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A Better Way To Think About Attribution

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Many B2C marketers think about attribution just one new prospect or customer at a time. They use it to figure out which vendors to pay, and how much to pay them.

But that thinking can distract marketers from the bigger picture:

  • Solving attribution for billing is about vendors, not growth
  • One-customer-at-a-time attribution is small thinking, tiny thinking, thinking that will never grow a business.

 

There’s a bigger way to think about attribution, beyond the billing question. Successful B2C marketers think about attribution at the lead source level, the source being the URL or keyword where prospects engage with the brand.

B2C marketers can drive success by analyzing:

  • URLs (or keywords) where top-performing new customers (LTV) originate
  • URLs (or keywords) where the greatest volume of prospects who look and act like top-performing customers originate

 

High-performing lead sources are gold mines for B2C marketers; they’re the equivalent of top-performing zip codes for direct mailers. Lead sources that drive top-performing new customers and prospects are the foundation on which great B2C marketers grow their business, the gift that keeps on giving.

Most importantly, top-performing lead sources are where B2C marketers need to spend the majority of their acquisition budget (with some percentage reserved for ongoing testing of new lead sources).

Analyzing and optimizing acquisition campaigns using lead source attribution is simply a more powerful, more cost-effective way to grow your company.

 

 

 

 

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Consider the Source: Dave Hendricks

In this week’s blog I want to share a great article by Dave Hendricks: Consider The Source, in which Dave talks about the importance of lead source optimization to successful B2C customer acquisition campaigns. He introduces ROSS, Return On Subscriber Source, as a “must track” metric.

CertainSource Acquire manages the B2C customer acquisition funnel at the lead source level better than any other solution. We will show you exactly which lead sources perform best and which are a waste of your time and money.

Now for Dave’s article: Consider The Source

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Gaining Enough New Customers From Email Retargeting?

The cost of media is the major expense marketers face when driving new B2C customers and building B2C email lists. Yet most brands don’t get the most out of their media investment. They take the “good enough” approach by grabbing low-hanging fruit (that is, immediate conversions) without nurturing the “rest of the media” until it converts.

To be fair, some brands use social and display retargeting to get more out of their media spend, and while this can work reasonably well, the costs are high and the end result is lowering the ROI of acquisition campaigns.

e-mail concept design,What most brands are missing is the most powerful and cost-effective method for retargeting: email. Using email, profitable conversions will occur for a year or more after the media is purchased, and these converters become some of your top-performing customers.

Maximizing your media long tail starts by converting clicks to email addresses. Use a landing page that gives consumers the choice of providing their email address and/or converting. Expect 20% to 25% of consumers driven to the landing page to provide email addresses—in addition to those who convert immediately. Test your creative until you achieve these numbers.

Once you have their email addresses, 20% — 50% will convert over the next 90 days. To better project your unique conversion rate, these consumers should perform like the prospects on your email list who came to your website to subscribe, but have not yet made a purchase.

The best part of email retargeting is that the cost is so low. For the same cost as a single qualified lead, you can email retarget for more then two years! The low cost and significant conversion rate will have a major positive impact on your ROI.

Some brands fear that asking for email addresses first drives down immediate conversions. And it does—but at a minimal rate. A/B tests across many brands show that conversions where the landing page has an email step will deliver around 95% of conversions over pages without that step.

But here is the most important number. 90-day conversions with email retargeting run 120% over conversions without email, making email retargeting a clear and significant win that needs to be part of every marketer’s customer acquisition toolkit.

Test it for yourself… and become the hero that drives your brand’s customer acquisition program to the next level!

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Email Retargeting: A Clear Winner

What is email retargeting? Email retargeting is to B2C customer acquisition what shopping-cart abandonment, browsing abandonment, and social abandonment emails are to CRM retargeting. It uses email to drive people who have abandoned the acquisition funnel back into the funnel to complete the conversion process.

sales funnelWho are your prospects for email retargeting? Typical prospects for email retargeting are leads who abandon the acquisition process after providing an opt-in email address but who have not converted (i.e., registered, made a purchase, completed a download, etc.).

And it’s a frequent occurrence! In most B2C customer-acquisition conversion flows, more than 90% of purchased media that begins the process falls into this category.

Why is email retargeting so important? It’s important because email retargeting delivers higher ROI than either display or social retargeting. Why?

  1. Prospects who provide email addresses are deeper in the funnel than those responding to a display
  2. Email retargeting is far less expensive than display retargeting

 

What are the key components of successful email retargeting campaigns?

