How can you write email copy for each stage of the customer journey?

To create effective email copy for each customer journey stage: Awareness Stage: - Introduce brand and value proposition. - Address pain points and needs. - Offer educational content for trust. Consideration Stage: - Provide product details and benefits. - Include testimonials and case studies. - Offer demos or trials for exploration. Decision Stage: - Create urgency with limited-time offers. - Provide discounts for conversion. - Use clear call-to-action buttons. Retention Stage: - Show appreciation with thank-you emails. - Share valuable content for engagement. - Encourage feedback and reviews. Advocacy Stage: - Encourage referrals and social sharing. - Highlight user-generated content. - Offer rewards for continued support.

A contraversial idea based on a real-life example: Show the prospect the price range right from the start. A client of mine had done a study thst showed that first-time website visitors wanted to first know whether the company’s offering was feasible and within budget. After that, they were looking to be inspired and given practical info on the buying process. You should do a similar study to see how your customers actually behave. It may even appear counter-intuitive at first, but there may be a method to the madness.

For the awareness stage, I provide educational content or solve a pain point related to the client's industry or product without directly promoting your product. Where possible, I share blog posts, infographics, or videos that offer value. And I never forget the CTA that could encourage readers to learn more or subscribe to a newsletter. If I am on the newsletter already, I point the reader to resources to deepen the brand trust and awareness.

1. Always begin with research.? - Great copywriting start with it to better understand your audience. Without it, it's hard to highly resonate with messaging. 2. Capitalize your data. - Analyzing your data will tell you what kind of content is relevant per customer journey stage since they have different needs and preferences. 3. Speak on their level.? - We're all customers so it's easier to talk in the perspective of each stage because we've gone through it. Nothing beats personal experience for an exceptional human touch which people love and look for. - Use words depending on where they are. Remember baby talk? We speak like a child to babies. Apply that in email copy. Copy is about being clear and understood by the audience.

Here I go deeper compared to the awareness stage and and provide, for example, customer testimonials, case studies, and product demos. For the CTA, I invite readers to request a demo, download an eBook, or sign up for a webinar.

Crafting tailored email copy for prospects in the consideration stage is crucial. They meticulously evaluate options before purchasing. To effectively guide them toward choosing your product or service, emphasize what sets your offering apart: *Highlight unique value proposition *Showcase competitive advantages *Provide social proof *Address objections/questions *Offer helpful resources Guiding prospects towards choosing your solution is vital. Address concerns and showcase value to positively influence their decision.

I agree. At this crucial stage, the key is to emphasise the Unique Value Proposition (UVP) that sets your brand's products or services apart from the competition. It's about forging a strong bond to earn trust and cultivate potential customers. This is done through the use of persuasive and compelling language to show why your brand stands out from others. Here is an example: "Our coffee is excellent. It’s far better than others. Try it." I'm joking of course! How about: "Why visit Mandy's Coffee Shop? Because every sip matters. We have delicious coffee made with ethically sourced beans and expertly roasted. Come and relax in our cosy shop with smooth flowing conversations and our signature blends."

In the consideration stage, your email copy needs to be compelling and tailored to address your prospects' specific needs and concerns. Start by acknowledging their search for the best solution and highlight what sets you apart from competitors. Share real-life success stories and testimonials to build trust and credibility. Anticipate objections and proactively address them with clear, empathetic responses. Offer valuable resources like in-depth case studies or FAQ guides to assist them in their decision-making process. Your goal is to showcase your expertise and convince them that choosing your product or service is the right move for them.

In the Consideration stage, your emails should dive deeper. Here’s where you showcase your solutions. Use case studies, testimonials, or product comparisons to highlight how you stand out. Keep it conversational yet informative. It’s not just about selling; it’s about solving their specific problems. Encourage questions or offer a demo to engage further. Make them feel understood and supported. This approach turns curiosity into confidence in choosing you.

Often, at this point the customer knows that the product/service is perfect for them. But it's a matter of WHO are they going to choose. Use social proof to show why you are the best option. This is also where customer service plays a massive part! Your copy should persuade and reassure, show that you understand the customer and are a genuine solution. Here I find 1 to 1 style emails work more effectively than fancy marketing emails. It makes the customer feel like they are being taken care of.

The conversion stage (or decision stage) is a delicate phase where the brand needs to offer a compelling reason to purchase: a limited-time discount, a special offer, or a bundle deal. It is important to clearly explain how the product or service will solve a problems or meet a need. As a CTA, I recommend using some action-oriented language to encourage a purchase, such as "Buy Now" or "Get Started Today."

At the decision stage, the prospective customer may be ready to make a purchase. They will have researched your brand against the competition and have made a decision are almost a customer. The copy should be brand-centric and product-centric and include a strong call to action. Offering reassurances and incentives, such as discounts or free trials, can motivate customers to confidently complete their purchase. Here's a bad and good example of decision copywriting. Bad - "Buy our coffee. It’s cheap." Good? -"Are you prepared for a warm coffee experience? Make Mandy's Coffee Shop your next stop. Enjoy our delicious coffee and homemade pastries in an inviting environment. First-time visitors get 10% off – your perfect cup awaits!"

