Email Marketing Funnel: Turning Subscribers into Customers
Anyone who is doing email marketing does it for some cause. The email marketer wants to achieve some goal by the end of the marketing funnel. The email marketing goal might be to grow their list or to convert the audience into subscribers and subscribers into loyal customers.
If you talk to any marketing specialist, you will get to know that real success is not getting customers, but it lies in getting loyal customers that not only buy from you but also advocate your brand.
For this purpose, you can run campaigns on social media or hire some influencers, create effective advertisements, pamphlets, and target your prospects. You can also research the topic to figure out the best method. However, it holds a special place in the world of digital marketing when it comes to email marketing. It is considered the most effective medium for B2B and B2C conversions and is a reliable way to fulfill goals throughout the marketing funnel.
However, if you are unaware of converting your leads to loyal customers through email marketing, you may lose a customer. But, through an effective email marketing campaign, you can drive your customer through the funnel. Let’s dive into the detail of how you can implement an effective email marketing campaign.
The marketing funnel and its goals
Before diving into the detail of the email marketing funnel, let’s look at what the marketing funnel is.
A marketing funnel involves the series of steps through which a prospect is converted into a loyal customer. A more successful marketing funnel also involves converting your customers to your brand advocate. They not only purchase from you but also motivate others to buy from you.
The customer lifecycle involves the following steps
• Brand awareness
• Engagement
• Discovery
• Purchase
• Retention
• Advocacy
Brand awareness
This is the foremost step that you need to do after launching your brands. You should run email campaigns that may help your prospects recognize you. So, whenever they want to buy a similar product as you offer. They must recall you and prefer to buy from you.
Engagement
The next step is crucial as it involves engaging your prospect with the content they entangle them by providing them with the products they are looking for. Make sure to impress your potential customer through the content of your email.
Consideration
Understand the pain points of your prospects and provide them with the best solutions. Tell them how your product will help them in the future by understanding the importance of your product. They would be convinced to buy it. Suppose someone is looking for some product and has arrived at your website. But, has bounced back after spending some time on it, without making any purchase.
Purchase
The next most important step is the purchase. If you see that someone has arrived at your website searching for some product, it has put the product in the cart. But, not ordered yet. You can send them emails to motivate them to make a purchase. This is how your customer purchases your product.
Retention
Your customer has arrived at your website, put a product in the cart, has made the purchase but has not arrived again. This is where you should send an email to your customer to retain them. You can send them emails informing them about your latest collection. A successful email marketing is the one that keeps your customers.
Advocacy
If you want to take your marketing campaign to another level. You should make sure that you retain your customers and win their advocacy when they getthe best experience from you. He would like to suggest you to his friends and family. Hence, send the emails to your customers that help you retain customers and expand your circle through word of mouth advocacy.
Create an effective email marketing funnel
It is not now easy to market the product through traditional advertisement methods. Marketing of the product now needs a complete process to run effectively and appropriately at each step. To engage, retain, and convert your customers to advocates, you need to follow a four-step process that effectively guides the customer through the funnel.
• Top of the funnel
• Middle of the funnel
• Bottom of the funnel
• Repeat funnel
1. Top of the funnel
The main goal of the top of the funnel is to build an email list as it is a common saying that money is in the list. You must be thinking about how to make an email list. There are two common methods of building an email list.
• Opt-in forms
• Dedicated landing pages
Email opt-in forms are built throughout the website and ask for the user name and email address. It is a great idea to engage the subscriber. Dedicated landing pages are focused on providing the audience with a free trial to some free course. They provide value to the users by giving them what they expect from you.
Middle of the funnel
Once you have attracted your audience and generated a good email list, now, to provide more value to your subscribers, you can create segmented lists. This may seem not very easy, but you can segment your list based on the demographics or interests of the audience.
The emails that aim to nurture leads should be focused and goal-oriented to achieve what you want. Personalize your emails because these are an opportunity to build a value-able relationship with your subscribers. At this stage, you can share emails based on case studies, free resources, and custom communication.
Bottom of the funnel
This is the stage where subscribers are converted into customers. If you have successfully primed your lead, you are going to be successful at this stage. You have already built a good relationship with your customer. Now, this step aims at sending more aggressive emails that ensure conversion. Such emails include retargeting your customers, like informing them about an abandoned cart they might be interested in. You can convert your free-trial subscribers into a full time paying customers. You can also target your customers with urgent emails to induce an urge to get the product.
Repeat funnel
Converting your subscriber to the customer must not be the only goal of your marketing funnel. Retain your customer and ensure long term loyalty to enhance marketing return on investment. More loyalty means the repeated purchase and hence referrals and advocacy. For achieving this, engage your customers with updated products, and offer word of mouth campaigns.
CBT mass email sender helps you to send effective emails to move the customers through the marketing funnel.