Dark Marketing Dark marketing is a trend that focuses on ultra-targeted and hyper-customized marketing to specifically reach a brand's niche target audience and no one else. Apple is actually using Twitter to communicate with its target audience. But it does so through dark posts, sponsored posts that can only be seen by a limited number of users. Dark marketing is as selective as possible. It is not interested in reaching as many people as possible, but only those that the brand has identified as its ideal customer. This type of marketing is only possible thanks to the large amount of information available about

What Is a Consumer Panel? A consumer panel consists of creating a group of people and collecting their opinions about a product or digital service. The people selected should be as diverse a sample of the target audience as possible. It is also important that they commit to being honest since all the data obtained will form part of the market research that will determine whether or not changes need to be made before launching the product or service. Types of Consumer Panels Trend-setting consumer panel: made up of people who are trendsetters or who often serve as a source of inspiration for others. Their opinion can

Email Subject Line Your email subject line is crucial because it’s your first impression. A bad subject line is essentially a really awkward handshake. Since subject lines have a major influence on open rates, the success of your email marketing strategy often boils down to the effectiveness of your subject lines. Why Email Subject Lines Matter How many emails in your inbox are ignored? What has to happen for a message to catch your eye? A few relevant factors matter when it comes to open vs. ignore vs. mark as spam an incoming letter. It can be the reputation of the sender, the presence

Inclusive Marketing Inclusive marketing acts as a blanket term for the kind of marketing tactics that display diversity, prioritize accessibility, and ultimately make your company stand out from the rest. Consumers prioritize working with companies whose core values align with their own. In fact, according to a 2018 Accenture study, 70 percent of millennials were more likely to choose one company over another if they demonstrated inclusion in their advertising. Diversity and inclusion go hand in hand, but they aren’t synonymous. You can go out of your way to feature images of people of color, people with disabilities, and people of all ages in

What is an email bounce rate? A bounce rate represents the number of emails in a campaign that get “bounced” back, meaning they could not be delivered to the intended recipient. A high bounce rate negatively impacts engagement and email deliverability – two crucial performance indicators for any marketing team. There are two types of email bounces: soft and hard bounces. Soft bounce: Typically due to a full inbox or server issue (or even an unusually large email), soft bounces are temporary delays and generally less problematic for marketing teams. Contacts that yield soft bounces do not need to be removed from