Email marketing is one of the trustworthy forms of email marketing approaches. For many years, it has been a practice for marketers to attract the prospects to become subscribers and then convert them into loyal customers.
The challenge is that most of these prospects do not convert as the customers. So, how do you develop an email marketing funnel that would increase the conversions?
Table of Contents
First, let’s understand what an Email Marketing Funnel is?
The email marketing funnel is about the entire journey in which the prospect is converted into customer via various content forms such as whitepaper, blogs, infographics, newsletter, etc. through email. The educational and informative forms of content push the prospect down the funnel and make them customer.
The 4 Main Stages of the Email Marketing Funnel are:
- Engagement
- Discovery
- Purchase
- Retention
How do you execute this Email Marketing Funnel?
The email marketing funnel is executed by sending a series of email at regular intervals to the prospective customers. These emails could revolve around various forms of content. A predefined schedule makes this email marketing funnel effective by increasing the conversion rate at the right time.
Find the image below where you can see how an email marketing funnel works:
So as you observe in the image, the funnel starts with the gathering of the subscribers from the landing page and forms. Then you proceed by sending emails on a timely basis to these subscribers. The high-quality educational content aligned with their interest help to build the trust among the subscribers. It helps to convert them into a loyal customer.
You can make this funnel effective with an email series, for:
- Nurturing the relationship with your subscriber
- By educating them with the benefits of the product or service
- Motivating them to make the purchase decision
Types of content helps to boost the Email Marketing Funnel?
The most effective sales funnel contents are webinars or demos, and newsletters.
These content can help disseminate the right knowledge required for a specific business. When you could provide the content that keeps the audience hooked, then you have achieved the goal of your campaign. An informative content also helps you establish as a thought-leader in the specific industry, thus attracting a large number of prospects.
Webinar content or demo for Email Marketing Funnel:
The marketers and high-level executives in an organization have various challenges, and sometimes they do not know how to resolve it with the right approach. If you could provide the content on webinars, that could resolve the same, then you could win their trust. It would give the right promotion to your brand. As one can ask their queries to the panelists, the attendees at the webinars can get the right solution for their challenge.
You can even put a demo, that would be self-explanatory and the participants could easily understand the content.
Newsletter for Email Marketing Funnel:
Marketers follow a scheduled plan of sending newsletters on a weekly or monthly basis. The content in the newsletter is crafted to provide the useful knowledge to its audience. It also helps the potential customers to have regular updates about the services or products of the organization. When you offer them the right knowledge and best information, they will move on to the next stage of the email marketing funnel, closer to conversions.
A marketer has to widen the email marketing funnel, so that prospects easily flow down to become customers.
Is there any approach to craft email content at every stage of the marketing funnel?
Yes there is, find the below image:
What are the Major Benefits of building an Email Marketing Funnel?
- Getting new leads: As we know, to attract a considerable number of leads is a challenging task. The email marketing funnel helps you in the right strategy to attract the right leads for conversions.
- Conversion of prospects into buyers: You can see the funnel becomes narrower at each stage, it means gradually the relevant prospects are being moved down for conversions. The step-by-step approach is making the process streamlined and effective.
- Turning customers into brand advocates: When you could meet the requirements of prospect at each stage, then surely the relevant ones would be converted as customers. They would then become your brand advocates and refer your product or service to their friends, families, and colleagues.
Nathan Barry, CEO of ConvertKit, stated email subscribers are 15x more likely to buy than Twitter followers. This shows that you should approach your every subscriber with a planned strategy with reference to the email marketing funnel.
The funnel has been found effective for different types of promotion of the services and product.
Conclusion:
We are entering a new era, where the global spending on IT looks different before and after the COVID-19 lockdown. With unexpected scenarios, emerging from the crisis, there has been an increase in opportunities in other areas that has to be looked for.
B2B companies have to identify these opportunities and increase the spending on the same, to gain the right business benefits.
