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How to Conduct an Email Funnel Audit in Five Easy Steps

An email funnel audit is a process of reviewing every step of your email marketing process to ensure you see proper conversions. I know you don’t want to waste time, resources, and worst — subscribers — due to poor email content, poor understanding of your audience, or the email marketing process altogether. However, proper review, implementation, and reform are required to run a successful email marketing campaign. Furthermore, if you want to see a high return on investment, as the average is forty-eight dollars for every one dollar spent, then you must audit your funnels.

 

Here are the five steps to conducting an email funnel audit:

 

Step One: Evaluate Your Goals

 

The first step to any marketing process is to determine your goals and evaluate them. This means step one of the auditing process includes comparing your goals to the campaign materials you created. For each campaign you have, create a list of the most important goals. Then go through the content and review it to be sure it aligns with these goals. A great way to organize this step is to create a chart for each section for your email marketing funnel to the left and then the goals established for each campaign at the top.

 

Then as you read through the material, add each section to the goals you outlined. In the end, each campaign should be neatly organized and in its proper spot to achieve the goal properly. For example, if you notice your call-to-action in one campaign completes a different goal, then you can see that your campaigns are not properly organized to achieve your goals. Your call-to-action should be the same in each to be more successful.

 

Step Two: Review Your Metrics

 

Next, take a look at your metrics. The most important metrics include your bounce rate, open rate, click-through rate, unsubscribe rate, list growth rate, total revenue earned per email, and total revenue earned per subscriber. Each of these metrics can work as red flags to help pinpoint areas of concern or highlight your strengths. For example, a high open-rate with a low click-through rate shows your titles are strong; however, you lost your readers’ interest somewhere along the way. Meaning you should review your email copy and call-to-action to be sure they align with your target audience and marketing goals.

 

Step Three: Analyze Email Flows, Segmentation, and Sequences

 

For step three, you need to review the flow of your sequences and ensure they are segmented appropriately. The more focused your email campaigns are, the more likely you are to increase your conversions. So be sure they are not too long or short and that your subscribers are in the right sequence. It is important that cold subscribers, for example, are added to sequences and segmentations that nurture them and get them reengaged.

 

Step Four: Inspect Email Campaign Value, Variety, and Structure

 

Take the time to read the content and compare it to your buyer personas. Be sure the content you are sending has various types of content, such as educational and promotional. Too much promotional content will be viewed as spam and send you straight to their spam folder. Confirm that each campaign and email have the proper structure as well as quality content and titles.

 

Step Five: Fix, Plan and Execute

 

To wrap up the auditing process, you need to highlight the red flags or areas to improve and develop a plan of action. For example, if you noticed material in the wrong campaigns, adjust it. If you saw your unsubscribe rate is higher in one campaign than the other, you need to inspect the content quality further. Then whatever changes you make, set a short deadline to track and repeat the review to ensure the changes you made were appropriate.

 

Overall, the auditing process is designed to ensure each step of the email marketing processed is being executed appropriately to ensure you see the return on investment you need to make all the work and time investment worth it.

 

What To Look for During an Email Funnel Audit

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Common Email Marketing Mistakes and How to Avoid Them

While email marketing may be the best way to engage and increase sales, you can easily make mistakes. The email marketing process requires preparation, review, and evaluation to keep it running smoothly and successfully. Unfortunately, if you don’t know what you are doing, you can fall into some common poor habits that result in a poor return on investment.

 

The following are some of the most common email marketing mistakes and how to avoid them:

 

Only Using Email to Make a Sale

If the only emails you send are promotional and full of sale links, you are already doing a disservice to yourself. No matter how many links you try to send, the value you provide will translate into real results. Use email to teach your readers something you want them to know instead, and even better, make sure it solves a common issue or problem for them. Then add other smaller promotional sequences throughout.

 

Ignoring Your Bounce Rate

Meaning the deliverability of your emails is likely poor as you are probably ignoring key steps to ensuring your subscribers get your emails. For example, using emails with your website works better than third-party addresses like Google and Microsoft. Using third-party addresses can easily signal spam warnings, while using your email address better verifies your authenticity.

 

Poor Goals and Understanding of Audience

Lastly, not taking the time to understand your goals and audience fully leads to poor quality content and communication within your email campaign. Email marketing is powerful because subscribers view it as more personal – providing you the opportunity to form a deeper connection and understanding through personalized and quality content.

