By Sean Tinney March 16, 2023
You can spend hours designing and writing a compelling electronic mail sequence that explains the superb advantages of your product.
However in the event you don’t have a start-to-finish plan for connecting along 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 how you can talk along 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 embody 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 throughout to advocacy.
But it surely’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 online business.
As a substitute, we advocate you comply with the brand new advertising funnel that appears extra like a bow tie that’s extensive on the left, slim within the center, and extensive on the best.
Your relationship along with your buyer shouldn’t finish on the backside of the cone-shaped advertising funnel. As a substitute, 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 on your model they usually have the facility to drive extra leads for you.
Advertising 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 customers will take motion based mostly 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 could have heard of the Pareto Precept in advertising, which says that 80% of your earnings come from simply 20% of your clients.
So in the event you’re not advertising to your clients, you’re dropping out on large earnings.
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 publish, we’ll present you how you can construct a strong electronic mail advertising funnel.
5 advertising funnel levels
Now that you just 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 reveal your worth to prospects by means of free, instructional content material. They’re not prepared to purchase from you but — as a result of they don’t but perceive what you deliver to the desk.
Learn how 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 primary supply of communication. Listed here are some concepts for content material you might embody 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
Right here’s an instance:
Health influencer Kayla Itsines builds a relationship together 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 e-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 notice stage of the advertising funnel, they enter the consideration stage. Within the consideration stage, a prospect is keen to think about buying your companies or merchandise. They’re interested by studying extra about you and what you’ll be able to supply them.
Since you already know extra about your prospect on this advertising 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 displaying them that you just perceive them.
Learn how 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 take into account buying your 8-week diet course. Listed here are a couple of examples of content material you might embody in your emails:
- A testimonial or case research displaying how different clients acquired success along with your course
- A stay diet 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 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 displaying the worth of what they’ve to supply.
It has lastly arrived: resolution time. As soon as your prospect is aware of the worth of your product and you’ve got educated them on the product itself by means of using social proof, webinars, weblog posts, and different instructional content material, they’re able to determine 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 good on your prospect. Concentrate on the advantages of your product/service moderately than simply explaining options.
Learn how to use electronic mail within the conversion stage
Listed here are a couple of techniques you should utilize 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 interested by buying however haven’t but, this electronic mail convinces them that now’s the right time to take motion.
As soon as a prospect turns into a buyer, you might 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.
Until 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 throughout the earlier advertising funnel levels.
Keep in mind the Pareto Precept? Repeat clients are too beneficial to disregard. So what sort of electronic mail content material will increase loyalty and retention?
Learn how to use electronic mail within the loyalty stage
Let’s say you might 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 beneficial content material you might embody in your emails to extend retention:
- A month-to-month stay stream to YouTube that describes the coffee-of-the-month and offers espresso brewing finest 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 instructional emails to show their clients how you can 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 beneficial. The simplest advertising is referral advertising. That’s when your good friend tells you a sure product is superior, you’re more likely to buy that product since you belief your good friend.
Learn how 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 mates
- Embrace a survey in an electronic mail to learn the way you might enhance your services or products
- Begin an affiliate or loyalty program the place clients get incentives for referring you
- Interact along with your advocates by replying to their emails, posting on social media, providing incentives for writing critiques and collaborating in testimonials
You additionally need to acquire suggestions throughout this stage. The extra you take heed to your clients, the extra you’ll be able to be taught and enhance your content material so it’s in step with their challenges, wants, and needs. Instruments like SurveyMonkey and SurveyGizmo make gathering suggestions straightforward.
Professional tip: Inside AWeber’s platform, you could 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 presents 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 implies more cash for your online business. Yay!
And with a instrument like electronic mail automation, it’s simpler than ever earlier than to maneuver individuals by means of your funnel towards advocacy.
Automation options mean you can give every prospect the content material, info, or merchandise they want once 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 raise 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 downside, signing up is fast and simple.