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

1. Email Optimization for
Every Sales Funnel Stage

2. AQUISITION

3. 1
AQUISITION
People enter your
communications loop
by signing up for your
email list.

4. 1
AQUISITION
Consistent messaging
and value-add content
develop a sense of trust
in your brand.
SALES

5. 1
AQUISITION
Create strong, relevant
content and strong
CTAs that you can
measure.
TACTICS

6. 1
AQUISITION
Opens, clicks, specific
people’s engagements
with other channels, like
Facebook.
MEASUREMENT

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. ACTIVATION

9. 2
ACTIVATION
People are engaged:
clicking, downloading,
sharing, or attending
events.

10. 2
ACTIVATION
People are engaging with
your brand and
experiencing what you
have to offer.
SALES

11. 2
ACTIVATION
Give people an easy way
to experience what
you’re selling or learn
more about your
expertise.
TACTICS

12. 2
Anything that measures
participation.
How did they take
action?
MEASUREMENT
ACTIVATION

13. 2
ACTIVATION
People are exchanging
their time and attention
and building a
relationship with you.
GROWTH

14. RETENTION

15. 3
RETENTION
People are signed up,
they are showing
interest, and they keep
showing interest over
time.

16. 3
RETENTION
This is the stage where
prospects are getting
ready to buy, maybe just
on a subconscious level.
SALES

17. 3
RETENTION
Consistent messaging
and strategies for
measuring the effects of
that messaging continue
to be key at this stage.
TACTICS

18. 3
RETENTION
What are the messages
your audience members
respond to?
Which of your offerings
are showing the most
engagement?
MEASUREMENT

19. 3
RETENTION
People in the retention
stage are basically
waiting for the trigger
event that causes the
purchase.
GROWTH

20. REFERRAL

21. 4
REFERRAL
People know someone
who could use your
offering, you are top of
mind for a
recommendation.

22. 4
REFERRAL
You have built trust
through consistent high
value messaging.
You have become a
trusted source.
SALES

23. 4
REFERRAL
Hyperlinks, referral
links, discount codes,
invitations to events, and
other encourage-to-
share tactics.
TACTICS

24. 4
REFERRAL
Develop a method for
capturing data on how
the customer came to
you.
MEASUREMENT

25. 4
REFERRAL
Good, targeted content
that speaks to the needs
of your market will
always lead to word-of-
mouth referrals.
GROWTH

26. REVENUE

27. 5
REVENUE
They FINALLY
purchased! You’ve been
together since they
opted-in to your email
list, and now, they’re in.

28. 5
REVENUE
Continued great service
and continued great
content encourages
more participation with
other offerings.
SALES

29. 5
REVENUE
Upgrades, similar
products, discounts,
loyalty programs,
affiliate programs, more
high-value content.
TACTICS

30. 5
REVENUE
Developing content that
encourages actions that
tell you about their
wants, needs, and
reactions is best.
MEASUREMENT

31. 5
REVENUE
Keeping the Revenue
Stage customers happy
and inclined to purchase
is the best way to build
your business.
GROWTH

32. Get Them In, Keep Them In, Through Email.
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33. Reach Out to Me, Dawn Weathersbee.