When starting an email marketing strategy, many may make the mistake of assuming that email campaigns can only be used to convert sales at the end of the sales funnel. However, with the right email marketing strategy in place, email can not only convert sales but build a more active, loyal and engaged database.
We've used the example of a new concealer product, sold by a pharmacist, to demonstrate how email can oversee the entire sales funnel.
Step 1: Segmentation and target marketing
While some products will have a far wider reach than others, no products will catch the attention of everyone. So, target marketing is critical.
In our example, the pharmacy may already have a rich email database. Some of these customers may only utilise the store for medical needs. Some may visit it for protein supplies, and others may opt for the beauty aisle.
Therefore, not every customer in the database will want to know or have an interest in the new product.
Segmenting the data can ensure that only the relevant contacts in the database receive notification of the new product. This can prevent other contacts from unsubscribing due to poor email relevancy.
It is also recommended that data is segmented down further. For this example, it could be split into customers who prefer to shop in-store and those who shop online.
Step 2: Build product awareness
It is unlikely that a new product will have instant loyalty among customers. In many cases, awareness is required first. If you have been proactive, you can send teaser campaigns to your target market, preparing them that something exciting is launching soon.
If your product has already launched, you can continue to build awareness through education-focused emails. In the case of the concealer, this would include videos or images of the product in use.
Directing your customers to your social media also allows customers to continue learning more.
Step 3: Develop interest
Once your customers have been made aware of a product, you need them to become interested enough to continue learning more. This is when a problem-solution marketing strategy is critical.
Send emails that give your database a reason to need the new concealer by showing off its USPs. It may be water-resistant, colour correcting or cruelty-free. Use these selling points to show your target market why they require the product and why they should visit the website to learn more.
Step 4: The desire stage
By this stage, the most engaged members of your target market may have already purchased your new product. Those who are sceptical or harder to get over the line may require an extra push.
Setting up an email automation sequence that provides discounts to those who viewed the product but did not purchase can help move them from the interest stage to the desire stage. Some discounts may include 10% off, buy one get one free, or free shipping.
Stage 5: Product purchase
After desire has been stimulated, sending emails at the right time and with enticing subject lines can help to attract purchases. Just remember to utilise clear calls to action and personalisation where possible, as this can make people more likely to click through to the website.
It's also critical to double-check that your email links are working correctly to guarantee you can push as many sales through as possible.
We are always here to help
If you're looking to boost conversions and push your products along the sales funnel quicker, the Email By Design team is always here to help. Book a free 15-minute consultation today.