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Welcome back!

We hope everyone had an awesome weekend! Today, we’re exploring the conversion stage of the evergreen marketing funnel— the point where leads you’ve been convincing become actual buyers. Unlike the standard marketing funnel which focuses on a linear path to one-time sales, the conversion stage in the evergreen funnel is focused on building customer relationships with retention in mind. Conversion under this framework combines personalization with automation to make the actual purchase a natural next step on a customer’s journey.

Let’s dive in! 🏃‍♂️🚀

News

Tools + Productivity

Strategy

Automated Conversion Triggers

As you’ve probably realized, what makes a marketing funnel “evergreen” is sustainability, which can be achieved through automation.

Behavioral triggers based on user interactions, time-based triggers for timely offers, and segmenting leads for more effective personalized conversion paths are just a few examples.

Let’s start with some behavioral examples.

1. Course browsing trigger: If a user spends more than 5 minutes browsing courses in a specific category, trigger an email offering a free mini-course in that subject

2. Video engagement trigger: When a user watches more than 75% of a free preview video or mini-course, trigger a pop-up offering a limited-time discount on the full course

3. Resource download trigger: If a user downloads multiple free resources related to a specific topic from your platform, like SEO guides, trigger a sequence of emails with teasers for the platform’s comprehensive SEO course

   

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4. Quiz completion trigger: After a user completes a skill assessment quiz, trigger a personalized course recommendation with a nice discount based on their results.

Time-based triggers are more obvious, but effective ways to boost your shot at securing a conversion.

1. Trial expiration trigger: a few days before a free trial ends, trigger an email series offering a discount on the first paid month of subscription

2. Seasonal menu trigger: at the beginning of each season, trigger an email campaign showing new seasonal offerings to inactive subscribers

3. Anniversary trigger: on the one-year anniversary of a customer’s first order, trigger a special offer for a premium upgrade

   

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4. Re-engagement trigger: If your customer hasn’t placed an order in say, 60 days, trigger a “we miss you” email campaign with a special comeback offer

Now how do we tailor conversion paths based on a customer’s profile? Let’s use the example of a fitness app.

One way to slice the pie is by fitness goals— after segmenting customers into those who wish to lose weight and those who wish to gain muscle, you could trigger offers for different packages.

A fitness app or program might trigger offers for personalized low-calorie meal plans and HIIT workouts for weight loss-focused customers while offering promotions for strength training programs and protein supplements for those on a bulk.

You may also trigger different campaigns based on activity or skill level. For beginners, you might promote “Fitness 101” courses, while higher-level segments would see advanced training techniques and premium features.

Engagement is another way to determine what kinds of promotions would be most effective. Highly engaged customers that use an app 5+ times a week may be more responsive to offers for annual subscriptions at a discount, whereas low engagement segments using the app 1-2 times a week might respond best to offers for one-off purchases, like personalized coaching sessions.

Finally, you might split your customers based on qualitative purchase history— referring to the types of services they’ve bought from you in the past.

For example, you might advertise virtual personal training sessions for past equipment buyers to complement their home gym. For those who purchased a nutrition plan, offers for one-on-one macro coaching would be more personalized.

Multi-Channel Conversion Touchpoints

Effective evergreen funnels leverage multiple channels to maximize conversion opportunities while maintaining brand identity across various platforms.

For one, this means integrating social media, email, and retargeting ads into your marketing campaign strategy.

It also means using cross-channel messaging for a consistent brand experience.

For the cherry on top, use omnichannel analytics to track conversion paths and create a cohesive customer experience. Disney’s MagicBand is a prime example— it serves as a hotel room key, theme park ticket, and payment method. It connects to the app for users to check wait times, make dining reservations, and view photos taken in the park.

So how does Disney use this information? For one, guests receive personalized emails with photo memories and targeted offers for future visits. On top of that, Disney uses data from all these touchpoints to optimize everything from staffing levels to restaurant inventory.

Looking Ahead

Evergreen funnels rely heavily on automated systems for improving conversion rates, but touchpoints on the customers’ end shouldn’t feel automated, even though we all know most marketing is by now. Ironically, the automation-enabled process of using customer data to segment and target your campaigns is exactly what makes those campaigns feel more personal.

The key takeaways should be to 1) emphasize a long-term value focus to nurture leads over time, 2) maintain a consistent brand experience across multiple channels, and 3) leverage data and automation to create highly personalized conversion paths that keep leads coming back for more.

If you’re interested in automating your marketing processes to grow faster, click here to learn more about how Loopgenius can help you.

Stay tuned for next week, where we’ll continue digging into November’s theme!

Evergreen Marketing Funnel

Week 1: Attraction
Week 2: Engagement
Week 3: Conversion (this week!)
Week 4: Retention

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