Email is not an acquisition tool! Email is a retention tool. Email is a nurturing tool. Email is a credibility marketing tool. 90% of marketing dollars are invested in acquisition programs; including things like keywords, banners, direct mail not to mention TV, radio, billboards, etc….
What I want to talk about is leveraging those tactics to acquire permission to continue the relationship. For most businesses in 2005, leads come in through the web. Some activity drives prospects to a site or a landing page. There the prospect is presented with a choice: Yes or No. Buy or go away. This is called Macro-conversion. You buy a keyword to drive me to a landing page to: _____________ (buy a DVD, Download a Whitepaper, Schedule a Demo, etc…) According to a study in 2004, 95%+ of the people who visit your site just go away.
Today we need to be focused on Micro-conversion. Most people are browsers; they might just be seeking information or comparing you to your competitor. Perhaps they are not ready to make a decision. Does this make them less valuable? You already spent the money to bring them in. If they leave anonymously that investment is gone. The concept of Micro-conversion is to prioritize registration over the sale. Minimally, you need to be constantly testing your landing pages for both Macro and Micro conversions.
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