It is important to know what content the contact has recently consumed in order to know what stage of the purchasing process they are in and to continue with our strategy to impact them in the future.
What we have to do is accompany them throughout the buyer's journey and as they progress and get to know us, we make sure to send them the content that best suits their needs .
For customers who have a high level of knowledge about our brand , the content we send them has to be more advanced and focused on products, features and news. While for users who don't know us , we can send them lighter content so they can start to get to know us.
The conversion funnel is similar to the buyer's journey of inbound marketing and, in general, allows us to determine what type of content and what objectives we have at each stage of the purchasing journey:
TOFU (Top of the Funnel) . The content should not talk about the brand because the user is in the first phase of the journey and does not know you yet.
MOFU (Middle of the Funnel) . We are cuba email address not talking about our brand yet, but about possible solutions, since at this stage the user is aware that they have a need and are looking for information on how they can solve that problem.
Target: complex prospects or leads
BOFU (Bottom of the Funnel) . This is the decision stage and the user already knows how to cover their need, but is considering alternatives. This is the moment of your competitive advantage and why they should buy from you.
Target: SQLs (sales qualified leads) and customers
POFU (Post Funnel) . The user is already a customer and is evaluating their experience with the product or service they have purchased.
Objective: Loyalty and prescription
Finally, our last tip for creating a successful email marketing campaign is to add social media buttons so that subscribers can share the content on their social profiles and in this way our campaign will go viral.
The next step is to measure the results of our campaign to get the most out of an email marketing strategy, but we will look at that a little later.
