Picture your website traffic as a big funnel.
At the top of the funnel is all of the raw traffic that comes to your site. The next level down in the funnel is narrower, and these are only those visitors who've interacted with your brand in some way (e.g., by reading your blog, following you on social media, or giving you their email address). The bottom level of the funnel, and the smallest, includes those people who've taken the plunge from interacting with your brand to making a purchase.
Convincing someone to give you their email address is much easier than convincing them to buy something, since it doesn't cost anything except the ten seconds it takes to sign up. Once you have someone's email though, you have the opportunity to follow up with them over time and eventually move them from the middle of your funnel to the bottom where they become a customer.
But how can you get that traffic into your funnel and convince people to give you their email address? And then how can you effectively build a relationship with them until they remember you, want your product, and pull out their credit cards?
Let’s dive into some strategies to first build up an email list and then effectively market to it.