An email funnel is an automated chain of messages sent out to leads that should guide them towards taking a desired action. While building out an email funnel can seem daunting, the following steps should make it more manageable.
Develop a lead generation form for engaged leads or segmentation strategy for cold email
Lead generation forms require website visitors to fill out a number of fields that help capture information about who a prospect is, what they care about, and most importantly, how to reach them. Connecting lead generation forms to an email sequence helps sales organizations capitalize on engagement in real-time. Conversely, sales representatives can create segmentation strategy in their outbound strategy using similar data points.
Build out a sequence
An email sequence is simply a series of automated emails sent out to leads according to a number of variables, including. Common elements to consider while building an email sequence include the cadence (timing and number of touchpoints), firmographic and demographic information related to the prospect, or if applicable, the initial offer a prospect interacted with to kick start the sequence.
A/B test common variables to improve performance
Email funnels should present different messaging, at different times. But the Key Performance Indicators (KPIs) are all the same: open rates, click-thru rates, and response rates are metrics that clearly indicate the efficacy of an email funnel. However, the timing, messaging, number of touchpoints — and the offer within each touchpoint — are also critical variables sales organizations should consider while measuring the success of their email funnel.