Blasting your email list with random sales pitches and newsletters is a surefire way to get sent straight to the trash folder. To cut through the noise and drive results, you need a strategic email marketing funnel. This comprehensive guide will teach you how to captivate subscribers, nurture leads, and boost conversions using targeted email sequences. Whether you want to generate more leads or increase sales, you’ll learn proven funnel mapping, optimization, and automation best practices. Get ready to engage subscribers and propel them into loyal, raving customers.
What is an Email Marketing Funnel and Why is it Important?
Email marketing can feel like throwing spaghetti against a wall sometimes. You send out newsletter after newsletter hoping something sticks. But without a strategy, most of your emails end up in the trash folder rather than the inbox.
That’s where email marketing funnels come in – they provide a framework for sending a series of emails that guide subscribers from awareness to purchase.
What is an Email Funnel?
An email funnel is a strategically planned sequence of emails that move contacts through stages, typically:
- Awareness
- Consideration
- Conversion
The goal is to nurture relationships by providing valuable information at each stage. Then your emails gradually become more promotional to encourage subscribers to become customers.
Visually, this process looks like a funnel. You start with a large number of subscribers at the top (awareness). As they move through the stages, some will drop off. But many will move closer to a purchase at the bottom of the funnel.
The Stages of the Customer Journey
Your email funnel should map to the typical customer journey:
Awareness Stage
This is when contacts first become aware of your brand. They may have just subscribed to your list from a blog post or social media ad.
Emails at this stage should focus on providing value through free tips, educational content, and samples. Avoid pitching your product too soon. First build trust and authority.
Consideration Stage
Now that subscribers know you, they start evaluating if your product can solve their problem.
Use emails to showcase specific benefits, case studies, demos, and promotions. Reduce friction by addressing common concerns like shipping, support, and pricing.
Conversion Stage
Subscribers have decided your product is the best solution. They need one final nudge to complete the purchase.
Emails in the conversion stage clearly explain the next steps to buy. Urgency and scarcity tactics are common. So are incentives like discounts for first-time customers.
The Benefits of Email Funnels
There are a few key reasons professionally designed email funnels are so important:
- Higher Conversions: Moving contacts through a planned sequence converts significantly more than one-off blasts.
- Automation: Funnels are easy to automate based on triggers and customer behaviors using email marketing software like ConvertKit.
- Metrics: You can monitor performance at each funnel stage, then tweak copy and offers accordingly.Metrics like open rate, CTR, and revenue per email give insight.
In summary, email funnels provide a blueprint for engaging subscribers, guiding them to a purchase decision. Thoughtfully crafted and scheduled emails outperform generic bulk blasts. Funnel automation and metrics help you continually improve as well.
Designing an Effective Email Funnel: 7 Key Steps
Now that you understand email funnel basics, let’s walk through how to actually create one tailored to your business.
Follow these 7 steps to design a high-converting email funnel:
Step 1: Identify Your Funnel Goal
Clarify what you want the funnel to accomplish. Common goals include:
- Generate leads
- Nurture prospects
- Drive sales
- Onboard customers
- Upsell/cross-sell
- Build loyalty
Without a clear goal, you won’t know how to craft the right messaging and calls-to-action (CTAs).
For example, a funnel with the goal to onboard new customers would look quite different than a funnel aimed at upselling.
Step 2: Map Content to Each Funnel Stage
Now that you have a goal, map relevant content to each stage of your funnel.
Awareness Stage
Offer free value like educational articles, guides, or tools related to their interests. For example:
- Blog article about avoiding common mistakes
- Free sample or trial access
- Checklist or template
Consideration Stage
Provide content addressing concerns and demonstrating your expertise:
- Comparison between you and competitors
- Demo video or webinar
- Case studies and testimonials
- Limited-time discounts for lead nurturing
Conversion Stage
Focus exclusively on your product and getting the sale:
- Benefits and features list
- Pricing/purchase options
- Countdown timer for special offer
- Explanation of next steps
Step 3: Personalize Content
Leverage what you know about subscribers to make content hyper-relevant. Options include:
- Segmenting your list based on interests
- Using merge tags to include names, company, etc
- Sending follow-up emails based on behavior
Surveys, questionnaires, and tracking help gather more data over time.
