One of our customers, Stone Hearth Pizza, just found out a lesson that is great for all of you: the second offer is the most effective at converting non-customers into paying customers.
Stone Hearth Pizza runs what we call LROs ("Long Running Offers") - they are promotions which are available only to First Time Customers and generally for an extended period of time. They run these LROs primarily on their website to convert high-intent website visitors into remarketable email addresses. In general, 26% of people who sign up for a promotion on Stone Hearth's website redeem that same promotion. But what about the other 74%?
Recently, they ran a LTO ("Limited Time Offer") promotion which they sent out via email and on Twitter. Of all the people who signed up for the LTO, 84.3% of them came from the email blast - this means that Stone Hearth had their email address already. What's amazing, though, is that of all people who went on to redeem the promotion in-store, 73.5% of them had never redeemed before...they were new customers. So, many people who had given their email address to Stone Hearth hadn't spent money before.
Here's the interesting insight: people sign up via the website - this is them agreeing to have a digital relationship with a brand. But not all of them redeem. When they are sent a second promotion by the brand with a specific call to action, they DO redeem - they have agreed to spend money.