How An Electronic mail Advertising and marketing Funnel Works From Prospect To Loyal Buyer

By Sean Tinney March 16, 2023

You may spend hours designing and writing a compelling electronic mail sequence that explains the wonderful advantages of your product.

However for those who don’t have a start-to-finish plan for connecting together with your prospects at each stage of their buyer journey, you’re losing your time.

Fortunately, there’s a advertising and marketing instrument that may assist you determine the best way to talk together with your prospects and clients whether or not they’ve simply joined your checklist, or they’ve been long-time clients.

It’s referred to as the advertising and marketing funnel.

The brand new advertising and marketing funnel

You may be accustomed to the cone-shaped advertising and marketing funnel. This old-school model of the advertising and marketing funnel required you to repeatedly fill the highest of the funnel with as many individuals as attainable since only some folks traveled throughout to advocacy.

However it’s time to throw that old-school advertising and marketing funnel out the window.

The issue with this model of the advertising and marketing funnel is that it tells you advertising and marketing efforts finish on the level of buy. After an individual turns into a paying buyer, your job is finished.

However that’s not an efficient technique to develop your corporation.

As an alternative, we advocate you observe the brand new advertising and marketing funnel that appears extra like a bow tie that’s extensive on the left, slim within the center, and extensive on the fitting.

Your relationship together with your buyer shouldn’t finish on the backside of the cone-shaped advertising and marketing funnel. As an alternative, give attention to buyer retention simply as a lot as you give attention to lead technology.

Why? As a result of pleased clients usually tend to share nice model experiences with their household and associates. These loyal clients grow to be advocates to your model and so they have the ability to drive extra leads for you.

Advertising and marketing to clients after they purchase from you is simply as essential as advertising and marketing to prospects earlier than they purchase from you.

Want proof? The numbers communicate for themselves: 84% of customers will take motion primarily based on suggestions from folks they know.

And there’s a rare upside to emphasizing buyer retention in your advertising and marketing funnel: more cash in your pocket. You will have heard of the Pareto Precept in advertising and marketing, which says that 80% of your income come from simply 20% of your clients. 

So for those who’re not advertising and marketing to your clients, you’re shedding out on large income.  

Let this be your wakeup name. That is your alternative to create a deeper relationship between you and your buyer. Get suggestions from them, and apply it to content material throughout all of the advertising and marketing funnel phases. 

On this put up, we’ll present you the best way to construct a robust electronic mail advertising and marketing funnel.

5 advertising and marketing funnel phases

Now that you simply perceive what the advertising and marketing funnel is, I’ll describe the phases of the advertising and marketing funnel and offer you electronic mail advertising and marketing methods for every stage.

1. Consciousness

Consciousness is the primary of the advertising and marketing funnel phases.  Throughout this stage, prospects which might be strangers to your model and firm. That is your alternative to begin constructing a trusted relationship with them.

It’s your job throughout this stage of the advertising and marketing funnel to reveal your worth to prospects via free, academic content material. They’re not prepared to purchase from you but — as a result of they don’t but perceive what you convey to the desk. 

The right way to use electronic mail within the consciousness stage

Unsure what free content material to ship in your emails? Let’s say you’re a private coach who’s making an attempt to show your prospect into paying clients and also you’re utilizing electronic mail as your fundamental supply of communication. Listed here are some concepts for content material you may embrace in an automatic electronic mail sequence to your prospects:

• Weblog posts about diet or health
• A meals monitoring calendar worksheet
• An e book that explains the well being advantages of being match
• A stay 30-minute exercise webinar

(Listed here are 25 sensible lead magnet concepts to develop your electronic mail checklist proper now.)

Right here’s an instance:

Health influencer Kayla Itsines builds a relationship together with her prospects by exhibiting her experience and demonstrating the worth of her companies by giving her prospects a free week of her Bikini Physique Information exercise program.

When prospects join, they obtain an e book with a full week of exercises to allow them to take a look at this system and see the worth of it for themselves.

2. Consideration

As soon as a prospect strikes previous the attention stage of the advertising and marketing funnel, they enter the consideration stage. Within the consideration stage, a prospect is keen to contemplate buying your companies or merchandise. They’re keen on studying extra about you and what you’ll be able to provide them.

Since extra about your prospect on this advertising and marketing funnel stage than you probably did throughout the consciousness stage, you’ll be able to ship them extra focused content material that addresses their particular ache factors. This helps construct belief between your prospect and your model, since you’re exhibiting them that you simply perceive them. 

The right way to use electronic mail within the consideration stage

So what sort of content material must you ship your prospects throughout the consideration stage? 

