Email marketing is an essential part of any successful business. It not only keeps customers engaged, but it can also help move them through each stage of their customer journey. From awareness to retention, effective email strategies are key for engaging customers at every step. In this article, we’ll look at how you can use email marketing to support your customers’ journey from start to finish.

The customer lifecycle is the journey a customer goes through when interacting with a company, from initial contact through to post-purchase follow-up and beyond. Businesses need to understand how customers interact with their product or service throughout each lifecycle stage to maximize customer engagement.

A well-structured email marketing strategy can increase customer retention, loyalty, and engagement. Here is a breakdown of the key stages in the customer lifecycle and how email marketing should be used to support them:

Awareness Stage

  • Feature and behavior of customers in the awareness stage

The customer awareness stage is a critical aspect of any business’s success, as it sets the foundation for the entire customer journey. At this stage, customers are just beginning to learn about a company, its products or services, and its values. Therefore, businesses need to take the time to understand their target audience and create messaging that speaks to their needs and interests. 

During this stage, customers may be searching for information, reading reviews, or comparing different solutions. This is typically through a Google search, social media post, or referral from another customer. 

Businesses can capture their attention and build trust by providing relevant and engaging content. Additionally, businesses should monitor customer behavior and adapt their marketing efforts accordingly, as customer needs and preferences can change over time. 

Overall, the customer awareness stage is a valuable opportunity to establish a strong relationship with potential customers and increase the likelihood of conversion.

  • Email marketing types should be used at this stage

At the awareness stage, email marketing should be used to introduce customers to the brand and build trust to encourage further exploration. 

  • Welcome Emails

Welcome emails are the perfect way to introduce customers to your brand and build a connection with them. This type of email should include a personalized message that welcomes the customer, explains what your company is about, and provides an overview of the products or services you offer. 

Additionally, welcome emails can provide value-added content such as discounts, exclusive offers, or product information. This is a great way to set the stage for future communications and establish an initial relationship with potential customers.

Welcome Emails from Huppy provide special offer for new subscribers

Example of Welcome Emails 

Subject Line: Welcome to {Company Name}! 

Dear {Name}, 

Welcome to {Company Name}! We are excited to have you join our community and we want to make sure to provide the best experience for you. 

As a token of appreciation for signing up, we’d like to offer you a 10% discount on your first purchase with us. Enter the code ‘WELCOME10’ at checkout and watch your savings add up! This offer is valid for 24 hours only so act fast! 

We hope that this small offer will help get your journey started on the right foot. If you’re ever unsure about something or need more information on a particular product or service, don’t hesitate to reach out!

Thank you again for joining us, 

{Company Name} Team

  • Newsletter Emails

Utilizing newsletter emails during the awareness stage is a powerful strategy for businesses to earn trust, build credibility and engage their target audience. Educative content like industry news, case studies, or how-to guides can provide customers with an informative look at what makes your business unique from competitors. Incorporating promotional material such as discounts, special offers, or product announcements will encourage customers to take action.

Campaign Monitor send newsletter email to subscribers to update the latest blog posts

Example of Newsletter Emails

Subject line: Get the scoop on digital marketing! 

Dear {Name}, 

Are you looking to stay up-to-date on digital marketing trends? If so, then look no further—we’ve got you covered! Our blog is the go-to place for all the latest news and tips in social media, SEO, content marketing, and more. 

In our latest post, we cover the top 5 digital marketing trends of 2021 and how they can help your business stay ahead of the competition. From leveraging user-generated content to mastering the art of personalization—we have all the insights you need to maximize your digital marketing efforts. 

Be sure to check out our blog—you’ll be glad you did! 

Thanks for being part of our community,

{Company Name} Team.

Consideration Stage

  • Feature and behavior of customers in the awareness stage: 

When customers enter the consideration stage, they are actively seeking information to aid them in their purchasing decision. At this point, they are highly engaged and interested in your product or service. They may visit your website multiple times, compare your offerings to competitors, and read reviews to understand better what you offer. 

Your job is to provide clear, concise information to persuade them to choose your brand over others. It’s important to focus on educating the customer and addressing their pain points without overly emphasizing sales pitches. Effective communication and exceptional customer service during the consideration stage can create long-lasting relationships that lead to repeat business.

  • Email marketing types should be used at this stage:

The consideration stage is an opportune time to build a long-term relationship with potential clients and move them closer to making a purchase. Email marketing can help businesses achieve that by conveying valuable content through a type of email below:

  • Informational Emails

Informational emails are a great tool for businesses to provide customers with the information they need to make an informed purchase decision. These emails can include detailed product descriptions, customer reviews and case studies, industry news, or how-to guides that demonstrate the value of your offering. 

HubSpot Academy detailed provided their course information via email

By providing targeted content tailored to their needs and interests, businesses can increase trust and speed up the buying process. Informational emails can also include promotional material such as discounts, special offers, or product announcements that give customers the incentive to take action.

Example of Information Emails

Dear {Name}, 

Thanks for your interest in {Product Name}. We know how important it is to find the right product, so we want to provide you with as much information as possible. 

