Use this map to outline which emails you send, when, and why — across the full customer journey. For each stage, document the goal, key message, triggers, and examples.
| Stage | Email Type | Goal | Trigger / Timing | Key Message or CTA | Example Subject Line |
|---|---|---|---|---|---|
| Awareness | Welcome / Intro | Build familiarity & capture interest | Signup, lead magnet download | “Here’s what to expect” | “Welcome to Brightbeam – Let’s Get Started” |
| Education | Onboarding / Nurture | Deliver early value & build trust | Days 1–7 after signup | “How to use [X feature] to [Y benefit]” | “Your First Update in 3 Minutes” |
| Activation | Aha Moment / Usage Reminder | Drive meaningful first action | Inactivity, partial setup | “You're one step away from success” | “Still haven’t recorded your first update?” |
| Conversion | Trial Ending / Upgrade Prompt | Convert free users to paid | Day 10–14 or product paywall hit | “Here’s what you unlock with Pro” | “Your trial’s almost over — what’s next?” |
| Retention | Usage Tips / Product Updates | Increase engagement & long-term value | Weekly or monthly cadence | “New features, tips, use cases” | “New in Brightbeam: Reactions + Threads” |
| Expansion | Cross-sell / Feature Highlight | Drive deeper product adoption | Milestones or feature gaps | “Try this next” | “Teams using this feature save 5+ hours/wk” |
| Advocacy | Referral / Review Ask | Turn customers into promoters | After key usage or satisfaction | “Refer a friend, earn credit” | “Love Brightbeam? Share it + get rewarded” |
| Winback | Re-engagement | Bring lapsed users back | 30+ days inactive | “We miss you — come back for [benefit]” | “Is this goodbye? We hope not.” |
| User Action / Milestone | Trigger Email | Timing |
|---|---|---|
| Signed up but didn’t activate | Nudge to complete first action | 24–48 hrs after signup |
| Used feature X 3+ times | Recommend advanced feature Y | Real-time or weekly batch |
| Reached 30-day mark as customer | Request review or referral | 30 days post-purchase |
| Opened but didn’t click in 3 emails | Winback or value-based reframe | After 3rd unopened email |
✅ Tip: Map these emails visually in a journey builder or CRM tool like Customer.io, Klaviyo, or HubSpot for better clarity and automation.