The Email Customer Journey – 5 Simple Steps + Examples

Email marketing can be a scattershot endeavor if you don’t have a strategy. What kinds of emails should you send? And when? The reality is that you need to have a plan – and understanding the email customer journey is absolutely essential to making sure your email marketing efforts are a success. 

So let’s tease out the email customer journey, including each of its stages, as well as email marketing campaign examples to suit every step of the way. 

What Is an Email Customer Journey?

The email customer journey refers to the experience a customer has with a brand through email communication, from their first interaction to becoming a loyal advocate and returning for more. It encompasses every touchpoint where email plays a role in guiding, informing, and engaging customers throughout their lifecycle.Email journeys aren’t just about delivering promotions or newsletters; they are strategic tools designed to nurture relationships, build trust, and drive action at various stages of the customer experience. When done well, email marketing can be a powerful channel for creating meaningful, personalized connections that resonate with customers at the right moment.

What Is a Customer Journey vs. An Email Customer Journey?

A customer journey represents the complete path a customer takes when interacting with a brand, spanning all channels and touchpoints, from initial awareness to long-term loyalty. It includes everything from discovering the brand on social media to making a purchase in-store or online and receiving post-purchase support.

An email customer journey, on the other hand, is a subset of the overall customer journey. It specifically focuses on how email communications guide and support customers through different stages of their interaction with the brand. So while the customer journey encompasses a wide range of channels, the email marketing customer journey – with the help of email automation, which we’ll discuss below – zeroes in on the role of email as a strategic tool for nurturing relationships and driving conversions.

Understanding how the email customer journey fits within the overall customer journey helps brands create cohesive, omnichannel strategies that enable consistency and improve the customer experience across every touchpoint.

What Are the Stages of the Email Customer Journey?

It might seem like the customer process is rather simple – a customer needs something, learns about your brand, likes what they see, buys it, and then end of story, right? But a customer journey is so much more nuanced than this, and understanding its stages can reveal heaps of new marketing opportunities, especially when it comes to email. 

Just like the overall customer journey, email journeys can be broken down into the same key stages, each addressing specific customer needs and behaviors. 

Also, it’s important to note that customer journeys – and email journeys – aren’t necessarily linear. A customer might jump back and forth between these stages, or pass through multiple stages at once. So it’s important to keep this in mind as we dive deeper.

Without further ado, here’s a closer look at these stages and how email plays a critical role in each.

1. Awareness

The awareness stage is where potential customers first learn about your brand, products, or services. Maybe they see a friend using your product, or perhaps they come across your brand at the store. They don’t know much – in fact, they may not even know that they need or want a product like yours. So it’s at this stage that you’ll want to paint the picture for them – one that identifies their pain point, and that positions your business as a possible solution.

In this stage emails can be used to capture attention, generate curiosity, and provide value – and all without being overly promotional. That’s one of the great benefits of email marketing. It’s about helping these potential customers understand that they have a pain point, and – wink, wink – you’ve got a possible solution.

Emails at this stage might include:

• Welcome emails
• Informative newsletters
• Educational content (such as blog articles, guides, or videos)

During this stage, a brand might send an email with a free guide titled, “10 Tips for Better Time Management,” targeting individuals struggling with productivity. The focus is on providing value and showcasing expertise rather than making an immediate sale.

As you can see in the email journey example below, BeenVerified creates awareness around a specific issue – in this case, identity theft – without specifically promoting the brand itself. This email could have been preceded by a welcome email triggered by someone signing up for the email list. Then this email could be followed by a newsletter that shares industry updates and top tips. The goal is to help the email recipient understand that there’s a problem that needs to be solved – and begin to position BeenVerified as the solution, which will be tackled during the next stage.

2. Consideration

So you’ve created a bit of awareness. Customers know that a problem exists, and that you might have some solutions. This is the consideration stage – when those potential customers begin evaluating their options and comparing solutions. With that in mind, emails at this stage should provide compelling reasons to choose your brand while more concretely addressing pain points and answering questions as they relate to your own offering.

Emails at this stage might include: 

• Product comparisons
• Case studies or testimonials
• Limited-time offers or free trials

An email at the consideration stage might showcase customer testimonials with a subject line like, “Why Professionals Choose Our Productivity App,” which can help sway hesitant leads by offering social proof and highlighting unique benefits. 

See how at this stage the message has become more promotional? It’s not simply about speaking to the customer’s problem, but how and why you as a business can solve it.

In the example below, the simple text email from Canva taps into the consideration stage by offering up helpful, but not promotional information when it comes to creating ads. Canva could then follow this email with an offer for a free trial of their premium service, encouraging further consideration by the customer.

Then, let’s say the customer participates in a free trial. In the below customer journey email example, Canva builds on the free trial by offering testimonials from their community, helping an uncertain customer inch closer to a decision.

