TLDR MarketingJune 5, 2024

TLDR MARKETING 2024-06-05

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01NEWS & TRENDS

REPORT: PINTEREST DRIVES MORE ‘TOTAL ATTENTION' THAN OTHER APPS

Pinterest has published a new study that underlines the value of capturing both “Passive Attention” and “Active Attention” in ads, which can help drive more interest and action in response. Active Attention captures immediate focus, while Passive Attention reinforces messages subconsciously. Passive Attention techniques are more efficient and cost-effective, driving 6.7X more attentive seconds per dollar spent compared to Active strategies. Ads that produce stronger emotional responses can amplify attention by 50%. Ads with a high concentration of happiness and surprise drive more total attentive seconds than ads with a low concentration of happiness and surprise. Pinterest excels in Total Attention (Active + Passive), generating 170% more Total Attention and 7.3X more Passive Attention than other platforms.

business.pinterest.com4 min read

QUEER INFLUENCERS ARE FEELING THE PRIDE MARKETING SQUEEZE

Pride has been the biggest month of the year for brand sponsorships for many queer influencers. However, this year, these influencers are seeing much fewer opportunities as brands' appetites for Pride marketing have weakened amid widespread pressure from anti-LGBTQ+ groups. Some brands are retooling how they engage with the LGBTQ+ community, which may mean investing in queer-identifying communities year-round as opposed to just during Pride month.

modernretail.co5 min read

02STRATEGIES & TACTICS

THE POST-PURCHASE EMAIL NO ONE IS SENDING: THE PRODUCT ACTIVATION EMAIL

Brands should send a follow-up email a couple of weeks after a customer's purchase asking if they're satisfied with the purchase, then make a segment of those who are satisfied and those who aren't and trigger a plain-text customer support email for dissatisfied customers. Unsatisfied customers can be excluded from emails, such as review requests. This strategy allows you to collect customer feedback, generate better reviews, drive product adoption, and turn negative experiences into positive ones.

linkedin.com2 min read

CASE STUDY: HOW REFRAMING A CHOICE BOOSTED PAID SUBSCRIPTIONS BY 19%

Mobbin, a mobile and web design reference library, originally showed a Free vs. Paid benefits comparison when Free users interacted with a paid feature. The team tested removing the Free column and instead focusing on the Paid plan, reframing the options as “Paid or skip”. This provided more space on the screen to add additional context about the Paid plan. The changes resulted in a 29% increase in visits to the pricing page (where users sign up for Paid) and a 19% increase in paid subscriptions.

conversion-rate-experts.com3 min read

HOW RIPPLING BOOSTED THEIR BLOG TRAFFIC BY 10X IN ONE YEAR

Rippling, an HR and finance platform, increased its blog traffic from 2,380 to nearly 30,000 monthly visitors in one year by focusing on geo-specific keywords and producing targeted content. Its team conducted thorough keyword research to identify location-based terms that potential customers were searching for, then created hundreds of blog posts optimized for these keywords. The advantages of this strategy include providing highly relevant content to users, low competition, and higher conversion. The downsides are that the content has limited reach, is resource-intensive to produce, and requires frequent updates.

foundationinc.co6 min read

03RESOURCES & TOOLS

CHAMAILEON

Chamaileon is an email builder platform for brands that have outgrown basic email builders but don't have the budget for enterprise platforms. It has a no-code drag-and-drop builder and a built-in design system. Chamaileon integrates with over 20 ESPs.

links.tldrnewsletter.comTool

SNACKABLE COPY TIPS

This website contains a library of copywriting tips for anyone looking to jazz up their value prop and voice on their website. It shares copywriting techniques, headline formulas, and explains cognitive biases that influence buyer decisions. A membership plan is required to access the full library.

snackablecopytips.comTool

04MISCELLANEOUS

IKEA BUILDS EMPLOYER BRAND IN ROBLOX TO ATTRACT ‘NEW GENERATION' OF WORKERS

Ikea is leveraging Roblox to attract a new generation of workers by launching a virtual store as part of its ‘Careers Done Different' campaign. This initiative invites Roblox players to apply for paid positions at Ikea's in-game store, offering a fun way to explore career opportunities at Ikea. The campaign will be integrated across social media and in-store activities, featuring elements like ‘pixelated furniture' to draw interest. The virtual store opens on June 24.

marketingweek.com2 min read

4 PERFORMANCE MAX SEGMENTATION STRATEGIES AND HOW TO LEVERAGE THEM

The pros and cons of 4 different PMax segmentation strategies. High margin segmentation, which separates top products from the long-tail, is common but is usually driven by bad assumptions. Product type segmentation groups similar products together, which can be effective if the grouping is done right. Brand and non-brand segmentation is sometimes effective, but often solves a problem that doesn't exist. Customer segmentation based on nCAC/LTV often has significant errors due to its complexity and can ultimately squeeze margins. Regardless of which segmentation strategy is used, every PMax account should have Zombie SKU campaigns, which include products that have low historical volume, and a Catch-all, which helps ensure you aren't missing anything in your build.

searchengineland.com7 min read

HOW TO FIND PRODUCT-MARKET FIT: 5 STRATEGIES FOR WEB3

Product-market fit is defined as the alignment of a product's value with customer needs. It's important to design network effects from the start and use tokens to create self-reinforcing incentives, enhancing the product's value as more people use it. Engaging with early adopters or “smart” users is also crucial, as these users help shape the product roadmap. Identify and reward genuine power users to build a strong community. Investing in developers through token grants can also drive growth.

a16zcrypto.com10 min read