Customer Acquisition Tips From Psychology

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woman shopping onlineEveryone in the B2C marketplace is concerned about customer acquisition—we have to be, it’s how our brands and companies survive! (And take a moment now to register for our free webinar on October 7th that will give you even more insights into customer acquisition.)

The reality is that the same things that work for Company A might not work for Company B. You need to try different strategies, evaluate their success, and tweak them in order to get just the right mix for your specific prospects.

Having said that, however, there are some idea that seem to work well across the board:

  • women shoppingConsider how people buy. Studies from Carnegie-Mellon and elsewhere  indicate that logical, cognitive decision-making isn’t always at work when consumers make purchases.  There’s a battle in the brain between the immediate pain felt when parting with one’s money and the anticipation of future pleasure when the purchased item arrives. MRIs show the “shock” of a high price-tag, so remembering to say “only $25″ or “a small $10.00 purchase” can help offset this shock.
  • Don’t stop at creating a sense of urgency. Sure, you’ve been told for years that it’s important to urge people to buy right now, but a study in the Journal of Personality and Social Psychology noted that there needs to be follow-up. Simply creating urgency regarding the need for tetanus innoculation wasn’t enough to make people get shots; the warning coupled with additional information and instructions did the trick. So create a sense of urgency, but then add in some information about what to do and how to do it.
  • row of lightbulbsCreate textual feelings. Not all adjectives were created equal. A recent study in ScienceDirect showed that people are more likely to respond to adjectives that connect with physical sensations. So use words like bright and crisp rather than ingenious and clever.
  • Want content to go viral? Appeal to emotions. A now-famous study at Wharton found that emotional branding does increase sharing of content (think of those adorable Superbowl Budweiser ads!): “positive content is more viral than negative content, but the relationship between emotion and social transmission is more complex than valence alone. Virality is partially driven by physiological arousal. Content that evokes high-arousal positive (awe) or negative (anger or anxiety) emotions is more viral.”

All of these tips can be used in your regular digital marketing strategies, of course, but can make a tremendous difference in your customer acquisition efforts. Want more help? We’re here to give you a free test-drive of our Source Efficiency Index to tell you where you currently stand and where you can improve. Why not ask us how today?

We’re Giving Away All Our Secrets!

Well, perhaps not all of them. But if you’re interested in what others in B2C marketing are doing around customer acquisition, and want to improve your own B2C customer acquisition, then our upcoming free webinar is for you.


Join Morgan Stewart, CEO of Trendline Interactive, and Neil Rosen, CEO of CertainSource, as they uncover the stats and trends regarding customer acquisition in 2014 … and look forward to what 2015 will bring!

And you can join the discussion. Any acquisition questions are welcomed and will be answered via Twitter: you can even ask in advance of the live session! Just use #B2CAcquisitionReport now and throughout the webinar to find out what you need to know to improve your own customer acquisition management program.

Consider joining us on October 7th and find out how to make 2015 your best year ever for acquiring new, high-value customers!


Free Webinar on Customer Acquisition: You Can’t Say No!

Webinar screenshotHow can you say no? We’re offering a free webinar that will explore the current state of customer acquisition in the B2C world, and give you some great tools and ideas to take away for your own customer acquisition management strategy!

We’re into the fourth quarter now and there’s never been a better time to think about getting new customers. The holiday season affects all retailers, and none more than those whose acquisition efforts are primarily in the digital domain: it’s a time to enlarge your scope and interest new customers in your products.

And we can help! We’ve teamed up with Trendline Interactive to conduct a survey on the current state of customer acquisition: who’s doing what, how, and where. We’ll discuss the results of that survey and talk about what successful B2C marketers are doing to obtain their best customers. Industry experts Morgan Stewart and Neil Rosen will talk about how you can optimize your customer acquisition program, and you’ll get new insights into gaining new high-value customers and driving new sales.

So take a moment right now to sign up for the October 7th webinar and tip your customer acquisition efforts into the winner’s circle!

Ever Wonder What Your Score Is? We Can Tell You!

kid with A on testWhen it comes to your customer acquisition budget, you have a lot to balance. Where to best spend your money, where you’re getting the best prospects, how much to spend in any one place, figuring out what’s working and what’s under-performing … it’s a balancing act that requires patience and finesse.

Sometimes it’s good to just stop and see exactly where you are and what you’re doing. You can’t make decisions in a void, and you need data. That’s where we come in.

We call it the Source Efficiency Index (SEI), and it’s a way of measuring an acquisition budget’s spend efficiency across digital channels and over a period of time. The SEI is scored from 0 to 15, and is based on the digital sources used to generate new customer prospects. SEI takes into account performance factors that include email engagement, sales data and customer lifetime value, as well as risk factors, by identifying disengaged/disinterested prospects.

And you can find out today, with no obligation on your part, exactly what your current SEI score is. 

Screen Shot 2014-09-17 at 7.16.51 AMWe’ll take your data and make it make sense to you. You can see which of your customer acquisition sources is performing well, which ones not-so-well, and which ones you should get rid of right away. And we’ll do it for free. No strings attached. See how you score, right away.

