Without customers, there can’t be business. So how can you attract new customers to your startup or keep existing customers engaged? The answer is simple: growth marketing.
As a growth marketer who has honed this craft over the past decade, I’ve taken countless courses and can confidently affirm that doing the job is the best way to learn the skills to excel in this profession.
I’m not saying you should immediately join a Series A startup or get a growth marketing role at a large company. Instead, I’ve broken down how to teach yourself growth marketing in five easy steps:
- Set up a landing page.
- Launch a paid acquisition channel.
- Start an email marketing campaign.
- A/B test growth experiments.
- Determine which metrics are most important to your startup.
In this third part of my five-part series, we explore how you can set up email marketing to push consumers through your funnel and drive conversions. For the entire series, we assume that we are working on a direct-to-consumer (DTC) brand for sports supplements.
Distilling user segments as much as possible is crucial because we need to make sure we’re sending the right message to the right consumers.
Your growth funnel
Even if you have the most premium product and a great product-market fit, if you don’t use email marketing, you’re leaving huge leaks in the bucket. You can think of email marketing as a way to close the gaps that consumers are leaking from at different stages of your funnel.
The funnel for our athletic complement would look simple compared to something like getting someone to sign up to drive for Uber. I’ll show what both funnels look like below.
Sports supplements funnel: ad view > website view > add to cart > entered email > checkout process (add payment and shipping details) > purchase.
Uber driver funnel: ad view > website view > email entered > basic identity questions (e.g. date of birth) > sensitive identity questions (e.g. driver’s license, SSN) > KYC background check consent > download mobile app > complete first ride.
As the complexity of the funnel increases, so does the likelihood of leaks, as does email marketing’s ability to plug them.
For our athletic supplement, I would start with three automated email campaigns:
- Consumers who enter their email address but do not purchase.
- Consumers who add payment/shipping information but do not purchase.
- Consumers who made a purchase but did not repurchase within 30 days.