3. Decision

In the decision stage, customers are ready to make a purchase but might need that final little nudge. Emails here should aim to reduce friction, instill confidence, and encourage immediate action. It’s a step past the “consideration” stage, where you go beyond comparisons, but add that extra touch to make your offer stand out as the best. 

Emails during the decision stage might include: 

• Abandoned cart reminders
• Exclusive discounts
• Personalized product recommendations

So it’s at this point that a retailer might send an abandoned cart email saying, “Your cart is waiting! Complete your purchase today and get 10% off.” This combines urgency and value to drive conversions – and, importantly, it helps that indecisive customer finally tip the decision scale toward a purchase.

In the case of the below email journey example, Pottery Barn reminds this customer of products they’d been eyeing. The goal? To make the decision hard to pass on by offering extra rewards. 

This email could be followed by other decision stage emails, such as one emphasizing that rewards are about to expire. Or perhaps even another email increasing the reward amount.

In the below email journey example, the haircare brand Prose aims to turn already-captured customer information (customized shampoo formulas) as a selling point to urge purchase. Then if the customer doesn’t bite, they might then send another decision-stage email with an exclusive discount offer.

4. Onboarding & Education

A customer has made a purchase – that’s great! But the journey doesn’t even come close to ending here. Keeping this customer happy and coming back for more is one of the most important parts of the customer journey. 

Indeed, once a customer has made a purchase or signed up for a service, the onboarding and education stage ensures they know how to get the most out of their investment. These emails help set the stage for a positive experience and reduce churn.

Onboarding and education emails could include: 

• Welcome series
• Tutorials or how-to guides
• FAQs and troubleshooting tips

So, let’s say you work for a SaaS company. You might send a series of onboarding emails showing users how to navigate the platform, starting with “Getting Started: Your First Steps to Success.” This makes their experience with your service more successful and rewarding, ensuring that they get the most of your product and, you guessed it: it keeps them coming back to you as a customer.

In the below email marketing campaign example, Silly George sent out a post-purchase how-to guide in order to educate the customer on how to get the most out of the product. They could follow this with an FAQ email, and then another email that features different video tutorials. This helps make the customer experience more seamless and enjoyable.

In the below example, quip sends a post-purchase email that includes tutorials on how to refill, refresh, and track the product, making sure that the customer purchase flows from start to finish. They might send other emails during this stage with video tutorials on how best to brush.

5. Upsells & Cross-Sells

With trust established, the upsell and cross-sell stage focuses on encouraging customers to explore additional products or services. This is ever so important, as existing customers can be one of your greatest sources of business, and they ensure ongoing success. 

Since you’ve already convinced these customers to buy a specific product, now’s the time to leverage your emails to highlight complementary items or premium options that not only might address other customer pain points, but that can even enhance the initial purchase.

This also means that this is when you’re really going to want to get especially strategic about email marketing personalization and segmentation so that you can make targeted recommendations. 

With that in mind, these kinds of emails might cover:

• Personalized product recommendations
• Bundling offers 
• Loyalty program incentives

For example, after a customer buys running shoes, an email offering “Top-rated Running Gear to Complete Your Kit” can introduce related products like socks or water bottles. They’re already using one of your products, and have been educated on how to get the most out of it, so now’s the time to capitalize on the relationship you’ve established to get them coming back for other products. 

The below email journey example leverages a personalized recommendation in order to cross-sell the customer on a related product. Perhaps the customer previously bought a sofa, so now a “hand-picked” rug seems like a logical complement. During this stage, Rejuvenation might send a “buy one, get one” offer, or perhaps a different product recommendation in order to get the customer to buy more.  

In the below example, Prose reaches out to existing customers, encouraging them to buy more so that they can get a free item. This classic upsell and cross-sell is incentivized by the temptation of a free product down the line. During this stage, they could also promote a hair mask that goes with the shampoo the customer already bought, or send an email offering a limited-time shampoo and conditioner bundle.

6. Retention

Retention emails aim to keep existing customers engaged and prevent churn. By staying top-of-mind and adding continuous value, brands can encourage repeat purchases and maintain strong relationships. 

Indeed, like any relationship in life, you want to make sure your customers know that you’re around, interested in them, and available to address their needs. 

Retention campaigns benefit from visually appealing email marketing design that highlights customer perks, such as exclusive discounts or personalized recommendations, in a way that’s easy to digest.

Here are few email types you might consider sending:

• Replenishment reminders
• Exclusive customer perks
• Seasonal updates

So let’s say you run a skincare brand. You might send a reminder email like, “Time to restock your favorite moisturizer” to encourage repeat orders and maintain engagement. The customer who’s running out of moisturizer could have waited until the last minute and bought the product from another brand that was readily available, but because you checked in, reminded them of their need and just how great your product is, they buy from you instead. You retained that customer!

