Email funneling can be tough to navigate but it is the next step in your email marketing journey!
After you have your email list built and you’re ready to start an email campaign, it’s now time to discuss email sales funnels.
An email sales funnel is a series of emails with the plan of nurturing a relationship with an email subscriber, educating a prospective client about the benefits of your service/product, and encouraging them to make a purchase.
Email funnels can simply be a series of back-to-back emails, but can be more strategic with a marketing automation tool like ActiveCampaign.
Before you get started there are a few questions you need to ask yourself:
WHO are you targeting
You need to know who your ideal client is in order to talk directly to them.
What are you telling those people
What is the message you are communicating?
Why are you telling them?
Why do they need to know your message?
Getting started with your first sales funnel is always the hardest. After you’ve done it a few times, it will get much easier. Here are the very basics to starting your first email sales funnel.
SIMPLE EMAIL SALES FUNNEL MODEL:
First Email: Provide Value
In your first email of a funnel you should provide something valuable like a free download. That freebie begins your relationship with each email subscriber. You are establishing yourself as trustworthy and an expert.
Second Email: Show you are an authority
You want your readers to learn they can trust you through this email funnel. Show them why you are an expert, whether that’s telling a story about your education, sharing reviews, or linking them to articles where you are mentioned. If you don’t have much to show just yet, don’t worry. These things take time. You can still demonstrate how knowledgeable you are before you’ve made it on the map.
Third Email: Call-to-Action
After you’ve demonstrated you’re an expert and provided value, now it’s time to tell your reader what it is you want from them. If you want them to follow you on social media, tell them. If you want them to check out your new product, tell them. Limit these to 500-1000 words. You don’t want to overload them or oversell.
After you’ve completed your first email sales funnel, you should be ready to dive deeper with the next one. Overtime you’ll establish a good template that you can adjust as changes happen within your business.
In case you missed our previous blogs about email marketing, be sure to check them out because we have it formatted so it takes you step by step each week! Click here to see the previous blogs!
Testimonials are one of the most important pieces in building your credibility as a business. Gathered testimonials provide a quick look into the reputation of your company.
Everybody likes references from their peers. When you’re looking to purchase a service or product, or visit a location like a restaurant, you want to know what other people think about that business. If there are two similar businesses and one has several great testimonials and the other does not, you’re obviously going to go with the one you know people had a good experience with.
What are testimonials?
Testimonials build your reputation through written or recorded reviews that discuss their experience with a business. They bring in potential customers and encourage existing customers to stick with you. They are today’s new “word-of-mouth,” and are critical in strengthening your reputation and online visibility. Put simply, testimonials are a customer’s testimony that your business provides quality products and/or services.
Make it Easy For Them
It doesn’t take long for someone to write a testimonial, but most consumers don’t think about writing reviews unless they had a bad experience. This means you need to ask your clients for positive testimonials. To encourage them to take time for your business, offer them a small reward. You could send them a $5 coffee gift card, merchandise from your store, or a discount on future services.
Although it doesn’t take very long to write a testimonial, your customer’s effort makes a huge difference for your business. You want to thank them for doing you a favor.
You can send out a link directly to your Google My Business Review sheet and a link to your Facebook reviews. All they have to do is click the link and write a few lines about their experience with your business. Make the task as easy and simple for them as possible. You want the world to know that you create a positive business exchange.
Take advantage of every opportunity you have to receive a new testimonial. Express gratitude when you receive them and be strategic with how you use them.
So you’ve built an email list and chosen a software like Active Campaign. Now what? It can be scary getting started with your first email campaign. But it’s not as hard as you think! By following a few steps and suggestions, you will be able to craft your first marketing email.
— Give your audience every way they can contact you: Facebook, Instagram, LinkedIn, your website, etc. Start developing the voice you will consistently use in your emails.
Craft a welcome email. — Let subscribers know what they can expect by being on your email list. Sell yourself as an expert in your field. Save this email as a template for future welcome emails. You’ll want to update it as things change within your business.
Give them an offer.
— If your readers joined through an opt-in, make sure they receive it. Remember to give more than sell.
Write a stellar subject line.
— Subject lines are more important than you might think. They’re the cover of your book that informs a reader whether or not they want to open your email. You want to entice them to open, and follow through with great email content.Read more about the importance of subject lines.
Be aware of the preview text
— The first sentence of your email will show up in most inboxes next to the subject line. Make sure the first few words you use are powerful.
— Keep your paragraph lengths short, follow a sensible structure, and include one main idea in each paragraph. Subheads and bullets can break up your email and make it more scannable.
