How many times has it happened that a person sits in front of the email manager they use and stares at the dreaded blank page? The cursor blinking waiting for the first word to arrive, and the ideas seem to have gone on holiday. This happens when you don’t have a good working plan, what in the digital world is called a sales funnel.
Thinking about a working strategy before executing any action is something that avoids moments of blockages and greatly reduces the investment of time in tasks that are not productive. When using email marketing, working with a good funnel is fundamental because it allows you to know what type of content each message will contain.
Thanks to this system, it is possible to be successful even when you do not have experience in the field thanks to the use of email marketing templates. This refers to free templates that are available on the internet and that can be adapted to any type of business so that the messages are more personalized and, therefore, there is efficiency in the sales rate.
A well-designed funnel should consider elements such as the frequency of mailings, the objective to be pursued in each of the texts, the characteristics of the ideal customer, the most convenient time to use, the types of products or services to be promoted, and all other aspects considered necessary.
First mail: problem + solution
The first contact made with the potential customer should be to contextualize his situation and provide him with a solution to the main problem he is presenting and that can be solved with the product or service offered.
It is a mail that initiates the linkage with the feelings and beliefs of the person on the other side, so you must make it very clear that you understand their problem and that they are not alone, but that they can succeed with what they will find there.
The presentation of the product will come later and must be very well-thought-out with a set of benefits and advantages that fit their desires, and what they are looking to obtain after buying. The idea is to present an image that makes them see the current point they are at and how it will evolve after becoming a customer.
Second email: emphasizing the product or service
This mailing should take into account the statistics that were obtained with the first mailing. If the recipients clicked on the link, how many opened the email, etc. Based on this information, it will be more than possible to establish a working route, either reinforcing the main benefit that has been worked on or inserting a new method to measure the customers behaviour.
It is recommended to work in this email on a single product or service, especially if several alternatives were presented in the previous email. By concentrating on the option that attracted the most attention, you increase your chances of selling more.
Third mail: overcoming objections
Objections are always present. No matter what is being sold. People let their minds come up with a thousand excuses not to pay for something, so you need to spend time and effort to put them aside for positive sales.
Here it is important to handle guarantees, testimonials and all other resources that help the potential customer to forget his or her limitations to buy.
Fourth mail: answering frequently asked questions
Frequently asked questions are not about objections, as is often thought. An objection is, for example, that a product is considered too expensive. However, a frequently asked question may be oriented towards the method of shipping the product. In the latter case, the person intends to buy, but wants to know how he or she will receive the product.
Answering frequently asked questions helps potential customers feel more confident about making a purchase because they will be very clear about everything involved in the buying process and getting the product. With the previous emails, if you have obtained answers, surely some of them are questions and are repeated. That is where the information will be drawn from.
Final mail: summary of benefits
The last step in this sales funnel model is to summarize all the advantages, associating them with their respective benefits, in order to present them very clearly to the potential customer. Here, the idea is to go all out to maximize the number of sales you have so far.
In this email, it should be made very clear to them what their transformation will be like and how much time they have left to achieve it. It is advisable to set a grace period of 24 hours maximum for them to decide to buy the product. This strategy of reducing the opportunities helps to motivate future customers to pay faster.
A sales funnel could have a more complicated structure, with more emails that work on other aspects or go deeper into those we have already seen here. It can also be shorter if what is to be sold is already well known to the target audience.
The important thing here is to set yourself a guideline and have it available for review each time you are going to write an email. This way you will know in advance what your objective is and the words and ideas will flow more quickly.
How long should this funnel last?
I think it would be better to send an email every day, or at almost every other day.
If you really care, try sending a weekly email. I think you might run into some problems with that strategy because there is a lot of time involved, and the customer might end up buying the product before the end of the funnel.
Create your free Mailrelay account; there you already have the templates that we have uploaded.
It couldn’t be easier to sell by email with these resources. Take advantage of this to send a newsletter today.