In Return Path's latest issue of their newsletter "Sign Me Up!", Matt Blumberg explains why you shouldn't use the creative that you've been sending to your house list for an email acquisition campaign. Here's what he says:
Email creative that works well for your in-house list won't be effective in an acquisition campaign. When you are looking to get your message in front of new prospects you need a fundamentally different approach than you would use for recipients who are already familiar with your company.
When developing creative for an acquisition campaign, keep these tips in mind:
- Introduce yourself first:
It might be considered strange to walk up to a stranger at a party and start telling them about the funny thing that happened to you on the way over. But, that's what many marketers inadvertently do when they send out a message to a new audience without first saying, "Hello, my name is ..."
- Don't try to do too much with one message:
Instead, focus on what the reader needs to know about your company to move them to take a next step.
Use a clear, prominent, compelling call to action: What is it that you want the reader to do? If the action isn't clear, the email's chance of success is limited. Use strong, unambiguous action words like read, sign up, buy, learn, or download.
- Lower the hurdle:
Consider that it's a lot easier to download a whitepaper or checklist, get a coupon or sign up for your email program, than it is to make a decision to buy from an email.