Think about how a user looks for a product online.
They start their search on Google, which brings them a list of pages with possible solutions. The customer clicks on a link that directs them to your site.
They like your product once on the page, and after adding it to their cart, complete the purchase.
They’ve made a purchase.
To connect with them, maybe you send them an automated chain of messages with new products and educational content to keep them engaged.
That’s pretty much the template, right?
But it’s not ideal.
Sometimes, the customer may drop off before they finish making a purchase.
It’s why you need an email marketing funnel.
With it, you can nurture customer relationships and boost loyalty. It helps you educate potential buyers on your product and benefits while nudging them towards conversion.
But how do you create successful email marketing funnels?
The following is a four-step process:
1. Pick an Email Marketing Platform
Before you pick out an email marketing platform, consider your requirements as well as the platform’s functionality.
Some of the factors that you need to take into consideration include:
- Email templates offered
- Opt-in or sign-up forms
2. Create Lead Magnets
Once you’ve chosen a platform, create opt-in forms or landing pages with lead magnets that help you generate quality leads.
These lead magnets should hook the reader and get them interested in your product or brand..
They can be in the form of courses, free content, webinars, product offers, ads, ebooks, newsletters, etc.
3. Focus on Lead Nurturing
After you generate leads, the next step is to focus on nurturing these leads. Not sure how? Here are some ways you can nurture your leads:
- Send emails that create interest in your products
- Send downloadable educational resources
- Offer valuable content that positions you as a thought leader
- Send product demos
- Share customer testimonials for social proof
4. Work on Conversion and Retention
At this stage, your qualified leads know about your products and are ready to make a purchase. All they need to make a purchase is some persuasion.
To persuade them to take action, your next series of emails should focus on getting them to take action and boosting loyalty.
Here are some strategies that you can use:
- Include powerful calls-to-actions
- Send content that points out your uniqueness
- Offer them discounts
- Create urgency
- Send abandoned cart emails
For a more comprehensive look at building email marketing funnels that convert, check out the infographic below.