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Get the best from your emails - a step by step guide

Writer's picture: Andy WoodAndy Wood

Updated: Jan 28




Did you know that 85% of email users in the UK actively send and receive emails weekly and almost every email user checks their non work emails daily?

Grabbing hold of this engagement is the Golden Goose for most marketers.   


Email is a great form of marketing driving brand engagement and conversion metrics … this week's blog is “A Step-by-Step Guide to Crafting the Perfect Email Funnel” will help make your email campaigns more successful and efficient with automation.


Start with a Clear Goal

Every email funnel should have a single purpose: converting subscribers into customers, upselling a product, or retaining existing clients.


Ask yourself:

What action do I want my audience to take by the end of the sequence of emails in the programme?

What are my key measures of success (delivery, opens, clicks, purchases)?

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Build a Value-Packed Lead Magnet

Your funnel starts with a reason for people to sign up. A lead magnet is your hook.  Achieve those email sign ups by trialling:


  • First time discount codes, value added options (free gift) and free trials

  • Free eBooks or guides

  • Webinars or exclusive content


Pro Tip: Make sure your lead magnet aligns with your ultimate offer.

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Welcome Your New subscribers

The first email sets the tone. Don’t go straight for the hard sell—build a relationship.  With more than 8 out of 10 people opening a Welcome email: this is your chance to grab and keep their attention. 


What to include in your welcome email:

  • A warm introduction to your brand and its values

  • A thank-you for subscribing and delivering the lead magnet

  • A hint of what’s coming next


    An easy guide to getting the best from your email campaigns

Example: "Hi [Name], welcome to [Brand]! Here’s your free [Lead Magnet]. Stay tuned for tips on how to [solve their problem]."  Make sure you use multimedia formats: images and videos have been shown to increase engagement and improve those KPIs

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Nurture with Value

Your next few emails should focus on solving your audience’s pain points and positioning your product and brand as the solution.


Structure your emails like this:

  • Email 2: Solve a Problem: Address a common pain point and provide a quick tip or resource.

  • Email 3: Share Insights : Showcase a success story or testimonial.

  • Email 4: Quick tips : Educate on why your solution works, backed by social proof or stats.

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Introduce the Offer

Now that you’ve warmed up your leads, it’s time to focus your product or service.


Key components of the offer email:

  • A clear, compelling value proposition

  • Limited-time urgency (e.g., discounts or bonuses)

  • A strong call-to-action (CTA)

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Follow Up

Not everyone will convert immediately—and that’s okay. Follow up with reminders and additional value.


Tips for follow-up emails:

  • Address objections directly (e.g., cost, timing, trust).

  • Offer a “last chance” email for limited-time offers.

  • Use personalisation to re-engage (e.g., “Hi [Name], I noticed you haven’t…”).

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Test and Optimise

No email funnel is perfect on the first try. Use data to refine.


What to test:

  • Subject lines (impact open rates)

  • CTAs (impact click-through rates)

  • Timing and frequency of emails


Pro Tip: Monitor your metrics (e.g., open rates, click-through rates, conversions) and tweak as needed.  Look at the landing page performance as well as the email metrics: what are the campaign visitors looking at, for how long and where else do they visit on the website.

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💡 Remember: An email funnel isn’t just a sales tool—it’s a relationship-building journey.

By providing consistent value and guiding your audience step-by-step, you’ll convert subscribers into loyal customers.


What’s your biggest challenge in building email funnels and using automation? Let me know in the comments—I’d be happy to help! 🚀


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