Email marketing can be a powerful tool when used correctly. Some companies only use their email list to send out company updates but it can be used for so much more. Initially, it can be challenging thinking of ways to keep your customers interested in your brand but email marketing is a great way to keep them engaged so ultimately the effort will be worth it. In fact, it's one of the most effective ways to nurture leads and convert them into customers.
Here are some reasons why you should use email marketing when creating sales funnels but first, let's define what a sales funnel is and its stages.
A sales funnel is a visual representation of the customer's purchasing journey. It describes each stage of your customer’s journey from start to finish. Email marketing can be used at every stage of the funnel, to nurture your email subscribers into interested leads that are ready to work with you and purchase your product or service. Let’s dig into how this can look!
Awareness Stage
In this stage, your goal is to create brand awareness and establish trust with your leads. During this stage, your audience might have just discovered you from your website, a post on social media, or maybe your business came up in a conversation. This stage has the highest number of prospects so first impressions are everything.
This is your chance to gather their information and create a customer profile. Collect their name, email, and phone number but for this to happen, you have to get them to trust you. Send a nice welcome email and thank them for their interest.
Use email campaigns to introduce your brand, tell your story, and showcase your expertise. Share educational content such as industry insights, informative blog posts, or helpful tips that address common pain points.
Consideration Stage
Now that leads are aware of your brand, they are actively considering their options. During the consideration stage, your audience has likely already followed you on social media, subscribed to your email list, maybe even asked you a question via DM. This is the time to show them you are the person that can solve their problem. Leverage your expertise to get them interested in your brand.
Send targeted emails that highlight the benefits and features of your products or services. Share case studies, success stories, or customer testimonials that demonstrate how your solutions have helped others overcome similar challenges.
Decision Stage
Leads are close to making a purchase during the decision stage. Send personalized emails that provide a final nudge to convert them into customers. This is the time to send product or service recommendations. Include a promo code with a call to action for a little extra razzle dazzle.
During this stage, your lead is probably during their research on your brand. In a world full of scammers, can you blame them? That’s why trust is so important when it comes to getting someone to purchase from you. Let your brands’ personality shine throughout your emails.Ultimately, the goal for this stage is to convince the potential customer that they not only need your product but they specifically need it from your business.
Post-Purchase Stage
Once a lead becomes a customer, your email marketing efforts should focus on nurturing the relationship and encouraging loyalty. Here, you can offer support on how they can have the best experience possible. This can lead to an upsell later. Don’t forget to encourage them to leave a review. If you have a loyalty program, here is your chance to shine.
Finally
Email marketing is truly a great way to communicate with your audience. Including personalized emails at every stage of your funnel can truly be rewarding in more ways than just sales. Email marketing allows you to track your leads' behavior and interests. By analyzing the data from your email campaigns, you can gain insights into what your leads are interested in, what their pain points are, and what motivates them to make a purchase. Sounds like a win to me.
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