 

Disregard of Subscriber Mediums

In other words, you are ignoring the device your readers use the most to read and engage with your content. This is crucial as not every email service provider or platform is optimized for mobile devices. However, smartphones are far more available to people than computers. Meaning most of your subscribers likely read your emails and other content on their phones. Therefore, you must ensure your content is optimized to view and click-through for mobile phones.

 

Poor Call-To-Actions or None at All

Every email should have a clear goal which means they should also have an easy-to-use and understand call-to-action that translates to achieving it. An email without a call-to-action is like a company without a business plan.

 

You must avoid these common mistakes if you want to see high conversations and a return on investment from your email marketing campaign. Lackluster call-to-actions, poor follow-up, nurturing, and understanding of your audience can all potentially affect your email marketing results.

 

 

 

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How to Write a Lead Nurturing Email Campaign

One way to grow a loyal audience with a strong relationship that understands your business value is through lead nurturing email campaigns. These are personalized and automated emails sent to subscribers throughout their journey with your business.

 

It is designed to maximize the potential of your email list and to ensure its sustainability. It’s about not neglecting the leads you worked so hard to get in the first place. Statistics show that it costs a lot more time and money to find new leads than to nurture those you already have.

 

The following are a few examples and tips to creating lead nurturing email campaigns:

Start with a Welcome Email Series

The moment someone opts in, you should thank them and introduce yourself. This is also a great moment to encourage them to reply by asking them a few questions about themselves and what kind of problems they are dealing with. This opens up the relationships and gives them a basic overview of your value and business goals. Make the reader feel like they made the right decision to opt-in.

 

Create Weekly and Monthly Newsletter or Updates

Keep your readers up-to-date on trending topics, news, and updates within your business and industry. Please don’t use these messages to sell. Instead, use them to educate and get your readers more engaged in other communities such as your Facebook Group. Tell your audience about new products or services you are working on and any additional valuable information they can use.

 

Send Segmented Promotional and Educational Campaigns

Use birthdays, anniversaries, and other important dates and information to your advantage. List segmentation allows you to send more personalized messages and education to those who care about your content. It also allows you to tailor and target your message better as no two readers will be the same or on the same buyers’ journey.

 

Always include a Follow-up and Way to Reply or Engage

Send emails that ask for some feedback and a way to engage further or reengage your subscribers. Invite them to other social media pages or tell them to reply to the email. The replies you get can ensure the content you create is valuable and solves their problem.

 

Don’t let all the hard work of finding your email subscribers waste with these lead nurturing tips. Instead, learn to enable them through the email marketing journey to maximize your results and success better. Don’t be like the average forty-eight percent of salespeople who give up or fail to follow up after the first initial contact.

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The Three Keys to Optimizing Your Email Content

Maximizing your profits and effectively communicating to your audience is required today to be successful in business. Without quality content, email marketing would be dead. Without content to engage with, there would be no reason to use it as it wouldn’t correctly engage, educate and persuade your audience. Without it, you can’t convert them into paying or loyal customers. Therefore, you need to learn and understand how to optimize your email content to maximize your email marketing success.

 

The following are the three key pieces required to optimize your email marketing funnels fully:

 

Value-Driven

The point of emails is always to find ways to educate and add value to your subscribers’ life. Education is the best way to persuade or direct your audience to make a purchase. You don’t need to and shouldn’t constantly be selling to them. In fact, if the title looks like an obvious sales pitch, they are unlikely to open.

 

Only about one out of every four sales emails is opened. However, if your readers know that they will gain value every single time they open your email, they won’t want to leave. They understand that you need to sell products or services at the end of the day to see a return on investment. If they find value in your content, products, and services, it will come around. In other words, don’t make sales your only point of focus.

 

Engaged and Personable

All content should be engaging and personable. This means your readers feel like they are talking to a human and are forming a deep connection. It inspires or drives them to take action and makes them feel more involved or important while reading your email. The more interactive and humanized the content, the more trust, and credibility you establish that grows your audience and conversions.

 

Personalized

You may feel like you can’t write. But the truth is if you simply write as if you are talking to a friend or loved one, you’ll do better. Write how you speak and edit later. A natural conversation with automated personalized features like adding their name goes a long way. Not making an effort to use personalization will be obvious to your subscribers. When you don’t personalize, you make your readers feel unimportant and that you are only there to get something from them instead of providing value in return. Personalization shows you value them as an individual and strengthens the customer experience and relationship.

 

Be sure to follow these three keys to optimizing your email content if you want to see more conversions. Increasing your click-through rate and return on investment is reliant on valuable, engaging, and personalized content. Commit to always getting to know your audience, tracking your metrics, and asking for feedback to improve your content and increase your email marketing success.

