How to Build an Email Marketing Funnel For Conversions

Talk to any digital marketer about their email marketing goals and they’ll tell you the same: grow their list and convert subscribers into loyal customers.

However, most of the advice out there discusses the importance of building an email list and creating brand advocates, not actually converting them into customers.

The truth is that this goal is partly the problem. As a digital marketer, you’re in control of the steps you take to influence your customers, but how your leads act is out of your hands. Your sphere of influence is long and could include hiring internal employees, advertising on social media and the Google Display Network, or putting money into your research and development department.

While these are all effective tactics, email marketing still remains the most influential digital marketing strategy for both B2C and B2B companies. In fact, 73% of marketers attributed email marketing to increasing their conversion efforts, and it’s projected that over 319.6 billion emails will be sent daily worldwide by 2021.

Email marketing has also proved to be the most reliable tactic to influence leads at every stage of the buyer’s journey.

However, if you don’t create a strategic plan on how to move leads into the next step with email marketing (or any tactic, for that matter), the remaining parts of your buyer’s journey might not happen at all.

This is where an email marketing funnel comes into play.

If this sounds confusing, don’t worry. We’ll help you understand how to develop a successful email funnel. Read on to discover exactly what an email funnel for conversions is and how you can implement one into your marketing strategy.

What is an email marketing funnel for conversions?

Before you develop an email marketing funnel, you need to know what it is and why it’s effective. An email funnel is a representation of how a subscriber goes from prospective lead to a customer through educational and promotional email communications. For effective email funnels, marketers have to anticipate the subscriber’s needs to send an email at the right time to elicit action. Email funnels demonstrate the four-stage customer lifecycle:

  • Engagement
  • Discovery
  • Purchase
  • Retention

While an email funnel might appear different depending on your company and audience, a modern depiction looks something like this:

 Modern Marketing Channel for Email Marketers

Source: Campaign Monitor

While many businesses may not place a lead in every stage, it’s important to understand the actions your subscriber can take with your brand. However, the end goal is to keep them moving and converting down your funnel to eventually become loyal customers.

Why do you need an email marketing funnel?

Subscribers are no longer fooled by traditional marketing tactics and are turned off by salesy advertising strategies. An email marketing funnel is different because it allows marketers to deliver communications at the right moments, so that each email is personalized to each subscriber. Personalization alone can boost your open rates by up to 26%.

Email marketing funnels treat your lead as an individual—not a faceless name in your list—so you’re able to pinpoint where they are in the buyer’s journey and communicate effectively. While there are many benefits to developing an email marketing funnel, consider the following points:

  • Did you know it’s 10 times harder to get a new customer than sell to a current one? With an email marketing funnel, you’ll be able to consistently generate new leads while maintaining your existing email list.
  • With the right technology, your email funnel will continue to sell for you on auto-pilot, like a skilled salesman working around the clock (with less invasion and hard sales pitches).
  • When you consistently offer customers a positive brand experience, they’ll turn into your very own super-fans to advocate for your products. An email funnel gets them there.

4 simple steps to create an email marketing funnel for conversions

While there are countless ways to pull your subscribers through an email marketing funnel, you need to start with the four basic steps to engage and retain your leads.

1. Top of the funnel: generate leads.

You may catch many marketers say, “The money’s in the list!” And, although it’s not the only stage in the email funnel, it’s the beginning of a strong marketing strategy. Why? Unlike your social media followers, you own your email list and have more control over your communication with them.

There are two effective ways you can collect email addresses: opt-in forms and dedicated landing pages. Email opt-ins are embedded throughout your website or blogs and often just ask for the user’s name and email address. Opt-in forms are great for newsletters to keep your subscribers engaged.

Dedicated landing pages are focused on one lead magnet—like an email course or free trial—that educates the user enough to enter your sales cycle. Landing pages are effective because you’re providing the user value, which is a preview to what they can expect from your email communications.

Offer lead magnets to grow your email marketing list.

Source: Sprout Social

2. Middle of the funnel: lead nurture subscribers.

Once you’ve found a lead generation tactic that attracts subscribers, you need to keep engaging with them. You can create segmented lists to deliver the most relevant value proposition, product, review, etc. to each subscriber. While this sounds complicated, the right automation platform can automatically segment your subscribers based on the lead magnet or form they signed up for, website or email behavior, or demographic information.

Lead nurturing emails need to be targeted, valuable, and customized communications that position you as a credible brand. Each email is a new opportunity to build a relationship and help you further personalize your emails based on their activity.

A few nurturing emails for this stage include:

  • Custom communications based on their preferences
  • Case studies, custom success stories, and user-generated content
  • More free resources like webinars or blogs

 Nurture leads with customized emails.

Source: Really Good Emails

3. Bottom of the funnel: convert leads into customers.

If your subscribers have made it past the first two steps, you’ve primed your leads for the big conversion. You’ve built a relationship by providing value, which has elicited an emotional response from your subscriber. At the bottom of the funnel in step three, you want to continue sending personalized nurturing campaigns with a more aggressive conversion strategy.

