Good morning, Chase and Jimmy here!

Most email campaigns fall flat because they’re not connected to a bigger plan.

You might have a welcome series here, a cart reminder there—but without a full customer journey, it’s just noise.

This morning's breakdown shows you how to create an intentional email experience that meets your subscribers where they are and nudges them toward their next step—whether that’s their first order, a repeat purchase, or a referral.

We’ll walk through each stage of the email customer journey, show you what to send, and help you map out a strategy that drives real retention (not just clicks).

Inside this issue:

🛠 The latest and greatest updates from Omnisend
📍 Step by step guide for mapping your customer journey
🔥 This week's DTC win comes from the iconic "Love me like you do" singer
💸 Your hack for getting a pro-level CFO, without the overhead

Let’s send it.👇

🛠 New from Omnisend: May Product Updates You’ll Actually Use

Faster builds, better insights, and higher conversions—Omnisend’s May updates are packed with practical upgrades. Whether you’re building emails, managing forms, or digging into reports, this update is full of small upgrades with a big impact.

✨ Here are the highlights:

• AI Subject Lines That Match Your Brand Voice: Omnisend AI now adapts to your tone and works across campaigns and automations.

• Wheel of Fortune = Higher Conversions: Now sends discount codes via email to cut fake signups and boost redemptions.

• Flexible Multi-Step Forms: New button options let you play with wording and design without limits.

• Better Data Visibility: Customizable contact tables and GDPR-friendly exports give you more control.

• SMS Compliance Upgrades: Expanded keyword matching + in-app warnings help you stay compliant (especially in China).

• New Integrations: Use ZigPoll for smart surveys or sync data to your warehouse with Portable—no code needed.

📍 First Click to Repeat Purchase: Your Email Customer Journey Guide

Most marketing emails fall flat because they’re not part of a bigger plan.

A clear customer journey gives your messages purpose and structure. Each one supports the next, so you're always guiding subscribers toward that next step.

Here’s how to build an email journey that nurtures, converts, and retains.

Okay, But What Exactly Is an “Email Customer Journey”?

It’s the path your subscribers take with your brand via email – from the moment they sign up, to their first order, and eventually to referring others.

We’ll get into the different stages in a bit. But first…

Why Mapping Out the Email Journey Matters

When your emails match what your customer is thinking or doing, they feel more personal. They get opened, clicked, and acted on.

That means:

• Higher engagement

• More conversions

• Better customer retention

Now, let’s walk through the five main stages of this journey (and what to send at each one).

The 5 Stages of the Email Customer Journey

1. Awareness

Someone signs up for your list. They’re curious but don’t know much about you yet.

What to send:

• A warm welcome email or mini welcome series

• A quick intro to who you are and what you offer

• A first-timer discount, gift, or exclusive content

This is your chance to make a strong first impression. Keep it friendly, simple, and focused on what’s in it for them.

Example: Pepper’s welcome email

2. Consideration

They’ve looked around. Maybe they’ve visited a product page or clicked an email, but they’re still deciding.

What to send:

• Product comparisons or best-sellers

• Customer reviews and testimonials

• Educational content like “how it works” or FAQs

You’re helping them learn more and feel confident that your product is the right choice.

Example: Oobli’s product comparison email

3. Decision

They’re close to buying. They just need a little push.

What to send:

• Abandoned cart reminders

• Limited-time offers or free shipping

• Support emails to handle last-minute questions

At this point, make it super easy to say yes. Reinforce value, remove friction, and include a strong CTA.

Example: Experiment’s abandoned cart email

4. Retention

They made a purchase – hooray! Now your job is to keep them engaged.

What to send:

• “Thank you” emails

• Product care tips or usage guides

• Loyalty rewards or special offers

But don’t just say thanks and disappear. Stay in touch and keep showing up with value.

Example: Gaia Herb’s post-purchase email

5. Advocacy

They love your brand. This is when they’re most likely to tell others!

What to send:

• Referral program emails

• Review requests

• Early access or exclusive perks

You gotta make it easy for them to share their love and feel part of your brand story.

Example: Cometeer’s refer-a-friend email

How to Create Your Email Customer Journey

Now that you know what the journey looks like, let’s talk about how to build it step by step.

Step 1: Set Clear Goals

Before writing a single subject line, zoom out. What do you want your emails to achieve?

