How to Connect Your Landing Page to Your Sales Funnel

Email Marketing Landing pages

Every good sales pitch starts with a ______.

How would you fill in the blank?

If you said “an effective product” or “a helpful service,” you’d be right about what a sales pitch should ultimately end with, but you should begin that pitch with a landing page.

Landing pages allow you to dedicate your headline, description copy, imagery, and call-to-action to one specific offer. The more targeted your messaging can be, the more likely you’ll be to entice people to sign up.

When you add a valuable lead magnet offer on top of that, you’ve got a winning combination, but you don’t want to stop there.

While the landing page will catch your audience’s eye and build your email list, you need a way to nurture your new subscribers. You don’t want to go radio silent after they sign up. This is where the relationship begins, after all.

After someone takes the first step by downloading your lead magnet from the landing page, it’s up to your follow-up email sequence to be the converter.

How to create a sales funnel email sequence

Once you’ve created your sales funnel landing page inside ConvertKit, you’ll need to craft an email marketing strategy that gives you a way to communicate with subscribers who sign up for your email list.

Landing pages will attract new subscribers while an email sequence will guide your audience through a series of emails that are targeted right to them.

How email landing page funnels work

There are a few key benefits to using email sequences to follow up with new subscribers after they sign up on your landing page, including:

  • Nurturing your relationship with subscribers who are just joining your list.
  • Allowing you to turn new audience members into paying customers.
  • Educating your audience on topics related to your niche that interest them.
  • Segmenting your audience based on their interests, skill level, goals, industry, etc.
  • Building more trust as you provide valuable information to each subscriber.

Let’s start by breaking down the five-part email sequence framework that will help you confidently write every email in your sequence, which we also include inside our sales funnel automation template.

By the time we’re done, you’ll feel more equipped to sell your offerings than ever!

Email 1: Teach

Before you mention your product or service offering, you’ll want to welcome your subscribers to your email list and let them know what they can expect from you. This will help subscribers understand what they will be learning about throughout your email series so they stay tuned into your follow-up emails.

In addition to a personal welcome from your brand, it’s best to use your first email to educate your audience on a topic that is directly related to your landing page or lead magnet.

If someone signed up for your list because they wanted access to your free journaling prompts but your first email talked about how to declutter their office, there would be a clear disconnect between your landing page and email sequence.

Review your landing page to make sure the same message from your email sequence is reflected on the page. This creates consistency in your messaging, which ultimately builds trust and authority with your audience.

As you write the first email of your sequence, keep this flow in mind:

Hey [subscriber’s first name here],

[Welcome subscriber to your list. Add personal details about their interests based on the topic of your landing page to make a connection.]

[Establish your expertise in the topic by highlighting your experience, but keep this section fairly casual and upbeat.]

[Talk about what they’ll learn in this email and in subsequent emails so they know what to expect from you next.]

[Start explaining the first lesson that relates to your niche topic. Explain the problems that many people, including your subscribers, have with the topic.]

[Introduce at least one tip or strategy to help them overcome the problems you explained in the previous section.]

[Mention when you will be sending an activity or more tips on your topic while getting ready to sign off the email.]

Best,
[Your name or brand name here]

Remember that, in this first email, you won’t mention what you’re selling. It’s important to keep your offerings out of the conversation at first so you only focus on giving educational value.

Get creative with the tips and tricks you offer! The more valuable they are, the more your audience will trust you and connect with your brand. This will come in handy when you start to sell your products or services, which briefly comes into play in the next email.

The 5 part email sequence that will help you increase your sales

Email 2: Soft Pitch

Your first email was focused on welcoming your new subscriber and giving an initial lesson to grab your audience’s attention. Once you’ve completed that goal, you can use the second email to mention your product or service for the first time, but only at the very end of your email.

We like to call this a soft pitch. This means that instead of making the entire email about your product or service, you’ll use the email to mostly educate your audience with a very brief mention of your offering.

This will get your audience used to seeing the name of your product or service without feeling like they are hit with a big sales pitch right away. Your main goal with the second email is still to nurture your email subscribers, but this will give you the opportunity to lightly introduce your offering.

