The harsh truth: Some of the advice you read about marketing is incorrect.
While not always intentionally misleading, you’re often absorbing content written by:- Marketers without a breadth of experience: People who’ve marketed a single product and have a limited — or biased — view on a channel.
- Non-practitioners: People who’ve never run experiments, but pass along (sometimes outdated) marketing insights that they’ve read online.
1. “Send a welcome email immediately after signup.”
It’s better to avoid sending emails right after people sign up on your site. We’re used to getting generic, unimportant welcome emails every time we sign up for anything online. So most people will reflexively discard your welcome email as spam. Instead, try delaying your welcome email by 15 to 45 minutes. The delay removes the subscriber’s mental connection between signup and your email, bypassing the reflex to ignore. As a result, you’ll likely get more opens and more engagement.2. “Only highlight your best product reviews.”
For context, reviews are a big deal:- 93% of consumers claim product reviews impact purchase decisions.
- The social proof of having 50+ product reviews increases conversion. Shoppers trust peers more than they trust brands.
- Make sure your post-purchase email flow contains a request for reviews. The more reviews you have, the better.
- Don’t bury slightly negative reviews. If someone leaves a four-star review and offers a fair (and insignificant) critique, showcase it toward the top of your product page.