Are you struggling to convert leads into sales? If so, your email marketing strategy might need some attention. It’s very rare for someone to see your ad and buy immediately. Most people need multiple interactions with your brand before making a purchase. This is where the "Rule of 7" comes into play—people need to see your ad or content at least seven times before they buy.

Since the 1930s, this rule has guided advertisers, and it’s still incredibly relevant today. The key to leveraging this rule in modern marketing? A well-crafted email funnel that keeps your brand in front of potential customers, nurturing their interest until they’re ready to purchase.

Step One: How to Collect Emails for Your Funnel

Before you can start converting leads with emails, you need to collect those email addresses. The most effective way to do this is through an equal exchange—you get their email, and they get something valuable in return. This is often referred to as a lead magnet.

Here are some lead magnet ideas that can help you grow your email list:

• Offer a One-Time Discount: Entice visitors with "25% off your first order."
• Provide a Valuable Download: Offer something like an eBook, guide, or checklist. For example, my Google Ads Optimization Checklist is a popular lead magnet.
• Give Access to Exclusive Discounts: Create a loyalty program similar to Booking.com's Genius program, where subscribers get regular discounts.

Best Practices for Emailing Your Database

Once you've built your email list, it's essential to maintain it properly. Here are some core principles to follow:

• Relevance Is Key: Always ensure your emails are relevant to your subscribers' interests.
• Deliver What You Promised: Stick to the content or offers that people signed up for.
• Respect Subscriber Preferences: Make it easy for people to opt out if they’re no longer interested in your emails.

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How to Build a Profitable Email Funnel

Now that you’ve collected emails and understand how to maintain your list, let’s focus on creating a sales funnel that drives conversions. The goal here is to increase sales by strategically engaging your email subscribers.

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Essential Emails for a High-Converting Funnel

To build a successful email funnel, you need a variety of emails that guide your subscribers from awareness to purchase. Here are the types of emails you should include:

1. Welcome Email:
   Start the relationship off right by delivering the promised lead magnet or offer. This sets the tone for future communications.

2. Value-Add Emails:
   Keep your audience engaged by providing additional value. This could be in the form of extra bonuses, free training, or helpful resources.

3. Sales Emails:
   When it’s time to make the pitch, focus on the benefits of your product or service. Highlight how it solves a problem or fulfills a need.

4. Testimonial Emails:
   Build trust by sharing success stories and testimonials from satisfied customers. This social proof can significantly boost conversions.

5. Reminder Sales Emails:
   Don't let potential customers forget about your offer. Send reminder emails to nudge them towards making a purchase.

Conclusion

Email marketing remains one of the most effective ways to nurture leads and convert them into customers. By following the strategies outlined in this guide, you can build a high-converting email funnel that keeps your brand top-of-mind and drives consistent sales.

Don’t underestimate the power of a well-executed email funnel. Your audience is out there, ready to engage—so make sure your emails are designed to finish the sale.