How to Build The Ideal Email Marketing Funnel with Springbot

Table of Contents

• What is Full-Funnel Marketing?
• The Marketing Funnel Explained
• The Importance of Segmentation & Personalization
• Crafting Emails for Each Stage of the Funnel
• Springbot: A Game-Changer for Quality Email Marketing Funnels
• Get Started For Free

An effective email marketing strategy is a crucial asset in today's digital marketing environment. At Springbot, we are always excited to share marketing techniques that help you boost your ROI.

In this article, we're diving into the world of full-funnel email marketing and how it can revolutionize your customer journey.

What is a Full-Funnel Email Marketing Strategy?

The term "full-funnel" might sound complex, but it simply refers to an email marketing strategy that caters to customers at every stage of their journey — from gaining awareness of your brand to becoming loyal advocates. 

By crafting unique, relevant messages for each stage, you build stronger customer relationships, resulting in more sales and brand loyalty.

The Marketing Funnel Explained

Before delving into the strategy, let's break down the stages of a typical marketing funnel.

1. Awareness: At this stage, potential customers discover your brand for the first time. Your goal is to capture their attention and make a strong impression. Emails should focus on brand storytelling and product education.
2. Interest: Prospects are intrigued and want to learn more. Email content should provide valuable, engaging content that resonates with their needs and interests.
3. Consideration: Your prospects are considering whether your product or service can address their needs. Your emails should provide detailed product information, customer testimonials, and case studies to highlight your value proposition.
4. Intent: Prospects show intent to buy by adding items to their cart or visiting your pricing page. Emails at this stage can include targeted product recommendations, personalized offers, or reminders about items left in their shopping cart.
5. Evaluation: Prospects are comparing your offerings with those of your competitors. Your emails should emphasize your unique selling points, offer a trial period, or feature positive reviews and ratings.
6. Sale: The customer decides to make a purchase. The emails they receive should confirm their purchase, provide information about shipping and delivery, and express appreciation for their business.
7. Nurture: After the sale, you work to develop a long-term relationship with the customer. Nurture emails can include product usage tips, invitations to join a loyalty program, requests for reviews, and personalized product recommendations for future purchases.

Remember, not all customers follow the same path. Some stages may overlap. 

The key is understanding your customer's behavior and preferences to send the right message at the right time.

The Importance of Segmentation & Personalization

Your customers are more than just data points — they are individuals who appreciate being acknowledged and understood. 

By segmenting your audience and personalizing your communications, you not only boost your email marketing metrics but also foster a more intimate relationship with your customers.

With thoughtful segmentation and personalization, you can ensure that your emails deliver the right message to the right person at the right time. This leads to a more engaged audience, increased customer loyalty, and higher conversion rates. 

Let's explore how to incorporate these essential tactics into your email marketing strategy.

Segment Your Email List

Group your customers based on attributes like demographics, browsing behavior, purchase history, etc. This allows you to create targeted campaigns that resonate with different customer segments.

Personalize Your Emails 

Personalized emails have higher open and click-through rates. Use your customer data to create personalized messages that connect with your customers on a deeper level.

Crafting Emails for Each Stage of the Funnel

By tailoring your emails to each stage of this marketing funnel, you can effectively guide your customers through their journey, from their first interaction with your brand to a lasting relationship.

Here's how.

Stage 1: Awareness Emails

In this stage, a buyer searches for information regarding a need or a problem they want to solve. The potential buyer is likely interacting with your brand for the first time. 

Your objective is to let these potential buyers know your business exists and build brand awareness.

• Your emails should focus on introducing your brand and product offerings. 
• Make these emails visually engaging, educational, and aimed at sparking curiosity about your products or services. 
• Use storytelling to share your brand values and mission. 

This will help to create an emotional connection with the reader and differentiate your brand from the competition.

How to Leverage Springbot in the ‘Awareness’ Stage

To target customers at this stage, you should:

• Produce informational content to share with prospective customers via blogs, social media, and influencer partnerships. 
• Many of these actions can be tracked using Trackable Links, but the best way to measure this will be through changes in site traffic. 
• Our Content Calendar is an effective tool for scheduling social posts and is a great resource for content ideas.

Stage 2: Interest

The buyer is interested in your content but wants more information about your company and its products. 

Now that you have the buyer’s interest, this is an opportunity to collect new subscribers and share valuable and actionable content to demonstrate your expertise and build the buyer’s trust.

How to Leverage Springbot in the ‘Interest’ Stage

• Utilize Sign Up Forms and SMS Marketing to collect mobile numbers, email address and subscriber interests.
• Turn on your Welcome Automation to make a good impression on your new subscriber and offer an incentive to encourage a purchase.
• Collect product reviews and or customer testimonials on your website and social media profiles, so these prospectors can reference these.
• If you are using Onsite Abandonment, ensure that you have an email designed and turned on to follow up with non-subscribers who visit the site to entice them back to your store.

Stage 3: Consideration

The potential customer has shown interest in your store’s products, has engaged with your content in some way, and is now likely to become a customer in the near future. 

They might explore your competitors at this stage to ensure they choose the best product.

How to Leverage Springbot in the ‘Consideration’ Stage

This is also where your Email and SMS Campaigns can make the difference.

