Emails in holiday season 📫, Buying triggers 🛒, Creating marketing personas 🎭
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<div style="display:none; font-size:0px; line-height:0px; max-height:0px; max-width:0px; opacity:0; overflow:hidden; visibility:hidden; mso-hide:all;">Email timing is everything during the holidays </div>
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<h3><strong>TLDR Marketing <span id="date">2023-11-20</span></strong></h3>
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<span>
<a href="https://www.litmus.com/blog/holiday-email-insights">
<span>
<strong>How Does Email Engagement Change During the Holiday Season? (6 minute read)</strong>
</span>
</a>
<br>
<br>
<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
Email timing is everything during the holidays. Shoppers make their purchases on mobile devices more often and are less engaged with emails during the holidays compared to regular days. 7 PM is the sweet spot for evening email sends, while lunchtime sends are ideal for Black Friday, Cyber Monday, and Green Monday as they fall on workdays.
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<a href="https://www.marketingdive.com/news/gen-z-tiktok-usage-plateaued-heres-what-numbers-say/700126/">
<span>
<strong>Teen TikTok usage plateaus—here’s what the numbers say (2 minute read)</strong>
</span>
</a>
<br>
<br>
<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
TikTok’s weekly usage among American teens has slightly decreased from 69% in 2022 to 68% in 2023, but it remains ahead of competitors, with YouTube trailing at 66%. Reels and Shorts are gaining popularity. Reels saw an 11-point year-on-year increase to 30% and Shorts jumped 6 points to 15%, posing a challenge to TikTok’s dominance in the short-form video space.
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<h3><strong>Strategies & Tactics</strong></h3>
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<span>
<a href="https://annhandley.com/how-to-write-sales-copy/">
<span>
<strong>How to write sales copy that doesn't sound like you're pitching on QVC (6 minute read)</strong>
</span>
</a>
<br>
<br>
<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
This article delves into best practices for sales copywriting. It advocates for empathetic, buyer-centric communication, discussing specific techniques like bullet points and consistent phrasing. It also emphasizes action words, voice mirroring, and focus on readability with whitespaces and a good flow.
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<a href="https://www.linkedin.com/posts/jacob-rushfinn_impulse-brain-training-onboarding-activity-7129875583701774336-Ri3I">
<span>
<strong>A Breakdown of Impulse’s App Onboarding (4 minute read)</strong>
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<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
Impulse is the #1 free app in the health and fitness category in the App Store. This post analyzes the app’s onboarding process by breaking down its price testing methods, messaging, push notifications, and prompts for user reviews.
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<a href="https://cxl.com/blog/improve-ecommerce-conversions-with-product-benefits-in-images/">
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<strong>Improve e-commerce conversions by featuring the product benefits in your image gallery (2 minute read)</strong>
</span>
</a>
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<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
A skincare e-commerce site increased conversion rate by 14%, and ROAS from 0.95 to 1.51 by including images that outline the product benefits in the image gallery. It changed its approach since it found that less than 50% of visitors viewed its product page beyond the first scroll, but most visitors scrolled through the product image gallery above the fold.
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<h3><strong>Resources & Tools</strong></h3>
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<a href="https://foundationinc.co/lab/marketing-persona-creation/">
<span>
<strong>The Ultimate Guide to Marketing Persona Creation (5 minute read)</strong>
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</a>
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<br>
<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
Audience research enables brands to zero in on key audience segments and improve their marketing. This guide includes a template for building marketing personas, which contains sections like psychographics, goals, and challenges. It also suggests tools to collect the necessary audience data.
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<a href="https://www.useletty.com/">
<span>
<strong>Letty: Write perfect emails faster with AI (Product)</strong>
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<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
Letty is designed to reduce the time you spend writing emails. The tool analyzes your emails and suggests contextually relevant replies. It adapts the tone to fit context, ensures grammatically polished emails, and offers diverse templates. The tool has a free and a paid tier.
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<div style="text-align: center;"><span style="font-size: 36px;">🎁</span></div>
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<div style="text-align: center;"><strong><h3>Miscellaneous</h3></strong></div>
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<span>
<a href="https://fronterablog.com/buying-triggers/">
<span>
<strong>Buying Triggers: How to Create Growth From Non-Obvious Demand (5 minute read)</strong>
</span>
</a>
<br>
<br>
<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
A buying trigger is a situation or event that makes someone willing to make a purchase. By identifying the context of when a person decides to purchase a product, brands can understand what matters to the customer at that moment and optimize marketing. Brands can also claim a non-obvious buying trigger for their product. For example, Kit Kat linked its product to taking a break, while Rolex connected its product to moments of accomplishment.
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<a href="https://twitter.com/gofishchris/status/1725499671462691215">
<span>
<strong>How Reddit grew organic traffic from 69M to 200M monthly sessions in 5 months (1 minute read)</strong>
</span>
</a>
<br>
<br>
<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
Reddit saw very little growth in organic traffic over the past 5 years despite the amount of user-generated content (UGC) on the platform. However, it has seen a huge increase and seemingly benefited from every core algorithm update in the past 5 months. This is likely part of a larger trend where Google is starting to favor more UGC and first-hand experience in SERPs.