 

 10 Content Marketing Tips for Email Marketing Success

 

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Important Email Marketing Key Performance Indicators to Track

When running an email marketing campaign, you must perform audits to ensure you get the most out of your time and effort. One of the key steps to running an email audit includes keeping track of vital key performance indicators or KIPs and metrics. These metrics allow you to pinpoint areas you need to improve on while also highlighting where you excel to improve your overall email marketing conversions and communication with your audience.

How to Repurpose Your Influencer Marketing Content

Here are five important email marketing metrics you should be tracking:

 

Email Delivery or Bounce Rate

This is the rate at which your emails are delivered to your customers and make it to their email box. You want to keep track of this to ensure you have corrected and updated information on your leads and that your internet service provider is safe and secure to prevent rejection. This can be improved by using double-opt-in forms and authenticating your email address.

 

Open Rate

This number indicates how often your subscribers are opening your emails. An open rate of twenty percent or higher is a vital goal to maintain, as your email marketing goals can’t be achieved if your subscribers don’t open your emails. In addition, be sure your opt-ins are targeted to the right audience and that your titles are crafted to hook in and persuade your readers.

 

Click-Through Rate

Click-through rate or CTR indicates that your subscribers are clicking the links or call-to-actions within the email copy after opening it. It is recommended to keep your CTR at four percent or higher to see proper results. CTR can be improved by enhancing the copy and call-to-action.

 

Click-To-Open Rate

A highly undervalued metrics that gives you a clear indication of how well your content is performing. It measures the number of unique clicks by the number of unique opens to determine how unique or interesting your content is to your subscribers. This metric can vary and should be around twenty to thirty percent, if not higher, if you truly know your audience and develop amazing content. Getting to know your audience and keeping up with the latest industry trends work together to help you produce better email copy.

 

Unsubscribe Rate

This rate shows how many people have unsubscribed or removed themselves from your email campaign. If your unsubscribe rate is high, this can tell you a few things. Either you are sending too many emails, not enough emails, or the content is poor or not up to expectations for those who chose to follow from the opt-in form.

 

Don’t neglect or ignore your key performance indicators. As you can see, metrics provide a lot of information to help you make good choices. If you know what the numbers mean and how to read them correctly, the data will help you. For example, proper click-through rates, low bounce rates, and high conversions are essential to email marketing success.

 

 

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Six Secrets to Creating the Perfect Email Funnels

Email marketing has by far one of the largest returns on investment compared to other forms of marketing. However, that doesn’t mean it is straight forward nor will you see results just because you have a campaign set up. Like most things in life, there are important rules to follow to get to success.

 

Here are the six secrets to creating a powerful email marketing funnel:

 

Lead With Your Goals in Mind

Better Goal Setting Tips for Maximum Productivity

Before you develop any content, you need to know what your marketing goals are. For example, do you need more exposure to increase your sales, or are you hoping to educate your audience more? As you can see, these are important questions, so you know exactly what type of information you need to create and how to develop the right call-to-action to see proper results.

 

Add Readers to Multiple Sequences and Segments

Remember, many of your readers will be on different journeys. Some will be brand new, and others will be avid users of your products. Meaning they shouldn’t be on the same email sequences or segments. Likewise, if you have multiple products, they may not all be interested, making segmentation important. Welcome emails, abandon carts, or re-engagement emails are a few different examples.

 

Keep Your Content Funnels Varied

In other words, don’t just sell to your readers. Make sure there is a mix of value, promotional and fun. If every email you send to your readers encourages them to buy something, for example, your audience is more likely to be turned off and eventually unsubscribe to your email campaign.

 

The best policy is to lead with generosity. You don’t need to make a sale after every email you send. Providing value without anything in monetary return is often time the best way to see success. This is what establishes your credibility, trust, and awareness as a brand that eventually works together in return on profits.

 

Take Advantage of Your Titles

Titles are the most important part of the funnel. Sure, you need their email address; however, just because you have it, doesn’t mean they will read it. So you still need to work to capture their attention. In fact, you will want to create more than one and then test them on different readers.

 

Test Your Funnels

Nearly 47% of marketers, in a HubSpot “Ultimate List of Marketing Statistics for 2021” report stated, that they test different titles to see which ones perform the best. Some key aspects to keep in mind when developing your titles include clarity, urgency, curiosity, and relevance. In other words, make sure they know what they will get but don’t give too much away. Then be sure the copy or email you present to them satisfies the expectations of the title.

