Tuesday, October 31, 2017

13 Email Examples That Totally Nailed Personalization

If you're anything like most people, you can probably rattle off 100 different things you'd rather do than dig through your inbox.

It starts to feel like a chore, because what's in there isn't very interesting. In fact, only 21% of consumers reported that they've received a memorable promotional email in the past two months, according to a study by Litmus.

To overcome that, many brands are using email personalization as a strategy for creating more engaging email experiences -- ones that feel less like a robot, and more like a friend.

The best part? Email personalization doesn't need to be insanely complicated to resonate with recipients. To see what I mean, check out these 13 great email examples that cleverly use personalization.

13 Personalized Email Examples You Can't Help but Click

1) OpenTable

As you may have gathered from my bio, there are few things in life that bring me as much joy as a remarkable meal. That's why OpenTable is one of my favorite brands. Not only does it easy to make reservations online, but it also remembers my favorite restaurants, and helps me discover new ones based on my reviews and reservation behavior.

One way OpenTable encourages me to leave reviews is by sending me an email with a personalized subject line asking me how my most recent meal was that I booked through this platform.

Because these reviews help OpenTable figure out which restaurant recommendations to make for me, I'm already encouraged -- but a personalized, specific subject line with a reminder of where my last reservation was, helps to boost my engagement.

2) JetBlue

Oh, JetBlue. You shouldn't have.

This anniversary email highlights a creative example of a brand using something as simple as a date to provide a standout experience. Much like a birthday shout out, JetBlue used my colleague's account creation date to trigger a personalized email to celebrate the fact that they've been "emailing for 365 days now."

If you're a HubSpot customer, this is an easy email to replicate for your contacts through a fixed date or property-based workflows. It allows you to base your workflow on a calendar or contact property date, so you can send anniversary emails, digital birthday cards, renewal reminders, and more. And if your business is sending a high volume of these emails, we also offer the Transactional Email Add-On.

3) Spotify

Here's another great personalized email example that leverages a user's interests to provide a relevant, value-packed message.

The copy in this email from Spotify is particularly effective because it frames the personalization in a way that makes the recipient feel like they're being rewarded for their usage. Phrases like "top listener" and "be the first to get access" lend themselves to a sense of exclusivity -- making the user feel important.

The email also closes with a written call-to-action that encourages the recipient to listen to Charles Kelley's new song -- specifically on Spotify. Again, this push helps to ensure that the user is actively using the streaming service, and therefore continuously reminded of the value.

4) Amazon

A few Halloweens ago, HubSpot's blogging team dressed as the dancing pumpkin man from this viral video. (And, in case you're wondering, we dressed as a bunch of bananas last year.) But before opting to DIY our own orange masks, my colleague, Lindsay Kolowich, set out on an Amazon search to find us the real deal.

Within just a couple of days, she received this personalized email from Amazon featuring "products similar to 'full face plastic pumpkin masks'." (Some of them are quite scary, aren't they?)

This email serves as a great example of how to use a contact's search behavior to re-engage them with your company, and hopefully move them closer to a sale.

5) LinkedIn

Once upon a time, before I worked for HubSpot -- practically another lifetime, it feels like -- I was about to graduate from business school and actively applying for jobs.

I often used LinkedIn for my search -- a business-focused social network that was paying attention the type of listings I responded to. Each day, LinkedIn sent me a roundup jobs it thought would pique my interest.

LinkedIn

What's interesting about this email is that LinkedIn wasn't using it to earn my paid business. Rather, LinkedIn seemed to be keeping a close eye, algorithmically, to the locations and type of work I was seeking. While some of the listings were more applicable than others, all of them were clickable.

Did you catch that? Clickable. And even if none of these jobs piqued my interest, I had about 250 classmates who might have considered them, driving even more traffic to LinkedIn's website.

So think about what's going to make your content clickable, and how you can use personalized emails to drive traffic to your site. Then, set up workflows that remind subscribers how to continue taking advantage of these specially-tailored messages.

6) The Bowery Presents

I received this email back when I was living in New York address, but it still serves as a great example of how to use location information to provide a customized email experience.

In the email, The Bowery Presents pulled shows from New York venues -- where I purchased tickets for many events when I lived there -- for artists similar to the ones I saw live.

The Bowery Presents

And when I finally purchased tickets to see one of these artists in Boston? It re-personalized my emails to let me know about shows here.

By making it easy for me to quickly visualize what's headed to the area and when, The Bowery Presents is able to lower the barrier between me and the point of purchase.

This type of personalization could be extremely beneficial for a company looking to deliver more relevant messages to international leads or existing customers.

7) Twitter

After following one of her favorite brunch spots on Twitter, my colleague Corey Wainwright received this email from the social network with suggestions for similar accounts to follow.

What's more is that the suggestions were actually super relevant -- turns out, a couple of them were just right around the corner from her. (Hello, new grub options.)

twitter email mkt resized 600

When companies have as much data as Twitter does, they usually go one of two ways with personalization: They totally hit the nail on the head, or they have too much data to sift out what's important. This is an example of accurately identifying what Corey would actually care about, and delivering it to her.

8) Hawaiian Airlines

There are few places on the planet that I love more than Hawaii. I'm constantly thinking about my next trip there, but for a while, could never quite commit to booking it.

That is, until I received this special birthday email from Hawaiian Airlines. In keeping with the Hawaiian tradition of presenting someone with a lei on his or her birthday, the airline instead chose to present me with 500 bonus miles, just for booking a trip within the next year. Aloha, indeed.

Hawaiian Airlines

There's more than one noteworthy thing about this email. First, the only reason I received it is that I'm enrolled in the Hawaiian Airlines mileage program, and getting emails like these is just one of the "rewards" of membership. Plus, the airline understands that I joined for a reason -- because at some point, I planned to visit Hawaii again.

With that in mind, Hawaiian Airlines used this personalized email to give me an incentive to finally book that trip, with a birthday greeting to boot. That's a great way for brands to achieve customer reactivation -- by using a fixed date, like a birthday or anniversary, to remind people what it was that they loved about your business in the first place. By offering something special from your brand to commemorate the occasion, you're giving your audience the motivation to take action and making a purchase.

