Rethinking Email Funnels: A Framework for Building Your Email Marketing Automation Strategy

Imagine your email list as a vibrant community rather than a conveyor belt of potential customers. That’s the heart of what I want to share with you as we dive into creating an effective email marketing automation strategy.

The Problem with Traditional Email Marketing Funnels

You’ve likely come across the concept of a marketing funnel. The idea is simple: people discover you through various channels – podcasts, social media, search engines. They sign up for your juicy lead magnet, where they’re then exposed to your tripwire offer, and then get funneled towards your bigger offers.

In addition to the terminology just being downright icky, I’m not a huge fan of this funnel approach. Why? Because it:

1. Overlooks the humanity of your subscribers. Your subscribers aren’t just email addresses or potential sales. They’re real people with unique needs, interests, and challenges. Treating them all the same misses opportunities to create meaningful connections.
2. Assumes a one-size-fits-all approach. Your business is unique. Whether you’re selling digital products, offering group programs, or providing one-on-one services, your email marketing automation strategy should reflect that. The traditional funnel model often fails to account for the nuances of different business models.
3. Can lead to technical headaches in your email system. Ever sign up for multiple freebies from the same person and end up with a flood of emails? Or worse, sign up and hear crickets for months? These are just a couple of the technical issues that can arise from poorly implemented funnel systems.

A Fresh Perspective: The Email Ecosystem

Instead of a funnel, I invite you to think of your email marketing automation strategy as an ecosystem. It’s a living, breathing network where:

• Consent is paramount
• Human connection is the goal
• Best practices ensure your messages actually reach inboxes

This approach focuses on sending the right emails to the right people at the right time. I call it “Automating with Heart” (which also happens to be the name of my newsletter.)

What is the difference between an email campaign and email automation?

Before we dive deeper into our email marketing automation strategy, let’s clarify some key terms:

Email Campaign: This is typically a one-off email or series of emails sent to your entire list or a segment at a specific time. Think newsletters or what some people refer to as an email blast or “eblast”.

(Though in the world of online business, fortunately I very rarely actually hear anyone refer to it as an eblast anymore. Which is probably for the best since since nobody wants to have information blasted at them.)

Some email marketing softwares, such as Mailchimp, call them campaigns. In Kit (formerly known as ConvertKit), the technical term is broadcast.

Email Sequence: These are emails triggered by specific actions or timeframes. For example, a welcome sequence when someone joins your list or a follow-up onboarding series after a purchase. Not everyone who takes those actions are receiving the same emails at the exact same time. Instead, they’re receiving it a predefined cadence based on when an action occurs.

Understanding this difference is crucial for developing an effective email marketing automation strategy that balances timely live newsletters or marketing emails with personalized, automated sequences.

Benefits of email automation

Implementing a solid email marketing automation strategy can help your business in several ways:

Enhanced customer experience: Provide relevant information at the right time in the customer journey.On the surface, probably the most obvious benefit of email automation is that it saves you time. You set it up once – say, a lead magnet – and you’re done. Now moving forward, when someone receives it automatically as soon as they sign up instead of you having send it manually every time someone new signs up.

Time-saving: Set up your sequences once, and they’ll work for you even when you’re away from your desk (though I don’t recommend the “set it and forget it” mentality. You will want to check on it again down the line.)

Trust-building: Deliver promised content promptly and consistently.

Personalization: Tailor content based on subscriber actions and preferences.

Improved insights: Track engagement and gather data to refine what emails you’re sending and to who

How to automate email marketing

In order to automate your email marketing, you need an email marketing software, also known as an email service provider (or ESP). While the list is endless, some email automation tools include Kit, Mailchimp, ActiveCampaign, Flodesk, Mailerlite, and Constant Contact.

Once you have your email marketing software, you’ll need to set up workflows in the backend. Depending on your software, this might have different name. Here’s what they’re called in different platforms:

• Visual Automations & Rules (Kit – formerly known as ConvertKit)
• Mailchimp Journeys
• ActiveCampaign Automations
• Flodesk Workflows
• Mailerlite Automation Workflow
• Constant Contact Automation Path Builder

What is the best email automation tool?

Even though I’m a Kit Consultant, I’m of the opinion the “best” tool depends on your specific needs (and what you’ll actually use).

Here are some other factors that help you determine which is the best one for your business:

• What integrates with the other softwares & systems you’re currently using?
• How robust do you need it to be, and how comfortable are you with technology? Some that have some pretty knock-out features are way too complex for the average small business owner.
• Can it easily grow with your business?
• Does the backend feel somewhat intuitive to you or does it make your brain feel all scrambled?

