Business Growth Combo: Email Marketing and Sales Pipelines

Saphyte Team

4 min read

Updated: May 17th, 2022

Email marketing in combination with an automated sales pipeline is an effective way to convert leads into customers fast. In fact, email marketing alone can result in a 4200% ROI ($42 for every $1 spent in email marketing efforts).

What you should know:

Using an automated sales pipeline can reduce or even totally eliminate manual efforts involved in tracking leads and making sales estimates.

Pairing this with an automated email marketing campaign can help your bring in $42 for every $1 spent on email marketing

With software like Saphyte, you can empower your sales team to do more with less

So how can email marketing plus an automated sales pipeline help your business grow?

Before answering this question, let’s define key terms first:

Email marketing– is the technique of using email as part of your marketing strategy to promote your products and services. Email marketing can also be used if a business aims to increase customer retention and build customer loyalty.

Email marketing involves segmenting customers according to stages in a sales pipeline or segmenting them according to their buyer persona. The content of the email may include messages about your new products, discounts, and other services.

Sales pipeline – is the visual representation of a customer journey that illustrates the customers’ movement toward the end goal of making his first purchase of a good or service.

Keeping track of your sales pipeline helps you monitor your number of deals, identify a sales opportunity in all the stages of your pipeline, increase conversion rates, and improve overall lead generation.

Automated sales pipeline –  is a software feature that helps users visualize a lead’s movement through each stage of the lead’s journey in the pipeline. Data-related activities, as well as other tasks such as an automated drip email campaign, can be performed by the software without human intervention.

So how can you grow your business with an automated sales pipeline plus email marketing?

Automating the sales pipeline can reduce or even totally eliminate manual efforts involved in tracking leads and making sales estimates. This allows your sales reps to focus on other important tasks.

Email marketing is known to be effective in converting leads into customers, guiding them from first being aware of your brand into becoming a loyal customer.

This combination works in promoting brand loyalty, encouraging repeat purchases, and reducing customer churn. Overall, this helps improve sales output as well as reduce potential and actual costs related to losing a lead and a customer during his buyer’s journey.

Automated sales pipeline

Softwares such as Saphyte has an automated sales pipeline and an email marketing tool that allows you to send emails automatically.

An automated pipeline can help you keep track of how many deals are left for you to close, how many deals you have successfully closed, how many deals you’ve lost, etc.

With Saphyte’s automated workflow, you can schedule the sending of email or base the automation on certain conditions such as (a new lead, a customer who has recently made a purchase, a first-time customer, etc.).

Tips when sending emails to potential customers

1. Craft an irresistible subject line

Ever read a subject line so punchy you just had to click on it and see what the email is about? The art of creating irresistible subject lines and preview texts requires a lot of creativity – and careful assessment to check whether something is working or not.

Companies like Walmart or Zalora, for example, take this to heart. By writing excellent subject lines, your target readers will have a higher chance of opening your email and actually reading it. This leads to higher chances of sales conversion happening, thus growing your business.

Examples of subject lines:

1 HOUR ONLY for 80% cashback

Get 20% off when you make a purchase now

*insert product that piques customers’ interests* at 40% off

Subject lines have to be designed to trigger customer behavior such as opening an app, making a purchase, or browsing a product or service.

Perform customer segmentation

Not all customers are the same: they will have different needs and preferences. They will also have varying degrees of interaction with you.

Performing customer segmentation will be necessary here, and it will work wonders in the long run. Some customers would love to open an email of yours if it’s about discounts. Others may not fall for the same trap but would love to check new items that they might need. These subtle nuances are difficult to identify and monitor. And often you will need a tool for this.

Check out for these types of leads or customers and what you should do with them:

Someone who keeps on opening your e-mails but made no purchases

If a customer keeps on opening your e-mails but has not made a purchase yet, craft an automated email message that gives them an extra push to buy your product – it can take the form of an extra discount if they buy that day or a freebie you will give them if they buy within 24 hours (see examples above). This will help you close the deal fast and easy.

Someone who has not opened your e-mail for the past 3 months

If someone has not opened your e-mail for a long time, maybe it is time to bid goodbye. Remove that contact from your list and start focusing on the other leads. If a person opens only certain types of e-mails, refine your segmentation strategy and make sure you are only sending relevant content to that person.

Someone who has not clicked on your e-mail’s CTA button

One of the indicators of a successful e-mail marketing campaign is the CTR or click-through rate. This measures how many of your target recipients are clicking on the CTA button of your e-mail. Analyze why they are not clicking through: is it the content? Is it the design? Are they just not interested? Then make decisions from there.

Someone who has not made a second purchase in months

Win back those who have not made another purchase after making one by giving them a special offer they cannot resist. But for you to do this, you need to keep track of those who have made a purchase so you can launch an automated email campaign to motivate them to do another purchase.

Knowing what to do with the right person allows you to adjust and adapt to changing customer preferences. It also allows you to keep your email marketing campaign updated and working. If you launch the appropriate action towards the right customer, it only increases the chances of sales conversion happening which helps your business in the long run.

1. Include interactive content in your email

Capturing the attention of your recipient within the first eight seconds is crucial. With the exposure to millions of information every day, it comes as no surprise that the average customer attention span only lasts until 8 seconds.

To get your recipients’ attention and ensure it will last, make your content interactive. Include the following content:

Infographics

Videos

High-Quality Images

Surveys

Polls

Quizzes

Calculators (such as a cost-calculator, or a calculator that would assess the customers’ personality and what kind of products would fit that personality).

Doing this can help you sustain your readers’ attention until they reach your CTA button. In addition, allow your recipients to give you ratings, give their feedback, or even type in answers in a form to get rewards. This will help you generate leads who will be part of your sales pipeline.

Empower your sales team

Your sales team is going to love you for making their jobs a lot easier. With the Saphyte Ecosystem, they will be able to do more with less.

Want to know more about Saphyte’s features? Contact our support team now.