One of the most powerful touchpoints a brand has with its customers is by Email. It’s personal, direct, and can be measurable. But the secret to great email marketing isn’t just what you send, it’s when you send it and how it speaks to where your customers are in their journey with your brand. Whether customers are just discovering you, considering a purchase, or have been loyal fans for years, every person deserves an email that feels timely, relevant, and human. Blasting the same generic messages to your entire list, and not regarding which stage they are is not the best.
In this post, we’ll break down the five main stages of the customer journey and share free, customizable email templates for each one. You can use them to inspire your messaging, and nurture stronger connections and engagement at every step of the customer’s journey. We can also look at how to weave in social proof and reviews to make the messages more encouraging and interesting.
1. Awareness: Making a Great First Impression
This is where it all begins. The customer has just discovered your brand or store maybe through a social post, an ad, or directly on your website. At this stage, your goal is simply to introduce your brand, communicate your value or what you can offer, and invite curiosity. You’re not selling hard, you’re starting a relationship. An awareness email should feel welcoming and informative but light, not to overwhelm new subscribers.
Template: Welcome & Brand Introduction
Subject: Welcome to [Your Brand/Store]! Here’s What You Can Expect
Body: Hi [First Name],
We’re so glad you found us! At [Your Brand], we believe [insert your mission or what makes your brand special e.g., “everyone deserves to shop with confidence” or “sustainable living should be simple”].
To help you get started, here’s what you can look forward to:
✅ Helpful tips, exclusive offers, and insider updates
✅ Inspiring stories from our community
✅ Tools to make your [product/service] experience even better
You’re officially part of the family and we can’t wait to make your journey amazing.
Warmly, The [Your Brand/Store] Team
Just to add, If you use Kudobuzz, this is also a great moment to include a social proof snippet that could be a short quote or star rating from a real review. It builds trust instantly and easily reinforces that others love your brand, too. Additionally, you can also use this email to set expectations about how often you'll be reaching out and what kind of value subscribers can expect. Transparency here helps reduce unsubscribes down the line and builds trust from day one.
2. Nurturing Trust and Interest
At this stage, your potential customer is intrigued but hasn’t taken the leap yet. They’re comparing options, reading reviews, and deciding if your brand fits their needs. Therefore, your emails here should educate, reassure, and remove hesitation.
Template: Build Trust Through Value
Subject: Why customers love [Your Brand/Store] (and why you will too)
Body: Hey [First Name],
Thinking about trying [product/service]? Here’s what real customers have to say:
“[Customer review snippet #1]”
“[Customer review snippet #2]”
We’re all about transparency and great experiences simply just ask our community.
Still have questions? Reply to this email anytime, we love hearing from you.
Ready when you are, The [Your Brand] Team
Additionally, you could add testimonials right into your email content. They will appreciate it better as they are getting to know you and feedback is always a good starting point. Consider adding a "Frequently Asked Questions" section in consideration-stage emails too. Address common objections or concerns before customers even have to ask. This proactive approach shows you understand their hesitations and care about making them feel confident in their decision.
You might also include educational content that positions you as an expert without being sales-y. Blog posts, how-to guides, or comparison charts can help customers understand why your solution is the right fit for their specific needs.
3. Conversion: Turning Interest Into Action
Now the customer is ready to buy or is close to it. This is your chance to make the experience easy, personal, and exciting. The best conversion emails combine urgency and empathy. They reassure the customer they’re making a smart decision while providing a clear call to action. This is also where you can use behavioral triggers effectively. If someone abandoned their cart, browsed a specific product multiple times, or downloaded a resource, you can tailor your message to exactly what they've shown interest in.
Template: Special Offer
Subject: Your [Product Name] is waiting for you, grab it before it’s gone!
Body: Hi [First Name],
We noticed you’ve been eyeing [Product Name] and we can’t blame you! It’s one of our community favorites (just check out the reviews!).
Here’s a little nudge from us: use code WELCOME10 for 10% off your first purchase.
We can’t wait for you to experience [product benefit]. Once you do, we think you’ll love it as much as everyone else does.
See you at checkout,
The [Your Brand/Store] Team
Use reviews as closing tools. For instance: “Rated 4.9 stars by over 1,000 happy customers” or “Trusted by 10,000+ users worldwide.”
4. Retention: Keeping Customers Coming Back
You’ve earned the sale now, thankfully. The next goal is to keep your customers engaged, happy, and excited about coming back. Retention emails should focus on delighting your existing customers and reminding them why they chose you.
Template: Thank You + Post-Purchase Follow-Up
Subject: Thank you for choosing [Your Brand]!
Body: Hey [First Name],
Thank you so much for your recent purchase. We really hope you’re loving your [product name]!
Your feedback means the world to us. Would you mind sharing your thoughts? Your review helps us grow and helps others shop confidently.
[Leave a Review Button]
To say thanks, here’s a little something for next time: 10% off your next order with code THANKYOU10.
We appreciate you more than you know.
Warmly,
The [Your Brand] Team
Alternatively, you can automate review request emails like this using Kudobuzz. It can be timed perfectly after a purchase or fulfilment of an order. This keeps your review flow fresh and strengthens your customer relationships with minimal effort. You can also create a loyalty program announcement email at this stage, inviting customers to join and start earning rewards for repeat purchases. People love feeling like VIPs, and loyalty programs give them tangible reasons to choose you over competitors next time.
5. Advocacy: Turning Happy Customers Into Brand Ambassadors
Your most valuable customers aren’t just buyers but they become your free advocates. They refer friends, post on social media, and amplify your brand organically. The right email at this stage can encourage and reward that advocacy.
Template: Encourage Sharing & Referrals
Subject: Love [Your Brand]? Share the joy
Body: Hi [First Name],
We can’t thank you enough for being part of the [Your Brand] community. You’ve helped us grow through your support and kind words, and now we’d love to return the favor.
Here’s your personal referral link: [Referral Link] Give your friends 10% off their first order, and you’ll earn 10% credit when they shop.
It’s our way of saying thank you for helping us spread the love.
Cheers,
The [Your Brand/Store] Team
Always try to include customer photos, testimonials, or even your latest Kudobuzz social review feed to show real people sharing their joy. It inspires others to do the same and creates a sense of community around your brand.
Re-Engagement — Bringing Customers Back
Every brand has dormant customers or those who haven’t purchased or engaged in a while. A smart re-engagement email can win them back with empathy and a little incentive.
Template: Win-Back Email
Subject: We miss you, [First Name] Body: Hey [First Name],
It’s been a while since we’ve seen you around—and we just wanted to check in. We’ve launched some exciting new things you might love, and we’d hate for you to miss out.
Here’s a little “welcome back” treat: 15% off your next purchase with code COMEBACK15.
No pressure, just good vibes and great products waiting for you.
See you soon,The [Your Brand] Team
At this step it is always ideal to segment your re-engagement emails using Kudobuzz insights or customer activity data. If someone left a review months ago but hasn’t returned, reach out with a message that rekindles that connection.
How to Make These Templates Work for You
When you align your messages with each stage of the customer journey from awareness to advocacy, you create a seamless, human experience that keeps people coming back. You're not just sending emails. You're building relationships, one message at a time.
And with Kudobuzz, you can take this even further. Collect reviews automatically, display them beautifully on your site and social channels, and use them to power your most effective email content. Reviews become the fuel that makes every stage of your customer journey more credible and compelling. Because at the end of the day, customers don't just remember what you sell. They remember how you made them feel. So use these templates, personalize them, and let every email remind your audience that they matter to you. That's how you turn casual buyers into lifelong fans.