Not every person who joins an email list is ready to buy right away. Some people are just curious. Others need time to compare options.
That’s where an email marketing funnel comes in, which guides potential customers from the moment they sign up to the point where they make a purchase.
It’s like a roadmap that helps people learn more about a brand. Without a structured email funnel, you risk losing leads before they even get to the buying stage.
That said, if you’re kicking off your email strategy, it’s important to understand the different stages of the marketing funnel. And that’s what I’ll be talking about in this guide!
Understanding the Stages of an Email Marketing Funnel
I used to think that sending random emails to my list would eventually lead to more sales. But that never worked. People would sign up, get a few emails, and then disappear.
That’s where an email marketing funnel helps. It takes people through a process that turns them from strangers into buyers. There are six main stages in this funnel:
- Awareness – The first step is making sure people know my business exists.
- Interest – Now that I have their attention, I need to keep them engaged.
- Consideration – At this point, people are thinking about buying, but they still have doubts.
- Intent – This is where they are almost ready to buy. They might check out the pricing pages.
- Purchase – The final step. They make the decision to buy. Think abandoned cart emails, limited offers, etc.
- Retention – Keep buyers interested and engaged to encourage repeat sales.
If you follow this process step by step, you can build trust and help potential customers feel confident in choosing your business.
I’ll explain each stage in more detail below based on my personal experience. Feel free to use the tips and tricks I’ve shared.
1. Awareness Stage – Reaching Potential Leads
This is where everything starts. People don’t know who I am yet, so my goal is to get on their radar. I do this by:
- Writing blog posts that answer common questions my target audience has.
- Creating free resources like PDFs, checklists, and webinars that provide value.
- Using social media and paid ads to drive traffic to my site.
At this stage, the goal isn’t to sell anything. It’s to get people to sign up for my email list so I can continue the conversation. (I recommend using WPForms to create your newsletter signup form).
When someone signs up for a lead magnet or fills out a newsletter signup form, they expect to get an email instantly. But that doesn’t always happen.
To make sure every welcome email is delivered, I use WP Mail SMTP. It connects my WordPress site to a proper email service provider so emails don’t end up in spam or disappear completely.
Once I set this up, my welcome emails reach inboxes every time. And, this first email is very important because it sets expectations. I use it to:
- Thank the person for signing up and let them know what to expect.
- Deliver the promised lead magnet so they don’t feel tricked.
- Ask them to reply to build engagement from the start.
Now that my emails are actually landing in inboxes, I can move leads to the next stage of the funnel: getting them interested.
2. Interest Stage – Nurturing Subscribers
People now know who I am, but most likely they aren’t ready to buy yet. They’ve either signed up for a lead magnet through WPForms, joined my newsletter, or filled out a contact form on my WordPress site.
Once I collect emails using WPForms, I use the Drip Addon and integration to create an email series campaign, which automatically moves all recorded email addresses to the email marketing platform. This lets me:
- Send automated emails to nurture leads over time.
- Segment my audience based on their interests.
- Track engagement to see who’s opening and clicking emails.
Without an email marketing service, it’s impossible to follow up properly and stay in touch with subscribers. It can also help you create a workflow that you can use to send a series of different emails to nurture your leads.
Remember, you need to give your subscribers a reason to keep opening your emails. If you only send sales pitches, they’ll unsubscribe. That’s why, I focus on helpful and interesting content, such as:
- Guides and tutorials – Teaching something useful related to my product or service.
- Personalized recommendations – Sending resources based on what they signed up for.
- Behind-the-scenes content – Giving a look at my process or company updates.
I don’t expect people to buy right away. The goal here is to build a connection so that when they are ready to make a decision, they remember me.
3. Consideration Stage – Positioning Your Offer
At this point, my subscribers have engaged with my emails, and they’re starting to consider their options. They might be comparing my product to others, looking at reviews, or deciding whether they even need a solution at all.
My job here is to make it easy for them to see why my offer is the right choice. The goal is to appeal to the emotional side of the customers, which means you need to be personal and persuasive at the same time.
I do this by sending emails that:
- Answer their biggest questions – If I’ve been paying attention, I already know what’s holding them back. Maybe they’re unsure about pricing, features, or whether my solution will work for them.
- Share real results – Testimonials and case studies help show how others have used my product or service successfully. People trust real experiences more than sales pages.