• Highlight unique product attributes, share user-generated content or product reviews, and answer commonly asked questions to set yourself apart as the best choice.
• Use Segmentation & Dynamic lists to reach subscribers who have never purchased with persuasive, clear, deadline-type messaging. Also guide them to your "top picks" or "most popular" items.

Stage 4: Intent

Here your prospective customer takes action that demonstrates their intent to buy your product, like adding products to their cart.

When prospects show intent to purchase, your emails should be tailored to nudge them towards conversion. This could include abandoned cart reminders, personalized product recommendations, or limited-time offers.

Use urgency and exclusivity to prompt action — for example, a countdown timer for a sale or an email-exclusive discount.

How to Leverage Springbot in the ‘Intent’ Stage

To target customers at this stage, you should:

• Activate your Abandoned Cart Email and Abandoned Cart SMS Flow
• You will want to have a series of emails if possible to give a couple of reminders and even look into segmentation based on whether they opened your previous emails or offer an incentive if they have never purchased from you before.

Stage 5: Evaluation

By stage 5, your customer is making their final decision about whether to buy your product or not. They evaluate the product, price, and policies and seek a hassle-free checkout experience.

Your emails should highlight your unique selling points and provide additional incentives to choose you. This could be an exclusive discount, extended free trial, or a bonus gift with their purchase. Include any accolades, awards, or notable press mentions to reinforce your credibility.

How to Leverage Springbot in the ‘Evaluation’ Stage

To target customers at this stage, you should:

• Utilize Click Level Reporting and other behavioral segmentation on your Email Campaigns as well as your Automation Flows. Tailoring any additional messages at this stage shows that you are a sophisticated marketer and helps builds trust with your customer.
• Ensure your checkout process is easy to understand, easy to complete, and that important information about shipping costs, expected delivery windows, and returns/exchange policies are easy to find. Have family and friends place test orders if you are looking for feedback on the experience.
• Look at larger brands to see what works and what doesn't and see how you can improve your process.

Stage 6: Sale

This is the final stage of the marketing funnel. Your potential buyer has turned into a customer, and you have made the sale. Congratulations!

How to Leverage Springbot in the ‘Sale’ Stage

Once the sale is complete, your emails should confirm the transaction and provide essential information. 

Include details like the summary of their purchase, expected delivery dates, and customer support information. Also, thank your customers for their purchase and share excitement about them joining your community.

Stage 7: Nurture

After the sale, your work is far from over. The nurture stage is where you build lasting relationships with your customers. Send emails with helpful content like product usage tips or maintenance guides. Invite them to join your loyalty program or offer a discount on their next purchase. 

Remember that a positive follow-up experience post-sale leads to product reviews, testimonials, word-of-mouth organic customers, and increased traffic - all things you needed at earlier stages to get your customer here now.

How to Leverage Springbot in the Nurture Stage

To target customers at this stage, you should:

• Nurture customer relationships with your After Purchase and Winback Automations.
• Send monthly SMS Campaigns about sales, new arrivals and other updates
• Send recommendations for additional products they might like either via Product Recommendations in your Automations or Email Campaigns. Utilize Custom Segments built on product and purchase criteria as filters on your Subscriber lists.
• If you sell a consumable item that needs to be re-ordered regularly, make sure you have a Replenishment Automation activated for specific products to proactively reach out reminders to re-order.

Springbot Email Marketing Automation: A Game-Changer for Quality Email Marketing Funnels

Springbot's email marketing automation tools are designed to empower eCommerce businesses to build and execute effective email marketing funnels. 

Here's how they can transform your email marketing efforts:

Comprehensive Audience Segmentation

Springbot enables you to segment your audience based on purchase history, demographic information, browsing behavior, and more. This helps you send targeted emails to different customer groups, thus increasing their relevance and effectiveness.

Personalization Made Easy

With Springbot, you can personalize your emails with ease. Our tools can help you tailor email content, subject lines, and even sending times to individual recipients based on their past interactions with your brand. This leads to higher engagement and conversion rates.

Email Campaign Automation

Springbot's automation tools allow you to schedule and automate emails for different stages of the marketing funnel. From welcome emails and cart abandonment reminders to re-engagement campaigns, you can ensure that the right emails reach your customers at the right moments.

A/B Testing & Analytics

Springbot helps you understand what works best for your audience. With A/B testing features, you can experiment with different email elements and use real-time analytics to track performance. This allows you to optimize your emails for higher open rates, click-through rates, and conversions.

Pre-Built, Customizable Templates

Springbot provides a library of pre-built email templates that are designed for different stages of the marketing funnel. These templates are fully customizable, allowing you to maintain brand consistency while creating compelling emails with ease.

Integrations with eCommerce Platforms

Springbot integrates seamlessly with popular eCommerce platforms like Shopify, Magento, and WooCommerce. This means you can easily synchronize your customer data, making it simpler to manage your email marketing campaigns.

Elevate Your Email Funnel Strategy With Springbot

A full-funnel email strategy can elevate your marketing efforts, improve customer relationships, and boost your ROI. It considers the entire customer journey, ensuring every interaction is meaningful and relevant.

Are you ready to start building your email campaign funnel strategy? Springbot is here to help. Our suite of marketing automation tools and expert guidance can empower your eCommerce business to reach new heights.

Get started for free to learn more about how Springbot can revolutionize your marketing efforts.