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Email Marketing - Nurture Journeys for Every Stage of the Customer Journey

email marketing

Email marketing is a powerful tool that allows businesses to connect with their audience effectively. However, the key to success in email marketing lies in delivering the right message to the right people at the right time.

One way to achieve this is by implementing email drip nurture journeys tailored to the various stages of the customer journey.

Below are just some examples of what these campaigns could look like. Look to leverage an email platform with pre-built behaviour-triggered automation to assist with building out these flows efficiently and effectively and monitor results around delivery, open rate and click-through to gauge success.

New Customer/Welcome Series

  • Importance: The welcome series is your first opportunity to make a positive impression on new subscribers. It sets the tone for your brand and establishes a relationship with your audience. It can also make your customers feel valued from day one and connect with your brand,

  • Email Marketing Campaign: Send a series of three emails over the first week after subscription.

    • Email 1 (Day 1): A warm welcome email thanking the subscriber for joining your community. Provide a brief overview of your brand and its values. If you have the capability look to add a personalised touch by addressing this to the customer by name.

    • Email 2 (Day 3): Share valuable content, such as a blog post or a how-to guide, to showcase your expertise and provide immediate value to the subscriber.

    • Email 3 (Day 7): Introduce your product or service, highlighting its benefits. Include a strong call-to-action (CTA) encouraging the subscriber to take the next step, like signing up for a free trial or exploring your product catalogue.

Browse/Cart Abandonment

  • Importance: When a potential customer browses your website but leaves without making a purchase, it's crucial to re-engage them and guide them towards conversion.

  • Email Marketing Campaign: Create automated emails triggered by a user's browsing behaviour.

    • Email 1 (Within 1 hour): A friendly reminder of the products or pages they viewed, along with similar product recommendations. If they have provided data such as their name consider personalising this to address them by name,

    • Email 2 (After 24 hours): Highlight customer reviews and testimonials for the products they were interested in, building trust.

    • Email 3 (After 48 hours): Offer an exclusive discount or promotion to incentivise the purchase.


  • Importance: Existing customers are more likely to make additional purchases. Cross-selling emails target these customers to increase their lifetime value.

  • Email Marketing Campaign: Send personalised cross-sell recommendations based on the customer's purchase history.

    • Email 1 (Immediately after a purchase): Thank the customer for their recent purchase and recommend complementary products.

    • Email 2 (After 1 week): Showcase popular or trending items that align with their previous purchases.

    • Email 3 (After 2 weeks): Offer a loyalty program or exclusive access to new products, further engaging the customer. Consider a loyalty discount to further incentivise a purchase and make the customer feel valued.

Win Back

  • Importance: Customers who have lapsed or become inactive represent a valuable opportunity to re-engage and regain their interest.

  • Email Marketing Campaign: Create a win-back series aimed at rekindling their interest.

    • Email 1 (After 30 days of inactivity): A re-engagement email with a compelling subject line and a reminder of the benefits of your products or services.

    • Email 2 (After 45 days of inactivity): Offer a time-limited discount or promotion as an incentive to return.

    • Email 3 (After 60 days of inactivity): If there's still no response, send a farewell email, letting them know they will be unsubscribed soon. This often prompts a last-minute engagement.

Email marketing is a dynamic and versatile tool that can be adapted to every stage of the customer journey. By tailoring your communication to each stage and implementing behaviour-triggered automation like welcome series, browse abandonment, cross-sell, and win-back campaigns, you can maximise engagement, nurture relationships, and drive conversions. Remember, the key is to provide value and relevance in every email, ultimately strengthening your connection with your audience and boosting your business's success. #EmailMarketing


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