A Simple Strategy to Build Email Marketing Funnels That Convert
Email marketing funnels help you attract, engage, convert, and retain customers. So, let’s learn how you can build a high-performing email marketing funnel.
Businesses all over the world share a universal goal. Sell your goods/services, and then, convert one-time customers into repeat customers. But the goal has a control issue. While you can control your business processes, how your customers act is not in your hands.
That’s where email marketing comes in handy. It can be used to influence consumer action.
With powerful email marketing funnels. So, let’s learn more about them.
What are Email Marketing Funnels?
An email marketing funnel depicts how email workflows convert prospects into loyal customers and brand advocates. Like all marketing funnels, they follow a similar path: from awareness to consideration to conversion. There is one additional stage at the end — retention.
But before you start creating your email marketing funnel, you need to build a solid subscriber list. However, prospects will not provide you their email addresses unless you offer them something worthwhile in return.
High-quality gated content is a good bait. Create valuable content that readers will enjoy and share and ask them to share their contact information in return for the content. This way, you get to earn consumer trust as well as referral addresses.
So, let’s now take a look at the different stages of the email marketing funnel.
1. Top of the Funnel - Awareness Stage
As soon as prospects enter your funnel, introduce your brand to them through welcome emails. From “unaware” to “brand-aware” is how we can describe this stage of the buyer journey.
During this stage, stay away from overly promotional emails.
2. Middle of the Funnel - Consideration Stage
Once the prospects are familiar with your brand, start deepening the relationship. Through emails, educate them about your products/services, all the while keeping the tone non-promotional. Make them “product-aware.”
In emails, embed links to redirect traffic to your website through calls-to-action (CTAs). Offer incentives (like proprietary whitepapers, research, expert tips, etc) to get clicks.
3. Bottom of the Funnel - Conversion Stage
This is the moment of truth. If your emails and website content are compelling, you should be able to convert prospects into customers.
Limited-time deals can act as catalysts as you can leverage the fear of missing out (FOMO) through them. Use exclusive, hyper-personalized offers to encourage first conversions. This is what we meant by “controlling user action.”
4. Retention Stage
Email marketing funnels remain in motion even after prospects become paying customers. After that, they enter the retention stage where you provide them stellar customer service to ensure that they become loyal customers. You can offer loyalty rewards in exchange too. In this way, a one-time effort in building email marketing funnels produces repeated returns.
It sure is.
To know more about how you can leverage email marketing funnels to grow your brand, Read this infographic below.