{"id":54422,"date":"2024-10-17T08:03:00","date_gmt":"2024-10-17T12:03:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=54422"},"modified":"2025-11-14T13:09:10","modified_gmt":"2025-11-14T18:09:10","slug":"how-to-keep-email-marketing-funnel-engaged","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged","title":{"rendered":"From Clicks to Conversions: How to Optimize Your Email Funnel"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_daf11b40c18de168be2395ab2ec0fa5e\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p><span style=\"font-weight: 400;\">Email marketing delivers a strong <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/email-marketing-roi\"><span style=\"font-weight: 400;\">return on investment (ROI)<\/span><\/a><span style=\"font-weight: 400;\">, boasting an impressive <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/infographic-the-roi-of-email-marketing\"><span style=\"font-weight: 400;\">36:1 ROI<\/span><\/a><span style=\"font-weight: 400;\"> compared to other marketing channels. But what if your email strategy could guide subscribers from their initial interest in signing up for your newsletter, all the way to becoming loyal, repeat customers?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s where the email marketing funnel comes in\u2014a framework that supports subscribers through <\/span><i><span style=\"font-weight: 400;\">every<\/span><\/i><span style=\"font-weight: 400;\"> stage of the customer journey, which doesn\u2019t stop once you\u2019ve earned their business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this blog, we\u2019ll explore how to optimize your email funnel to turn subscribers into lasting connections and loyal advocates:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#what\"><span style=\"font-weight: 400;\">What is an email marketing funnel?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#anatomy\"><span style=\"font-weight: 400;\">Anatomy of a modern email marketing funnel<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#build\"><span style=\"font-weight: 400;\">How to build an email funnel<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"#examples\"><span style=\"font-weight: 400;\">Industry-specific email funnels &amp; examples<\/span><\/a><\/li>\n<\/ul>\n<h2 id=\"what\"><span style=\"font-weight: 400;\">What is an email marketing funnel?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">An email marketing funnel guides subscribers through the <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-personalize-throughout-the-email-customer-journey\"><span style=\"font-weight: 400;\">email customer journey<\/span><\/a><span style=\"font-weight: 400;\">\u2014from prospective leads to loyal customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It charts the path from the buyer&#8217;s journey to the broader customer experience, where they grow into repeat buyers and ultimately loyal advocates, using email as a primary touchpoint.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You might be wondering: isn\u2019t email merely a reflection of a single conversion point in the marketing funnel? It\u2019s much more than that: email reflects the entire marketing funnel.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Email is a full-funnel experience<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Email marketing operates as a complete funnel for activity, engagement, and trust-building at every stage of the buyer&#8217;s journey. It requires diverse programs and optimization strategies, such as engaging your top-of-funnel<\/span><span style=\"font-weight: 400;\"> (ToFu) <\/span><span style=\"font-weight: 400;\">audience then guiding them into higher-intent segments.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What sets it apart from other channels (like social media, paid ad, or SEO) is its inherently permission-based nature; subscribers have actively chosen to hear from you by raising their hands and subscribing to your email list.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/marketingscience.info\/the-955-rule-is-the-new-6040-rule\/#:~:text=Such%20is%20the%20conclusion%20of,for%20months%20or%20even%20years.\"><span style=\"font-weight: 400;\">The Ehrenberg-Bass Institute\u2019s 95 to 5 rule<\/span><\/a><span style=\"font-weight: 400;\">, 95% of your audience isn\u2019t in a buying cycle right now, but they will be &#8220;in-market&#8221; in the future. This highlights the importance of nurturing your audience through the customer journey.<\/span><\/p>\n<figure class=\"row p-5 my-5 background-light-gray rounded-5\">\n<blockquote class=\"blockquote\"><p>&#8220;This ties back to the idea of email being a <strong>full-funnel experience<\/strong>, fostering intimacy with your audience and focusing on brand awareness.<\/p>\n<p>Building relationships through email requires looking at <strong>multiple events over time<\/strong>, as customer journeys can take years to develop, not just weeks or months. Email is essential for brands and organizations to stay in touch and nurture their audience throughout this journey.&#8221;<\/blockquote><figcaption class=\"blockquote-footer\">Jaina Mistry, Director, Brand and Content Marketing via <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.youtube.com\/watch?v=QBm7jJInKYg\" target=\"_blank\" rel=\"noopener\">72% of Digital Teams Don\u2019t Know Their Email Marketing ROI. Does That Matter?<\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Email consistently ranks as the most powerful channel in our State of Email surveys, and <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email-innovations\"><span style=\"font-weight: 400;\">this year was no exception<\/span><\/a><span style=\"font-weight: 400;\">. Yet, 72% of marketers don&#8217;t know their <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/infographic-the-roi-of-email-marketing\"><span style=\"font-weight: 400;\">email marketing ROI<\/span><\/a><span style=\"font-weight: 400;\">, despite a strong majority considering (52%) it their most effective channel. So, what metrics are they using?<\/span><\/p>\n<h2 id=\"anatomy\"><span style=\"font-weight: 400;\">Anatomy of a modern email marketing funnel<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The marketing funnel has gone through many iterations since it <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/ortto.com\/learn\/marketing-funnel-explained\/\"><span style=\"font-weight: 400;\">first came into fruition in 1924<\/span><\/a><span style=\"font-weight: 400;\">. Overtime, new layers and concepts were introduced as modern businesses began recognizing the importance of customer lifetime value\u2014like the buyer\u2019s journey and the customer experience funnel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today, the email marketing funnel encompasses <\/span><i><span style=\"font-weight: 400;\">much more<\/span><\/i><span style=\"font-weight: 400;\"> than the initial sale: it reflects every stage of the customer journey, using email as a vital touchpoint to nurture advocacy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Retaining customers and fostering their loyalty are essential components of the email funnel. Unlike a traditional marketing funnel that begins with awareness through more ToFu channels like social media and SEO, the email marketing funnel kicks off only after a prospect has subscribed to your brand. In other words, it starts once they&#8217;ve opted into your mailing list.<\/span><\/p>\n<figure id=\"attachment_104708\" aria-describedby=\"caption-attachment-104708\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-104708\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/ma.png\" alt=\"The anatomy of a modern email marketing funnel\" width=\"1200\" height=\"1200\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/ma.png 1200w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/ma-300x300.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/ma-1024x1024.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/ma-150x150.png 150w, https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/ma-768x768.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><figcaption id=\"caption-attachment-104708\" class=\"wp-caption-text\">The anatomy of a modern email marketing funnel<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">The goals for each stage of the email funnel will look like the following:<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><strong>Awareness<\/strong><b>. <\/b><span style=\"font-weight: 400;\">Introduce new subscribers and potential customers to your brand, product, or service through your email marketing campaigns.<\/span><\/li>\n<li aria-level=\"1\"><strong>Engagement<\/strong><b>. <\/b><span style=\"font-weight: 400;\">Encourage subscribers to interact with your emails by sending valuable content.<\/span><\/li>\n<li aria-level=\"1\"><strong>Consideration<\/strong><b>. <\/b><span style=\"font-weight: 400;\">Provide information that guides subscribers in considering your product or service through your emails.<\/span><\/li>\n<li aria-level=\"1\"><strong>Conversion<\/strong><b>. <\/b><span style=\"font-weight: 400;\">Drive subscribers to take action in your email marketing campaigns, such as purchasing a product or service.