How Email Optimization Can Give You Tunnel Vision

Optimization is the science of making your work as effective as possible. You strategically tweak and test your landing pages, emails, and ads to maximize a specific metric, such as clicks, conversions, or opens. And therein lies the problem with optimization: it can give you tunnel vision. Focusing too much [...]

2018-08-29T20:50:04+00:00

Is Your Audience Working Too Hard to Understand You?

Nobody would be surprised if a pastor kept a Bible dictionary open while reading a theological commentary. When you read highly academic texts, you need tools to help you understand complex terms that the author doesn’t take the time to explain. But marketing isn’t academic, and your audience shouldn’t have [...]

2018-11-15T16:49:10+00:00

How to Choose the Right Button Text Every Time

Buttons play a key role in digital ads, emails, and landing pages. They prompt people to take the next step: to buy, preorder, sign up, download, subscribe, or get something. When your organization produces hundreds--if not thousands--of digital assets, it’s easy to wind up with “go-to” button text that you [...]

2018-08-15T19:29:25+00:00

Are You Making it Too Hard to Gain New Leads?

It’s good to know that you’re talking to the right people. But some organizations take lead qualification too far, and they miss out on reaching potential customers. Generally speaking, the more steps you put between your audience and your offer, the fewer leads you’ll wind up with. But as we’ll [...]

2018-08-07T22:24:49+00:00