Generating Leads through E-mail Marketing in 2022

Convert your potential user into a customer using an email marketing funnel. Decide the stagers of your email marketing funnel make strategies of your email marketing funnel. Deliver value to your customer, engage them using content, create urgency through call-to-action

Generating Leads through E-mail Marketing in 2022

Email marketing is like a train journey to move your customers from point A to point B without losing any customer this 2022.

Marketing funnel is a step-by-step framework to convert a visitor into a customer. It attracts the customers first, then makes them aware, and finally converts them.

Do not send e-mails in bulk to your customer.

In your e-mail process, you need to have:

  • Strategy
  • Automation
  • Personalization or personal touch.

You need to send the email to the right person at the right time with the right content.

1. Email Strategy Goals

Your email strategy should cover these 3 goals:

  • Build a relationship with your subscriber or user
  • Educate your customers about the benefits of your products or services
  • Push your contacts to purchase your product

2. Six Stages to Bring Conversion through Email Marketing Funnel

i. Delivering value and awareness

  • Do not sell your product to the customer in your first e-mail.
  • Instead, educate them and provide them a value that they can avail.
  • The value should be actionable, i.e., they can use it like a free download, discount coupon, a giveaway, etc.
  • 70% of users open the e-mail in which your company is giving a coupon, discount, or an offer.
  • When you deliver the value, then the user develops trust in your brand.

According to a survey in 2019, e-mail marketing is 40% more effective than Facebook and Twitter marketing, if you want to make new customers.

While sending your first e-mail, you need to take care of the following things:

  • Decide the frequency of one type of e-mail
  • Decide whether you should send one type of e-mail many times or different type of e-mails every time
  • Decide the time when you should send the e-mail, i.e., morning or evening

For this, you need to segment your database based on your engagement. You can build more engagement if you segment them based on their locations and interests.

You need to use a catchy subject line in your e-mails that shows the value to your user.

For example:

  • Get 20% discount on an order over Rs. 999
  • Special Gift for your Special People

Such subject lines will increase the interest of the readers.

Build organic list

  • Organic list means getting the details of new customers and building a relationship with them.
  • Try to build an organic list because the list of customers may not be valuable for you and in such a case, your e-mail goes to the spam folder of the user.
  • So, the subscribers in the organic list are more likely to open your e-mail and read it.
  • For building a targeted e-mail list, you can convert the users visiting your website into subscribers in your organic list.
  • Team-up your e-mail with the right type landing page.
  • Through pop-ups or in-page pop-ups, you should persuade the customers to sign-up for the website, event, download, or watch your content.
  • For this, it is important that your landing page is aligned with your e-mail.

ii. Consideration

Analyze the matrix and make the content or audience strategy based on it. This is the reason it is called the consideration stage.

At this stage, you need to keep in mind the following things:

a)    Open rate of your e-mails

  • It means how many users have opened your e-mail.
  • This rate varies from industry to industry.
  • 20-25% open rate is considered good.
  • This helps you in determining that your campaign is working successfully.

b)    Click-through rate

  • It gives the percentage of users who have opened your e-mail and clicked on the link that takes them to the landing page.
  • 15% click rate is a healthy rate.

c)    Conversion rate

  • It gives the percentage of users who have clicked on the desired link like they have sign-up, filled the form, downloaded the content, or bought something.

d)    Bounce rate

  • It is the percentage of e-mails that have not been successfully delivered.
  • You need to have this information so that you should not waste your resources on the e-mail addresses where your e-mails are not delivered.

e)    Unsubscribe list

  • It includes the users who have unsubscribed your e- mail address after opening your e-mail.
  • Though this does not have a direct impact on your business, but it is better to know so that you can make a list of users who are not at all interested in your brand or product.

For example:

  • You have sent 100 e-mails. Among them, 10 e-mails are bounced and 90 are delivered.
  • Among these 90 e-mails, 20 people have just opened your mail.
  • In these 20 people, 10 have clicked on the link you have given in the e-mail.
  • It means your open rate is 22% and click-through- rate is 12%.
  • For the 70 users who have not opened the mail, you can use a double open approach in which you send the same mail again to these users after changing the subject line and making it more catchy.
  • When you change the subject line, people think that it is a new e-mail, and they may read it.

