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How email marketing helps lead a customer through the sales funnel


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Sales funnel

The truth is that an automatic funnel is one of the most effective sales tools. The offer can be anything: products, services, information, etc. The autofunnel has proven itself as an effective mechanism for selling on the Internet. Is email marketing necessary here and how to set the funnel so that it leads the user in the right direction? This is an important question that every marketer decides when working out an effective sales funnel scheme.

What’s actually a sales funnel?

The sales funnel is the customer’s journey from the first interaction with the company to making the purchase from them.

It helps to understand what the target audience is guided by when making a purchase decision. Knowing the typical behavior of your audience at each stage of the funnel, you may fuel interest and encourage the customer to buy a product over & over.

The customer journey is called a funnel because, with each step, the number of users decreases, but their interest in the purchase keeps growing.

Email Marketing Funnel

Thus, it’s important to interact with the audience at every stage. And email marketing is a great tool for that. Let’s figure out why this is so.

How emails help your business growth?

An email funnel is the simplest email sales funnel which consists of a chain of letters, where there can be from 2 to 6 or more of them. It looks like this:

    An acquaintance letter or welcome mails, which tell about the author, еру competence and commercial proposal.

Sometimes it contains a link to a free lead magnet. The challenge is to build a contact and instill confidence.

  • A letter describing the benefits and a proposal for the main product.
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In other words, here you present your business offer to the users so that he/she understands that it’s what he/she was looking for.

There also may be subsidiary emails in between that contain additional messages:

  • for those who were interested, but did not buy anything;
  • about extra promotions, events and discounts;
  • about new products & product updates;
  • with additional material confirming the quality of the offer;
  • PR materials like: “we’ve entered the TOP 100 online stores, etc”.

In this model, email is the main sales tool. There are also funnels where mail works as a communication medium rather than a sales one.

According to DMA research, in 2019, the number of active email users was 293, which allows many companies to find their audience;
For every dollar invested in email marketing, you can expect between $32 and $42 in profit.

Thus, email newsletters provide constant communication with the user at a minimal cost.

Email types used on each funnel stage

The classic email marketing funnel leads the buyer from getting acquainted with the brand to buying the product and further to loyalty or even advocacy. A trigger message on each of its stages increases the chance that the client moves on to the next stage. How does a trigger message on each email funnel stage work? The funnel may work like this:


The purpose of the first stage is to form raw traffic. To do this, apply landing pages with awesome forms and targeted advertising to attract the buyer to the site. The main thing at this stage is to interest the client, the sales message is not working yet.

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Sales funnel email example

An incredible subscribe form to start your communication with the user


The main thing at this stage is to get the mail to the client. It will be received if the offer coincides with the existing or forming demand, and the creative page makes the visitor trust. To increase your chances, offer a bonus for the email left, for example, a discount on the first purchase. The promo code the client receives in the first trigger letter.

Mass mailing example

Here, you offer to familiarize with our business a bit in detail


At this stage, people may also convert from the raw traffic. In order for this to happen, it is necessary to prove the usefulness of the store/company, your events, services, etc. for the buyer. At this stage, the information about discounts and promotions is used in the trigger letters. Various messages to approve your business reputation are sent.

Example of email

The customer may view the selection of chosen goods of interest & make sure it’s what’s needed


First purchase. The buyer was convinced to make the first purchase & turned it into a converted one. Now it is necessary to make it a regular buyer & a return one because they bring the main profit. At this stage in the trigger letters the information about the extras, the image of services from the chosen, discounts on those positions, which the buyer’s bought, and more are used.

Example of email

Great offers for familiar “warm’ clients are sent on a variety of occasions on a regular basis


The buyer regularly makes purchases, so the sales funnel works as it should. Remember to keep the client, a little cheaper than attracting a new one. Properly tuned trigger messages help make the buyer return over & over and be the loyal one for years.

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Email marketing example

Offer a loyalty program to your most dedicated customers in no time to keep them to convert to your business.

To sum up

As you see the funnel is a simple but effective means to keep your business going. The key funnel stages that your buyers should successfully be lead through will be:

Awareness. Send familiar material about the main features of the product, the features of its application, problems and solutions regularly, etc.

Offer research & useful content for their consideration. Tell in an email message about the benefits of the product in comparison with competitors.

Purchase or conversion. Notify about the goods in the basket, thank them for the order, give instructions on how to work with the product, etc.

Loyalty. Send congratulations on holidays, selection of benefits, promotions, gifts, personal discounts. Also, mind the repeated purchase. Contact users to present more special offers in the letter, offer bonuses, promo codes, additional products for product improvement, and so on.

So, as a result, how you interact with the user at each stage of the sale funnels means much for your business success in the end. Good luck with that!

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Written by: Ira Byvalkevich