Why are marketing funnels important?
Top of the funnel
At the top of the funnel comes brand awareness. This is where you introduce your business to potential customers. It’s the Hollywood “meet-cute.” Your content creates interest for your audience and draws them in.
Middle of the funnel
In the middle comes evaluation. The will-they/won’t-they section of the story. Your customers are aware of you—now, they need to know if they want what you offer. This is where you display your company’s value and make your case for how your product or service fits into their life.
Bottom of the funnel
At the bottom comes conversion. The Hollywood happy ending—your customer makes their purchase. With a great product or service and an effective marketing funnel, you can create a repeat customer.
Common email marketing funnel problems
Unfortunately, marketing funnels do have some common problems that require work to resolve. But the results are absolutely worth putting in the effort. If you’re building a new email funnel (or having problems with your current one), I recommend a full audit of your existing funnel to identify specific problem areas.
Here are some of the most common issues I discover in email funnels and how I like to resolve them:
Not enough leads
Lack of segmentation
Again, analytics tools can help your marketing campaign here. You can use these tools to learn a lot about your customer base and split them into different segments, usually based on shared shopping or personality traits. Once you’ve created customer segments, you can evaluate your messaging and ensure that the right messages are going to the right people. Slight changes in wording for each segment can create messaging more relevant to their care abouts.