In a past blog, we dipped our toes in the wide world of email marketing. We talked about the importance of email marketing and how it remains one of the most effective online marketing strategies for businesses, outperforming other strategies like SEO (search engine optimization), PPC (pay-per-click), and content marketing.
Basically we established that email marketing cannot be ignored! We also talked about various types of email marketing, such as a bi-monthly newsletter, a promotional or sales email, or email funnel—a series of nurturing emails such as a welcome sequence.
Today we want to demystify email funnels for you. Using the welcome sequence as an example, we’re going to take a deeper dive into what an email funnel is all about, how it should be developed, and WHY it’s so dang important (and effective)!
Words of the Month:
Email Funnel and Nurture Sequence
What IS an Email Funnel? An email funnel is a structured and goal-oriented sequence of marketing emails designed to move leads through specific stages of the sales process, eventually leading them to a conversion (e.g., purchase, sign-up).
Synonyms for Email Funnel: Sales Funnel Sequence, Conversion Funnel, Email Sales Journey, Lead Conversion Flow, Email Sales Pipeline, Marketing Email Series
What IS a Nurture Sequence? A nurture sequence is a series of marketing emails focused on building and maintaining relationships with leads or customers over time. The goal is to educate, engage, and provide value to the audience, guiding them toward a desired action (like making a purchase) in a non-salesy way.
Synonyms for Nurture Sequence: Email Drip Campaign, Lead Nurturing Series, Email Engagement Flow, Customer Relationship-Building Series
As you can see, these two types of email journeys are somewhat similar in that they both are a series of emails that are sent out over a period of time after a client or prospective client has been entered into your automated email marketing program. The goal is to lead the receiver of these relationships towards an end goal, typically a sign up or a purchase.
The Welcome Sequence – How it Works
If email marketing had a VIP list, the welcome email funnel would be at the top getting bottle service. They say first impressions can last a lifetime, right? Your welcome sequence is your chance to make a first and lasting impression. So let’s talk about it!
Now that you are starting to garner leads through whatever fabulous lead magnet you’re utilizing (see our recent blog on LEAD MAGNETS), you need to do something with those leads.
The next step is to guide those leads through an email funnel / journey that allows them to get to know you, your company, your offers, and anything else they need to know to establish fuzzy warm feelings about what you are selling.
If you’re like me, I learn through examples. So let me take you through one…
Let’s say you have been looking for an online nutrition coach and you come across an incredible video on Instagram showing Nutrition Coach Michelle recreating a healthier version of Taco Bell’s gordita crunch wrap. SCORE!
In the video, Nutrition Coach Michelle directs viewers to click the link in her bio to receive the full recipe to this scrumptious recreation of your favorite late night snack. You sign up because your stomach is growling and obviously you must have this recipe right now!
When you click on that link, you are asked to enter your name and email address so that Michelle can send you the recipe.
What you might not realize is that your email address is being added into Michelle’s automated email marketing system where you are now going to be placed into a welcome sequence. (Michelle doesn’t just want to give you that recipe, she wants you to get to know her, her brand, her offers and eventually lead you to either buy something from her or hire her via an email funnel!)
Here is what I would expect Michelle would send to you over the course of the next two weeks:
Email #1 – A Welcome Email
This is the email that is sent to you immediately! It contains that gordita crunch wrap recipe, but it also thanks you for subscribing, introduces you to Michelle and her brand, and includes some kind of call to action. A call to action is a step that Michelle wants you to take. Perhaps she wants you to subscribe to her YouTube channel or download another healthy version of a Taco Bell menu item.
Timing: Sent immediately upon sign-up.
Content:
- Warm Welcome: Thank the subscriber for joining. Give them the thing that they subscribed for or if it is sent separately, remind them to check their inbox for that code, that link or that downloadable.
- Introduce Your Brand: Briefly explain who you are, what you offer, and how the subscriber will benefit from being on your list.
- Call to Action (CTA): Direct them to explore your website, blog, or best-performing content.
Email #2 – Establish Your Value with Education and Engagement
This email should be sent 1-2 days after the first email. (Remember, with an automated email marketing system, you can set this all up ahead of time and the work is done FOR you!)
In this second email, Nutrition Coach Michelle might ask you if you had a chance to try the crunch wrap recipe, she will tell you a little bit more about herself, her background and experience, and why helping others eat healthy is her passion. She will talk about her coaching program or her cookbook and talk about how it’s been extraordinary for her clients.
