Chris Baggott has a post on "Email is not an acquisition tool" There's been a heated response from Matt Blumberg, at Return Path.
I think Chris has a good point. He defines micro-conversion as "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." This is a great point; if you're spending money to get people to your site, at the very least you should set up the possibility of an ongoing dialog, if you don't make a sale.
I do think that "Email is not an acquisition tool!". I can think of a number of very effective campaigns that do make the sale.
2 Comments:
So... how about anybody who begins an order process but bails is presented with a pop-up registration page. "Enter your email address and you'll be registered to win a FREE year of service..." or something along those lines. An ongoing sweepstakes that collects prospective customer email? And, of course, anybody who buys online should be entered to win, as well. Low cost, high perceived value.
Incidentally, I'm not sure "heated response" was an appropriate description in your post. I was expecting some fireworks when I clicked to read it. Blogs are supposed to be some wild frontier of commentary, right? Very disappointing.
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