Particularly when it comes to buying online, customers need more than just a discount offer to inspire them to make a purchase. Offering your audience information about your company through a sales funnel email sequence not only increases brand awareness but also helps to increase readers’ belief in your trustworthiness. As Hubspot’s research reveals, investing in this kind of targeted email marketing can lead to huge payoffs:
- >59% of marketers say email is their biggest source of ROI.
- 59% of respondents say marketing emails influence their purchase decisions.
- 80% of business professionals believe that email marketing increases customer retention.
What is a sales funnel email sequence?
A sales funnel email sequence leads your audience to conversions through three steps: offering something of value, proving your authority, and then motivating them through a call to action. In this approach, you hold off on pushing for sales and instead first take the time to build your relationship, attracting new customers by educating them about the value and expertise you offer.
How to structure a sales funnel email sequence
This email sequence from MarketingProfs offers an excellent example of a skillfully executed sales funnel email sequence. Let’s take a look now at how they covered the three stages:
Stage 1: Value
In this first stage, you must showcase the special value your brand offers. Here, MarketingProfs provides a free, downloadable guide to lead generation. Depending on your brand, other types of value emails could include educational resources, gifts, ebooks, or more. The important part here is not to do any selling, but instead attract the customer to your brand without asking for anything. An email offering high-level content for free helps assure the reader that they will benefit from their relationship with the brand. Notice none of the copywriting here includes any mention of sold products.
Stage 2: Authority
The second email must convey authority, ideally by establishing your brand as a source of thought leadership. Here, MarketingProfs invites readers to join a forum on online marketing, showing that the brand knows its target audience and can offer those readers expertise that is relevant to their needs. There are many ways to nurture leads and make customers feel welcome while leaving room for a conversion later, but it’s always wise to show your audience that they can rely on your brand.
Stage 3: Call to Action (CTA)
Now that you’ve established your brand as a valuable resource with impressive expertise, you can turn your attention to making a sale. In the previous email, MarketingProfs mentioned its forum without trying to sell it, but in this email you can see how different the sales copy and graphics are. Here, they are talking about money directly – even offering a compelling discount. To top it off, this email softens the direct money talk with a cute photo and some very clever copy.
Ready to try this yourself? The BEE editor offers a number of templates that make creating a sales funnel email sequence or a welcome email funnel a breeze. Build three-step campaigns like this one with the benefit of nearly endless customization options. Add your brand colors and visuals, create eye-catching CTAs, and make use of the extensive image library. So get designing!
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