Quiet Connections

I’ve often described email this way:

Email is the glue that holds your funnels together for the life of your prospect.

The more I think about that sentence, the more I believe it’s true.

Funnels aren’t really about pages.

They’re about relationships.

Someone reads an article.

Later they download your free report.

Weeks later they watch a video.

Months later they attend a webinar.

Eventually they purchase a product.

Maybe years later they buy something else.

What connected all those moments?

Without it, those interactions often become isolated events.

With it, they become one continuing conversation.

That’s why I don’t think of email as another marketing channel.

I think of it as the connective tissue of my business.

The funnel isn’t an asset.

The relationship is.

Email simply keeps the relationship alive.

People see funnels as a series of pages.

Experienced marketers see funnels as a series of conversations.

Email keeps those conversations going.

Look at every offer you have.

Ask yourself,

“What keeps this relationship moving after today’s click?”

If the answer isn’t email—or another owned communication channel—you probably have a gap in your funnel.

Pages guide people.

Email stays with people.

That’s why it quietly holds the entire funnel together.

Let’s begin.

— Fred Raley

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