• Businesses can nurture leads in the middle of the funnel by providing valuable content and building trust with personalized email and retargeting campaigns.
• Segmenting leads based on behavior and interests can help send targeted, relevant content and encourage engagement.
• Combine email marketing and retargeting ads for a cohesive approach that keeps your brand top-of-mind at all times.

Hello, and welcome to the Cognisus Marketing Solutions blog. As a follow-up to our exploration of top-of-the-funnel strategies last month, this blog will shift focus to nurturing leads through the middle of the funnel. Specifically, we’ll look into the best practices for email marketing and retargeting campaigns to help guide your leads closer to conversion.

Over the next few months, we will discuss common business problems you may experience as you grow your business and how you can solve them with effective marketing.

Why the Middle of the Funnel Is Key to Lead Nurturing

As you might know already, the marketing funnel is divided into three phases: the top (awareness), the middle (consideration), and the bottom (decision). While the top aims to capture interest and the bottom to secure a sale, the middle is about building rapport and trust. Think of this as the relationship-building stage, where leads aren’t ready to buy just yet—they’re assessing options, considering alternatives, and evaluating if your brand fits into their solution.

For marketers, this is the golden stage. Leads in the middle of the funnel are genuinely curious about your offerings, which means they’re receptive to learning more. By providing valuable, relevant content, you’re not just pushing for a sale; you’re demonstrating your brand’s reliability, knowledge, and commitment to solving its problems.

So, what’s the best way to reach them? Let’s look into the two powerhouse tactics—email marketing and retargeting campaigns.

Crafting Email Campaigns for Mid-Funnel Engagement

Email marketing remains one of the most effective ways to nurture leads at any funnel stage, especially in the middle. To capture and sustain interest, it’s important to go beyond promotional emails.

Here are some proven strategies for maximizing the impact of your mid-funnel email campaigns:

Segment Your Audience Based on Behavior

A good email marketing campaign starts with segmentation. Segment your leads according to behavior, interests, and demographics to send targeted, personalized emails that feel more relevant. For instance, if a lead has visited your product page multiple times, sending them a case study or a comparison guide can deepen their understanding and move them closer to conversion.

The benefits of audience segmentation include:

• Increasing email open and click-through rates.
• Reducing unsubscribes by sending only relevant content.
• Encouraging leads to take action through personalized offers.

Deliver High-Value Content

Leads at this stage aren’t necessarily looking for sales pitches—they’re looking for answers. Content like in-depth guides, product comparisons, and case studies helps them understand what your product does and how it fits into their world. This could include insights that address common pain points, examples of how others have benefited from your product, or industry-specific trends related to their situation.

Keep It Personal and Relatable

Personalized emails don’t just use a recipient’s first name—they reflect their unique journey with your brand. You can use dynamic content to tailor emails based on specific actions or preferences. If a lead recently viewed a particular product, a follow-up email might feature a relevant use case or customer testimonial. Small details like these show them you’re paying attention to their needs. This can ultimately be a game-changer for your brand’s engagement.

Experiment with Interactive Elements

Static text can only go so far in capturing attention. By incorporating visuals, videos, or clickable elements, your emails become more engaging and digestible. Short, informative videos, interactive infographics, or product demonstrations can break up text-heavy content and make it easy for readers to absorb key information. Not to mention, a compelling video or graphic often leaves a stronger impression than a written explanation alone.

Test Email Timing and Frequency

Finding the best time and frequency to send emails can impact engagement significantly. Mid-funnel leads are typically open to receiving more information, but too many emails can lead to fatigue. Try out different times and keep track of open rates, click-through rates, and other KPIs to find a rhythm that works for your audience.

Use Clear and Engaging CTAs

In the middle of the funnel, CTAs should feel organic and relevant to the lead’s journey. Rather than “Buy Now,” try something that invites further exploration, such as “Learn More” or “See How It Works.” These prompts encourage leads to continue engaging without feeling pressured to commit immediately, which is especially important at this stage.

Here is an example of a strong CTA: “Want to see how our solution can make a difference? Listen to real results from real customers.”

Retargeting Campaigns to Re-Engage Interested Leads

While email marketing establishes direct contact, retargeting campaigns make sure your brand remains visible to leads even as they browse elsewhere. By displaying ads that align with their interests or past behaviors, you can subtly remind them of your brand, reignite interest, and keep your product top-of-mind.