Step 4: Automate with Triggers
Marketing automation software makes executing email funnels much easier.
You can set up a sequence once, then automate sending using triggers like:
- New subscriber joins list
- Lead assigned to segment
- Contact clicks link in previous email
- Date/time since last email
No more manually sending each message!
Step 5: Design Scannable, Mobile-Friendly Emails
With crowded inboxes, subscribers will skim rather than read your emails closely.
Make sure emails are:
- Concise, conversational copy
- Relevant, attention-grabbing subject lines
- Crisp design with ample white space
- Proper link formatting for small screens
This ensures your message gets across on both desktop and mobile.
Step 6: Include Relevant CTAs
Calls-to-action should move subscribers to the next logical funnel stage.
- Download – for accessing gated content
- Learn more – to continue nurturing
- Start free trial – to demonstrate value
- Buy now – when ready to purchase
Test different CTAs to see what converts best.
Step 7: Track and Optimize Metrics
Use funnel email analytics to identify successes and areas for improvement.
Important metrics include:
- Impression rate
- Open rate
- Click-through rate
- Bounce rate
- Unsubscribe rate
- Sales at each stage
Compare performance across segments and against past campaigns. Then refine your funnel accordingly.
Adjusting as you go based on data is crucial for optimization. Don’t forget this step!
Email Funnel Strategies and Best Practices
Now that you have the funnel basics down, let’s dig into proven strategies and tips for each stage. Apply these best practices to get maximum results:
Awareness Stage Strategies
Your goal in the awareness stage is to attract and capture new contacts. Try these strategies:
Lead Magnets
Offer a free yet valuable resource like a guide, template, or checklist in exchange for an email address. This entices prospects to opt-in to your list.
Free Trials
Give new contacts the chance to experience your product or service firsthand with a trial. Limit to 7-14 days so they convert before it ends.
Educational Content
Publish blog posts, videos, and tools answering common questions from your ideal customers. Avoid a hard product pitch though – build awareness organically.
Consideration Stage Strategies
Now you need to nurture leads by proving your solution is worthwhile.
Product Demos
Walk through your product’s key features and benefits via video demo. Seeing it in action builds confidence.
Case Studies
Social proof is powerful! Share specific stories of customers who found success using your product or service.
Limited-Time Discounts
Special sales and promotions incentivize leads to take the next step while they have the chance.
Overcoming Objections
Anticipate concerns like cost, support, effectiveness etc. Then proactively address them in your emails.
Conversion Stage Strategies
With warmed up leads, now’s the time to close the deal.
Time-Limited Offers
Push leads over the edge with discounts or bonuses for acting within a short timeframe. The scarcity drives action.
Free Shipping
Remove a common obstacle of shipping costs by offering free shipping for the first order, or orders over a threshold.
Bundles
Make the perceived value higher by combining multiple products/services into a specially priced bundle.
Financing Options
For higher price point items, offer monthly payment plans to improve affordability.
Retention Stage Strategies
Your funnel doesn’t end once leads convert! Retention is critical too.
Welcome Series
Immediately after purchase, send a sequence introducing customers to your brand, product experience, and supports.
Onboarding Tutorials
Educate customers on getting maximum value with articles/videos highlighting best practices and use cases.
Rewards Program
Loyalty programs with points, tiers, and prizes raise engagement and satisfaction.
Surveys
Solicit feedback directly through post-purchase surveys. This identifies pain points and new opportunities.
Advocacy Stage Strategies
Turn happy customers into evangelists.
Referral Programs
Encourage referrals from loyal, satisfied customers by offering incentives like discounts, gifts, or cash rewards.
Reviews
Solicit customer testimonials and reviews for your website, social media, and advertising materials.
Case Studies
Highlight customer success stories in your email funnel and wider marketing. This builds authority and trust.