Get to know your audience
— If you haven’t defined your ideal customer, stop everything and do that right now. Seriously, you need to know who you are talking to before you start talking to them. Once you know your target customer, imagine you are speaking directly to them. Be personable and consistent.
— Promote action by asking for it. You’ll only get conversions when you are requesting them. What is it you want from your readers? Tell them. Be clear and don’t use all caps or too many exclamation points.
Don’t overload with too much content
— You want to provide good content, but you don’t want to overwhelm your readers. Be careful about how many topics you are covering in your email. It shouldn’t be too sparse, either. Finding the balance of just-enough content will do wonders for your open-rate and continued readership.
Subject lines are so important. People decide whether they will open an email based on the subject line. The content of your emails is important, but the subject line is the ice breaker to start the conversation.
Email Subject Line Essentials:
Whenever possible, try addressing each subscriber by name. This can be achieved through your email marketing software (like Active Campaign). A person is more likely to open an email when they see their name. Cater the content for each type of subscriber.
This essential must be balanced carefully. You can get email opens by expressing urgency. For instance, when a sale is ending you can communicate to your subscribers that time is running out. Be cautious not to overuse these types of email subjects or their effectiveness quickly lessens.
Whether it’s a discount or a freebie, your subscribers will be interested in what you can offer them. Create valuable offers, freebies and discounts for your email list subscribers.
If someone subscribes to your email list, they want updates on your industry. Be the expert in your field and keep your audience up to date on what is new and changing in your genre.
Intrigue your readers. Get them thinking, “I wonder what this email is about?” These are the subject lines like, “You wouldn’t believe what this business owner learned on the road.” There are many creative ways to instill this essential in your subject lines.
Keep it simple, sister
Short, sweet, and to the point is what you need in a subject line. Firstly, long subject lines get cut off, completely defeating their purpose. Secondly, you don’t want readers losing interest before they even open your message. Think about what is most important to convey, and what words are not necessary.
Tell interesting stories
Use your email subject line to intrigue subscribers into reading your email. Work to convey your message as a storyteller with a beginning, climax, and ending.
Use the same email sender name
It’s confusing to readers when they get emails from several different addresses within the same company. Have a master email address and stick with it.
Segment your email list
This will help with personalization. Organize your email list based on what the subscriber is getting from your business. Not every reader wants the same material and segmenting will help refine the content you send out.
Don’t make promises you can’t keep
No matter how badly you want your emails opened, you can’t resort to empty promises. This will guarantee you lose subscribers who are disaffected by mistrust.
Don’t overuse exclamation points and caps
NOBODY WANTS TO SEE THIS!!!!! in their inbox. We’ve got enough noise in the marketplace, don’t virtually yell at your audience. An occasional exclamation point can be useful, but when overused they very ineffective.
Don’t use a donotreply address
Nothing feels more spammy than an email that immediately informs you nobody is listening. Our inboxes are filled with donotreply’s and I bet your eyes gloss over when you see them.
Now that you know some of the email subject headline basics, tell us some of your best ideas or subject lines you’ve seen that draw attention. As you are building your email list and learning how to communicate with your audience, you will understand more about the importance of these subject lines.
You’ll have hits and misses, learn from them both. When you don’t get a lot of opens, look into how you could have worded the subject better. It’s a work in progress and they won’t all be winners. But the more you try, the more you’ll learn, and the better your email subject lines will become.
In case you missed it, find our previous blogs about Email Marketing. We have set this up in a progression so that it will take you step-by-step through all things email marketing.
Spoiler, it’s a LOT! But that is why we are here to help you!
If you’ve been following our blog lately (which you definitely should!), you know how important we stress having an email list. In order to gather your list, you need to create and utilize a landing or lead page, create an opt-in or freebie, share that opt-in/freebie, give people a reason to stay on your list, and utilize email marketing software to easily plan your strategies.
“Out of all the channels I tested as a marketer, email continually outperforms most of them,” —Neil Patel, Crazy Egg and QuickSprout founder
Create an Opt-In
We talked about opt-ins in our recent Email Marketing blog, but let’s go over the basics. Along with opt-ins, you can also use what is called a freebie or a freemium. This is something you are offering of a $250+ value in exchange for a person’s email address. This could be a PDF full of valuable information, a webinar, a video, a training, or a coupon.
To create an opt-in, you need a landing page or a lead page where people can sign up for your email list. Once someone signs up, you want to immediately provide them with the free item.
You can create ads, Facebook ads, and other social media ads out of the opt-in you created. This is another great way to get people on your email list. You don’t see an immediate Return on Investment (ROI) from gathering your email list. But once someone is on your list, they’re that much closer to becoming a paying customer. Remember it’s a long game you are playing with your email marketing strategy.
