How To Use Sales Funnels In Email Marketing?
We have compiled this list of how to use a sales funnel in email marketing. Not only is email marketing your best marketing tool, when combining it with a sales funnel will give you greater results and better analytics.
Acquiring More Business:
Every business fantasizes about acquiring more customers every day and keeping them around for as long as possible.
But why not every business is living this fantasy? Sometimes customers are like babies. They lose interest or get lost in the process.
An email marketing sales funnel works as a rail track. It helps you get your potential customers smoothly from point A to point B without worrying about them getting lost.
There are steps for you to take to influence your potential consumers and direct them toward your conversion goal.
A marketing funnel is a set of steps a visitor needs to go through to become a customer. It is a system designed to attract and convert customers to your business.
Think about buying something online. There are a few steps that you have to go through before you can purchase a product.
Here’s an example:
- Search on Google
- Visit a website
- Find the product you’re interested in
- Add the product to cart.
- Place the order
An email marketing funnel is a sequence of emails sent on a predefined schedule to leads for converting them into customers.
Why does email marketing have a funnel?
Let’s dig into recent email stats published by Oberlo to understand the importance of email marketing.
- Total number of users: 3.7 billion
- First online “check” of the day: 58%
- Use this channel at least daily: 91%
- Users check here for a deal from a company they know: 44%
- Users who made a purchase as the result of a marketing message from this channel: 66%
- ROI: 3800%, for every 1$ spent, expect an average of 38$ in return.
All these stats make a good case for how important email marketing is. Still, keep in mind it varies from industry to another.
Once you track your email performance, you can make the right optimization and tweak your email campaign for better performance.
Better email marketing performance equals higher revenue.
If you rely on email marketing only as a tool that allows you to send bulk deals to your prospects, you’re not shooting for the stars.
To run successful email marketing strategies, automate and personalize your email campaigns. Reaching out to the right contact, at the right time with the appropriate content.
Two ways to capture leads for your email marketing funnels
While the number of sources can drive website traffics, there are typically two ways leads are captured for your funnel. Each format can be easily implemented into your own email marketing strategy.
If you’ve poked around our blog before, you’ve probably heard us talk about opt-in forms, also referred to as lead capture forms. When you see a “first name” and “email address” field with a submit button, you’ve come across an opt-in form.
Opt-in forms are a fantastic way to lead traffic to your marketing funnels because you can embed them just about anywhere on your website. They can be sprinkled throughout your blog posts, placed on your Home page above-the-fold, or even at the end of your About page.
You can also create different opt-in copy for each lead capture form. This helps you test what copy and position perform the best. ConvertKit automatically calculates these conversion rate stats so you can quickly determine what elements are clear winners.
Lastly, you may have current email subscribers who are interested in your email funnel. Although they are already on your email list, you have the opportunity to send them tailored content through the funnel.
This increases your chances of converting audience members who have already bought into your brand and trust you, helping you increase the customer’s lifetime value. You can do this simply by adding a link for interested subscribers to click on with an automated Link Trigger in ConvertKit, tagging them for your marketing funnel. Easy, right?
Think of landing pages as opt-in forms on steroids. Instead of embedding a small opt-in form onto your website, you can create a dedicated landing page (also sometimes referred to as a sales page) that leads to your email marketing funnel. You’ll have room there to include additional copy and a preview of your offer.
How do you choose your landing page offering? There are multiple pieces of content you can choose from, but we highly recommend creating an email course because it naturally educates your audience before leading to your pitch. Other options include eBooks, digital workbooks, printables, and more.
It’s important to keep ONE call-to-action for each landing page you create to increase your conversion rate. Since your email funnel is your number one priority here, your call-to-action is already chosen for you.
Landing pages are also a great place to highlight the benefits of your product without having to mention the actual product. Again, we want to focus on the call-to-action of signing up for your email funnel, not selling the product quite yet.
For example, if you were creating a marketing funnel to sell calligraphy workshop tickets, you could create an email challenge called “Better Handlettering in 5 Days”. The benefits shared by your email challenge and calligraphy workshop might be an improvement in your handwriting for future projects and creating art without the distraction of technology.
By using the same benefits of the email challenge and product, you’re able to tailor your landing page to attract more of your ideal buyers or clients. Once the visitor is on your email list, you’ll be able to nurture them throughout your email funnel.
What’s an Email Marketing Funnel?
You may have heard of the term email sales funnel before. Or maybe you’ve heard it called one of its many other names:
- Email sequence
- Nurture sequence
- Automated email follow-up
- Follow-up sequence
Lots of different labels, but really, they all describe the same thing.
So the question is, what is the definition of an email sales funnel?
An email sales funnel is a series of emails with the goals of:
- Nurturing a relationship with an email subscriber.
- Educating a potential customer on the benefits of a service or product (or about the problem you help solve).
- Nudging them to make a purchase decision.
If you need assistance in adding a funnel to your email campaign or have any questions about this article, call hughesagency.ca today.
hughesagency.ca has compiled this article, and all reference links are listed below.