Over the last few years, you’ve probably noticed an emoji or two in your inbox. Some brands use them all the time. But for most organizations, if they use emojis at all, they’re a rare treat. Still, it’s become increasingly popular to use emojis in email subject lines, and some [...]
For well over a decade, marketers have debated about the most effective button color. At first, the answers were wildly inconsistent. Some marketers argued that all buttons should be orange. Or that red was better than green. These conclusions were largely based on personal experience, or a single A/B test. [...]
When running a lead-generation campaign, you want there to be as few barriers as possible between your leads and your list. Whether you’re collecting email addresses, phone numbers, mailing addresses, or something else, you want clear, simple forms. The harder it is for people to sign up, the fewer leads [...]
You spend a lot of time trying to target the ideal audience for your lead generation campaigns. But once you find a good audience, you need the ideal offer for that audience. The right lead magnet makes your campaign a lot more effective. But choose the wrong one, and you’ll [...]
People generally open your email for one of two reasons: They recognize and trust you. Your subject line sounded interesting. The only way to build trust is to increase brand awareness and consistently create valuable experiences for your leads and customers. But there are lots of strategies for writing interesting [...]
Anytime you interact with your audience, they have an emotional response—to your behavior, your message, your brand, or the issue you’ve brought to their attention. They may experience delight, disgust, surprise, desire, disappointment, joy, or other emotions that shape how they respond to your content and what they associate with [...]
For years, bloggers were told that the key to a successful blog was a steady stream of content. So people created detailed content calendars and hopped on the content marketing treadmill. Many organizations are still on that treadmill, scrambling to crank out anywhere from one to several blog posts every [...]
A decade ago, reading email on your phone would have been considered a luxury. The iPhone just hadn’t been out for very long, and smartphones were far from ubiquitous. But today, depending on your industry and audience, 85 percent or more of the people you are trying to reach might [...]
Test. Measure. Change. For digital marketers, that’s an endless cycle. We create variations of every ad, email, headline, and landing page, measure how our audience interacts with them, and then choose the versions that deliver the best results. But a single A/B test isn’t enough to create trends or make [...]
Creating videos is expensive. Even relatively low quality videos can take up a ton of time and resources to produce. A high-quality video could take weeks or even months of time from producers, directors, camera crew, editors, motion graphic artists, and actors, not to mention the costly equipment and software [...]