What Makes An Email Marketing Funnel Drive Customers To Take Action
What Makes An Email Marketing Funnel Drive Customers To Take Action
E-mail marketing funnels drive customers to take action by offering different types of emails for each stage in the game. These emails start out by informing customers of your brand or company, and then move on to introduce products and services prospects will be interested in. These emails increase trust and build a relationship with customers to keep them coming back for more.
What is an Email Marketing Funnel?
An email marketing funnel is a technique used by marketing companies and businesses to attract and convert new customers. This technique involves emailing new leads and potential customers as part of an email list to gain interest in your brand, introduce your products or services, and ultimately increase loyalty and customer retention. This strategy, once put into place, is completely automated and is a great way to interact with potential customers and even introduce new products to existing customers.
How Does It Work?
An email marketing funnel has several different stages. At each stage, different types of emails are sent out to introduce potential buyers to your brand, get them to buy your products by creating a sense of excitement and urgency, and ultimately keep customers coming back. Older models stopped the marketing once someone converted to a customer, but it has been shown time and time again that retaining existing customers and turning them into loyal fans increases sales, so don’t stop just because you converted someone!
How Do I Get Started?
The first level of the email marketing funnel strategy involves sending hot leads and new potential customers several emails to introduce them to your company. This is done by establishing your brand as a leader within your niche and positioning your company as one to be trusted. This is a great time to provide free educational products to cultivate interest, like offering free downloads in exchange for their subscription, providing links to specific blog posts that help the customer while introducing them to your brand or even inviting them to check out a webinar or podcast related to your niche and company.
Keep in mind that each email on the list is not just a faceless entity. There are real people behind the screen who want to get to know your company, but who also have the choice to opt-out of spammy lists. No one wants to immediately become bombarded with a sales pitch upon first signing up for an email list, so this stage is not the time to sell products, but rather provide helpful and relevant information to the potential customer.
What Happens Next?
The second level of the funnel is where you start to build a deeper connection with the prospects and when you can start to introduce specific products and related content. This content should be highly specific to your customer and the products or services you eventually want to pitch. However, don’t hard-sell at this stage. This should just be an introduction to the products that you are selling, and should still provide helpful content to tie together the subject matter and your products.
This is a perfect place to provide a solution to a specific problem that the potential customer is facing. This includes blog posts about the problems, email courses designed to provide information related to that problem, case studies showing how your products have helped past customers or even webinars and podcasts talking about how your products eliminate the problem in question.
How Does It Drive Customers to Take Action?
The third stage is where you finally hard-sell your products and convert customers. While not every potential buyer will convert, by creating quality sales copy and excitement around your product, you can potentially convert quite a few people. This is done by talking about your product or service in a highly positive light, showing off your products and services, talking about how your products have helped people in the past or providing testimonials from previous customers. This excitement towards your products increases the chance of a potential buyer converting to a customer.
Introducing your products and creating a buzz can be done with email courses designed to promote a new product with each email, webinars or videos introducing the product and benefits someone can see from the use of it, or even offering a free trial or samples for potentials to try out without risking anything. Consumers love free stuff and seeing that your company stands behind your products can create trust in a way that nothing else can.
Finally, create a sense of urgency by offering limited-time discounts or promotions to get potential buyers on board with your products and build the email in such a way that makes it easy to buy the product or service while convincing the person behind the screen that right now is the perfect time to take action. This can be done by creating a one-time broadcast email offering the discount or promotion for a limited time, often with a timer countdown or other media to really drive home the sense of urgency.
Should You Stop Marketing Once Someone Becomes a Customer?
Older models teach companies to follow up on leads, create a buzz over their products, and invite customers to purchase your products, but the marketing strategy stops once customers have made their first purchase. Many email marketing funnels are designed to gain customers and immediately move on to the next prospect. However, this is not the best way to go about your marketing strategy. Keeping customers is a very lucrative marketing technique, and costs less than acquiring new customers. You already put in the work to gain a new buyer, so why not put in a little more to keep the customer and gain referrals from your loyal fans?
You can achieve this loyal fan base by continuing to offer high-quality content that provides a helpful aspect to the customer. Many companies send out monthly newsletters highlighting their best products or introducing new products. They may also include blog posts or similar content to help customers, such as new email courses. Doing this proves to the customers that your company actually cares about its buyers, which can lead to even more trust and an even deeper relationship.
Why You Should Use an Email Marketing Funnel
Email marketing funnels are a very popular marketing strategy and for good reason. This strategy has been proven many times over to actually work and increase sales. All of the components work together to create interest in your brand and drive customers to take action by purchasing products or services. This strategy increases consumer awareness for your brand, creates and builds trust with your company, cultivates a relationship with your customers, and ultimately helps you scale your business in a sustainable way.
If you have any questions about anything mentioned here (or more importantly any advice, comments, insight) please reach out to me directly, my email is firstname.lastname@example.org. My LinkedIn profile for reference, click here.
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