Email Marketing

4 Stages of Email Marketing

“Email has an ability many channels don’t: creating valuable, personal touches – at scale.” David Newman

So far, we’ve learned about how to write effective and impactful emails that convert, the elements that make up high converting emails and how to turn anything into email copy.

This course will show you the four different stages of email marketing.

Once you get people to subscribe and be on your list there are several times and reasons you should be sending them emails. First of all being consistent and staying in touch helps your subscribers remember who you are.

Email marketing done right can get results for your business, even if you are just starting out.

It’s not just the size of your list that matters anymore. It’s about how excited, engaged and yes, how responsive your readers are. Building that engagement begins with the very first welcome email and doesn’t end until they unsubscribe.

You want to build a relationship with every subscriber. You must be building trust in both you and your brand.

Before you start your email marketing, create a plan of what you want your subscribers to learn, get out of your emails and where you want to take them in the future.

The four stages of email marketing begin with the initial lead generation when they first subscribe. Then it moves to nurturing those leads by keeping them engaged with the them goal of turning them into customers.

Next you need to re-engage those who have gone stale or have stop responding. Finally, after they’ve move to customers you want to find ways to get them more engaged and buying more.

This guide takes your through each of these four stages, giving you the strategies and tips to build your email marketing plan for high converting emails.

Let’s get started.

Initial Lead Generation 

It happened. You got them to sign up and download your freebie. Now what?

Now is the perfect time to begin building a relationship with them. Your first email, the welcome email, sets the tone for how your reader is going to interact with you. 

Many brands simply send out a subscription confirmation email. That’s okay but you can begin building your relationship with a few changes to that first email.

You want to create an email welcome campaign that will reduce the time until they make their first purchase from you. Building your relationship from the very first email with your subscriber increases the conversion rates and subscriber loyalty as well. 

That’s why it’s important the message be branded, compelling and useful to the reader. 

In the welcome email and the series that follows, you are introducing yourself and getting to know what your readers need. A welcome email series can be any length, but the average is 5 days. 

You can create an email series in different ways. Here is a general guide. You may have different goals for your email series. 

Start with the welcome email.

In the first welcome email, thank them for subscribing and request they add your email address to their approved senders list. Tell them what to expect out of their subscription and the frequency you’ll connect with them. This also a good time to find out why they subscribed and what they expect to get out of their subscription. 

Email number two is where the relationship starts to build. In this email you can begin by telling them a story with a surprising fact that makes them think. 

Email number three of the initial series continues building the relationship. In this email you can start giving solutions to the problem you talked about in the previous email. 

Email number four is unexpected effects of solving the problem you and others have had and how you overcame them. 

The last email is where you can begin to pitch your personal system. Show them how you overcame the problem you mentioned. 

When creating a successful welcome email campaign, there are several strategies that can help you.

Lead Nurturing

Now that you have them on your list, and they’ve been through the welcome series it’s time to begin nurturing them. You want to keep those leads warm and engaged with a goal of turning them into customers. So how do you do that?

Nurturing your lead means staying in contact with them while building a long-term relationship. Your nurture emails will naturally follow your welcome emails because you want to keep them engaged.

You can create effective lead nurture emails that educate and encourage your contacts to become customers by signing up for your service, making a purchase or performing some other action you have set for them.

With your nurture emails, you can show off what makes you different from your competitors. You can provide them with the perfect solution to their needs.

Email Marketing is impossible without a good Autoresponder.

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Lead Re-engagement

Did you know you lose 25% of your subscribers every year?

And it’s not just from people who unsubscribe. It’s because they stay subscribed but no longer interact with you. They ignore your emails. So how do you get them back?

A re-engagement email sequence might be able to win them back. The goal of a re-engagement email is to get cold subscribers to begin interacting with your emails again.

To get them to begin engaging again, you need to understand why they stopped in the first place. It could be for one of these reasons:

  • Too many emails
  • Subject lines that were clickbait
  • The design of the email was too confusing
  • Not optimized correctly for mobile
  • Irrelevant or repetitive content
  • They only signed up to get the one-time offer

Before you can get started sending emails for re-engagement, follow the tips below.

Identify subscribers who aren’t engaging. Most email service providers have a way for you to see people who have joined your list at a certain date and haven’t opened any of your recent emails. Then segment them for your re-engagement campaign.

Segment your list so that you are sending different re-engagement emails that are relevant. You want them to be relevant so your subscriber will be more likely to respond. So, look at location, gender, past behavior and other factors when segmenting.

Next you need to create a series. You need to send more than one re-engagement email to be effective. If they aren’t interested to start with, they will need a bit of warming up to get them re-engaged. Three to five emails in a series is a good recommendation.


You most likely have subscribers who have purchased something from you. That’s great. But to keep them engaged and buying more, you need to keep their attention and provide value to them. You can do this in several different ways in your emails.

Effective email marketing shouldn’t end when the customer buys your product. As a business owner you want to maintain a strong relationship with your shoppers. You can do this by sending relevant content.

Immediately after they have bought something is the right time to begin strengthening your relationship.

Do this by:

  • Providing the shipping information, if it’s a tangible product. Update them on when their item will be delivered. If it’s a digital product, send a confirmation of their purchase and how they can access their product.
  • Send a post purchase emails that give them ideas on how to use the product, how to wear the clothing they purchased or how to care for the product.
  • Ask for feedback reviews from your customers.
  • Cross sell and upsell your products in a future email. This keeps your brand at the front of their mind. You can include recommended products based on their recent browsing or what they purchased. Show similar products the customer might like.
  • Send out emails that remind them to replenish something they purchased, if it’s a consumable product.
  • Keep them engaged by giving them updates on new products or ways to use the product they purchased.
  • Send them an email encouraging them to like your social channels.
  • Give them VIP offers. Use the occasional “exclusive subscriber offer”.
  • Send them emails with coupons specifically for subscribers who have purchased before only.
  • Email them free samples, courses, webinar passes or tickets to your event.
  • Educate them on your products, services and the industry.
  • Keep them entertained with stories of how others are using the product or service and how they’ve upgraded to another product or service.

However, you do it, be strategic about turning your customers into repeat buyers who want to stay engaged on your email list.