6 Customer Acquisition Trends to Keep on Your Radar This Year
According to Smart Insights, 46% of brands don’t have a defined customer acquisition strategy, while 16% have a strategy but haven’t yet integrated it into their marketing plans.
Integrating postal with digital is an effective way to increase your impact — especially when it comes to customer acquisition. So, it’s no surprise our trending tactics in customer acquisition are leveraged in both offline and online channels. Thus providing businesses like yours with a multi-touch solution to acquire new customers.
Here are six hot customer acquisition marketing trends to consider adding to your toolbox:
Trend #1: Streamlined direct mail formats
Want to get an offer in front of your prospects with more pizzazz than an email? Get creative with your direct mail.
While postcards and catalogs can both work profitably, bigger isn’t always better. The visual appeal of a postcard — without the need for an envelope — lends to its effectiveness and eye-catching potential. One huge advantage of postcards is their production flexibility. Postcards don’t have the long lead times of more complex formats like multi-insert mailers or bound catalogs.
Postcards are also less costly to print, and can be run in smaller quantities using variable data for maximum personalization of images and messaging.
If you’re a brand known for its full-size catalogs, consider testing a smaller format such as a 6×9” booklet. You’ll save on both production and postage. You will also break through the clutter more readily with a size that stands out from magazines and traditional catalog mailers.
Trend #2: Trigger marketing solutions
Trigger-based marketing solutions are just what they sound like; messaging initiated by a specific action or behavior by a prospect on your website. For example, a trigger-based email may generate when a customer clicks a certain page of your site or abandons a cart with products still inside.
Because trigger-based tools are based on particular actions, messaging can be highly tailored to the individual prospect. This can deliver a significant boost to your digital customer acquisition efforts. Here are some examples of trigger-based marketing solutions we’re having great success with for our clients:
Trigger-based emails can give your digital marketing results a significant boost. As mentioned above, messages send automatically based on a site visitor’s actions or an event related to their actions. Often, trigger emails aim to make the subscriber feel valued. This may be with a simple reminder about a fast-selling item, a welcome email with an invitation to subscribe to your list, or a discount on the item they were browsing.
This trigger technique makes it easy to remarket to site visitors with personalized direct mail postcards based on their on-site activity. Similar to a trigger email, it’s easy to personalize while engaging your audience across multiple channels with a consistent and hopefully memorable message or offer. Triggered postcards are great for reaching site visitors who haven’t yet opted into your email list and email recipients who aren’t opening your emails.
A lightbox is a website pop-up that appears above a web page and shades out all existing images and text. The purpose is to grab visitors’ attention. Often it will catch them off-guard with an offer to sign up for a newsletter or other offering. You can personalize dynamic trigger lightboxes to a particular visitor rather than one-size-fits-all. Which makes it easier to collect their email address and continue the marketing conversation.
Triggered social marketing.
If your site visitors are active on social media, triggered social marketing extends the reach of your marketing message onto platforms like Facebook. You can dynamically determine an audience based on factors such as products viewed, emails opened (or unopened) and more.
Trend #3: New mover programs
Did you know that 15.4 million U.S. households move every year? New mover marketing can be viewed as somewhat of a subset of trigger marketing. A relocation is the action that initiates your messaging and gives you a jumping-off point to connect.
And new movers are known for their spending in areas from home furnishings to local takeout. In fact, studies show people spend more on their new homes in the first three to six months than they will over the next three years.
Most families moving into a new community have yet to form customer loyalties and buying habits. They’re looking for a pediatrician, landscaper, plumber, supermarket, dry cleaner and more — and you want them to choose you. That’s why businesses are developing new mover programs to win over their business before the competition grabs a hold of them.
So why not reach them as soon as they hit their new neighborhood, and get your offer into their hands just when they’re forming new spending habits? New mover digital marketing hits potential customers as they settle into their new home.
Trend #4: Third-party on-site and email advertising
Digital marketing has come a long way from the “build a list and send them an email newsletter” days. You’re no longer limited to channels you own (like your website) or organic social media that lets you reach out to a limited number of followers.
Today, technology allows you to place what’s known as “injectable content” into channels already embraced by your audience. Say your prospect subscribes to The New York Times or Wall Street Journal, or a daily newsletter from a popular food magazine. Your ad can appear in the emails these publishers are sending their subscribers, or on the website when someone clicks through to read more.
How? By linking email addresses to your mail file, then matching the list to the user universe that already subscribes to popular content. This strategy is great for reaching prospects who have yet to opt into your email list, or customers with missing email addresses in your database.
Trend #5: Showrooming
Many customers are apprehensive about purchasing online before physically seeing the product. It’s becoming common practice to check out an item at a brick & mortar store, then purchase it online to get the most competitive deal. This is also known as showrooming. It forces retailers to get creative in acquiring these potential customers rather than lose the sale.
Though some retailers fight the practice with deterrents such as a “fitting fee,” most take a reward-based approach to encourage in-store purchases:
- Special in-store only incentives or coupons
- A mobile app offering comprehensive product information and customer reviews
- Promoting price matching or offering price adjustments within a short time frame
Trend #6: Integrated, multi-touch campaigns
Notice what many of these trends have in common? They take a multichannel approach to messaging, reaching out to customers on every platform they’re using, both digital and off-line.
Reaching prospects where they already hang out is the best way to ensure your messaging gets seen. It’s also the best way to maximize your customer acquisition ROI.
Ready for a customer acquisition strategy to leverage trends like these?
New technology is making advanced marketing techniques like these accessible to businesses of all sizes. If you need a knowledgeable guide to get started, d3 can help.