How to Build an Evergreen Email Funnel for Your Health or Wellness Business
The evergreen caught the eyes of a lot of business owners lately. Especially of those who are working by themselves or with a small team.
Evergreen marketing is already used by those who are in business for a while and it helps you sell even when you’re focused on something else. Like creating long-form content such as a blog post or a new Youtube video or while you’re playing with your kids in the backyard. (Nice, right?)
This evergreen approach to marketing can make sense for you if you want a slow, sustainable, personal and intimate approach to marketing. That means you don’t need to create assets every week, but you can still enjoy the effect of what you’ve built even 2 years ago.
And one important asset you can include in your evergreen marketing is an email funnel.
What is an email funnel?
It’s a strategic series of automated emails sent to your subscribers that guides someone from being a stranger to buyer, then repeated buyer and loyal client.
You can create multiple series of emails (aka email sequences) in your strategy, which makes each of them an email funnel (if the intention is to guide people through any of the steps above).
Right now, if you do write emails to your subscribers, you are the automation. Maybe women join your list and then nothing happens. But then you finally have an idea about what to write or you finally have time to focus on your list too. That however leaves too much room for your income to move only in the direction of your energy.
But a successful business that runs without the need to look at your energy levels or mental space doesn’t come from working harder or from having a bigger team.
It comes from having strategic assets that can fire on their own at 2 am in the middle of the week you took off, without you touching your inbox once.
Types of email funnel
Some of the most common email funnels that can help with your evergreen marketing are:
Welcome email funnel - which can be used to power your lead generation
An abandonment funnel - to fix a leak in your sales funnel
A re-engagement sequence - to rebuild the relationship with your subscribers
A sales sequence - to promote your service(s) and products or to present a timely offer
Steps on how to build an evergreen email funnel for your wellness business
1. Choose your unique angle
Aka why should someone want to hear from you regularly? Why would they want to give their email addresses to you?
The angle you choose should be desirable, specific, memorable and exclusive enough that your ideal subscriber knows what they’ll get (maybe even how often too) by subscribing to your list.
2. Lead magnet
In many cases, you’ll need a lead magnet – especially if you’re creating a funnel addressing people who are not yet in your list.
That should solve a specific problem or give your ideal client a quick and useful win. And it should also naturally connect to your services and offers so you can build the relationship on that.
3. Write the emails
These should work together rather than feeling like a collection of unrelated stories popping in people’s inboxes.
Focus on value and education first, but don’t forget to market yourself. To not be salesy, you can apply the 3:1 rule: 3 value or education emails for every 1 sales-related email.
4. Don’t forget to name the next step
Once you’ve built enough trust and showed you understand what they’re going through, invite your subscribers to take action.
That depends on the goal of the email funnel. As an example, the next step might be to book a discovery call, buy a product, join your membership waitlist - whatever it is, name it.
5. Automate
Now you can simply automate the funnel. (And no, there’s nothing less personal about that.)
You’re simply allowing the system to deliver the right message at the right time without manually having to do that yourself. That’s one of the beauties of evergreen marketing tho.
Bottom line
Evergreen marketing doesn’t mean “set it and forget it”, It still needs to be relevant and you need to improve it and update it once in a while. That helps you make more informed decisions on what you can create next, while keeping it relevant to your subscribers.
An email funnel in your marketing mix can take off the dependency on your energy, motivation or available time. It builds an intimate relationship with your audience for when they are ready to work with you (not only when you’re ready to sell).
If you want to start building your evergreen marketing strategy, Visitor-to-Client Funnel might be the exact thing you’ve been looking for.
Hey, I’m Patri!
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I’m the #endogirl you call when you need warm & intentional sales copywriting to support your business and yourself.
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