How to build a successful e-mail marketing funnel

Email is a boon to businesses! Using email as a marketing tool is a great way of reaching out to
your prospects and customers and keeping them informed about your brand. But the main point
is to make these prospects turn into customers and develop a successful conversion rate. For
that we need to build a successful e mail marketing funnel

Jinko marketing funnel samjhne mein thodi dikhat hai, unko quickly batadoon,
marketing funnel aur kuch nahin par ek step by step framework hai jisse aapka
visitor ek customer mein convert ho jaata hai. Jaisa aap screen par dekh rahein hai
yeh customers ko aware karta hai, phir attract aur phir convert.

 First let’s understand what is a funnel?

An email marketing funnel is a set of steps a visitor needs to go through to become

a customer. It is a system designed to attract and convert customers to your
business.

If you rely on email marketing only as a tool that allows you to send without any
thought bulk deals to your prospects, you’re not shooting for the stars.

To run successful email marketing strategies, automate and personalize your email
campaigns by reaching out the right contact, at the right time with the appropriate
content.
 Goal: An email sales funnel is a series of emails you send to achieve a specific
goal:
 Nurturing a relationship with your subscribers
 Educating a potential customer on the benefits of a service or product
 Pushing contacts to make a purchase decision

6 stages of conversion in an email marketing funnel

 First stage: Delivering Value with Awareness

Most of the time, this stage is perfect for educating your prospects about your
industry and delivering real, actionable value they can use now.

Your value could be a free download, educational resources, giveaway, or some

other resource. 70% of email readers open emails from a brand or company in
search of a deal, discount, or coupon

Providing high-quality value can help you earn leads’ trust. Your prospects will
only buy after trusting you.

Remember, do not start selling from your first email. Provide only Value.
According to a study done in 2019, Email is nearly 40x more effective than either
Facebook or Twitter at new customer acquisition

When you are sending you first set of emails- Consider the following points:

 Determine optimal email frequency

 Time of sending an email. What time works better, it is mornings, it is
evenings
  Segment your database based on email engagement (highly engaged, limited
engagement, no engagement). Aap zyada segmentation customer ke
interests, location ki help se bhi kar saktein hain
 Catchy subject line talking about the value upfront addressing to the sender.
20% discount on purchase of anything above 999 or do you want to give
your loved one a special gift
 Build Organic lists- koshish kijiye aapko naye customers ki details mile
kyonki jo lists aap kisi se maangte hain, ya khareedte hain who zyadatar ya
to aapke liye usabe nahinhoti ya phir aapki mail unke spam folder main chali
jaati hai. Organic list wale subscribers ke zyada chances hote hain ki aapki
mail kholenge aur usse padenge. The best way to build a targeted email list
is to convert your website visitors into subscribers
 Team up with landing pages- apne e mail ko right ype of landing page ke
saath team up kijiye jo pops ke through ya in page pop ups se aapke
customer ko persuade kare ke who sign up Karen, ya event par jaane ke liye
interest dikhayein, ya aapka content download karein

 Stage #2: Consideration –

Is stage mein aap kuch metrics analyse karte ho and accordingly apni content aur
audience strategy ko device kar sakte ho. Kuch cheezeon jo aapko dhyaan mein rakhni
ha

Open Rate- kitne email revievrs ne aapki mail kholi. Zarooro nahin hai unhone aapki
image ya link par click kiya. Isliye yeh metric tabhi important hai jab eventually
consumer mail opne karke aapke link/offer par click kare

However the open rates depend from industry to industry but anything between 20-
25% is good enough open rate to see if your campaign is working successfully

Click through rate- percentage of consumers jo aapke mail kare hue link par click karta
hai . 15% ka click rate is supposed to be a healthy click rate
Conversion rate- consumers jo aapke link par click karke ek desired action ko khatam
karte hain. Jaise sign up, ya ek form fill karna, ya koi content download karna, ja phir
kuch kareedna

Bounce rates- Aise kitni email thi jo successfully deliver nahin ho paayein

Unscribe list- yeh who users hai jinhone aapke e mail address ko unsubscribe kiya hai,
aapki mail kholne ke baad. Waise iska koi direct impact nahin hai par yeh jaana acha
hota hai ek kaun se aise consumers jhainlist mein jo bilhul bhi aapke product ya brand
mein interested nahin honge. Taaki aap apni resources aur time un par waste na karein

For example, if you send 100 emails, and 10 of them bounce, this leaves you with
90 delivered emails. Of those 90 emails, let’s say that 20 opened the mails and 10
clicked on the link. This means that your email campaign open rate is 22%, aur
click through rate 11% hai

For the remaining 70, Use double open approach- With a double-open campaign,
you send the same email to everyone on your list who didn’t open the original
message. The only thing that changes is the subject line. If in the first instance your
hit rate was 20%, by sending the email to those who didn’t open you might be able
to achieve a higher hit rate

You can understand these metrics with the help of some simple and easy to use
tools- like mailchimp, mailtrack, yesware…aur aise kahin tools available hain jo ek
bahut minimum paid fees charge karte hain

 Stage 3: Authority with Content Creation

You delivered your value and the relationship with your leads started well.

At your second email, you need to position yourself as a thought leader.

