Resource Page: Email Funnels

This is a juicy resource page!! It is one you’ll likely come back to time and time again, and will want to have open in a tab on your computer when you are sketching out your funnel(s).

Email Funnels for Digital Products:

Recommended Software and Tech:

Email Service Provider - ConvertKit

Landing Page Builder - LeadPages

Automated Webinar Host Service - EverWebinar (EasyWebinar is another popular option!)

Urgency Timer for Automated Funnel - DeadlineFunnel*

Video Hosting - Vimeo*

Microphone - I have used a Blue Yeti Microphone* (Canadian link*) for years and it’s great. Excellent quality at a good price point. If you notice microphones on other entrepreneur desks, you may start to see this one pop up. It’s popular!

Webcam - I personally use the Logitech HD Pro Webcam* (Canadian link). It sits on the top of my computer screen. Great picture quality, easy to install, and has been working well for me for years. You don’t need anything more fancy than this! I don’t use any additional lighting - I simply have it set up in a room with a good sized window and always shoot videos in the daytime.

Webinar Slide Deck - Powerpoint or Keynote

Recording Software recommendations (you’ll only need one of these):

QuickTime (free!) —> I use this program on my Mac computer when I want to record a “one-screen” video — meaning it’s either just my face on video or just my screen. It doesn’t have screen-share option where face + screen are shown. Quicktime instructions here.

Zoom (free!) —> This is a nifty little trick. Download Zoom, which is used primarily for online meeting conferences. Click “Start a Meeting” with just you, and then hit record! You can screen-share and deliver a presentation with your face in a corner box, and then simply hit “stop recording” when you’re done. The video automatically saves to your Zoom folder under ‘My Documents’. Free and easy to use! It’s how I record all the training videos for The Passive Project.

OBS (free!) —> A powerful, free, open-source tool that allows you to insert watermarks, embed a video of your webcam while capturing your desktop, or capture multiple windows at once and position them wherever you like. I personally found OBS a bit confusing to use to begin with. Hey Jessica has some great tutorials on her YouTube channel!

Camtasia —> This is a PC-friendly screen recording and video editing software. It does cost money though - so see if you can use the free options before you invest!

iMovie —> If you need to edit your videos on your Mac, iMovie is an easy-to-use and free software that comes with your Apple computer!

PAS Framework:

With digital products, the email funnel you create is all about storytelling, inspiration, and connecting with your potential customer.

This general framework is one that we use in email funnels. It gives you a sense of what we are doing at the beginning, mid point, and end of the funnel. You aren’t selling a product in your funnel - you are selling a solution to your reader’s problem.

P - Show them the problem

A - Agitate the problem

S - Solve the problem (with your product)

Understanding Your Product:

These questions are from the Step 1 exercise around clarifying your offer. Just in case you missed them, I wanted to make sure they showed up again here, as the answers make up the foundational content you are going to use inside of your email funnel. Truly understanding the psychology around your offer will help you craft an email funnel that elicits that emotional response for your reader and encourages them to buy.

Be sure to watch the video lesson in Step 1 that goes along with this for examples.

  • Why will people buy from you? (internal vs. external)

  • Why are people going to buy THIS product?

  • What is the cost to your reader of NOT taking action (ie. not buying your product and implementing)?

  • What are the reasons people give on why they won’t buy your product?

  • What are the mistakes people are making right now when it comes to your topic/product?

  • What is the cost to that person if they continue to make that mistake?

  • What will happen when they stop making that mistake?

Crafting Your Personal Story

Telling your journey inside of your email funnel is also critically important. Your reader needs to relate to where you were on your journey, and want to emulate the success you were able to achieve. You are showing them the transformation you experienced, that they want for themselves. Take the time to map out your ‘story arc’ which you will use inside of your email funnel.

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Basic Email Funnel Overview:

In the graphics below, we have provided an overarching email sales funnel template. Your funnel may change from this slightly depending on what kind of opt-in you have. If you’re using a webinar or video series funnel, you won’t have these emails laid out necessarily in this order, as some of them (mistakes/myths, objections, etc) are addressed inside your webinar or video content. However, if you are using an eBook or some kind of downloadable lead magnet (ie. anything other than video) then you can use this funnel in exactly the way it’s laid out.

The important thing is that these general concepts are addressed somewhere inside of your funnel. Make sure to watch the video lesson for more detail and information.

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Important Elements of your Funnel:

  • The length of the funnel is up to you, but the most important thing is that you are delivering the value, education, and marketing messages as outlined above (in more or less that order)

  • Case Studies, Testimonials and Social Proof are very important. Always be sure to include these throughout your funnel.

  • You can always add more value and preview content if you wish.

  • You want people to say “you’re speaking directly to me!” throughout your funnel, so always aim to connect at that deeper level.

  • Always include 2-3 emails on the last day of your offer (“doors closing” day) - morning, midday, and evening. This will always be your highest converting day and it’s important that you remind people several times to purchase.