- Compare options – If my audience is weighing different solutions, I might send an email breaking down how my offer stacks up against alternatives. I want to help them make an informed decision, not pressure them.
4. Intention Stage – The Moment of Decision
My lead is now on the edge of making a purchase. They’ve clicked on a product, maybe added it to their cart, or even asked a question about it.
I know they’re interested, but something is stopping them from following through. My job now is to remove any doubts and encourage action.
This is where I’ve found that sending product recommendation emails is among the most effective ways to push prospects into buying something from me.
The below email does a fantastic job of this. For example, if someone shows interest in school supplies, it’s smart to recommend items like pencils, markers, or erasers they might need for the classroom.
The visuals are clean, and each product comes with a clear description. It feels curated, helpful, and personal, which is exactly what a good product recommendation email should be.
5. Conversion Stage – Sealing the Deal
This is the moment everything has been leading up to. The purchase. My lead has gone through every stage of the funnel.
They know my product, they trust my brand, and they’re right on the edge of pulling out their wallet.
But after spending years in the marketing industry, I know that even at this stage, people can hesitate.
To make sure they follow through, I focus on three key emails:
The Last Reminder – Cart Abandonment Email
I’ve seen plenty of people add a product to their cart and then disappear. Life gets busy, they get distracted, or maybe they just aren’t sure yet.
Instead of hoping they come back, I send a cart abandonment email that does the work for me. A good cart abandonment email includes:
- A reminder of the item left behind.
- A checkout link that brings them back in one click.
- A short, friendly message that makes them feel like I’m looking out for them.
Sometimes, I include a low-stock alert to create urgency. If an item is selling out, people don’t want to miss out. Check out these abandoned cart email examples for more ideas.
The Final Push – Limited-Time Discount
If someone has been on the fence of making a purchase, a small discount or bonus can be enough to move them forward. I usually offer:
- A 10% off coupon for first-time buyers.
- Free shipping if they complete their order today.
- A bonus gift or extra feature if they buy now.
This email works best when there’s a deadline. If they think they can get the deal anytime, they’ll wait. But if it expires at midnight, they’re more likely to act.
The Thank You – Purchase Confirmation Email
Once someone completes their order, your job isn’t over. The first email they get after buying sets the tone for their experience.
A bad confirmation email (or worse, no email at all) can make customers nervous. I make sure my purchase confirmation email does three things:
- Confirms the order details – What they bought, when it will arrive, or how to access it.
- Thanks them personally – A friendly message that makes them feel good about their purchase.
- Tells them what happens next – If they need to take any action, I let them know.
A solid confirmation email builds trust and keeps customers excited about their purchases. While you’re at it, check out these order confirmation email examples and what makes them work so well.
6. Retention Stage – Keeping Customers Engaged
Just because someone has made a purchase doesn’t mean my job is done. If I want repeat customers, I need to stay connected after the sale.
I’ve seen businesses lose customers because they stop engaging once the sale is complete. People forget, competitors grab their attention, and soon enough, that customer is gone.
That’s why I focus on keeping my buyers interested, engaged, and happy through email.
Re-Engagement Emails – Bringing Customers Back
If someone hasn’t opened my emails or visited my site in a while, I send a re-engagement email. This email reminds them:
- Why they liked my product or service in the first place.
- What new updates or features I’ve added.
- How they can get more value from what they purchased.
If a customer isn’t engaging, I might even go as far as offering a small incentive like a special discount or early access to a new product to bring them back.
Feedback Emails – Showing Customers I Care
I always send a post-purchase feedback email because it helps customers feel valued and at the same time if something didn’t go well, I can learn about it and fix it. A good feedback email asks:
- How was your experience?
- Would you recommend us?
- Is there anything we can do better?
And with that, you now have all the information you need to create your own email marketing funnel following the best practices I’ve shared based on my own personal experience.
Remember, all of these strategies will only work if your emails actually reach your customers. If these emails go to spam or never arrive, you could lose a loyal buyer without even knowing it.
As such, if you’re running a WordPress website and planning to send both marketing and transactional emails, make sure to set up an SMTP service with WP Mail SMTP.
FAQs — Email Marketing Funnels
Creating an email marketing funnel is a popular topic of interest among our readers. Here are answers to some common queries about it:
What is the three funnel strategy?
