How to Create an Email Sales Funnel (Sequence Examples Included)

How to Create an Email Sales Funnel (Sequence Examples Included) Automizy blog article featured image

Every business fantasizes about acquiring more customers every day and keeping them around for as long as possible.

But why not every business is living this fantasy? Sometimes customers are like babies, they lose interest or get lost in the process.

An email marketing sales funnel works as a rail track. It helps you get your potential customers smoothly from point A to point B, without worrying about them getting lost.

There are steps for you to take to influence your potential consumers and direct them toward your conversion goal.

To help you increase your conversion rates and revenue by guiding your leads the right path, I’ll guide you through:

Let’s get it started.

What is a Marketing Funnel?

Marketing funnel is a set of steps a visitor needs to go through to become a customer. It is a system designed to attract and convert customers to your business.

Think about buying something online. There are a few steps that you have to go through before you can purchase a product.

Here’s an example:

  • Search on Google
  • Visit a website
  • Find the product you’re interested in
  • Add the product to cart
  • Place the order

You can measure and track these steps in your marketing funnel. Here is a visual example from Hubspot.

Attract-convert-close-delight picture about how does a stranger become a promoter

There are more steps that you can go through between each of these major steps.

For example, a visitor may view your About page, Careers page, but you don’t have to track it in the funnel. It is unnecessary data.

The point of having a marketing funnel is to set up an automated system that is measurable at any point of the customer journey.

What is an email marketing funnel?

An email marketing funnel is a sequence of emails sent on a predefined schedule to leads for converting them into customers.

Why does email marketing have a funnel?

Let’s dig into recent email stats published by Oberlo to understand the importance of email marketing.

  • Total number of users: 3.7 billion
  • First online “check” of the day: 58%
  • Use this channel at least daily: 91%
  • Users check here for a deal from a company they know: 44%
  • Users who made a purchase as the result of a marketing message from this channel: 66%
  • ROI: 3800%, for every 1$ spent, expect an average of 38$ in return.

All these stats make a good case for how important email marketing is. Still, keep in mind it varies from industry to another.

Once you track your email performance, you can make the right optimization and tweak your email campaign for better performance.

Better email marketing performance equals higher revenue.

If you rely on email marketing only as a tool that allows you to send bulk deals to your prospects, you’re not shooting for the stars.

To run successful email marketing strategies, automate and personalize your email campaigns. Reaching out the right contact, at the right time with the appropriate content.

5 Marketing Funnel Stages (That Your Customer Goes Through)

The stages of the marketing funnel refer to the degree of how likely the customers are willing to complete a transaction.

When prospects reach the bottom of your marketing funnel, the chance of becoming customers increase.

marketing funnel: awareness-consideration-conversion-loyalty-advocacy

Not every prospect who enters the funnel ends up as a sale. Some will get lost in the process, might lose interest or also might fall in love with what you have to offer.

Let’s walk through each step of the funnel.


The first step at the top of your marketing funnel is Awareness.

If they can’t see you, they can’t buy from you. Pretty simple huh?

Awareness is where your customers are coming from. Could be:

  • Search engines
  • Blog pages
  • Social media marketing
  • Pay-per-click campaign, etc.

At this step, you introduce your business to your visitors and work on capturing leads.

The best method to capture leads is by offering free value at the first interaction. It could be:

  • Downloadable PDF file
  • Whitepaper
  • Coupon/discount
  • Giveaway, etc.

On the first hand, this allows your prospects to feel how it’s like to do business with you if you’re doing B2B email marketing.

On the other hand, it helps you establish a positive customer relationship.


Once interest generated, your subscribers will start learning about your business and what you have to offer.

And you should be doing the same thing at the consideration stage. Learn about your customers!

You can do so with targeted content, personalized to what attracted your subscribers in the first place.

According to ActiveTrail, 82 percent of marketers reported an increase in open rates through email personalization, while 75 percent yields higher click-through rates.

The goal at the middle of your funnel is to work with your leads to figure out what they’re exactly looking for.

This means understanding their goals, background, and interests. Use this information to recommend suitable solutions for them to solve their problems.

This stage of your marketing funnel consists of timely follow-ups to nurture your leads and engage customers.

Apply various touch points that can help move your customer along in your marketing funnel.

Always remember to have a clear call to action after each touch point so your leads know what the next steps are.


Now that you nurtured your subscribers, they are now at the bottom of the funnel and considered sales qualified leads.

Subscribers are more likely to want to hear how your product/service will help them.

Focus on what differentiates you from your competitors. Share existing customer reviews, benefits, and explaining the use of your product.

At this stage your email copy should include:

  • Try now
  • Join us
  • Buy now
  • Register today
  • Get started
  • Sign up now, etc.


The relationship never ends once you convert your leads into customers.

Nurturing your new customers in an ongoing activity for your business. It increases customer loyalty level to your brand.

Make sure to send your customers useful and relevant email content to make their experience better. It increases your customer lifetime value at the same time.


Advocacy happens when your customers become something more than customers. They become fans who do word of mouth marketing for you.

With the customers satisfied about their experience with your business, at this phase focus on getting insights.

This could be in the form of customer feedback.

It’s important to gather feedback to improve your product and services.

Loyal customers promote on behalf of you to their network to expand your business reach.

To encourage advocacy of your brand to loyal customers, set up a customer delight system to reward them for their referrals.

Email Marketing Sales Funnel

An email sales funnel is a series of emails you send to achieve a specific goal:

  • Nurturing a relationship with your subscribers
  • Educating a potential customer on the benefits of a service or product
  • Pushing contacts to make a purchase decision.

You can do this through conversational emails. You can make this process sophisticated, using marketing automation tools like Automizy.

3 Sales funnel stages

Like the marketing funnel, email sales funnel consists of the stages you want your prospects to go through to convert them into customers.

First stage: Value

The value is always presented in the first email.

Your value could be a free download, educational resources, giveaway, or some other resource.

Recurring revenue: the secret to scaling your agency FLYWHEEL education email promo

Offering resources helps you position yourself as a trustworthy source of information.

Providing high-quality value can help you earn leads’ trust. Your prospects will only buy after trusting you.

Remember, do not start selling from your first email. Provide only Value.

So be generous.

Second stage: Authority

You delivered your value and the relationship with your leads started well.

At your second email, you need to position yourself as a thought leader.

You delivered your value and the relationship with your leads started well.

At your second email, you need to position yourself as a thought leader.

You may want to nurture further your leads with more articles, case studies, whitepapers, etc.

Here is an example of a case study email used at the authorization stage of an email sales funnel.

Optimonk email case study sample

Not only sharing more content can help you authorize yourself. You could introduce yourself, your business or startup.

But make sure you’re transparent and ethical with how you use this.

Being authentic doesn’t go with misleading your email subscribers. Avoid click baits or misleading email subject lines.

Third stage: Call-to-action

You have delivered the value you promised and positioned yourself as an authority. Now in your third email, you go for the sales copy.

In your email copy, you provide a direct offer and list its benefits for the buyer.

You could use a structured pitch in which you can connect with the customer’s problem. Or you can state the Why, What, and How of your offered product/service.

For more credibility, it is recommended to:

  • Link to FAQ page
  • Share customers’ testimonials and reviews
  • Include social media links for social proofing

Keep in mind people reading it on the go, while 60% do it through mobile devices. This means that they will likely scan email content rather than reading it word-by-word.

For that, your emails should be short, catchy and direct.

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