  1. Timing: triggered emails deployed when the funnel is abandoned are a must-have, because the prospect is still online with your brand top-of-mind.
  2. More timing: triggered emails are deployed whenever the prospect “shows up” in very similar fashion to display retargeting. Many of today’s technologies are able to track when people “show up.”
  3. The critical long tail: email retargeting continues until a prospect either converts, opts out of receiving further email, or fails to respond for more than 90 days.
  4. Unique email promotions designed to drive first-time conversion. It’s important to create email promotions different from your CRM promotions. Most brands use the same offers that appear on their websites and in CRM emails, which isn’t as effective as a unique promotion for prospects of email retargeting.

 

What results can you expect when instituting an email retargeting strategy? You will improve your ROI by 50% or more within a six-month period. With a consistent media spend, in six months, more than 50% of conversions will come from your abandoner pool.

Email retargeting is a clear winner for all B2C brands: it’s cost-effective and generates the highest ROI of any retargeting strategy.

 

CertainSource’s Acquire platform can help: we help major consumer brands grow their lists exponentially and at low risk to deliverability and reputation. Want to see what Acquire can do for you?

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Your Email Service Provider Is Stifling Your Brand’s Growth!

You want your business to grow, and you expect your email service provider to be solidly behind you. After all, if you pay on a CPM basis, your ESP makes more money as your list grows!

Traffic cones and sign stop isolated on white backgroundSo where’s the disconnect? Here it is: Growing email lists rapidly often creates significant ISP challenges—challenges that your email service provider would rather avoid.

And to make matters worse, ESPs have learned that brands tend to focus on list growth alone—rather than on following best practices that could ease the burden on their platforms, practices such as:

  • true freewill opt-in
  • zero-risk tolerance
  • performance/activity optimization

 

This dilemma is exacerbated further because customer acquisition service providers also ignore best practices. They’re looking for volume, and getting the mail into the inbox simply isn’t their problem.

So what’s the answer?

  • Hint #1 It’s not changing ESPs.
  • Hint #2 It’s not about scaling down your growth plans. (Brands need to add 30% new subscribers every year just to maintain their list size, much less grow.)

 

The answer lies in B2C customer acquisition management automation. Today’s customer acquisition management solutions, lead by the CertainSource Acquire platform, are light years ahead of where they were as recently as a year ago. They significantly lower the cost, and the time it takes, to rapidly grow your B2C email list at a quality level that inspires your ESP’s confidence.

Acquire, for example, delivers:

  • multi-process cleansing (email addresses and IPs)
  • real-time performance management at the channel/source level
  • zero risk tolerance optimization (before it causes problems)
  • performance driven budget throttling
  • transparency into key data metrics that drive business growth

 

Transparency is key to today’s best customer acquisition management solutions. When you have the data you need, you’re making decisions based on facts, not assumptions.

ESPs can’t overcome their inbox delivery challenges alone. Working with B2C clients who use customer acquisition management automation to drive list growth turns one of their biggest challenges into opportunity for everyone.

 

Want to learn how CertainSource Acquire can deliver a win-win solution for your brand’s customer acquisition strategy? Click here for a demo of our customer acquisition management platform that’s helping major brands grow their lists exponentially and with no/low risk!

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Want More Customers? Take it Personally!

We listen retro imageSuccess comes from making your customer acquisition strategies feel personal to your prospects. Demographics used to be email marketers’ best friend, but not anymore: no one likes to be considered part of a demographic, least of all your prospects! Today is about the uniqueness of every prospect, and about respecting their preferences.

One of those preferences is an emphasis on CRM as a part of customer acquisition. According to a recent study, seven out of 10 consumers believe that brands are concerned uniquely with making a profit: 87% of customers want meaningful interactions with brands but only 17% of customers believe that brands deliver on these interactions. This leaves a wide field open for engagement as part of a customer acquisition management strategy and a seamless transition into excellent customer relationship management.

Taking those statistics a step further, showing consumers that your brand stands for more than just the bottom line will differentiate you from the competition. Doing well by doing good isn’t just a slogan: according to the IEG Sponsorship Report, cause sponsorship is predicted to reach 9.2 billion dollars this year.

Mobile phone and gearsAs we’ve said before in this space, mobile is the new black: According to KissMetrics, two out of three customers want to view your website online—as opposed to downloading a mobile app. And Mobile Commerce Daily reports that 75% of mobile shoppers want to use coupons—a great customer-acquisition strategy! Keep your mobile marketing part of your customer acquisition management to make it clear to prospects that you know what they’re looking for and can deliver it.