Some of the tools you can use to get this matrix is MailChimp, Mailtrack, etc. They are easy to use and charge minimum fees. These tools also provide a feature of test mail, which shows how your mail will be delivered and how it will look.

iii.  Authority and content creation

  • You have delivered the value and started a positive relationship, now; you must build an authority position.
  • You should engage the users who open your email or click on your link by creating different content for them.
  • This will provide more information about you and your product to your users.

For this, you can give blogs, case studies, conduct webinars, or make instructional videos for your users. The objective of this is to:

  • Tell the users how your product is beneficial for them
  • Tell the problem you are solving
  • Tell them what they want to listen to
  • Keep the sales in a tactful and polite manner

For example:

a)    Limeroad

  • It is an online fashion brand for women. They first collect the data of customers who are interested in online shopping.
  • After that, they deliver value and make the users sign-in on their website and take their details.
  • At the authority stage, Limeroad starts sending e- mails in which they tell their users about combinations, the colours in fashion, the colours that will suit the users, etc.
  • They start giving this information with good images. This attracts customers and they start clicking on their link to determine whether the colour will look good on them.

b)    Lenskart

  • It is also an online brand of spectacles and lenses.
  • They also sent e-mails to their users about how to keep their eyes healthy, eye exercises, how to cleanse your eyes, and then they give their cleansing product list at the bottom.
  • This helps in building customer relationships.

So, you should:

  • Use marketing automation tools to deliver the e-mails at the right time and based on the likes and dislikes of the customers.
  • Keep your content simple and interesting.
  • Use images, give your social media links, make catchy subject lines, and focus on call-to-action.

iv. Call to action

  • Now, your potential customer knows about you and trusts you, so, you are now ready for sales.
  • Thus, in your e-mail, give direct benefits, offers, and influence the purchase decision of your user.
  • It is a very important stage because, at this stage, your customer is just about to convert in sales.
  • So, if you advertise the call to action and give action words properly, then the user will be converted.
  • Action words can be Register Now, Try Now, Click to Buy, Check-Out, Hurry! Items Finishing Soon, Seats filling up Fast, etc. This develops urgency.
  • For credibility, you can give the link to FAQs (Frequently Asked Questions), attach customer testimonials or reviews, and social media links for social proofing.

v. Conversion

  • If the customer has not bought the product after call-to-action, then tell your customer clearly that they do not have a complete lifetime to buy this product.
  • You should create urgency by giving discounts, bonus points, etc.

For example:

Netflix is very famous for its shows and movies. They have launched their mobile-only platform at Rs. 199. For this, they have used the following marketing funnel stages:

1) Aware the users through e-mail and give them one- month free trial as a value delivery and they get users' details

2) Try to engage the users who have not downloaded their app

3) Tell the free users about their shows and analyze the data which customers like which type of shows

4) Tell the users about the current and upcoming shows based on their preferences

5) Tell the users about their sales offer and show urgency by informing them that the free subscription is about to end

vi. Loyalty and advocacy

When your customer has bought your product, you need to:

  • Keep taking him to your platform repeatedly
  • Keep them engaged using your content
  • Provide good service to increase customer loyalty and customers will do publicity for your brand as well

You need to:

  • Track your regular customers, give them special bonuses, give offers to other customers as well
  • Ask customers to give reviews to get more publicity and loyalty
  • Reward or appreciate your customers by giving reviews if you want
  • Keep building engagement through newsletters, updated email, offers, trends, etc.


3. Hiring for Email Marketing Funnel

For doing all this, you don't need a big team. You can start with 3-4 people, which will include:

  • Email marketing strategist: He will work on e-mail strategies, which include setting up goals, sales targets, connecting customers in the sales cycle, etc.
  • Junior digital marketing resource: He will track your matrix and performances and build a report. This will help you to analyze how your customers are reaching the conversion cycle.
  • Creative team: You need one content creator who will make different content copies and write them in different formats. Another person in this team will be a content designer, who will make the templates for the content copies and convert them into graphics. A content designer can also make some videos if required.

Key Learnings

  • Convert your potential user into customer using an email marketing funnel
  • Decide the stages of your email marketing funnel
  • Make strategies for all the stages of your email marketing funnel
  • Deliver value to your customer, engage them using content, create urgency through call-to-action