B2B Email Campaign Ideas to Drive Engagement

What is an email marketing funnel?

An email marketing funnel is the path a subscriber follows that takes them from a prospective lead to a customer. Much like a traditional sales funnel, subscribers have different needs along the way, all of which should be acknowledged and addressed through email. It’s about understanding what pain point or obstacle subscribers are trying to overcome. The email marketing funnel uses email experiences to nudge them along, ultimately helping them decide that your product or service is the perfect solution.

What are the stages of an email marketing funnel?

The email marketing funnel represents each customer journey stage and doesn’t stop once you’ve earned their business. Retaining customers—and their loyalty—is also an essential part of the email marketing funnel that benefits them and your brand.


This stage of the email marketing funnel is about the introduction. Someone has elected to receive communication from your brand, and it’s your job to start the conversation with a warm welcome. The awareness stage is not the time to bombard them with all of your products and services at once. Think of it as the start of a long relationship. This is the time to get to know each other so you can learn and grow together.

Email communication that works well at the awareness stage of the email marketing funnel includes: 

  • Welcome emails that tell them what to expect and how often
  • Educational and informational emails that let them explore more about your business
  • Emails that tell them more about your company mission and how you add value for customers
  • An opportunity to set preferences for the type of content they are seeking from you and their preferred frequency
  • Interactive emails that let you learn more about their interests through email polling or surveys 


Consideration is still early in the email marketing funnel, but this is your opportunity to start building authority and establish yourself as a thought leader in your industry. Remember, the subscriber is likely still comparing you with your competitors. Give them reasons to continue their journey and trust that you’re able to help them solve their problems.

Email communication that works well at the consideration stage of the email marketing funnel includes: 

  • Emails with consistent touch points centered around educational content such as blogs, ebooks, templates, and case studies
  • Personalized or segmented emails with more information about the topics they have indicated they are interested in
  • Email invites to webinars or events so they can hear more about what your product or service has to offer


The decision and conversion stage of the email marketing funnel is a critical time. Subscribers are on the brink of decision, and your emails are vital for creating confidence in your product and services— and urgency to convert. Your email communication at this stage needs to be personalized and direct to encourage them that now is the time to decide.

Email communication that works well at the consideration stage of the email marketing funnel includes: 

  • Emails with case studies, customer testimonials, or social proof that show the value—and enthusiasm—of your product or service 
  • Emails that contain special offers or promotional codes
  • Pricing details and detailed steps to get started


You have cemented your relationship at this stage of the email customer journey—now it’s time to show your appreciation and retain their business. The loyalty stage is also the opportunity to continue delivering value and create upsell opportunities.

Email communication that works well at the loyalty stage of the email marketing funnel includes: 

  • Onboarding emails to thank them for their business and explain the next steps
  • Emails with product and service information and real-life use examples
  • Exclusive benefits for customers and promotional discounts


Who better to evangelize your business than happy customers? Now that you know more about your customers, sending personalized emails makes them feel valued and encourages them to spread the word about their experience. 

Email communication that works well at the advocacy stage of the email marketing funnel includes: 

  • Emails asking for feedback and following up with how you implemented it
  • Thought leadership newsletters for your product and industry
  • Referral campaigns that reward customers for their help

Keep Prospects and Customers Engaged at All Stages of the Funnel

The email marketing funnel offers an organic way to turn prospects into loyal customers. Taking the time to carefully consider your email marketing communication at each stage of the funnel creates added value, delivering an exceptional and memorable brand experience along the way.