By Sean Tinney March 16, 2023
You possibly can spend hours designing and writing a compelling electronic mail sequence that explains the superb 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 instrument that may assist you determine easy methods to talk together with your prospects and clients whether or not they’ve simply joined your listing, or they’ve been long-time clients.
It’s referred to as the advertising funnel.
The advertising funnel is a instrument that helps you visualize the client journey, or the trail a prospect takes as they change into conversant in your organization, from introduction to conversion (and hopefully past).
Your advertising funnel ought to embrace the next 5 levels: consciousness, consideration, conversion, loyalty, and advocacy.
The brand new advertising funnel
You may be conversant in the cone-shaped advertising funnel. This old-school model of the advertising funnel required you to repeatedly fill the highest of the funnel with as many individuals as attainable since just a few individuals traveled right through to advocacy.
Nevertheless it’s time to throw that old-school advertising funnel out the window.
The issue with this model of the advertising funnel is that it tells you advertising 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 small business.
As an alternative, we suggest you comply with the brand new advertising funnel that appears extra like a bow tie that’s huge on the left, slender within the center, and huge on the proper.
Your relationship together with your buyer shouldn’t finish on the backside of the cone-shaped advertising funnel. As an alternative, concentrate on buyer retention simply as a lot as you concentrate on lead era.
Why? As a result of joyful clients usually tend to share nice model experiences with their household and mates. These loyal clients change into advocates to your model and so they have the facility to drive extra leads for you.
Advertising and marketing to clients after they purchase from you is simply as vital as advertising to prospects earlier than they purchase from you.
Want proof? The numbers converse for themselves: 84% of shoppers will take motion primarily based on suggestions from individuals they know.
And there’s a rare upside to emphasizing buyer retention in your advertising funnel: more cash in your pocket. You might have heard of the Pareto Precept in advertising, which says that 80% of your income come from simply 20% of your clients.
So for those who’re not advertising to your clients, you’re dropping out on big 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 funnel levels.
On this put up, we’ll present you easy methods to construct a strong electronic mail advertising funnel.
5 advertising funnel levels
Now that you simply perceive what the advertising funnel is, I’ll describe the levels of the advertising funnel and provide you with electronic mail advertising methods for every stage.
Consciousness is the primary of the advertising funnel levels. Throughout this stage, prospects which can 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 funnel to exhibit 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 carry to the desk.
The best 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 essential 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 vitamin or health
- A meals monitoring calendar worksheet
- An book that explains the well being advantages of being match
- A reside 30-minute exercise webinar
(Listed here are 25 sensible lead magnet concepts to develop your electronic mail listing proper now.)
Right here’s an instance:
Health influencer Kayla Itsines builds a relationship along with her prospects by displaying 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 enroll, they obtain an book with a full week of exercises to allow them to check this system and see the worth of it for themselves.
As soon as a prospect strikes previous the attention stage of the advertising funnel, they enter the consideration stage. Within the consideration stage, a prospect is prepared to contemplate buying your companies or merchandise. They’re serious about studying extra about you and what you’ll be able to supply them.
Since you realize extra about your prospect on this advertising funnel stage than you probably did in the course of 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 displaying them that you simply perceive them.
The best way to use electronic mail within the consideration stage
So what sort of content material must you ship your prospects in the course of the consideration stage?
Let’s say that you’re an internet vitamin coach making an attempt to get extra results in contemplate buying your 8-week vitamin course. Listed here are just a few examples of content material you may embrace in your emails:
- A testimonial or case examine displaying how different clients received success together with your course
- A reside vitamin webinar
- Your free podcast episodes, the place you discuss lots of the ideas 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 suitable in the course of the consideration stage, as a result of it pertains to prospects’ pursuits (vitamin) and introduces them to the product (8-Week Vitamin Necessities Masterclass) whereas displaying the worth of what they’ve to supply.
It has lastly arrived: determination 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 using 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 funnel stage, you can begin speaking about why your product and repair is best than your opponents’ and why it’s excellent to your prospect. Give attention to the advantages of your product/service slightly than simply explaining options.
The best way to use electronic mail within the conversion stage
Listed here are just a few ways you need to 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 distinct good thing about your product/service
- Provide a free trial or give away samples in order that prospects can see the advantages for themselves
- Ship prospects an electronic mail that provides a sale or low cost for buying inside a sure timeframe
Right here’s an instance:
By providing reductions and offers by way of electronic mail, Freshly creates a way of urgency for his or her prospects. If prospects are serious about buying however haven’t but, this electronic mail convinces them that now could be the proper time to take motion.
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 following prospect. Nonetheless, forgetting about your clients is a foul concept.
Except you might have a plan for creating buyer loyalty, you’ll in all probability lose lots of your clients, losing plenty of your prior advertising efforts in the course of the earlier advertising funnel levels.
Bear in mind the Pareto Precept? Repeat clients are too useful to disregard. So what sort of electronic mail content material will increase loyalty and retention?
The best way to use electronic mail within the loyalty stage
Let’s say you might have an internet 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 just a few concepts for useful content material you may embrace in your emails to extend retention:
- A month-to-month reside stream to YouTube that describes the coffee-of-the-month and offers espresso brewing greatest practices.
- A survey that asks clients how joyful they’re with the coffees they’re receiving and what different kinds of espresso they’d wish to get.
- Instructional content material concerning 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 easy methods to use Canva.
Advocacy occurs when your clients change into one thing greater than clients: they change into followers.
Bringing clients to this stage of the advertising funnel is extraordinarily useful. The best advertising is referral advertising. 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 best 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?
- Determine clients that love you and ship them an electronic mail asking them to refer you to their mates
- Embrace 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 opinions and collaborating in testimonials
You additionally wish to accumulate suggestions throughout this stage. The extra you hearken to your clients, the extra you’ll be able to study and enhance your content material so it’s in step with their challenges, wants, and needs. Instruments like SurveyMonkey and SurveyGizmo make amassing suggestions straightforward.
Professional tip: Inside AWeber’s platform, you’ll find survey templates, too. All you must 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 gives reductions to their unique rewards members.
Create your individual electronic mail advertising funnel
Develop your electronic mail technique with the advertising funnel in thoughts. Doing so, you’ll convert extra prospects into clients and extra clients into followers, which suggests more cash for your small business. Yay!
And with a instrument like electronic mail automation, it’s simpler than ever earlier than to maneuver individuals via your funnel towards advocacy.
Automation options assist you to give every prospect the content material, info, 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 must carry a finger! You’ve successfully arrange an engine that generates passive revenue to gasoline your ardour.
Begin implementing your electronic mail advertising funnel in your AWeber account. Don’t have an account but. No drawback, signing up is fast and simple.