Tag: Funnel builder

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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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What To Look for During an Email Funnel Audit

Stop neglecting your email funnels. Just because you have them automated doesn’t mean they will be successful. You need to add an auditing process to your email marketing campaign schedule to ensure the work and content you are creating is designed to maximize your success.

 

Here’s what to look for during an email funnel audit:

 

Goals and Value

The first places to review are your goals and value as a brand. Make sure your marketing goals align with the value you provide to your target audience and overall message as a brand. Starting with your goal is how you develop cohesive content that achieves results. It also ensures you understand your target audience and how you provide value to them. Next, write down these goals as you go along the auditing process to ensure that each part of the campaign matches and achieves them.

 

Abnormal Metrics

The four key metrics to keep track of are open rate, click-through rate, bounce rate, and return on investment. These numbers can give you an understanding of where to improve your content. For example, if you have a high open-rate but low click-through rate and your readers are not unsubscribing, you know that your titles are working, but there is a disconnect between the call-to-action, objective, and email content.

 

Email Flow and Segmentation Organization

Another area to review is the structure of how your content is sent and how your subscribers are organized. For example, each subscriber should be in more than one segment or email sequence to better increase your conversions and communication with that reader.

 

You will also want to take a moment to review this list to weed out any inactive subscribers and make sure they are in the appropriate segment. Lastly, you want to ensure there are not too many emails in each sequence and that they are organized to match your email marketing goals.

 

Content Value and Quality

Finally, and most importantly, is the evaluation of all your content within the email campaign. First, you need to make sure each email is organized and achieves the goals you were set out to do. Then look to make sure the email infrastructure has everything required as well. Some questions to answer when reviewing the quality of your content are:

 

  • Does it align with your marketing goals and company values?
  • Do they each have one call to action? Are they clear, obvious, and organized?
  • Are your messages and call-to-actions consistent throughout the entire funnel?
  • Are they personalized to your readers and the buyers’ stage they are on?
  • Do the titles hook or grab your attention?

 

As you can see, evaluating every process of your email marketing campaign is key to running a successful audit. Each must work together to successfully persuade or guide your audience into becoming a loyal subscriber or paying customer.

How to Easily Crank out Content Daily

 

 

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The Four Benefits to Conducting Email Marketing Audits

Email marketing audits are about reviewing everything it takes to create your email marketing campaign, from developing your goals to reviewing your content creation process and comparing them to your current metrics. It also includes identifying your strengths and weaknesses to build an actionable plan to improve your conversions and better connection with your audience through email marketing.

 

The following are four important benefits to conducting email marketing audits:

 

To Improve ROI

Return on investment (ROI) is the most important metric when keeping track of any marketing strategy. If your return is low or less than what you put in, it is not worth your time or investment. Meaning adopting strategies that provide a high return on investment are where you should spend most of your time. For example, email marketing is the top priority as it converts more sales than social media and gives you as much as forty-eight dollars back for every one dollar you spend.

 How to Easily Crank out Content Daily

To Identify Winning Content or Strengths

Knowing your brand’s strengths and weaknesses is crucial to improving your content, nurturing your relationship, and engagement with your readers. Your weaknesses are red flags or indicators that tell you what you need to do to better engage and connect with your audience, and your strengths can be used to improve them. If you know what you are good at, you can better use it to your advantage.

 

To Highlight Marketing Holes or Weaknesses

Highlighting your weaknesses easily is a strength within itself and vital to running a successful business. Of course, business is never perfect; it is a roller coaster that requires constant evaluation and improvement to keep up the speed and stay on track. However, if you know exactly what to fix, you can develop a better plan that directs it straight to success.

 

To Optimize Your Company Mission and Values 

A valuable benefit of email marketing includes spreading brand awareness, authority, and credibility. Three factors are needed to convert your readers into loyal customers. First, through email auditing, you can keep this message more consistent and ensure you provide the value your readers expect while also ensuring your trust throughout the process. The more your readers trust you and value your authority, the more likely they are to make a purchase and become loyal followers.

 

These benefits show that you are likely to fail if you don’t perform an email marketing audit and are only wasting your time and effort by skipping over steps. Instead, you must continuously track your results and commit to improving and understanding your audience to successfully and fully optimize your email marketing campaign.

 

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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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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.

 

 

 

 

 

 

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How to Repurpose Your Influencer Marketing Content

When you work hard paying for and contracting with an influencer to create content for you and market your services and offers, it would be a shame not to get all you can out. However, the best way to get the most out of any content you create is to repurpose it into new forms and types.

 

Testimonials

 

When you collect a testimonial, you can use it within other content that you create, and you can also grab testimonials out of separate content. For example, if you contract with an influencer to review a product and their review is positive, you can add that review to your testimonial page. You can even change the format of it by transcribing video or turning text-based content into memes or videos.

