Industry specialists universally agree that email marketing is one of, if not the most, productive and cost-effective marketing channels. At the click of a button, you’re able to reach a massive amount of potential customers while drastically improving your conversion rate.
A great email sales funnel can assist you with generating new leads, converting prospects into buyers and turning customers into loyal fans. Here’s how to optimize your email strategy and establish a high-converting sales funnel.
1. Examine The Customer Journey
Clarity is key to a successful email funnel. You should have an accurate idea of how your typical customers progress through the sales process.
More than half of the leads that are added to your email list won’t be ready to make a purchase. Extra effort is required to convert these individuals in a slow-burning process that will only take effect after an extended period of time. This is why clarity is so important. A solid funnel that can effectively predict and exploit customer behaviour is much more likely to convert.
Clear and concise marketing automation will keep your costs down, as you’ll be converting already acquired leads instead of letting them go to waste. This is the whole idea behind the process. By sending emails based on the average customer’s journey, you’ll eventually send them something of value that piques their interest and keeps your brand in the active conversation.
2. Create Your Welcome Emails
Your email funnel needs to begin with the right intentions. Building the foundations for your future relationship as well as keeping your subscribers interested should be the main focus of your marketing strategy. Unsubscribes could mean a loss of business!
Here are examples of what your initial series of emails should look like:
- 1st Email
Informs your new subscribers about your company, as well as the type of content they’ll be receiving from you with a basic timeframe.
- 2nd Email
Describes aspects of your own success with context about when and where your brand and ideas came from.
- 3rd Email
Provides further context about your brand philosophies, aiming to form a more personal bond with your subscribers.
- 4th – 5th Email
Grab your subscribers’ attention with content that’s informative, worthwhile and valuable. Getting these emails right is crucial!
- 6th – 7th Email
Pain points! Discuss the challenges your subscribers might face by touching on a series of pain points alongside how your product can alleviate them.
3. Create Your Lead Magnets
Lead magnets are simple to create thanks to the wide variety of options that would incentivise a potential subscriber to sign up or be introduced to your sales funnel.
Lead magnets help break down that wall of mistrust that ultimately affects all new visitors to an unfamiliar website, as there’s nothing more appealing than receiving something valuable for free.
However, what must constantly be remembered is that our own information and data is something intensely valuable nowadays, and people won’t willingly give up that information without a very good reason to do so.
You could look at providing them with free PDFs, eBooks, podcasts, webinars, exclusive offers and much more. There are no limits to what you can offer!
Conduct a thorough audit of your current customer demographic to gain an insight into what they find valuable. This information will help you to settle on an effective lead magnet.
4. Build Relations With New Customers
Connecting and building a relationship with your new customers is business 101. A funnel is incomplete if it ends on a purchase; sure, making a sale is great, but retaining your new customer as part of your on-going sales funnel is crucial to business longevity and positive social proof.
After making a sale, you should have the necessary content ready for your automated emails. The content of these emails should aim to strengthen and maintain a positive relationship, ensuring that they’re content with all stages of service – continuing into post-sale service.
Connecting with your new customers will help to reduce the number of refunds by improving customer relations. A good experience can go a long way, and you can be sure that they won’t hesitate to become repeat customers in the future if the experience was a good one, which will keep your email open rates high.
5. Connect to Potential Customers
Your potential customers are individuals who are yet to make a purchase, but the interest is there – making them your number one target audience! You can categorise these individuals as hesitant, browsing a variety of options or simply forgetful.
If you notice a large number of people who have selected items for their basket during a promotion but haven’t progressed through the funnel, it’s time to act!
These individuals can be characterised as low hanging fruit; whereby, they simply need a nudge and they’re yours. You essentially have nothing to lose and everything to gain by connecting with them, if not, you’ll fail to capitalise on a potential conversion opportunity!
Start today by either creating your new email-marketing funnel or make adjustments to your current one. Devising a number of email marketing strategies is great, as long as you maintain a focus on a high-converting funnel for your email sequence.