To combat rising Facebook ad costs and maximize customer acquisition, this episode advocates for leveraging owned marketing channels, specifically email and SMS, by segmenting audiences and tailoring content and offers. The key is to aggressively nurture non-purchased leads with valuable content and compelling offers, while maintaining brand integrity for existing customers.
Key takeaways
Segment your SMS and email lists to differentiate between purchasers and non-purchasers, allowing for tailored messaging strategies.
For non-purchasers, aggressively use SMS (content-driven and promotional) and email with frequent, compelling offers to drive initial conversions. Do not fear unsubscribes from this segment.
Implement a weekly 'encouragement text' via SMS for opt-ins, subtly including a CTA for purchasing. For existing customers, link to subscription pages.
Prioritize content creation for SMS that is concise, on-brand, and provides value, recognizing its lower time commitment compared to other content formats.
Re-evaluate traditional metrics like 'open rate' for non-purchaser segments; focus instead on conversion and customer acquisition for maximum impact, even if it means lower initial engagement rates or discount utilization.
We’re getting tactical. This week, Andrew shares strategies for using email and SMS subscription lists to acquire customers. “How do I turn those lists into dollars?”
Segment your SMS and email lists to differentiate between purchasers and non-purchasers, allowing for tailored messaging strategies.
What does this episode say about paid acquisition?
For non-purchasers, aggressively use SMS (content-driven and promotional) and email with frequent, compelling offers to drive initial conversions. Do not fear unsubscribes from this segment.
What does this episode say about customer retention?
Implement a weekly 'encouragement text' via SMS for opt-ins, subtly including a CTA for purchasing. For existing customers, link to subscription pages.
What does this episode say about conversion & cro?
Prioritize content creation for SMS that is concise, on-brand, and provides value, recognizing its lower time commitment compared to other content formats.
What does this episode say about email & sms?
Re-evaluate traditional metrics like 'open rate' for non-purchaser segments; focus instead on conversion and customer acquisition for maximum impact, even if it means lower initial engagement rates or discount utilization.
