So you have an email funnel – now what do you do with it?
Here’s what most people think…
I have a decent number of people going through my funnels. That should do it right?
Well, not really.
You can shove a huge number of people through your funnels and still have not much to show for in terms of results.
Because it depends on the types of people you are sending through it.
Types of People in Your Email Funnel
There are 2 types of likely people to fill your funnel…
- Potential buyers
- Freebie Hunters
Whoever you have a higher percentage of, the more or less profitable your funnel is…
Likewise, if you’re unhappy with the sales you’re getting from your funnel…
…and feel like you’ve done everything to optimize your email sequence, then it could be that you’re not stocking your funnel with sufficient potential buyers.
In this post you’ll uncover simple strategies to fill your funnel with susbcribers who you can prime, to do business with you.
Email Funnel Goals
But before we head into what these strategies are, you need to determine the goal of your funnel.
Regardless of whether you’re offering a digital product, coaching package or service, the following questions will still apply.
- What are you hoping to acheive at the end of it?
- What do you have on offer and at what price point?
- Who is your ideal buyer and what do they need to get convinced so that they take you up on your offer?
Grab the NoFail Funnel Cheatsheet to help you work through these questions.
Email Funnel Success – 5 Strategies
Ready for success with your email funnel? Read through the following five strategies that will bring you the success you want.
#1 Choose the right opt-in freebie
Relevance is crucial to email marketing.
Is your opt-in highly specific and does it lead into the end goal of your funnel?
If it doesn’t, your likelihood of making sales reduces.
But isn’t my email sequence the one that ensures I get sales?
Or, wait…isn’t it the role of my sales page?
Yes and no.
Each of the different email elements have different roles to play.
- Your email sequence nudges your subscriber and has to do 60-80% (probably more) of the convincing before you earn the click to the sales page
- The subject line is responsible for the open
- The email itself and the call to action is responsible for the click
- Your opt-in acts as a gatekeeper to filter subscribers into your funnel
The right opt-in ensues that you have people who are most likely to be interested in your offer at the end of the email sequence.
The wrong opt-in adds freebie hoarders.
It may also add frustrated subscribers (they may actually have been ideal customers) who find a disconnect between your opt-in and the email content you’re sending out.
Take a look at your opt-in.
Does it attract your ideal buyer?
Or are you filling your email list with people who may not even be interested in your services and products.
#2 What’s not found can’t be bought
If people can’t get into your funnel, they can’t see your offer and they can’t buy.
The more opportunities you give for someone to sign-up, the more people you will have going through your email sequence and ultimately getting their eye balls on your offer.
Entrance points into your funnel are crucial for this.
Entrances points are:
But that’s not sifficient.
Are these entrance points ‘activated’ or ‘powered’ by traffic sources?
You can have 10 entrance points to a funnel.
But people need to find those entrance points in the first place through traffic.
So make sure you’re promoting your entrance points.
Pick your traffic sources wisely.
More traffic sources aren’t necessarily better. Rather, pick one solid traffic source, build it out and then move onto add another.
So, before you even create your funnel, consider the entrance points and traffic sources.
#3 Fix your leaky bucket
Imagine 100 people visit your site today and 95% leave. Only 5% choose to opt-in to your email list.
Chances of that happening? Higher than you think.
And it’s likely because your site isn’t optimized to capture traffic.
So even if you have sufficient entrance points and traffic sources, you need to have mechanisms in place to capture traffic.
But, aren’t opt-in forms sufficient?
They used to be.
But your readers are so used to seeing them on the countless sites they visit, they simply skim past them.
This is what I call ‘opt-in blindness’. So your opt-in form needs to work harder to catch their attention.
These are less intrusive and don’t affect the reader experience as much as a normal pop-up.
Here are some other steps you can take to optimze your site:
- Have an opt-in form and content upgrade on your top posts
- See what your top posts are in Google Analytics
- Treat your opt-in form as you would a landing page
- Have a compelling headline and bullets that entice them to opt-in
#4 Nurture your subscribers
Everyone says this…
But nurture is such a loaded word. What does it actually mean?
- Give away freebies?
- Give free coaching calls?
- Ask subscribers to reply to you?
What encapsulates nurture?
Nurture is three-fold. It’s building brand awareness, trust and authority at the same time.
Brand Awareness is building familiarity with your brand.
Sure, they may have opted into your email list through your site, but how familiar are they with your brand?
Why did you start your business and what do you believe in about the topic of your opt-in…about the problem it solves….
Brand awareness isn’t confined to just your welcome email. Rather, it strengthens right through your sequence as they get to know your style and tone.
Trust and authority work hand in hand.
These are important factors in turning a subscriber into a potential buyer.
Do your emails help to break false beliefs and assumptions?
Do they give a glimpse of where your subscribers are missing the mark with regards to solving the problem and where they need to be looking?
These are what help to build trust and authority. You don’t need to be making 6-figures or have certifications under your belt to have this.
#5 Sprinkle THESE 3 ingredients
The 3 ingredients are hype, micro-commitment, and a bold ‘ask’ for the sale
If these are missing, people won’t be stimulated or enticed to purchase from you.
a. Are you asking for micro-commitments before the sale.
Your audience needs to get used to giving back to you too. But a two-way relationship doesn’t have to be transactional in nurture.
You can get your audience to take tiny steps such as taking a survey, signing up for a VIP list, replying to your emails, etc.
It’s easier to ask for the sale once they get used to giving and responding back to you.
b. Are you infusing hype into your funnel?
Hype is building excitement for your offer.
The state in which you write your emails will project through in your words as weird as that sounds.
If you’re excited about it, your readers will be too. If you tease them, they will feel that excitement too.
How else can you build hype?
You can give them a glimpse of your offer without ever asking for the sale.
This could be by offering a tiny sliver of your offer so that they can get a taste of it…
A short video you did or one of your past students sharing about your offer….
A testimonial is a great way to build hype too.
c. Are you asking for the sale?
You may have a highly optimized email sequence but if you tip toe around your offer, you’ll miss out out getting that sale.
You cannot assume your subscribers will automatically understand what they should do at the end of your funnel.
You need to ask for the sale especially if you have done your due diligence…especially if you know that your emails have done everything to lead your subscriber to that point…
….that point where they have all the information necessary to make a decision about your offer…
Your ideal buyers are waiting to find you
But you need to make it easy for them to do so.
Just these 5 steps will put you miles ahead of businesses in your niche.
Which step are you struggling with the most?
Let me know in the comments below.