{"id":12558,"date":"2019-02-07T17:51:28","date_gmt":"2019-02-07T12:21:28","guid":{"rendered":"https:\/\/email.uplers.com\/blogs\/?p=12558"},"modified":"2020-10-28T17:13:12","modified_gmt":"2020-10-28T11:43:12","slug":"expertise-email-every-stage-of-customer-journey","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/expertise-email-every-stage-of-customer-journey\/","title":{"rendered":"How Brands should Offer Expertise Email at Every Stage of the Customer Journey"},"content":{"rendered":"

Expertise builds trust. For a life-threatening ailment, you would prefer a doctor with expertise of multiple years than a freshly graduated medical student. Same is with your customers. Unless you don\u2019t show your expertise of solving their pain point, they may not choose your business. Now, the most common problems that businesses face are how to offer expertise to someone who is interacting with them for the first time. The answer lies in the message that your customer receives from you. Purchases made as a result of receiving a marketing message in an email has the highest conversion rate (66%), when compared to social, direct mail and more (Source<\/a>).<\/p>\n

\"\"<\/a><\/div><\/div>\n

So, we have proved that emails are a great way to display expertise, yet offering expertise is not achieved from a single email. It is gradually built by educating your subscribers at every stage of the customer journey.<\/p>\n

    \n
  1. Awareness \u2013 Prospect learns about the brand or product<\/li>\n
  2. Purchase \u2013 Prospect purchases product and becomes a customer<\/li>\n
  3. Relationship building \u2013 Brand nurtures relationship with customer<\/li>\n
  4. Retention \u2013 Brand retains one-time customer, making them into a loyal one<\/li>\n
  5. Advocacy \u2013 Customer advocates for brand on social media and beyond<\/li>\n<\/ol>\n

    Awareness stage emails<\/h2>\n

    At this stage, your potential customers are only aware about your brand name and some of your products \/ services. They are curious to know about your brand and what solutions you have to offer. Emails that list out different products\/services you offer and the relevancy, of what your offer, to their current problem are what businesses need to send in this stage.<\/p>\n

    In the below welcome email by Virgin America<\/em><\/strong>, the subscriber is felt welcomed and the email copy states what the subscriber stands to gain from their emails. They finally concluded the email by providing a relevant link for the subscriber to be better prepared during their next trip.<\/p>\n

    \"Virgin<\/p>\n

    Most subscribers at this stage opt for a free trail to understand the hangs. You can send an email listing out the features the subscriber can avail as well as what they can expect when they opt for a paid version. In the below email by Headspace<\/strong><\/em>, the subscriber is welcomed for opting for a free trial and assured that they can access the content provided in the trial forever. In the end, they have showed the benefits of choosing their subscription plans.<\/p>\n

    \"HeadSpace<\/p>\n

    \"\"<\/a><\/div><\/div>\n

    The goal of the emails at this stage is to provide enough information to the subscriber in order to bring them to the verge of making a purchase. So, you need to \u2018nurture\u2019 them with emails such as:<\/p>\n