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<div style="text-align: center;"><span style="font-size: 36px;">⚡</span></div>
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<h3><strong>Quick Links</strong></h3>
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<a href="https://www.upworthy.com/stanley-cup-car-fire">
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<strong>Free marketing turned into an act of kindness by Stanley (1 minute read)</strong>
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Stanley responded to a TikTok video showing how its Stanley Cup survived a car fire (and still had ice inside) by giving the original poster a new car.
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<a href="https://www.linkedin.com/feed/update/urn:li:activity:7131322781333377024/">
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<strong>How Steven Bartlett tests 100+ thumbnails before publishing a new podcast episode (1 minute read)</strong>
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Steven Barlett tests over 50 Facebook ads with YouTube thumbnails as ad creative before he posts a new episode for his Diary of a CEO podcast.
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<a href="https://www.linkedin.com/posts/oscarmackenzie_this-ad-is-genius-the-blind-taste-test-activity-7130517311282638850-4xHz">
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<strong>Liquid Death tweaks old ad for TikTok (1 minute read)</strong>
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<span style='font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;'>
Liquid Death is a master at tweaking high-performing organic creative to fit different platforms and objectives. The brand took an old long-form ad from a year ago and gave it a new lease of life as a TikTok video ad.
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Email timing is everything during the holidays
Sign Up [1]|Hire [2]|Advertise [3]|View Online [4]
TLDR
TLDR MARKETING 2023-11-20
📱
NEWS & TRENDS
HOW DOES EMAIL ENGAGEMENT CHANGE DURING THE HOLIDAY SEASON? (6 MINUTE
READ) [5]
Email timing is everything during the holidays. Shoppers make their
purchases on mobile devices more often and are less engaged with
emails during the holidays compared to regular days. 7 PM is the sweet
spot for evening email sends, while lunchtime sends are ideal for
Black Friday, Cyber Monday, and Green Monday as they fall on workdays.
TEEN TIKTOK USAGE PLATEAUS—HERE’S WHAT THE NUMBERS SAY (2 MINUTE
READ) [6]
TikTok’s weekly usage among American teens has slightly decreased
from 69% in 2022 to 68% in 2023, but it remains ahead of competitors,
with YouTube trailing at 66%. Reels and Shorts are gaining popularity.
Reels saw an 11-point year-on-year increase to 30% and Shorts jumped 6
points to 15%, posing a challenge to TikTok’s dominance in the
short-form video space.
🚀
STRATEGIES & TACTICS
HOW TO WRITE SALES COPY THAT DOESN'T SOUND LIKE YOU'RE PITCHING ON
QVC (6 MINUTE READ) [7]
This article delves into best practices for sales copywriting. It
advocates for empathetic, buyer-centric communication, discussing
specific techniques like bullet points and consistent phrasing. It
also emphasizes action words, voice mirroring, and focus on
readability with whitespaces and a good flow.
A BREAKDOWN OF IMPULSE’S APP ONBOARDING (4 MINUTE READ) [8]
Impulse is the #1 free app in the health and fitness category in the
App Store. This post analyzes the app’s onboarding process by
breaking down its price testing methods, messaging, push
notifications, and prompts for user reviews.
IMPROVE E-COMMERCE CONVERSIONS BY FEATURING THE PRODUCT BENEFITS IN
YOUR IMAGE GALLERY (2 MINUTE READ) [9]
A skincare e-commerce site increased conversion rate by 14%, and ROAS
from 0.95 to 1.51 by including images that outline the product
benefits in the image gallery. It changed its approach since it found
that less than 50% of visitors viewed its product page beyond the
first scroll, but most visitors scrolled through the product image
gallery above the fold.
🧑💻
RESOURCES & TOOLS
THE ULTIMATE GUIDE TO MARKETING PERSONA CREATION (5 MINUTE READ) [10]
Audience research enables brands to zero in on key audience segments
and improve their marketing. This guide includes a template for
building marketing personas, which contains sections like
psychographics, goals, and challenges. It also suggests tools to
collect the necessary audience data.
LETTY: WRITE PERFECT EMAILS FASTER WITH AI (PRODUCT) [11]
Letty is designed to reduce the time you spend writing emails. The
tool analyzes your emails and suggests contextually relevant replies.
It adapts the tone to fit context, ensures grammatically polished
emails, and offers diverse templates. The tool has a free and a paid
tier.
🎁
MISCELLANEOUS
BUYING TRIGGERS: HOW TO CREATE GROWTH FROM NON-OBVIOUS DEMAND (5
MINUTE READ) [12]
A buying trigger is a situation or event that makes someone willing
to make a purchase. By identifying the context of when a person
decides to purchase a product, brands can understand what matters to
the customer at that moment and optimize marketing. Brands can also
claim a non-obvious buying trigger for their product. For example, Kit
Kat linked its product to taking a break, while Rolex connected its
product to moments of accomplishment.
