Email marketing is an often overlooked marketing channel in healthcare businesses. Most businesses focus on lead/ customer acquisition, but once they have those leads, they rarely put time and energy into the follow up.
What is an Email Marketing Funnel?
As Aweber explains: “The marketing funnel is a tool that helps you visualize the buyer journey, or the path a prospect takes as they become familiar with your company, from introduction to conversion (and hopefully beyond).”
In basic terms a funnel is a marketing process that leads people to and through a sales process that includes education, inspiration, brand messaging, sales, upsells and cross sells.
Email Funnel Example
This is an example of a 6 month automated email marketing funnel I developed for one of my clients with an explanation of how it works.
The funnel starts with individual lists for the most utilized services. Being a service based business, new customers are manually added to the appropriate lists. If you drive people mainly through online channels, you can also set up individual streams to funnel people to appropriate areas.
The benefit of having separate lists for customer intake is that you can individualize their experience, which makes them feel special, positioning you for excelling in customer service.
After the initial introductory series, customers are moved to a main list, which they move along over a period of 6+ months. If they receive one of the emails that contains interest options, they can click on a selection of interest and they are automatically moved to either, a major autoresponder or a mini upsell or cross sell series.
The upsells and cross sells provide educational, engaging emails or content to benefit the customers further, persuading them toward purchasing more or different services. After receiving information on their chosen interests, they then move back to the main list where they continue along the path and receive subsequent content, interests, upsells, cross sells and so forth.
Example Email Series
In this mini upsell series, we used content driven emails to educate the customer about selective services to solve their problem. These emails are also customized to the client’s brand goals and values.
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