9) HubSpot Academy

There's a thing about licenses and certifications. They're valuable. They help you master knowledge and become an expert. Having them makes you look good. But they also have to be kept up-to-date, and unless you're reminded, letting them expire can be all too easy.

If you have any HubSpot certifications, you know that doesn't have to be the case. Our Academy team creates personalized emails to let certification-holders know which ones they currently possess, which ones need to be renewed, which ones might be helpful to add to their credentials, and when new certifications are available.

HubSpot Mail - A new certification course by HubSpot Academy

Eric Peters, the senior growth marketing manager with HubSpot Academy, explained the technology that makes emails like these work. Each certification box in the above email is made "smart," to show users which certifications are available to them.

"All nine certifications are available to partners. Eight are available to customers, and four to non-customers," Peters says. "Each one of those certifications has a Smart CTA that appears as a different color, depending on whether the user is actively certified -- which means they passed within the last 395 days -- expired, or incomplete."

"In other words," he explains, "it's a bunch of Smart CTAs embedded in a smart rich text box. The CTAs point to the splash page describing the certification."

(HubSpot Professional and Enterprise customers: You can create Smart CTAs like these in your own emails with your HubSpot CTA tool.)

10) Netflix

Am I the only one that spends more time looking for a movie on Netflix than I do actually watching it?

Aware that its database can be overwhelming, Netflix regularly sends out these personalized emails that suggest movies for its users. (If you want to learn more about the science behind the Netflix algorithms, you can brush up on it here.)

By providing a custom recommendation, Netflix helps ensure that users are actively seeing the value of their subscription. In other words, it keeps them watching, which ultimately keeps them paying.

This approach could be applied to a number of marketing materials -- ebooks, webinars, and blog articles, to name a few. For example, if you find that someone downloaded an ebook on social media tips, you may want to set up a workflow to trigger a follow-up email that suggests they check out your social media guide on SlideShare.

11) Pinterest

In an effort to keep my friend Ginny Mineo pinning, Pinterest sent her this personalized email. Based on her past activity on the site, the social network provided some suggestions for other topics she may want to explore. (Butter, Lauren Conrad, and cheese -- I like your style, Ginny.)

And given that, at the time, she was planning a yellow-themed wedding, I'd say the results were pretty accurate.

What we love most about the email is its simplicity. It offers up just six topics, which is enough to interest the recipient without overwhelming her. Plus, the copy is quick, friendly, and clear.

12) WeddingWire

In other wedding-related news, Mineo also received this email example from WeddingWire, an online marketplace for venues, cakes, dresses, and other wedding-planning items.

While the copy was clever in and of itself, what really struck us was the personalization used in the subject line. After all, your recipients aren't going to see the content unless you persuade them to click first, right?

By using a witty, custom hashtag -- #GinnysLastHurrah -- in the subject line, WeddingWire inspired her to click on the email, check out their tool for creating hashtags, and forward the email to the rest of us.

If you want to boost the word-of-mouth influence behind your product or service, you should consider how personalization can help propel your message.

13) Birchbox

Birchbox is a company that's fixated on personalization in all the right ways -- and all it takes is one glance at the header of this email to see why it's effective.

Birchbox transparently admitted that they took a peek at my colleague Carly Stec's sample and purchase history before crafting this email. That gave her the sense that what came next would likely be relevant to her -- and it was.

These little, personalized messages always reinforce why Carly continues to subscribe to the Birchbox service -- they strengthen her loyalty.

Let's Get Personal

With 62% of millennials feeling that online content drives their loyalty to a brand, and 46% of U.S. consumers admitting that they’re more likely to switch providers than they were 10 years ago -- it's clear that fostering loyalty through personalization should be a priority.

It may seem like a big undertaking, but by observing, understanding, and investing in the behavior of your customers, you can help to ensure that they'll stay customers. So start getting personal -- and building loyalty.

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20 Creative Agencies You Should Follow on Instagram

Instagram has evolved into a perfect visual platform for agencies, filled with photos of office parties, company outings, and creatives hard at work behind their Macs. And while there were more than a few pictures of agency pups and craft beers, Instagram has also become a place where agencies can share behind-the-scenes shots of their latest work and highlight their accomplishments.

While there probably aren't that many CMOs who troll Instagram looking for their next agency partner, there is little competition and even more opportunity to make it your agency's platform of choice for attracting new talent and clients -- a differentiator when it comes to that next visual campaign.

If you are looking for some inspiration or just want some "inside" looks at a few agencies, then check out this ultimate -- yet not exhaustive -- list of ad agencies to follow on Instagram:

20 Creative Agencies To Follow on Instagram

1) Huge: @hugeinc

This meticulously curated Instagram from Huge is chock full of high-quality photography, graphic design inspiration, and quirky snaps of daily office antics. A must-follow if you want a glimpse of what life is like at a top agency.

 

Friday!

A post shared by Huge (@hugeinc) on May 1, 2015 at 4:05pm PDT

 

2) Motherlondon: @motherlondon

Mother London, the world's leading independent creative agency network, has a unique approach to Instagram. Each week, they hand over the reins to a different creative, allowing them to showcase their work and highlight their unique design perspective. The result is a truly inspiring feed that's sure to inject a little inspiration into your daily life.

 

3) ustwo: @ustwo

Even though ustwo, a digital product studio, has worked with major brands like Google, Adidas, and Ford, their Instagram presence is surprisingly personal. Take a scroll through their gallery and you'll find colorful photos of office events, team outings, and even birthdays alongside glimpses of their latest work.

 

4) Wolff Olins: @wolffolins

Wolff Olins' Instagram gives followers a glimpse at the agency's work-hard-play-hard approach to creative strategy, including design inspiration and behind-the-scenes snaps.