HOW REDDIT GREW ORGANIC TRAFFIC FROM 69M TO 200M MONTHLY SESSIONS IN
5 MONTHS (1 MINUTE READ) [13]
Reddit saw very little growth in organic traffic over the past 5
years despite the amount of user-generated content (UGC) on the
platform. However, it has seen a huge increase and seemingly benefited
from every core algorithm update in the past 5 months. This is likely
part of a larger trend where Google is starting to favor more UGC and
first-hand experience in SERPs.
⚡
QUICK LINKS
FREE MARKETING TURNED INTO AN ACT OF KINDNESS BY STANLEY (1 MINUTE
READ) [14]
Stanley responded to a TikTok video showing how its Stanley Cup
survived a car fire (and still had ice inside) by giving the original
poster a new car.
HOW STEVEN BARTLETT TESTS 100+ THUMBNAILS BEFORE PUBLISHING A NEW
PODCAST EPISODE (1 MINUTE READ) [15]
Steven Barlett tests over 50 Facebook ads with YouTube thumbnails as
ad creative before he posts a new episode for his Diary of a CEO
podcast.
LIQUID DEATH TWEAKS OLD AD FOR TIKTOK (1 MINUTE READ) [16]
Liquid Death is a master at tweaking high-performing organic creative
to fit different platforms and objectives. The brand took an old
long-form ad from a year ago and gave it a new lease of life as a
TikTok video ad.
We help cutting edge companies hire world class technical talent
through our job listings. If you're hiring marketers, CLICK HERE TO
LEARN MORE [2].
If your company is interested in reaching an audience of marketing
professionals and decision makers, you may want to ADVERTISE WITH US
[17].
If you have any comments or feedback, just respond to this email!
Thanks for reading,
Alison Koh [18], Maddi Salmon [19] & Joao Kodama [20]
If you don't want to receive future editions of TLDR Marketing,
please click here to unsubscribe [21].
Links:
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[1] https://tldr.tech/marketing?utm_source=tldr
[2] https://share.hsforms.com/1hmOFVmqOTrON_SRvaRqEbQee466?utm_source=tldr&utm_medium=newsletter
[3] https://share.hsforms.com/1OxvmrkcFS4qsxKpNXCi76wee466?utm_source=tldrmarketing&utm_medium=newsletter
[4] https://actions.tldrnewsletter.com/web-version?ep=1&lc=8d67f254-57b3-11ee-8799-03fe73ccc20d&p=b23eaa2e-8773-11ee-b19c-07c794d02331&pt=campaign&t=1700481949&s=6870ef8ea0642ba1c6bdc5a2676410ec391d5ef204a65c64e0c5d34dca6a319e
[5] https://www.litmus.com/blog/holiday-email-insights?utm_source=tldrmarketing
[6] https://www.marketingdive.com/news/gen-z-tiktok-usage-plateaued-heres-what-numbers-say/700126/?utm_source=tldrmarketing
[7] https://annhandley.com/how-to-write-sales-copy/?utm_source=tldrmarketing
[8] https://www.linkedin.com/posts/jacob-rushfinn_impulse-brain-training-onboarding-activity-7129875583701774336-Ri3I?utm_source=tldrmarketing
[9] https://cxl.com/blog/improve-ecommerce-conversions-with-product-benefits-in-images/?utm_source=tldrmarketing
[10] https://foundationinc.co/lab/marketing-persona-creation/?utm_source=tldrmarketing
[11] https://www.useletty.com/?utm_source=tldrmarketing
[12] https://fronterablog.com/buying-triggers/?utm_source=tldrmarketing
[13] https://twitter.com/gofishchris/status/1725499671462691215?utm_source=tldrmarketing
[14] https://www.upworthy.com/stanley-cup-car-fire?utm_source=tldrmarketing
[15] https://www.linkedin.com/feed/update/urn:li:activity:7131322781333377024/?utm_source=tldrmarketing
[16] https://www.linkedin.com/posts/oscarmackenzie_this-ad-is-genius-the-blind-taste-test-activity-7130517311282638850-4xHz?utm_source=tldrmarketing
[17] https://share.hsforms.com/1OxvmrkcFS4qsxKpNXCi76wee466?utm_source=marketing&utm_medium=newsletter
[18] https://www.linkedin.com/in/alikoh/
[19] https://www.linkedin.com/in/maddisalmon/
[20] https://www.linkedin.com/in/joao-kodama/
[21] https://actions.tldrnewsletter.com/unsubscribe?ep=1&l=7dbdbdcb-3e94-11ed-9a32-0241b9615763&lc=8d67f254-57b3-11ee-8799-03fe73ccc20d&p=b23eaa2e-8773-11ee-b19c-07c794d02331&pt=campaign&pv=4&spa=1700481621&t=1700481949&s=3feddcf1694e5d95a80eff5f295c2b1387ffbbf726dda8f299ccefd9454b8d4e
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