Creating an email marketing funnel might well be one of the smartest decisions that you ever make for your business. Your email list is one of the only marketing mediums that you own. Social media is excellent for connecting with loyal followers and spreading the word about new products, but you can’t control every aspect of the marketing platform the way that you can with email marketing.
Email marketing’s ROI is around 122% for most companies, which is four times better than the second-best digital marketing approach. As a business, you’re looking to get the best return on investment (ROI) possible. ROI is calculated by dividing projected annual profits by your total investment costs. To be successful, you want to look for ways to consistently maximize your ROI.
Email List Subscribers Stick Around
Another factor that should weigh heavily into your marketing approach: Email is the preferred communication channel of almost three-quarters of American adults. Unlike social media platforms that can change their algorithms every few years, or even every few months, and leave you scrambling to keep up, the basic tenets of email marketing stay the same, and your email list shouldn’t do anything but get larger through the years.
There’s a vast audience out there eager for updates and special offers through your email marketing campaigns. Marketing experts have found that subscribers to an email marketing list are 15 times more likely to make a purchase (2) based on a strong pitch compared to Twitter followers. In a sense, that makes your email marketing campaign’s target audience 15 times more valuable than some of your social media audience. Social media is great for reaching out to new audiences, but there’s nothing like an email marketing funnel for closing the deal.
Growing Your List and Nurturing Your Leads
An email marketing funnel fundamentally depends on getting more people to sign up for your email list in the first place. Then, you have to make your pitch, close the deal, and retain those customers. The last step can be the most difficult if you’re starting out, but following a few simple steps can enable you to smoothly move customers through your email marketing funnel without the need for you to resort to cheesy marketing language (e.g., “BUY NOW! LIMITED TIME ONLY!”).
To grow your email marketing list in the first place means putting yourself out there. Offering opt-in forms, sometimes called lead-capture forms, is usually considered the most efficient way to get the ball rolling and sign people up to your list (3).
A landing page, or sales page, is another way to get people into your email marketing funnel. You can put more sales copy on this page and even include a special offer to future customers. The trick to making the landing page work is including information that your leads will find interesting coupled with an offer and a single call to action.
Turn Subscribers into Long-term Customers
The broadest level of your email marketing funnel is the starting, sign-up stage. The middle tier is just as important, though, and that involves sending timely, compelling, personalized messages to customers based on their current activities and interests. When your content is seen as top-notch your company builds authority and a level of trust with customers that’s hard to compete with. Eventually, curious subscribers become loyal customers because they’ve been nurtured through the email marketing funnel.
Marketing experts say that the best way to develop trust with customers is first to present your email list subscribers with reliable information that makes your company something of a thought leader in customers’ eyes. Then, and only then, will you make the sales pitch. Your sales pitch should be seamlessly interwoven into your later emails only once you’ve developed yourself as an authority and nurtured trust. Once a subscriber becomes a customer, then cross-selling different products becomes much more straightforward.
When nurturing subscribers and current customers make sure that you never go silent: Some companies tend to send out emails only when they’re launching new products, which can make subscribers feel somewhat unimportant and like they’re just right for making a purchase. Keep educating your subscribers throughout your business cycle. If you’re strapped for time, you might try repurposing old content to new subscribers and turning your newsletter replies into a short question-and-answer vlog.
An email marketing funnel allows you full control over your list and the emails you send. As a digital marketing approach, email marketing soars above the competition because of its usability for companies of all sizes and its intimate connection to a constantly evolving cast of interested customers.