 

Inspiring speakers + specialty cocktails = an engaged audience #WO50

A post shared by Wolff Olins (@wolffolins) on Oct 14, 2016 at 9:14am PDT

 

5) Carrot Creative: @carrotcreative

If you subscribe to the notion that you can never see too many pictures of adorable dogs or awesome events, then Carrot Creative's Instagram is for you. VICE's full service digital agency serves up plenty of both in their frequent updates, along with photos of their team and their traveling flag.

 

6) Red Antler: @redantler

Brooklyn-based agency Red Antler is the epitome of cool and inventive New York charm, and their Instagram reflects this identity. Follow along for design inspiration, office culture, and photos of their work with startups.

 

Oh hey new @casper πŸ‘€ Have you found us on the subway yet? πŸ”Ž

A post shared by Red Antler (@redantler) on Apr 21, 2017 at 1:55pm PDT

 

7) Skirt PR: @skirtpr

The folks at Skirt PR know their way around a glamorous party. Whether it's a cool boutique opening, a cozy cafe gathering, or a champagne celebration, you can follow along with the action on their Instagram. Their feed is also a colorful source of design inspiration -- perfect for a mid-week pick-me-up.

 

Squeezing in as many summer rooftop happy hours as we can. ☀️

A post shared by Skirt PR (@skirtpr) on Aug 11, 2017 at 3:02pm PDT

 

8) Agency V CPH: @agencyvcph

If you ever feel like your life could use more Scandinavian minimalism, then you should add Agency V CPH to your list of accounts to follow. The Copenhagen-based agency shares pictures of sleek interiors, style inspiration from their clients, and city snapshots from the rainy streets of Copenhagen.

 

9) SPARK: @sparkbrand

SPARK's creative team takes followers behind the scenes and on location as they shoot and edit ads for brands like Hilton, Visit Florida, and The DalΓ­ Museum. Their account is also worth a follow for the illustrations and other design work they regularly share.

 

10) BBDO San Francisco: @bbdosf

As their Instagram bio proudly declares, BBDO San Francisco is "all about The Work The Work The Work." Their account showcases their recent campaigns, high-profile events (such as Cannes), and their team's creative process -- which involves bowling nights.

 

Senior producer Whitney, creating. πŸ”₯#thewoodworkthewoodworkthewoodwork #winniethepooh #bbdo #artist

A post shared by BBDO San Francisco (@bbdosf) on Oct 13, 2016 at 12:01pm PDT

 

11) Anomaly: @anomaly

AdAge named Los Angeles-based shop Anomaly Agency of the Year in 2017, and we think their Instagram account is also a winner. With colorful snaps of daily office life, upcoming campaigns for clients, and scenic shots from their seven global locations, Anomaly is worth a follow. 

 

12) Martin Agency: @martinagency

You've seen Martin Agency's impressive work for Geico, Chevrolet, and Oreos, but you probably didn't know they have an affinity for flannel shirts and a love of street art. Martin Agency's Instagram is an intimate look at how employees at one of the world's most influential agencies work day-to-day.

 

13) Salted Stone: @saltedstone

This agency's Instagram following may be small in comparison to some of the other accounts features here, but the quality of their content speaks for itself. Salted Stone, a California-based digital agency, uses Instagram to share behind-the-scenes peeks at their latest projects, industry events (like INBOUND), and favorite lunch spots.

 

14) Talk Shop Media: @talkshopmedia

No, your eyes don't deceive you -- that's really Prince William and the Duchess of Cambridge chowing down on some treats from one of Talk Shop Media's clients. This digital marketing agency specializes in influencer relations, and their Instagram is like having a free pass to all the coolest events.

 

15) Goodby Silverstein & Partners: @goodby_silverstein

Margaret Johnson, chief creative officer at Goodby Silverstein & Partners, was recently honored on Business Insider's 30 Most Creative People in Advertising list. Her agency's Instagram account gives followers the opportunity to see how Johnson and her team produce major global campaigns.

 

16) RPA Advertising: @rpa_advertising

RPA Advertising's Instagram account makes the daily office grind look pretty darn fun. The Santa Monica-based agency recently hosted a summer concert series, and -- based on their feed -- they keep the office kitchen stocked with plenty of healthy snacks.

 

Partial eclipse, full party out here in Santa Monica. πŸ“·: @jackieebird

A post shared by RPA Advertising (@rpa_advertising) on Aug 21, 2017 at 12:46pm PDT

 

17) Colle + McVoy: @collemcvoy

Dogs and design? Count us in. Colle + McVoy's Instagram account puts the spotlight on their design work and company culture.

 

Just taking a few notes at a very important meeting. #agencylife #dogsofinstgram #dogstagram

A post shared by Colle McVoy (@collemcvoy) on Mar 17, 2017 at 8:20am PDT

 

18) hzdg: @hzdg

hzdg's Instagram account is a veritable treasure trove of design inspiration, ranging from their own work to the work of designers and artists their team admires. They even recently took followers on a virtual tour of the world's most colorful places.

 

Monday mood, via @splendid_rags. #orange

A post shared by @hzdg on Aug 15, 2016 at 5:53am PDT

 

19) Social Distillery: @socialdistillery

Social Distillery is an Austin, Texas-based social media agency specializing in digital communications and consumer engagement. They might be a relatively small agency, but their Instagram account makes a big impression with snapshots of their energetic team and latest work.

 

In no particular order, of course. Happy #EmployeeAppreciationDay from our office to yours!

A post shared by Social Distillery (@socialdistillery) on Mar 3, 2017 at 7:17am PST

 

20) st8mnt: @st8mnt

Last but certainly not least is st8mt, a Nashville-based branding agency that boasts powerful design chops and a laid-back company culture. Their Instagram is full of their recent work and company events. You could say it really makes, well, a statement

 

We're really on top of things today. πŸ•΄πŸ½

A post shared by ST8MNT (@st8mnt) on Aug 1, 2017 at 2:16pm PDT

How does your agency use Instagram? Share your account with us in the comments.

social-media-kit

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What Makes People Distrust Your Business? [Infographic]

Here's the thing: Many, many businesses are perfectly trustworthy -- including yours, we hope. 

But in a world of events like headline-making data breaches, how do you get customers to see you that way?

