For every marketing company that uses the digital mode of marketing, email marketing campaigns are very important. Email marketing campaigns are targeted toward engaging the present customers while attracting new leads to convert them into customers. Email campaigns are a cheap but effective way of attracting leads and converting subscribers into customers. As it is very important to expand the user base over time, the run of successful email campaigns is equally important.
The Successful Implementation Of An Email Marketing Campaign
Did you know that email marketing, when done properly, can generate an ROI of 4,200%? The high ROI and the method’s efficacy for a company of any scale are what make email marketing campaigns crucial tools for achieving marketing goals. There are many digital tools that marketers use to run the perfect email marketing campaign.
There are many tools that expert marketers recommend if you are running your first email campaign. Here you can learn detailed review about this tool, which I find trustful and efficient. These tools will help increase lead conversions at every step of the email marketing campaign. The email campaign can be optimized and enhanced with the help of tools and strategies.
By 2025, the number of email users will increase to 4.6 billion, which is half of the world’s population. Therefore, email marketers have a wide range of audiences to target and convert into customers. However, when the base is so wide, a marketer has to take up marketing with a strategic plan. For this, you have to create a plan and follow through with it so that your leads undertake the buyer’s journey and are converted into users. The email marketer has to create an email marketing funnel that defines the phases of an email campaign and then enhances the impact with tools so that conversions happen in real-time.
The email marketing funnel depicts the customers’ lifecycle that revolves around the purchase of goods and services and their retention in the user base. Through the email marketing funnel, there are some goals that you have to achieve in order to make the campaign successful. The steps to follow are as follows:
Attract the unfamiliar community of the target audience
The main goal of the email marketing campaign is to engage with a target audience that is unfamiliar with your brand till now. Your brand awareness and message should reach different people who are not yet aware of the brand or its products.
Engage with the ones that know
Once the target audience is aware of your brand and has had an impression of it, you can go ahead and engage with them some more to create curiosity about your products and services. The more people you engage, the more leads will be created for purchase.
Educate the interested people
Once some of the target audiences are interested in your products, capitalize on their interest and educate them about the products via emails. Once the leads know more about your products, they start visualizing themselves as future users. When the education is well formulated and targeted, the leads start taking product purchases seriously.
Convert the leads ready to buy
Knowing at length about the product keeps the leads engaged and ready to buy products. The leads may start visiting your website more and more in order to buy. They also might want to purchase and add the product to the cart. For such customers, your emails should push them further towards making the final purchase decision. If the analytics are indicating that a particular section of the leads is ready to buy from your brand, you can tip the scale in favor of the brand by offering them first purchase discounts or good deals or freebies. This will push a major section of the leads to turn into first-time users.
Re-engage the new users to retain them
For a company, new user acquisition is as important as the retention of users. After converting the leads into first-time users, the company has to re-engage the customers so that there are repeat orders and frequent purchases. With re-engagement and involvement of interest, the company will be able to enjoy customer loyalty over a period of time and retain its users to create a stable user base. The overall aim of the email campaign will be achieved through these steps.
Strategies To Maximise The Potential Of The Email Campaign Funnel
Here are the ways to increase sales conversions with the help of tactics that can be implemented in different layers of the email marketing funnel.
Generate leads at the top of the funnel
When the campaign is navigating through the top of the funnel when the list is created, and lead generation is in progress, the marketers need to focus on attracting the right kind of audience. The marketers can use tools like opt-in forms that help visitors navigate toward the email subscribers’ list. The company can also create dedicated landing pages to filter out cold leads that can be engaged with newsletters and mailers.
Nurture the leads
After acquiring the leads through subscription and registration, you have to keep engaging them to nurture the leads. The leads will forget about subscribing to the newsletter if you do not keep them engaged with content and information. The marketer can create a segmented list and target the prioritized leads with different offers, information, reviews, etc. You can use customized messages to target the leads at this stage. Another good tool to invest in is spreading customer success stories and reviews to prospective users. This will build trust in the brand and help them buy products early into the sales funnel.
Convert the hot leads
The leads from email campaigns that go past the two stages of the funnel will be highly interested and informed about your products. The final step will be to convert the hot leads into customers. You have to implement nurture strategies with the help of well-targeted ads and aggressive conversion tactics. For leads that have visited the website many times and added products to their cart, you can extend valuable deals and discounts so that they make a purchase.
While it is necessary to make lead conversions into new users via email campaigns, it is also important to retarget existing customers and cold leads, so that customer acquisition and retention go hand in hand.