Funnels

Developing Your Email Marketing Funnel

Purpose – Creating your Marketing Funnel. Why it’s important

  • It’s key for you to build a specific email Marketing Funnel aimed at realizing your goals.

  • This page will walk you through the three categories of Marketing Funnels and the when and how to use them.

Table of Contents

  • Email Marketing Funnel categories

  • Email funnels

  • Developing an email funnel – five considerations

    • Setting up the timing

    • Offer

    • Subject line

    • Design and Messages

    • Follow-up

  • Five main steps in an email marketing funnel

  • Summary of the steps for each of the types of email Marketing Funnels

    • Email funnels for acquiring

    • Email funnels for nurturing

    • Email funnels for conversion

    • Email funnels for re-nurturing

  • Improving your email conversions

  • Recommendations for you

Email Marketing Funnel categories

  • Have one of three purposes:

    • Acquire

    • Nurture

    • Convert

Email funnels

  • An automated sequence of messages created for the purpose of moving prospects through the steps to a call to action reflecting your goals.

  • Categories for email funnels:

    • Acquisition email Funnels:

      • A simple-basic lead magnet opt-in (checklist, cheat sheet, template)

      • Contest or giveaway.

      • Content upgrade.

    • Nurturing email funnels:

      • A more extensive lead magnet opt-in (ebook, mini course, guide).

      • Webinar.

      • New product launch.

    • Conversions email funnels – leading to sales:

      • Product/service demonstration or free trial.

      • Coaching or consulting free call.

      • Upsells after purchase.

Developing an email funnel – five considerations

  • Setting up the timing

    • Timing is important to consider on when people receive your message.

    • Email marketing funnels contain a set of sequential messages sent out at specific times.

    • This timing is set up in the automation feature of your email marketing tool.

    • Most of the email recipients will act on a message within 24 hours.

    • The timing recommendation would be to automatically send messages at two day intervals.

      • Depends on your goal and how complex your offer is.

      • Your send out interval may be more frequent or extended.

      • Usually it is opportune to extend the interval of days between messages when you reach the sequence’s third message.

      • Find the right balance for you.

    • You may want to consider the time of day to send messages. There are several theories about the right time of day to send the message.

      • Consider the time zone differences.

  • Offer

    • Find out if your audience has a common pain point they want to get relieve from or a want.

      • There may be several pain points or wants identified.

      • In that case, your opportunity is to send several email message sets.

        • Each set hits on a different pain point ot want.

    • Query Google, online forums, question sites (Quora.com), and even your competitors content.

      • It’s very important to personalize your content to a prospect’s need or want.

      • The opportunity lays with matching the offer to the audience.

        • It depends on where they are in the buyer journey.

        • It’s where you want to move them to in your marketing funnel.

        • But keep in mind, the top priority is the prospect’s problem solution or want.

  • Subject line

    • The most important part of the message is the subject line.

    • You want it to be short enough to fully display in the email inbox.

      • In fact, you want it to be short enough to add some preview text.

      • Keep your subject line under 50 characters.

      • Can you address the prospect’s pain point and solution?

  • Design and Messages

    • You want your message content to match the subject line expectations.

    • Optimize the message for all devices

    • What seems to work best are short messages (except for complex products).

    • Tell the recipient exactly what they will get when they click for the conversion.

    • Explain the benefits they’ll enjoy having.

    • Identify your email address so the recipient can send a reply.

    • Include your name in the messages along with a signature. Adds to trust.

    • Segment your list (Ref. Segment Page). Then write copy aimed at the segmented niches.

      • Have personalization and use dynamic content.

      • Epsilon’s “Q1 2016 Email Trends and Benchmarks” reports personalized email messages can have a 241 percent increase in clicks.

  • Follow-up

    • Continue to nurture and engage your audiences with email campaigns after the initial automated sequence is completed.

      • Even if the sequence ended in a sale.

    • Continue with your newsletter.

    • And then there is remarketing. A new engagement email funnel to consider.