At the Decision stage, it’s time to seal the deal. Your email should be clear, concise, and compelling. Offer something irresistible: a limited-time discount, a bonus product, or an exclusive service. Highlight the urgency and the value of making a decision now. Remind them of the benefits they’re about to enjoy. Keep the call-to-action bold and straightforward. This is where you convert their interest into action. Make it too good to pass up!

At this juncture, your audience is ready to make a choice. Your email should be persuasive, providing compelling reasons to choose your offering over others. Include strong calls to action (CTAs), special offers, or limited-time discounts to encourage immediate decisions.

I’d call this growth stage. Ideally, you want to interact with your customer in a meaningful way. You want your customer to grow into a partner. You should also grow with your customer, learning from them and how they interact with your service. Your emails should involve, ask questions and be genuinely interested. You should monitor if there are useful features not being used. Promote these to the customer. Help them and let them help you. This kind of stakeholder mindset makes marketing much more fun to do too! I recommend you to try it if you haven’t already ??????

In the retention stage, maintaining customer satisfaction and loyalty is key. You can do it by crafting effective email content to keep customers engaged and committed to your brand: *Express gratitude for their purchase *Request feedback to improve customer experience *Provide support and guidance *Cross-sell or upsell related products/services *Reward loyalty with discounts, coupons, or freebies Fostering long-term relationships with customers drives business growth.

My favourite stage. This is where I share valuable content, such as tips, guides, or exclusive offers, to keep readers engaged and satisfied. I always ask for feedback and use it to improve experiences. My CTA will encourage people to refer friends, leave reviews, or update their preferences.

Successfully retaining customers not only results in repeat purchases but also leads to the advocacy of your business when you provide exemplary service. At this stage of the customer journey, it's crucial for copywriting to focus on building a strong connection. This can be achieved by personalised language that expresses gratitude for their purchase, encourages feedback, and aims to cultivate a long-term relationship that lasts a lifetime. Bad - "Thanks for buying. Come again." Good - "Thank You for Being Part of Mandy's Coffee Shop! We're delighted that you chose to visit us. Enjoy a free pastry with your next cup of coffee. Stay tuned for more exclusive offers and events.

In the Retention stage, keep your emails personal and appreciative. Thank them for their loyalty and offer exclusive perks or sneak peeks. It’s about reminding them they’ve made a great choice. Use feedback surveys to show you’re listening and willing to improve. Regular updates on new features or products keep the conversation going. This stage is all about nurturing a relationship that feels both rewarding and personal. Make them feel valued, and they’ll stick around.

During this crucial stage of the customer journey, the copywriting should inspire customers to become advocates, share their positive experiences through reviews, and refer others through word-of-mouth, thus creating a stream of leads and referrals. All new customers will place great trust in others who offer positive feedback, and the copy should highlight this aspect. Bad - "Tell your friends about us if you want." Good - "Spread the Joy of Mandy's Coffee Shop if you love our coffee? We'd be thrilled if you could share the love with your friends and earn rewards! For each friend you refer who makes a purchase, you both receive a complimentary coffee. Let's continue nurturing the spirit of our community, one cup at a time."

I’d argue that advocacy is not a proper stage of the purchase cycle. It is a customer archetype or persona. Given the same customer experience, one person may simply be happy and enjoy business as usual. Another may share the fact willingly to their relatives and friends. These advocats are easily swayed to the opposite side too: they are the ones who will share their beef on social, give crushing reviews and boycott you for not living up to their expectations. To sum up: advocacy shouldn’t be included in the purchase cycle at all.

Satisfied customers can become your biggest advocates. Encourage this transformation by recognizing their loyalty, asking for reviews, or offering incentives for referrals. Personalized thank you messages or exclusive rewards can turn happy customers into vocal supporters.

We get so caught up in these stages of the buyer's journey that it's easy to forget what people need/want. With the stages outlined here, you may very well have no idea if prospects are even in that stage. Or you came up with some arbitrary definitions like how many pages they've visited, and you completely change the approach as if they've moved on. Yes, it's helpful to think of stages. It's even more helpful to get to know what your customers are actually thinking, feeling, and experiencing with their problems and your brand. And that looks different for a PLG company compared to an ecomm company compared to a traditional B2B company.

Understanding buyer psychology in the customer journey reveals that multiple touchpoints are often required before a purchase decision. For instance, low-cost impulse buys may need fewer, while high-involvement purchases may need more. In the awareness stage, offer valuable content without directly promoting products, like blog posts or videos. In the consideration stage, highlight unique value propositions and share testimonials. Create urgency in the decision stage and focus on customer satisfaction in retention. Finally, in the advocacy stage, encourage satisfied customers to refer others and engage with your brand.

Beyond tailoring your message for each stage, pay attention to your email's tone, timing, and frequency. Ensure your emails reflect your brand's voice consistently and are sent at times when your audience is most likely to engage. Regular testing and optimization based on performance metrics will help refine your strategy and improve results.