You might be wondering what you should write about for the rest of the email. Think of it as a continuation of the lesson you started teaching in the first email.

Include more insider tips that solve your audience’s problems inside the email. You can also add resource recommendations to your content and other people’s content that might be helpful as they learn more about your topic. Again, this is all about giving upfront value.

Then, and only then, can you mention your offering when signing off the email.

Here is what the flow can look like:

Hey [subscriber’s first name here],

[Welcome subscriber back to your list and check in to see how much they enjoyed the lesson that you shared in the first email.]

[Share how many more tips and recommendations you are going to share in this email and reintroduce the topic, problem, and solution.]

[Give two or three tips that directly relate to the topic and solve the core problem for your audience. Add your personal insights to strengthen your tips.]

[Leave them with a list of recommended resources tailored to their interests.]

[Talk about what the next email will teach them.]

Best,
[Your name or brand name here]

PS: [Mention how your product or service is a perfect fit if they are interested in the topic you’re teaching about in these emails with a link to your sales page. Remember, you are only lightly introducing it here so you don’t need to include details about the offering’s cost, features, or benefits.]

See how I mentioned the sales offering in the “PS” message at the very end? This is done intentionally so the focus stays on the educational content you’re generously sharing with your audience.

Add intrigue to your next email with a PS

If people are interested to learn more about your offer at this stage, they can click the link to your sales page to browse through it on their own time. You can also look at how many people click this initial link to your sales page by looking at your email analytics and viewing the click rate.

Email 3: Teach

In your third email, you’ll go back to giving value through your educational content. It may feel like you are doing a lot of teaching at this point, but it’s important to show how invested you are in helping your audience grow and learn more about the topic.

Without this educational content, you’ll create an email sequence that feels like one long sales pitch. That’s not what you want to do. Instead, you can make better sales by leading with content that is written specifically for your audience that they can apply to their life or business.

You don’t need to mention your product or service again in this email. That will come later. For now, just focus on creating a valuable lesson that your audience will want to engage with at the end of the email. The higher your email marketing engagement is, the more memorable your messaging will be.

Here is a simple workflow you can follow for your third email:

Hey [subscriber’s first name here],

[Introduce the next lesson you’ll be sharing through this email.]

[Include a personal story of how you learned this lesson and implemented it into your own business or life so your audience can connect with you.]

[Share the top lessons you learned along the way with tips on how they can overcome some of the obstacles you faced.]

[Give them an idea of what your business or life looks like now that you know the value of the lesson you are teaching in this email.]

[End with a question prompt that asks your audience what parts of this lesson they resonated with and what they’re currently struggling with. Ask them to answer the question by replying to the email so you can engage with them privately.]

Best,
[Your name or brand name here]

PS: [Talk about what the next email will be about.]

Email 4: Soft Pitch

Now it’s time for another soft pitch. This is where you will lightly reintroduce your offering to interested subscribers while telling a bigger story. It’s smart to craft a fourth email in your sequence that highlights a case study.

You could use your own story as a case study if it is a strong example, but it’s best if you can use a case study from a past client if you are selling freelance services or a past student if you are selling an online course.

In order to create a great case study inside your email, you’ll want to follow this example:

Hey [subscriber’s first name here],

[Introduce the person or brand you will be reviewing through the case study, whether it is a past client or customer.]

[Set the scene by highlighting the pain points the person had before working with you or buying your product.]

[Share the different strategies or educational value you gave the person through your offering after they invested in it.]

[Show the results of what happened after the person successfully implemented your product or service into their life or business. Share statistics wherever possible.]

[Talk about how your email subscribers can achieve similar results by investing in your product or service. Briefly explain the other benefits of working with you or buying your product before you transition into your soft pitch.]

[Add a simple link to your sales page for subscribers to learn more about your offer. You may also want to create a click automation with Link Triggers inside ConvertKit to make sure you gather data from people who show their interest by clicking this sales page link.]

[Include a short testimonial from the person in this case study to end the email.]

Best,
[Your name or brand name here]

That case study doesn’t seem so hard to write now that you have a template, right?

All of the necessary elements of a proper case study are inside this email, but make sure that you write in a concise way so the content isn’t too long. Keep it below 500 words if possible. (You’ll notice that there is a helpful word counter tool built right into the ConvertKit platform!)