 

Focus on Retention

You got the sale, but that doesn’t mean the work is over. You must further nurture and inspire your customers to keep them interesting and to come back. One sale won’t lead to sustainability.

 

Be sure you get the results you need from your email marketing campaign by following these six secrets to creating a powerful email marketing funnel. As long as you have the secrets and take action, you will see the results in no time.

 

 

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Email Funnel Red Flags to Take Notice Of

To perfect your email marketing funnels, you need to be aware of certain factors that hinder your success. Many red flags are obvious if you just know where to look. Thankfully these red flags have plenty of solutions to them as well.

 

Here are five common email funnel red flags to take notice of in order to see proper conversions:

 

Low Open Rate

While this is not a metric you usually want to use on its own, a low open rate at least indicates that your subscribers are not reading the content. Meaning your deliverability could also be low, the titles don’t spike their interest, or you are simply sending them at the wrong time.

 

However, a high open-rate will not always translate to success, so you should always track other metrics to measure your results more accurately—for example, a high open-rate with a low click-through rate.

 

High Open Rate with Low Click-Through Rate

This means you are on the right track as your readers are interested, but something about the product you are advertising is off. Maybe the price is too high, or it doesn’t actually solve their problem.

 

High Click-Through Rate with Low Conversions

Again, this can be associated with the same problem presented above. The readers are clearly enjoying the content as they click through; however, you cannot make the final conversion. This could indicate a disconnect in your landing page from your email. Your email had enough detail to persuade them to click on the landing page; however, the expectations were not set. Be sure you don’t have any misleading discounts and that your email and landing pages have similar expectations.

 

High Unsubscribe Rate

This can happen for a couple of common reasons. First, you are either marketing your opt-in copy or forms to the wrong people, sending out too many emails, or are developing copy that is not compelling enough or too spam-like for your audience.

 

A great way to solve this is to keep your sequences and segmentations short and direct. Don’t send emails too often. If you know your target audience well, including how you can help them, you can develop the right content, products, and services to prevent a high unsubscribe rate. Usually, unsubscribe rate is not a problem if you start with your buyer personas in mind.

 

Varying Unsubscribe Rates Per Sequence

Some email sequences may be too long, short, or seen as spam. Some customers may end up in the wrong sequence, too, leading to them unsubscribe. Meaning you should be sure most of your readers are in more than one sequence.

 

Keep these red flags in mind to know where to improve your email marketing content when a problem arises. Successful email marketing will always require consistent reviewing and updating.

 

 

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Four Easy Steps to Creating a High-Converting Email Funnel

Crafting the right Email funnels is an important marketing strategy to understand if you want to maximize your profits and better communicate and engage with your target audience. While it may be hard to believe, email marketing still outperforms social media by nearly forty percent more. Not only does email marketing generate more revenue, but it is also more productive as it is three times faster.

 

Here are the four easy steps to creating a high-converting email marketing funnel:

 

Step One: Lead Generation

The most crucial step to creating a high-converting email funnel includes your brand awareness and lead generation. Next, you need to create an acquisition process that draws in your target audience. This consists of an opt-in form and incentive to get their information and start them down the email funnel. Once they are opt-in, they can then be segmented as a new subscriber and receive welcome content and other further information.

 

Step Two: Nurture Content

The next step is to further build their interest with lead nurturing content. Content that teaches them about the products or services and has less to do with promotions. Lead nurturing is about building a stronger relationship with your customers to keep them around long-term. It allows you to learn your audience better and form a deeper connection to craft engaging content and leads to more action.

 

Step Three: Content Persuasion

Once strong relationships are built with your readers, you want to persuade them further to make a certain decision. This is where the promotional content begins to flow or stream into your sequences to convince your readers to make a purchase and become loyal customers. Be sure you always include an easy and obvious call-to-action, so your audience knows what to do. Your click-through rate depends on it.

 

Step Four: Engage and Follow Up

Nurturing your leads never stops. The step keeps going as is required to keep their interest and see more conversions. Even after your readers purchase, you want to follow up with them and keep them engaged. Send thank you emails and invite them to other groups or platforms that teach them how to use your products or services even better. The more places and ways you can keep your audience engaged, the better and fewer chances for them to unsubscribe or become disinterested.

HBA Funnel Builder…

Following these steps ensures you have everything you need to create high-converting email funnels. A great marketing strategy to learn to get the highest return on your investment that costs little to nothing to get started.

 

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How Powerful Are Email Funnels?

