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Expert Answers to Biz Questions
Listen in! Pick up some expert advice to a reader's question that we selected from CyberSchmooz.
How these Marketing Automation Funnels Can 10X Your Conversions
The ROI of email marketing is over 3,800%, which is far higher than almost any other marketing funnel. However, setting up an email funnel can be a very convoluted process for even experienced marketers. Marketing automation technology has simplified things and made it easier to exponentially increase your conversion rate.
While email automation tools can be invaluable, they aren’t silver bullets if you don’t know how to use them properly. Setting up the right final is crucial if you want to maximize conversions. Here are some proven funnels that can increase your conversions by 900% or more.
Accelerated promotional funnel
Some email marketing campaigns can take months to execute. The marketer may need to send a dozen or more emails to engage with subscribers before trying to convert them.
Extended engagement funnels may be necessary for offers that require a lot of persuasion to drive conversions. This is true for offers with a high price ticket or those that are in niches like financial management which require you to build trust.
However, some offers are much easier to convert. In vertical such as online fashion retail, customers often make impulsive decisions based on price or brand recognition. You don’t need to spend months engaging with them to drive conversions. You can use an automated welcome email with an enticing call-to-action after they join your email list.
Educational DRIP campaigns
Educational DRIP funnels are unique in that they don’t focus on directly driving conversions. Their goal is to solidify the company’s brand image by sharing fresh insights to their customers.
These funnels usually begin with encouraging the customer to download a white paper, e-book or other valuable resource. They can also require customers to create a free account to access an online tool.
After the customers have joined the mailing list, the marketer will provide cutting-edge insights. They may occasionally share a promotional offer to their list. Since the funnel does not have a set end-date like promotional campaigns, they may convert the same user with a number of offers over time. However, the real purpose is to keep the brand fresh in the customers minds, so they will turn to it when they are finally ready to make a purchase.
Promotional email funnel
This type of marketing automation funnel is a hybrid between educational DRIP funnels and accelerated promotional campaigns. The entire engagement process centers around driving conversions and educating people about new offers.
Email marketing platforms like Campaign Monitor allow marketers to create pre-defined customer journeys that personalize each email in the funnel based on subscriber behaviors. For example, an online clothing retailer sends a welcome email with content about a contest they are running, some new product lines launching and a discount offer. Based on what the customer clicks on the next email they will receive will be about that subject.
There are a couple of ways that these campaigns can be initiated:
- The marketer uses a low-price ticket offer as a lead magnet to generate subscribers. Once the customer subscribes to the mailing list, the marketer engages with them to upsell them for new offers.
- The funnel begins with getting customers to subscribe to find the most recent deals. Then follow-up emails are sent to inform them about those money-saving opportunities.
- It can also be a short duration campaign focused on getting customers to purchase a single high-ticket item. It can take a while to finally convert the subscriber. However, there is a clear marketing path with an estimated and date in mind, since the marketer knows how long it will take to convert an average user.
This type of funnel tends to be simpler and more temporary than educational email campaign.
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