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Last Updated on November 15, 2022
An evergreen email marketing funnel is the best automated sales funnel that can break the feast-or-famine cycle and build steady, reliable, ever-growing revenue.
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As I often say, one of the best things you can do for your business (and mental health) is to figure out how to stop exchanging your time for money. Your time is a finite resource, and if all you ever do is trade time for money, the amount of money you can make is finite as well.
Automating as much of your business as possible is one of the ways to get off the hamster wheel of exchanging your time for money and get on the path to exponential revenue growth.
One of my favorite ways to automate and grow an online business is with evergreen email marketing funnels.
Once you get your evergreen sales funnel up and running it will be working FOR you 24/7/365 with very minimal continued effort on your part. You’ll have a steady, reliable stream of (mostly) passive income coming in, while your time is freed up to focus on the things that are most important to you.
I’ve covered this in more detail in other blog posts, but here is a brief overview of the benefits of using evergreen funnels, and why I’ve found them to be such a powerful tool in my own business.
Evergreen funnels create more room for embracing and incorporating feminine energy into how we work: respecting cycles, trusting our intuition, listening to our bodies, and honoring both seasons of “getting after it” AND seasons of rest as essential pieces of a successful work life.
Making room for rest and creativity is a smart way to work. When you work with your body (instead of against it), you actually get way more done, and you feel way better at the end of the day. Evergreen sales funnels allow you to make a passive income without depletion, burnout, and sacrificing your health.
Now let’s look deeper into the mechanics of an evergreen funnel. How are they set up? What are the stages? And what is each stage accomplishing for you and your business? We’ll start at the top.
Throughout your funnel, you are working to establish a Know, Like + Trust relationship with your potential clients. They need to get a real sense of who you are, and to feel that they can relate to you (and you to them), and they need to see that you’re operating with integrity. It only makes sense. We all want these things when we’re getting ready to give our money to someone!
This is the first stage of your nurture sequence, the awareness and discovery stage. Look at this stage as your introduction. Most people at this stage aren’t ready to buy (and if you try to sell to them, they’ll often feel overwhelmed and exit).
Typically people enter this stage of your evergreen funnel by giving you their contact information in exchange for a small, free (but valuable!) gift — a report, digital tool, or training of some sort.
People here are in the don’t-even-know-what-they-don’t-know stage. Your job is to give them a high-level overview of your business and what you have to offer, while reassuring them that you understand their problems, know what they are going through, that there is a solution, and (very important) that you can help them.
Consider that they might not even know what their problem is; they just know they have one, and you might need to go so far as to tell them what their ACTUAL problems are. You’re showing them that you see them clearly and that you’re on their side.
You’ll see the most people at this phase of your funnel. Because people don’t really know who you are yet, they’ll sign up for your emails, and some will drop off (unsubscribe or stop reading) when they realize on their own that you’re not a good fit. This is okay!
Don’t worry about losing these people here! This is actually a good thing. You only want to work with people who are your ideal clients, and who you can actually help, so only focus on reaching your ideal clients, not everyone. Remember: we’re letting go of pushing, striving, and forcing. Instead, we’re allowing and going with the flow. The right people will make it all the way through your funnel and become customers.
This is the getting-to-know-you-better phase of your nurture sequence.
In this phase, you’ll be providing even more valuable content. Educating the reader more about why they’re struggling and what solutions will solve their problems. Provide valuable, deep-dive, actionable content — don’t hold back here. Show off! Establish yourself as an expert in their problem and the solutions.
Please resist the urge to sell here. It’s still too soon. You’re still in the early stages of building that know, like + trust relationship, and you don’t want to risk losing that trust by asking for too much too soon. (Patience, grasshopper.)
This is the final stage in your evergreen email marketing funnel, the sales sequence, where you ask for the sale. You might invite them to a webinar (with an evergreen funnel this will be pre-recorded, although you can also offer it live if that feels great to you), and on the webinar you’ll focus on closing the sale.
Alternatively, you can offer a smaller purchase, to get them primed to buy your bigger-ticket offerings, and move them into another funnel. You can approach it in whatever way feels most natural and aligned for you. It all depends on your unique business model and products or services.
Generally, I suggest 3-10 emails in each phase, depending on how incrementally you’re working your way up to your main off and what the price point is of your main offer.
For example, if you have a high-ticket main offer, then you might have more “stair steps” in your sales funnel that might look like:
All the while these sequences are in play, you’re making sure to move people into the appropriate corresponding funnel based on their response. So if they sign up for the freebie on your website but don’t take the webinar offer, you want to have a place to put them that makes sense with the level of interest or desire they’re showing. You’re not pushing your high-ticket offer on someone who isn’t ready.
I know that all of this can seem a bit complicated. And on the front end, it can be pretty labor-intensive. That’s just the truth. BUT — once you get it going and established, the amount of time it saves you will astound you.
PLUS — inside the Success With Soul Incubator, I literally give students my entire funnel to swipe and use and make their own. That’s right. You can just click a button and import all the emails I use. I’ve had Incubator students who say this one thing alone is worth the price of the program, because it saves them dozens of hours of setup.
If you’ve never built, or even peeked behind the scenes of an evergreen email marketing funnel, this may seem like voodoo magic right now. You might be wondering what actually makes all of this go. So let’s break it down even further and look at some of the tools you’ll use to actually set up an email funnel like this and keep it humming along.
Please don’t feel bad about using this “scripted urgency” — you’re actually doing people a favor by giving them a gentle little push to make a decision they intuitively know is right for them.
This is by no means a comprehensive list. Depending on which tools you choose and your unique setup, you may have additional needs — but this gives you a good idea of the basic framework you’ll use when building your evergreen email marketing funnel.
I’m ALL about teaching women how to work smarter, not harder. And I really truly believe (and have experienced myself) that evergreen funnels are a key component to building a more hands-off business that can serve your whole life.
If you’re personally managing every aspect of email communications, you’re expending way too much energy. If you’re relying on live launching to make your annual sales, you’re setting yourself up for a lot of stress and unreliable results. If you’re trying to promote and sell on social media, you’re barking up the wrong marketing tree.
Each of these approaches requires that you be “on” pretty much at all times. It’s not sustainable, and it will eventually lead to frustration and burnout.
Along with rock-solid SEO on your (WordPress) site, setting up an efficient evergreen email marketing funnel is THE best thing you can do for your business, your revenue, your satisfaction, and your overall well being.
Inside the Success With Soul Incubator, we accomplish in ONE YEAR what it would take you five (or more) years to do on your own.
How? We focus on six key pillars of healthy, grounded business ownership — a framework that’s radically and refreshingly different from the standard hustle + grind approach.
In this FREE masterclass, Six Systems for Six-Figure CEOs, I’ll take you inside this framework and show you why the Incubator is THE place to create a soul-aligned business that serves your whole life.
Inside the Success With Soul Incubator, we spend an entire year helping you create the business of your dreams — including how to set up a rockin’ sales funnel that serves your ideal clients AND that frees up time and energy for you, plus so so much more. (The life-changing evergreen funnels are the tip of the amazing iceberg.)
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We are an LGBTQIA-affirming, interfaith-oriented, diverse organization. We are committed to social and environmental justice, including civil rights, dismantling systems of oppression like the Patriarchy, White Supremacy and Diet Culture. We believe Black Lives Matter.