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

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