Do you have an email marketing list for your brand? If not, now is the time to get started! Email marketing is one of the best ways to get leads ready to convert. Did you know that 99% of email users check their inbox every day? Let’s prove that point right now! Have you checked your email yet today? Chances are you did and will again—maybe after you finish reading this. Most of us check our inboxes multiple times a day (we’re convinced it’s just muscle memory now!).
When you send an email, it goes directly to your subscriber’s inbox. When you make a post on your social media, not all of your followers will see the post. With email, everyone who signed up for your list will get it. That’s the best part about email marketing; you already know whoever is on your list will at least receive your message (with a compelling hook in your subject line to get them to open!). And they’re already in your email marketing funnel.
Wait, what’s an email marketing funnel? This is the path your email list subscribers will take with each email you send, so it’s essential to understand how it works! If you’ve not got a clue what email marketing funnels are or what we’re talking about, this will all make sense shortly! Let’s get into it (the funnel, that is!).
What Are Email Marketing Funnels?
Now for the question of the hour: what are email marketing funnels? An email marketing funnel outlines the journey your potential customer takes from when they first learn about your brand to purchasing (and maybe even becoming a forever fan of your products or services!). There are a few steps in between that take your leads from discovering your brand to becoming loyal customers. It’s essential to have your email marketing campaigns aligned with each stage of the sales funnel.
Here are the five main stages of an email marketing funnel:
Awareness
This is when someone in your target audience becomes aware that your brand exists. When they join your email list as a newbie, it’s important to introduce your brand! Give more details about who you are and what products or services you sell. Help them get fully acquainted with your offerings, values, and mission. Give them an inside look at what to expect from your brand.
Consideration
The next stage is where you’ll hone in on the benefits of using your products or services. Here is a great opportunity to show your expertise in your industry with educational content. These can be helpful tips and tricks related to your brand and what you sell. It provides added value in subscribing to your email list without them having to make a purchase (just yet!).
Conversion
Now it’s time to close the deal! This is where you might offer a discount, free trial, or special offer to give your leads more incentive to try your product or service out. You can use language like “exclusive” for that VIP feeling or “limited” to create a sense of urgency. Make it very simple and clear how to make the purchase with buttons/links that direct them exactly where they need to go.
Loyalty
After making that purchase, you might think the goal has been accomplished—not quite yet! Now, this is the moment where you aim to retain your customers and keep them engaged with your brand. If you’re a product-based business, you can send a thank you confirmation email with other items they might like. If you’re service-based, you can continue to educate them about the service they chose and let them know about other offerings they may be interested in. The idea is to stay at the top of mind and encourage repeat customers and clients for your business!
Advocacy
Happy customers are one of the best assets for your brand. From word of mouth to positive reviews and testimonials, you can count on repeat business and potential new customers when they’re happy. One way to encourage this is by giving an incentive to share your brand with a friend or leave a review. This could be a simple referral discount or a coupon code. You can also encourage those who have used your product or service to give you feedback through surveys. This way, you can continue to have satisfied customers along the way.
How To Create an Email Marketing Funnel
Now it’s time to create a sequence for your funnel; email marketing is most effective when you have a plan that follows each stage!
Here are some tips to get started with your email marketing funnel strategy:
- Start by defining your target audience and create content that resonates with them.
- Grow your email list by using an opt-in form and create a compelling lead magnet to encourage sign-ups (like a freebie or special offer!).
- Find an email marketing platform (such as Mailchimp, Klaviyo, Flodesk, etc.) that will allow you to craft your messages, automate, and streamline the entire process.
- Craft a series of emails that go through each stage of the email marketing funnel.
- Utilize audience segmentation to personalize and tailor messages based on their behavior.
- Take a look at your analytics to check the open rate, click-through rate, etc., and see what’s working and what isn’t. Adjust your email marketing funnel strategy as needed.
This was a quick general overview, but there’s so much more to delve into in the world of email marketing—this is only the beginning!
Unlock the Potential of Email Marketing
Knowing the importance of the email marketing funnel and how it works, are you ready to try it out for your brand? If you need help getting started, our experts at The Written World will captivate your leads and build that loyalty. Learn more about our services, and contact us so we can guide you along the way with your email list strategy!
