With a list that continues to grow and segment, it is crucial to create an offer that engages the reader and makes the reader take action. That action can be purchasing a product, requesting a consultation, downloading a white paper or video or simply requesting more information.
You often see combinations, especially when registaring for an event of a webinar. Wording such as "sign up and receive a free white paper" or "purchase a stapler and get a pack of staples for free." Other types are more promotional such as "save $10 on your next $50 order" or "get 10% off your next purchase" or "free shipping with orders over $60."
What is important in the offer is the wording, and the best way to find the right combination is through testing. Look at your segments, look at what they have purchased in the past, how often they buy, how much they spend and even where they live. Using "save" instead of "get" might bring you business from Washington but not from Texas, and half your business might come from Texas.
Customers in Virginia might respond better to free downloads than promotional offers while customers in Wisconsin just want to request information regardless of whether or not there is a download or promotion. With so many possible audiences to please, the creative presentation makes the difference.
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