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Optimizing Email for 5 Sales Funnel Stages

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Defines the five stages of the buyer's journey, and how to plan your emails and metrics for each stage.

Published in: Marketing
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Optimizing Email for 5 Sales Funnel Stages

  1. 1. Email Optimization for Every Sales Funnel Stage
  2. 2. AQUISITION
  3. 3. 1 AQUISITION People enter your communications loop by signing up for your email list.
  4. 4. 1 AQUISITION Consistent messaging and value-add content develop a sense of trust in your brand. SALES
  5. 5. 1 AQUISITION Create strong, relevant content and strong CTAs that you can measure. TACTICS
  6. 6. 1 AQUISITION Opens, clicks, specific people’s engagements with other channels, like Facebook. MEASUREMENT
  7. 7. 1 AQUISITION People buy when the time is right for them, your emails could put you top of mind when they’re ready. GROWTH
  8. 8. ACTIVATION
  9. 9. 2 ACTIVATION People are engaged: clicking, downloading, sharing, or attending events.
  10. 10. 2 ACTIVATION People are engaging with your brand and experiencing what you have to offer. SALES
  11. 11. 2 ACTIVATION Give people an easy way to experience what you’re selling or learn more about your expertise. TACTICS
  12. 12. 2 Anything that measures participation. How did they take action? MEASUREMENT ACTIVATION
  13. 13. 2 ACTIVATION People are exchanging their time and attention and building a relationship with you. GROWTH
  14. 14. RETENTION
  15. 15. 3 RETENTION People are signed up, they are showing interest, and they keep showing interest over time.
  16. 16. 3 RETENTION This is the stage where prospects are getting ready to buy, maybe just on a subconscious level. SALES
  17. 17. 3 RETENTION Consistent messaging and strategies for measuring the effects of that messaging continue to be key at this stage. TACTICS
  18. 18. 3 RETENTION What are the messages your audience members respond to? Which of your offerings are showing the most engagement? MEASUREMENT
  19. 19. 3 RETENTION People in the retention stage are basically waiting for the trigger event that causes the purchase. GROWTH
  20. 20. REFERRAL
  21. 21. 4 REFERRAL People know someone who could use your offering, you are top of mind for a recommendation.
  22. 22. 4 REFERRAL You have built trust through consistent high value messaging. You have become a trusted source. SALES
  23. 23. 4 REFERRAL Hyperlinks, referral links, discount codes, invitations to events, and other encourage-to- share tactics. TACTICS
  24. 24. 4 REFERRAL Develop a method for capturing data on how the customer came to you. MEASUREMENT
  25. 25. 4 REFERRAL Good, targeted content that speaks to the needs of your market will always lead to word-of- mouth referrals. GROWTH
  26. 26. REVENUE
  27. 27. 5 REVENUE They FINALLY purchased! You’ve been together since they opted-in to your email list, and now, they’re in.
  28. 28. 5 REVENUE Continued great service and continued great content encourages more participation with other offerings. SALES
  29. 29. 5 REVENUE Upgrades, similar products, discounts, loyalty programs, affiliate programs, more high-value content. TACTICS
  30. 30. 5 REVENUE Developing content that encourages actions that tell you about their wants, needs, and reactions is best. MEASUREMENT
  31. 31. 5 REVENUE Keeping the Revenue Stage customers happy and inclined to purchase is the best way to build your business. GROWTH
  32. 32. Get Them In, Keep Them In, Through Email. 1 2 3 4 5
  33. 33. Reach Out to Me, Dawn Weathersbee.

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