In the below email, Prose continues to move their subscriber along – this time to the retention stage. They remind the customer that they may need more product, and also that they can modify their shipping frequency. As part of retention, Prose might also send newsletters with tips and tricks, and perhaps emails with hair tutorials – all aiming to enrich the experience and maintain the relationship between company and customer.

Below, Rejuvenation stays top of mind by sending out regular informational emails that might be of interest to their subscriber base. By adding constant value, they nurture their relationship with customers, and thus remind them to come back for more. As part of this stage, they might also send a “holiday favorites” guide, as well as special offers.

In the below retention email, Silly George reminds the customer that they’re probably due for a “top up.” This inspires the recipient to take action and make a purchase – and therefore remain a customer. During this stage Prose might also send emails with tips on lash care, as well as how-tos with other beauty advice.

7. Loyalty

Loyalty is a stage that often gets overlooked because it can feel a bit abstract. But it’s in this stage that you create repeat customers.

In the loyalty stage, emails focus on rewarding long-time customers and reinforcing their positive experiences with your brand. This is the phase where you can deepen connections and encourage advocacy.

Key loyalty email types include:

• VIP offers or early access
• Milestone celebration emails
• Loyalty program updates

Once again, think of this as a proper life relationship, where you want to show gratitude so that each person (that is, each customer) knows that they are appreciated, and therefore they will hopefully appreciate you in return (buy continuing to do business with you!). So if you own, let’s say, a coffee subscription service, you could send an email thanking a customer for their one-year anniversary with an email subject line saying “Here’s a special gift for being with us: $10 off your next order.”

Not only have we tackled the loyalty stage here, but also retention. Check and check!

The below email journey example goes the milestone route, making the customer feel extra special. The company does so by wishing the customer happy birthday and offering them a special discount. As part of the loyalty stage, Cuyana could also send an in-store event invite or a special product perk for long-time clients.

Prose moves on to the loyalty stage in this customer journey email example, which offers an extra gift as part of the loyalty program. These kinds of rewards build an ongoing relationship with the customer – one in which the customer feels appreciated and returns as a buyer again and again. To generate loyalty, Prose might also send emails with special loyalty program discounts, as well as early-access emails for new products.  

In the below example, quip feeds customer loyalty by offering app users various rewards. Not only does it generate dedication from the customer, but motivates them to download and use the app (and therefore add yet another valuable touchpoint with the brand). They could also send an email offering loyal customers a free dental floss, or an email with exclusive access to a new limited-quantity toothbrush. The goal: make these loyal customers feel valued.

8. Advocacy

Advocacy emails empower satisfied customers to share their positive experiences with others. Because repeat customers are important, but customers who bring in more repeat customers are even better – the benefits are exponential! This stage helps turn loyal customers into brand ambassadors who actively promote your products or services. 

How can you tap into this magic? Consider implementing the following types of emails: 

• Referral program invitations
• User-generated content requests
• Social sharing incentives

To do this, you might send an email with the subject line, “Love our products? Share the joy and earn rewards!” offering a discount for every friend referred. Or, you could offer a discount if customers post on social media and tag you. 

In the below customer journey email example from quip, the company uses a fun play on words to offer a reward to happy customers that spread the word. They could also send an email with an Instagram hashtag contest, or a special discount for providing a product review. 

Who doesn’t want 20% off their next order? During the advocacy stage, Primary uses a compelling discount to get its subscribers to reach more potential customers. Advocacy unlocked – it’s as simple as that.

9. Re-Engagement

It’s probably clear by now the importance of returning customers – so, not surprisingly, if the customers aren’t returning, it’s time to re-engage. As such, re-engagement emails are a type of email designed to win back customers who have become inactive or disengaged. These emails should grab attention and offer hard-to-pass-up reasons to return.

Re-engage with customers with emails such as:

• “We miss you” campaigns
• Exclusive comeback offers
• Feedback requests

In this re-engagement stage, an ecommerce store might send an email with the subject line, “We miss you! Here’s 20% off to welcome you back,” enticing lapsed customers to come back and see what the store has to offer.

The below email journey example from Ritual lets the customer know they’ve been missed, and tempts them to return with a 40% off discount. To further reignite engagement, Ritual could send an email asking for feedback (maybe the customer’s disappointed in the product or service), or an even steeper discount. 

Below, Cuyana reconnects with the customer to remind them to take advantage of an already-sent discount, hopefully bringing them back for another purchase. If the customer doesn’t make a purchase, Cuyana might send a bigger discount, or perhaps pique the recipient’s interest with an intriguing new product, plus an extra-special offer. Anything reasonable to get the customer back in the loop.

