Building High Converting Email Funnels from Scratch
Email marketing is a powerful tool for businesses to generate leads, nurture relationships, and drive conversions. One effective approach to maximize the potential of email marketing is by building high converting email funnels from scratch. In this article, we will explore what an email funnel is, why it is important for your business, and the steps to create and optimize your email funnel for high conversions.
Email marketing funnels represent one of the most effective tactics for converting website visitors into leads and loyal customers. However, building out robust multi-stage email sequences requires strategic planning and execution.
In this comprehensive guide, we’ll explore proven tips for structuring effective funnels, writing compelling emails, segmenting your lists, automating workflows, integrating with your site, analyzing metrics, and continually optimizing your email sequences for maximum conversions.
Let’s get started deploying targeted email funnels that captivate subscribers and skyrocket sales.
Structuring Effective Email Funnels
The foundation is planning logical email sequences that progressively move subscribers toward defined goals. Ideal funnels:
Start with opt-in offer
Offer an irresistible lead magnet like a discount, ebook, toolkit or course in exchange for the email address to initiate the sequence and provide immediate value.
Build rapport
Humanize early emails with introductions, sharing your brand story and establishing your expertise so readers trust later promotional content.
Provide helpful education
Offer practical tips, insights and education relevant to readers rather than only promotional messaging to build relationships and demonstrate value.
Sequence logically
Each email should build naturally on previous content and offer clear next steps toward core conversions. Map subscriber journeys.
Limit sequence length
Keep automation sequences concise under 5-10 emails total so subscribers reach your final conversion goal before tuning out. Avoid dragging on.
Transition to promotions
Once initial education and value sharing builds trust, gradually incorporate promotional offers and calls to direct action to convert subscribers into customers.
Close with clear options
End sequences with clear subscription, purchase or contact options so users know how to continue engaging after the initial automated path concludes.
Email sequences succeeding at conversions both establish credibility then progressively advance subscribers to promotional offers while outlining clear final paths forward upon sequence completion.
Crafting Engaging Email Copy
Email copy must instantly capture attention while being informative and personable. Effective copy:
Delivers on promises
Ensure content fulfills value promised in subject lines. Align subjects with actual content rather than overpromising to build reader trust over time.
Grabs attention upfront
Lead with intriguing questions, compelling stats, personalization or other hooks readers care about to capture attention above the fold before interest wanes.
Educates and entertains
Share interesting stories, practical advice and education not just sales pitches so readers look forward to your emails for more than promotions. Useful content builds loyalty.
Speaks conversationally
Use casual language, contractions and an upbeat first-person tone for enjoyable reading rather than overly stuffy marketing lingo.
Gets to the point
Succinctly summarize key email takeaways upfront through bold text, bullet points and clear formatting for easy skimming by busy readers.
Closes with clear CTA
End each email with a prominent, clickable call to action button or link so next steps are obvious. Vague endings waste opportunities.
Links to relevant resources
Embed links to related articles, product pages, demos, contact pages and other helpful supplemental resources so readers can seamlessly dive deeper.
Emails succeeding in crowded inboxes balance engaging content, concise formatting, conversational style and prominent calls to action to provide value while advancing subscribers to conversions.
Segmenting Your Email Lists
Segmenting email lists allows sending tailored content that resonates at scale. Ways to split audiences include:
Interest groups
Group subscribers choosing topics of interest like “yoga”, “investing” or “cooking” to align email content.
Demographics
Send certain emails exclusively to lists segmented by age, gender, location or other demographic data. Personalize messaging.
Buyer stages
Tag customer lists into buckets like “Prospects”, “Leads” and “Customers” for stage-specific email paths.
Engagement levels
Segment highly engaged users who open most emails separately from passive subscribers at risk of unsubscribing for differentiated nurturing.
Lead source
Tag subscribers signing up from certain campaigns or referring sites to attribute future conversions back to those sources.
Technical users
Sync email lists with your product database to identify technical experience levels and usage behaviors for tailored instructional content.
Purchase history
Segment buyers who purchased certain products or bundles for targeted upsell and cross-sell promotions.
Fine-tuned segmentation ensures you send precisely timed messages personalized through names, content and offers resulting in exponentially higher conversions.
