How Email Automation Could Improve Funnel Conversion

Email marketing strategies can turn messy very quickly. Just as a mechanic would not pour oil into a car engine without a guided approach, a sales or marketing professional should not expect a haphazard email marketing strategy to produce top-notch results.

With the right tools and strategy, even messy email strategies can become successful, automatic campaigns that drive top-notch results.

Do not waste any more time getting your hands dirty. Instead, learn how email automation could improve your funnel conversion with these helpful tips.

Understanding Email Funnel Conversions

To get started, it’s essential to understand the fundamentals of email funnel conversions and what they provide for your business when properly executed.

Essentially, email funnel conversions represent a full-fledged plan to transform a prospective customer into a reoccurring client. Using emails or newsletters, the process involves:

  • Analyzing site data to learn about your audience and gain subscriptions
  • Developing email segmentation lists to share focused content based on personas
  • Upkeeping your lists and using email triggers to generate a response
  • Nudging customers to take action and become new or reoccurring buyers

How an Email Marketing Funnel Works

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It may seem like a tricky hoop to jump through at first, but once you lay the groundwork for this strategy, the right email marketing platform can automate the entire process, giving you streamlined conversions and exceptional engagement rates heading into your future campaigns. In fact, a recent survey by MarketingSherpa shows that 91% of clients want to receive promotional emails from businesses they frequent, so taking the right steps to fill the demand is within your best interest!

Customers expect a seamless experience across all the channels they use, and they expect to see messages personalized to their unique wants and needs.

Using Data to Learn Your Audience and Gain Subscriptions

Now that you have the basics of email funnel conversions figured out, it’s time to start using data to learn more about your audience and gain subscriptions.

Overall, this process is pretty automatic in and of itself, but rather than just assuming all site visitors are interacting with your brand for the same thing; you have to analyze your data so that you can see traffic patterns and pinpoint where your subscriptions are coming from.

Monthly Visitors Graph

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For example, running a site audit to gather insights from each web page will help determine what platforms are encouraging people to visit your site, as well as what content or actions inspire them to do so. On a basic level, your backend service should be able to generate these numbers for you on a month-to-month basis, but if not, you can always link a Google Analytics account to your site to gauge online traffic and see what funnels are bringing customers to you. It’s also worth your while to explore your social media profiles and record which paid ads to lead to site visits or what posts are performing well and serve as customer origination points.

Altogether, having a complete scope of your user activity gives you an idea of where to focus content efforts and deploy new strategies to accumulate sign-ups. If you notice that you always get a spike in subscriptions after sharing a discount code on Instagram or every blog post you publish about dog food sparks an interest within a particular community, you can use those details to dish out content already primed for great results.

Using Email Segmentation to Leverage Content

With a better understanding of your audience’s behaviors, you can then compartmentalize different communities into segmented lists so that your email efforts always reach the right people.

Pillars of Segmentation

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You have to remember that not everyone is going to care about the content you share even though they may be similar customers. With that in mind, you have to consider the location, demographics, psychographics, and behavioral patterns of each individual.

Consider for a moment that you run a health food store, and you send out a newsletter promoting a “Back-to-School” sale for kids returning to college. Over the next week, you find out that only 20% of your subscription list opened the email, and just 10% clicked the button, taking them to the site. Right away, you should recognize that a campaign targeting a seasonal event related to college students should have only gone out to subscribers in that demographic, whereas if it was a “Get Your Summer Bod Together” type sale, it might be better suited toward a list of middle-aged buyers coming off a long winter and spring hibernation-period.

The right email measurement tools can provide insights and analytics in email performance so that you understand how your communication is impacting your audience, what your audience is interested in, and how long your audience spends looking at the messages you send. For example, tools like MailChimp allow for A/B testing subject lines to ensure your content is engaging. Additionally, the email automation tool Mixmax can sync with your CRM to create email segmentation and then send different emails based on how prospects are classified.

Not only can you use email segmentation to cater to audience types, but you can also use it to lockdown customers according to buying habits. For instance, if you have a handful of people who are repeat buyers or religiously open your emails and click on your links, then you should prioritize them into a separate list, sending them offers and content that reward their actions.

The bottom line is that breaking up your contacts helps you provide the right value to the right people. You can track your emails and see which people are responding to your efforts, along with what behaviors lead to site visits and conversions. You can even see what actions are left by the wayside to figure out what you can do to take a subscriber to the next level or keep them interested long enough to make a purchase.

How Email Triggers Keep Customers Engaged

Your segmented lists lay the groundwork of initial customer attraction, but it’s your email triggers that serve as checkups for customers that keep them moving toward the end goal.

Think of email triggers as the primary catalyst that keeps everything within your funnel moving from start to finish. Also, they are the primary resource that email automation provides since it interacts with your customers based on their behaviors and actions. Email triggers are automatic responses that your customer relationship management (CRM) platform sends out according to consumer milestones.

Here’s a quick graphic to show you what the process looks like:

Email Flow

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As soon as a potential customer subscribes, a teaser email goes out that could have specific tags or buttons included to help further identify the user, their interests, pain points, and behaviors.

Next, you have a 2-day waiting period before another automated email goes out based on their previous answers. With this second email, the customer can be targeted with more specific content to meet their overall needs.

Once again, more tags and calls-to-action can be used to direct them toward an end goal. Two more days pass before the major announcement goes out, which encourages them to take any action that states either “yes” or “no,” at which point another email is sent to wrap up the campaign and press the conversion one last time.

More than anything, you hope that you make the sale in the end, but regardless, you’ve just tracked a customer’s buying journey and directed their way through a week-long process without wasting any of your own time. Email automation helps you serve as a guide for the customer at every turn of their buying decision. Not to mention, email triggers give you more data, more insight into how you can manipulate the outcome and predict what the customer will do.

Nudge them to the Finish Line with Personalization and Authenticity

Of course, your email funnel conversions rely heavily on segmentation and triggers, but what nudges customers over the finish line is personalization and authenticity.

This means that you should take active measures to personalize your email responses every step of the way. To do this, you can implement specific subject lines, have your email service generate messages according to a subscriber’s first name, or you can tailor particular messages based on tags that a user responds with. The key is to downplay the automation and communicate as if you are speaking directly to them.

Email Personalization

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With that level of personalization, you should also emphasize a feeling of authenticity when it comes to your email campaigns. Think of a brand you particularly love and consider how they infuse their offers and ads with their sense of identity and style. Rather than just a blank template with some boring text from top to bottom, it’s worth spending time to craft unique emails and newsletters with captivating images, hooking GIFs or videos, and most of all, copy that inspires and converts.

According to a report by McKinsey and Co, email marketing is 40x more powerful compared to social media. If you can curate authentic content with the personal touch, converting to a paying customer becomes a no-brainer for your audience.

Get Started with Email Automation and Funnel Conversions Today!

Nobody has the time to craft personal emails to every subscriber, and worst of all, if you don’t update users with regular content and notices, you’ll quickly lose any momentum you’ve built up over the years.

Thankfully, email automation is a powerful tool you can work into your content strategy with ease. Once your team establishes the right funnel and communication strategy, prompting users with a trail of virtual breadcrumbs to follow, the conversions will come.