A landing page is a focused page that invites people to sign up to learn more. They’re great for promoting with a clear call-to-action to get people on your email list. There are several landing page builders you can use including Google Sites, Unbounce, Wix, and Instapage. We often use Leadpages, which is great for advertising and selling products/services.
Grow your List Further — Give People a Reason to Join your Email List
We recommend starting out with one opt-in to figure out how it works and what you want from it. Once you’ve got the hang of it, you should try coming up with three opt-ins or freebies you can rotate to meet the needs of your ideal customer.
When someone is considering submitting their email address, they’re thinking, “What am I going to get from this?” You want to make sure the answer is very clear for your ideal customer. We’ve all got spam emails filling our inboxes to the brim. Often you think you need the information you’re signing up for, but end up with countless messages you’ll never read.
To avoid becoming an annoyance to inboxes everywhere, make sure you are actually providing relevant, valuable information and material. Give people a reason to stay on your list. Once a person has received their opt-in or freebie, you want them to stay active. Engage them with attention grabbing headlines and emails full of great material. Give them a reason to keep opening your emails!
Of course you’ll want to sell through your email list, but you have to consciously find a balance. We recommend the give, give, give, sell model. You can offer coupons, tips, exclusive perks, and more.
There are a lot of marketing technologies you can use to maximize your email list’s potential. After using several, we have stuck with ActiveCampaign for years now. It has flexibility, making it easy for businesses of all types to use its features for their own unique needs.
A step-by-step walkthrough of what you need to set up your account and get ready to send emails
Navigating your account, adding addresses in compliance with email laws, and how to get site tracking set up for your website
Organizing your contacts, adding new contacts, sorting them into segments based on tags
Sending your first campaign and learning about the six types of campaigns you can use
Creating automations and figuring out what you can automate
How to create and automate your sales pipelines
Email is personal, targeted, and purposeful. You have permission to show up in a user’s inbox and communicate with them one-one-one. It really doesn’t matter what kind of business you are in. If you have a website and want visitors to come back as returning customers, then you need to get them on your email list. Mastering the art of email will pay huge dividends for your business in the long run. It is a slow game, but very worth it in the end.
There is a lot to say about what email marketing is and how you can utilize it as a business owner. We went over what email marketing is and why you need it just last week. But what exactly can email marketing do for your business in the long haul?
We’re going to go over some of the many benefits your business will see when effectively running email marketing campaigns. Email marketing is the most reliable and efficient way to reach your audience. Here’s why:
Email Marketing Benefits
Strengthen Customer Relationships
Good quality email marketing that is consistent, relevant, and valuable helps you gain the trust of your audience. Your target market wants to hear from you and know you are thinking about them. Email is the best way to update them and communicate news about your business.
Overtime, your audience will develop a kinship with you. They’ll look forward to seeing you in their inboxes because they want to be in the loop and see what new value you are providing. You want your audience to think of you when a problem arises that you have the solution for.
Expertise and Education
Chances are your audience wants what you have to offer. They want to learn more from you as a trusted authority. Continue to position yourself as an expert through the content you create and share.
Along with updating your customers about company news, promotions, and incoming product, you should also provide some valuable education. Whether you have blogs, videos, podcasts, pamphlets, or exclusive email-only content, your audience will appreciate well-crafted information. When people love your content, they’ll want to see more of it. When they have a question about your area of expertise, they’ll think about you.
Time and Cost Effective
How you spend your time and money as a small business owner is critical. It can be hard knowing where to invest yourself. We want you putting your efforts in the right outlets, and email is one of the best.
Purchasing advertisements can break your budget. Although there are a lot of places you can put your excess funds, as a young business you must be cautious. The time and cost involved in direct mailing campaigns, newspaper ads, online ads, and more continues to increase.
Creating an email marketing campaign isn’t very complicated. Once you get the hang of it, it doesn’t take much time, either. You are able to reach a large group of people in an instant through email.
Increase Brand Recognition
The more your audience sees your name and appreciates your content, the bigger your brand becomes. Make sure your emails have your brand image and name. Keep your color palette and logo consistent in the template of your emails. You will build credibility as your name continues to be seen while you provide quality content.
Reach and Grow Your Target Market
Not only are you able to stay in touch with your audience regularly, but you can also reach an even larger group of people through your website opt-ins. You can promote your opt-ins through social media and on your website, on your products and email signature.
We could go on and on about the benefits of email marketing for your business. Make sure you read about what email marketing is and why you need it. You should have all the tools you need to build your email list and start seeing the benefits of email marketing.
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