Automating Workflows
Automating repetitive email tasks saves enormous time while increasing consistency. Automate:
Welcome sequences
Launch preset welcome series immediately when new subscribers join to start relationships strong.
Date-based triggering
Schedule follow ups like weekly digests, monthly promos or quarterly updates to deploy consistently on time-based triggers.
Event-based flows
Send instant email confirmations upon purchases, downloads, signups or other actions to capitalize on engagement.
Segment management
Route subscribers to segmented paths automatically based on attributes like interests, lead scores or past purchases declared upon signup or through ongoing behaviors.
Re-engagement
Trigger win back email campaigns automatically if subscribers are inactive for certain periods to reactivate them.
Workload balancing
Route sequences to different team members evenly based on current workload to prevent overwhelming any single person.
List hygiene
Automate adding recent quality leads from ads, promotions or integrations so subscriber quality remains consistently high over time.
Automation frees time spent on repetitive tasks to focus energy on high value strategy, analytics, personalization and creativity rather than manual busywork.
Integrating Email With Your Website Experience
Syncing email subscribers with your website experience optimizes engagement:
Popup signup forms
Launch popups offering lead magnets for joining email lists to rapidly grow subscribers from site traffic.
Sticky bars
Prominently display signup/download offers through fixed bars on site to convert engaged visitors leaving pages into subscribers.
Contact form integrations
Instantly add contact form submissions to email lists through connected CRMs like Mailchimp.
Ecommerce integrations
Add shoppers who complete purchases to segmented lists through integrations with ecommerce platforms like Shopify.
Click trigger popups
When a visitor clicks a gated resource, instantly popup the email capture form needed to access it rather than waiting until afterward.
Floating email bars
Always display a fixed bar with email signup forms and opt-in offers prominently on screen as visitors scroll to encourage list-building.
The tighter the integration between subscribe forms, email systems and your website experience, the more seamlessly you convert high quality visitors into accessible subscriber segments.
Optimizing Landing Pages
Dedicated landing pages optimize converting email clicks into subscribers and leads. Effective pages:
Lead with the offer
Immediately display the lead magnet, discount or content asset the reader will receive in exchange for their email front and center.
Minimize fields
Only require essential information like email and name rather than additional demographics to reduce signup friction and abandonment. Optional info can come later.
Limit distractions
Avoid links, ads or unnecessary text on landing pages that may distract visitors from the core conversion goal of capturing their email.
Use urgency cues
Note scarcity or expiring countdown clocks to convey urgency prompting email capture before the visitor loses access to the gated offer.
Include trust indicators
Display logos, testimonials, security badges and other elements that establish your credibility and safety to alleviate subscriber concerns.
Pre-fill information
If contacts visit landing pages from links in emails you sent, pre-fill their name and email automatically wherever possible to expedite signup.
Optimized landing pages laser focus visitor attention on email signups through targeted offers, minimal friction, and credibility indicators that maximize conversion rates.
Analyzing Email Performance Metrics
Constantly monitoring metrics identifies optimization opportunities across your funnel. Key metrics include:
Open rates
Benchmarking open rates reveals list quality and engagement over time. Declining rates indicate issues.
Clickthrough rates
High performing emails drive increased clicks. Compare CTRs across send formats, offers, subject lines and sender names.
Conversion rates
For gated content, assess email conversion percentages into leads, sales and subscribers. Look for leaks.
Unsubscribe rates
Review list shrinkage from opt-outs. Spikes may signal overpromotion or low-quality leads requiring adjustment.
Engagement over time
Evaluate open, click and goal completion rates across subscribers’ tenures. Do they remain consistent or taper off?
Engagement by segment
Break down metrics by demographic, interest, purchase level and source segments. Find your most valuable niches.
Email revenue
For promotional content, attribute sales revenue back to converting emails through trackable links. Identify most profitable approaches.
Auditing metrics guides improving your subscribers, offers, messaging, segment targeting and workflows to continually increase performance and conversion over time.
Improving Through Split Testing
Split testing email components isolates what resonates best with your audience. Test:
Subject line comparisons
Send version A/B subject lines to sample groups. Open rates show which headlines grab attention best.
Calls to action
Test whether “Register Now”, “Sign Up” or “Join Today” on call-to-action buttons drive higher clickthroughs.
Content preferences
Send some groups education-focused emails while others receive promotional content to determine preferred messaging.