Ab jo users aapki email kholte hain aur shaayad aapke links par bhi clik karein,
unke saat alag alag content create karke engage kijiye,, isse unhein aapke product
ke bare ein aapkr offers ke baarein mein aur information milegi.

Blog posts
Case studies

Frequently asked questions

Webinars

Instructional videos

 Show them what’s in it for them and how your product/service can truly
benefit them.
 Focus on talking about the main pain point that your product/service solves.
 Tell them what they want to hear, and not what you want to tell them –
without being too salesy.

Here is an example of a case study email used at the authorization stage of an

email sales funnel.

Limeroad, an online fashion portal keeps sending e mails on trends that are in and
what combinations look good

Lenskart sends e –mails on how to take care of your eyes, through eye exercises,
how to cleanse them etc.

This is used as purely to build a relationship with the consumer

Marketing automation software use karne se aapki emails ek specific time par
ek specific buyer ko deliver, uski likes dislikes ke hisaab se deliver hoti hain

Content ko thoda interesting aur simple rakhiye- jaise use images, apne social
media handles se link kijiye, subject lines to aap catchy rakh hi rahe hain aur
call to action par zaroor focus rakhiye

Humari next stage hai Call to action

 Stage 4: Call to action

You have delivered the value you promised and positioned yourself as an
authority. Now in your next email, you go for the sales copy. In your email copy,
you provide a direct offer and list its benefits for the buyer.
This is perhaps the most important stage as here is when the consumer will reach
the tipping point to lead to a conversion for your product

So in your email you need to effectively advertise your CTA. Use

action words like: attend, download, register, read, and try now. Give
them a next step to take after reading your email, like registering for
an upcoming webinar.
Create Consumer orientated content focusing primarily on the buyer and
his needs and preferences. In this concept, particular attention is paid to providing
satisfaction to the consumer so that the company can count on his loyalty
and money. Generic marketing & sales approach for the product is not given
precedence.

For more credibility, it is recommended to:

Link to FAQ page

Share customers’ testimonials and reviews

Include social media links for social proofing

 Stage 5- Conversion

This step is the reason why you have an email funnel in the first place.

In order to convert your leads into sales, you need to follow up your features with
benefits and make sure your content is persuasive enough. At this stage, you are
not only giving your prospects a reason to buy your product but also letting them
know that they don’t have forever and should make a decision now.

Inform them that they need to make a paying decision now by creating a real sense
of urgency. Whether it is with a discount or a bonus, make them want to take
action by making your deal even more enticing.

For e.g. Netflix launched their only mobile platform plan for 199

So their entire email marketing funnel looked like this:

  First they made the user aware about the same through e mail marketing and
gave them value to download it free for a month along with their sign details
 Second stage they took into consideration how many downloaded the free
app
 Since Netflix is a known brand they straight away went to the call to action
to start watching their preferred shows and set up profile preference
 A few days later you send them some shows that would match their
preference and also tell the user about some that will be launched next
month
 After earning trial users’ trust, they fire a soft sales copy email to convert
them into loyal customers since their free one month subscription is coming
to an end

 Stage 6: Loyalty & Advocacy

Focus on nurturing your new relationship with your customer by helping them get
the most out of their purchase. 

Delight consumers with great content & awesome service

When you truly floor your customer with your product and the experience after
buying it, there are high chances of them turning into a strong advocate for your
brand.

To increase the chances of your customers turning into your brand advocates, you
can do the following:

 Keep track of your regular customers who like buying from you again and
again
 Give perks or bonuses to your customers from time to time
 Ask for customer reviews and reward them for their feedback
 Deliver consistent value to them via a free but useful newsletter

These are the 6 stages of building an email marketing funnel. Noe lets come to the
implantation of it.
Ap kahin yeh to nahin soch rah eke itna sab karne ke liye kya aapko ke nayi
badi team build karni padegi- Nahin, par Agar main manpower ki baat karon to
content creation mein mostly aapko manpower ki zaroorat hai- 3 logon team-
ek email marketing content head- jo content lines, designs, uski strategies par
work karega, ek digital marketing resource rakhiye, metrics aur performance
track karne ke liye jo aur teesra jo content designing karega, jo aapke videos,
graphics, templating kar sake. Agar aapko isse ache results mile to aap apni
team badi bhi kar sakte hain

To aap in yeh 6 steps ko dobara se dekhiye, kyonki shuruwat mein thoda mushkil
ho sakta hai, par agar aap 2-3 baari yeh video dekhenge aur step wise note karenge
to aap apni email marketing kafi strong kar sakte hain

Apna goal 3 cheezon ke irdgird rakhiyega- Awareness, Value and Conversion

 Target audience sahi tareeke se tap ho

 engaginging customer relationship bane
 aur sahi samay par sales hon

To isse aap unnecessary leaks ko kaat sakte hain aur high conversion par focus kar
sakte hai. Zyada conversion..zyada sales.

Asha karti hoon yeh video aapke liye laabhdaayak hogi, iske kai points aap apne e
mail marketing campaigns mein turunt use kar sakte hain. Aap aur kaun se topics
par jaankari haasil karna chahte hain, iske baare mein humein zaroor likhiye. Tab
tak ke liye..humare saath judne ke liye thankyou very much