When starting an email marketing strategy, many make the mistake of assuming email campaigns can only convert sales at the end of the funnel. But with the right strategy, you can leverage email to nurture your entire sales funnel, driving conversions while building a more active, loyal and engaged database.
One product, all five stages
Email carries the customer down each step, not just the last one.
No product catches everyone's attention. In our example, the pharmacy has a rich database, but some customers only visit for medical needs, some for protein supplies, and others for the beauty aisle. Not everyone will care about a new concealer.
Segmenting ensures only relevant contacts hear about the new product, preventing others from unsubscribing over poor relevancy. Segment further still, for example splitting in-store shoppers from online ones.
A new product rarely has instant loyalty. Awareness comes first. Send teaser campaigns to your target market to prepare them for an exciting launch.
If the product has already launched, keep building awareness with education-focused emails. For the concealer, that means videos or images of the product in use. Directing customers to your social media lets them keep learning too.
Once customers are aware, you need them interested enough to keep learning. This is where a problem-solution strategy is critical. Send emails that give your database a reason to need the concealer by showing off its USPs, water-resistant, colour correcting, cruelty-free.
Use these selling points to show your target market why they need the product and why they should visit the website to learn more.
By now, your most engaged customers may have already purchased. Those who are sceptical or harder to convert may need an extra push.
Set up an email automation that sends discounts to people who viewed the product but did not purchase, moving them from interest to desire. Think 10% off, buy one get one free, or free shipping.
After desire is stimulated, sending emails at the right time with enticing subject lines helps attract purchases. Use clear calls to action and personalisation where possible, as this makes people more likely to click through to the website.
It is also critical to double-check your email links are working correctly, so you can push as many sales through as possible.
