How can you adapt your pitch email strategy to the sales funnel?

1 Understand the sales funnel

The sales funnel is a model that describes the journey of a prospect from the first contact to the final purchase. It usually consists of four stages: awareness, interest, decision, and action. At each stage, the prospect has different needs, questions, and objections. Your pitch email should address those needs, answer those questions, and overcome those objections. By doing so, you can move the prospect to the next stage and closer to the sale.

2 Segment your prospects

Before you send any pitch email, you need to know who you are talking to and what stage they are at. You can segment your prospects based on various criteria, such as their industry, role, pain points, goals, budget, and behavior. You can use tools like CRM software, email marketing platforms, or analytics tools to collect and analyze data about your prospects. By segmenting your prospects, you can tailor your pitch email to their specific situation and interests.

3 Customize your pitch email

Once you have segmented your prospects, you can customize your pitch email according to the stage they are at. As a general guideline, for those in the awareness stage, your pitch email should focus on educating them about the problem, its consequences, and possible solutions. Introduce yourself and your brand, and establish your credibility and authority to generate curiosity and interest in your offer. For those in the interest stage, highlight your unique value proposition, benefits and features, and competitive advantages. Provide social proof such as testimonials, case studies, or reviews to build trust and desire in your offer. For those in the decision stage, address any doubts or objections they may have and provide a clear and compelling call to action. Create a sense of urgency, scarcity, or exclusivity such as a limited-time offer or bonus to motivate them to take action. Finally for those in the action stage, confirm the action taken by the prospect and thank them. Provide any relevant information or instructions and ask for feedback, referrals, or reviews. Suggest any upsells, cross-sells, or repeat purchases to delight them and nurture the relationship.

4 Test and optimize your pitch email

No matter how well you adapt your pitch email to the sales funnel, you still need to test and optimize it to improve your results. You can use various methods, such as A/B testing, split testing, or multivariate testing, to compare different versions of your pitch email and see which one performs better. You can test different elements, such as the subject line, the opening line, the body copy, the call to action, or the design. You can also use metrics, such as open rate, click-through rate, conversion rate, or revenue, to measure your performance. By testing and optimizing your pitch email, you can increase your efficiency and effectiveness.