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How to Use Serendipity in Email Marketing

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Serendipity is one of the 16 conversion tactics. It has two sub-categories: Luck and Clairvoyance. Luck creates the sense that the user is lucky to have come across something on the page. Clairvoyance creates the sense that the seller predicted something about the user. This email from TicketMaster is a great example of Luck within Serendipity: Video: The email: Why …

Don’t Be Lazy This Holiday Season

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During the holiday selling season websites typically add a sitewide design theme and/or message: But they keep the rest of the site the same. For many sites, holiday selling is THE make/break part of their year. Now, we know product page descriptions are THE single biggest conversion catalysts. So, here is my question, why not rewrite your product page description …

Timing

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While listening to a song I really love I was shown this Spotify review request popup: How cool would it be if Spotify knew I liked this song (I’ve played it multiple times) and timed the review request popup to the very moment when my endorphins were kicking in listening to the song?

Geotargeted PPC

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While driving through Kentucky I did a search for wayfarer and saw this ad (screenshot below). Notice how Kentucky has been dynamically inserted into PPC copy: Running the same search in Michigan showed this: Really smart. Wayfair used Serendipity and geotargeting to connect with me as a potential customer. By adding my state to their Google Adwords, I as a shopper …

Customize Your Welcome Message

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Thecoverguy.com is based out of New York. I live in Michigan. When I visit their homepage this is the welcome message that greets me: Despite being a business based in New York, the first line of copy says “Made to handle Michigan’s Harsh Winter Climate.” This uses the Serendipity tactic to create a feeling in the user that this product …

Segment or Die

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Email marketing is a magical thing.  Instead of waiting for a new or past buyer to stumble on your site, with email marketing you can take a product page and literally send it to the subscriber’s inbox. But because marketers exploit email marketing so much its effectiveness goes down with each passing year.  Shoppers are getting more emails, and they’re …

Strategic Chat

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Proactive.com does something clever. On their checkout page when a shopper clicks the “Terms and Conditions” link to read terms Proactive proactively shows a chat popup– The lesson here is that if there is a spot on your checkout where shoppers drop off it’s a good idea to go the extra mile to address concerns of shoppers who reach that …

No Michigan Sales Tax

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Personalization works— When I see a message like screenshot above (pointed by blue arrow) the thought that crosses my mind is, “Michigan residents don’t have to pay sales tax.  I’m a Michigan resident.  Awesome.” Turns out, this kind of location based targeting is pretty simple.  Just add a piece of free javascript code (https://freegeoip.net/) to your site and then the code …