Here’s how to make retargeting campaigns work effectively in the MOFU stage:

Make Use of Dynamic Ads for Personalization

Dynamic ads use data to personalize content based on a user’s specific actions to create a more tailored experience. For example, if a visitor views a particular product page or abandons a cart, dynamic retargeting can display that exact product or offer a discount. This personal touch increases the likelihood of a lead clicking through and returning to your site.

Target Leads with Contextually Relevant Content

Retargeting works best when it matches a lead’s stage in the marketing funnel. In the middle of the funnel, avoid overly promotional ads and focus on sharing content that adds value. This could include customer testimonials, product comparison videos, or interactive features that allow leads to explore the product further.

Ad Example for MOFU Retargeting: A comparison graphic that pits your solution against competitors, highlighting unique features or benefits.

Set Frequency Caps to Avoid Fatigue

Just like in email marketing, too much exposure to retargeting ads can lead to “ad fatigue,” where viewers become frustrated or even develop negative perceptions of the brand. Set frequency caps that allow you to stay visible without overwhelming your audience. Experiment with different exposure rates and adjust based on performance data.

Incorporate Social Proof in Retargeting Ads

Including social proof such as user reviews, ratings, or influencer endorsements in retargeting ads can help reinforce trust. This content appeals to leads who may still be evaluating your product by showcasing how others have benefited from it. It naturally nudges them closer to a decision.

Test Different Ad Formats and Placements

Explore various ad formats and placements to determine what resonates most with your audience. Video ads, carousel ads, and interactive ad formats can grab more attention than static images. Testing different formats on platforms like Google Display Network, Facebook, and LinkedIn can also help you understand which channels perform best.

Synchronizing Email and Retargeting for Greater Impact

While each strategy is impactful alone, combining email marketing and retargeting campaigns creates a seamless, multi-channel approach that reinforces your message across different touchpoints.

Here’s how to get started.

Set Up Triggers Based on User Actions

Using retargeting and email together, you can set up automated triggers based on user behavior. For example, if a lead opens an email but doesn’t click on the call-to-action, a follow-up retargeting ad can display similar content, nudging them to take action.

Use Consistent Messaging Across Channels

Consistency in messaging reinforces your brand’s value proposition and minimizes confusion. For example, if you’re running a series of emails on a specific product feature, you might use retargeting ads that visually reinforce that same message. This way, leads get a seamless experience, fostering trust and recognition, both of which are critical at the mid-funnel stage.

Exclusive Offers and Content

The middle of the funnel is a great stage to offer special perks that encourage further interaction. Provide exclusive discounts, early access to new products, or content available only to subscribers. This adds extra value and prompts them to engage more actively.

Coordinate Campaign Timelines

Timing is crucial when synchronizing email and retargeting efforts. If you send an educational email one day, think about running a related ad a few days later. This approach keeps your brand in front of your audience without overwhelming them. It helps guide them through their decision-making with relevant content at the right time.

Analyze and Optimize Based on Performance

Effective mid-funnel nurturing is a continual process of learning and adjusting. Regularly assess the performance of both your email and retargeting campaigns. Track metrics like open rates, click-through rates, conversion rates, and ad engagement to identify patterns and refine your approach.

If certain types of content consistently perform well in emails, consider using similar themes or messages in retargeting ads, and vice versa.

How Cognisus Marketing Solutions Can Help

For brands aiming to create lasting customer relationships, Cognisus Marketing Solutions brings a comprehensive, customized approach to lead nurturing. Our team of marketing professionals works with small to medium-sized businesses, streamlining every aspect of their email marketing and retargeting campaigns to match the unique demands of the middle of the funnel.

With us, you’ll not only benefit from expertly crafted email sequences and targeted ad strategies but also insights into what works best for your audience. Whether your goal is to improve engagement, boost brand recall, or drive conversions, our data-driven approach ensures each campaign is both impactful and efficient.

Do your leads know exactly why they should choose your product? We’ll show you how to nurture them through personalized messaging and strategic ads. Partner with us at Cognisus Marketing Solutions to create powerful mid-funnel strategies. Book an appointment today to get started!

In the upcoming blogs, we’ll simplify strategic planning and discuss who needs it for business growth. We’ll also dive in-depth into email retargeting and why it is an essential tool for modern marketers.