You'll learn nothing from us when we tell you that we love and advocate email. And in all its forms: from transactional messages to newsletters. Today, let's take a closer look at the undeniable advantage of this channel at every stage of the customer journey, from one end of the conversion tunnel to the other.
To kick off this article, here's the structure of a conversion funnel. The stages at which a contact progressively moves from awareness to action, ideally repeatedly, becoming a brand ambassador.
Email, the digital marketer's Swiss Army knife par excellence, is an essential conversion ally at every stage of the funnel.
At the awareness stage (to paraphrase JCVD), email is used to make contact with a target. They are not yet aware of the brand's existence, or have not yet formally expressed an interest. Advertisers using ividence's services have the opportunity to broadcast a message in native format in the newsletter of a selection of premium publishers. The aim is to drive traffic to their site, thus moving the target to the second stage of the conversion tunnel, that of the curiosity of a first visit.
If the advertiser also has the visitor's e-mail address in an opt-in list (and the visitor has accepted the deposit of cookies in his browser), it is then possible to contact the visitor by e-mail, at the end of his first session. This is made possible by a simple automatic rule, a function offered by most email management platforms.
If you don't have the visitor's email address, you can collect it via an exit pop-up when the visitor is about to leave the site, offering them a benefit in exchange for their email address. This method makes it possible to recontact them immediately, with the aim of moving them on to the third stage of the funnel, that of prospect. A drip campaign then qualifies the prospect. Qualification is based on opening the emails in the sequence and clicking on the calls-to-action inserted in these emails, thus facilitating the work of the sales team. The team will have a detailed profile, fed by the interactions, enabling them to judge the prospect's level of intent.
If the funnel leads directly to an online sale (as opposed to a process requiring the intervention of a salesperson), a sequence of informative emails will maximize the chances of conversion. This is also where retargeting comes into play, which ividence also offers via its range of publishers.
This brings us to the point where the first transaction is confirmed. Email is then used to gather feedback from the buyer, whose contribution (if positive) will reinforce the appeal of the offer to visitors at the start of the conversion tunnel. Email can also be used to convert some customers into brand ambassadors. And the email channel will naturally be used by these ambassadors to evangelize the product. In particular, it can be used to share sponsorship/affiliation links.
The last stage in the conversion tunnel is loyalty building. Key events of interaction with the brand's site will continue to trigger the parsimonious sending of emails. These must be personalized to bring real added value to the customer relationship: suggestions based on visits to certain pages, recovery of abandoned shopping baskets, etc. The newsletter will have an impact at every stage of the funnel. It will convert prospects into customers, generate repeat sales and awaken ambassador vocations in the most enthusiastic customers.
If you publish a mobile application, you'll use email to complement push notifications (and/or SMS). Take a holistic approach to your multi-channel CRM, and avoid sending the same information in two different formats at the same time.
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