Guiding buyer consideration takes middle-of-the-funnel content.

Email is a great outlet for the consideration stage. Luckily, the top-of-the-funnel content from the previous stage captured contact details. Educate prospects about the benefits of your products with valuable interactive content. 93% of marketers rate interactive content as effective for educating the buyer.

What to do:

• Create interactive content like a calculator for middle-of-the-funnel emails.

• Let prospects calculate potential savings from using your products.

• Gather valuable insights on potential customers.

Why it works:

An interactive calculator can engage prospects and showcase your products. Users get personalized results and see precisely how your business can help them. The more you can help them, the more they’ll consider your products.

Bonus:

Gathering data from the calculator lets you segment your audience for direct targeting at the next stage.