<\/span><\/li>\n<li aria-level=\"1\"><strong>Onboarding<\/strong><b>. <\/b><span style=\"font-weight: 400;\">Ensure new customers maximize their experience with smooth onboarding (which can take form as an automated onboarding series).<\/span><\/li>\n<li aria-level=\"1\"><strong>Retention<\/strong><b>. <\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Keep customers engaged and satisfied, encouraging repeat business through a series of email campaigns for this specific segment of your subscribers.<\/span><\/span><\/li>\n<li aria-level=\"1\"><strong>Loyalty\/advocacy<\/strong><b>. <\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Turn satisfied customers into brand advocates by keeping the two-way communication alive through email.<\/span><\/span><\/li>\n<li aria-level=\"1\"><strong>Reactivation\/win-back<\/strong><b>. <\/b><span style=\"font-weight: 400;\">Re-engage inactive customers and bring them back into the customer lifecycle, using email as a key touch point.<\/span><\/li>\n<\/ul>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_7974f9ff22ea1c2cfc1663b1e0276729\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>Popular email trends vs. trends that matter<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Get the data, insights, and trends you need from nearly 1,000 marketers to future-proof your email program from The State of Email in Lifecycle Marketing.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email-lifecycle-marketing\">\n\t\t\t\t\t\tGet the report\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_940e3ce63db6545a1cb13cbede3ad798\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h2 id=\"build\"><span style=\"font-weight: 400;\">How to build an email funnel<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Each stage of the funnel serves a unique purpose, helping to nurture relationships, drive conversions, and ultimately build customers for life. Let\u2019s break down each stage of the email marketing funnel with examples of what engaging content can look like at each stage.<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#awareness\"><strong>Awareness:<\/strong> <span style=\"font-weight: 400;\">welcome emails, newsletters, and educational content<\/span><\/a><\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#engagement\"><strong>Engagement:<\/strong> <span style=\"font-weight: 400;\">personalized content and more educational content<\/span><\/a><\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#consideration\"><strong>Consideration:<\/strong> <span style=\"font-weight: 400;\">product demos, case studies\/testimonials, comparison guides, customer reviews<\/span><\/a><\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#activation-conversion\"><strong>Conversion:<\/strong> <span style=\"font-weight: 400;\">offers, product launches, cart abandonment emails<\/span><\/a><\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#onboarding\"><strong>Onboarding:<\/strong> <span style=\"font-weight: 400;\">onboarding email series<\/span><\/a><\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#retention\"><strong>Retention:<\/strong> <span style=\"font-weight: 400;\">post-purchase drip campaigns, product recommendations, loyalty programs, milestone emails, anniversary and birthday emails<\/span><\/a><\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#advocacy\"><strong>Advocacy:<\/strong> <span style=\"font-weight: 400;\">referral program, collecting feedback, resources<\/span><\/a><\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" href=\"#reactivation-winback\"><strong>Reactivation\/win-back<\/strong><b>: <\/b><span style=\"font-weight: 400;\">win-back campaigns<\/span><\/a><\/li>\n<\/ul>\n<h3 id=\"awareness\"><strong>Awareness stage<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> the start of the email funnel<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">So, a subscriber has recently joined your email list\u2014awesome! Perhaps they\u2019ve joined your list from a lead magnet on your website or a landing page from an ad running on your social media channels. Either way, since email is a permission-based channel, you&#8217;re starting with a leg up.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Subscribers fill in opt-in forms because they <\/span><i><span style=\"font-weight: 400;\">want<\/span><\/i><span style=\"font-weight: 400;\"> to hear from you, meaning they&#8217;ve given you explicit consent to receive marketing emails from you. In the <\/span><i><span style=\"font-weight: 400;\">awareness stage<\/span><\/i><span style=\"font-weight: 400;\">\u2014the very first stage of the <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/9-tips-to-optimize-your-subscriber-journey\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">subscriber journey<\/span><\/a><span style=\"font-weight: 400;\">\u2014your goal is to introduce your brand and start <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/are-you-investing-in-or-spending-your-email-subscribers-trust\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">building trust<\/span><\/a><span style=\"font-weight: 400;\"> (vs. a hard sell).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What do <\/span><i><span style=\"font-weight: 400;\">awareness stage <\/span><\/i><span style=\"font-weight: 400;\">emails look like? They can take form in the following ways:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Educational content:<\/b><span style=\"font-weight: 400;\"> emails featuring blog posts, reports, guides, or videos that address customer pain points and provide valuable insights.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/newsletter-best-practices\" target=\"_blank\" rel=\"noopener\"><b>Newsletters<\/b><\/a><span style=\"font-weight: 400;\">: regularly scheduled emails that highlight your expertise, share industry news, and offer resources or helpful tips.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/welcome-email-onboarding-tips\" target=\"_blank\" rel=\"noopener\"><b>Welcome emails<\/b><\/a><b>:<\/b><span style=\"font-weight: 400;\"> sent to new subscribers who have shown interest in your brand, offering a warm introduction and a \u201cthank you\u201d for joining (e.g. a special welcome offer\u2014like a discount on the first purchase or free shipping). This can look like a series of emails or a single email.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Consider incorporating these tactics and strategies into your emails during the awareness phase:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Share your &#8220;why.&#8221;<\/b><span style=\"font-weight: 400;\"> Highlight your company mission and values, demonstrating how your product or service addresses subscriber pain points.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Set subscriber preferences. <\/b><span style=\"font-weight: 400;\">Use this opportunity to establish what types of content your subscribers are interested in and how often they want to hear from you. This approach not only enhances their experience but also provides valuable zero-party data\u2014a win-win!<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Capture <\/b><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-for-first-party-data\" target=\"_blank\" rel=\"noopener\"><b>first-party data<\/b><\/a><b>.<\/b><span style=\"font-weight: 400;\"> Use <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-litmus-uses-live-polls\"><span style=\"font-weight: 400;\">live polls<\/span><\/a><span style=\"font-weight: 400;\"> to gather insights on interests to help you learn more about their preferences, while also giving subscribers a chance to share their voice.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/supergoop.com\/\" target=\"_blank\" rel=\"noopener\">Supergoop<\/a> sends a warm welcome to <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/the-ultimate-newsletter-toolkit\" target=\"_blank\" rel=\"noopener\">newsletter<\/a> subscribers with a letter from their CEO with a nod to their company mission \u201chelp change the way the world thinks about sunscreen,\u201d along with a discount:<\/span><\/p>\n<figure style=\"width: 553px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/supergoop-welcome-email.png\" alt=\"Supergoop email example\" width=\"553\" height=\"1329\" \/><figcaption class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-the-bright-side\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/figcaption><\/figure>\n<figure class=\"row p-5 my-5 background-light-gray rounded-5\">\n<blockquote class=\"blockquote\"><p>&#8220;<span style=\"font-weight: 400;\">There are two things I love about Supergoop\u2019s initial newsletter email\u2014the personal welcome and the information about what\u2019s to come. Being able to put a face to the brand and <\/span><i><span style=\"font-weight: 400;\">why<\/span><\/i><span style=\"font-weight: 400;\"> the CEO believes in the company makes it easier to connect. It\u2019s also nice that they give a preview of the type of content they send so subscribers know what to look out for.