Part of a great personalized email campaign is knowing what types of content to send throughout a campaign as your audience travels down the sales funnel. Here is a handy grid to help visualize what to send to your contacts, and when to send it.

1. CUSTOMERS (Closed Stage):
Those opportunities you have won and want to stay engaged with. Your goal is to keep
them engaged so they become repeat customers.
LEADS (Awareness Stage):
Anyone in your market. At this stage, your goal is to get
your brand on their radar, bumping them into the prospect
stage.
PROSPECTS (Interest Stage):
Those who know of your brand and have a pain-point you can solve.
Your goal is to provide value and educate them on how the types of
products and services you deliver can alleviate their challenges.
OPPORTUNITIES (Consideration Stage):
Those who are actively evaluating your business against other solutions. Your goal here
is to provide all of the resources opportunities need to decide to buy.
AWARENESS INTEREST CONSIDERATION CLOSED
BLOG/
ARTICLE
Thought
Leadership
How-To
CASE STUDY
Customer
Story
DEMO
Live
Walkthrough
DISCUSSION
Trending
Topic
Informative Positive Buzz
Needs Customer
Input
EBOOK
Trending
Topic
How-To
EVENT Networking Educational
Industry
Conference
User
Conference
GUIDE
Trending
Topic
Educational or
How-To
HOLIDAY
GREETING
General Greeting General Greeting General Greeting
Thanks for Being a
Customer
INFOGRAPHIC Fun
Educational or
Informative
NEWS Trending Topic
Regional or
Industry Related
PICTURES
Company
Culture
Company
Culture
Company
Culture
Company
Culture
PRICING
Pricing and
Discounts
SELL SHEET
Features and
Benefits
Product or Service
Updates
PROMO Sweeten the Deal
Cross-Sell or
Up-Sell
REPORT Trending Topic
Stats and
Data
REVIEWS
Reviews on Third
Party Sites
SEASONAL
REMINDER
General Industry Related Tied to Offer
Cross-Sell or
Up-Sell
TESTIMONIAL
Analyst
Recommendation
Customer
Recommendation
VIDEO Viral How-To
Customer
Story
WEBINAR
Trending
Topic
Trending
Topic
How-To
WHITE PAPER
Trending
Topic
How-To