 

E-mail or Newsletter Campaigns

 

Any content you create for your newsletters and campaigns that can be reused in other areas is a game to repurpose too. You can take parts of your newsletter or campaign and add that content into something else. For example, you can add a how-to video to your newsletter by transcribing it and linking to it. You can also grab an e-mail you created and turn it into a video.

 

Guest or Blog Posts

 

One of the most adaptable and useful types of content is your guest or blog post content. If you accept guest posts, you can use that guest post in other ways if your contract says so, such as sending it in your newsletter, adding it to a book, or making it part of your membership site.

 

Live Events

 

Live events are always great fodder for more content creation. You can capture video testimonials at the live events, transcribe them for your website testimonial page or use the info to produce a new blog post idea. Set up an event hashtag to help organize all the content you can use later.

 

Social Media Ads

 

When you create an advertisement for social media, it can be used elsewhere as free content and information to your audience. The ad is good on its own, but there is no reason to keep that content in the advertisement. Instead, spread it around to your blog, to your website, to your videos, and more.

 

Video

 

All videos can be repurposed and used again. For example, you can reorganize the footage you shot, or you can transcribe it and manipulate it in other places such as your blog, within a book, or as part of a webinar.

How to Easily Crank out Content Daily

Remember that you can also repurpose content you created for YouTube to put on other platforms too. You don’t have to use the content you make only on one platform; you can tweak it and use it wherever you want to as long as it does not go against your agreements with other collaborators.

 

 

 

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Four Influencer Marketing Myths Destroying Your Results

If you’ve been worried up until now about getting involved with influencer marketing, let me reassure you. There is no reason you can’t incorporate influencer marketing into your overall marketing plan regardless of your reach or budget.

 

Here are four influencer marketing myths stalling your results and hindering your ability to run and create a powerful influencer campaign:

 

You Must Have a Large Budget to Be Successful

Why Influencer Marketing Works

Unless you want to work with a mega influencer, you don’t need a large budget to get started or see results. A big budget doesn’t necessarily correlate to a successful influencer campaign. Choosing the right influencer with your specific and targeted goals in mind does.

 

Nano and Micro-Influencers Don’t Bring Conversions

 

Actually, nano and micro-influencers often have higher engagement rates. Virtually 22% higher than mega and macro-influencers. You may generate better results using smaller influencers than large ones.

 

High Popularity Means Instant Exposure and Success

 

The size of an influencer audience does not instantly equal success. Using audience size as your only or main factor to contract them is a major mistake. You should never discount influencers with lower audience totals as they can have a higher engagement rate than those with millions of followers. An audience can be bought, but engagement, the metric that matters most to your return on investment, is harder to fake.

 

Reach is More Important Than Relevant or Quality Content Creation

 

You must have relevant and quality content together to run a successful campaign. Again, just because an influencer has a high audience does not mean you will gain the same amount of reach.

 

Influencers that make the best impact create content their audience needs and wants. Meaning who they partner with should always be relevant, or they will likely ignore it. Their audience could also feel deceived or feel the partnership is ingenuine, further hurting your results.

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Seven Influencer Marketing Campaign Types to Know About

When it comes to influencer campaigns, there are several types that you need to know about. Most people do a combination of these in order to help get the word out about their products and services. Mix and match as needed to develop a fun and effective influencer marketing campaign that works for your needs and the influencer’s needs.

 

The following are seven popular influencer marketing campaign types to learn:

 

  • Sponsored Content – With sponsored content, you simply pay the influencer to create a post, a video, or both that works to promote your product or service. The influencer will reveal to your audience up front that it’s a sponsored post. Depending on the rest of the deal, you can get a sponsored post starting at about 50 bucks and on up.

 

  • Reviews – One way to have an influencer recommend your product is by asking them to do an honest assessment of it. At the same time, they will provide an honest review. You usually pay a set fee for the review and offer a percentage of sales for their unique link.

 

  • Giveaways – You can also give the influencer a free product to give away to their audience as a way to boost your own sales. Usually, they’ll provide a review plus do the giveaway and have a link to those who want to buy.

 

  • Guest Blogs or Collaborations – Working with several influencers or doing a guest blog on an influencer’s website or channel, if you’re also a vlogger or blogger, is also a great way to use an influencer’s audience versa.

 

  • Platform Takeovers – Some people give the influencer the ability to take over their own platform to get the word out.

 

  • Product Seeding – Having an influencer simply wear your t-shirt, use your product, or otherwise show themselves using it without talking about it is product seeding. Again, you’re most familiar with this happening in tv shows.

The Keys to A Successful Influencer Marketing Budget

  • Ambassadors and Affiliates – Working with influencers as ambassadors and affiliates is a great way to work with them, too, because you won’t have to pay them until they make a sale with this method.

 

There are a variety of types of influencer marketing campaigns. The above are some ideas to try for helping you get the word out about your products and services.