Building A High-Converting Email Funnel For Your Business

These days, people are always connected. Having that little device in the pocket opens up a whole world of possibilities when it comes to communication. However, there is no telling which platforms a person is using, whether social media or messaging apps. One constant that is almost guaranteed though is email.

For businesses, email is one of the best ways to communicate with customers. Not only is it an almost universal means of communication, it is also surprisingly effective when done right. So that begs the question – how can you best utilise emails for conversions? That would be through the use of email funnels.

 

What Is An Email Funnel?

I assume we all know what a funnel is. When it comes to marketing however, funnels refer to a way of categorising potential customers based on their standing with your brand. Usually, the opening of the funnel, and therefore the largest segment of the audience, represents the awareness stage. Below that, as the funnel tapers, you find the discovery and purchase stages.

Essentially, as customers move down the funnel, they are progressing through the purchase journey, going from initial interactions (looking through your site and products) to making their purchase. The arrangement is generally the same and follows the same basic order.

Email funnels are no different, other than being used to better understand customers coming in through email marketing campaigns. These begin with someone opting in to receiving emails, whether for a newsletter or otherwise. From there, you use your email marketing skills to eventually lead the user to making a purchase with your brand.

 

What Is The Main Purpose Of An Email Funnel?

As mentioned, email is amongst the most effective communication channels between brand and customer. In some ways, it even surpasses that of social media. Average order value is actually higher through email than social media channels. With this knowledge, it makes sense that you would want to optimise the use of email in your marketing strategy, which an email funnel is helping you to achieve.

One main way it does this is by informing you more about where your customer is on their purchase journey, allowing you to better visualise where your subscribers are in the process. From there, you can work on creating emails targeting their needs based on that.

A large part of email marketing is building a relationship between your brand and your subscribers, you need to focus on this. This is done by nurturing the relationship. The way you go about nurturing them is dependent on what exactly they signed up and consented to.

If they opted to receive weekly newsletters, then send them that. The nurturing happens by sending well-crafted, authority-building content. Over the course of several emails, they will start to associate these traits with your brand.

Education is another important element of the email marketing funnel. You need to inform the reader about your brand, what exactly you offer and the solutions it provides. Think about the problems they may be facing and show how your product enables them to overcome that.

All in all, the purpose of your emails, as with any other marketing channel, it is to sell. Just like a landing page, you need to incorporate engaging calls to actions throughout your emails as a way to nudge them towards making a purchase with your brand.

This is all made so much easier when you incorporate an email funnel into your strategy.

Why You Need An Email Marketing Funnel

It’s possible that you have already been sending out emails to your list of contacts with some sort of strategy in place. While that is a good starting point, it is likely not the most efficient way to operate. In fact, it may just be money down the drain.

The point of using the funnel is that it allows you to optimise and personalise the content for each subscriber. With the data you collect, you should have an idea of where they are in the funnel.

It is possible to keep track of the opens, clicks and even the interactions subscribers make when on your website to see what works and what needs improving, but more on that later. Just know that an email funnel, when paired with data, is such a useful tool.

 

What An Effective Email Funnel Can Do

Emails have quite a bad reputation. The amount of spam and irrelevant content people receive is surprising – and they are certainly not going to result in a conversion. Due to this, you need to think carefully about your email strategy to avoid that dreaded spam folder.

There is one main thing to ask yourself when creating an email to send out: does it provide value in any way, or is it a bit obnoxious?

The reason someone signs up in the first place is because they feel that they will be getting something useful in return. Maybe they were interested in your brand or one of your products, and so wanted to receive informative emails to learn more.

The point is, with the help of an email funnel, you can be confident that you are providing something relevant, and therefore valuable to the subscriber. Done effectively, you will be turning more subscribers into paying customers.

 

Email Automation Tools

Even a mildly popular brand could see their subscriber base reach into the thousands. If you have so many, how is it remotely possible to personalise your communications with them? That is where email automation tools come into the picture.

As the name suggests, email automation tools allow you to automate a lot of the email marketing process. This, of course, includes personalisation, where you can put the names of each individual user in the email.

However, another added benefit is the ability to tag contacts based on the actions they take (or don’t take), based on which type of lead magnet they opt in to. This allows for even deeper personalisation opportunities. If they left an item in their cart, for example, you can automatically send reminders to that user to push them to complete the purchase.

Personalisation greatly improves the performance of emails. In fact, 91% of consumers are more likely to shop with brands who personalise the experience. It makes sense really, if you see your name in the title, it is much more likely to grab your attention. Likewise, it can also be tailored to your interests or actions like in the example above, making it more relevant.

These platforms are all but essential for a successful email marketing campaign.

How To Do It

With this in mind, you will need to start out by finding a suitable email marketing platform to use. There are many different options available, so it is a case of finding one that works best for you and provides the best features.

After that, you can start working on your lead generation form. Setting this up can take some time, and you will likely be making minor tweaks as you put it into practice. Once the form is ready, you will need to build a sequence of emails to send out that complement this form.

As you probably guessed a sequence is just a group of related emails that you create and send out at regular or semi-regular intervals. They can also be sent out based on certain actions that the user makes. Either way, this will form the core of the email marketing campaign.

Once that is done, you will then connect the lead generation form to the sequence. This will then lead to a landing page or website, where the form should also be embedded to complete the campaign.

 

Keep Monitoring

Emails should not be stagnant. Most, if not all, email platforms provide a rich amount of data, insights and analysis of the performance of each email you send. Armed with this knowledge, you can then work on improving things to increase the effectiveness of your email marketing.

If something is not working, or you think it could work better, then try changing things up. A/B testing is a common practice in email marketing as it is a great way to optimise the content you send out, aided by all the insights you receive.

Remember, conversions are the ultimate goal, and email opens and click through rates allow for that to happen. It is a case of balancing these numbers to ultimately boost the number of conversions you get through your emails.

 

Work On An Email Funnel For Your Business

Email funnels are surprisingly simple and effective, if you know how to use them. Things are made easier with the wide range of email automation tools that are available too, which allow you to offer highly-personalised and relevant email content to your subscribers.

However, creating that email funnel and getting your new email marketing strategy up and running around it can be a challenge. We are here to help.

Our team of email marketing experts know some of the best ways to incorporate email marketing into your campaign, setting you up for success. Don’t leave it too late – start building a high-converting email funnel for your business today. Reach out to TekDef and we’ll get the ball rolling.

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