<\/span><span style=\"font-size: 1.625rem; text-align: var(--bs-body-text-align);\">&#8220;<\/span><\/blockquote><figcaption class=\"blockquote-footer\"><a rel=\"noopener\" target=\"_blank\" href=\"http:\/\/www.stephknapp.com\/\" target=\"_blank\" rel=\"noopener\">Steph Knapp<\/a>, Freelance Content Writer for SaaS and B2B companies<\/figcaption><\/figure>\n<h3 id=\"engagement\"><strong>Engagement stage<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> encourage interaction with valuable content<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Once subscribers have warmed up to your brand in the <\/span><i><span style=\"font-weight: 400;\">awareness stage,<\/span><\/i><span style=\"font-weight: 400;\"> it\u2019s time for the next step of the email funnel: the <\/span><i><span style=\"font-weight: 400;\">engagement stage<\/span><\/i><span style=\"font-weight: 400;\">. Here are a few effective strategies to encourage interaction:<\/span><b><\/b><\/p>\n<ul>\n<li aria-level=\"1\"><strong>Include high-value, relevant content.<\/strong> <span style=\"font-weight: 400;\">Share informative and engaging content, such as how-to guides, reports, blog posts, video tutorials, expert interviews, podcasts, or industry insights, that resonate with subscriber\u2019s interests and needs.<\/span><\/li>\n<li aria-level=\"1\"><strong>Personalize content based on data.<\/strong> <span style=\"font-weight: 400;\">Tailor your emails based on subscriber preferences and behaviors (either demographic, inferred, or explicitly shared via zero- or first-party data). This can look like <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/help.litmus.com\/article\/753-litmus-personalize-rule-based-images-guide\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">rule-based images<\/span><\/a><span style=\"font-weight: 400;\"> or content automation by way of <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-templates\/product-recommendation\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">product recommendations<\/span><\/a><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">.<\/span><\/span><\/span><\/li>\n<li aria-level=\"1\"><b>Tap into click-boosting tactics<\/b><span style=\"font-weight: 400;\">. Create a sense of FOMO (fear of missing out) by incorporating Interest Signals (e.g. &#8220;50 shoppers are checking this out!&#8221;). Some Litmus customers have seen a <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/live-polls-and-social-proof.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">116% increase<\/span><\/a><span style=\"font-weight: 400;\"> in click-through rates (CTR) using this approach. Additionally, live polls have proven effective; marketers have reported a <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/customers\/by-lauren-jean\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">53% rise in CTR<\/span><\/a><span style=\"font-weight: 400;\">, with some even <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/customers\/zen-internet\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">doubling their rates<\/span><\/a><span style=\"font-weight: 400;\">!<\/span><\/li>\n<\/ul>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-blue rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Harness the power of email personalization<\/p>\n\t\t\t\t<p>Create 1:1 experiences using email personalization that goes beyond &#8220;Hello, %%first_name%%&#8221; with dynamic content.<\/p>\n\t\t\t\t<button class=\"button-blue download\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/personalized-email\" class=\"text-white text-decoration-none\">Personalize better<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/09\/download-blog-cta-09232024.svg\" width=\"221\" height=\"175\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<h3 id=\"consideration\"><b>Consideration stage: <\/b><span style=\"font-weight: 400;\">showcase and demonstrate your offerings<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Not all subscribers will become customers, but if they\u2019ve made it onto your email list and have been opening and engaging with your series of emails, there\u2019s a higher chance they\u2019ll convert. Once a subscriber enters the<\/span><i><span style=\"font-weight: 400;\"> consideration stage<\/span><\/i><span style=\"font-weight: 400;\">, they transition from being a subscriber to a prospect, providing an opportunity to capture leads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Potential customers are actively evaluating your products or services to determine if they meet their needs. This is your opportunity to provide compelling evidence that sets you apart from the competition. By showcasing the value of your offerings through your email program, you can help guide their decision-making process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some strategies and content ideas to fold into these emails:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Product demos:<\/b><span style=\"font-weight: 400;\"> provide video or interactive demonstrations that show the benefits of your product or services, highlighting their features and benefits.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Case studies\/testimonials:<\/b><span style=\"font-weight: 400;\"> showcase success stories, customer testimonials, case studies, <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/social-proof-in-email\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">social proof<\/span><\/a><span style=\"font-weight: 400;\">, and positive experiences from satisfied customers, building trust and credibility.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Comparison guides:<\/b><span style=\"font-weight: 400;\"> content that compare your offerings with those of competitors, helping customers make informed decisions based on clear advantages.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Behind-the-scenes content:<\/b><span style=\"font-weight: 400;\"> provide a glimpse into your company\u2019s processes, values, or the people behind your products, helping to build trust and connection.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>How-it-works content<\/b><span style=\"font-weight: 400;\">: explain the functionality behind your products or services, addressing common questions and concerns to ease the decision-making process.<\/span><\/li>\n<\/ul>\n<h3 id=\"activation-conversion\"><strong>Conversion stage<\/strong><span style=\"font-weight: 400;\"><strong>:<\/strong> turn leads into customers<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The <\/span><i><span style=\"font-weight: 400;\">conversion stage<\/span><\/i><span style=\"font-weight: 400;\"> of the email marketing funnel comes into play when potential customers are primed to make a purchase or convert. Subscribers are on the brink of decision, and your emails are vital for creating confidence in your product and services\u2014and urgency to convert.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is the moment to leverage your email content to provide that final nudge needed to convert leads into paying customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email communication that works well at the<\/span><i><span style=\"font-weight: 400;\"> conversion stage<\/span><\/i><span style=\"font-weight: 400;\"> of the email funnel includes:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Promotional offers:<\/strong> <span style=\"font-weight: 400;\">send exclusive discounts, limited-time offers, or special promotions to incentivize purchases and create urgency with a clear &#8220;buy now&#8221; message and strong <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/click-tap-and-touch-a-guide-to-cta-best-practices\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">call to action (CTA)<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Free trials\/consultations:<\/strong><span style=\"font-weight: 400;\"> invite prospective customers to experience your product or service at no cost, or offer a consultation to showcase your expertise and make a persuasive sales pitch, including detailed pricing information.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Abandoned cart emails:<\/strong><span style=\"font-weight: 400;\"> reach out to customers who leave items in their shopping carts without completing their purchase, encouraging them to return and finalize their transaction.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">By frequent <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-ab-testing-how-to\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">A\/B email testing<\/span><\/a><span style=\"font-weight: 400;\">, you can significantly improve your conversion rate and maximize the impact of your digital marketing efforts.<\/span><\/p>\n<h3 id=\"onboarding\"><strong>Onboarding stage:<\/strong> <span style=\"font-weight: 400;\">the start of a new relationship<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Congratulations\u2014your subscriber has officially become a customer! Now it&#8217;s time to set the stage for what they can expect moving forward. While this isn\u2019t the first time they\u2019ve heard from you, the onboarding phase is just as crucial as that initial introduction. Your new customers have entered your world, and it\u2019s your job to be a gracious host.