Let's have a look at microbusinesses as a starting point. While most of them don't account for major, household names, according to Paychex, they comprise over 75% of private-sector employers in the U.S. -- and more than one in every 10 U.S. jobs. In other words: These small-to-midsize businesses are, if you'll excuse the schmaltz, at the very core of a major economy.

But the term "bootstrapping" is used so frequently within their world for a reason. When microbusinesses are first starting out, and if they maintain smaller teams, resources can be limited. There might not be a major PR firm to construct professional messaging, for example -- the messaging that screams, "We are a trustworthy brand!"

In that case, how do these businesses build trust among their target audiences -- and what gets in the way of it?

These infographics from Paychex tell a very interesting story and incorporate easy-to-digest data from its survey of over 1,000 relevant customers to gain insight on the above questions. Have a look to discover that story, and see how you can apply it to your own business efforts.

microbusiness_7-compressor.png
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microbusiness_2-compressor http://bit.ly/2luldGc

How to Use Autoplay Video in Your Pinterest Ads

Do you advertise on Pinterest? Wondering how to add video to your promoted pins? Autoplay video pins aren’t yet commonly used so adding them to your Pinterest marketing now will help you stand out in a sea of still images. In this article, you’ll discover how to create promoted video pins that autoplay on Pinterest. [...]

This post How to Use Autoplay Video in Your Pinterest Ads first appeared on .
- Your Guide to the Social Media Jungle

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Monday, October 30, 2017

How to Write Absolutely Addictive Articles

This is a longer article.

If you’re feeling noncommittal at the moment, don’t read it. Save it. Bookmark this page for later, when you have more time.

You’ll be glad you did, especially if your goal is to write articles of your own. Articles that lure readers in slowly, carefully, inching them down the page, sentence by sentence, until the words run out. Articles people can’t stop reading.

Joe Sugarman wrote articles like this. In fact, he was behind some of the most addictive and profitable articles ever created. Except he called them “print ads.”

Meet Joe.

In 1986, Joe Sugarman, a direct response copywriter, wrote a print ad for BluBlocker Sunglasses. The ad helped an iconic brand take root. It also made him rich:

 

 

He distributed his ad the old-fashioned way, in the mail, asking readers to call in with their credit cards. The response was enormous. The glasses sold out in a day. And he did this again and again with an assortment of products: calculators and speakers, smoke detectors and thermostats, even jets and mansions.

His success stemmed from his ability to keep people reading.

Sugarman knew that prospects who finished an ad were far more likely to buy the product than those who only read the beginning. So he used every engagement tactic he knew to keep people glued to the page, addicted.

How to Write Addictive Articles

Towards the end of his career, Sugarman started divulging his copywriting secrets in expensive seminars. To communicate his vast knowledge, he organized it into axioms.

Some of his axioms are philosophical truths, intended to help business owners arrive at a unique selling angle:

  • “Never sell a product or service. Always sell a concept.”
  • “Selling a cure is a lot easier than selling a preventative.”
  • “When trying to solve problems, don’t assume constraints that aren’t really there.”

Others are more practical tips, intended to help copywriters keep readers engaged throughout the entire ad. I've transcribed these engagement tips below, along with some context that’ll help you apply Sugarman’s proven wisdom to your next article.

1) “The sole purpose of the first sentence in an advertisement is to get you to read the second sentence.”

The Law of Inertia also applies to copy. Conventional wisdom says that the more time you spend reading something, anything, the more likely you are to finish it. An engaged reader is like a train, hard to stop.

But trains are also slow to start, meaning the copy has to create a big upfront push.

Your first sentence is your article’s most important. If it fails to engage the reader, then you’ve lost everything that matters.

TAKEAWAY: Addictive articles open with a compelling sentence.

How to Craft Your First Sentence

Your article’s first sentence doesn’t need to have anything to do with the topic. It only needs to capture attention, like a gunshot. To do so, make your opening sentence:

  • Brief: “If you look at many of my ads, you’ll notice that all of my first sentences are so short they almost aren’t sentences,” writes Sugarman. “No long multisyllabic words, either. Keep it short, sweet and almost incomplete so that the reader has to read the next sentence.
  • Spoken: Dialogue implies present action, which is compelling.
  • Coy, obscure, or unsettling: If your first line draws a question, incites curiosity, or creeps out the reader, there’s a good chance he or she will move on to the next line.

2) “Every communication should be a personal one, from the writer to the recipient, regardless of the medium used.”

Why should something written for the masses read like a personal message? Because people crave connection. It’s a basic human need, even in writing. Readers want to feel like they know the person behind the words.

Personal copy tears down barriers, giving an individual reader the impression that the article was written solely for her consumption, her benefit, which is engaging on its face.

TAKEAWAY: Addictive articles sound conversational, like an email from a friend.

How to Write Conversationally

Here’s some practical advice:

  • Use active voice because it’s easy to read.
  • Use white space because it commands the reader’s attention.
  • Use contractions because they make copy sound informal, light.
  • Use simple words because nobody is impressed by your vocabulary.
  • Use second person because you want to make the reader feel included.

Also, when writing an article, don’t visualize your audience as a nondescript crowd of people. Instead, when you write, imagine a single person in that crowd, your Ideal Reader. Give her a name, an age, and an occupation. Give her eyes, a nose, and hair. Maybe she looks like someone you know and care about? Imagine her face as she reads your work.

Now write to her. She is the crowd.

As the saying goes, Never write for anyone, always write for someone.

3) “Get the reader to say yes and harmonize with your accurate and truthful statements while reading your copy.”

As a teenager, I sold magazine subscriptions door-to-door. At first it was hard and I was unsuccessful. Then I picked up a trick. I started getting the prospect to agree with me:

“Good afternoon,” I said. “I’m Eddie. Nice day out, huh?”

“It is,” said the prospect. “How can I help you?”

“Of course,” I said. “Let me ask, do you read magazines?”

“Yes.”

“Have one in the house?”

“Sure, I do.”

“Did you, by chance, buy it off the shelf, individually?”