Timing optimization
Compare open and clickthrough rates sending at different times of day or days of the week. Find ideal windows.
Visual styles
Try emails with contrasting text, colors, content formats and graphic styles to learn responder visual preferences.
Sender names
Compare open rates from emails apparently sent from different company names, departments or individuals.
Subject line lengths
Test if concise headings outperform longer descriptive headings at attracting opens across user segments.
Incrementally testing isolated email variables against control versions empirically reveals precise improvements to substantially boost performance.
Optimizing Your Overall Email Program
Beyond specific emails and landing pages, holistically assess broader program effectiveness:
Quality over quantity
Carefully remove clearly disengaged subscribers and unreliable data rather than infinitely expanding lists. Prioritize quality.
Seek engagement feedback
Survey readers on desired email content topics, formats, contact frequency and preferences to tailor your program to individual needs.
Review against competitors
Sign up for competitor email lists to compare their content, segmentation, automation and overall subscriber experience. Identify gaps.
Coordinate across channels
Ensure emails, social media, ads, and website display coordinated touches and consistent branding across channels for integrated impact.
Train team members
Educate all staff touching emails on brand voice, legal regulations, segmentation, automation, and key performance indicators through examples and playbooks.
Monitor deliverability
Trace emails reported as spam or blocked plus sender reputation metrics. Quickly address potential issues jeopardizing delivery.
Ongoing program assessments ensure your email content, tools, teams, and integration outpace competitors to engage subscribers profitably over the long run.
What is an Email Funnel and Why is it Important for Your Business?
Understanding the concept of a marketing funnel
Before diving into the specifics of email funnels, it’s essential to grasp the concept of a marketing funnel. A marketing funnel represents the customer journey from awareness to action. It consists of different stages, such as the top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Each stage serves a different purpose in guiding prospects towards making a purchase decision.
How email marketing fits into the marketing funnel
Email marketing plays a crucial role in the marketing funnel as it allows businesses to nurture leads and build relationships with their audience. By capturing email addresses through various channels, businesses can communicate directly with their prospects and guide them through each stage of the funnel.
The role of email funnels in increasing conversions
An email funnel is a sequence of automated emails that are sent to subscribers based on specific triggers or actions they take. These funnels are designed to provide valuable content, build trust, and ultimately, convert subscribers into customers. By strategically mapping out your email sequences and optimizing them for high conversions, you can significantly increase your overall conversion rate.
Steps to Create an Email Marketing Funnel
Building a targeted email list
The first step in creating an email marketing funnel is to build a targeted email list. This involves attracting the right audience and collecting their email addresses using opt-in forms on your website, landing pages, or other lead generation strategies. It’s crucial to focus on quality over quantity and ensure that you are reaching people who are genuinely interested in your product or service.
Creating a compelling landing page
A compelling landing page is essential to capture the attention of visitors and convince them to take the desired action, such as subscribing to your email list. It should clearly communicate the value proposition and include a persuasive call-to-action that encourages visitors to provide their email addresses.
Nurturing leads through email sequences
Once you have successfully captured leads, the next step is to nurture them through targeted email sequences. These sequences should deliver valuable content, address your subscribers’ pain points, and establish your expertise in the industry. By providing consistent value and building a relationship with your subscribers, you increase the likelihood of converting them into paying customers.
Optimizing Your Email Funnel for High Conversions
Segmenting your email list for personalized messaging
Segmenting your email list allows you to personalize your messaging based on the specific interests, demographics, or behavior of your subscribers. By sending targeted and relevant content, you can increase engagement and conversions. For example, you can segment your list based on different customer categories, such as new leads, existing customers, or inactive subscribers.
Using lead magnets and free trials to attract subscribers
Lead magnets, such as free ebooks, checklists, or templates, are valuable resources that you offer in exchange for a visitor’s email address. These incentives help attract subscribers and increase the opt-in rate. Similarly, offering free trials of your product or service can also entice prospects to subscribe and experience the value you provide.
Tracking and analyzing email campaign performance
In order to optimize your email funnel, it’s crucial to track and analyze the performance of your email campaigns. By monitoring metrics such as open rates, click-through rates, and conversion rates, you can identify areas for improvement and make data-driven decisions to enhance your campaigns. A/B testing different elements of your emails, such as subject lines or call-to-actions, can also provide valuable insights.
