Here’s What You Need to Know About Email Marketing Funnel
Every business is in the race to acquire as many customers as they can because that’s how they will grow and create a strong foundation for them in this competitive market. But it is not as easy as it sounds. For creating a loyal customer base, businesses need to target which ones are right for their brand, connect with them, convince to buy your products or service, and deliver great quality. That’s how the process works and those who understand this process well have higher chances of reaching their goal. There is one thing every business must remember, that without having a structured and strategic approach, it will be really difficult to make a mark. Thus, they need to create a plan for everything they do from targeting customers to promoting their products. One of the most effective and most widely used tactics to connect with the target audience and product promotion is email marketing. Sending emails is one of the best ways to connect with the bulk audience at the same time and it has worked for businesses for years. As we have said above that there needs to be a strategic approach for everything you do, similarly, email marketing also requires a structure so that it’s progress can be checked anytime. The structure we are talking about is known as ‘email marketing funnel.’ Let us dig deep into it. What is the email marketing funnel? The email marketing funnel is a strategy that drives your target audience into customers. As the name suggests, it makes use of emails to deliver the right and interesting content to the audience for getting their attention. This funnel helps businesses send emails with the most relevant content at the most relevant time to the target audience and that’s how they will improve engagement. The same content is not ideal for all people, some of them might require more information than others, and that could be well defined by the email marketing funnel. The timing is most important during the email marketing campaigns and that’s where the importance of this funnel multiplies. The main goal of using email marketing funnel is to get the attention of people whom you have sent the emails. You can only get recognition when receivers will open your mail and see what’s in there for them. If your mails get unnoticed, you will get nothing but frustration and to avoid such a scenario, it is advised to use email marketing funnel in your email marketing campaign. How does email marketing funnel look like? The email marketing funnel can be broken down into several stages: Gather emails To run an email marketing campaign, the first thing you need to have is a list of email addresses of your target audience. As without email addresses, whom will you send the content? So, the first thing you are required to do is to gather email addresses and that could be done in several ways. Opt-in forms The first method to build your email list is via opt-in forms. They are short lead capturing forms having fields of the name of the person and his/her email address. Such forms can pop-up on any page of your website as set by you. They are one of the best ways to get the basic information of your target audience and also to get the traffic into the marketing funnel. A defining way of using opt-in forms is on one of the popular blogs or the most visited landing pages of your site. That’s how you will be able to show the form to a wider audience and get a high number of emails to build your list and put them in the funnel. With opt-in forms, one thing you need to ensure is that at which position and on which page it does well. For that, you need to place the form at the top, at the bottom, as a pop-up and anywhere else you find it feasible to place. With automated marketing tools, you can check the progress of each of the form placement and analyze which works the best for you. Dedicated landing page Another way of getting email addresses to start your email marketing funnel is by creating a dedicated page to collect the information of visitors. But one thing you need to consider while creating the landing page is not to make them long enough that instead of filling, people leave that. A great idea to improve conversions with the landing page is to display the offer you have for them. Besides keeping the form short on the landing page, you can also brief about the benefits of choosing your products or services. The chances of getting leads are high if people find the products good enough for them. Another good thing you can do to improve conversions is to offer something in return for signing up with you. The offerings could be free subscription, free e-book download with beneficial content, or even discounts. Awareness The real game starts from here. Now when you have built the email list, you need to make people aware of what you offer, because if they don’t know about the products or services you provide, how will you bring them bottom to the funnel. While creating awareness about your brand, don’t try to fill the email with the benefits of your products or services only, rather try to be educative and helpful. Because people need to know why they should buy something and how that will help them. If you only talk about your brand, you will sound pushy and that’s not a great sign for your business. The goal of creating awareness should be to show the expertise in your business’s niche not to sound self-obsessed. If people find you knowledgeable enough in your field, they will automatically get attracted. Be genuine with your awareness mails, as more effective they will be, much easier it will be for you to bring them