02Section 2 of 8
OFFERS - What am I asking a stranger to do?
RB2B got one signup for roughly every 52 emails we sent. Another client selling essentially the same thing needed 643 emails for a signup.
We were emailing the same audience on the same infrastructure. RB2B had a free-forever tier with no credit card. The other company offered a seven-day trial, required a card, and put a meeting in the way.
I think about being on the other end of that email. I've just heard of this company, and now I need to decide whether I trust it with my card and want to spend time talking to someone. With RB2B, I could try the free product.
RB2B + ANOTHER CLIENT
RB2B needed fewer sends for each signup.
Signups per 100,000 emails
RB2B Free forever, no card
1 signup / 52 emails
1,923
Other client Seven-day trial
1 signup / 643 emails
156
The reported send-to-signup ratios were rounded. These rates come from two companies, so they do not show what changing only the offer would do. They count signups, not customers.
On the same 100,000-email basis, RB2B got about 1,923 signups and the other client got about 156. Those rates come from the reported ratios of one signup per 52 and 643 sends. This compares two companies, rather than changing only the offer at one company.
View original chartThe comparison was between two companies, so I wouldn't promise a 12x improvement from changing a form. But with a gap like that, I want to see what happens after the click before we rewrite the email again.
I've described what we do as being a pigeon. We can get your message in front of the right person, but we're still carrying your offer. If it's a lot of work to try the thing you're selling, that affects what we can get out of the campaign.
Take the commission software example again. I'd let someone run a sample plan before asking them to connect their CRM. They get to see a calculation without waiting for IT or putting company data into a tool they haven't decided to use. If that's possible, I'd say it in the email, along with whether they need a card.
Abe had a different problem because they sell LinkedIn advertising services. There wasn't a free product for someone to sign up for. We had to make the pipeline they could help generate worth a conversation.
After three months of testing, they closed a $150,000 contract. Over six months, the campaigns booked more than 600 meetings and produced $597,000 in closed ARR.
For an agency like that, we’d have to give a monetary incentive to get someone on to a call, especially considering it’s a high ticket service.
Now the buyer has a reason to bring themselves to the call. I'd spend the call doing that review. If they turn up and get a company presentation instead, we haven't delivered what got them there.