Connecting Paid Media and Email Marketing: How to Work the Sales Funnel from Start to Finish

Category: UX & DESIGN
June 18th 2021
8:18:02 am

We discuss the importance and value of quite frequently.

After all, email marketing is one of the most lucrative tactics a seller can leverage, with some. However, sellers can still enhance such outcomes by learning how to combine paid media and email marketing.

The fact of the matter is that like paid media and email marketing strategies can serve as a boon to retailers, as the two can work synergistically to guide consumers all the way through the sales funnel.

Plainly put, much like, figuring out how to combine paid media and email marketing can help retailers achieve similar outcomes.

Therefore, today, we will explore how merchants can blend paid media and email marketing strategies to walk consumers through the sales funnel and generate more conversions.

Before getting down to brass tacks, let’s go ahead and set the stage.

eCommerce Sales Funnels Explained

A is a marketing concept that serves to map the journey a consumer goes through when making a purchase.

The model employs a funnel as an analogy due to the fact that a significant number of prospective customers may begin the process at the start of the funnel, yet only a small portion of those people will make a purchase at the bottom of the funnel.

As consumers pass through each stage of the sales funnel, it indicates a growing commitment to completing a purchase. For most retailers, be they digital or physical, this model is utilized to guide their.

While sales funnels can become rather complex, the most basic version is composed of five stages:

  • Awareness
  • Interest
  • Decision
  • Action
  • Retention

Let’s go ahead and take a closer look at each of these stages.


This is the very top of the funnel.

At this stage, the consumer becomes aware that they have a problem or desire and begin conducting a bit of research. It is here that the individual discovers the existence of a brand and its products or services.

This is when a consumer will visit a merchant’s site for the first time, which they found from social media or paid search ads, organic Google rankings or a similar source.


In the interest stage, the prospective customer is actively seeking solutions to their desire or problem.

Naturally, these people will turn to sites like Google. This presents retailers with a fantastic opportunity to lure them in with.

This will be the point in which the person expresses interest in the company and its offerings. As a result, they will follow the brand on social media, subscribe to its email list or take a similar action.


At this stage in the sales funnel, the prospect is making a decision between two or three different retailers who have comparable solutions.

This is a critical stage for merchants to set themselves apart from the competition to help the shopper make their final decision.

Therefore, it could be wise for sellers to leverage incentives to buy, such as discounts for first-time buyers, offers of free shipping or the like.


It is at this stage that the prospect becomes a customer by taking the action to complete a purchase.

The hardest part is officially over. From here, retailers should turn their focus away from acquisition and.


At this point, retailers have officially gained a customer.


Now the goal becomes as a means of turning that person into a repeat customer and potentially a brand advocate.

Keeping customers happy largely comes down to providing an outstanding customer experience and personalized marketing materials that are relevant to the individual.

However, this is just outside the scope of this discussion.

That said, let’s go ahead and take a look at how to combine paid media and email marketing to walk consumers through the aforementioned sales process.

How to Integrate Paid Media and Email Marketing Strategies

While email marketing and paid media might seem like diametrically opposed marketing strategies, the reality is that they can be seamlessly integrated to successfully walk consumers through the sales funnel and get them to convert.

Retailers can effectively combine paid media and email marketing strategies by:

Grow Email Lists Using Paid Search Ads

When aiming to, one of the worst things that a seller can do is purchase a list.

The reality of the matter is that there are a slew of. However, as far as the context of this conversation is concerned, the people who are on that list likely don’t know who the merchant is, why they are being contacted or how that seller got their information.

What this means is that retailers will likely get few, if any, conversions using this tactic.

Instead, when targeting top-of-the-funnel consumers, it is best to reel them in with content, white papers, eBooks, and similar offerings of information, as this is what they are after at this point.

Therefore, a great way to get people onto such pages is to. The reason for this is that ad campaigns that target the same keywords consumers are searching for are an excellent means to grabbing a searcher’s attention and helping them to get their questions answered.

That said, crafting campaigns that target the right individuals using the correct terms at the right time can be a somewhat complex endeavor. Therefore, if sellers want to ensure that their campaigns successfully reach such searchers, it is recommended to to ensure results.

This is important as this is where sellers will gain the leads to target in the interest and decision stages of the sales funnel.

Nurture Email Leads

Once retailers have successfully gained new email subscribers using paid media, the next step is to engage and nurture them with email campaigns.