Start with one or two core goals, like:

• Driving more first-time purchases

• Increasing repeat orders

• Getting reviews or referrals

• Re-engaging inactive subscribers

Once you’ve defined your goals, tie each one to a specific part of your journey. For example:

• Welcome series: Get new subscribers to click through and browse

• Abandoned cart flow: Recover at least 20% of lost checkouts

• Post-purchase emails: Increase second purchases within 30 days

Having clear goals makes it easier to measure success and improve over time.

Step 2: Segment Your Audience

Not everyone on your list is on the same path. Some are just getting to know you. Others are on their fifth order.

Segmentation helps you speak to people based on where they are in their journey.

Here are a few smart ways to segment:

• By behavior: Viewed products but didn’t buy / Haven’t purchased in 60+ days

• By customer type: First-time buyer / VIP or high spender / Discount shopper

• By engagement level: Opens every email / Occasionally clicks

Once you’ve grouped people logically, tailor the message. Even small tweaks (like showing recently viewed items) can boost engagement.

Step 3: Map Out the Journey

Take a step back and look at the full customer experience. Pull up a whiteboard (or a doc) if you need to visualize or jot this down.

Ask yourself:

• What happens right after someone signs up?

• What should a new customer get after their first order?

• What if they haven’t opened or purchased in a while?

List the key touchpoints, then decide what kind of message should go at each one. Keep the focus on what’s helpful, not just what you want to say.

You don’t have to overcomplicate this. Even five or six well-timed emails can do a lot of heavy lifting.

Step 4: Write and Personalize Your Content

When it’s time to create your emails, focus on clarity and relevance.

Here are a few tips:

• Lead with a strong subject line

• Keep your copy easy to scan

• Use the customer’s name or location if possible

• Suggest products based on browsing or buying history

• Make the CTA clear and benefit-driven (“Grab Your 10% Off” > “Shop Now”)

The goal isn’t to sound clever. It’s to be helpful, trustworthy, and on point.

Step 5: Automate the Flow

Once you’ve mapped and written your emails, plug them into an automation platform.

Set up triggers based on customer actions:

• Signed up = Send welcome email

• Added to cart = Send cart reminder

• Bought something = Start post-purchase flow

Automation saves time and keeps your messaging consistent. You don’t have to remember who needs what. The system handles it for you.

Step 6: Monitor and Improve

Finally, keep an eye on what’s working.

Check:

• Open and click rates

• Revenue per email

• Unsubscribes

• Flow completion rates

Set time each month to review performance. If a flow isn’t hitting your goal, look for weak spots. Are people opening but not clicking? Clicks but no conversions?

Pro Tip: Run A/B tests on subject lines, CTAs, or send times to find your sweet spot!

Wrapping up

A strong email journey drives sales but also builds better relationships.

Here’s a quick recap:

✅ Plan before you write. Start with clear goals and a simple structure. Knowing what each email is meant to do keeps your messaging focused and consistent.

✅ Speak to where people are. Segment your list based on behavior and tailor your content. The more relevant your emails feel, the better they perform.

✅ Automate with intention. Use triggers that match real customer actions, like signing up or placing an order, so your emails feel timely, not random.

✅ Review and refine regularly. Check your numbers, test new ideas, and improve what’s not working. Even small tweaks can lead to big wins over time.

The result? You end up with more loyal, repeat customers who are happy to stick around and tell their friends.

💸 Founders Don’t Have Time to Track Every Dollar. Highbeam Does.

When you’re scaling fast, knowing your numbers isn’t optional—it’s a competitive advantage.

But most founders don’t have time to track every dollar flowing in and out.

That’s where Highbeam comes in.

It gives you the financial visibility and structure of a pro-level CFO, without the overhead.

✅ Cards and bill pay built for eCommerce

✅ Flexible capital when you need it

✅ Yield on idle cash so your money is always working

✅ AI-powered financial planning tools that don’t sleep

Whether you’re managing ad spend, forecasting cash flow, or prepping for a capital raise—Highbeam makes sure your finances are dialed.

🔥 DTC Wins

Ellie Goulding just launched Everystate, a DTC wellness brand focused on functional mushrooms. Its first product? A cacao + reishi blend designed to help you relax, glow, and actually enjoy your daily supplement ritual.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me—always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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