Of course, we believe that once you have your score in hand, you’re going to want to stick with the SEI. The insights that it’ll give you can be the guiding force behind your whole customer acquisition management strategy, and we’d love to be the company that helps you attain your customer acquisition goals.

But let’s start small. Just a demo. Just an opportunity for you to see where you stand.  Why not give it a try today? The only thing you have to lose … is your underperforming acquisition!



Take Advantage of These Free Customer Acquisition Activities!

webinar1As we move into the final quarter of 2014, it’s important to keep customer acquisition in high gear. Sure, there are a lot of holiday-shopping emails and a great deal of advertising that you need to do for your current lists, but getting new customers at this time of year is also essential.

And we’re making it easier for you.

The first thing we’re doing is offering a free webinar on October 7th that will unveil the results of the survey we worked on along with Trendline Interactive.

Customer acquisition begins with targeting efforts on the sources that generate high-value, interested leads. But finding the right lead sources to keep the stream of new customers flowing isn’t always easy. What’s preventing marketers from sufficiently acquiring new leads? What are the most effective methods for preventing list attrition? The webinar will reveal new insight to help marketers address these challenges and more, offering a fresh look into B2C customer acquisition.

colored hands raisedThe second thing we’re offering is a free evaluation of your current customer acquisition management score through the Source Efficiency Index. The SEI score, ranging from 0 to 15, represents the degree to which a marketer’s budget is spent more on high quality sources versus low quality ones. High quality sources are the particular URLs – behind media buys, channels and campaigns – that generate leads that most resemble high-value customers. Low quality sources are sources that generate unengaged customer leads.

The SEI algorithmically looks at email engagement, sales, collection errors and other data to distinguish high quality leads from lower quality leads. As your overall budget efficiency improves, the mix of lead sources used will gradually improve, with a greater percentage of higher quality sources and a lower percentage of low quality ones.

So check out how you’re currently performing, and then take a seat at the webinar and learn what else you can be doing to improve your customer acquisition management program. And don’t forget to look around our website while you’re there… CertainSource Acquire has a lot to offer B2C marketers in this final quarter of 2014!

… And The Survey Says …

shutterstock_148677824Do you ever wonder if you’re doing customer acquisition “right”? Do you think about what the competition might be doing, right now, that you’re not? Or do you imagine everyone is going about it  the same way, over and over again?

Well, we’ve been wondering the same things. So we decided to find out!

Together with Trendline Interactive, we put out a survey to learn what the state of customer acquisition is in 2014, and the results are in.

Now you can find out what’s going on out there without sending industrial spies to look through your competitors’ files or spending endless hours reading everybody else’s websites: we’ve designed a free webinar to tell you exactly what is going on “out there” in the world of customer acquisition.

Join us to find out what the current trends are, and to  …

  • Uncover the latest stats and facts about acquiring customers in 2014.
  • Find out what other B2C marketers are doing to acquire their best customers.
  • Gain insight into obtaining new high-value customers and driving sales.
  • Hear from industry experts on optimizing your acquisition program.

webinar1You can register for our live, free webinar to hear from industry experts Morgan Stewart, CEO of Trendline Interactive, and Neil Rosen, CEO of CertainSource,  right here. They’ll  share the findings from this in-depth report, and you’ll have the opportunity to engage in a conversation that will enhance—if not revolutionize—your own customer acquisition program.

So don’t wait: isn’t it time you found out what the survey says?

Spending Your Customer Acquisition Budget

customer-acquisition-tacticsCustomer acquisition budgets range from small to generous, with most of our companies’ allocations falling somewhere in the middle. No matter how small or large your budget, however, it’s essential to spend it wisely.

At CertainSource, we advocate that you look at the returns you get at the source level rather than in the aggregate. But no matter where you’re getting your leads, there are still a few principles that hold true.

The first is in your measurement of success. Forget impressions, forget clicks, forget opens. At the end of the day, what exactly do they give you? Data? Is that really enough? What matters is the return on investment, and that’s what you need to be measuring. Your budget isn’t made up of clicks and impressions, it’s made up of money, and that’s what you need to measure. So figure out where the most money is coming in, and move your budget there accordingly.

measuring tapeOnce you know what you’re measuring, make sure that there is in fact something there to measure. Lost time means lost income when you’re building up a new customer list, so make sure that you’re prepared to move quickly once a prospect indicates interest. Followup is one of the central tenets of marketing, and customer acquisition is no different. Remember that personalized emails deliver six times higher revenue per email than non-personalized emails, so segmenting your followup is just as important as the segmentation you’ll be doing once these prospects become customers.

Earlier we talked about amassing data, and of course it’s useful—as long as you know what you’re measuring, and why. Data that helps you refine your customer acquisition management program and your transition marketing program and your email marketing program—great. Everything else is just noise.

It’s not rocket science. Great customer acquisition management includes a budget that’s spent effectively in the right places, and you can spend it well as long as you follow a few common-sense measures.



Want Efficiency? The Source Efficiency Index Is For You!

Screen Shot 2014-08-30 at 4.42.58 PMYou’ve probably never heard of it. But you should.

