Why Understanding the Customer Journey Matters
Imagine this—you have a great product, but people don’t buy it immediately. They first need to know about it, consider its value, and feel confident in their decision. Even after they buy, keeping them engaged ensures they return and recommend your brand to others.
This is where the Marketing Funnel comes in.
Originally developed by Elias St. Elmo Lewis in 1898 as the AIDA model (refer to AIDMA model), the marketing funnel has evolved into a five-stage journey: Awareness, Consideration, Purchase, Retention, and Referral.
Many businesses struggle with converting leads into loyal customers because they lack a clear strategy for each stage. Email marketing is a powerful tool that can guide potential buyers through this journey, ensuring they receive the right message at the right time.
Let’s explore each stage of the Marketing Funnel and see how email marketing can help maximize results.
The 5 Stages of the Marketing Funnel
Awareness – Making the First Impression
During this phase, people start getting familiar with what you offer and your brand. They may have seen an ad, read a blog, or heard about you from a friend.
Your goal is to introduce your brand, products, and values clearly and engagingly.
- Key focus: Build brand recognition and establish credibility.
- Email marketing strategy: Include this information in your welcome email. A personalized welcome email with brand highlights and a call to action (CTA) to explore your website.
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