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To keep them engaged and foster customer loyalty, they need to see immediate value in what you offer. Your first email in the onboarding series should make a strong impression, highlighting how to get the most out of your product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It doesn\u2019t have to be a series of emails, either. Determine what works best for your brand\u2014a single, comprehensive onboarding email can be just as effective. This onboarding email from <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.getstark.co\/?ref=reallygoodemails\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Stark<\/span><\/a><span style=\"font-weight: 400;\">\u00a0illustrates this effectively:<\/span><\/p>\n<figure id=\"attachment_104305\" aria-describedby=\"caption-attachment-104305\" style=\"width: 545px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\" wp-image-104305\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/welcome-to-stark.png\" alt=\"Stark welcome email\" width=\"545\" height=\"2481\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/welcome-to-stark.png 680w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/welcome-to-stark-66x300.png 66w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/welcome-to-stark-225x1024.png 225w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/welcome-to-stark-450x2048.png 450w\" sizes=\"(max-width: 545px) 100vw, 545px\" \/><figcaption id=\"caption-attachment-104305\" class=\"wp-caption-text\"><span style=\"font-weight: 400;\">Source: <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-stark\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Really Good Emails<\/span><\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">A carefully crafted series of <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/welcome-onboarding-emails\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">onboarding emails<\/span><\/a><span style=\"font-weight: 400;\"> will guide them through their initial experience. The goal is to make it as easy as possible for them to navigate your product or service. This approach is key to enhancing customer retention and ensuring long-term satisfaction.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Onboarding emails are great contenders for <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-automation-to-the-rescue-how-to-get-started\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">marketing automation<\/span><\/a><span style=\"font-weight: 400;\">: set up a follow-up, triggered email (or email series) that sends once a subscriber converts from a prospect to customer.<\/span><\/p>\n<h3 id=\"retention\"><strong>Retention stage<\/strong><b>: <\/b><span style=\"font-weight: 400;\">keep customers engaged and satisfied<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">At the <\/span><i><span style=\"font-weight: 400;\">retention stage<\/span><\/i><span style=\"font-weight: 400;\">, the focus shifts to nurturing your existing customers and ensuring they remain engaged and satisfied with your brand. Effective retention strategies not only encourage repeat business but also foster long-term customer loyalty.<\/span><\/p>\n<figure class=\"row p-5 my-5 background-light-gray rounded-5\">\n<blockquote class=\"blockquote\"><p>&#8220;Retention is certainly part of creating better customers. But it\u2019s also about improving brand engagement and expanding accounts and growing sales and increasing product and service usage. So all of those elements seem to kind of win out over this broader concept of retention. But if you\u2019re doing those other things, you\u2019re also improving retention.&#8221;<\/blockquote><figcaption class=\"blockquote-footer\">Chad S. White, Head of Research at Oracle Digital Experience Agency via <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email-lifecycle-marketing\" target=\"_blank\" rel=\"noopener\">The State of Email in Lifecycle Marketing<\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">This is where you can encourage repeat business through a thoughtfully designed series of email campaigns tailored for this specific segment of your email subscribers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With a sound <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/combining-segmentation-and-personalization\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email segmentation<\/span><\/a><span style=\"font-weight: 400;\"> strategy, you can deliver personalized content that resonates with their interests and needs. Especially if you\u2019ve set up first-party data capture points (e.g. with <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-gallery\/live-polls\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">live polls<\/span><\/a><span style=\"font-weight: 400;\">), now is the perfect time to let that data shine and work for you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/a-snapshot-of-the-email-service-provider-landscape\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email service provider (ESP)<\/span><\/a><span style=\"font-weight: 400;\"> is a great starting point for segmentation, but to refine your strategy, consider an <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-use-email-analytics-for-marketing\"><span style=\"font-weight: 400;\">email marketing analytics<\/span><\/a><span style=\"font-weight: 400;\"> tool like Litmus <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-analytics\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Email Analytics<\/span><\/a><span style=\"font-weight: 400;\"> for advanced audience insights like <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-read-rates\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email read rates<\/span><\/a><span style=\"font-weight: 400;\">, mobile vs. desktop engagement, and more.<\/span><\/p>\n<figure style=\"width: 1734px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/d33v4339jhl8k0.cloudfront.net\/docs\/assets\/55ad6bf6e4b0b0593824e281\/images\/6441ab9435387a481839704e\/file-egNEZ39lrU.jpg\" alt=\"\" width=\"1734\" height=\"1663\" \/><figcaption class=\"wp-caption-text\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-analytics\" target=\"_blank\" rel=\"noopener\">Litmus Email Analytics \u2192<\/a><\/figcaption><\/figure>\n<p><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/ab-testing-foundation\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">A\/B testing<\/span><\/a><span style=\"font-weight: 400;\"> will help you refine your messaging and identify the <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/emails-that-convert\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">emails that convert<\/span><\/a><span style=\"font-weight: 400;\"> best, ensuring that your communications remain relevant and effective. Remember, satisfied customers are more likely to advocate for your brand and refer others, creating a cycle of engagement that drives growth.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">To measure retention, make cross-functional friends<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Customer retention doesn\u2019t happen in a vacuum. The first step to getting aligned on KPIs is <\/span><b>working across teams.<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Set up time to talk to other departments<\/b><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">like customer success and sales, about their goals and challenges<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Plot out the entire customer lifecycle<\/b><span style=\"font-weight: 400;\"> and multi-channel touchpoints with other departments to identify gaps<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Regularly share email insights<\/b> <span style=\"font-weight: 400;\">and listen to other teams about what they learn<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Examples of customer retention emails include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Post-purchase drip campaigns:<\/strong><span style=\"font-weight: 400;\"> a series of automated emails sent after a purchase to guide customers through product usage, share tips, and encourage feedback. For example, a speaker company might send a series of emails that detail how to set up a newly purchased device, troubleshooting tips, and customer support contacts.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Product recommendations:<\/strong><span style=\"font-weight: 400;\"> personalized suggestions based on previous purchases or browsing behavior, enhancing the shopping experience. For instance, an eCommerce clothing retailer might recommend matching accessories or similar styles to previous purchases, making it easier for customers to find what they love.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Loyalty programs:<\/strong><span style=\"font-weight: 400;\"> emails that promote exclusive rewards and benefits for returning customers, encouraging them to participate in loyalty programs. An example would be a coffee shop sending monthly updates on reward points earned and special offers for loyalty members, fostering a sense of belonging and value.