The truth is you could have a whole email journey about awareness or have a journey that covers multiple stages, such as awareness, consideration, etc. 

So whether you move the lead through the stages with one or multiple journeys will depend on the complexity of your product, business, etc. 

With that in mind, let’s see how to create an email customer journey.

How to Create an Email Customer Journey

Alright, you’re now convinced that you should start paying attention to these email customer journey stages, but how and where to get started? Let’s break it down, step by step.

1. Complete Your Email Journey Mapping

The first step in creating an effective email marketing customer journey is to do customer journey mapping. To do this, you’ll want to identify all the existing touchpoints where a customer interacts with your brand. This includes not only email but also website visits, social media engagement, and in-store experiences. Understanding the full customer experience helps pinpoint opportunities to integrate email effectively into your email customer journey map.

2. Identify Gaps in the Customer Journey

Once you’ve done your customer journey mapping, identify gaps in both their overall experience with your brand, and when it comes to your email marketing. Ideally, your email marketing will not only support and enhance the stages of the overall customer journey, but your emails will hit each of the stages as well – making for a complete email customer journey map.

To make this happen, assess where people may drop off or encounter challenges in their email customer journey. Maybe you realize that all of your emails go straight into full-on “consideration” mode – that you’re selling and promoting your product hard from the start, with no real education around the pain point.

Or maybe you make the sale, and then just push your customers out of the metaphorical nest. Off they go with your product, never to hear from you again. You’ve left the entire second half of the customer journey untouched, and lost many customers and potential customers in the process. 

So in going through the process of email journey mapping, take note of those gaps where you either haven’t addressed a stage, or haven’t done so in a thoughtful and thorough manner.

3. Address Customer Journey Gaps

With a clear understanding of your touchpoints and gaps, it’s time to start creating emails and email journeys that cater to different stages we’ve discussed. 

There are two ways to go about this. Either slot in an email to accommodate an unaddressed stage (like, say, an abandoned cart email to get people to make a decision), or create an automated email journey that more thoroughly walks subscribers through a specific stage or even multiple stages.

Review your map and determine where and with what types of messages you can support and nurture each customer through their email marketing journey.

4. Create Automated Email Journeys

As we’ve just discussed, a part of effectively moving your customers through their journey is by implementing automated email journeys. For this, you’ll want to really lean on email automation tools in order to schedule your emails, segment your audience, and deliver personalized content that aligns with their needs. 

This is an integral part of how to do email marketing, as it allows you to guide your audience through the customer journey with minimal effort. It also permits timely delivery, as well as personalized messages triggered by customer actions (and in many cases, these actions represent stages!), such as signing up, making a purchase, or abandoning a cart. 

So, in a basic automated customer journey, you might create a welcome series, where a person signs up for your emails, receives a welcome email (awareness), which is followed by an email with testimonials (consideration), and then an email with a limited-time discount and additional selling points (decision). 

Another journey might be triggered by a customer purchase, which is followed by a how-to guide (education), then by complementary product recommendations (cross-selling), then an email newsletter with brand and product updates (retention), after which you send a “we appreciate you” email with a discount (loyalty), and finalize with a “share with your friends and get a discount” email (advocacy). 

You could bounce back and forth between these stages, reinforcing steps like education, upsells, loyalty, and advocacy. The main goal is to make sure you’re not neglecting any of these stages, and therefore keep your customers moving through them (even indefinitely!).

5. Measure & Optimize Email Customer Journey Success

To make sure your email marketing customer journey is effective, you’ll want to track key email marketing metrics. These include open rates, click-through rates, unsubscribe rates, and conversion rates. 

Not only is it important to evaluate each email send, but if you notice that subscribers are falling off at a certain stage – that is, perhaps a certain email is getting fewer clicks than others in your workflow – then you’ll know that this is a possible roadblock in your email customer journey and, therefore, an opportunity for improvement. 

Not sure which changes to make or what will work? Consider A/B testing to experiment with subject lines, content, and design. Continuously analyze performance data to refine and optimize your campaigns, and to make sure that your emails and workflows are moving customers through their journey successfully. 

Final Thoughts on Building an Effective Email Customer Journey

No matter your business, your sales and success depend on a customer journey – and a strategic email customer journey is a critical part of this process. By applying these aforementioned strategies as well as practical email marketing tips, you can build an email customer journey that builds engagement, loyalty, and results. With thoughtful email journey mapping, and ongoing optimization, your email campaigns can form a foundational part of your business’s success.

Start building your email customer journey today with SiteGround Email Marketing. Beautifully designed templates, a built-in AI writer, robust segmentation and automation tools, and easy-to-understand analytics, all will enable you to create a successful email customer journey in no time.