How (and why) to build your first email marketing funnel
When I first heard the term "email funnel," I thought I needed an MBA to understand it.
When I started blogging in 2013, little did I know it would become the full-time business it is today. I just wanted a fun, creative outlet that didn't involve any math. It was all I was looking for at the time.
I knew I had always acted spontaneously, so naturally I thought of turning my blog into a business. I had only one problem. As a sensitive and creative type of person like myself, the idea of selling anything, let alone anything with heart, seemed impossible.
Now, just two years later, he's using his Convert Kit for a variety of services including freelancing, pre-recorded workshops, and online classes, sending multiple emails on autopilot. Running his funnel through marketing. Those same emails his funnel generated passive income to cover all business expenses (what?!) and referred me to some of my favorite clients. Honestly, I feel like I'm only scratching the surface of what an email marketing funnel can do. If you're tired of the term "marketing funnel," don't worry. I promise it's much easier to understand than you might think. Amateurs like myself believe that if bloggers without a commercial background can build a full-time business, anyone can get knowledge first.
If you've visited our blog before, you've probably heard us talk about opt-in forms (also known as lead capture forms). If you see a Submit button in the First Name and Email Address fields, you have an opt-in form.
Opt-in forms can be embedded almost anywhere on your website, making them a great way to drive traffic down your email marketing funnel. They can be scattered throughout your blog post, placed above-the-fold on your home page, or at the bottom of your About page.
You can also create different opt-in copies for each lead generation form. This allows you to test which copies and positions work best. ConvertKit automatically calculates these conversion rate stats so you can quickly see which items are the clear winners.
Finally, you may have current email subscribers interested in your email funnel. Even if you're already on our mailing list, you have the option to send customized content through your funnel.
This increases the chances of converting audience her members who have already chosen and trusted your brand, helping increase customer lifetime value. You can do this by simply adding links to interested subscribers to click on with ConvertKit's automatic link triggers and tagging them for your email marketing funnel. Just right?
Think of your landing page as an opt-in form on steroids. Instead of embedding a small opt-in form on your website, you can create a dedicated landing page (sometimes called a sales page) that leads into your email marketing funnel. There you will find space for additional copy and offer previews.
How do you choose offers for your landing pages? There are several content options to choose from, but we highly recommend creating an email course. Creating an email course naturally informs your audience before you take them to your pitch. Other options include eBooks, digital workbooks, and printed materials.
Maintaining a single call to action for each landing page you create is critical to increasing conversion rates. Since the email funnel is the top priority here, the call to action is already selected.
A landing page is also a great place to highlight the benefits of your product without mentioning the actual product. Again, I'd like to focus on the call to action for signing up for the email funnel rather than selling products just yet. For example, if you're creating an email marketing funnel to sell tickets to your calligraphy workshop, you can create an email challenge called "Better hand lettering in 5 days." A common benefit of email challenges and calligraphy workshops is that you can improve your handwriting and create art without distractions from technology for future projects.
By using the same email challenge and product benefits, you can customize your landing page to further attract your ideal buyer or customer. Once visitors are on your email list, you can nurture them in your email funnel.Education
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