What are the key elements of a B2B email marketing funnel?

Be careful of designing your nurture flow in a linear fashion. People won't follow your script of opening email #1, then #2, then #3. They may open the 2nd one first. Your language and messaging and workflow should take that into consideration.

Instead of a FUNNEL, we can create a marketing ORBIT. A B2B marketing orbit moves a rocket ship full of clients around and around the rings in stages of awareness, interest, decision, action, allowing for stops and experiences along the way. Overall, keeping clients in your orbit means that your marketing funnel can continue to serve your business solar system long term into the future and grow and evolve with your business. ???????? #FoxRocks

B2B email marketing funnel is a loop of conversion centric messages that you can share with your target audience. Funnel is mainly a journey with several touch points that engages and intentionally convert them in later or final stage of the journey.

Imagine you're a guide, leading a group of adventurers (your potential customers) through a mysterious forest (the market). Your mission is to guide them to a hidden treasure (your product or service). The path you take? That's your B2B email marketing funnel, a four-act play featuring Awareness, Interest, Decision, and Action.

There are really only two reasons why someone clicks and opens an email. 1) The sender - If the recipient is familiar with the sender, that could influence their decision to open the email. However, if they are not, the next reason needs to stand out strong. 2) The subject line - This is the most powerful tool to encourage someone who is not familiar with your brand to open the email. As AI mentioned with the type of valuable, educational content that is included in your email - the subject line needs to capture the attention of the recipient, otherwise your email will not be opened. A simple search for "headline analyzer" will provide a number of tools and resources to help you craft compelling subject lines.

First touchpoints should leave the person remembering an emotion they feel towards their experience. Both in B2B and B2C. We will be sold on emotion first, plus people will always remember how you made them feel. In addition to the content AI mentioned (blog posts, ebooks, webinars, case studies), consider lighter first touchpoints like: - Customized GIFS - Gamification content (Bing Card, Contest, Seek & Find) - Short In"fun"mational vs. heavy informational content - Surprise / Insider knowledge content When getting the first touchpoint of awareness stay light on the "action" and focus on being clear & concise with how you want to start the client relationship. ???? #FoxRocks

Picture this—you've just met your group of adventurers. They're curious but cautious. Your first task? Win their trust. You do this by sharing tales of the forest, its history, and its wonders (blog posts, ebooks, webinars). This is your 'Awareness Email,' the first chapter in your unfolding story.

Now that they trust you, it's time to deepen that bond. Share maps and tools (testimonials, white papers) that can help them on their journey. These 'Interest Emails' are like the plot twists that keep the adventurers engaged and invested in the journey ahead.

The second stage of your B2B email marketing funnel is all about deepening the relationship with your prospects. Here's how to make your interest emails more impactful: Content Variety: Use a mix of testimonials, white papers, and demos to showcase your unique solutions and address pain points. Personalization: Tailor your emails to individual needs and preferences to build rapport and trust. Call-to-Action: Use specific triggers like downloads or clicks to qualify leads and guide them to the next stage. By focusing on these elements, your interest emails will not only capture attention but also pave the way for deeper engagement.

You've reached a fork in the road. One path leads to the treasure, the other to uncertainty. Your 'Decision Emails' are the compelling arguments, the rousing speeches that persuade your adventurers to take the path you recommend. Offer them incentives like discounts or free trials to sweeten the deal.

The third stage, Decision Emails, is your chance to tip the scales in your favor. Here's how to make them compelling: Content Strategy: Use comparisons, discounts, and free trials to address objections and create urgency. Social Proof: Incorporate reviews, ratings, or referrals to bolster your credibility. Clear CTA: Make your call-to-action unambiguous and urgent to prompt immediate action. By honing these elements, your Decision Emails will effectively persuade prospects to choose your product or service.

You're there, the treasure is within reach. Your 'Action Emails' are the final keys to the treasure chest. They're clear, concise, and actionable, guiding your adventurers to unlock the treasure they've been seeking (your product or service).

The final stage, Action Emails, is where you seal the deal. Here's how to make them effective: Content Types: Use invoices, receipts, and confirmations to finalize transactions and affirm your value proposition. Follow-Ups: Send thank-you notes and feedback requests to enhance customer satisfaction and loyalty. Upselling and Cross-Selling: Use targeted offers to encourage additional purchases and increase lifetime value. By concentrating on these aspects, your Action Emails will not only convert prospects but also foster long-term relationships.

When sending emails, keep track of who has opened your email and who has not. One tactic to improve your open rates is to resend your email, using a new subject line, to those who have not yet opened your email. This helps to get the attention of your audience with a new compelling statement while still providing the valuable information at the specific stage of the campaign that you are working to engage.

The story doesn't end when the treasure is found. Keep track of who's still engaged with your tale and who's drifted off. Consider sending a 'sequel' (a re-engagement email) to those who might have lost their way.