Think of your online offer to a prospect as a first impression, the digital equivalent of your opening greeting. That 160-character introduction to your brand can make—or break—someone’s notion of who you are and what you sell… and could determine whether or not they buy from you.
An offer can perhaps be the most important part of customer acquisition, the beginning of the whole customer acquisition management process, and it’s frequently overlooked or only given limited attention. Yet that first subject line and that first offer must capture and hold your prospect’s attention … and motivate them to make a purchase!
So you may want to start with a few questions. What are you currently saying to your clients, in store or online? What marketing messages have worked for you in the past? What are your competitors doing and saying?
The real issue lies in the fact that every prospect source requires different messaging, and messaging is the key to customer acquisition. Messaging is not one-size-fits-all, and here as in the rest of email marketing, there’s only one way to find out what offers work: test, test, test.
Start by looking at your various customer acquisition tools, which may include banners, co-registration, email, trade publication ads, third-party emails, and others. Each will require a different offer. And to improve results further, you’ll want to create different offers for different customer segments from within each channel, so you may end up with sublists of appropriate offers.
The more you can segment, the more your offers can target the most likely group of consumers for your services or products.
There are myriad options and you need to nail down a strategy for testing. It’s important that you don’t just stick to one method: multivariate testing will yield the most information. But remember, the more knowledge you have about what works and what doesn’t, the better position you’ll be in to attract targeted customers who will actually make a purchase. So also try A/B splits and test the offer itself—should it be free shipping? Discounts? Coupons?
Be sure that you have a plan behind the testing and aren’t just throwing out random changes. Determine what you want to test based on what you want to learn, then track results, and tweak as necessary.
Whatever you test, there are a few constants: keep the copy light, and keep the call to action large. No matter what customer acquisition tool you’re using, you still have only a few seconds to catch and hold a prospect’s attention. Make those seconds count for you by presenting something relevant and targeted—and by presenting it in such a way that it clearly seems irresistible to the consumer.
Want to learn more about customer acquisition? We’re here to help: CertainSource Acquire offers real customer acquisition management to fill your sales funnel and deliver valuable new customers. Why not ask us how today?