Email is the backbone of B2B marketing and remains one of the most effective channels for engaging customers. Cutting-edge automation software has given marketers the ability to implement different types of emails at different points in the customer journey. These are the different types of email campaigns marketers use at each stage of the funnel and how they drive the customer journey.

Respond at the Top of the Funnel

Engaging those at the very beginning of the customer journey often relies on the customer to signal their interest. This typically occurs via a website visit that results in a conversion. When a new lead signals their interest, it is up to the marketer to quickly respond while they are still thinking about your product. This is accomplished with triggered emails that respond to specific web conversions and are designed to keep the customer engaged. If somebody downloads a piece of content, your automation should be set up to respond with an email providing related content and a call-to-action designed to keep them moving forward through the funnel.

Nurture Leads Who Are Stuck at the Top

Fresh leads at the top of the funnel aren’t always ready to advance to the next stage right away. Driving those stuck leads to the next stages of the funnel often requires a patient, low-pressure type of email campaign. In this situation marketers should use a nurture campaign designed to maintain engagement and eventually drive another conversion from the lead. When a lead is enrolled in a nurture campaign, they should receive an email on a weekly or bi-weekly basis for a set number of weeks. The calls to action in these emails should progress from a low-commitment action, such as reading a blog post, to a higher-commitment action, such as a phone call or demo request. Nurture campaigns allow marketers to maintain one-to-one communication while slowly pushing leads towards the next stage of the journey.

Reach Out to the Middle of the Funnel

Once a prospect moves past the preliminary stages at the top of the funnel, segmented email marketing is ideal for maintaining engagement. Segmented emails allow marketers to reach out to larger distribution lists while still maintaining a level of personalization. This means sending a message about new features to prospects interested in that specific product, or sending an email to prospects in Chicago about an upcoming event you are hosting there. Segmenting your emails allows you to reach out to prospects with highly relevant content and is more likely to drive engagement.

Let Sales Talk to the Bottom of the Funnel

As we reach the more advanced stages in the customer journey, marketing automation should take a step back and communications should become more personal. At this point the prospect is likely talking to somebody on your sales team who will be responsible for the rest of the customer journey. Marketing still has a support role to play and should be providing the sales team with the content necessary to close a deal.

Email can be a powerful tool for marketers to nurture customers and drive them through the various stages of the journey. With the right types of email campaigns in place, you can increase customer engagement and increase the velocity of the journey. Successful campaigns rely on marketers eliciting a conversion from their emails and, as email continues to transform into a mobile channel, these conversions often occur offline via phone call. To optimize for these offline conversions, marketers need call tracking software to attribute calls back to the email campaigns that drove them. To learn more about tracking phone call conversions from your email campaigns, be sure to download The Definitive Guide to Call Tracking for Email Marketing.