The Full-Proof Webinar Framework:

Use this webinar framework to craft your funnel’s webinar, OR break it up into logical pieces if you are doing a video series. The most important thing is that you stick with the overall structure here, as we are working to build connection with our viewer, highlight their pain points, and offer the transformative solution. We are NOT teaching a bunch of how-to content that isn’t going to get them any closer to the sale. We also don’t want to give so much how-to content that the viewer feels like they can just take that info and go out and do it alone, without purchasing your product.

Download the webinar slide template (powerpoint) to use with the framework below.

Part 1 - Introducing The Webinar & Yourself

  • Title page slide

  • You are in the right place (touch on who this is for and some of the pain points they are experiencing - the purpose here is to connect with your target audience and have them feel like “Yes!! I am that person!!”)

  • You are in the wrong place (we want to weed out the people who are the wrong fit for our product here)

  • What they are going to learn in this masterlcass (go over the main ‘agenda’)

  • Fast Action Bonus (offer a fast action bonus for anyone who purchases your product at the end of the webinar - this encourages people to stay till the end AND starts to seed your product offer)

  • Introduce Yourself (build that connection and trust!) — start off by talking about why they should listen to you (demonstrating you are an authority in this space), talk about where you started (you want to show your audience that you were in the same spot as them, struggling and with tons of objections), talk about where you are now and the benefits you have seen after your transformation, and talk about how this transformation has impacted your life

Part 2 - The Mistakes

In this part of the webinar we are tackling the big mistakes people make when it comes to your subject matter. These are going to hit on your audience’s pain points and objections. Use the brainstorming you have done in the earlier activities to generate these three mistakes.

For example - if we were selling a fitness membership with workouts, the 3 mistakes might be things like “thinking going to the gym is going to get you in shape”, “signing up for a workout app”, or “doing the same workout routine everyday”. You could tackle each of those things and break them down as to why they are a mistake, and ultimately you are positioning your product to be the RIGHT solution. You actually want these mistakes to be a bit controversial. If you can create some thought-provoking content and make your viewer kind of sit up and go “hey, what? hang on a second..?” that’s a GOOD thing! It’ll catch their attention and show them you’re doing it differently.

With each mistake, you want to use the following outline:

  • What the mistake is (call it out; name it)

  • What the mistake looks like in action

  • Why people might make that mistake; what are the reasons behind it?

  • What is the cost to your viewer of continuing to make that mistake?

  • What are the results when you stop making that mistake?

  • If you can have a slide with a testimonial or case study from one of your clients that showed how they tackled this mistake and turned things around, that is great to add in here! You want to sprinkle testimonials throughout your webinar wherever you can for increased social proof.

Repeat this outline for all 3 mistakes.

Part 3 - Your Signature Framework

Remember when we came up with your signature framework or method in Step 1 of The Passive Project Method? Well, now it’s time to show it off! You are going to outline your signature framework in this part of the webinar.

Remember you want to have given it a catchy name. You can also have a ‘hook’ for it, that explains it in further detail. For example, mine is The Passive Project Method (<— that’s my name): My 5-step framework for consistent sales and passive income on autopilot (<— that’s my hook)

Use this outline when explaining each step in your signature framework:

  • What it is (name the step)

  • Why this step is important (give examples here to illustrate the point)

  • What the advantages or benefits are of taking this step

  • Why a lot of people do not take this step or what they do wrong when it comes to this step (what’s the common mistake and why is it bad?)

  • A testimonial or case study that shows the benefit of taking this step

Repeat for each step in your framework.

Like in the mistakes section, use some controversial or thought-provoking questions throughout this section to really get people thinking. The more you can surprise people and get them thinking outside the box, the better.

You also want to be careful NOT to actually teach the “how” for each step. Remember, this webinar isn’t about how-to material. That is actually going to be overwhelming for your audience. Besides, the “how” for each step is your product - it will cost you sales if you give too much away in the webinar.

Part 4 - Transition into Pitch

At this point you are moving from the teaching aspect of your webinar to the pitching part of your webinar.

Make this seamless with a bridge that transitions the listener nicely.

  • If you take one thing away, I want you to know that you can ______

  • The big question is, how are you going to apply _____ (the thing you’re teaching) and ____ (say the main benefit of your program/product)?

  • You can spin your wheels and waste your time trying to do it all alone

  • Or you can fast track your success by joining _____ (announce your product here!!)

Part 5 - Pitching Your Product

Now we are just getting into the main pitch part. We are going to talk about exactly what’s included in our product and really sell this baby!

  • Create a visual mock-up of your product

  • Outline each step/module/component of your product

  • Go over all the bonuses you are offering (tip: aim to have your bonuses be a 10X of your program value. So if you are selling a $100 product, try to have $1000 worth of bonuses. This makes it a no-brainer for your viewer to buy the product!)

  • Remind the viewer of the fast action bonus you offered at the beginning of the webinar, and that it is available if they purchase before the end of the webinar

  • Repeat your visual mockup, but this time with ALL the bonuses and the entire value of the offer

  • Repeat the same slide as above, but instead of entire value, have written “but you can get started today for $___!”

