It’s Not Too Late To Start a Black Friday & Cyber Monday Email Marketing Campaign
Written by Franco Varriano.
Our digital world is transforming the traditional sales funnel. In times past, marketing was all about brand awareness and lead generation. Once prospects were identified and qualified, the sales team would take over by encouraging the prospect to buy and building a relationship for further sales down the road. The effectiveness of a particular company’s sales funnel was dependant on the efficiency of its marketing efforts, and the quality of its sales team.
Today, the lines between these functions have blurred, as much of the entire sales funnel is contained online. Email marketers can interact with individuals at different stages in the funnel, enticing them towards a purchase and brand loyalty, all without having personal contact. Different types of email are required at different stages of the funnel, and prospects need to be nurtured all along to become customers and repeat customer-evangelists. Companies who understand this breakdown are reaping significant rewards.
2. The Digital Sales Funnel For ecommerce
The digital sales funnel (as depicted below) is a great way to visualize and compartmentalize the online sales process from initial awareness and lead generation, to evaluation where prospects start to convert, to sales and post-sales retention efforts:
3. Lead Generation Through Email Marketing
The email list has been a foundational marketing asset for decades; however, with the evolution of anti-spam filters and opt-in/opt-out legislation, much greater care must be used to cultivate email lists that actually bear fruit in the form conversions and sales. Sign-up opportunities on your site, newsletter offers, contests and free give-a-ways are different methods for attracting initial email addresses, but simply having a list of relatively random sign-ups only brings you part way to transforming prospects into customers:
4. Nurturing Your Subscriber List
Email lists need to be nurtured if leads are going to progress along the sales funnel. Providing company updates, timely product information such as anticipated features of a new product, or even an unexpected gift for new subscribers, with no strings attached, are examples of nurturing email campaigns that are starting to outnumber traditional lead generation email campaigns:
5. Converting Prospects Through Email
5. Nurturing Repeat Customers Through Email Automation
Typically, when a consumer makes an online purchase, they usually need to provide some additional information to the retailer. This information, once in your database can then be cross-referenced and associated with their purchasing history, allowing savvy online store owners, who deploy the latest customer-centric email marketing automation software, to identify and retain their most profitable customers.
VIP customers, whose life-time value with your brand far exceeds most other customers or one-time purchasers, deserve special attention. Email campaigns for this valuable segment can include exclusive deals, useful gifts that would nurture VIP customer relationships, reminders for service, access to a product or service before it becomes generally available, or any other kind of creative campaign that makes the recipient feel truly special and re-engages them with your brand.
Email campaigns in the post-sales segment of the funnel can go along way to help with any post-purchase dissatisfaction. Such campaigns can also foster the growth of new leads, by encouraging current customers to evangelize your brand, word-of-mouth, through social media. Referral contests, especially those with significant or interesting prizes are common examples of this type of campaign in action.
And if you’re one of the thousands of merchants who are already using Rare’s Smart Email Marketing software and want to see how our Customer Success Team can work with your brand to grow your revenue – feel free to book a call at your convenience here.
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