The three funnel strategy is a method used in marketing to guide potential customers through different stages before they make a purchase. These three funnels are:
Top of the Funnel (TOFU) – Awareness
- At this stage, people are just learning about a product or service.
- The goal is to attract attention through blog posts, social media, or lead magnets.
- Email marketing at this stage usually includes welcome emails, educational content, and free resources.
Middle of the Funnel (MOFU) – Consideration
- Leads know about the brand but need more information before they buy.
- Emails here focus on case studies, product comparisons, and success stories to build trust.
- This is also where personalized recommendations and segmented emails help move leads closer to a decision.
Bottom of the Funnel (BOFU) – Conversion
- This is where leads are ready to buy but might need a final push.
- Emails often include cart abandonment reminders, time-sensitive discounts, and product demos.
- After purchase, confirmation emails and post-sale follow-ups help keep customers engaged.
The three funnel strategy makes sure leads don’t drop off by delivering the right message at the right time.
Why is an email marketing funnel important?
An email marketing funnel helps businesses turn leads into paying customers by delivering emails at different stages of their journey.
Without a proper funnel, businesses risk losing potential buyers before they make a decision. Here’s why it matters:
It Builds Trust Over Time
- People don’t usually buy the first time they see a product.
- A structured email funnel keeps them engaged and answers their questions.
It Increases Conversions
- Sending the right email at the right time helps move leads closer to buying.
- For example, someone who abandoned their cart might return if they get a reminder with a small discount.
It Keeps Customers Coming Back
- Email funnels don’t stop at the sale.
- Sending renewal reminders, special offers, and personalized recommendations keeps customers engaged.
It Prevents Email Deliverability Issues
- A good funnel ensures emails don’t go to spam or get ignored.
- Using WP Mail SMTP helps improve email deliverability, so important messages like welcome emails and order confirmations don’t get lost.
How can I optimize my email marketing funnel?
To improve an email marketing funnel, businesses need to make sure their emails are effective, engaging, and reaching the right people. Here’s what works:
Segment Your Email List
- Not every subscriber is the same.
- Breaking them into groups based on interests, purchase history, or behavior helps send more relevant emails.
Use Automation to Send Emails at the Right Time
- Automated emails make sure leads get messages without delays.
- For example, setting up a welcome sequence ensures every new subscriber receives the right emails in order.
Write Subject Lines That Get Opened
- If emails don’t get opened, they don’t work.
- Keeping subject lines short, clear, and personal improves open rates.
Check Email Deliverability
- Even the best emails won’t help if they end up in spam.
- Using WP Mail SMTP ensures emails are delivered correctly and not flagged as spam.
Monitor Performance and Adjust
- Checking open rates, click-through rates, and conversions helps spot what’s working.
- A/B testing subject lines, call-to-action buttons, and email formats helps improve performance over time.
An optimized email marketing funnel guides leads smoothly from awareness to purchase, improving engagement and sales.
How many emails should be in a funnel?
The number of emails in an email marketing funnel depends on the type of product and the customer journey. There’s no fixed number, but here’s a general breakdown:
Welcome Sequence (2–5 Emails)
- Starts with a welcome email, followed by emails introducing the brand and providing useful content.
Nurture Sequence (3–7 Emails)
- Sent over a few weeks to educate and build trust.
- These emails include guides, case studies, and testimonials.
Consideration Sequence (3–5 Emails)
- These emails focus on conversion.
- Think product benefits and comparisons.
Intention Sequence (2–4 Emails)
- Cart abandonment emails fall into this category.
- Think of special offers and purchase reminders.
Purchase & Retention Sequence (Ongoing Emails)
- Confirms the order, thanks the customer, and provides helpful product usage tips.
- Sent periodically to keep customers engaged and encourage repeat purchases.
While the total number of emails may vary, a good email funnel ensures each email has a clear purpose and isn’t just a random promotion.
Next, Email Analytics 101: Metrics That Matter Most for Success
When it comes to email marketing, metrics like open rates, click-through rates, and bounce rates can tell you so much about your audience’s preferences.
Over time, you can use this data to create emails that get better results. Check out this guide to learn everything about monitoring and using email analytics.
Ready to fix your emails? Get started today with the best WordPress SMTP plugin. If you don’t have the time to fix your emails, you can get full White Glove Setup assistance as an extra purchase, and there’s a 14-day money-back guarantee for all paid plans.
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