🚦 Funnel-Stage Targeting, Do It This Way

Hey, it’s Ray again.

Let’s clear something up:

If you’re still sending the same email to your entire list, it’s costing you sales.

Big time.

It’s not that your emails are bad…

It’s that they’re not targeted at the right stage of the funnel.

And that mismatch?

Kills your conversions.

Let me show you what I mean.

The “One Size Fits None” Mistake

A brand came to us frustrated.

They had:

• 80,000+ subscribers

• Beautiful campaigns

• Decent open rates

But… sales? Flatlining.

Here’s what we found:

They were sending the same promo blast to everyone: new subscribers, recent buyers, long-time lurkers.

No segmentation. 

No funnel mapping. 

No timing strategy.

So while the email looked good…

It didn’t connect.

People weren’t ready for the same message, or worse, they’d already converted and were getting hit with an irrelevant pitch.

So, We Fixed It. Here’s How.

Funnel-stage targeting really works.

When you know where someone is in the journey,  awareness, consideration, or decision, you can speak their language.

Here’s how we map messaging by stage:

🟠1. Top of Funnel (TOFU)

These folks are just discovering your brand.

They’re not ready to buy.

They’re looking for value, trust, and relevance.

What to send:

• Welcome series with brand story

• Educational content (how-tos, tips, lifestyle)

• Lead magnets or quizzes

• Social proof + user-generated content
  

CTA style: 

1. “Learn more” 

2. “Take the quiz” 

3. “Discover your fit”

🟡 2. Middle of Funnel (MOFU)

These subscribers are interested, but still comparing options.

They need confidence and clarity to move forward.

What to send:

• Product deep dives

• Case studies or reviews

• Buyer’s guides

• FAQs or objection-busting content
  

CTA style: 

1. “See how it works” 

2. “Explore the benefits” 

3. “Why customers love us”

🟢 3. Bottom of Funnel (BOFU)

Now we’re talking buyers.

They’re ready to act,  if you make it easy.

What to send:

• Exclusive offers

• Scarcity/urgency campaigns

• Abandoned cart flows

• Personalized recommendations
  

CTA style: 

1. “Shop now” 

2. “Use your code” 

3. “Don’t miss this”

Why Post-Purchase Is Still Part of the Funnel

So many brands stop after the sale.

But the loyalty stage is where long-term value happens.

What to send:

• Order follow-ups + cross-sells

• How to use + care tips

• VIP invites

• Replenishment reminders

Your best customers are the ones who’ve already bought.

Treat them that way.

Don’t Just Segment by Demographics, Segment by Intent

Demographics and behaviors help, sure.

But funnel-stage targeting is about intent.

Think:

• Did they just subscribe? TOFU.

• Visited the product page multiple times? MOFU.

• Added to cart but didn’t buy? BOFU.

• Bought last month? Loyalty.
  

Tools like Klaviyo let you trigger flows based on these actions in real-time.

It’s smarter.

More relevant.

And way more profitable.

Ready to Send the Right Email at the Right Time?

If you’re blasting your whole list with the same message, you’re leaving revenue behind.

Start small:

✅ Map 3 stages of your funnel
✅ Match 1 email or flow to each stage
✅ Use simple triggers to automate

And if you want a second pair of eyes on your flows, let’s talk.

Cheers,
Raymond Chen
Founder & CEO, 11 Agency

More Ways to Level Up Your Email Game

If this sounds like a lot to manage, don’t worry, I’ve got you covered.

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

Take Your Email Strategy Even Further

If you’re up for boosting your email game, I’ve got a few more gems for you:

📺 Check Out Our YouTube Tutorial!
Want to create a high-converting pop-up form that actually drives results?

In my YouTube video, I walk you through the process of designing popups in 2025 that boost email deliverability, grow your list, and drive more conversions. Using tools like Klaviyo and platforms like Shopify, I’ll show you exactly how to optimize your forms for success. 👉 Watch it here: 

📝 How I Write Emails That Match the Funnel

Too many brands send the same email to everyone, and it kills conversions.

I wrote a quick guide on how I tailor content for each stage of the email funnel, from welcome flows to loyalty campaigns. Want to see how I do it?

👉 Read it here: Optimizing Email Content for Every Stage of Your Email Marketing Funnel

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect!👉  Follow me here.