She may even provide another helpful resource, such as a blog post outlining healthy menu options at popular fast food chains (which would make sense since she hooked you with the healthy version of the crunch wrap!). And finally, Nutrition Coach Michelle might invite you to check out her blog for more amazing nutrition tips.
Timing: Sent 1-2 days after the first email.
Content:
- Value Proposition: Share more in-depth information about your brand, product, or service.
- Highlight Benefits: Explain how your offerings solve their pain points or meet their needs.
- Provide Helpful Resources: Share a blog post, video, case study, or guide to educate them.
- CTA: Invite them to check out more educational resources, like a free course or e-book, or encourage them to follow you on social media.
Email #3 – Success Stories, Testimonials, and Social Proof
Email #3 should be sent out 3-5 days after the second email.
In this email, Nutrition Coach Michelle doesn’t want to continue to wax poetic about herself. She wants to let others do the talking. So she will share client testimonials with you! She will let THEM tell you how her program has solved their pain points. Quotes, videos, photos, all valuable “proof” that Nutrition Coach Michelle knows what she’s doing and that what she is selling works!
To really drive this point home, Michelle may even include a link to a podcast that she was a guest on, or she might include the link to an article that was written about her. A little bit of press can go a long way in the credibility department.
And finally, Coach Michelle will include another call to action. Perhaps she will invite you to watch a video montage of client testimonials on her YouTube channel, or ask you to book a consultation call with her.
Timing: Sent 3-5 days after the second email.
Content:
- Testimonials or Reviews: Share customer testimonials or case studies to build credibility.
- User Success Stories: Showcase how others have benefited from your product or service.
- Trust Signals: Include media mentions, certifications, or awards to build trust.
- CTA: Encourage them to take the next step, like scheduling a demo or visiting a product page.
Email #4 – A Deep Dive on Products or Service
In emails #1-#3 Nutrition Coach Michelle took the time to nurture the relationship that she is building with you. She didn’t go right for the sales pitch, but rather established background, expertise and credibility. Now she’s earned the right to showcase what she sells.
She will likely showcase her top two offers, explaining them in detail, how they work, who they best serve and why it’s a great option.
She might talk about her three month 1:1 coaching program that is designed for those that are ready to commit to a healthier lifestyle and desire the accountability that comes with 1:1 coaching. She will include a link to this program with explicit directions on how to either apply for the program or directly book the program.
In addition to her three month coaching program, she might also highlight a product that she sells such as her cookbook or a protein powder. Again, she will talk about the benefits and outcomes of this product.
At the end of this email, Michelle will provide a link for you to see all of her products and services so you can ultimately decide for yourself what works best for you. She may even include a discount code!
Timing: Sent 2-3 days after the third email.
Content:
- Product Features: Highlight specific features of your product or service.
- Best Sellers: If relevant, introduce your top-selling products or services.
- Personalized Recommendations: Use any collected data to suggest products or content based on their interests.
- CTA: Lead them to explore your offerings more deeply, possibly with a limited-time discount.
Email #5 – A Clear Call To Action (The Goal is to CONVERT)
Ok, it’s time for Coach Michelle to get serious about converting you to a customer or client.
She’s taken her time educating you, showcasing her work, sharing what others have said about her products or services, she has demonstrated her expertise, and now she wants your dollah dollah bills, y’all! Can you blame her?
In email #5 (sent 5-7 days after the fourth email) she is going to tell you that TODAY is a great day to make a commitment to change, a commitment to betterment, a commitment to health and longevity. She is going to summarize all the points she’s made in her prior four emails and urge you to take action.
She will provide you with a deal or incentive to help you pull the trigger, her goal being to convert you from a prospective client to a paying client. Cha-Ching!
Timing: Sent 5-7 days after the fourth email.
Content:
- Recap Value: Summarize the benefits they’ve learned about through the drip sequence.
- Offer a Deal or Incentive: If applicable, provide a limited-time offer, discount, or bonus to motivate a purchase or conversion.
- Final CTA: Encourage them to take action, whether it’s signing up for a service, making a purchase, or engaging further with your content.
No matter what type of service or product you offer, this outline serves as an easy and digestible guide for a welcome sequence of emails.
According to Mailchimp, on average, sending a series of welcome emails yields an average of 51% more revenue than a single welcome email!
For help developing your welcome sequence or setting up your email marketing system, contact BRA Member Stacey Beaman of Be.Woman Marketing.
If you’re interested in joining a professional community that provides education and plenty of opportunities for networking and growth, sign up for the next Fitting Room. You’ll discover how we can support you and your business during this free virtual orientation. You’ll also get to know our Founder, Carrie Murray, and connect with some BRA Members!