Let’s say that you’re a web based diet coach making an attempt to get extra results in think about buying your 8-week diet course. Listed here are a couple of examples of content material you may embrace in your emails:

• A testimonial or case research exhibiting how different clients received success together with your course
• A stay diet webinar
• Your free podcast episodes, the place you speak about most of the rules you train in your course

Right here’s an instance:

On this electronic mail, OptimizeMe features a testimonial from a buyer who noticed nice success after buying the masterclass. The testimonial is acceptable throughout the consideration stage, as a result of it pertains to prospects’ pursuits (diet) and introduces them to the product (8-Week Vitamin Necessities Masterclass) whereas exhibiting the worth of what they’ve to supply.

3. Conversion

It has lastly arrived: choice time. As soon as your prospect is aware of the worth of your product and you’ve got educated them on the product itself via the usage of social proof, webinars, weblog posts, and different academic content material, they’re able to resolve whether or not or to not buy.

When you’ve reached this advertising and marketing funnel stage, you can begin speaking about why your product and repair is healthier than your opponents’ and why it’s good to your prospect. Deal with the advantages of your product/service relatively than simply explaining options.

The right way to use electronic mail within the conversion stage

Listed here are a couple of ways you should use to persuade your prospects to buy:

• Invite prospects to a gross sales webinar the place you present them your product/service and inform them the advantages
• Create an automated electronic mail sequence that describe a unique good thing about your product/service
• Supply a free trial or give away samples in order that prospects can see the advantages for themselves
• Ship prospects an electronic mail that gives a sale or low cost for buying inside a sure timeframe

Right here’s an instance:

By providing reductions and offers through electronic mail, Freshly creates a way of urgency for his or her prospects. If prospects are keen on buying however haven’t but, this electronic mail convinces them that now could be the proper time to take motion.

4. Loyalty

As soon as a prospect turns into a buyer, you could be tempted to pat your self on the again and transfer on to the subsequent prospect. Nonetheless, forgetting about your clients is a foul thought.

Until you may have a plan for growing buyer loyalty, you’ll in all probability lose a lot of your clients, losing a variety of your prior advertising and marketing efforts throughout the earlier advertising and marketing funnel phases.

Keep in mind the Pareto Precept? Repeat clients are too priceless to disregard. So what sort of electronic mail content material will increase loyalty and retention?

The right way to use electronic mail within the loyalty stage

Let’s say you may have a web based espresso retailer. You promote subscriptions to your coffee-of-the-month membership, and also you don’t need your coffee-of-the-month members to lose curiosity and cancel their subscription. Listed here are a couple of concepts for priceless content material you may embrace in your emails to extend retention:

• A month-to-month stay stream to YouTube that describes the coffee-of-the-month and provides espresso brewing greatest practices.
• A survey that asks clients how pleased they’re with the coffees they’re receiving and what other forms of espresso they’d wish to get.
• Instructional content material in regards to the historical past of espresso.
• A 20 % low cost to clients that buy a yearly subscription of your coffee-of-the-month membership.

Right here’s an instance:

To retain their clients and encourage loyalty, Canva sends academic emails to show their clients the best way to use Canva.

 5. Advocacy

Advocacy occurs when your clients grow to be one thing greater than clients: they grow to be followers. 

Bringing clients to this stage of the advertising and marketing funnel is extraordinarily priceless. The simplest advertising and marketing is referral advertising and marketing. That’s when your buddy tells you a sure product is superior, you might be more likely to buy that product since you belief your buddy.

The right way to use electronic mail within the advocacy stage

What are some methods to make use of electronic mail to show your clients into raving followers?

• Establish clients that love you and ship them an electronic mail asking them to refer you to their associates
• Embody a survey in an electronic mail to find out how you may enhance your services or products
• Begin an affiliate or loyalty program the place clients get incentives for referring you
• Have interaction together with your advocates by replying to their emails, posting on social media, providing incentives for writing critiques and taking part in testimonials

You additionally need to gather suggestions throughout this stage. The extra you hearken to your clients, the extra you’ll be able to be taught and enhance your content material so it’s according to their challenges, wants, and desires. Instruments like SurveyMonkey and SurveyGizmo make accumulating suggestions simple. 

Professional tip: Inside AWeber’s platform, you could find survey templates, too. All it’s a must to do is add your individual content material into the templates and ship it to your clients.

Right here’s an instance:

To make their clients really feel particular, Godiva provides reductions to their unique rewards members.

Create your individual electronic mail advertising and marketing funnel

Develop your electronic mail technique with the advertising and marketing funnel in thoughts. Doing so, you’ll convert extra prospects into clients and extra clients into followers, which suggests more cash for your corporation. Yay!

And with a instrument like electronic mail automation, it’s simpler than ever earlier than to maneuver folks via your funnel towards advocacy.

Automation options can help you give every prospect the content material, data, or merchandise they want after they want it most. It personalizes their expertise in any respect areas of the funnel.

And as soon as it’s arrange, you by no means should carry a finger! You’ve successfully arrange an engine that generates passive revenue to gas your ardour.

Begin implementing your electronic mail advertising and marketing funnel in your AWeber account. Don’t have an account but. No downside, signing up is fast and simple.