Converting a prospective customer into a buyer does not happen instantly.
Most of the time, it happens in stages. The prospect has to trust your brand and warm up to the idea of spending on your products and services.
This process can take time and you need to put effort into converting them too.
So often you spend time charming a lead and offering value, only for them to go silent.
But there is a way to prevent this from happening — email marketing funnels. In email marketing, a funnel describes how customers move through a sales process. A business owner often creates this to sell a product or service through educational content and persuasive selling.
You see, the email marketing funnel helps you nurture relationships by offering value at each stage of the prospect’s buying journey.
But that’s not all.
It can also help you nurture relationships that breed loyalty and ambassadorship.
So, how can you create email marketing funnels?
Read on to find out.
1. Find an Email Marketing Platform
Email marketing platforms help you build and manage your email list.
Therefore, it’s essential to choose a platform that can help you create professional emails, update contact lists, and build automated workflows.
Take, for example, a platform like Constant Contact. It’s a great email marketing platform that offers unique features, in addition to niche-specific templates and an easy-to-use dashboard.
However, for the price it charges, their automation tools are lacking.
It’s a great choice if your business only needs an email marketing tool.
If you need more than that, there are many alternatives to Constant Contact that you can choose.
Here is a list of Email Marketing Platforms you can start with:
- Mailchimp – offers a free plan for up to 2,000 contacts and one audience. Pricing from $9.99/month
- ConvertKit – offers a free plan for up to 1,000 subscribers. Pricing from $25/month
- GetResponse – offers a 30-day free trial. Pricing from $10.50/month
- Drip – offers a free trial. Pricing from $19/month
2. Drive Traffic to Site
To generate leads, you need to drive traffic to your website. This stage requires keenness, especially if you want to generate quality leads.
How do you do this?
Think about your customer:
- What are their needs?
- What channels do they use?
- What kind of content or offers would they like?
Based on these, promote your brand and drive traffic to your landing page. Here, create a lead magnet that compels them to share their information with you.
Once they provide their information to you, send them a welcome email that introduces your brand and welcomes them to the email list.
3. Nurture and Convert
Once you have their contact details, nurture them with content that tells them what your brand is about and how you can help them sort their problems. Send these emails out to them regularly.
Tailor your emails to specific audiences and the actions they take while on your site.
To increase conversion rates, offer them discounts, give trial offers, and use scarcity to trigger the fear of missing out (FOMO).
Once the customer converts, prime them for the next purchase by continuing to nurture the relationship.
You can thank them for making the purchase, provide excellent customer support, or request them to join your loyalty program to achieve this.
To know more about email marketing funnels and how they can help you grow your brand, check out this infographic below.