“I did, actually,” said the prospect.

“I bet it cost about six bucks, right?”

“Yeah.”

“Well I can sell you TWELVE issues of the same magazine for less than twenty bucks,” I said. “If you sign right now, I’ll throw in a free tote bag so you can bring all your magazines to the beach.” Then I’d smile.

Sure, lots of people still declined: “No thanks, kid.”

But lots of people also smiled back and took my pen: “Hell, why not? If I don’t I’ll end up spending full price on the next issue!”

This technique is called harmonizing. It warms the prospect up, getting him or her in the mood to buy. It’s a manufactured feeling -- and it works as well on the page as it does in person. In other words, harmonizing with your readers will warm them up, getting them in the mood to read.

TAKEAWAY: Addictive articles keep readers nodding.

How to Keep Readers Harmonized with Your Message

People nod at statements they perceive to be:

  • True: something accurate, like a fact.
  • Interesting: something captivating, like a story.
  • Informative: something valuable, like instructions.

That said, the better you understand your Ideal Reader, the easier it is to harmonize her with honest, interesting, or informative copy. So do your research. Know your audience like you know yourself.

4) “Keep the copy interesting and the reader interested through the power of curiosity.”

Most copy goes through ebbs and flows of engagement. Some parts you can’t read fast enough while others slow you down to a crawl. This is normal. Even so, it’s why so many people abandon what they’re reading. The thrill dissipates and they get bored.

Boredom kills copy. But that's OK because there's an antidote: curiosity. The trick is knowing how to plant it …

TAKEAWAY: Addictive articles use ‘seeds of curiosity.’

How to Plant These Seeds

“One way to increase readership is by applying a theory I call ‘seeds of curiosity,’” writes Sugarman. “It goes like this. At the end of a paragraph, I will often put a very short sentence that offers some reason for the reader to read the next paragraph.”

For example:

  • “So read on …”
  • “Let me explain …”
  • “But there’s more …”
  • “But I didn’t stop there …”
  • “Now here comes the good part …”

These phrases nudge the reader forward, subconsciously, through the sludge. It’s a neat trick, but nothing drives engagement like this next concept …

5) “The ideas presented in your copy should flow in a logical fashion, anticipating your prospect’s questions and answering them as if the questions were asked face-to-face.”

While direct response copywriters can sell many people at once, they can’t always be there to answer questions. When you’re face-to-face or on the phone, you can field questions as they come up. That’s an advantage salespeople have over copywriters.

“Since we copywriters do not have the benefit of having the prospect in front of us to ask the questions,” writes Sugarman, “we must craft our ads in such a manner that they literally lead our prospects to ask the question we want to answer.”

TAKEAWAY: Addictive articles stay a step ahead of the audience.

How to Anticipate What Your Readers are Thinking

This process breaks down into two steps:

  1. Write your article’s headline.
  2. Based on the headline, anticipate and answer your Ideal Reader’s questions.

Let’s use this article as an example:

  1. Headline: How to Write Addictive Articles
  2. Q1: “Sounds up my alley, but do I really want to read this whole thing?”
    A1: “Maybe not this minute, but you should at some point.”

    Q2: “Why?”
    A2: “Because it’ll teach you how to write articles like Joe Sugarman.”

    Q3: “Joe who?”
    A3: “He’s one of the best direct response copywriters ever.”

    Q4: “Oh yeh? What makes him so good?”
    A4: “Well, he’s got these axioms …”

Sound familiar? This process will help you develop your article’s outline, too.

6) “In the editing process, you refine your copy to express exactly what you want to express with the fewest words.”

I spent a long time editing this piece. In fact, you wouldn’t believe how much time I invested in its post-production. But I did, in part because I like the work. I like tinkering with the words, cutting and shifting them, experimenting until the language clicks. I get lost in it, but I digress.

The real value of editing is evident in the final product: a clear, concise, and hopefully, addictive article for the reader.

“This axiom holds one of the most valuable secrets to effective and persuasive copy,” writes Sugarman, “for it is in the editing process that you turn that raw emotional outpouring of thoughts and ideas into a polished, harmonious, resonant tuning fork that will vibrate perfectly with your prospect.”

TAKEAWAY: Addictive articles are concise.

How to Trim the Fat

Here’s a quick blurb about the benefits of shorter copy:

The truth is that in copywriting, less is more. Why? Think of it this way: copy with fewer words will get read more because the length is less intimidating to readers. It also enables readers to finish the copy much faster.

Now here’s that same message, trimmed up:

In copywriting, less is more. Not only is shorter copy less intimidating, but readers will finish it faster, too.

Same message, half the words. Here’s how I did it:

  • By combining sentences: you can save a few words this way.
  • By removing needless words: you can omit most of the adverbs.
  • By seeking out “that” instances: you can often omit everything up to and including the word “that” in the beginning of a sentence.

Now imagine if you halved the word count of an entire article: same message, delivered twice as fast. Now that’s valuable to both the reader and the author.

Here’s the Bottom Line

“Your reader should be so compelled to read your copy,” writes Sugarman, “that they cannot stop reading until they read all of it as if sliding down a slippery slide.”

If you read this article, you already know how to achieve this.

Now it’s a matter of practice, effort. Start soon.

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10 of the Best Ads from October: Spooky Retargeting, Amazon Reviews, and a Lost Panda

I'm obsessed with fall and I don't care who knows it. Give me a deliciously divisive seasonal latte, a freshly fallen leaves scented-candle, and ask Alexa to turn up the "Spooky Sounds," because fall is here and I am here for it.

Brands also love fall. It gives them the chance to use all those skeleton puns they've been eagerly saving up (I would make a skeleton joke here, but you wouldn't find it very humerus.), and send us lots of emails with "More treats less tricks!" in the subject line.

This month's ad round-up isn't all spooky and pumpkin-based (for the sake of your sanity), but it does feature some clever spins on traditional Halloween marketing, as well as some creative print ads and tear-jerkers. Read on to see what made the cut.

