Writing Emails That Align With Customer Journey

People don’t buy because they understand your brand—they buy because they feel understood. And great email marketing is more than eye-catching designs; it’s about sharing the right content at the right time to meet customers where they are. Here’s how to tailor your emails to each step in the customer journey: For first-time subscribers, start by introducing your story, sharing social proof, and showing how your products fit into their lives. A warm welcome email sequence can build familiarity and trust, setting you apart from just another brand in their inbox. After their first purchase, don’t stop at a simple “thank you.” Follow up with tips, care instructions, or complementary product suggestions, showing you care about their experience and satisfaction. This not only reinforces their decision but keeps your brand top-of-mind. For returning customers, deepen loyalty by offering exclusive perks, early access, or personalized recommendations. Tailored email content here shows them they’re part of an inner circle, building connection with every message. And for your VIPs—the loyal champions of your brand—treat them to pre-launch access, loyalty rewards, or exclusive content that feels crafted just for them. Ultimately, email marketing done right isn’t just about explaining your product; it’s about helping customers feel understood at every stage of their journey and building lasting connections. If you nail this - you already are miles ahead of your competitors.

Using "Hey {first name}" in your marketing emails and calling it personalization is like picking up a rock and calling it a hammer. Technically, it works. But we have better tools now, and failing to take advantage of them is going to leave you choking on the dust of your competitors. Here's how to catch up with the times and use TRUE personalization to boost engagement, loyalty, and conversions: 1. Use dynamic content fields to customize emails based on customer attributes, behaviors, and preferences. Go beyond just {first name} – incorporate product views, past purchases, and customer lifecycle stage. Don't be creepy! Be conversational. You want the reader to feel like you understand their needs, not like you've been peeking through their blinds. 2. Set up behavior-triggered automations like browse abandonment and cart recovery flows. Make these highly relevant by including viewed products, social proof, and timely offers. Marketing is all about getting the right offer in front of the right person at the right time, and behavior-based emails are one of the best ways to do that on a consistent basis. 3. Implement Recency, Frequency, and Monetary Value (RFM) segmentation to deliver personalized messaging to different customer groups. Target VIPs, at-risk customers, and prospectives customers with specific messages to convert or retain them. 4. Create personalized journeys that adjust the user's experience based on customer data or actions. For example, if you're sending the exact same post purchase sequence to a repeat purchaser as you are for a first-time buyer, you're missing a huge opportunity. 5. Use replenishment flows for consumable products, reminding customers when it's time to reorder. Or, capture email addresses on PDPs for sold out products and notify them when the item in back in stock. Easy sales. Be careful to avoid these common personalization mistakes: 🙅🏼 Over-personalizing in a way that feels intrusive or creepy 🙅🏼 Sending irrelevant recommendations due to inaccurate or outdated data 🙅🏼 Over-segmenting to the point where segments are too small to be effective 🙅🏼 Using templated, robotic language that sounds unnatural The key is finding the right balance ––  personalized enough to be relevant and engaging, but not so specific that it becomes cringey or off-putting. When done well, personalization makes customers feel heard, understood and valued. This builds loyalty, increases engagement, and ultimately drives more conversions and revenue. Level up your personalization with one (or more!) of these strategies, and your KPIs are going to shoot up and to the right.

Imagine this: Someone buys a tub of protein powder. And your next 3 emails pitch… meal replacement bars they’ve never asked for? Not only is it irrelevant, it lowers engagement across the board. Here’s the fix: Post purchase category matrix. Tag each product with a clear “need state” (muscle gain, recovery, weight loss, energy, etc.) Map customers by last purchase → next logical step Build email flows that respect their actual journey Example: • Bought protein powder → Wait 7 days → Recommend shaker bottle or recipe guide • Bought creatine → Wait 10 days → Suggest hydration support or stacking options You’re not just selling supplements. You’re supporting a routine. Make every follow up feel like a smart next step. If you don’t segment by product category, you’re throwing away money.