Despite the rise of social media, the proliferation of marketing “channels,” and the explosion of all things content, email marketing remains the single most-profitable way to reach your audience.
Of course, that doesn’t mean it’s easy. Far from it.
Many entrepreneurs and businesses fail to see the true potential of their email marketing programs for a variety of overlapping challenges. Chief among them: lack of data, poor coordination, and struggles with technology.
If any of the above resonates with you, not only are you not alone — you’re also in the right place. Throughout this guide, we’re going to explore how connecting a handful of missing strategies to your email marketing funnel can help you …
- Build a massive list of subscribers using popular opt-in tactics
- Produce campaigns that engage them along the path-to-purchase
- Sell through your new email marketing funnels and create customer loyalty
But first, a few words about definitions.
What Is Email Marketing?
Email marketing is a digital marketing strategy used to send relevant and targeted emails to prospects and customers. Done right, it turns visitors into subscribers, subscribers into leads, and leads into buyers.
Done extremely well, email marketing turns your buyers into loyal, lifetime-value-generating customers.
From a benefits perspective, email marketing is …
- Cost-effective, alleviating budget constraints
- Personal, with exclusive perks and genuine relationships
- Authority building, as long as you send credible content
- Relatively easy to set up, with plenty of user-friendly tools
- Automated, saving you time, resources, and compounding results
What Is an Email Marketing Funnel?
An email marketing funnel is a holistic approach email built on (1) onsite opt-ins and (2) a series of emails — or, multiple email campaigns — all with the goal of moving subscribers naturally and systematically through each stage of your sales funnel.
Typically, marketing funnels are structured around a sequence known as AIDA: awareness, interest, desire, and action.
Although we’ll explore top-of-funnel tactics — like how to build your list — email marketing is essentially a funnel within a funnel with its primary emphasis on “desire” (D) and “action” (A).
In fact, we can outline the process itself with three movements:
- Attract: Gather email subscribers via various opt-in tactics: e.g., landing pages, lead magnets, webinars, etc.
- Engage: Nurture subscribers via a series of targeted and well-timed emails that are (above all) relevant and valuable to them
- Convert: Guide subscribers either into qualifying themselves as leads (e.g., “book a demo” or “schedule a consultation”) or sell them on your initial product as well as upsells, downsells, and back-end offers
But, even a crystal clear definition and understanding the benefits still leaves a few questions unanswered. Namely, what’s the difference between an email marketing funnel and …
Email Marketing versus Email Marketing Funnels
Email marketing describes a broad digital tactic that involves using emails to market a product or service. It’s possible to use email marketing only as a tool to send bulk emails, deals, or offers to your prospects. – Read more