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Milestone emails:<\/strong><span style=\"font-weight: 400;\"> celebrating significant moments in a customer&#8217;s journey, such as anniversaries or purchase milestones. A subscription service might send a special thank-you email on the anniversary of a customer&#8217;s subscription, offering a discount on their next box as a gesture of appreciation.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Birthday emails:<\/strong><span style=\"font-weight: 400;\"> sending personalized birthday messages that include special offers or discounts to celebrate the customer\u2019s special day. For example, a cosmetics brand might send a birthday email with a unique coupon code for 20% off any purchase, making customers feel valued and appreciated.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">What does that look like in action? Let\u2019s dive into <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/dynamic-email-content-examples\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">dynamic content email examples<\/span><\/a><span style=\"font-weight: 400;\"> for inspiration during this phase.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">PrettyLittleThing<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">This email from PrettyLittleThing leverages two key elements: 1) CRM data (a subscriber&#8217;s birthday) and 2) personalized imagery as the hero image:<\/span><\/p>\n<figure style=\"width: 527px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/Taurus-1.png\" alt=\"\" width=\"527\" height=\"804\" \/><figcaption class=\"wp-caption-text\">Source: <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-gallery\/content-automation\">Email Gallery<\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">With marketing tools like <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-personalization\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Litmus Personalize<\/span><\/a><span style=\"font-weight: 400;\"> by your side, <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/your-guide-to-email-personalization-for-ecommerce\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">personalization for eCommerce<\/span><\/a><span style=\"font-weight: 400;\"> is\u00a0 easy to create <em>and<\/em> easy to scale.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This message is sent on a subscriber\u2019s birthday (thanks to <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/litmus-for-email-automation\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email automation<\/span><\/a><span style=\"font-weight: 400;\">), helping them personalize at scale.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">SurveyMonkey<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">\u200b\u200bIf a customer has been with your company for a while, it&#8217;s worth celebrating! SurveyMonkey, for example, sends users an anniversary email when they reach their first year with the platform.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/surveymonkey.png\" width=\"592\" height=\"4433\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400;\">This email is a perfect example of how to effectively use product usage or <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/personalized-experience-using-crm-data\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">CRM data<\/span><\/a><span style=\"font-weight: 400;\"> to show subscribers you truly know and value them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Incorporating strategies like these will help keep your customers engaged and satisfied, ultimately leading to increased customer loyalty and repeat business.<\/span><\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Stand out in crowded inboxes<\/p>\n\t\t\t\t<p>Create 1:1 experiences at scale with Litmus Personalize. Use live polls, countdown timers, and more to captivate subscribers. \n<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-personalization\" class=\"text-white text-decoration-none\">Book a demo<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/blog-cta-email-guardian-07292024.svg\" width=\"210\" height=\"180\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n<p>&nbsp;<\/p>\n<h3 id=\"advocacy\"><strong>Loyalty\/advocacy stage:<\/strong> <span style=\"font-weight: 400;\">turn satisfied customers into brand advocates<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Who better to evangelize your business than happy customers? Now that you know more about your customers, sending personalized emails makes them feel valued and encourages them to spread the word about their experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At this point in the email marketing funnel, you have cemented your relationship. Now, it\u2019s time to show your appreciation and retain their business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><i><span style=\"font-weight: 400;\">loyalty\/advocacy stage<\/span><\/i><span style=\"font-weight: 400;\"> is also a key moment to continue providing value while opening doors for upsell opportunities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are several emails that work well during this stage:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Referral program: <\/b><span style=\"font-weight: 400;\">encourage loyal customers to refer friends or family in exchange for exclusive rewards or discounts.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Collecting feedback: <\/b><span style=\"font-weight: 400;\">ask for customers reviews or testimonials to gain insights and improve your offerings, while also making customers feel heard. (Remember to follow up on how you implemented their feedback!)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Thought leadership <\/b><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-newsletter-examples-engage-prospects\/\" target=\"_blank\" rel=\"noopener\"><b>newsletters<\/b><\/a> <span style=\"font-weight: 400;\">for your product and industry<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Upsell opportunities:<\/b><span style=\"font-weight: 400;\"> emails that promote complementary products or upgrades based on a customer\u2019s previous purchases. For example, a software as a service (SaaS) company might send an email suggesting premium features or add-ons relevant to the tools a customer has already purchased, leveraging <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-marketing-personalization-using-data\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">personalization data<\/span><\/a><span style=\"font-weight: 400;\"> to create a tailored experience.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Giving and receiving feedback is hard! But you can remove the barriers and make it easy for subscribers to share their thoughts by adding a <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-personalization\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Litmus Personalize<\/span><\/a><span style=\"font-weight: 400;\"> Sentiment Tracker to your emails. All it takes is a click for a subscriber to cast their vote, and no coding experience is required to create one for your next email.<\/span><\/p>\n<figure style=\"width: 1566px\" class=\"wp-caption alignnone\"><img decoding=\"async\" src=\"https:\/\/d33v4339jhl8k0.cloudfront.net\/docs\/assets\/55ad6bf6e4b0b0593824e281\/images\/657b3896e020fe4b2fcaef98\/file-QkkD0poFAD.jpg\" alt=\"Quick-Start Templates in Litmus Personalize\" width=\"1566\" height=\"1812\" \/><figcaption class=\"wp-caption-text\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-personalization\" target=\"_blank\" rel=\"noopener\">Quick-Start Templates in Litmus Personalize \u2192<\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Don\u2019t forget to keep high-value content a priority! Keep delivering resources like helpful guides, videos, and other forms of content to further enrich the customer experience and continue building trust well beyond the initial purchase.<\/span><\/p>\n<figure class=\"row p-5 my-5 background-light-gray rounded-5\">\n<blockquote class=\"blockquote\"><p>&#8220;If you only expect email to drive end conversions, your funnel will dry up and fail to generate more emails for that bottom-of-funnel segment, which will affect your ROI.<\/p>\n<p>In practice, investing more in email will lead to better ways to engage your top-of-the-funnel group and move them into a higher-intent segment. That\u2019s not going to show up on your ROI dashboard, but it\u2019s critical to how you\u2019ll get there.<span style=\"font-size: 1.625rem; text-align: var(--bs-body-text-align);\">&#8220;<\/span><\/blockquote><figcaption class=\"blockquote-footer\">Cynthia Price, SVP of Marketing, Litmus, via <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/roi-of-email-marketing-relationship-building\" target=\"_blank\" rel=\"noopener\">Email Return on Investment (ROI) Is the Best There Is\u2014But That\u2019s Only Part of the Story<\/a><\/figcaption><\/figure>\n<h3 id=\"reactivation-winback\"><strong>Reactivation\/win-back stage:<\/strong><span style=\"font-weight: 400;\"> reignite the spark<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Has your customer left? It\u2019s not too late, if they\u2019re a subscriber. Show them you\u2019re still here, offering value, with something new and exciting to bring them back.