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It is possible to apply the technique of top, middle and bottom of funnel content in an email marketing strategy to nurture leads and achieve the ultimate goal of conversion.
It’s worth remembering that email is a very powerful communication channel. Even when used only for sales, there are many other possibilities to be explored through email marketing campaigns.
In the sales funnel, according to the premise of Inbound Marketing, the buyer’s journey determines whether the audience is getting to know the product, creating a relationship with the brand or reaching the end of the journey, which is closing a sale or achieving a conversion goal.
Due to these differences between the stages, the types of email vary, as each audience is at a different point in their relationship with the brand.
Below are the types of email best suited to each stage. First and foremost, however, it is essential to have a qualified email list.
How to generate leads
Registration forms are used to collect data from people interested in accessing valuable content, such as eBooks, webinars, mentoring and so on.
In this way, the company offers relevant material in exchange for the data of a potential lead.
By providing their names and emails to access the material, the public provides the raw material for building a contact list, through which the company can communicate in the future.
However, lists collected through forms contain many typos, false addresses and other types of invalid emails. According to research, more than 20% of emails entered into registration forms are invalid.
For lead generation to produce good results, it is essential to protect lead capture by checking emails in real time or using double opt-in, ensuring that emails are valid.
Now that we’ve covered the concept of lead generation, we can discuss the most suitable types of email for each stage of the funnel.
Top of the funnel: the first contact
The top of the funnel is where the content will be launched to attract potential customers, i.e. those who are not yet leads will have their first contact with the brand. It’s important to remember that sending emails without the recipient’s permission is considered spam.
To send emails correctly, you need to build a list of qualified contacts. In the world of email marketing, this means generating leads.
Types of email suitable for the top of the funnel
At this point, the focus is on educating the public and arousing their interest. Emails with informative and generic content should be created to draw attention to a problem that the recipient may not be aware of.
Newsletters are effective tools for impressing and stimulating connection, as well as engaging prospects. Engagement can be stimulated by including elements such as eBooks in the newsletter, for example.
If a newsletter has a high click-through rate, this indicates that the audience is engaged and the top-of-funnel strategy is working.At this stage, it is recommended that the product or brand is not mentioned directly. The aim is for the potential lead to feel more connected to the content, increasing the chances of progressing to the next stage of the funnel and becoming a qualified lead.
Types of email for the middle of the funnel
At this stage, the consumer is already a lead and is aware of the brand, having shown an interest in consuming its content. The strategy here is to strengthen this proximity by offering more in-depth content than in the previous stage. Drip campaigns are a good suggestion, consisting of a sequence of 3 or 4 emails.
As the audience at this stage already recognizes that they have a problem to be solved, the emails should include more detailed content about the benefits of the product, without presenting it directly. Materials such as videos, webinars or eBooks are useful for generating not only engagement, but also closeness with the lead.
It’s important to note that the middle of the funnel is not yet the time to present the product or service directly. This phase aims to strengthen the relationship with the lead, qualifying them for the next stage.
Types of email for the bottom of the funnel
At the bottom of the funnel, it is already possible to present the product or service as the solution the lead is looking for.
At this point, the lead is ready to make a purchase decision. However, any misstep could lead to losing this opportunity. During this critical phase, it is crucial to ensure a seamless process. Thus, it is advisable to utilize promotional emails along with the assistance of a sales team.
Humanizing the relationship with the brand is essential for creating a genuine connection with the lead. At the bottom of the funnel, the lead is already aware of their problem and knows that the product on offer can solve it.
For this reason, they will evaluate possible competitors before making a final decision. Emails at this stage should serve as persuasive support to influence the lead to choose the brand in question.
Conclusion
The top of the funnel represents the prospect’s first contact with the company. To capture the public’s attention, newsletters, because they offer space for a greater volume of content, are the most suitable type of email at this stage.
In the middle of the funnel, the audience is already showing interest, and drip campaigns with a short sequence of emails are recommended.
At the bottom of the funnel, the lead is ready to make a purchasing decision, and promotional emails are the most appropriate. In addition, the presence of a sales team is crucial to ensure that the deal closes as expected.
There is no single email marketing formula that works for all companies. Just as each lead is at a different point in the buying journey, companies must consider their needs and objectives to determine the types of email that best meet their priorities.
It’s worth remembering that emails are valuable tools for getting to know leads better, allowing behavioral data to be collected. Evaluating results based on KPIs is fundamental to making continuous improvements to campaigns.
