Email marketing is an exceptionally powerful tool when it comes to the digital world. The secret to making it work for your brand is to ensure that you have built a high-converting email funnel that is tailored to your unique customers. An email funnel is essentially an email marketing strategy designed to nurture leads and drive conversions. It is a chain of emails that are sent automatically to your customers at different stages of the buyer’s journey.
Ultimately, it is this buyer’s journey that dictates how your email funnel should function.
The Different Stages of the Buyer’s Journey
The key to creating a high-converting email funnel is sending the right email at the right time. This means developing a strong understanding of the many different stages of the buyer’s journey. The generalized stages look something like this (although they may vary based on your brand):
Stage 1 Is Awareness:
This is when the customer has only recently learned about your brand and what it is that you have to offer. Emails sent during this stage need to be helpful and informative, and they need to aid in establishing your brand as a thought-leading entity.
Stage 2 Is Consideration:
This is when the customer is still contemplating whether or not your product or service is right for them, and whether they should buy from you or another brand. Be careful about sending emails that oversell during this stage. The focus should still be on teaching and providing helpful information, as well as addressing the customer’s possible pain points and questions.
Stage 3 Is Conversion:
This is the time when the customer decides to buy from you. It is that delicate stage when leads either convert into sales or when then customer decides not to proceed. The focus of your email content during this time should be on backing up the features of your products and services with relevant benefits. You should also strive to entice them to make that purchase with the help of discounts or promotions.
Stage 4 Is Loyalty:
The funnel does not end when the customer makes a conversion. After all, you will want them consistently coming back for more! Stage 4 focuses on turning customers into fans. This means sending targeted content that will engage and delight.
Stage 5 Is Advocacy:
This is when you will be convincing your fans to share their knowledge of your brand and its products/services with the world. Strive to send plenty of shareable content that is personalized to them.
Need assistance with perfecting your email marketing strategy and your email funnel specifically? Get in touch with The Digital Marketing People. We specialize in email marketing, content marketing, marketing automation, and more.
Triggered emails are an invaluable marketing tool. It is an important aspect of email marketing, which allows you to tailor the email content received by various customers and potential customers based on where they are in the sales funnel at any given time. Essentially, triggered emails help to ensure that each potential customer receives the right content at the right time, helping to move them through the funnel towards eventually making a conversion.
The Different Types of Triggered Emails
Triggered emails may include welcome emails that are sent when someone new signs up to your mailing list, as well as cart abandonment emails, to remind potential customers that they have yet to complete an order. You will need to create these emails and organize them by pre-set triggers. This email marketing automation takes the pressure off you, all the while ensuring that your customers remain engaged and interested in your business and its offerings.
The Benefits of Triggered Emails
Triggered emails work to your advantage because they are designed to push a potential customer ever closer to making a purchase. They are considered to be an important part of both email marketing and content marketing and have been proven to boost sales. According to statistics released by Bouncex, marketing software manufacturer, batch-and-blast emails generate only about $0.04 in revenue per send for the average e-commerce retailer, whereas behaviourally triggered emails generate $0.95 in revenue per send. That is quite a substantial difference and signifies just how essential triggered emails can be to any company marketing strategy.
Here at The Digital Marketing People, we are keen to assist you with your email marketing, including maximizing the benefits of triggered emails and marketing automation. For more information about our range of services, please do not hesitate to contact us today.
Email marketing can be very effective or it can be hit-and-miss or it could miss the mark entirely. The difference is not so much a question of the tool itself, but rather the way you use it. Here are four things you can do to increase the success rate of your email marketing:
Get a Double Opt-In
The worst thing you can do is send emails to people who don’t want to hear from you. The best way to avoid this is to get a double opt-in. Firstly, only send to people who have signed up for your mails on the form on your website. Then, once you have sent your first email, send a follow-up or include a link in your email asking recipients to confirm that they do indeed want to hear from you. This will keep you off the blacklists and also ensure that you’re reaching a receptive audience.
Keep up with Spammer Trends and Make Sure Your Emails Avoid Them
Spam filters are there to root out emails that look like spam. This means you need to make sure that your mails are free of all the red flags that will trigger the filters. You can’t simply trust that this is an intuitive process; nor is it a set of one-time-only checks. Spam tactics change all the time, and so spam filters need to be constantly updated accordingly. You can use tools such as mail-tester.com to test your emails and ensure that they are cleared for the Inbox.
Don’t Use Bought or Borrowed Lists
We would hope that no-one does this anymore! But there are still those who do. It’s a waste of time to buy email lists or acquire them in any other way. You may think you’re gaining access to a massive market, however, this is not how it works out in reality. Sending to any recipients that didn’t ask you to is a sure way to land in the spam folder, get bounced and blacklisted.
Be Careful with Your Content
Spam filters hate emails that are image-heavy, especially if there is a corresponding lack of text. Focus on your copy and keep the images to a minimum, choosing one or two strong ones that support the text.