Net Promoter Score
Measure advocacy likelihood by asking “How likely are you to recommend us on a 0-10 scale?”
More Email Funnel Tips
Additionally, consider these tips:
Timing: Don’t blast customers with emails back-to-back. Space out your sequences over days/weeks for maximum impact.
Testing: Try different subject lines, content sections, and CTAs to see what resonates best with your audience.
Mobile Responsiveness: With email reading shifting to mobile, ensure your emails and landing pages are optimized for small screens.
Metrics Tracking: Use opens, clicks, unsubscribes, and goal conversions to refine your funnel over time.
Proper email funnel strategy gets customers invested in your brand as they naturally progress to becoming loyal buyers and fans. Keep iterating based on data to continually improve performance.
Real-World Examples of Highly Effective Email Funnels
Seeing email funnel examples in action can help bring strategy to life. Let’s explore how top brands leverage sequencing to boost conversions:
Netflix Onboarding Funnel
Netflix needs to onboard new trial users and convert them into long-term paying subscribers. Here’s how they do it:
Registration Confirmation
An instant email thanks new users for signing up and provides next steps to access Netflix.
Day 2: Mobile App Promotion
This highlights how to stream on mobile devices and prompts app download.
Day 4: Viewing Recommendations
Personalized content suggestions based on preferences during signup.
Day 9: Final Call to Convert
Right before the trial ends, this email explains steps to become a paying member. It reminds of all they will lose access to if they don’t convert.
Short, focused emails guiding users to full product usage and eventually conversion.
Trello’s Nurturing Funnel
Project management tool Trello attracts leads with informative blog content.
Subscriber Welcome
Thanks for subscribing and introduces their 3x weekly email.
Blog Article Recommendations
Twice weekly emails highlighting relevant articles based on subscriber interests.
Product Teaser
A personalized email explaining Trello 101 and how it relates to their role. Links to pricing at the bottom.
Discount Offer
A limited-time offer for subscribers to unlock a discount on paid Trello plans.
Nurturing with value before introducing product. Segmenting content by user attributes for maximum relevance.
Calendly’s Blog Funnel
Scheduling software Calendly noticed customers thought their tool felt impersonal. Their funnel addresses this:
**Blog Post: “How to Share Your Calendly Link” **
Article discusses best practices for personalization when using their link.
Subscriber Recommendation Email
A customized email pointing new subscribers to the blog post above.
Calendly leverages their blog content to highlight and counter a common friction point in the customer journey.
Leadfeeder’s Last Call Email
Account management platform Leadfeeder sends this highly effective email encouraging trial users to convert:
Subject: Your Leadfeeder trial ends tomorrow
Explains the benefits received during the trial and what will be lost without converting. Emphasizes 24 hours left to get 20% off.
Short, urgent email with a compelling offer drives conversion at the last minute.
Lumina’s Referral Emails
Ecommerce jewelry brand Lumina incentivizes their customers to refer friends:
Post Purchase: Share and Get Rewarded
Offers a $20 gift code for referring 2 friends who make a purchase.
Customer Winback: Share the Love
Reminds happy past customers to spread the word for a $20 gift code.
Lumina leverages existing buyer joy to organically expand through advocates. The referral reward provides extra motivation.
Email Funnel Metrics and Data Analysis
They say “what gets measured gets improved.” Let’s explore key email funnel metrics you should be tracking and how to analyze them for insights:
Top Email Funnel Metrics
These are important metrics to monitor for each send and overall funnel performance:
- Impressions – Number of emails sent successfully. Indicates reach.
- Opt-in Rate – Subscribers acquired divided by impressions. Measures list growth effectiveness.
- **Open Rate **- Percentage of recipients who opened the email. Indicates interest.
- Click-through Rate (CTR) – Percentage who clicked any link. Shows engagement.
- **Bounce Rate **- Percentage of emails bounced back undeliverable. Monitors list health.
- Unsubscribe Rate – Percentage who unsubscribed after receiving the email. Can highlight content issues.