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A well-timed, personalized win-back email\u2014complete with a special offer or a glimpse of what&#8217;s changed\u2014can do wonders. Keep it fresh, relevant, and remind them why they loved your brand to begin with.<\/span><\/p>\n<h2 id=\"examples\"><span style=\"font-weight: 400;\">Industry-specific email funnels &amp; examples<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Financial services<\/span><\/h3>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.ellevest.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Ellevest<\/span><\/a><span style=\"font-weight: 400;\"> promotes their email list on their website and <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-successfully-integrate-email-and-social-media\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">social channels<\/span><\/a><span style=\"font-weight: 400;\">, highlighting the type of content and value subscribers will get from signing up.\u00a0<\/span><\/p>\n<figure id=\"attachment_104289\" aria-describedby=\"caption-attachment-104289\" style=\"width: 565px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\" wp-image-104289\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevests-Instagram-link-in-bio-leads-to-a-page-with-a-CTA-to-subscribe-to-their-weekly-newsletter.jpg\" alt=\"Ellevest's link in bio\" width=\"565\" height=\"419\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevests-Instagram-link-in-bio-leads-to-a-page-with-a-CTA-to-subscribe-to-their-weekly-newsletter.jpg 1658w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevests-Instagram-link-in-bio-leads-to-a-page-with-a-CTA-to-subscribe-to-their-weekly-newsletter-300x222.jpg 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevests-Instagram-link-in-bio-leads-to-a-page-with-a-CTA-to-subscribe-to-their-weekly-newsletter-1024x758.jpg 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevests-Instagram-link-in-bio-leads-to-a-page-with-a-CTA-to-subscribe-to-their-weekly-newsletter-768x569.jpg 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevests-Instagram-link-in-bio-leads-to-a-page-with-a-CTA-to-subscribe-to-their-weekly-newsletter-1536x1138.jpg 1536w\" sizes=\"(max-width: 565px) 100vw, 565px\" \/><figcaption id=\"caption-attachment-104289\" class=\"wp-caption-text\">Ellevest&#8217;s Instagram link in bio leads to a page with a CTA to subscribe to their weekly newsletter.<\/figcaption><\/figure>\n<figure id=\"attachment_104288\" aria-describedby=\"caption-attachment-104288\" style=\"width: 557px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\" wp-image-104288\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Heres-what-their-newsletter-landing-page-looks-like.png\" alt=\"Ellevest newsletter sign up landing page\" width=\"557\" height=\"348\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Heres-what-their-newsletter-landing-page-looks-like.png 1414w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Heres-what-their-newsletter-landing-page-looks-like-300x188.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Heres-what-their-newsletter-landing-page-looks-like-1024x640.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Heres-what-their-newsletter-landing-page-looks-like-768x480.png 768w\" sizes=\"(max-width: 557px) 100vw, 557px\" \/><figcaption id=\"caption-attachment-104288\" class=\"wp-caption-text\">Here&#8217;s what their newsletter landing page looks like.<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">These subscriber\u2019s are now in the <\/span><i><span style=\"font-weight: 400;\">awareness stage<\/span><\/i><span style=\"font-weight: 400;\"> of the email funnel.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From there, subscribers start receiving emails that warmly introduces their brand, providing educational content, taking form in a <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-templates\/newsletter\" target=\"_blank\" rel=\"noopener\">newsletter<\/a>:<\/span><\/p>\n<figure id=\"attachment_104303\" aria-describedby=\"caption-attachment-104303\" style=\"width: 527px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\" wp-image-104303\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevest-move-money-stress-off-your-plate.png\" alt=\"Newsletter from Ellevest, \u201cWhat the Elle.\u201d \" width=\"527\" height=\"1973\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevest-move-money-stress-off-your-plate.png 680w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevest-move-money-stress-off-your-plate-80x300.png 80w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevest-move-money-stress-off-your-plate-410x1536.png 410w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevest-move-money-stress-off-your-plate-547x2048.png 547w\" sizes=\"(max-width: 527px) 100vw, 527px\" \/><figcaption id=\"caption-attachment-104303\" class=\"wp-caption-text\">Newsletter from Ellevest, \u201cWhat the Elle.\u201d See the newsletter in full detail on <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/move-money-stress-off-your-plate\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a>.<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">As a subscriber moves down the sales funnel and eventually converts to a customer, they\u2019re welcomed warmly to Ellevest with a welcome email that clearly outlines \u201cwhat\u2019s next\u201d for customers seeking their next step:\u00a0<\/span><\/p>\n<figure id=\"attachment_104304\" aria-describedby=\"caption-attachment-104304\" style=\"width: 539px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-104304 \" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevest-you-got-ellevested-heres-whats-next-e1729144951899.png\" alt=\"Ellevest email example\" width=\"539\" height=\"1527\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevest-you-got-ellevested-heres-whats-next-e1729144951899.png 680w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevest-you-got-ellevested-heres-whats-next-e1729144951899-106x300.png 106w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevest-you-got-ellevested-heres-whats-next-e1729144951899-361x1024.png 361w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevest-you-got-ellevested-heres-whats-next-e1729144951899-542x1536.png 542w\" sizes=\"(max-width: 539px) 100vw, 539px\" \/><figcaption id=\"caption-attachment-104304\" class=\"wp-caption-text\"><span style=\"font-weight: 400;\">Source: <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/you-got-ellevested-heres-whats-next\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Really Good Emails <\/span><\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Following shortly is an onboarding email, reminding subscribers of the value their platform suggests by showcasing what\u2019s possible through the Ellevest solution:<\/span><\/p>\n<figure id=\"attachment_104302\" aria-describedby=\"caption-attachment-104302\" style=\"width: 532px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-104302 \" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevest-your-next-step-membership-e1729144651998.png\" alt=\"Ellevest email\" width=\"532\" height=\"1385\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevest-your-next-step-membership-e1729144651998.png 680w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevest-your-next-step-membership-e1729144651998-115x300.png 115w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevest-your-next-step-membership-e1729144651998-393x1024.png 393w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Ellevest-your-next-step-membership-e1729144651998-590x1536.png 590w\" sizes=\"(max-width: 532px) 100vw, 532px\" \/><figcaption id=\"caption-attachment-104302\" class=\"wp-caption-text\"><span style=\"font-weight: 400;\">Source: <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/your-next-step-membership\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Really Good Emails<\/span><\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Over time, when a subscriber meets the <\/span><i><span style=\"font-weight: 400;\">loyalty\/advocacy stage<\/span><\/i><span style=\"font-weight: 400;\">, Ellevest takes the opportunity to upsell other product offerings:<\/span><\/p>\n<figure id=\"attachment_104297\" aria-describedby=\"caption-attachment-104297\" style=\"width: 570px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\" wp-image-104297\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/new-at-ellevest-a-money-membership-e1729144427254.png\" alt=\"Ellevest email example\" width=\"570\" height=\"1048\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/new-at-ellevest-a-money-membership-e1729144427254.png 679w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/new-at-ellevest-a-money-membership-e1729144427254-163x300.png 163w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/new-at-ellevest-a-money-membership-e1729144427254-557x1024.png 557w\" sizes=\"(max-width: 570px) 100vw, 570px\" \/><figcaption id=\"caption-attachment-104297\" class=\"wp-caption-text\"><span style=\"font-weight: 400;\">Source: <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/new-at-ellevest-a-money-membership\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Really Good Emails\u00a0<\/span><\/a><\/figcaption><\/figure>\n<h3><span style=\"font-weight: 400;\">Retail &amp; eCommerce<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To promote their smart home line, Google sends a newsletter featuring a series of videos on how Google Nest \u201cmakes learning new things easy.