What is an email funnel and what goes in one, anyway? This is a question I actually get a lot from new copywriters and clients looking to maximize the impact of their current email marketing strategy. It seems there’s a bit of confusion about email funneling, automated email funnels, and how to create a funnel that works.
Don’t worry — I’m about to clear up any confusion you have about email funnels and set you on the right path to email marketing glory, friend.
In fact, I’ve got 6 tips for making the most of your email marketing funnel right here. Onward!
What Is An Email Funnel?
Simply put, an email funnel is a series of emails that takes your customer on a journey — from opt-in to purchase.
Typically, an email funnel begins when your prospect signs up to receive a discount or downloads a lead magnet (also known as a freebie or opt-in). Basically, they give you their email address in exchange for something they value.
Once you have their email address, you can send them a set of emails. Ideally, these emails will be automated by your email service provider (ESP). But if you don’t have that set up yet, you could *theoretically* send an email funnel manually, one broadcast at a time — but I wouldn’t recommend that.
I talk more about funnels in general here. But for this article, we’re focusing on an email-only funnel.
How Long Should An Email Funnel Be?
How many emails should be in an email funnel? Well, the answer to that is kind of like answering “how long is a piece of string?”
Basically, an email funnel should be as long as necessary to get a prospect to purchase the solution you’re trying to sell.
Considering research indicates most prospects need as many as 7-20 touchpoints to interact with before making a purchase, your email funnel may need to have between 7 and 20 emails in it!
What Goes In An Email Funnel?
While each email funnel is technically its own beautiful, unique entity — there’s a basic formula that takes your prospect on a journey…from being unfamiliar with you and your products to being familiar with you and your solution and making a purchase.
As I said earlier, step one occurs when your potential customer downloads your amazing free thing (and that means they are aware they have a problem…and are looking for a solution…which is good, because you potentially have a solution for them!)
Which is where your email funnel kicks in.
In the first email, be sure to deliver the lead magnet (even if you have it available for instant download, be sure to send it via email too).
Then, make sure your email funnel includes the following:
#1 Stories
No matter what, your emails should always include stories. I hate when people make sweeping generalizations concerning “all humans” — but, for the most part, we all love stories. Our brains seem to positively crave them, so when you’re creating your funnel, be sure to work some stories into your emails. This is where you create your ‘customers for life.’
#2 A Clear Option To Purchase Something
A lot of people, especially us women, tend to feel like we have to “provide value” before going in for the sales pitch. But I would argue that you need to sell from the very first email in your funnel. Sure, you need to establish credibility and build a relationship and all that — but, your prospect is looking for a solution to a problem. And you can offer that to them. Go ahead and do so right at the get-go.
Imagine for a second you pull up to the tire shop on nearly bald tires. You ask for options for new tires — but the salesman pulls up an 86-page PDF on a tablet, hands it to you with a smile, and says “you need to read this first.”
Ridiculous, right?
Be sure to offer something to help your prospect that they can buy to help solve their problem right away.
#3 Social Proof
As your prospect meanders down your email funnel, you’ll want to hit them with some social proof.
Think about it, when was the last time you bought so much as a spool of dental floss without checking out the reviews?
Yep, social proof is an amazing way to get a prospect to hop out of your email funnel and into the shopping cart.
Try spinning up your social proof email into a story for bonus points.
#4 Empathy
Has a marketer told you that you need to lace your copy with empathy? Well, if they haven’t I’m here to tell you.
Empathy is critical if you want to connect with your prospect and turn them into a customer. Especially in women’s health.
Women are so used to hearing that their problems don’t matter or aren’t significant. Women are constantly being blamed for their own health conditions. And women are tired from taking care of the majority of household chores, child-rearing duties, and working.
Acknowledge and inject some of those struggles into your copy and boom! You’re now on the same side as your prospect, instant BFFs.
Empathy works (as long as it’s genuine — no one likes a fake!) and empathy helps create that unshakeable bond. The type of bond that makes your customer ONLY want to purchase from you even though there are other providers who sell the same exact solution you do.
#5 Future Pacing
What’s the quickest viable win your program or product can deliver?
Highlight that in your email funnel.
Help your prospect see the future version of themselves. Help them feel what their life will look like after using your product.
#6 Scarcity And Urgency Triggers
Don’t forget, your customer may need a reason to buy now. Every email in your funnel should make them want to click that add to cart button and check out.
One of the best ways to do that is to make sure your prospect understands that the deal you’re offering them is a limited-time offer. Nothing makes someone hop off the fence quicker than hearing their discount code’s about to expire. Use that urgency to your advantage…but ONLY if it’s genuine. Don’t act like quantities are limited if they really aren’t.
Let me make the email funnel super easy for you
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