Final conversion emails include:

  • Retargeting: with your warmest leads, like ecommerce abandoned carts, you can implement retargeting strategies that deliver ads based on the actual products they’re interested in.
  • Time-sensitive offers: by providing your warm leads with deadlines in urgent emails, you’re giving them a reason to convert. These emails could include coupons, birthday offers, or even messages to subscribers who visit your website for an extended time.
  • Onboarding: if you used a lead magnet trial period, you can convert those users into full-paying customers once the free trial is about to end.

Send onboarding emails to convert subscribers.

Source: Really Good Emails

4. Repeat funnel: retain customers.

Even after a subscriber converts into a customer, your job isn’t done yet. Retaining customers and building long-term loyalty is critical in extending their lifetime value to increase your marketing ROI. Loyalty promotes repeat purchases and referrals, which means you need to work towards their next purchase once they convert. While this is the same technique as nurturing leads in step two, the messaging is slightly different because you can talk about your brand more directly.

How can you achieve this? Consider the following:

  • Keep your customers engaged with your products or services, whether it’s through a weekly progress report or technology update, to stay at the forefront of your customer’s minds.
  • Match upsell and cross-sell products based on your customer’s purchase history to promote bigger offers. The trick here is to not come off pushy and, instead, provide a better solution.
  • Offer referral loyalty campaigns that encourage sharing and word-of-mouth advertising from your customers. The offers can include earning points towards a free item or money off their next order.

 Offer discounts based on referrals.

Source: Really Good Emails

Wrap up

With an email funnel marketing developed for conversions, you can turn your prospect leads into repeat customers like a well-oiled machine. The automation software allows you to not only build an email list, but also provides your leads with value, all with the click of a button. An email funnel helps boost your ROI, while also helping cut down time-consuming tasks.

While there are many fluid actions involved with converting a customer, consider the following steps to help you get started:

  • Grow your email list: Utilize opt-in forms and dedicated landing pages to attract prospective leads with the promise of delightful content.
  • Nurture your subscribers with valuable content: Send emails that include offers, webinars, and case studies that position your company as a solution to the subscriber’s problems.
  • Convert your subscribers into paying customers: Use time-sensitive messaging or retargeting methods that push your subscribers into converting.
  • Retain your customers with repeat purchases: Continue to nurture your leads post-purchase to build a community of brand advocates loyal to your brand.

Ready to start building email marketing funnels that convert? Campaign Monitor is a comprehensive email marketing platform for all your automation needs. Sign up for free today!

The post How to Build an Email Marketing Funnel For Conversions appeared first on Campaign Monitor.

60 Exit Intent Pop-up Examples That Convert (Plus Bonus Tactics)

You work hard to drive traffic to your website.

Between the time you’ve spent creating your site and the money you’ve spent on your marketing efforts, you’ve invested a lot in gaining new customers.

The last thing you want is for someone to visit your site and leave before they convert.

That’s why you need exit intent pop-ups: Exit intent popups can boost site retention and increase your conversions.

Read on to discover why you need exit intent pop-ups, tips for creating them, plus 60 exit intent pop-up examples that work.

How exit intent pop-ups boost site retention

These pop-ups are quite powerful thing in the digital marketing world.

Consider how pop-ups impact your conversions:

  • While the average conversion rate for pop-ups is 3.09%, the top pop-ups have almost 10% conversion rates.
  • Of those top-performing pop-ups, 92% of them have pop-ups that display after 4 seconds. The lowest-performing displayed their ads between 0 and 4 seconds.
  • Well-designed and properly timed pop-ups can lead to conversion rates as high as 60%.

Notice that timing is critical here—you need to make sure you aren’t rushing people into your pop-up.

Exit intent pop-ups help keep people on your site longer. That means you want them to display at the optimum time, and on the right pages.

So what exactly IS an exit intent pop-up?

When site visitors make an indication that they’re about to leave the site, a pop-up is displayed asking them to stay a little longer.

And keeping people on your site longer is the fastest way to boosting your conversions.

60 exit intent pop-up examples that increase conversions

Knowing what to ask of your site visitors is critical to getting your exit intent pop-ups right. What do you want them to do? Do you want them to buy something? Or download something? Maybe you want them to get in touch with you? What’s your CTA?

These 60 exit intent pop-up examples are ideas you can use to craft a compelling pop-up for your site. We’ve even included some design examples to give you an idea of what top pop-ups look like.

1. Free eBook Offer

2. Discount on your first purchase

Modcloth uses an exit intent pop-up to get new subscribers to their email list. They offer a discount for someone’s first purchase.

Source: Modcloth

3. Downloadable guidebook

4. Percentage off a purchase today

Cotopaxi takes it a step further than Modcloth by extending their discount offer to anyone who makes a purchase today. They also include a compelling image, something critical to exit intent popups.