{Product Name} is designed with innovative features to give you the best possible experience. Our product is built with a sleek design, robust durability and easy-to-use controls. We also offer customization options so you can tailor your purchase to meet your specific needs. 

We invite you to explore {Product Name} further. Check out our website for detailed product descriptions, customer reviews and more. 

If you have any questions, please don’t hesitate to contact us – we look forward to hearing from you!


{Company Name} Team

Decision Stage

  • Feature and behavior of customers in the decision stage

Customers have likely researched and narrowed down their options when they reach the decision stage. At this point, their behavior may shift from exploring to evaluating. They may compare features side-by-side and consider how each product or service aligns with their specific needs. As customers weigh their options, it’s important to understand what features they prioritize most and how your brand can meet those needs. 

Clear communication and strong customer service can tip the scales in your favor and lead to a successful conversion. Understanding your customers’ behavior at the decision stage can be the key to driving successful conversions.

  • Email marketing types should be used at this stage:

At this stage, it’s important to emphasize why your product or service should be chosen over the competition. You can use email marketing to create tailored content that addresses customer needs and provides them with the valuable information they need to make a decision. Types of emails that may be helpful in this stage include:

  • Promotion Emails

Promotional emails highlight the benefits of a product or service and encourage customers to make an immediate purchase. These emails should be sent with compelling content that speaks directly to the customer’s needs, such as free shipping offers, special discounts and promotional codes. Promotional emails are also an effective way to remind customers of any upcoming deadlines or limited-time offers that may encourage them to take action. 

Moo encourage subscribers to action on email by providing a special offer

Example of Promotion Emails

Subject Line: Get 20% Off {Product Name} Now 

Dear {Name}, 

Don’t miss out on this exclusive offer! For a limited time only, get 20% off when you purchase {Product Name}. This offer is only available for the next 24 hours – so don’t wait!

Enjoy all the features of {Product Name} and make your purchase today. 


{Company Name} Team

  • Educational Emails

Educational emails are also useful at this stage as customers prioritize their needs and weigh their options. These emails can provide additional product information or showcase customer stories to help customers understand how your product or service can meet their needs. 

ASU used GIFs on emails to grab attention and educate subscribers about their brand

Example of Educational Emails

Subject Line: How {Product Name} Helped {Customer Name}

Dear {Name}, 

We want to tell you the story of {Customer Name} and how our product, {Product Name}, helped them succeed. 

{Customer Name} wanted a solution that would help them save time and money, but didn’t know where to turn. That’s when they discovered {Product Name}. After using our product, {Customer Name} saw a dramatic improvement in their workflow and was able to get back on track. 

See how {Product Name} can help you too – visit our website to learn more. 


{Company Name} Team

Retention Stage

  • Feature and behavior of customers in the retention stage: 

Retention stage customers tend to have a high level of satisfaction with your product or service, and are more likely to provide positive feedback and referrals. They are also more open to trying out new products or services that you offer, and are willing to provide feedback to help you improve. 

Additionally, they generally have a higher lifetime value, meaning they spend more money over time and are more profitable for your business. By recognizing and catering to these unique characteristics, you can maintain a strong and long-lasting relationship with your retention stage customers.

  • Email marketing types should be used at this stage:

At this stage, businesses need to recognize and reward their customers for their loyalty. You can use email marketing to provide incentives or discounts on products or services they have already purchased to encourage them to make additional purchases. Additionally, you can send surveys or ask for customer feedback so that you can continue improving their experience with your business.

  • Loyalty Program Emails

Loyalty program emails are a great way to reward your returning customers for their loyalty and encourage them to make more purchases. These emails should showcase the benefits of joining your loyalty programs, such as special discounts, exclusive access to products, or early access to new releases.

Doe personalizes the email to show the customer’s specific points balance

Example of Loyalty Program Emails

Subject Line: Enjoy Exclusive Rewards with Our Loyalty Program 

Dear {Name}, 

Thank you for being a loyal customer! We want to show our appreciation by offering exclusive rewards and benefits when you join our loyalty program. 

Sign up now and get access to special discounts, early access to new releases, and exclusive offers that aren’t available anywhere else. 

Join now and start enjoying these benefits today! 


{Company Name} Team 

  • Customer Feedback Emails

It’s also important to ask for customer feedback in order to understand how you can continue improving your products or services. Customer feedback emails provide an easy way for customers to submit their thoughts and suggestions about their experience with your business.

How do customers actively give feedback? Applying a surprise offer like a Tailor Brand

Example of Customer Feedback Emails

Subject Line: Tell Us What You Think 

Dear {Name}, 

We value your opinion! We would love to hear what you think about our products and services – good or bad. Your honest feedback will help us continue to improve and make sure we are providing the best possible experience. 

Please take a few minutes to fill out our survey and let us know what you think. We really appreciate your time! 


{Company Name} Team


By understanding the different stages of the customer lifecycle and using tailored email campaigns to address them, businesses can ensure that each stage of the customer relationship is nurtured and maintained over time. We hope you found the information provided helpful and that it helps you create a successful email marketing strategy.

IMP provides digital marketing services for global ecommerce companies. Our solutions help businesses increase their profits sustainably and reduce dependency on paid media.