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Not everyone is ready to buy from you at the moment they receive your email marketing message. That’s a fundamental truth that you need to accept or your email marketing initiatives will never deliver the results your business wants and needs. It’s also why creating email marketing funnels designed to move prospects from being unaware of your brand to being ready to buy are critical to your success.
Bottom-line, one-off, ad-hoc email marketing messages aren’t strategic. They’re the equivalent of throwing darts at a dartboard and hoping something sticks. Not only will your results show you the spray and pray strategy doesn’t work, but you could end up doing more harm than you realize.
Prospects who receive email marketing messages from you that are irrelevant and not personalized to match who they are and where they are in the buyer journey won’t be happy. At best, they’ll ignore your messages or unsubscribe from your email marketing list. At worst, they’ll mark your messages as spam or block you as a sender, which shows mailbox providers (e.g., Google, Outlook, Apple Mail, etc.) that you’re sending content people don’t want. As a result, mailbox providers will think you’re a spammer and will start sending more and more of your messages to recipients’ spam or junk folders.
For that reason, you have to be very careful about what you send to email recipients. You can’t expect them to be willing to respond positively to sales-oriented messages until you’ve made an effort to understand who they are and where they are in the buyer journey.
Fortunately, you can do it – and improve your email marketing and sales results – by sending strategic sequences of messages (i.e., email marketing funnels), tracking the results, and using the data to inform your future email marketing campaigns and sales outreach efforts.
Yes, you want everyone to buy from you, but they’re unlikely to do so just because you send one email message. They’re even less likely to buy from you now or in the future if the content you send is irrelevant to them.
Instead, you need to understand your audience, develop a strategy, and create email marketing funnels (i.e., sequences of messages) matched to each audience segment in order to motivate them to follow the call to action in an email marketing message.
First, you have to learn the stages of the consumer buying cycle, so you can match the content you send to each segment of your audience. The five stages include:
Think about the stages of the buyer journey and what kinds of email marketing messages it would make sense to send to prospects in each stage. For example, it wouldn’t make sense to send a message with a discount on your product if a prospect isn’t in the market yet. A sales-oriented message is appropriate for someone in the later stages of the buyer journey, not the earliest stages.
There are three primary types of email marketing funnel sequences that you can develop to move leads through the buyer journey: acquisition, nurturing, and conversion. Let’s take a look at each in more detail.
Lead acquisition email marketing funnels are designed to generate new leads and determine if leads are viable or not. These are campaigns sent to people you haven’t communicated with yet or have communicated with minimally.
For B2B businesses, particularly businesses selling products or services with a high price and/or long sales cycle, it’s safest to start by communicating with these leads as if they’re in the top of the funnel and early stages of the buyer journey. You don’t want to annoy them early in your relationship by sending sales-oriented messages they may not want.
With that in mind, the messages in your lead acquisition email marketing funnels should include simple calls-to-action to reach goals that make sense early in the relationship. I recommend creating lead acquisition email marketing funnels that include four weekly messages. The first three messages should have a small mini goal with a corresponding call-to-action that matches where the prospect is in the buyer journey. The final message should include the big goal of the entire sequence.
Effective mini goals and corresponding calls-to-action to raise brand awareness and show your audience that your email messages are useful and add value (so they won’t unsubscribe or mark your messages as spam) should drive people to your website where they can look around and get to know your company better. Goals should not require a big time or effort investment. Some examples include:
If you’re conducting cold email outreach through a platform like the Cannabiz Media License Database and don’t have access to your audience’s email addresses, the final goal of an acquisition email marketing funnel can be to obtain their email addresses. Offer something of value (referred to as a lead magnet) in exchange for their email address. Some effective lead magnets you can offer as a final goal in a lead acquisition funnel include:
Finally, track the results of each campaign to determine what to send the audience in your next sequence. For example, leads who open and click your messages consistently are probably in later stages of the buyer journey than those who open or click very infrequently. You can move highly engaged leads to nurturing or conversion email marketing funnels in an effort to push them through the buyer journey. Leads who aren’t engaged with your content may need to be tagged as unviable or they may need to be put into additional acquisition funnels to determine whether or not they’re viable.