- Revenues – Sales and conversions driven by each funnel email. The true bottom line.
Benchmark your metrics against industry averages to gauge competitiveness. Then track weekly or monthly to spot positive and negative trends.
Dig Into Customer Behaviors
Segmenting your list and tagging customers gives further insight into how your ideal customers engage:
- What content prompts subscribers to advance through stages?
- Who is opening but not clicking?
- Which segments have the highest and lowest open/click rates?
- What behaviors precede unsubscribes?
Answering these questions using data helps refine your funnel strategy.
A/B Test for Optimization
Try different email elements to see which perform best. Common examples:
- Subject line testing – Emotional vs informational, urgency vs value, etc
- Content section testing – Long form vs snippets, text vs visuals
- CTA testing – Button vs text, color, language, placement
- Timing testing – Day/time sent, delivery cadence between emails
Iterating based on test results pushes metrics in the right direction.
Benchmark Funnel Metrics
Compare how your metrics fare:
- Against industry averages for your niche
- To competitors
- Over time for your own list
This indicates where you excel and any areas needing improvement.
Integrate CRM for Complete Data
A CRM like ConvertKit combines email metrics with wider conversion and revenue data for full context.
With holistic visibility, you can definitively calculate funnel ROI and Attribute sales to specific sequences.
Key Takeaway
- Email funnels should map to the customer journey, progressing from awareness to consideration to conversion stages.
- Clearly identify your funnel goal (e.g., generate leads, drive sales, onboard customers) to guide your strategy.
- Personalize content using segmentation, merge tags, and behavior-based triggers to increase relevance.
- Automate your funnel using marketing automation software and triggers to streamline the process.
- Design scannable, mobile-friendly emails with concise copy and clear calls-to-action (CTAs).
- Track key metrics like open rates, click-through rates, and conversions to identify areas for improvement.
- Use stage-specific strategies, such as lead magnets for awareness, product demos for consideration, and time-limited offers for conversion.
- Implement retention and advocacy strategies to keep customers engaged and turn them into brand evangelists.
- Learn from real-world examples of successful email funnels from companies like Netflix, Trello, and Calendly
- . Continuously analyze data, conduct A/B tests, and benchmark against industry averages to optimize your funnel’s performance.
Frequently Asked Questions About Email Funnels
Let’s wrap up with answers to some of the most common questions around building and managing effective email funnels:
What is the difference between a sales funnel and marketing funnel?
The core difference is the goal:
- Marketing funnels aim to build brand awareness and nudging leads towards becoming sales-ready. They nurture gradually with value-first content.
- Sales funnels focus exclusively on converting interested leads into paying customers. Sales copy and promotions drive action.
In practice though, the two terms are often used interchangeably. Email sequences can have both marketing and sales funnel attributes.
How many stages should my email funnel have?
The optimal number depends on your business, but three or four stages is typical:
- Awareness
- Consideration
- Conversion
- Retention
Complex products like enterprise software may benefit from more granular stages. Simpler products may only need two or three. Test to see what sequencing works best.
How often should I send emails for maximum effectiveness?
Again, this varies by business. As a general rule:
- 1-3 times per week during awareness building stages
- 4-5 times per week as leads move down the funnel
- Daily emails for time-limited promotions
Avoid sending emails back-to-back. Use automation to space out your sequences for better deliverability.
What metrics are most important for optimization?
Focus on monitoring:
- Open rates as a sign of interest
- Click-throughs to gauge engagement
- Unsubscribes to identify content issues
- Revenues to calculate ROI
Also dig into subscriber behaviors, segmentation trends, and experiment with A/B testing.
How can I get the most out of marketing automation?
Leverage automation to:
- Trigger emails based on subscriber actions like downloads or clicks
- Create “if/then” scenario workflows and drip campaigns
- Use data like interests and past purchases to segment lists
- Schedule your funnel sequences in advance
- A/B test subject lines and content variations
Smart automation takes the busywork out of complex funnel execution and optimization.