MOFU the Untapped Goldmine
🚀 Close the Gap Between Awareness and Conversion, TikTok Boosts Smart+ Campaigns with AI Upgrades, and more!
Howdy Readers 🥰
In this newsletter, you’ll find:
🚀 Middle-Funnel Mastery: The Untapped Goldmine Between Awareness and Conversion
🛒 TikTok Boosts Smart+ Campaigns with AI Upgrades
🌟 Tweet of the Day
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Together with Poplar
There is a reason Direct Mail has re-emerged as such a powerful marketing channel for performance marketers.
New printing technology, platform integrations, and 1:1 personalization have allowed top brands to leverage the channel in an effective, highly profitable way that was never possible before..
Still, marketers need a solution that integrates all of that for them, giving them the ability to launch, test, measure, and iterate on their campaigns quickly and effectively.
That’s where Poplar comes into play.
Poplar is the leading platform for tech-powered direct mail, used by hundreds of major eCommerce and retail brands like Manscaped and more:
Lemonade – Leveraged customer data to power direct mail personalization, resulting in a 46% increase in conversions.
Kettle & Fire – Utilized Poplar for win-back campaigns on lapsed customers, which led to a 15x ROAS and response rate lift of 1.4%
Knix – Achieved a $10 CPO on retention campaigns using Poplar’s Shopify integration.
With real-time attribution, a powerful Shopify app, and direct Klaviyo integration, Poplar makes it easy for DTC marketers to get up and running quickly and drive profitable Acquisition, Retention, and Retargeting campaigns.
🚀 Middle-Funnel Mastery: The Untapped Goldmine Between Awareness and Conversion
Most marketers obsess over building awareness or pushing conversions. But the middle of the funnel (MOFU)—where curiosity turns into intent—is where true market leaders win.
Master this space, and you won’t just convert customers—you’ll create brand dominance.
1. Own the Category with Authority, Not Claims
Vague leadership claims won’t convince mid-funnel consumers. They want proof. Build credibility with:
Comparison Guides: Break down why you outperform competitors.
Problem-Solution Content: Show how you solve real customer pain points.
Interactive Tools: Use quizzes or ROI calculators to create engagement.
Casper’s mattress comparison guides led to a 15% mid-funnel conversion lift by establishing trust through transparency.
2. Engineer Micro-Commitments to Build Momentum
Buying is psychological. Small actions lead to bigger decisions. Encourage customers to commit with:
Free Samples or Trials
Low-Stakes Challenges or Quizzes
Exclusive Previews
Each “yes” deepens their emotional connection, making the final purchase feel inevitable.
3. Leverage Credibility with Strategic TV Placements
At this stage, reassurance is everything. TV ads boost credibility, signaling trust and market leadership.
Boost Oxygen used WonderAds for targeted TV placements, increasing mid-funnel conversions by 28%. Book a demo and learn what TV can do for you at WonderAds.com.
4. Personalize for Pain Point Precision
Mid-funnel consumers are evaluating. Address their objections with hyper-relevant content:
Cart Abandonment Recovery: Send personalized reassurance.
Use-Case Targeting: Tailor messaging to their exact problem.
Social Proof in Retargeting: Feature relatable testimonials.
Personalization accelerates intent and removes hesitation.
Final Takeaway
The best brands don’t just wait for conversions. They earn them by building trust, reducing doubt, and offering clear reasons to choose them.
Master the middle funnel, and every marketing dollar will go further.
🛒 TikTok Boosts Smart+ Campaigns with AI Upgrades
Insights from Social Media Today
TikTok is stepping up its eCommerce game with major updates to its Smart+ campaigns, AI-powered ad creation tools, and search ad placements. These changes are designed to help brands drive more conversions and capture shoppers directly within the app.
The Breakdown:
1️⃣ Smart+ for Website and App Promotions - TikTok’s Smart+ catalog ads now support both website and app conversions within a single campaign. Brands can also use the Traffic objective to enhance customer acquisition using AI-powered automation.
2️⃣ GMV Max Enhancements - New affiliate content integration and live shopping formats are now available for GMV Max campaigns. TikTok Shop merchants can leverage automated affiliate content to boost product visibility.
3️⃣ Search Ads in the Shop Tab - TikTok is expanding search ads to the Shop tab, giving brands direct access to high-intent shoppers aligning with TikTok’s push to drive in-app purchases by streamlining the discovery-to-checkout journey.
4️⃣ AI-Powered Ad Creation with Symphony - Symphony’s latest AI tools provide product-to-video generation, avatars, and automated script creation. Simply input product details, and TikTok will create polished, ready-to-go video ads.
TikTok is becoming a powerhouse for online and offline conversions. 62% of users follow links to brand websites, driving 1.8x more online conversions. Additionally, 2 in 5 users visit physical stores after discovering products on TikTok, leading to 2.6x more offline conversions.
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