Email Marketing Funnel: How to Convert Subscribers into Customers

Feb 8, 2019 -- Posted by : emily

Image showing a woman opening an email marketing funnel blast on her phone

Almost all businesses have a common goal of making profits. Attracting customers to purchase their products and services is the only way this goal can be achieved. Many enterprise companies use different tactics to attract customers, ranging from various types of advertising to improve their products and services.

Among the most successful tactics for attracting and retaining customers is the email marketing funnel. You can use the email marketing funnel to create lifetime customers that help you cut costs while broadening your profit margin. In many cases, it is more affordable to retain customers than acquire new ones, which is why understanding how the email marketing funnel helps you create lifetime customers is extremely important. But first, you have to learn what the email marketing funnel actually is, and the different funnel stages.

Email Marketing Funnel

Image showing the marketing funnel stages of email marketing

A marketing funnel refers to the process a prospect goes through to become a customer. The email marketing funnel, therefore, refers to the journey of converting a prospect into a customer using the tactic of email marketing. It devises a strategy to ascertain that prospects receive the right message at the right time to encourage them to become a customer. There are five marketing funnel stages: awareness, consideration, conversion, loyalty, and advocacy. These stages outline a customer's journey from nurturing to purchasing and retention. Here’s how you can begin to use the email marketing funnel to create lifetime clients:

1. Build An Email List

Before you use an email marketing funnel, you need an email list. You can build an email list numerous ways. The most common ones are utilizing opt-in forms on your website, landing pages, and social media platforms. You can also use your current email subscribers for your marketing funnel. Partnering with an email marketing digital agency can even help you generate a good email list from the start, to convert future subscribers into life-long customers.

2. Nurture

Photo of an email marketing digital agency putting together a plan

The second step to using an email marketing funnel is to nurture your leads. Most of your prospects are new to your email list, company, and products. Do not make the mistake of trying to sell to them immediately when they join your list. At this nurture stage, strive to gain subscribers trust and build a relationship with them. Simply start by sending them a welcome email to serve as an introduction, and don’t forget to thank them for subscribing to your mailing list. After you make the first welcome introduction, continue to provide your subscribers with educational content to win their trust and strengthen your online relationship.

3. Convert

By now, you have nurtured a ton of leads and build trust through your first email marketing funnel steps. Nevertheless, just because you have gained their trust doesn't mean they will buy from you. You need to give your subscribers a little push to purchase your products or services. This can be done by educating them about the benefits of your products or services, offering discounts, free shipping, or promotions. At this phase of the marketing funnel, it’s important to be able to convince the subscribers why your product is better than others in the market and why they should make a purchase.

4. Retain

The email marketing funnel does not end with just a sale. The difference between a good business and a great one is customer retention, which is why it’s important to go a step further and retain your customers. In this retention stage, make sure to send content to your customers to help make the most of your product. A happy customer assures repeat business, refers other customers to you, and becomes an advocate for your brand.

When used correctly, the email marketing funnel is beneficial for your business because it converts prospects into customers, and customers into advocates. Partnering with an email marketing agency and developing an email marketing funnel for your enterprise will help you nurture, convert, and retain customers to guarantee lifetime engagement and more sales for your business.


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