A human-centric approach framework to guide your email marketing automation strategy

To bring this human-centric email marketing automation strategy to life, I’ve identified five steps, each one building on the next to help you to reach your email marketing goals in a way that is intentional and aligned with your values and how you want to show up. It’s the framework I use when working with my clients, whether it be helping them to pinpoint where their Kit setup is a hot mess or migrating them over from another email marketing software:

Organize

In this first, you are focused on organizing your email subscribers. Thinking of like stepping int a tidy, well-organized room. Everything has its place and purpose and it becomes easier to manage and use effectively.. When you organize your subscribers, you ensure that each person receives messages that are truly relevant to them, showing that you value their time and interests.

But it’s about more than just keeping things neat. It’s about respecting your subscribers as individuals by sending them content that aligns with their needs and preferences.

A well-organized plan helps you connect with your email community in a way that feels more personal and meaningful – even when things are automated. This not only improves your email deliverability and engagement rates but also builds trust with your subscribers. When people receive messages that speak directly to them, they’re more likely to open, read, and engage with your emails.

To get started, begin by auditing your existing tags. Identify any duplicates or outdated tags and simplify where possible. Plan out a strategy that focuses on what truly matters to your audience: their interests, preferences, or past interactions. Use clear and descriptive tag names to make sure it’s easy to understand what each tag means at a glance. Remember to review and update your tags regularly to keep things running smoothly.

For a deeper dive into setting up a warm, human-centered tagging system, check the full post on how to organize your email subscribers so that you’re sending the right emails to the right people.

Opt-In

Opt-in email marketing is about more than just growing your list. It’s about creating meaningful connections and showing your subscribers that you see them as individuals. When someone opts in, they’re not just signing up – they’re entering into your world. It’s a moment of connection that deserves attention and care.

This approach uses what I call the ALIGN Framework so that you’re incorporating consent, deliverability best practices, and human connection every step of the way:

• A – Affirm Consent: Make it clear that you respect your subscribers’ privacy by prominently displaying privacy statements and offering easy opt-out options. This transparency sets the stage for a trusting relationship.
• L – Learn from Questions: Engage with your subscribers right away by asking thoughtful questions during sign-up. This helps you tailor your content to their needs and preferences, making them feel understood and valued.
• I – Implement Tagging / Segmentation / Grouping: Use the information you gather to organize your list effectively. This way, you can send relevant, targeted content without overwhelming your subscribers.
• G – Guide with Gratitude: A personalized thank-you page can make a big difference. Use it to confirm the subscription, set expectations, and express your appreciation. Consider adding a personal touch, like a video message, to strengthen the connection.
• N – Nurture with a Welcome Series: The first few emails set the tone for your relationship. Use this opportunity to introduce yourself, explain what subscribers can expect, and encourage engagement by asking for feedback or replies.

Remember, every subscriber is a real person who has shown interest in what you offer. By treating them with respect and warmth, you’re not just building an email list, you’re building a community. To dive deeper into creating a thoughtful, consent-based opt-in process, explore our full guide on crafting an effective opt-in email marketing strategy.

Offer

What automated emails do you have set up to sell your free and paid products and services, or where are there opportunities to do that? How are you personalizing those offers based on what you know about your subscribers?

Onboard

Automated onboarding emails are your chance to show your clients and customers that you care about their experience and want them to feel at home with your business.

This email or series of emails guides new customers through the essential steps following their purchase, whether it’s accessing digital content, booking a call, or joining a scheduled event. They go beyond a simple welcome, focusing on ensuring customers feel confident and excited about their decision to choose your business.

Creating an effective onboarding sequence requires empathy and thoughtful planning. Even though the emails are automated, they should feel personal. These emails set clear expectations, build trust, and help establish a positive relationship. They make customers feel welcomed and reassured, demonstrating that you are there to support them at every step.

It’s also worth noting that by tagging and segmenting your customers appropriately, you can ensure they receive relevant information and avoid unnecessary marketing messages. This attention to detail helps maintain a smooth, supportive customer experience.

Optimize

What are your email stats telling you? Where are there opportunities to send follow-up emails based on what you know about your subscribers? In this pillar, analyzing email statistics to make informed decisions and identify opportunities for follow-up emails (whether they be automated or more manual)

We’ll be delving deeper into each of these pillars, equipping you with the knowledge and tools to automate your email marketing while maintaining a genuine human connection with your subscribers.

By shifting your perspective from a rigid funnel to a flexible and adaptable ecosystem, you can create a more engaging and effective automated email marketing strategy that enables the right emails to get to the right subscribers, which in turn builds trust and connection so that you can increase opportunities to make sales.