The article emphasizes the importance of effective email marketing automation by starting with a well-structured plan that includes understanding marketing funnels and customer journeys. It suggests beginning with a traditional B2B marketing funnel, using it as a framework to drive the content and messaging of email campaigns. The piece also encourages marketers to consider common actions within customer journeys to optimize conversions, while keeping in mind that there's no one-size-fits-all approach. The ultimate goal is to improve lead generation, revenue, or conversions through strategic automations.
Instead of the usual inverted pyramid, our plan has the funnel stages from left to right at the top of the diagram.
These stages help us define the journey as we build the blueprint. When it's time to implement, the marketing funnel stage will also influence each email series's message map and content.
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