Just now in pre-Christmas season, myriad of newsletters offering special prices or limited discounts are sent. It should be clear that these campaigns have mainly one goal: Boosting purchases and thus sales. But it doesn’t help to randomly send those campaigns to all addresses in your email list. How you can use the sales funnel in email marketing and how targeted campaigns help you to transfer your leads into paying customers, not only in pre-Christmas season, is explained in this blog article – the infographic at the end summarizes the most important information for you.
Guide your leads through the sales funnel
The sales funnel describes all phases of the customer journey – from the first contact with the company or products and services towards purchasing a product.
In the following we explain the single steps in more detail:
The awareness phase is the first phase of the so-called AIDA model, which is the base of the sales funnel. In this step the leads and potential customers are searching for a solution for a specific problem. In their research they ideally encounter your company, brand or products for the first time.
In this phase the leads’ interest gets awaken. They are interested in general in the products or services you offer and consider them as problem solvers. In order to keep their interest high, it is important to bring your potential customers into phase 3.
In this phase the leads have a slight desire, the wish to own your product. They know exactly what they need in order to solve their problem. Now it’s on you to offer your potential customers more information about special products and to show them that your product is THE problem solver for them.
If this information has been satisfying and the interested parties see your product as the ideal solution for their problem, they (unconsciously) develop a desire to buy. Ideally, the act of purchase follows – the lead becomes a paying customer.
But how can you use newsletter marketing targeted in order to accompany leads through the single phases and get them to buy your products? Let’s have a closer look on that:
#1 Use awareness to generate leads
The bad news: You can use classical email marketing only partially yet. You don’t have much data in this phase – especially no email addresses – so you must attract attention in other ways.
The good news: There are many other channels you can use in order to catch your potential customers’ attention. Use for example advertising campaigns on social media or Google ads in order to increase your popularity. On these platforms you can promote your products and anchor them in your leads’ memories.
If you already have existing contacts in your email list, that are right at the beginning of the sales funnel, you can use email campaigns in order to ‘fish’ them and send information about a certain topic that is relevant for your leads so that you guide them to the conversion you wish for.
Tip: Offer you fans on social media the opportunity to directly sign up for your newsletter via Facebook lead ads.
#2 Use interest to create curiosity
Visitors that come to your website for the first time will probably not buy anything immediately. But if they are generally interested in your company and your offered products, you should not miss the chance to pick them up with gated content. Offer for example e-books, whitepapers or guides to download for free on your website. With that you not only strengthen your visitor’s interest by creating curiosity and informing them, you als have the opportunity to enrich the database of your leads.
Gated content has its name because the content lays behind a ‘gate’ – usually a form. By asking for the email address in order to send the download document, the picture of your potential customers gets clearer and clearer and you can use further email marketing measures to strengthen customer loyalty and to offer targeted information to your leads.
In order to keep your subscriber’s interest high, you can use so-called trigger mails. These automated newsletter campaigns can be made with little effort as you only have to create the process once. Popular examples for such campaigns are welcome mailings for newsletter registrations, reactivation campaigns for inactive subscribers or email series for subscribers who react to every single one of your newsletter – you can also enrich these campaigns with satisfaction survey or further product recommendations.
#3 Use customer preferences for targeted measures
Here we start with good news right away – let’s pretend generating leads in the first two phases was successful. Now you should of course also maintain those contacts. Therefore it is valid to build trust, deliver value and strengthen the relationship to your leads in order to convince the potential customer of your product so that his desire to buy gets higher.
In order to make your leads’ decision for your product easy, you can for example use experience reports, customer votes and valuations or best practices. By using this ‘social proof‘, you increase the chance for the leads to become buying customers – because humans are gregarious animals and trust in other people’s opinion when it comes to decisions.
#4 Use purchase intention for action
We have only good news for you here: You only have to convert your leads into paying customers. How you can realize that using email marketing? Depending on your field of activity there are various opportunities. If you are working in the B2C area, you can for example send timely limited offers via newsletter. In the B2B sector free test versions or demos can be the solution. Or you offer your B2B partners exclusive webinars or events in order to strengthen their loyalty towards your company. In the case of products or services that require a lot of advice, the fact that your company was always present with the customer may help you. Well-dosed and relevant email marketing will keep you in your (potential) customers’ minds.
Now you know how you can use the single phases of the sales funnel in email marketing in order to increase sales. But work isn’t done yet: Now it matters to bind the new customers to your company in order to further increase purchase and thus sales. Email marketing is an ideal tool for customer maintenance. You can use targeted newsletter campaigns in order to promote more products your clients are interested in.
Using the sales funnel is always worth it as you can target the content of the campaigns matching the appropriate phase your leads and subscribers are in.
As promised, you will find all important information in this infographic: