Efficient, not clever

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SEO

Microsoft and Yandex launch an initiative to index web content instantly

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…and no, Google isn’t part of it (yet).

Microsoft described the initiative in a blog post, in collaboration with Yandex, Russia’s second-largest search engine that is breathing down Google’s neck.

How it will work: IndexNow will be a protocol that allows you to submit a single URL, or a set of URLs, and get them almost instantly indexed.

The best part: You won’t need to submit to each search engine separately. Instead, you’ll only need to submit once, and your URL should be indexed by all search engines participating in the initiative.

Why are Microsoft and Yandex doing this: Because indexing is sloooow. URLs can take days or even weeks to be indexed, creating a lose-lose situation for both the search engine (which receives outdated information) and you (who suffers losing both traffic and potential customers).

Let’s hope Google joins this and puts an end to all our indexing woes.


ADVERTISING

Internet Advertising Bureau: Create efficient, not clever ads

People hate ads. Or put diplomatically, there’s a “waning consumer tolerance for digital advertising.”

This is one of the findings of the Internet Advertising Bureau’s (IAB) report on the US digital advertising ecosystem in 2022.

Okay Sherlock, tell me something useful: Alright, alright. We were just getting to that. Here’s our favorite insightful nugget:

Efficient > Clever ads: Instead of a 30-second linear TV ad, make the ad more efficient and cut it to six seconds. People expect useful ads rather than clever ads, according to the IAB.

Not making claims out of thin air: The IAB collaborated with PwC to conduct his report in order to reach these conclusions.

They spoke with 20 industry leaders (CMOs, business development executives, etc.). IAB Research, IAB Tech Lab, and PwC Brands also contributed to the report. In other words, a group of smart people who know what’s working right now.

Put this information to work: Think about how you can create ads that help people get to the “aha” moment faster.

If you’re looking for inspiration, check out TikTok videos where they show you how to do something in less than 15 seconds.

Could you do that with your product? If yes, the sky is your limit.


SPONSORED BY CAMPAIGN MONITOR

How Campaign Monitor gives us confidence before we click send on our emails

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We started using it in 2019 and since then we have sent over 7,919,775 emails with a ~47% open rate. Not too bad, right?

But recently Campaign Monitor came out with a few key updates that made our life so much easier.

A newly redesigned campaign experience lets us preview, run an inbox test, send a test email, and copy our preview link all from one place.

Then there’s also the Link Review tool that makes it almost impossible to send broken links.

But Campaign Monitor isn’t just for newsletters. Their platform has the advanced personalization, segmentation, and automation features every type of business needs.

It’s used by retail brands like Rip Curl, as well as nonprofits like Girls Who Code, and of course, newsletters like our own, 1440 Media and more.

And they’re damn happy about it: Campaign Monitor has a 99% customer satisfaction rate.

If you’re having doubts about your current email platform, then step up your email game with Campaign Monitor.

Join The Crew and other leading businesses using it.


MARKETING

How to jump on the subscription model bandwagon

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Since the pandemic started, the consumer demand for subscription offers has been growing at never-seen-before rates.

Robert Skrob has worked with subscription businesses for 27 years. He says that in all this time, he has never seen such an opportunity.

Do you want to jump on the bandwagon? Almost every business is suitable to adopt the subscription model. But in order to be successful, a subscription model must have four growth drivers that work together.

Offer, pricing, retention, and LTV.

The tricky part is that the four growth drivers operate differently for every type of subscription model.

Robert Skrob identified nine types of subscription models, and how the growth drivers will work for each one. Here are a few examples to give you an idea of what you’ll find in this guide:

Pre-approved model: The best example here is Dollar Shave Club.

The key to this model is that it allows you to offer lower prices as future orders increase customer value. This is how the 4 growth drivers work here:

  • Offer: Convenience is the key driver.
  • Price: Pre-approved, repeated purchases give you the advantage of offering a lower price than your competitors.
  • Retention: The use of the product is essential. If customers don’t use it, they’ll cancel the subscription.
  • LTV: Given the low prices, this model is heavily reliant on retention. Other ways to increase LTV are cross-sells, higher-priced tiers, and media revenue opportunities.

