Email marketing funnels play a key role in influencing leads in all stages of the buyer journey.
Using well-crafted email workflows, you can generate leads, nurture them into paying customers, and then convert them into loyal, repeat customers and brand advocates.
Impressive, right?
It is. However, you need to follow a strategic plan if you want to produce email marketing funnels that actually produce results. Let’s take a closer look.
Build Email Marketing Funnels in 6 Steps
To efficiently move leads down the marketing funnel using emails, here are the steps that you need to follow:
1. Pick a Robust Email Marketing Platform
To simplify and automate your email workflows, email marketing platforms can come in handy.
Your ideal email marketing tool should have:
- Effective automation
- Email sequence builders
2. Build Your Subscriber List
Create email sign-up forms to capture the email addresses of your website visitors. There are many ways of doing this, including:
- Gated premium content
- Feature/Service updates
Want a pro tip?
Keep the sign-up form short and to-the-point. Ask for essential contact information only.
3. Welcome New Subscribers
Start building a relationship with subscribers by sending them personalized welcome emails. Follow them up with emails introducing your company and services.
Always include clear and compelling calls-to-action (CTAs) in your emails to drive the desired action. By tracking email opens and clicks, you can gauge the engagement level of each subscriber and tailor your successive emails accordingly.
4. Send Educational Emails
Nurture your leads by sending them engaging and informative content that is tailored to match their needs.
Link email CTAs to your website pages. When readers click on the links, they are redirected to your website.
5. Encourage Contacts to Convert
Now that you are on the radar of your potential customers, it’s time to convert them.
To encourage first conversions, provide incentives such as relevant offers and resources. That should help kickstart buyer journeys effectively.
6. Retain Customers
To increase customer lifetime value (CLV), try to convert one-time customers into repeat customers and brand advocates. You can offer to enroll them in your loyalty program (if you have one) or ask them for referrals.
Wrapping Up
Like a well-oiled machine, a powerful email marketing funnel keeps generating new leads and converting old leads into customers.
To learn more about this six-step process, read below this infographic.