\u201d<\/span><\/p>\n<figure id=\"attachment_104296\" aria-describedby=\"caption-attachment-104296\" style=\"width: 566px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-104296 \" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/the-daily-special-deals-for-learning-doing-making-and-more-e1729144103632.png\" alt=\"Google Store Newsletter\" width=\"566\" height=\"1572\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/the-daily-special-deals-for-learning-doing-making-and-more-e1729144103632.png 680w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/the-daily-special-deals-for-learning-doing-making-and-more-e1729144103632-108x300.png 108w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/the-daily-special-deals-for-learning-doing-making-and-more-e1729144103632-369x1024.png 369w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/the-daily-special-deals-for-learning-doing-making-and-more-e1729144103632-553x1536.png 553w\" sizes=\"(max-width: 566px) 100vw, 566px\" \/><figcaption id=\"caption-attachment-104296\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/the-daily-special-deals-for-learning-doing-making-and-more\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">A newsletter like this is great for subscribers in the <\/span><i><span style=\"font-weight: 400;\">awareness<\/span><\/i><span style=\"font-weight: 400;\"> and <em>retention <\/em>stage.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For subscribers in the <\/span><i><span style=\"font-weight: 400;\">consideration stage<\/span><\/i><span style=\"font-weight: 400;\">, an email that introduces a new feature, partnership or integration can be that final push to help a prospect become a customer, like Nest shares below with their Zoom integration.<\/span><\/p>\n<figure id=\"attachment_104295\" aria-describedby=\"caption-attachment-104295\" style=\"width: 680px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-104295 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/introducing-zoom-on-nest-hub-max-e1729144239747.png\" alt=\"Nest email introducing Zoom integration\" width=\"680\" height=\"1313\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/introducing-zoom-on-nest-hub-max-e1729144239747.png 680w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/introducing-zoom-on-nest-hub-max-e1729144239747-155x300.png 155w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/introducing-zoom-on-nest-hub-max-e1729144239747-530x1024.png 530w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><figcaption id=\"caption-attachment-104295\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/introducing-zoom-on-nest-hub-max\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Here, Nest offers a 30-day trial for Nest Aware, a paid subscription service, driving action with \u201cDo even more with your Nest devices\u201d for subscribers in the <\/span><i><span style=\"font-weight: 400;\">retention stage<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<figure id=\"attachment_104294\" aria-describedby=\"caption-attachment-104294\" style=\"width: 489px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\" wp-image-104294\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Nest-e1729144274444.png\" alt=\"Nest email\" width=\"489\" height=\"1020\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Nest-e1729144274444.png 680w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Nest-e1729144274444-144x300.png 144w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Nest-e1729144274444-491x1024.png 491w\" sizes=\"(max-width: 489px) 100vw, 489px\" \/><figcaption id=\"caption-attachment-104294\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/a-nest-aware-trial-is-waiting-for-you\">Really Good Emails<\/a><\/figcaption><\/figure>\n<h3><span style=\"font-weight: 400;\">Software as a service (SaaS)<\/span><\/h3>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.campaignmonitor.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Campaign Monitor<\/span><\/a><span style=\"font-weight: 400;\"> sends a simple \u201cthank you\u201d email to welcome and onboard new customers, providing a call-to-action (CTA) for them to easily login to their account.<\/span><\/p>\n<figure id=\"attachment_104293\" aria-describedby=\"caption-attachment-104293\" style=\"width: 459px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\" wp-image-104293\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Campaign-monitor-welcome-series-e1729143724162.png\" alt=\"Campaign monitor welcome series\" width=\"459\" height=\"582\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Campaign-monitor-welcome-series-e1729143724162.png 679w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Campaign-monitor-welcome-series-e1729143724162-237x300.png 237w\" sizes=\"(max-width: 459px) 100vw, 459px\" \/><figcaption id=\"caption-attachment-104293\" class=\"wp-caption-text\"><span style=\"font-weight: 400;\">Source: <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/welcome-series-thanks-for-signing-up\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Really Good Emails<\/span><\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">The next email features a primary call-to-action of getting customers inside their product. They highlight the ease of use, encourage new customers \u201cCreate your first email\u201d in the subject line of the email:<\/span><\/p>\n<figure id=\"attachment_104292\" aria-describedby=\"caption-attachment-104292\" style=\"width: 472px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\" wp-image-104292\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Campaign-Monitor-email-example.jpg\" alt=\"Campaign Monitor email example\" width=\"472\" height=\"1180\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Campaign-Monitor-email-example.jpg 680w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Campaign-Monitor-email-example-120x300.jpg 120w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Campaign-Monitor-email-example-410x1024.jpg 410w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Campaign-Monitor-email-example-614x1536.jpg 614w\" sizes=\"(max-width: 472px) 100vw, 472px\" \/><figcaption id=\"caption-attachment-104292\" class=\"wp-caption-text\"><span style=\"font-weight: 400;\">Source: <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/welcome-series-create-your-first-email\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Really Good Emails<\/span><\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Parsley Health sends a newsletter called \u201cRooted,\u201d a weekly newsletter filled with tips, articles, and other content about \u201cholistic medicine essentials\u201d that add value to subscribers\u2019 quality of life.<\/span><\/p>\n<figure id=\"attachment_104290\" aria-describedby=\"caption-attachment-104290\" style=\"width: 481px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-104290 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Parsley-Health-Rooted-Newsletter-scaled.jpg\" alt=\"Parsley Health Rooted Newsletter\" width=\"481\" height=\"2048\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Parsley-Health-Rooted-Newsletter-scaled.jpg 481w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Parsley-Health-Rooted-Newsletter-361x1536.jpg 361w\" sizes=\"(max-width: 481px) 100vw, 481px\" \/><figcaption id=\"caption-attachment-104290\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/rooted-5-ways-to-boost-your-workout-recovery\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">A newsletter like this is great for leads in the <\/span><i><span style=\"font-weight: 400;\">awareness stage<\/span><\/i><span style=\"font-weight: 400;\"> as well as subscribers in the lower part of the funnel, like the <\/span><i><span style=\"font-weight: 400;\">retention<\/span><\/i><span style=\"font-weight: 400;\"> and <\/span><i><span style=\"font-weight: 400;\">loyalty\/advocacy stage<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For prospects in the consideration stage, an email clearly outlines the benefits of your product or service can be effective for nurturing on the fence subscribers. Parsley Health does this below, and closes with a limited-time offer to sweeten the deal:<\/span><\/p>\n<figure id=\"attachment_104291\" aria-describedby=\"caption-attachment-104291\" style=\"width: 483px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\" wp-image-104291\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Parsley-Health-Email-Example-scaled.jpg\" alt=\"Parsley Health Email Example\" width=\"483\" height=\"1459\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Parsley-Health-Email-Example-scaled.jpg 678w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Parsley-Health-Email-Example-99x300.jpg 99w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Parsley-Health-Email-Example-339x1024.jpg 339w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/10\/Parsley-Health-Email-Example-509x1536.jpg 509w\" sizes=\"(max-width: 483px) 100vw, 483px\" \/><figcaption id=\"caption-attachment-104291\" class=\"wp-caption-text\"><span style=\"font-weight: 400;\">Source: <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/rooted-5-ways-to-boost-your-workout-recovery\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/figcaption><\/figure>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_eb782449191e9944cd9a0abd9e1c4928\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>Personalization for the win<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Discover how leading brands are incorporating personalization into their email funnels and winning.