10 of the Best Ads from October

1) Svedka

If you're a consumer in 2017 with internet access, you've probably been haunted by the ghost of a late night online window shopping spree. But instead of a regular old revenge-seeking ghost, this particular brand of haunting comes in the form of targeted ads. Spooky.

In a valiant seasonal attempt to transform targeted ads into more of a treat than a trick, Svedka Vodka teamed up with the folks at Toronto-based agency Bensimon Byrne to unleash a spooky curse on vodka devotes. Lured by the promise of seasonal cocktail recipes, those who dared to click were actually shown the video below:

 

2) Common Sense Media

There have been plenty of cautionary articles and ads warning that our phones are turning us into zombies with rapidly declining attention spans, but none of those had Will Ferrel in them. To highlight the havoc our favorite devices can wreak on family time -- especially family dinners -- Common Sense Media enlisted Goodby Silverstein & Partners to create a funny series of PSAs featuring the comedian as a phone-addicted dad.

 

3) Mars

Trick-or-treat anticipation typically leads candy companies to up their ad budgets with some pretty formulaic, chocolately close-ups, but Mars decided to think outside of the jack-o-lantern (sorry) with a series of satisfyingly weird short films.

In the spot for Skittles below, Floor 9.5, director Toby Meakins and writer Simon Allen built the creepy short around the concept of being followed from the front.

 

4) Bud Light

To introduce American BBQ-favorite Budlight to UK consumers, Anheuser-Busch InBev created the ultimate millennial lifestyle ad -- with a refreshing twist of self-awareness. The SNL-esque parody features every trope we've come to expect from beverage ads, plus some absurd add-ins sprinkled in for good measure, like a pet rabbit and a bearded guy in a Bud Light-branded kimono.

 

5) La Cimade

In these simple, stunning ads from French human rights organization La Cimade, the struggle of refugees to survive is strikingly juxtaposed with Olympic athletes' drive to win. The series of ads, created and directed by Josiane Paris' Valentin Guiod and adam&eveDDB London’s Min-Hyung Choi, were developed after Paris won the bid for the 2024 Olympics. The goal was to raise awareness of the ongoing refugee crisis, and remind the French people that preparing for the Olympics is hardly the biggest challenge they currently face.

 

6) Tile

In their debut ad campaign, Tile offers an emotional (and adorable) take on the true value of their Bluetooth tracking system. In the spot, a bedraggled and clearly beloved stuffed panda toy wanders the streets, seeking out his lost owner. After a long and melancholy journey, Tile's tracking system saves the day (of course). The charming campaign was produced by Deutsch and Smuggler director Mark Molloy.

 

7) Kansas City

In a unique effort to pitch Kansas City, MO as the location for Amazon's second HQ, the mayor of Kansas City, Sly James, purchased and reviewed over 1,000 Amazon products. The hilarious stunt was orchestrated by Kansas City-based agency Barkley, with help from the Mayor's own communications team. Whether or not it helps Kansas City make their case to Amazon, the spot was undoubtedly a quirkly way to set the city apart from the pack.

 

8) L.L.Bean

To promote their new brand facelift and "Be an outsider" tagline, Maine-based retailer L.L.Bean worked with The VIA Agency to develop a campaign that encouraged people to go outside -- literally. They took out a full-page ad in the New York Times that could only be viewed in outdoor sunlight, thanks to some very special ink.


Image via: Adweek

 

9) KLM Royal Dutch Airlines

Flying coach or economy class is effective and cost-efficient, but we all know it's a far cry from luxurious. To coax travelers over to the more comfortable (read: expensive) side of air travel, KLM Royal Dutch Airlines distributed VR headsets to economy class airline passengers. The virtual reality experience gave passengers the opportunity to see how their flight could have been on a KLM plane.

 

10) eir

Irish telecom company eir pulled a delightfully oddball stunt to illustrate their "no more black spots" promise to mobile users. With help from agency Rothco, they replaced every single dot in an issue of The Daily Mail Magazine with a brightly colored dot.


Image via: Adweek

 

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How to Create and Analyze Instagram Stories for Business Accounts

Looking for ways to market your business with your Instagram business account? Are you aware of the unique advantages businesses have with Instagram Stories? In this article, you’ll discover how to create, use, and analyze Instagram stories using a business account. Why Use Instagram Stories? If you’re already publishing photos and videos on Instagram, you [...]

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- Your Guide to the Social Media Jungle

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Saturday, October 28, 2017

Instagram Live With Friends, Facebook Live Video Producer, Snapchat External Link Sharing

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Michael Stelzner, we explore Instagram Live with Friends with Jeff Sieh, Facebook Live Video Producer with Luria Petrucci, [...]

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Friday, October 27, 2017

Here's Your Go-To Social Media Image Size Cheat Sheet [Bookmarkable]

When you're selecting cover photos, shared images, and other social media assets, knowing the basic image dimensions might not cut it.

What if you want to make sure a certain part of your cover photo isn't obstructed by your profile photo? And what's the difference between shared link thumbnails, or in-stream photos -- are the dimensions different for those?

As it turns out, sizing images correctly for social media is no simple task. Even just for Facebook marketing, photo dimensions vary according to where and how it's shared -- from cover photos, to timeline images, to profile pictures.

But if you're looking for a detailed guide on social media image sizes, you're in luck -- this infographic from Spredfast has you covered. It's a valuable resource to keep on-hand for the next time you're designing or selecting visual content for your social channels. And for quicker reference, scroll down to see a written list of essential social media image dimensions.

So, without further ado -- let's get visual.


hubspot-social-image-size-guide.jpg

Social Media Image Sizes: Quick Reference

All dimensions below are in pixels, width x height.