  • Testimonials and case studies here

  • Talk about your refund policy

  • Walk through the purchase of your product (Show them a mockup of the sales page, the purchase page, etc. You want to make it SUPER clear what they need to do to purchase. Don’t assume it’s obvious!)

***Optional - Part 6: Q&A

You can include a Q&A section to your webinar if it’s LIVE. When the webinar is recorded for automation, I tend to leave this part out. I find it comes off as a bit phoney if you have “pretend” questions in the Q&A. But if you are running your webinar live, then go ahead and take questions for 15 minutes. This can be a great way to engage with your audience!

Conclude and thank them for coming!

A quick note on webinar tech - I host my automated webinar on EverWebinar, have the webinar opt-in built on LeadPages (which connects with EverWebinar and Convertkit), and have the replay page on LeadPages too. The video of the webinar itself is hosted on Vimeo, and then embedded into EverWebinar and Leadpages. My sales page for my products are also built on Leadpages! As always, try to keep your software tools as lean as possible. But to do a webinar based funnel, you will need to invest in some software tools. It’s just part of running your business!


Webinar Email Funnel Map:

Here is a sample map of a webinar funnel. The funnel begins when someone opts into your free webinar/masterclass/training (whatever you want to call it!). This is the exact webinar funnel I have personally used for both my online course and membership program.

Software Components:

  • Landing Page Software in pink (Leadpages)

  • Webinar Software in yellow (Everwebinar or Easywebinar)

  • Email Service Provider in purple (Convertkit)

  • Timer for “doors closing” urgency not shown, but use DeadlineFunnel for this for all evergreen webinar funnels


Video Series Email Funnel Map:

Here is a sample map of a video series or challenge funnel. The funnel begins when someone opts into your free series, and flows from there.

Software Components:

  • Landing Page Software in pink (Leadpages)

  • Email Service Provider in purple (Convertkit)

  • Host videos on Vimeo or YouTube

  • Timer for “doors closing” urgency not shown, but use DeadlineFunnel for this for all evergreen video series funnels



Need some email copywriting ideas?

Head over to Drip Scripts (a FREE tool - just create an account!) and access the templates they have provided. There are some great copywriting examples you can use.


People will always wait to buy something unless there is a reason for them to make a decision NOW.

Ways to add urgency to your funnel:

  • Offering a discount that expires

  • Offering a bonus that expires

  • Closing the doors on your offer (this one is a must!)

You can utilize several of these tactics in order to apply urgency at the beginning, middle, and end of your funnel!

How and where you use urgency is completely up to you! The one that I always recommend no matter what is “closing the doors” at the end of your funnel. Even with automated funnels (that technically never close because we have them running all the time), the offer expires for THAT PERSON in your funnel when they reach the end of it. If your product appears as always available, your sales will drop dramatically.

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For real-time timers (live launches, promotions and sales) —> Motion Mail App (it’s free)

For evergreen timers —> DeadlineFunnel* (FREE trial with this affiliate link!). DeadlineFunnel is a MUST for any automated funnels for digital products. It’s the only way you can “close the doors” for people depending on the specific day they entered the funnel. I will admit that it isn’t the most user-friendly tech tool out there, and also isn’t the cheapest, BUT it’s an important investment for you to make in order to have an automated email funnel that truly converts. Having a product that is “open all the time” (and that is apparent to the potential customer) will never sell because people will just continue to think that they can buy it at a later time. The doors closing is REQUIRED if you want a funnel that converts.

Make sure to watch DeadlineFunnel’s training and setup videos to walk through the process. It’s a bit complex, but you can do it!! They also have great live support chat if you get stuck.

Upsells and Downsells:

Upsell: A sales technique where you encourage a customer to buy more - upgrades, a more expensive product, or other add-on’s.

Downsell: When you offer a lower priced product as an alternative to a customer that has decided not to buy the original product.

Be sure to watch the video lesson for more examples of how to use these in practice.

Quick Tips:

  • Keep your upsell or downsell tightly related to your original product

  • Test a bunch of different price points

  • Craft, test, and refine over time depending on conversions

Email Funnels for Affiliate Products:

Building out email funnels for affiliate products can be a great way to diversify your income sources. Additionally, the funnels don’t have to be as complicated as your funnel selling your primary product.

Make sure to listen to the lesson on this, and then create your first affiliate funnel using the template below:

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Email Funnels for Physical Products:

This information will ONLY apply to those of you who decide to diversify your business with physical products. Just like with digital and affiliate products, email marketing is a critical sales and marketing piece of your ecommerce business.

Recommended Software:

  • Email Service Provider: Mailerlite (integrates with Shopify)

  • Timers for Real-Time Sales Campaigns: Motion Mail App

  • Shopify apps for coupons that expire: Klaviyo (instructions here), ‘Abandonment Protector’, Conversio

In eCommerce, the two most important funnels to create are your ‘welcome’ series and your ‘cart abandonment’ series:

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Dripscripts is an amazing free tool (absolutely recommend it!) and has pre-written sequences that you can copy and use for your own business. I have personally modelled some of my own funnels from these scripts.