The biggest challenge in content marketing is the one we rarely talk about. It’s not content creation, promotion, pageviews, social shares or link building. Those are all just means to an end. It’s conversion. But it’s goes deeper than that. Content marketing’s biggest challenge is bridging the gap from education to a practical solution (i.e. […]

How are you going to become a better email marketer in 2015? There’s plenty out there on email strategy but the success of an email campaign largely depends on the skill and knowledge of the person executing it. The tips in this post are things you can do improve yourself. Take ownership of your growth […]

The problem with copy, content and design is that they sometimes distract users from the goal. Great emails need focus. It’s the key to clicks, actions, purchases and engagement. The Inverted Pyramid Method is a template designed to help you create great emails by eliminating distractions. In this method, the entire email builds towards a […]

This article is adapted from our recent webinar with KISSmetrics. Watch the video presentation here and check out the slides here. “Having a poor onboarding experience for your customers can pretty much kill your growth … if not your business.” That’s our friend Lincoln Murphy talking about the importance of onboarding. It’s that important. Customer […]

“A life cycle is a series of changes in form that an organism undergoes, returning to the starting state.” The term lifecycle marketing infers that customers experience a contiguous, sequential process that does not end. Taken literally, this means that when a customer makes a purchase, they’ve reached the end of a cycle and are […]

Onboarding emails are designed to help new customers to use and gain value from a product or service. Educating customers on the key benefits they can receive from the product, and helping them reach the product ‘aha moment’ is one of the most effective ways to onboard new customers and drive long-term engagement. Welcome onboarding […]

If your idea of improving email marketing centers on crafting better subject lines and tweaking the design, you’re doing it wrong. It’s just that simple. The truth is that unless you’ve already laid a strong marketing foundation with lifecycle emails that nudge your users and customers at just the right moment, you aren’t yet at […]

Behavioral emails are automated emails triggered by a customer’s interaction with your website, product or app. In this guide, you’ll learn about different types of behavioral emails, examples and best practices. ‘Here’s That Thing You Asked For’ Emails When people request something from you – an ebook, download, more info, etc. – they are nearly […]

[toc_chapter_title color=”green” number=”1″ title=”New Feature Emails”] So you have a new feature and you want to tell people about it. How should you go about it? Remember the golden rule of marketing: Sell the benefits, not the features. 500px If you use Lightroom, you’ll immediately understand why this is a cool feature. 500px does a […]

The Jackson 5 said it best: “Easy as 1-2-3.” You knew they were talking about email marketing right? Seriously though, this is one of the easiest and most effective ways to craft a great lifecycle email. We use it ourselves and I really think you’ll find value in it. First, a bit of context. Lifecycle […]

The cost of college textbooks has risen 812 percent since 1978. That’s more than triple the inflation rate over the same period of time, according to The Atlantic. So what gives? Textbook costs are a perfect example of an economic theory known as the principal-agent problem. Professors (the agent) choose the textbooks and the students […]

If you’re sending bulk email, there are only a few ways to increase conversions. You could work on your subject lines, spruce up your copy, segment your list, redesign the emails or improve your call to action. Those are all recommended ways to optimize the email marketing process. But instead of looking for marginal gains […]

2014 was a big year for the Vero blog. We learned a lot. A few of our posts were big hits and a few fell flat. Below, you’ll find links to all 104 posts we published this year along with the total numbers of pageviews (as of December 15). If you have any thoughts about […]

Technology platform changes. Marketers everywhere freak the hell out. Sound familiar? The latest freaking out about Google Inbox is reminiscent of last year’s freaking out about Gmail Tabs. It’s the same deal in social media land with Facebook’s algorithm changes, and SEO with Google’s near-constant tweaking. And it’s a shame because, in my experience, good […]

Recently, one of our loyal blog readers sent us a note that read something like this: "Oh, I didn’t know Vero could do all that!" We try to keep the blog focused on educational email content and we almost never sell. But today, we want to explain what exactly Vero does since, apparently, we haven’t […]

Amazon has 237 million active customers. If it were a country, it would the fourth-largest in the world. In the United States, Amazon owns a 30% marketshare in e-commerce … not exactly a niche market. To what can we attribute Amazon’s growth? After all, they have access to the same tools, people, software and infrastructure […]

I cringe every time I hear the term “email blast”. At best, an email blast has the right message, timing and call to action for just a handful of recipients. At worst, it annoys people enough to unsubscribe from your emails altogether. The truth is that most people get too much email. I work for […]

I’ve got a fever and the only prescription is more Product Hunt. If you aren’t familiar with Ryan Hoover’s addictive product discovery site, it’s time you check it out. Here’s how it works: Select users submit products like apps, books and startups The community votes and comments on them Each morning, Product Hunt sends an […]

It’s hard to measure the success of an email campaign, so we’re coming up with a better way. This post is an overview of the process we’re using as we measure and update our own campaigns. Some of the results are great and some aren’t. We’ve chosen one with mixed results to share here since […]