More and more, marketers need to be paying close attention to their customer acquisition spend. Yet metrics can be difficult to find and interpret … until now.

CertainSource presents the Source Efficiency Index (SEI), a way of measuring an acquisition budget’s spend efficiency across digital channels,over a period of time. The SEI is scored from 0 to 15, and is based on the digital sources used to generate new customer prospects. SEI takes into account performance factors that include email engagement, sales data and customer lifetime value, as well as risk factors, by identifying disengaged/disinterested prospects.

What does this mean for you?

shutterstock_109508006For the first time, you can be at the dashboard and steering-wheel of your own customer acquisition vehicle. You can see exactly what sources are performing well—and allocate more of your budget to them—and which ones it’s best to dump. By providing this scoring system, SEI will enable you to tell at a glance what’s working, what’s not, and how to improve your score.

And an improved score means not only more new customers, but more new valuable customers. And there’s not a marketer on the planet who doesn’t want that!

What else does the SEI deliver?

  • Simplification: A simple 0 to 15 score measures acquisition budget efficiency.
  • Standardization: By looking at the performance and non-compliance metrics together, the SEI gives a standardized measure of acquisition budget efficiency.
  • Insight: Get actionable data to optimize budget spend, and insight to assess the entire acquisition budget across all channels, over time.
  • Buyer’s Metric: CPA and CPL are “seller’s metrics,” enabling media vendors to blend in subquality inventory. The SEI gives a true measurement of your media-spend efficiency.


But why just talk about it? Now’s your chance to find out, for free, where you currently rank on the SEI scoring index. You can sign up for a no-obligation consultation here and discover how efficiently your customer acquisition budget is working for you right now.

Why not give it a try today? The only thing you have to lose … is your underperforming acquisition!



The State of Customer Acquisition

blog-image-11-18-13-006We’ve been talking a great deal in this blog about customer acquisition management, getting new customers, lead generation… all the things that you have to do to keep the customer pipeline open and running. One of the things you’ve probably noticed in your own CAM efforts is that it feels completely isolated, like you’re the only one doing it, coming up with strategies, figuring out what to do next.

The reality is very different, and we’re bringing you a webinar on October 7th to show you what’s really going on “out there” in terms of customer acquisition. Trendline Interactive has just completed its 2014 Acquisition Marketing survey, and we’re ready to share the results with you!

In this webinar, Morgan Stewart, CEO of Trendline Interactive, and Neil Rosen, CEO of CertainSource, will reveal new findings from this just-completed survey of North American B2C marketers.

You will learn…

  • what obstacles are preventing marketers from sufficiently acquiring new leads to prevent list attrition
  • how marketers measure the effectiveness of acquisition efforts, and how to measure true budget efficiency
  • how to add new, responsive subscribers that look, act, and behave like your top-performing customers
  • what methods marketers use to manage omni-channel acquisition efforts in an increasingly complex market

Want to connect with what’s going on in the industry? You can register today and find out how others are keeping their customer acquisition management programs on track—and how you can, too!


Go Mobile With Your Customer Acquisition

shutterstock_76696936The increased use of mobile devices by consumers opens up an entirely new and potentially lucrative field for B2C marketers. Mobile use is up and rising constantly; Mobithinking reports total global mcommerce via tablets and mobile phones to be US $1.5 trillion in 2013 and expected to exceed $3.2 trillion by 2017; and every marketer wants a piece of that pie!

“A significant minority of retailers have yet to optimise their sites for mobile. Unless retailers ensure a seamless, user-friendly mobile shopping experience, they will fall behind competitors who are already using mobile channels to enhance customer relationships.” – Dr Windsor Holden, Juniper Research (June 2013)

Marketing to mobile prospects comprises two channels: reactive and proactive. Reactively, you want to make sure that you have a mobile-accessible website. Simply retooling your “regular” desktop website for mobile is shooting yourself in the foot: you’re forcing mobile to do things it doesn’t do well, while losing the myriad of extras that a mobile-only site offers. Auto-detection tools will enable you to know when the site is accessed by a mobile device and point that device to the mobile site (for a good example of this, check out; when you access that URL from a mobile device, you’re automatically pointed to the retailer’s .mobi site). That’s what we can think of as Phase One.

shutterstock_174167894Phase Two is completely proactive: you’re going out there to turn prospects into customers. Your first move is to interest mobile prospects in your service or product so that they’ll opt in to receiving communications from you. Plan a special campaign that’s aimed at mobile users; think about how they interact with their devices and how you can tie your offer in to that.

While you’re getting permissions, make sure that you include the prospect’s mobile telephone number as well. This will enable you to send them texts, pointing them to instant sales or this-hour-only offers.

Another part of Phase Two is offering an app that is consistent with your service or product but gives the prospect added value in their daily life. For example, a sportswear retailer might create and distribute an app that summarizes game scores on a daily basis. Prospects come to associate the brand with the app they use and turn to it when they need the brand’s product.

Customer acquisition, like every other part of digital marketing, needs to be tailored specifically to mobile. Don’t be among the last retailers to get on board!