Facebook

With 2 billion daily active users, Facebook continues to outpace other social media channels. The images you use here are crucial -- choosing a lower-quality one can make or break your engagement. Pro tip: The way images display on your own timeline might look different.
  • Cover image: 828 x 315
  • Profile image: ≥180 x 180
  • Shared image: 1200 x 900
  • Shared link preview image: 1200 x 628

Twitter

Twitter, meanwhile, is often the social network of choice for users to talk about you. It's where customers ask questions, leave praise, and request help. But, the format and display have changed several times in the course of its history, so here are the image dimensions you need to know.
  • Header image: 1500 x 500
  • Profile image: 400 x 400
  • Timeline image: 506 x 253

Google+

Don't be fooled: Google+ is still an important place for brands to maintain a consistent presence, even if you think it might not get as much attention as other social media channels. The last thing you want to do is to have users stumble upon your profile there, only to find months (or more) of radio silence and distorted visual content. Plus, remember: Where there's Google+, there is Google, indicating a connection to the search giant itself. Here's how to visually optimize that presence.
  • Profile image: 250 x 250
  • Cover image: 1080 x 608
  • Shared image: 506 pixels wide
  • Shared video: ≥506 x 284
  • Shared link image thumbnail: 150 x 150

Instagram

Given that Instagram's bread-and-butter is visual content, you'll want your presence on this channel to match that foundation, especially in terms of quality. And with over 700 million daily active users, you'll want to look your best. Here are the dimensions that can help.
  • Profile image: 110 x 110
  • Image thumbnail: 161 x 161
  • Shared images: 1080 x 1080
  • Shared videos: 1080 pixels wide

Pinterest Image Sizes

Here's a fun fact: 90% of content posted on Pinterest consists of external links. For that reason, it's worthwhile to leverage Pinterest for referral traffic -- but it still has to catch your audience's eyes. Here are the dimensions to make sure your Pinterest presence maintains visual quality.
  • Profile image: 180 x 180
  • Board cover image: 214 x 100
  • Pin preview: 238 pixels wide

LinkedIn

Love it or hate it, LinkedIn is the social channel for digital professional networking. And depending on your industry, it can still be a good vehicle for traffic and discovery, especially within the B2B sector. Plus, if you're using it for recruiting purposes, it's important to present well on a job that several people use for research on job listings, as well as employer culture, location, and more.
  • Banner image: 1850 x 200
  • Profile image: 400 x 400
  • Cover image: 1536 x 768
  • Shared image: 350 pixels wide
  • Shared link preview: 180 x 110
  • Logo image: 400 x 400

YouTube

Here's another network where visual content reigns supreme -- not to mention, one with more than one billion users. Make sure your own visual assets match that underlying purpose and philosophy -- not just with the videos you share on there, but with the profile presence you maintain.
  • Channel cover images: Varies by viewing platform
  • Channel icon: 800 x 800
  • Video thumbnail: 1280 x 720

Tumblr

Tumblr has been called many things: a blogging platform, a social network, and a content-sharing center where marketers and consumers alike can, well, share whatever they want. And with 372.5 million blogs currently registered on the site, you've got company -- so shape up and make sure your visuals fit the right dimensions.
  • Profile image: 128 x 128
  • Image post: 500 x 750 | 1280 x 1920 maximum

Snapchat

At long last, we arrive at Snapchat: yet another social media channel known primarily for its visual assets. When it comes to using this network for marketing purposes, dimensions are fairly uniform, whether you're simply looking to use a geofilter, or you're hoping to share an ad or sponsored lens.
  • Geofilters, ads, and lenses: 1080 x 1920
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It Is About Time: The Journey, Episode 3

The Journey, a Social Media Examiner production, is an episodic video documentary that shows you what really happens inside a growing business. //www.youtube.com/watch?v=BijVCgXu5C0 Watch The Journey: Episode 3 Episode 3 of The Journey reveals what many will see as an impossible goal pursued by Michael Stelzner, founder of Social Media Examiner. Mike makes time for [...]

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- Your Guide to the Social Media Jungle

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We Analyzed HubSpot's 39 Most-Shared Posts in 2017. Here's What We Found.

First and foremost, I need to give credit where credit is due.

The idea for this post spawned from Steve Rayson’s incredibly interesting and well-researched post, "We Analyzed 100 Million Headlines. Here’s What We Learned."

Yes -- I even borrowed the headline structure.

But if you haven’t read Steve’s post, I suggest doing so immediately. It offers excellent insights and data points on not only headlines and their importance, but also, on content marketing and social media in general.

In addition to all the valuable and actionable information about headlines, I was struck by how much we can learn from analyzing chunks of data like this. Couple this new zeal for writing a data-backed piece with our goal of getting published on the HubSpot Marketing Blog, and here we are: analyzing the 39 most-shared HubSpot Blog posts over the last year, and sharing what we found.

Couple that new zeal for writing a data-backed piece with our goal of getting published on the HubSpot Marketing Blog, and here we are. Over the past year, my team at WSI analyzed HubSpot's 39 most-shared blog posts -- and now, I'm sharing what we found.

What We Learned From the HubSpot Blog's Most-Shared Posts in 2017

Marketing Reigns Supreme

As many consumers of HubSpot content know, the company separates its blog into three main categories: marketing, sales, and customer success.

It’s probably no surprise, but of HubSpot’s 39 most-shared posts of the last year, 38 of them come from within the marketing category. A single post from the sales blog made it onto the list, coming in as the 13th-most-shared HubSpot blog post in the last 12 months. 

The folks at HubSpot likely already know this about their blog. Readers and potential customers, in turn, learn that at HubSpot's core is the concept of inbound marketing -- and the Marketing Blog serves as a go-to resource for this type of information.

The takeaway here for businesses, agencies, and marketers is to become acutely aware of which content your audience is most interested in reading. Which type of content and topics does this audience engage with and share the most? If you don’t know, find out. Then, create more of that goodness.

Numbers, and Years, and Words ... Oh, My

If you thought I was going to link and talk about Rayson’s excellent post on headlines -- and not discuss headlines -- you were way off.

Source: Tenor

At WSI, we analyzed a much smaller dataset than Rayson did, but still got some fascinating results -- specifically, around certain attributes.

39Most-Shared_Chart1.png

Those attributes include numbers, years, and total words -- as evidenced by the above section header. Of the 39 posts in question, just under half contained a number in the headline. Seventeen posts had nine words or fewer in the headline, and 11 used a year. 

The longtail: It lives.