Naturally, retailers will want to to deliver the most relevant content possible to different consumers, as some might be in the interest phase, others will be in the decision stage and others still are in the retention stage.

Of course, the best way to go about this is to leverage an platform that will help to segment subscribers, manage campaigns and help guide people to the next stage of the sales funnel.

As far as how to combine paid media and email marketing go, depending on the ad that drove the click from the consumer and the keywords that the ad targeted, retailers can create a subscriber segment that delivers content related to those specific keywords and problems.

By generating such a segment, sellers can begin pushing content into subscriber inboxes that are targeted, relevant to their specific problem or interest and educational, thereby helping to guide them to the next stage in the sales funnel.

Convert Consumers into Customers

Assuming that subscribers are engaging with the content that merchants are sending and finding themselves increasingly interested in what the company has to offer, it is time for retailers to turn those engaged leads into full-fledged customers.

To achieve this, retailers will turn back to paid media.

That said, this does not mean that merchants should cease their email-oriented conversion efforts. The fact of the matter is that some consumers will be more inclined to convert from an email than they would from a search or social media advert.

That aside, as far as paid advertising efforts are concerned, retailers can go about securing sales through one or two ways. This does not mean that this is an either/or situation as sellers can leverage at the same time.

Nonetheless, to get email subscribers to convert, merchants will want to:

Upload Email Lists to Facebook and Retarget Subscribers

One of the best ways to integrate paid media and email marketing strategies is to upload email subscriber lists to Facebook and other social media networks.

However, retailers will only want to upload those who are clearly in the decision-making phase and ready to move into the action stage. The reason for this is that if merchants upload a list of consumers who are only in the interest phase, sellers will likely produce paltry results and waste advertising funds in the process, as these folks still need to be nurtured via email.

That said, will enable retailers to create a targeted list of consumers that can be reached with highly relevant ads. This is an ideal method of using paid media as it is dependent upon.

The reason that this is important is that recent developments like the CCPA, and similarly impactful changes to how data can be collected are forcing merchants to lean into first-party data more and more.

From this point, retailers can target email subscribers with ads that feature a specific product alongside an incentive to buy. Again, merchants might employ perks such as a discount for first-time buyers, a special gift, offers of free shipping or the like.

The point here is that consumers have all of the education they need to resolve their problem. All sellers have to do is convince them to act. Therefore, incentives can be a powerful motivator for earning eCommerce conversions.

Upload Email Lists to Google and Retarget Subscribers

Similar to utilizing Facebook for reaching those in the decision and action stages of the sales funnel, merchants can also leverage to engage those who are ready to buy. As Google describes this feature:

“Customer Match lets you use your online and offline data to reach and re-engage with your customers across Search, the Shopping tab, Gmail, YouTube, and Display. Using information that your customers have shared with you, Customer Match will target ads to those customers and other customers like them.”

This method is possibly even more ideal than utilizing Facebook as retailers can target consumers with Shopping ads for the exact item they are interested in buying.

That said, it is essential to remember that the key here is to incentivize consumers to convert. Therefore, it is advisable for merchants to utilize to grab their attention and get them to buy.

Retain Customer and Encourage Repeat Purchases

Once a consumer has converted, the hard part is over. At this point, retailers must transition their focus to customer retention strategies.

Truth be told, retaining customers and cultivating customer loyalty is a critical task to and scaling an eCommerce business.

As far as practicalities go, retailers can use many of the same paid media and email marketing strategies that they employed up to this point. To get consumers to complete a second purchase, merchants can attempt to cross-sell or upsell products using either email marketing, social media advertising, or paid search campaigns.

Additionally, sellers can also enter consumers into new nurture campaigns for entirely different products, send personalized recommendations and refine customer segments based on engagement levels, product purchases, and similar activities.

Final Thoughts

While email marketing and paid advertising can be effective on their own, learning how to combine paid media and email marketing can be a far more effective means of generating sales.

Therefore, understanding how to build a sales funnel around paid media and email marketing strategies is critical to earning new customers, increasing eCommerce revenue, and scaling an online retail business.

That said, integrating these strategies successfully and using them to create a functional sales funnel is easier said than done.

If your brand wants to take its paid advertising and email marketing efforts to the next level, reach out to.

Our team of email specialists can help your brand to create highly profitable audience segments and craft resonant email campaigns that are sure to convert.