Reshaping Customer Journeys: The Role of Email Automation in Sales Funnels
The best email marketing sales funnels are driven by a deep understanding of the customer journey and what it takes to convert prospects into paying customers.
Customer journey mapping is a valuable tool for marketers to use to build a sales funnel that aligns with their company’s overall objectives and goals. Using a robust email marketing automation platform allows marketers to create automated workflows that are responsive to shifts in the customer experience.
As the concept of the customer journey evolves, marketing teams are recognizing that the traditional approach to analyzing customer behavior is outdated. While prior conceptualizations of the buyer journey focused on specific actions such as identifying a consideration set, purchasing and spreading word-of-mouth, the new model focuses on the multitude of signals that consumers emit throughout the process of trying to accomplish a goal.
With more people conducting easy conversational searches and requesting detailed information about the products they are considering, marketers can no longer assume that potential buyers will take the path of least resistance. Consumers want to move past the online noise and get precise answers to their questions. As a result, content should be designed to help them move beyond the initial research stage and make a purchase.
Once the prospective customer makes a purchase, it is important to nurture the relationship to ensure continued engagement and brand loyalty. This can be done by offering relevant product offers to help increase retention rates, such as discounts or free trials. Creating a strong post-purchase email sequence will also go a long way toward encouraging repeat purchases. Whether the email is a thank-you note or asking for feedback, it is important to keep in touch with your customers and to continually strengthen the relationship.
In this stage, your email marketing should be short and direct, highlighting key features of the product and providing CTAs that encourage conversions. This can be done by incorporating a sense of urgency into the messaging, such as a limited-time discount or a limited number of units available for sale. By creating an email sales funnel that reflects how your product can improve the lives of your prospective and current customers, you will increase the likelihood that they will recommend your product to friends and family.
In this phase, a contact’s status should be updated to sales qualified and the email should include a clear call-to-action that is relevant to their stage in the funnel.
This could be an introduction to your products or services, a white paper or case study, or a webinar invitation. By segmenting your contacts into a sales qualified list, you will be able to focus on converting them into paid customers.
You should also monitor the performance of your email sequences to ensure that the emails are being opened and acted on. By monitoring email open rates and resending unopened emails, you can increase the chances that your marketing sales funnel will produce a high level of ROI.
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My name is Hadar Matzlich, I've been a full-time digital marketer for the last year now. Three years ago, I finished my law degree. After university, as expected, I found myself working in a law firm, seemingly on the "guaranteed" path to success.
However, although I was supposedly on the right track to success, I couldn't shake the feeling of dissatisfaction with both my work and life.
Then, last year, I reached a pivotal moment. I made the courageous decision to step away from my position at the law firm, propelled by an unshakeable belief that my true calling awaited me elsewhere.
Looking back, I don't regret that decision for a second. It was a plunge into the unknown, but it opened the door to a life that aligns perfectly with my aspirations.
Hadar Matzlich
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