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8 Steps to Build a High-Converting Email Marketing Funnel

Learn what is email marketing funnel, how to build it to close more sales and some email templates to use for your WordPress sites.

email marketing funnel

Last updated on April 24, 2023

Not good at writing emails? Don’t want to spend hundreds of dollars to convert leads via email marketing?

This blog will surely help you understand what is an email marketing funnel, its stages and how to implement it correctly to get more sales.

Let’s begin.

What is an email marketing funnel?

An email marketing funnel is a series of automated emails sent to a specific audience with the goal of converting them into paying customers.

The funnel is designed to take the subscriber on a journey that starts with building awareness and ends with a purchase.

You can’t create a product and expect people to come naturally to it and buy it. Make them aware of it, and tell them the problems it solves.

You build a list via lead magnets or opt-ins used on your website landing pages, and other promotional channels.

Then, through a sequence of emails sent on a schedule, you try to convert leads into customers. The length of the sequence depends on the type of product (one-time purchase or subscription-based), price point (high, mid, or low), and of course your business strategy.

Benefits of an email marketing funnel

  • Increased conversion rates – By guiding subscribers through the funnel, you are able to nurture leads and increase the likelihood of conversion.
  • Cost-effective – Email marketing is one of the most cost-effective marketing strategies available, and an email marketing funnel can help you maximize your ROI.
  • Time-saving – Once you set up the funnel, it runs on autopilot, freeing up your time to focus on other areas of your business.
  • Personalization – By segmenting your audience and sending targeted emails, you are able to provide a more personalized experience for your subscribers.

Email marketing funnel stages

The email marketing funnel is a process that marketers use to guide prospects and customers toward a desired outcome, such as making a purchase or signing up for a service. The funnel stages typically include:

email marketing funnel stages

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  1. Awareness – The first stage is to raise awareness of your brand, product or service. This can be achieved by using email marketing to introduce your business to potential customers and provide them with valuable information.
  2. Consideration – Once you have caught their attention, you need to build their interest. This can be achieved by highlighting the benefits of your product or service and how it can solve their pain points.
  3. Intent – At this stage, you need to convince the prospect that your product or service is the best solution for their needs. You can achieve this by providing more detailed information and addressing any concerns or objections they may have.
  4. Purchase / Conversion – Once the prospect is convinced that your solution is the best, you need to convert them into a customer. Offer them a compelling call-to-action that encourages them to take the next step, such as making a purchase or signing up for a free trial.
  5. Loyalty – After the customer has made a purchase, you need to focus on building loyalty and retaining their business. This can be achieved by providing exceptional customer service and offering rewards or incentives for repeat purchases.
  6. Advocacy – The final stage is to turn your satisfied customers into advocates for your brand. This can be achieved by encouraging them to share their positive experiences with others and providing them with opportunities to refer new customers to your business.

By following these email marketing funnel stages, you can effectively guide your prospects and customers toward a desired outcome, and build a loyal customer base that will help you grow your business over time.

8 steps to build an email marketing funnel

Email marketing funnels are a series of automated emails designed to guide potential customers through the buyer’s journey, from awareness to purchase. The steps to create an email marketing funnel are as follows:

Define your target audience

The first step in creating an email marketing funnel is to identify your target audience. You need to understand who your ideal customer is, what their pain points are, and what interests them.

You can gather this information by doing market research, analyzing your website analytics, or surveying your existing customers.

Create an opt-in form

Once you have defined your target audience, you need to create an opt-in form on your website or landing page.

The form should be simple and easy to fill out, asking for only the necessary information such as the subscriber’s name and email address.

Offer a lead magnet

A lead magnet is a valuable resource that you offer to your subscribers in exchange for their email addresses.

Icegram Engage lead magnet popup

It can be an e-book, checklist, webinar, or any other resource that provides value to your audience. Make sure that your lead magnet is relevant to your target audience and aligns with your brand values.

Welcome email

Once a subscriber has opted into your email list, it’s essential to send a welcome email.

This email should thank the subscriber for joining your list, introduce your brand and mission, and set expectations for what type of content they can expect to receive from you in the future.

You can also offer a discount code or freebie as a way of showing appreciation for their support.

Nurturing emails

After the welcome email, it’s time to start nurturing your subscribers with a series of emails designed to educate and build trust.

These emails can include blog posts, case studies, testimonials, or any other valuable content that will help your audience solve their problems and achieve their goals.

Make sure that your content is personalized, engaging, and aligned with your brand’s values.

Promotion emails

Once you have built trust with your subscribers, it’s time to start promoting your products or services. These emails can include limited-time offers, product launches, or exclusive deals.

Make sure that your promotional emails are compelling and persuasive, highlighting the benefits of your products and how they can solve your subscriber’s pain points.

Cart abandonment emails

One of the most effective ways to increase conversions is by sending cart abandonment emails.

When a customer adds products to their cart but doesn’t complete the purchase, you can send a reminder email that encourages them to come back and complete the purchase.

You can also offer a limited-time discount or free shipping to incentivize the purchase.

Post-purchase emails

Once a customer has made a purchase, it’s important to follow up with a post-purchase email.

This email should thank the customer for their business, offer a discount code for their next purchase, and request a review or feedback on the product.

Post-purchase emails are an excellent opportunity to build customer loyalty and encourage repeat purchases.

All-in-one WordPress suite for email marketing funnel

If you have a WordPress website and want to set up your email marketing funnel, that too without paying a hefty amount, try Icegram plugins.

Choose Templates
Readymade email template

With Icegram WordPress plugins, you can:

  • Create opt-in forms for your landing pages to collect leads.
  • Embed opt-in forms in lead magnets.
  • Offer incentives / build lists via pop-ups, hello bars and other opt-in messages.
  • Segment list and schedule emails.
  • Send welcome emails, nurture emails, promotional emails, cart abandonment emails, and post-purchase emails.
  • Get high-converting readymade email templates to craft emails faster.

Know more about Icegram plugins

Email marketing funnel examples

Here are a few email templates you can refer to create your own for your email marketing funnel. Replace the content within the brackets as required.

Welcome email template

Nurture email template

Promotion email template

Cart abandonment email template

Post-purchase email template


Email marketing funnels can be a powerful tool for businesses to nurture leads and convert them into loyal customers.

However, it’s important to continuously track and optimize your funnel to ensure its effectiveness and adapt to changes in your audience’s behavior and preferences.

With Icegram plugins, you can provide relevant and valuable content, segment your audience, and automate the process, thus creating a personalized and efficient funnel that drives engagement and revenue.

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