration stage, you’re helping them evaluate your product or service. This is your chance to shine by sharing educational content that highlights the benefits, results, and real-world impact of what you offer.
What to send:
Case studies or customer success stories
Product benefits and features
How-to guides or expert tips
Comparisons or FAQs
These emails should position you as a helpful guide, not just a seller.
3. Purchase: Drive the Action
This is the moment of truth — when your subscriber decides to become a customer.
In the purchase stage, your goal is to eliminate hesitation and give them a compelling reason to act now. The right offer at the right time can be the final nudge they need.
What to send:
Exclusive discounts or promo codes
Limited-time offers
Cart abandonment follow-ups
Product bundles or upsells
Urgency, clarity, and simplicity are key here. Make it easy and irresistible to buy.
4. Retention: Keep the Relationship Going
The sale isn’t the end — it’s just the beginning.
In the retention stage, your job is to keep customers engaged, happy, and satisfied with their purchase. Email becomes a tool for delivering value, not just requesting it.
What to send:
Replenishment reminders
Product usage tips or tutorials
Loyalty program updates
Exclusive content or early access
Customers who feel supported are far more likely to buy again — and tell others about you.
5. Referral: Turn Customers into Advocates
Happy customers are your best marketers.
In the referral stage, your focus shifts to empowering your most loyal buyers to spread the word. You want to make it easy — and rewarding — for them to recommend your brand to friends, family, or colleagues.
What to send:
Referral program invitations
Shareable content or promo codes
Customer spotlight or testimonial requests
Loyalty rewards for referrals
A great referral strategy compounds your efforts and brings in new, trust-based leads.
Final Thoughts: Map the Full Journey
📩 Every stage of the customer journey matters — and email is the glue that holds it all together.
When you treat your email marketing like a long-term relationship instead of a quick transaction, your results change. You build trust. You drive action. And most importantly, you keep people coming back for more.