Curation model: A key example here is The Hustle’s Trends or our own Insights subscription.

This model is about selecting, organizing, and summarizing important information and data for the subscriber.

  • Offer: This is a high-end product. The conversion is based on the value the user expects to receive.
  • Price: Focus on the opportunity generated by having access to exclusive information.
  • Retention: Each fulfillment should feel like an invaluable gift surprise from a friend. Remind them of the volume of benefits they receive with each fulfillment.
  • LTV: Solve more problems for your customers to increase the value they receive.

Discover the other seven models identified by Robert Skrob and see if you too can grow a subscription model.


SPONSORED BY MAILMODO

Learn how to build interactive emails with 20% and higher conversion rates

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Interactive emails can get insane conversion rates… Upwards of 20% when done right.

They provide a better experience for your subscribers, a better experience for your marketers, and they are the future.

This free live chat by Mailmodo will show you how interactive emails are changing the playbook for marketing, growth, and product teams, and how you can cash in on this.

Join the free training on October 22nd.


THE CREW’S INSIGHTS

How to upsell as a one-product company

Upsells are easy when you have a massive catalog of products.

If you don’t, you have to get more creative. Take Goli, for example: They’re a supplement company that strictly sells gummies. They have three flavor variations.

We recently analyzed Goli for our Insights community. Here are two ways to upsell if you don’t have many products:

+ Offer discounts for higher-quantity purchases

One of Goli’s primary upsells simply asks you to purchase more of the product you already have in your cart. But there’s a catch––if you buy enough additional items, you’ll get a discount.

Upselling the same product a customer is ordering can work. You just need to provide incentive in the form of a discount.

+ Upsell a different product configuration

Goli has three types of gummies. When you check out to buy one flavor, you’re met with an upsell for another. The logic is simple: If a customer wants one product, they’ll probably like similar variations of the same thing.

If you only have one product, upsell variations of that product. For example: If you have a brand that only sells one shirt, upsell different colors while the customer is headed to checkout.

Get more exclusive content from your favorite newsletter crew that will help take your marketing to the moon – join our Insights community!


ROUNDING UP THE STACK

MARKETING: FB Ads and iOS 14 has you down? Are lookalikes not what they used to be? Let us introduce you to Magic Audiences. Create more accurate lookalikes for Facebook, and implement conversion events without code. Try it for free.*

MICROSOFT: If you want free heatmaps and screen recordings of your visitors, take a look at Microsoft Clarity and thank us later. Microsoft also announced that Clarity will be integrated into their Ads platform as well.

E-COMMERCE: Bye, bye regular shopping. Welcome, gamified shopping. Alibaba is losing to companies that make shopping fun.

ADVERTISING: How has ATT affected mobile advertising? Eric Seufert provides an excellent analysis.

PPC: Lead, don’t deceive. Google expands its policy on “misleading claims” to include medical and electoral claims.

INTERNET: Web 3.0 has arrived, ready to disrupt industries and the way you do marketing. Are you ready?

*This is a sponsored post.


BRAIN TEASER

You use a knife to slice my head and weep beside me when I’m dead. What am I?

You can find the solution here.


POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.

Australia wants to vaccinate all koalas against chlamydia

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Outside of deforestation, STDs are one of the biggest issues for koalas. Australia wants to eradicate this issue for good.

The country began a chlamydia vaccine trial for these cute-looking mammals. First, about 400 koalas will be vaccinated. The hope is that this vaccine will help the animals live longer lives and prolong the overall survival of the species.

Unlike humans, “you can’t really easily give antibiotics to koalas,” says Peter Timms, a microbiology professor at the University of the Sunshine. And the “don’t be silly, wrap your willy” principle isn’t really applicable to koalas.

Let’s hope this trial is successful and no koalas get screwed (no pun intended) in the process.

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Stacked Marketer was built to filter through the daily noise that exists in the marketing world. It’s a digital marketer’s 7-minute daily read, jam-packed with the latest news, trends, tech and actionable advice.

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