Perhaps more telling, however, is the fact that only seven posts had none of these characteristics. Here’s the breakdown:

39Most-Shared_Chart2.png

As you can see from the chart above, out of the 39 most-shared HubSpot blog posts of the year, very few contained no year or number, and had more than nine words in their headline. Fourteen posts included at least one of the headline attributes -- a number, a year, or fewer than nine words in their respective headlines. And, 18 out of the 39 most shared blog post headlines combine at least two of these three headline attributes.

Want to see similar results? Consider crafting post headlines with numbers, years and fewer than nine words. Have a look at the title of this blog -- you might notice that we included two out of the three.

The Infographic Lives

Perhaps you've heard rumors that infographics are dead. Whether it’s because they’ve been overdone or have just lost their luster, we've personally noticed that people seem to love talking about the downfall of the infographic.

But based on our analysis of HubSpot’s 39 most-shared posts of the year, I think the rumors of the infographic’s demise are greatly exaggerated. 

Here’s my proof: 13 of the top 39 most-shared HubSpot posts -- just over 33% -- included infographics. I don’t know about you, but to me, it sounds like readers still like to digest facts and data via infographic format ... and share them, too.

Specifically, if you have plans to include guest blogs on your site, try to target those who are offering infographics, as many of the ones published on HubSpot blogs are from third parties.

In the End ...

I hope you take away at least two things after reading this post.

1) Actionable Insights

After analyzing HubSpot’s most-shared blog posts, we were able to determine some common elements that you can leverage within your blogging strategy, to help make a difference in shares and engagement. Hopefully, the process of reviewing HubSpot’s 39 most-shared posts of the year has shown you what works well on an industry-leading blog, and how you can find out what’s working on your blog, too. And, seeing as blog.hubspot.com has 4.5 million monthly views, we'd like to think this outlet leads by example.

2) Inspiration

Second, I hope you feel motivated to create a similar analysis, and a blog post based on the results. When creating this post, we saw how much can be learned from some research and graphs.

Using BuzzSumo, for example -- which we've used on the WSI blog before -- to gather the social share and engagement data, and Canva to make the charts, you, too, can share some actionable best practices with your fellow marketers.

Make no mistake: I'm not saying it’s easy to put a post like this together. But, it’s not as daunting as it might seem.

If there are any other patterns or trends you’ve noticed that can make a blog post more engaging, feel free reach out to WSI on Twitter or Facebook -- we’d love to hear about it.

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How Social Media Has Evolved and Where It Is Headed

Want to prepare for emerging social technologies and marketing tactics? Wondering how to reach your audience as algorithms change? To explore the past, present, and future of social media marketing, I interview Brian Solis. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed [...]

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- Your Guide to the Social Media Jungle

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Thursday, October 26, 2017

How to Tell if Your Facebook Campaign Was Actually Worth It

As of March 2017, Facebook had 1.28 billion active users each day, and over 85% of those users were outside of the U.S. and Canada.

With such a large portion of the world using Facebook, marketers everywhere know Facebook is an ideal place to reach and engage new audiences.

You’ve probably heard these stats before. After all, Facebook is a no-brainer for marketers. And if you’re trying to reach new audiences, you probably know paying for Facebook Ads is a great way to do that.

That said, knowing a channel is effective is far different from creating an effective ads strategy for your unique brand. With more and more marketers advertising on Facebook each quarter, its harder than ever to build a strategy that will stand out from your competitors and generate the return on investment (ROI) your brand needs.

But if you’re ready to start putting budget behind your Facebook advertising strategy, it’s important to fully understand how your ads efforts affect your business’ bottom line. Otherwise, how else do you justify your ad spend?

Fortunately, with help from Socialbakers, a global leader in social media marketing analytics, we put together a data-packed report and how-to guide to help you build a better Facebook Ads strategy, benchmark your success, and improve the ROI of your ad spend.

First, we’ll teach you how to calculate your paid social ROI so you can benchmark your ad spend against your industry and region. Then, use your calculations and compare them to the benchmarks in the full ebook. We’ll also help you create a strategy for your Facebook ad campaigns along the way.

Ready to set a killer Facebook ads strategy and get the latest industry data on social ROI? Get the full-length guide now.

How do you begin measuring social media ROI?

Why measure your ad spend ROI? It’s pretty simple. If you want your ads to make an impact on the rest of your marketing funnel, you have to measure what it’s driving and how much of a return you’re getting, which will ultimately frame where marketing dollars are best spent for future campaigns that drive the best results, leads, conversions, customers, etc.

Let’s look at an example. Say your cost of customer acquisition (CAC) is typically $100 per customer. Your boss wants you to run a Facebook ad campaign to generate new customers and gives you a budget of $1000. You run your first campaign and generate eight new customers from it. Was it worth it or not?

How to Measure ROI:

Measuring return on investment is pretty simple. You simply take the amount you spent (cost) and divide it by your returns*.

*The “returns” you’re measuring will vary based on your ad objective type. If your goal is to generate more leads, you divide your costs by the number of leads you generate. The same is true for customer acquisition ads, app install ads, website clicks, etc.

Screenshot 2017-10-16 18.01.48.png

 

In the above example, you’d take the amount you spent ($1000) and divide it by the number of new customers your generated (8). That would mean you acquired eight new customers at a cost of $125 per new customer. If your boss tells you your typical CAC is $100 per customer, you know that the return you got from that ad campaign is higher than your typical CAC.

ROI = Total amount of the investment / total return

If your ad campaigns are generating a lower return on investment than other strategies, it likely means you need to optimize your strategy to lower your costs. You can do this in a number of ways, like optimizing your ad copy or focusing your targeting strategy. Get more tips in this full-length ebook.

The example we just used assumed that you already know a benchmark to compare your campaign results to. But what happens if you don’t already have that information?

In this Facebook Ads Optimization ebook, we have brand new data that details typical ad spend by campaign type and region to give you a starting point for benchmarking the success of your ad campaigns.

Ready to get started? Download the ebook, “How to Use Data to Optimize Your Facebook Strategy” now.

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