Source: Cotopaxi

5. Email signup form

6. Other products you’ll love

7. A blog you need to read next

8. Request a free demo

9. Get your free checklist

10. Enter for a chance to win

 Oprah’s exit intent pop-up is a giveaway. With a combination of images that speak to the message and a message that speaks to the visitor, this pop-up drives traffic back to the website.

Source: Oprah

11. Check out our new styles

12. Have a question before you go?

13. Free subscription update

14. Exclusive access to premier content

15. Read what our customers have to say

16. Did you forget something?

17. Fill out this survey before you go

18. Free trial offer – expires soon

19. Claim your reward

20. Need help? Chat with us

21. Get your discount code

22. Wait—before you go

23. Free shipping if you purchase today

24. First access to new products or services

25. Watch this exclusive video

26. Special offer just for you

27. Donate today and save a life

The Palm Valley Animal Center uses an exit intent pop-up to request donations to their organization. They include an image that should appeal to the reader’s emotions as well.

Source: Palm Valley Animal Center

28. Download our technical guide

RazorSocial uses their exit intent pop-up to collect an email address and their visitor’s first name. Notice that they also offer a content download to subscribers.

Source: RazorSocial

29. Free gift with purchase

30. Take this quick quiz to get started

31. Get free rewards points when you sign up

32. Enjoy a complimentary coffee

33. Sign up today for a bonus offer

34. Donate today and get a free gift

35. Join our exclusive email club today

36. Find a location near you

37. Get a free month on us

38. Refer your friends for a free gift

39. Download our free templates

40. Buy one, get one half off

41. Listen to our new podcast

42. Sign up for newsletters to stay connected

43. Check on the progress of your download

44. Subscribe today for a chance to win

45. Follow us on social media

46. Want to know our secrets?

47. How to get anything you want

Marie Forleo’s exit intent pop-up uses a compelling headline to catch her reader’s attention. She follows up with an offer to download a free audio training.

Source: Marie Forleo

48. Looking for something else? Reach out

49. Enter your email for a surprise

50. Click here for your free cheat sheet

51. Enter to win our monthly drawing

52. Read what our other subscribers are reading right now

53. Are you ready to get started?

54. Do you want to know how to grow your list?

55. Send me my free copy

56. Become a member today

57. Sign up for our VIP content

58. Get started on your journey today

59. Find your path to success

60. Claim your free subscription fast

These exit intent pop-up examples work for a number of businesses. See something you like, but it doesn’t work exactly? Get creative and list several ideas before choosing the best one.

Bonus tactics for creating exit intent pop-ups that work

Even with these examples, putting together an exit intent pop-up can be intimidating at first. There’s a lot going on in such a small package. Thankfully, with practice, it gets a lot easier.

Exit intent pop-ups, like all pop-ups, have a variety of components to them. Each component requires individual attention. You’ll want to spend more time on some of these components and less on others, but you’ll figure out which pieces require the most effort, with time.

To create exit intent pop-ups that convert, follow these guidelines:

  • Compelling graphics: if you want your exit intent pop-up to catch people’s eyes, you’re going to need images. Your image is effectively your CTA. It may be a graphic you create or it may be an image of a product. Whatever it is, it needs to capture attention.
  • Intriguing headline: your headline is like an email subject line. It’s what pulls people in. You don’t read promotional emails that don’t have subject lines that say something interesting. Would you really want to click on a pop-up with a dull headline?
  • Vivid colors: while you don’t want to overwhelm your visitors with clashing colors, you do want to use color to grab their attention and focus. Bright colors are eye catching. Think of how red, orange, and yellow instantly grab your gaze.
  • An offer: you don’t just want to ask people for their email addresses. You need to offer them a reason to sign up for your email list, download your latest content, or purchase your newest merchandise. Give them a reason to want to work with you.
  • Close button: as part of pop-up best practices, you want to make sure your exit intent pop-up includes a way to close the pop-up. Sometimes the pop-ups are inconvenient, and you don’t want people leaving your site out of frustration.

If you follow these guidelines when creating your exit intent pop-ups, you’ll figure out a strategy that works for you. Just don’t forget to use A/B testing to see how your pop-ups are performing.

Wrap up

When it comes to keeping visitors on your site and driving them back to your offer, exit intent pop-ups are one of the best ways to capitalize on the fact that the visitor is already on your site.

Keep these three things in mind when creating your exit intent popups:

  • Timing is everything—move too quickly and you risk annoying your visitor. Move too slowly and you miss out on the opportunity.
  • Figure out your message—you need to know what you want your visitors to do before you put together a pop-up. Otherwise, what will you be driving them to?
  • Make an offer they can’t refuse—give your visitors a reason to follow through on your pop-up’s request. Don’t expect something for nothing.

Exit intent pop-ups provide the perfect platform for communicating with your site visitors that you really want them to stay. Take advantage of that last touch and make it count.

Looking for the next step in your marketing automation plan? Campaign Monitor includes a comprehensive set of tools to boost your conversions.

The post 60 Exit Intent Pop-up Examples That Convert (Plus Bonus Tactics) appeared first on Campaign Monitor.