The Role of E-mail Marketing in the Sales Funnel

Throughout the years, the Internet has become a huge part of our daily lives.  As a matter of fact, it has become one of the main channels for sharing information as well as communication. The Internet has, without a doubt, surpassed other mediums used for these purposes. Because of this, it is only natural for businesses to eventually utilize the power of the internet to grow and develop.   

A lot of businesses have decided to replace their old methods of marketing and promotion with varying types of online marketing. Others have simply added online marketing with their previous methods. 

There are different kinds of online marketing. Some create social networks to promote their business. Others use SEO tactics to have their websites show up high in search results.

There are also businesses that use email marketing. This type of online marketing has been long-standing and offers great support for businesses that are trying to generate sales. In fact, it has many benefits and roles in a sales funnel or sales process of a business. 

However, there are some people who are hesitant in using e-mail marketing. This is because they believe that it is an old school method that is now dead. But statistics say otherwise, and supports that the approach is still very much alive. 

According to research, e-mail marketing has been found to be an effective marketing method compared to other digital channels. On the same research, 53.4% of the respondents rated it as excellent or good. 

As further support, another research suggests that e-mail is the most preferred approach for consumers to get promotions and updates from businesses. Another report also suggests that 99% of consumers check their email daily.

Roles of E-Mail Marketing in the Sales Funnel

People who own a business should have clear insight into how they will attract customers, build and sell products. Most people create a sales funnel to help them illustrate the path that their potential client goes through towards becoming a customer. 

Before customers make any actual purchases, they go through the different steps in the sales funnel. The following steps in generating sales for any product or service are usually presented in the shape of a funnel, narrowing towards the purchase and post sale steps. 

This can assist business owners in analyzing their business as well as identifying the areas which require improvements. 

E-mail marketing is one of the most powerful tools for every marketing and sales team. As a matter of fact, it plays a vital role in the sales funnel of every business. E-mail marketing should consider these steps and tailor the email content to succeed in guiding the prospect to the actual purchase. When it is utilized correctly, it can turn potential clients into customers and even repeat customers.

Email Marketing Provides Brand Awareness

E-mail marketing is often used to introduce the business, brand, products or services to a potential client. Of course, for new potential clients, you wouldn’t want to bombard them with sales talk immediately. Through email marketing, businesses can build their potential client’s trust before they proceed to the next move. This is crucial since an email may break or make the business.

Recommended Reading: How to Create the Perfect Transactional Email for Your Business

Remember that first impression last. One wrong move and the potential client may unsubscribe to the business’ emails. Furthermore, an e-mail will filter the targeted audience. This is important since business would only need to bring in their targeted audience to their sales funnel. As strangers or potential clients receive the email, they learn whether the brand or product fits for them. 

A marketing email may also let potential clients become aware of a solution to their problems and needs. This can potentially lure them to make a purchase afterward. An email marketer can consider sending contents such as infographics, informative videos, and articles, or tips and tricks. 

Email Marketing Cultivates the Interests Of the Customers

The email marketer will follow-up the introductory mail to turn brand awareness into a deeper interest with the product or service. This can be done by providing access to in-depth articles, white papers, webinars. 

The deeper the discussion of the product or service, it will require a longer attention span, the marketer may include in the email links to which the prospect may be able to return. Cross-linking, or the provision of backlinks, forward/next or back/previous buttons, is a good technique, to help the prospect navigate through the sections of the e-mailed items. 

This will also help the prospect retain an interest in the discussion of the product or service. Clarity, brevity, and eye-candy should be the key features of the email materials that will generate, maintain, and retain the prospective customer’s interest.

Email Marketing Nurtures the Need or Desire of the Product or Service

After the prospect’s interest in the product or service is developed, they may be ready to consider what uses and benefits they may gain from it.

Is the product or service the right one for his needs? 

The e-mail marketer should now provide testimonials, case studies, and demonstrations that will help his prospects have an intensive understanding of the features and benefits of the product or service. 

Emailed materials may include:

  • How others have gained from the product or service,
  • What areas were the benefits mainly observed, 
  • How they have been put to use. 

As much as there is no such thing as ‘one-size fits all’, this will be an opportunity to discuss the versatility of the product or service and how possible some customization may be made.

Email Marketing Helps Customers Evaluate a Brand or Product From the Competition

A business can utilize their email marketing in assisting potential customers to evaluate their brand, services, or products. Datasheets, comparative tables, and FAQs in the email will help prospects select the best product or service from among the many competitors.

Send out content on why a person should buy your product or service. Provide facts on why your product or service is much better than the other companies. Once a potential customer gets presented with the information needed to help them decide whether they should buy a particular company’s service or product, they may then be steered in making a purchase.

Email Marketing Lures Customers Into Making a Purchase

After the introduction of the brand, product, or service, consideration of its necessity or desire, and evaluation among its competitors, a customer can then be pushed into making a purchase. 

Email marketers can send out content such as promotional offers, discounts, coupons or rebates, and free trials. This will help the prospect in deciding to actually use and purchase the product or service. Email marketing has the role of turning a person from being a potential client into a customer.

Email Marketing Builds Customer Loyalty and Satisfaction

After-sales service should be provided to encourage repeat sales, cross sales and upsells.  Gaining a customer isn’t the only goal of a business. It also aims at building a customer base. A customer base won’t really increase if each one you earn doesn’t come back after the initial purchase.

E-mail marketing can be used to build the satisfaction of a customer after they made a purchase. This can be done by sending out special discounts for their next purchase. Another method to increase post sales can be done by sending exclusive content to those who have made a purchase.