Adding testimonials to your sales funnel with increase your trust

Ending with a testimonial from your case study will be the perfect way to close your fourth email. It gives your case study some valuable social proof that will impress your audience and give them another reason to trust you.

It’s easy to say that your offer is incredible, but it’s even better if you can get someone else to stand behind your offer, recommend it to your audience, and share how it helped them.

Email 5: Hard Pitch

All of your emails have led to this moment: the hard pitch email. Most content creators feel their palms start to sweat as they write this email because they worry about coming off as “sales-y.”

You can make sales in an ethical way that feels true to you while you write your hard pitch email. Start by highlighting the benefits of your product or service before you transition into the different features (or deliverables) inside your offering.

Then you’ll make sure your hard pitch answers any of the main questions your subscribers may still have about your offer. Remember that you’ve briefly talked about your product or service, but this is your main opportunity to spend the whole email talking about it.

Since you’ve given valuable email content (not to mention a great lead magnet) away for free, their trust in your brand should be at an all-time high. Use this space wisely!

Here is a template you can customize for your own hard sales pitch.

Hey [subscriber’s first name here],

[Explain what main problem your offering is solving and how it is going to help them solve it in a more effective, efficient way.]

[Talk about who the product or service is perfect for so subscribers will know it is specifically tailored for them.]

[Showcase the benefits that other clients or students have walked away with after investing in your offer.]

[Mention why your solution is better than other products or services that exist in the market so your offer stands out among competitors.]

[Link to your sales page, contact form, or product checkout page depending on what call-to-action fits your sales strategy.]

[Reintroduce the value of this offering and list out the features and deliverables inside the offering. People should walk away from this section knowing exactly what they get when they invest in the offer. A bulleted list works fine and saves on space.]

[Talk about how valuable the offering actually is but include the investment amount you are selling it for. Also, mention why it is worth the investment and include ways that they can make back their investment by utilizing your offer if applicable.]

[Include a short testimonial from past clients or customers who made back their investment or received great results from their investment.]

[Again, link to your sales page, contact form, or product checkout page depending on what call-to-action fits your sales strategy.]

[End with a final call-to-action to make sure people sign up. You can add a limited time offer with free bonuses, discounts, or anything else that adds more value to your offer. To add even more urgency, you can add an email countdown timer.]

Best,
[Your name or brand name here]

After you write your sales pitch, you’ll be able to finalize your sales funnel email sequence.

Once someone finishes your sequence, you can decide whether you want to send them a welcome email sequence, a sequence of repurposed content, or regular email updates through one-time email broadcasts.

You might also want to add one more email to your sales funnel email sequence that gives your audience an additional list of resources to transition them into the next step of your marketing funnel. To determine which strategy is best for your brand, think about what will help you best nurture your buyers and non-buyers.

As you make your decision, you can make the process of building your subscriber’s journey in ConvertKit even easier by using our sales funnel landing page automation template.

Put it all together with our sales funnel automation template

With our visual automation tool, you can easily see how subscribers will move through your landing page and follow-up email sequence. When you are able to visually see how the sales funnel will work, it’s easier to decide what content you want to put where.

ConvertKit sales automation email funnel

Not sure where to begin? We created a sales funnel automation template (which follows the graphic example above) that you can easily customize so you don’t have to start from scratch.

All you need to do is click the button below and click “Use This Automation” on the automation page so it automatically copies the template into your ConvertKit dashboard. It’s super slick!

Get the sales funnel automation

You’ll want to swap out the sample landing page inside the automation template for the landing page you previously created, but after that, you can copy and paste your email sequence into the educational email sequence template.

Don’t forget to include new email subject lines and try our A/B testing feature!

I can’t wait to see what you create inside our Landing Page Builder.

Get started with a free trial of our automations

Kayla Hollatz

Kayla Hollatz is a copywriter and content creator for creative entrepreneurs who want their words to connect and convert. Few things make her happier than ghostwriting for clients in her studio, aka her four-season porch with a lake view. She can frequently be found fighting Minnesota winters with a mug of hot chocolate in hand.

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