Growing your brand requires making prospects feel that they matter. We can help: CertainSource Acquire helps email marketers build brands, grow companies, and acquire the highest value new customers. Why not ask us how today?

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$.50 or $1.50 Per Lead: Which is Your Best Choice?

Financial money cash , cartoon sticker iconMost people would think it’s a no-brainer: of course it’s better to spend less! Spend less, get more, make money.

In case you’re wondering, we do actually know this is what they think, because we conducted a survey, and 75% of the B2C marketers we questioned selected the fifty-cent option. That’s a lot of marketers.

And they’re all wrong.

The reality, as many of our mothers taught us, is that quantity does not always align with quality. Our mothers were right; but our consumer culture insists that more is better, so most of us accept that implicitly and our goal becomes a larger email database. More names must come out to more sales, right?

Not so much. Here’s what really happens when you go for quantity over quality:

1) Acquiring 1,000 email addresses at a cost of $.50 each will cost you $500. So far, so good.

2) Let’s say that a conservative 25% of that list (250 people) opens your email. If that happens, each of those people actually costs you two dollars, not the $.50 you thought you were paying … because you’re paying for the 75% who didn’t show any intent to engage.

quality control list3) Acquiring the 250 people at $1.50 would actually be a better marketing move, costing only $375. The difference? The “fast and cheap” approach gave you a lot of inexpensive leads, most of which were worthless. Spending more for fewer quality prospects would have delivered qualified new customers.

Most leads don’t translate into valuable customers: they eventually get culled, and you start the process all over again. Qualifying prospects at the source before they ever enter your database means doing that culling upfront, before you’ve invested resources into bad leads.

CertainSource delivers engaged prospects, not cheap leads. Our innovative technology does the work ahead of time so you don’t have to. We’ve been delivering low-risk exponential growth to major brands for years, and are ready to show you what CertainSource can do for you. Why not ask us how today, or download the infographic showing the exponential growth you can expect with CertainSource?

 

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How to Improve Your Digital Marketing

mobile digital mareketingImproving your B2C digital marketing starts with CertainSource, your go-to resource for exponentially growing your customer email database. Our innovative technology is helping other companies and major consumer brands exponentially grow their email databases with qualified, high-value prospects and new customers. It gives B2C marketers the opportunity to exceed customer acquisition goals and objectives in what’s become an increasingly complex digital marketing ecosystem.

Our proprietary technology gets to the best-performing sources within digital channels for new prospects, and we nurture these prospects through our CertainSource “superengine” to deliver triple-qualified new prospects to our clients.

This triple qualification means that prospects have opted in—not once, not even twice, but three times, essentially lowering risk to brand reputation to almost zero. What does that mean? It means that you won’t be emailing lists that may (or may not) be updated and clean; you will only be adding valuable prospects to your database, people who have chosen to be there.

customersCertainSource’s technology and results are relied on by well-known consumer brands to exponentially grow their email databases for consumer marketing programs. Isn’t it time you joined them?

Take a moment to visit our resources page to download the “Exponential Growth” infographic—and see how CertainSource’s superengine can help you grow your consumer database—exponentially!

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Exponential Growth of Your Consumer Database

Iexponential growth chartt’s a great word: exponential. It sounds good, right? But what does it mean?

“Exponential growth is development at an increasingly rapid rate in proportion to the growing total number or size; a constant rate of growth applied to a continuously growing base over a period of time.”

Wow. “Increasingly rapid rate,” “continuously growing base.” That’s music to most B2C marketers’ ears. It’s the kind of growth you want your company—and in particularly your email database—to be experiencing, isn’t it?

There are some difficulties along the way:

  • 1,876 vendors are vying for your attention in the marketing technology landscape.
  • 43 categories offer ways to reach consumers (social, mobile, content, email, events, display ads, etc.).
  • 34% of marketers are presently satisfied with how they’re doing.

 

Doesn’t sound a lot like exponential growth, does it?

business growthBut we have good news. You can conquer the omnichannel marketing complexity with source-level optimization to acquire high-value prospects and new customers.  There are excellent sources within channels to acquire high-value prospects (just as there are not-so-good sources that just deliver leads). How can you tell the difference?

The only way is through transparency, and that’s exactly what CertainSource offers. All your media purchases from multiple sources (display, email, social, etc.) are placed into our “superengine” and our proprietary technology analyzes each lead source in real time, across all media channels, and determines which ones perform best for your company, based on criteria that you’ve established. And you pay only for the conversions!

Want exponential growth? CertainSource can deliver. Why not ask us how today?