  • Five main steps in an email marketing funnel

    • Provide awareness to the recipients on the action to be taken.

    • Describe the offer to the recipients and its benefits.

    • Provide proof that the recipient’s problem(s) will be solved or the “wants” satisfied.

    • Have additional help and resources related to the offer available.

    • Follow up to make sure the product met its objectives and goals.

    In addition

    • Include some flexibility in using these steps or in adding additional steps.

      • There may be holes in your email funnels. Seal them up with a different set of messages.

Summary of the steps for each of the types of email Marketing Funnels

  • Email funnels for acquiring

    • Purpose of an Acquisition Funnel is to attract leads to add to your subscriber list for marketing your product or service.

    • The lead magnet opt-in funnel is the most effective type for acquisition.

    • It’s triggered when a person submits your opt-in form requesting access for the lead magnet.

    • An example of a two week lead magnet email conversion funnel is shown on the Example Page of this website.

    • If you want, you can include some salesy language in the final message.

      • In the lead magnet, mention your product or service is applicable to relieving the pain point problem or satisfying the want.

      • Just be careful not to include any irrelevant sales material.

      • Aim at what the prospect desires.

  • Email funnels for nurturing

    • Purpose of a Nurturing Funnel is to keep the inquiring, searching prospect in your overall marketing funnel. The process includes the activity to move the prospect to a sale through a sequential set of messages.

    • Nurturing funnels can be designed for other types of conversions as well.

    • The Example page of this website shows the sequence of steps in a nurturing funnel offering a free dinner with the social benefits for the service.

      • Steps include an explanation of the service and its benefits.

      • Includes a call to action in your message.

      • Provides proof on the service effectiveness with testimonials.

      • Includes a sneak peek into what the service features.

    • Once the prospect signs up for the service, an autoresponder message is sent for a confirmation, including special instructions, and a source to answer any questions.

  • Email funnels for conversion (selling)

    • Purpose of a Conversion Funnel is to motivate recipients to purchase the product or service.

    • An example of a message sequence for the Conversion Funnel is on the Example page of this website.

      • You can modify the number of steps in the funnel depending on your goals or the product/service complexity.

      • You may want to introduce a discount for the product/service.

      • Be careful, don’t be too quick to offer a discount.

      • Maybe try to find the reason why the prospect is not buying.

      • Then offer a demo or a trial period.

  • Email funnels for re-nurturing

    • Three separate purposes of a Re-nurturing Funnel:

      • Build a relationship with the buyer that could lead to word-of-mouth marketing, brand loyalty, and future sales.

      • Re-nurture people who fell out of your email marketing funnel.

      • Nurture buyers for an upsell or to purchase a related product/service (Amazon is an example). It’s Re-Marketing.

    • Re-nurturing funnels should be part of your regular nurturing conversion funnels.

    • Can also work a re-engagement funnel asking recipients to take an action to remain on your email list.

      • Action can be to click a link to stay subscribed, download a piece of content, or take a survey.

      • You will want to remove dormant subscribers from your list.

Improving your email conversions

  • Three ways to improve your email conversions.

    • Track your conversion rates. Analyze the data. Test improvements.

    • Check the quality of you lead magnets. Especially the subject title.

    • Segment your audience to deliver highly targeted, personalized content.

Recommendations for you

  • Select your Email Service Provider (ESP).

  • Review the tutorials from your ESP on how to create your desired funnel.

  • Create the opt-in form to gain the responder’s email address to add to your elist.

  • Once you have your elist, you can build your email automation sequence.

  • If you’re starting from scratch to build your elist, don’t feel overwhelmed. It takes planning, time, and using the right tools. Your ESP will help you.

    • The ultimate reward is great.

    • Email Marketing is a Low-Cost-to-Ownership project.

    • As time goes on, you’ll find you will be creating new and better funnels, adapting to new situations, and continually be increasing your conversions. Nice.


Questions? Do you need help with Marketing Funnels?

Call Paul at 585 703-0646.

Or email psheiler@centurylink.net