E-mail marketing is one of the most effective communication and marketing channels for e-commerce companies. Similar to a sales funnel, there is also an e-mail funnel that determines a single newsletter or a newsletter sequence. The individual steps of the funnel should be taken into account when planning, implementing, sending and analyzing newsletters. In this article, we explain what such a newsletter funnel can look like and how you can optimize your e-mail marketing performance.
What is an email funnel?
An email funnel is an email marketing strategy that is a multi-step process that converts visitors into paying customers. It uses personalized emails to build trust and encourage conversions.
Email funnel according to the AIDA model
Sales funnels are often characterized by different communication channels and different points of contact with a potential customer. A newsletter funnel, new zealand email list however, only describes the interaction with interested parties based on email communication. The AIDA model can be applied both to an entire communication channel and to the microcosm of an individual newsletter.
- Attention: A classic lead funnel begins with attracting attention. In a single email newsletter, the subject, sneaker spot and we miss seeing you sender and preheader are predestined for this goal. The recipient confirms that attention has been attracted by opening the newsletter.
- Interest: After opening a newsletter, elements such as images, design and structure aim to keep readers interested and motivate them to read. Content can only be convincing if the first impression of the template arouses interest.
- Desire: Before a purchase can be made, cyprus business directory the reader’s desire for the respective product or service must be awakened. The content of a newsletter aims to convince new or existing customers and thus encourage them to take action.
- Action: A clear call to action motivates the recipient to take action. In a newsletter, buttons and/or other calls to action such as text links are usually used to direct readers to a landing page. Using optimized landing pages, similar design language and content can be used to specifically continue the purchase process and successfully complete the lead funnel.
Building a Newsletter Funnel: The Welcome Series
In addition to the classic marketing funnel, the funnel effect can also be used in email marketing through newsletter sequences. In contrast to the application of the AIDA model in a single mailing, the focus here is not on the individual elements, but on the function of entire newsletters within a mailing series. A good example of this is the welcome series.
1. Present your company
After successfully registering for a newsletter, the goal of the welcome series is to convert subscribers into customers. Here, too, the AIDA model works as a template for the individual steps of communication with readers.
The first mailing in your welcome series is designed to generate attention for your company and your products and prepare readers for further communication. In the welcome mailing, you greet new subscribers and introduce yourself. The first mailing is not intended to lead to a direct purchase. A call-to-action for more information about your products or your company is more suitable here than a direct request to buy.
2. Promote your products
In the next step of your welcome series, you want to generate more interest with your newsletter. Here, discuss the advantages of your company or a product and, for example, illustrate your superiority over other competitors on the market.
You want to arouse their desire for your product in the next mailing. For example, address possible problems your recipients may have that your product can solve. At this point, it’s worth making your newsletter as individual as possible through segmentation and personalization in order to address your readers directly.
3. Generate purchases
The last step of your newsletter funnel focuses on the call to action. Use clear calls to action and colored buttons to motivate your readers to take action. If there is no conversion, convince your recipients with a discount in a reminder.