The Role of Email Funnel in Customer Retention
Sending targeted messages to retain loyal customers
An email funnel is not only essential for lead generation and conversions but also for customer retention. By sending targeted messages to your existing customers, you can keep them engaged and build long-term relationships. Provide exclusive offers, personalized recommendations, and relevant content to show your appreciation and encourage repeat purchases.
Using case studies and testimonials to showcase the value of your product or service
Case studies and testimonials are powerful tools to showcase the value of your product or service. By sharing success stories and real-life examples, you can instill confidence in your subscribers and demonstrate the impact your offering can have on their lives or businesses. Including these stories in your email sequences can significantly contribute to customer retention.
Implementing drip campaigns for ongoing engagement
Drip campaigns, also known as automated email sequences, are an effective way to consistently engage with your audience. By scheduling a series of emails to be sent over time, you can provide a continuous stream of valuable content, offers, or updates. This ongoing engagement keeps your brand top of mind and encourages repeat business.
The Future of Email Funnels: Marketing Automation and Beyond
Understanding the customer journey and mapping out your email sequences
To stay ahead in the ever-evolving digital marketing landscape, understanding the customer journey and mapping out your email sequences is crucial. By aligning your emails with the different stages of the marketing funnel and addressing the specific needs and pain points at each stage, you can deliver a personalized experience and maximize conversions.
How marketing automation can streamline your email funnel
Marketing automation tools have revolutionized the way businesses create and manage their email funnels. These tools allow you to automate repetitive tasks, personalize messaging at scale, and track the performance of your campaigns. By streamlining your email funnel with marketing automation, you can save time, increase efficiency, and achieve better results.
The importance of targeted messaging in conversion funnels
In conversion funnels, delivering targeted messaging is paramount. Tailoring your content to the specific needs and interests of your audience helps build credibility, trust, and relevance. By leveraging the data and insights you gather from your analytics, you can further refine your messaging and optimize your conversion rates.
In conclusion, building high converting email funnels from scratch is a strategic approach to maximize the potential of email marketing. By following the steps to create and optimize your email funnel, you can generate leads, nurture relationships, and drive conversions for your business. Additionally, leveraging email funnels for customer retention and exploring the future of email marketing automation allows you to stay ahead in the digital marketing landscape. Start building your email funnel today and reap the benefits of effective email marketing!
Key Takeaways for High Converting Emails
Here are some core best practices to recap:
- Map email sequences guiding subscribers on journeys from opt-in to core conversions through compelling educational content building to clear calls to action.
- Craft engaging copy focused on delivering value through personalized content, clear takeaways and prominent user-friendly calls to action.
- Leverage segmentation to send precisely targeted content to subsections of your audience based on preferences, behaviors and attributes.
- Automate repetitive tasks like welcome sequences, triggers, and hygiene while balancing workloads to maximize efficiency.
- Tightly integrate subscriptions and conversions into your website experience through popups, sticky bars and forms.
- Optimize landing pages through focused messaging, minimal fields, trust indicators, and urgency cues.
- Continuously analyze performance data on opens, clicks, conversions, unsubscribes, revenue, and slices of your audience to optimize emails.
- Proactively test subject lines, content, timing, design, calls to action and other variables through A/B split tests.
Building a robust email marketing machine takes significant strategy, creativity and analysis. By following this comprehensive guide, you can engage, nurture and convert audiences incredibly effectively through targeted email sequences.
Contents
- 1 Building High Converting Email Funnels from Scratch
- 1.1 Structuring Effective Email Funnels
- 1.2 Crafting Engaging Email Copy
- 1.3 Segmenting Your Email Lists
- 1.4 Automating Workflows
- 1.5 Integrating Email With Your Website Experience
- 1.6 Optimizing Landing Pages
- 1.7 Analyzing Email Performance Metrics
- 1.8 Improving Through Split Testing
- 1.9 Optimizing Your Overall Email Program
- 1.10 What is an Email Funnel and Why is it Important for Your Business?
- 1.11 Steps to Create an Email Marketing Funnel
- 1.12 Optimizing Your Email Funnel for High Conversions
- 1.13 The Role of Email Funnel in Customer Retention
- 1.14 The Future of Email Funnels: Marketing Automation and Beyond
- 1.15 Key Takeaways for High Converting Emails