{"id":9491,"date":"2018-07-30T23:53:27","date_gmt":"2018-07-31T06:53:27","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=11423"},"modified":"2020-06-05T18:21:18","modified_gmt":"2020-06-05T18:21:18","slug":"harness-power-emails-every-stage-buyers-journey","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/harness-power-emails-every-stage-buyers-journey\/","title":{"rendered":"How to Harness the Power of Emails at Every Stage of Your Buyers’ Journey"},"content":{"rendered":"

Understanding the buyers\u2019 journey allows you to get the database sorted based on their lifecycle stages namely Awareness, Research, Comparison, Purchase, Relationship Building, Retention and Advocacy.<\/p>\n

You can move your leads down into the sales funnel by nurturing them and convincing them to convert. The most commonly used lead nurturing tool is EMAIL – as it is scalable and cost-effective.<\/p>\n

However, if you want your email marketing strategy to work, you should understand that every campaign should be tailor-made to match the buyer\u2019s journey.<\/p>\n

\"How<\/p>\n

Let\u2019s understand how you can utilize the power of email marketing<\/a> at every stage of the buyer\u2019s journey.<\/p>\n

1. Awareness<\/b><\/h2>\n

The first step of any prospect is Awareness. As the name suggests, this is when people get to know about your brand and your offerings. You can help your subscribers evaluate the product in the awareness stage. Send out emails that let them know about the benefits of your product and explain to them how your product would troubleshoot their problems.<\/p>\n

It is important to understand that customers purchase the solutions to their problems and not just a product. Make sure you entice your subscribers right in the awareness stage so that it is easier to take them further in the sales. After all, well begun is half done.<\/p>\n

See the welcome email sent by Heyo and how they have included the various tutorials of their solution to help the new subscriber with the contest creation.<\/p>\n

\"Heyo<\/p>\n

2. Research<\/b><\/h2>\n

Your subscribers are trying to figure out which solution is the best to resolve their problem during the research stage. It\u2019s in this phase where you can leverage content marketing to educate the subscribers and build credibility for your brand.<\/p>\n

Examples of emails to be sent in the research stage:<\/p>\n

Various types of content resources<\/b><\/h3>\n

You can have your content published in various formats, namely webinars, white papers, instructional videos, ebooks, slide decks, etc. As your subscribers might have distinct tastes when it comes to consuming information online, you can even ask your subscribers to choose the format preferences for receiving information.<\/p>\n

Content sharing the challenges faced by the subscriber<\/b><\/h3>\n

You can share relevant case studies to explain to the subscriber about the similar challenges faced by fellow customers and how your solution helped to address their concerns.<\/p>\n

Content sharing actionable tips<\/b><\/h3>\n

Your subscribers look forward to getting some valuable advice and actionable tips through the email. If your emails cannot deliver value to them, the brutal truth is that they would not want to hear from you.<\/p>\n

Content that convinces the subscribers that you offer the best solution<\/b><\/h3>\n

A subscriber who is almost at the end of the research stage would want to know why he or she should choose your solution over your competitors. Convey your brand promise in such a way that they are eager to know more about you and are keen on buying from you.<\/p>\n

The email by Tinder cleverly informs the subscriber about how to use the App and entices them to try it at least once. No wonder, it is so popular among the youngsters nowadays\u2026<\/p>\n

\"Tinder<\/p>\n

3. Comparison<\/b><\/h2>\n

After the research stage, comes the comparison stage. Leads who are in the comparison stage demand a special treatment and exclusive emails tailor-made for them. This is the stage where you should send out customer-focused marketing emails. Talk about your USPs and how you STAND OUT from your competitors. You can involve your sales team and schedule a personalized demo or meeting with the prospect.<\/p>\n

Here are some email examples to be sent in the comparison stage:<\/p>\n