RELATED READING: How to Use Lead Scoring to Increase Sales
Lead nurturing message sequences should be sent to viable leads only – those you’ve qualified as having shown some interest in your acquisition messages by opening them and clicking links inside the messages. Lead nurturing email marketing funnels serve multiple purposes. Lead nurturing messages keep your brand and business top-of-mind, so when a recipient is ready to buy, your business is the one they think of. Nurturing messages also help to push people through the buyer journey by reminding them that you have a solution to their problems.
Lead nurturing email marketing messages are typically not sales-oriented, but you can include a 100% promotional message as the final goal of a sequence from time to time. Remember, based on engagement tracking data, this audience is engaged but not highly engaged with your messages. Therefore, they’re probably not in the final stages of the buyer journey. Occasional sales-oriented messages will be tolerated but repeated promotional messages will annoy them. You don’t want your warm leads to unsubscribe or mark your messages as spam!
The process for creating lead nurturing email marketing funnels works the same as lead acquisition funnels discussed above. If you’ve been scoring your leads from previous campaign sequences, you’ll know which leads are marketing qualified and should receive nurturing messages from you.
Effective mini goals for lead nurturing email marketing funnels include:
To turn marketing qualified leads into sales qualified leads (so you can move them to lead conversion email marketing funnels), you can use calls-to-action such as:
Notice that each of the goals and actions in lead nurturing messages take a bit more time and involvement than those used in lead acquisition messages. You know leads in your nurturing funnels are marketing qualified – they’re interested in your content. Therefore, you can ask them to take actions that require a bigger investment of time and effort than you would in acquisition messages.
Track the results of each campaign just like you do for acquisition campaigns, and score your leads to determine which leads you can move to conversion email marketing funnels (or pass onto the sales team for one-to-one outreach), which leads should stay in nurturing funnels, and which are no longer engaged. Use the data to inform your next steps for every prospect.
GET YOUR CERTIFICATION: Become a Certified Email Marketing Data and Lead Scoring Specialist
Lead conversion email marketing funnels are used to move sales qualified leads to a final buying decision (or as close as possible so the sales team can close the deal through one-to-one outreach). Only prospects who are highly engaged with your email marketing messages should receive lead conversion messages.
Just like lead acquisition and nurturing funnels, you’ll set up sequences of messages in your conversion email marketing funnels based on mini goals and a final big goal. However, it’s important to note that lead conversion funnels are not just sequences of 100% promotional messages. They’re a combination of sales-oriented messages and useful content that helps recipients make a final buying decision.
For example, effective mini goals and calls-to-action for lead conversion messages include:
The final message goal in a lead conversion sequence is the big ask. It’s where you try to convince the most engaged recipients to buy or to contact you for product or service information. Some effective goals and calls-to-action for the final message in a conversion sequence include:
Again, track your leads just like you do for acquisition and nurturing messages. The same content and calls-to-action may not work for every recipient, so you may need to try multiple offers to drive conversions. Importantly, track results very closely, so you can turn the most engaged leads over to your sales team for direct outreach in a timely manner.
RELATED READING: How to Find and Sell to Your Hottest Leads with Email Marketing
There are many types of content and calls-to-action that you can test in your email marketing funnels to drive sales. The key to success is understanding that not all leads are ready to buy at the moment they receive your email message. It’s your job as an email marketer to track engagement, understand your audience, and follow the four rights of marketing by sending the right messages to the right people at the right times.
Ready to build an email marketing funnel for sales, so you can acquire, nurture, and convert cannabis and hemp license holders in the United States and international territories? Schedule a demo of the Cannabiz Media License Database to see how you can do it!