{"id":669,"date":"2018-10-03T09:33:27","date_gmt":"2018-10-03T09:33:27","guid":{"rendered":"https:\/\/vr2.wpengine.com\/?p=669"},"modified":"2022-09-16T02:33:00","modified_gmt":"2022-09-16T07:33:00","slug":"email-marketing-funnel-matching-message-to-buyer-journey","status":"publish","type":"post","link":"https:\/\/verticalresponse.com\/blog\/email-marketing-funnel-matching-message-to-buyer-journey\/","title":{"rendered":"Email marketing funnel: Matching message to buyer journey"},"content":{"rendered":"

What is an email funnel?<\/h2>\n

Great question. Like a marketing funnel, an email funnel is a method of attracting potential customers and converting them to established customers through email. This method works well because you can control the messages your email recipients receive, unlike social media where content can get lost in the mix or get pushed aside with algorithm updates.<\/p>\n

You want the email funnel to match up with the buyer\u2019s journey below. This journey matters because potential customers go through different mindsets before purchasing. By understanding their journey, businesses can more aptly communicate with people where they\u2019re at and give them the information they need to move on to the next stage.<\/p>\n

\"\"<\/p>\n

(image courtesy of\u00a0Mohit<\/a>)<\/em><\/p>\n

Why should I care about email marketing funnels?<\/h2>\n

Other than having control over who gets content, it\u2019s a strong way to communicate with your customers. Even if you don\u2019t convert recipients into customers at the rate you aim for, the information you can glean from analyzing your funnel is priceless. Likely, you won\u2019t have to add anything new to your marketing strategy; it\u2019s just about taking the emails you already send and making a greater impact through the use of funnels.<\/p>\n

What are the parts of the funnel?<\/h2>\n

The email marketing funnel has three broad stages: Attraction, engagement and nurturing. The most important thing is to have strong content across all of these to lead customers through the buyer\u2019s journey with email.<\/p>\n

Attraction<\/h3>\n

This is the widest part of the email sales funnel. It aligns with the awareness stage of the buyer\u2019s journey. It\u2019s where you connect with the widest range of customers by using a certain page or post. On the page, you can include something like an opt-in form to collect their email address. To do this well, you\u2019ll need to have enough traffic and interest to be able to understand which topics people want to learn more about. Then, you\u2019ll be able to craft a compelling reason for readers to trust you with their emails: What can you offer your subscribers that\u2019s valuable?\u00a0Search engine optimization<\/a>\u00a0can help you gain traffic while analyzing that traffic will help you see which content is most popular.<\/p>\n

Engagement<\/h3>\n

Once you\u2019ve attracted people, you\u2019ll want to\u00a0engage them<\/a>\u00a0with compelling content \u2014 this aligns to the consideration phase of the buyer\u2019s journey. Since you have their email, you can send them relevant content based on what they\u2019ve expressed interest in. Some ideas are eBooks, blog posts, videos or other information about topics important to them. This is where you should focus on building authority and trust by providing helpful content. You can end your emails with specific calls to action (CTAs) that you want subscribers to take, such as exploring other content from you or engaging with your business in some way.<\/p>\n

Nurturing<\/h3>\n

The final part is where it all comes home. You will persuade your subscribers to purchase, the decision phase of the buyer\u2019s journey. The engagement emails from the previous part of the funnel have helped your business gain trust from the readers who are considering which business to buy from. To drive home that your business is the right choice, you need to continue\u00a0to share relevant content and connect it with your services. Now\u2019s the time to offer discounts, limited-time promotions, free trails or other incentives for the reader to decide to buy. By having specific CTAs, you can point potential customers in the right direction by getting them to buy something, to donate, or to do whatever the ultimate goal of your business is.<\/p>\n

When your email marketing is aligned with the buyer\u2019s journey, you are sure to see conversions that satisfy your business.<\/p>\n","protected":false},"excerpt":{"rendered":"

When cultivating customers from awareness to purchase, consider what a strong email marketing funnel can do for you.<\/p>\n","protected":false},"author":8,"featured_media":670,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[4],"tags":[14,13],"class_list":["post-669","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-content-marketing","tag-strategy","filters-content-blog-articles","filters-topics-best-practices","filters-expertise-advanced"],"acf":[],"yoast_head":"\nEmail Marketing Funnel: Matching Message to Buyer Journey | VR Blog<\/title>\n<meta name=\"description\" content=\"Send emails to your customers at the right time depending on where they are in the buyer's journey. 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