6 Tips To Create The Best Email Marketing Funnel
Emails have remained one of the most effective ways for brands to build and sustain a healthy relationship with their target audience who have subscribed to receive emails from the business. Just sending a “thank you for subscribing” email is not enough to convert that subscriber into becoming a recurring customer who is willing to make a buying decision. This explains exactly why email marketing is a critically important strategy.
Creating an email marketing strategy that will make a larger percentage of email subscribers to yield more sales for the business should be the priority of any brand seeking to increase its revenue. And to do this organizations must learn to build a powerful email marketing funnel that is unique to the brand.
In this article, we will share 6 tips to create the best email marketing funnel. It is, however, important to note that for a sales funnel (including that of email marketing as we are discussing here), brands can actually influence how their target audience is able to move from the beginning of the sales funnel to the end. This is done by carefully understanding the behavior pattern of their subscribers. If you feel that your brand could benefit from creating a successful email marketing funnel, it would be smart to get in touch with an email marketing agency. They can hand hold you through the entire process so that you can achieve great results.
Now, let’s take a look at some helpful tips for creating the best email marketing funnel.
1. Start by offering some sort of value to your subscribers
Brands need to do more than create content that they will manually or automatically push out to their subscribers via email – they need to start sending emails that add some sort of value to the subscriber. Always put yourself in the shoes of the subscriber and question if you’re also likely to appreciate the content of the email if you were the one receiving it. People naturally gravitate towards a place or source that offers value. It is even more natural to accord some sort of trust to that place or source that adds value to our lives as humans. So when a brand does this it becomes far easier for these subscribers to go through the sales funnel easily and make a buying decision.
2. Show that you are an authority
Brands that speak with authority are naturally accorded respect by those who listen to them. Even if you feel the brand is relatively new and not an authority in the industry of the brand, you can still create content that will show that you are fully aware of the trends in the industry. This way you can also communicate the solutions your services or products offer in relation to the problem you have identified in that industry. That is how to grow into a respectable authority. In fact, doing this will make subscribers more eager to read emails from the brand and possibly carry out buying actions.
3. Be creative with your call to actions
Call to actions are not negotiable in any email marketing campaign. It’s like having a personal trumpet blower sounding your own trumpet after you have shared valuable and relevant content to the subscriber. Call to actions doesn’t need to sound as if you’re pressuring subscribers to make a buying decision. No! Rather you can find more creative ways to use call to actions that can lead to sales. If you have shared a valuable content in the email, you can then proceed to use a call to action that leads to maybe another valuable content on your website or mobile app. This could even be the brand’s social media page, especially if the subscriber is still at the top of the sales funnel. The kind of call to action that the brand will use should be determined by both the overall objective of the email content as well as the level of the subscriber on the sales funnel (this is where email segmentation will come in very handy).
4. Be creative with content that will hold their interest
No-one wants to be frequently bombarded with emails that sound like a broken record. Offer something fresh and interesting to your subscribers. You can share things like industry trends and sneak peeks of services or products the brand is working on. You can also share recent user reviews detailing the user’s experience or interaction with the organization’s products or services. For instance, if you run a printing company, you can share images of a paper bag you made for a client and what your client was able to achieve with the fancy paper bag that you printed. You can insert the links to pictures of the paper bag that the client posted on their social media page – this serves as genuine proof. The idea here is that you can create interesting and engaging content from even the smallest and seemingly insignificant things happening around or within the brand.
5. Always track the performance of every email marketing campaign and compare performance reports over time
Using free or paid tools to track down and measure the performance of every email marketing campaign can really improve the overall effectiveness of the sales funnel for email marketing. With this, businesses can have a better understanding of how their subscribers behave and create a more realistic email marketing strategy that will help them get more conversions or sales.
6. Send out personalized emails that align with the level where the subscriber is on the sales journey
Personalized emails will always, at any time, rule over regular emails. Personalizing emails goes beyond just using the correct names of subscribers. It includes ensuring that the content sent out to each subscriber meets their particular needs as they journey through the sales funnel. This means that the content a brand will send to a new subscriber, who is hearing about the brand for the first time, will be different from that of a new subscriber who already has an idea about the brand. A subscriber with this prior knowledge may have already shown interest in the past but has not yet made a buying decision. This is where email segmentation will come in very handy also. Therefore, brands will have to invest in email segmenting software or tools for helping them effectively do this. Then they can go ahead and use tools that can send out automated emails to each segment.