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/customers?story_resource_hub_category=email-personalization\">\n\t\t\t\t\t\tRead more\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_d990706290f22c3ce3b3f1a8863b7c19\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">How will you use the email funnel?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">When it comes to driving conversions, optimizing your email funnel is key to maximizing your marketing efforts. By delivering targeted content to the right audience at the right time, you can turn new leads into loyal customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Crafting a well-planned email sequence allows you to guide your target audience through every stage of the funnel, ensuring they receive the most relevant information based on their needs and interests.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ready to take your email marketing strategy to the next level? Start refining your funnel today and watch your results soar!<\/span><\/p>\n\n<div class=\"container pt-3 pb-5 px-1\">\n\t<div class=\"row blog-cta-green rounded-5 p-4\">\n\t\t<div class=\"mx-auto col-12\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Drive engagement with dynamic content<\/p>\n\t\t\t\t<p>Personalize emails with live polls, personalized images, scratch-offs, and more. No coding experience required. <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-personalization\" class=\"bold\">Learn more.<\/a><\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/pricing-litmus\" class=\"text-white text-decoration-none\">Book a demo<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/04\/hero_example_email.png\" width=\"210\" height=\"151\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\n\t\n\t\n\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Discover how you can keep the contacts in your email marketing funnel engaged throughout their buyer&#8217;s journey and after they become a customer. Read now!<\/p>\n","protected":false},"author":37,"featured_media":104141,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[10268,206,9363,381,10248],"blog_category":[10306],"class_list":["post-54422","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-campaign-planning","tag-dynamic-content","tag-email-marketing-strategy","tag-personalization","tag-segmentation","blog_category-email-marketing-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Build a High-Converting Email Marketing Funnel - Litmus<\/title>\n<meta name=\"description\" content=\"Master the email marketing funnel with advanced strategies and industry-specific insights to drive conversions and retention at every stage.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From Clicks to Conversions: How to Optimize Your Email Funnel\" \/>\n<meta property=\"og:description\" content=\"Master the email marketing funnel with advanced strategies and industry-specific insights to drive conversions and retention at every stage.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged\" \/>\n<meta property=\"og:site_name\" content=\"Litmus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/litmusapp\" \/>\n<meta property=\"article:published_time\" content=\"2024-10-17T12:03:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-14T18:09:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/Keep-Email-Marketing-Funnel-Engaged-2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1380\" \/>\n\t<meta property=\"og:image:height\" content=\"725\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@litmusapp\" \/>\n<meta name=\"twitter:site\" content=\"@litmusapp\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How to Build a High-Converting Email Marketing Funnel - Litmus","description":"Master the email marketing funnel with advanced strategies and industry-specific insights to drive conversions and retention at every stage.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged","og_locale":"en_US","og_type":"article","og_title":"From Clicks to Conversions: How to Optimize Your Email Funnel","og_description":"Master the email marketing funnel with advanced strategies and industry-specific insights to drive conversions and retention at every stage.","og_url":"https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged","og_site_name":"Litmus","article_publisher":"https:\/\/www.facebook.com\/litmusapp","article_published_time":"2024-10-17T12:03:00+00:00","article_modified_time":"2025-11-14T18:09:10+00:00","og_image":[{"width":1380,"height":725,"url":"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/Keep-Email-Marketing-Funnel-Engaged-2.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_creator":"@litmusapp","twitter_site":"@litmusapp","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged#article","isPartOf":{"@id":"https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged"},"author":{"name":"","@id":""},"headline":"From Clicks to Conversions: How to Optimize Your Email Funnel","datePublished":"2024-10-17T12:03:00+00:00","dateModified":"2025-11-14T18:09:10+00:00","mainEntityOfPage":{"@id":"https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged"},"wordCount":10,"commentCount":0,"publisher":{"@id":"https:\/\/www.litmus.com\/#organization"},"image":{"@id":"https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged#primaryimage"},"thumbnailUrl":"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/Keep-Email-Marketing-Funnel-Engaged-2.png","keywords":["Campaign Planning","Dynamic Content","Email Marketing Strategy","Personalization","Segmentation"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged","url":"https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged","name":"How to Build a High-Converting Email Marketing Funnel - Litmus","isPartOf":{"@id":"https:\/\/www.litmus.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged#primaryimage"},"image":{"@id":"https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged#primaryimage"},"thumbnailUrl":"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/Keep-Email-Marketing-Funnel-Engaged-2.png","datePublished":"2024-10-17T12:03:00+00:00","dateModified":"2025-11-14T18:09:10+00:00","description":"Master the email marketing funnel with advanced strategies and industry-specific insights to drive conversions and retention at every stage.","breadcrumb":{"@id":"https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged#primaryimage","url":"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/Keep-Email-Marketing-Funnel-Engaged-2.png","contentUrl":"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/10\/Keep-Email-Marketing-Funnel-Engaged-2.png","width":1380,"height":725},{"@type":"BreadcrumbList","@id":"https:\/\/www.litmus.com\/blog\/how-to-keep-email-marketing-funnel-engaged#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.litmus.com\/"},{"@type":"ListItem","position":2,"name":"From Clicks to Conversions: How to Optimize Your Email Funnel"}]},{"@type":"WebSite","@id":"https:\/\/www.litmus.com\/#website","url":"https:\/\/www.litmus.com\/","name":"Litmus","description":"Are you getting the most out of your email marketing?","publisher":{"@id":"https:\/\/www.litmus.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.litmus.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.litmus.com\/#organization","name":"Litmus Software","url":"https:\/\/www.litmus.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.litmus.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/04\/featured-image.png","contentUrl":"https:\/\/www.litmus.com\/wp-content\/uploads\/2025\/04\/featured-image.png","width":600,"height":314,"caption":"Litmus Software"},"image":{"@id":"https:\/\/www.litmus.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/litmusapp","https:\/\/x.com\/litmusapp"]},{"@type":"Person","@id":""}]}},"acf":[],"_links":{"self":[{"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/posts\/54422","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/users\/37"}],"replies":[{"embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/comments?post=54422"}],"version-history":[{"count":17,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/posts\/54422\/revisions"}],"predecessor-version":[{"id":121082,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/posts\/54422\/revisions\/121082"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/media\/104141"}],"wp:attachment":[{"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/media?parent=54422"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/tags?post=54422"},{"taxonomy":"blog_category","embeddable":true,"href":"https:\/\/www.litmus.com\/wp-json\/wp\/v2\/blog_category?post=54422"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}