Email funnels are a set or series of marketing materials that inspire your audience to do something—most of the time in the form of a purchase or to benefit your company in some way. Your emails provide value that persuades your audience to purchase your products, follow your social media pages or become a loyal audience and customer.

 

At the start of every email, the funnel includes an opt-in that gets your audience’s attention and trust in exchange for their email address. Then once you grab their information, you can start going down the email marketing funnel through well-timed and targeted emails. These emails should be full of information to establish your authority and trust further.

 

Then you can lead your readers right out of the funnel to your landing page to hopefully turn them into brand-new customers. Lastly, the funnel repeats, or the reader is thrown into a new funnel to further continue the process in the hopes of a repeat purchase. The email marketing funnel never truly ends, as you should always be nurturing your readers and create new and interesting sequences to establish their loyalty.

 

As you can probably tell by now, email funnels are powerful because:

 

They Solve a Problem

Your audience is readers because you provide some value for them. You solve a problem in the form of entertainment, education, comedy, or more. It all depends on your niche and why you are starting an email funnel campaign in the first place.

 

They Are Personal

While you may be sending the same email to many readers, that is not how they see it. It goes directly into their personal email, and frequently they are reading it alone. Even better, it is personalized to them. Making them feel special, important, and connected with your brand. Allowing you to provide more value and then more easily convert them into paying customers.

 

They Create Brand Awareness, Trust, and Credibility

Emails are another great way to provide your audience education and resources, further increasing your industry’s brand awareness, trust, and credibility. The more you communicate to your audience, the more they get to know you and trust your authority, especially through quality content that solves a problem.

As you can see, if you want to build a loyal audience while turning them into paying customers, then email marketing funnels are a must. In fact, if you are not convinced yet, then it’s important to let you know that many businesses often see a return of forty-eight dollars for every one dollar they spend on email marketing — making it by far one of the most affordable and easiest ways to market and boost your sales.

Work On Your Funnel Each Week And Continue To Branch Out

 

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Top Influencer Marketing Mistakes to Avoid

10 Content Marketing Tips for Email Marketing Success

As you get started engaging in influencer marketing, whether you are the influencer or hiring influencers, you want to avoid making mistakes. Remember that others have gone before you and succeeded. All you have to do is follow their path, and you’ll be successful too.

 

  • Focusing on Reach Over Impact – While you do want the influencers you choose to have an active and engaged audience, you don’t need them to have million-plus followers for the campaign to be effective. In fact, having a smaller audience can indicate a better return on investment due to the higher engagement smaller influencers enjoy.

 

  • Not Providing Influencers the Right Information – What information does the user really need to make a buying choice? Look at everything you do from the buyer’s perspective and where they are in the journey but, at the same time, consider the influencer and what info they need to make decisions about the direction of the content they produce.

 

  • Not Allowing the Influencer to Showcase Their Creativity – The worst thing you can do when you contract with an influencer is micromanaging them to the point that they cannot be creative. You do want to provide some guidelines of what to avoid, but you don’t need to tell them everything to do.

 

  • Not Being Product Focused – The product is what you want to promote, so if the influencers you choose don’t focus on the product and what it does for the viewer, it’ll be hard for the audience to make a buying choice.

 

  • Having Unrealistic Expectations – If you’ve never run an influencer campaign before keeping your expectations realistic by realistically looking at the numbers. Set your goals using the SMART goal technique so that your goals are specific, measurable, attainable, realistic, and timely.

 

  • Choosing The Wrong Influencers – Don’t just pick anyone to promote your brand. Instead, pick someone who already fits your company brand in voice, personality, principles, morals, and values.

 

  • Rushing a Launch Campaign – Don’t just launch an influencer campaign without being ready. If it works and you get a lot of traffic from it, you need to be totally prepared for the impact on your business so you can serve your audience better.

 

  • Not Expanding Across Platforms – You want to be on all the platforms your audience is responsive to. You don’t have to personally have an account on these platforms to work with influencers successfully.

 

  • Not Following Up – When you work with an influencer, you always want to debrief when a campaign is over so you know what can be improved next time. In addition, if you gained new followers, you need to be prepared to communicate with them.

 

  • Not Serving Your New Customers Well – If an influencer sends new customers your way, you must serve them and take care of them well. No one wants to turn their customers over to someone who mistreats them.

 

As you go forward with your influencer marketing campaigns, keep these tips in mind. You want to be as authentic as possible while also serving your audience in new ways, and influencer marketing can help you achieve more faster than you may have ever experienced.