Tips & Tricks: Does messaging matter to potential email subscribers?
Date Sent: July 23rd, 2020
Capturing email subscriptions to send customers offers, ongoing communication about new products, or early access invitations to seasonal sales is a great method for driving customer loyalty. Offering an incentive is an excellent approach to enticing site visitors to register their email addresses, but what's the best messaging for communicating that incentive across the site? If your site is running multiple campaigns to capture subscriptions, some may be using messaging that is performing better than others, but their comparative impact is virtually unknown.
With Multi-Touch, instead of building individual campaigns to test specific interactions, pages, or offers, you can create a single campaign that cuts across the entirety of the customer journey. By using a Multi-Touch campaign for capturing email subscriptions, you can combine touchpoints with related messaging and invite visitors to subscribe in exchange for the incentive, and track the performance of one set of messaging vs. another.
To leverage Multi-Touch and test if one set of incentive messaging touchpoints is more effective at capturing email subscriptions than another, start by creating a Multi-Touch campaign with two variations. Both variations will contain three touchpoints: a homepage Hero Banner, a category page Overlay, and a PDP Notification.
- Variation #1: contains touchpoint messaging that offers visitors a "special welcome offer" if they subscribe to the email newsletter
- Variation #2: contain touchpoint messaging that explicitly calls out a "10% off discount code" for subscribing
Messaging is just one creative touchpoint element that can be tested when using a Multi-Touch campaign. Test different color schemes, product images, recommendation strategies, recommendation layouts, and more. For instance, you could test if using certain related product images across various touchpoints is more or less effective than, say, using images of a model.
You can also test variations that have additional touchpoints per campaign. For example, you could set up a Multi-Touch campaign with 10 touchpoints per-variation across various pages with messaging related to discount offers or perhaps to drive visitors to explore a limited time seasonal sale. As a visitor explores your site, the content within the touchpoints that are served to them will collectively and cohesively impact their journey, and thereby impact the likelihood that they will respond to the call to action.
Also, in case you missed our July 19th Release, you can now target multi-touch campaigns using a custom evaluator.
Question of the Week: Visit our Community to share if Amazon rescheduling Prime Day from July to September (or possibly October) has impacted your team's Q3 strategy.
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Sr. Customer Education Manager
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