MARKETING

What is Brand Marketing? | Welcome Software

Published

2 years ago

January 13, 2022

11 B2B Content Ideas to Fuel your Marketing (with Examples)

Before you get to brand marketing, let’s answer one question. You’re 100% sure that you know everything about your brand. However, can you say the same about your target audience?

Brand marketing is that aspect of marketing you don’t hear a lot about. That’s until something significant happens-like Facebook changing its name to Meta. Then it’s all over the news.

This time, don’t let that urgency slip away into the darkness as the news cycle changes. If you’ve been thinking about your brand and its marketing⁠— now is the best time to take action.

What better way to start than this blog? This piece will cover everything you need to learn about brand marketing and a little bit more. This includes:

What is Brand Marketing (Spoiler Alert! It’s Not Branding)
Why Brand Marketing is Important (the Bigger Picture)
Why Your Brand is Not The Problem, Your Marketing is
The Anatomy of A Great Brand Marketing Campaign
How To Get To A Coca-Cola Like Status (Ten Steps plus one Michael Jackson Joke)

What Is Brand Marketing (Spoiler Alert! It’s Not Branding)

It only takes 10 seconds for consumers to make an opinion about a brand. The funny thing is that consumers can’t make an opinion without seeing the brand in the first place.

This brings us to brand marketing.

Brand marketing is a set of marketing practices that aim to improve sales, retain customers and build a reputation by promoting your brand as a whole.

In brand marketing, you’re not promoting your affordable prices, features, or achievements; you’re promoting what you are as a business (your brand)

Why Brand Marketing Is Important (The Bigger Picture)

If someone asked you why bother with brand marketing in the first place, what would your answer be?

It will probably be along the lines of increasing brand recognition to improve conversions with an end goal of increased revenue.

That’s mostly accurate.

However, there’s more to brand marketing than that. Some of the crucial reasons to embrace brand marketing you’ve never thought about include:

1. Access to Quality Talent

“A small team of A+ players can run circles around a giant team of B and C players.” (RIP Steve Jobs).

Did you know that effective brand marketing campaigns can put you within reach of quality employees? Well, this is because such employees look for more in companies than the pay they take home.

According to statistics, 92% of people would leave their job if offered one at a company with an online presence and excellent corporate reputation.

2. Strategic Exposure To Investor Funding

Everybody knows that their target audience is listening to their brand awareness campaigns. Oblivious to many, there’s another group silently taking notes and paying attention.

You guessed right, investors.

82% of investors believe that brand strength and recognition are essential in their decision-making. If you’re planning to woo some big bucks soon, consider adding brand marketing to your marketing strategy.

3. Create Customer Loyalty

There is such a thing as customer loyalty. For example, if you ever see the queen driving about, there’s a 9 in 10 chance she’ll be in a Range Rover.

It’s not that Range Rovers are the best cars ever built (coughs in Bentley). Maybe they have the best branding.

A company’s brand⁠— how you present yourself to the public is right up there with customer experience as a catalyst for customer loyalty.

4. Differentiate Your Business From Other’s

There are a million similar products out there, some even selling at half your price. Your target audience wants to know what makes yours different.

Fortunately, you have brand building to take care of this.

Look at Tesla, for example- they branded their cars as minimalist, environmentally friendly cars of the future that run on nothing. As a result, they’ve built themselves such a loyal fan base they don’t even have to market to sell cars.

Your Brand Is Not the Problem, Your Marketing Is

How many times have you toyed with the idea of changing your brand entirely? If you’ve done so, you’re not alone.

By instinct, the first thing you, and many others, blame for missed targets is their brand. However, the real problem is often the marketing and the brand itself.

That said, even more essential than a successful brand is effective marketing. This is because:

Your customers value your brand presentation as much as the brand itself
Your brand name on itself cannot answer all your customer’s questions
A mediocre brand presentation can tarnish a quality brand
Effective brand presentation is cheaper than rebranding

The best part of it all is that effective brand marketing doesn’t require that you change your brand-which is a whole different story altogether.

The Anatomy Of A Great Brand Marketing Campaign

Not all branding campaigns are created equal. There’s good brand marketing and excellent brand marketing. By the end of this section, you’ll be able to tell the difference from a mile.

Some of the things that lead to great brand marketing campaigns and strategies include:

1. Customer Centricity

Brand marketing is as much about your customers as it is about your product. Every aspect of a great brand marketing strategy revolves around the customer.

To build a customer-centric strategy, you have to create client personas. While you’re at it, answer the following questions.

Who are my customers?
What do they want to hear?
Who do my customers like (celebrities, influencers, etc.)?
What mediums do they use to access their information?

2. More Than Just Your Product

Every great brand must offer something greater than itself. Remember, it takes more than a product to build an emotional connection or trust with your target market.

To build trust, you have to discover the shared beliefs that you and your clients hold dear.

Take Colgate, for example. Instead of building their brand around how great their product is, they advertise healthy dental practices instead.

HubSpot takes a similar approach where most of its brand marketing content is educational. As such, the company brands itself as a reliable source of information, building trust in the process.

Some questions to guide you through this process include:

What concerns do my clients have (safety, climate change, job security, etc.)
What beliefs do my brand share in common with my audience
What do my customers feel strongly about (Patriotic, Supporting small businesses, charity, etc.)

3. Consistency Across All Platforms

If the’s one word that can sum up a great digital marketing campaign, it’s consistency. Even a terrible brand can achieve a lot. It only has to stay consistent for long enough.

And it shows in the numbers. Presenting a brand consistently across all platforms improves brand recognition by 20%.

To ensure consistency in your brand marketing, consider:

Finding a compact brand management software for your content marketing
Brand positioning in as many marketing channels as possible
Finding a unique brand tone and voice for your marketing messaging
Creating content guides for all your content creators

4. Simplicity

Simplicity is the mother of all branding techniques. From Apple to McDonald’s, some of the most effective branding initiatives are also the simplest.

You can see this in:

Companies migrating from high-quality 3D logos to 2D logos
Single syllable advert lines such as Nike’s “Just Do It” and
Easy and memorable advert lines such as Gillette’s “The Best A Man Can Get”

To put how simple most brand marketing initiatives are into perspective, just watch how popular they are with kids and children.

How To Get To A Coca-Cola Like Status (Ten Steps, Plus One Michael Jackson Joke)

You’d be shocked to learn that the late Michael Jackson was the most famous guy on earth. However, nothing will prepare you for this; the Coca-Cola brand is more globally recognized than MJ.

If you don’t believe this, walk to any remote part of Africa or Asia or even Siberia and ask them about the late musician.

They’ll ask you who’s that, look at each other in confusion, then go back to sipping their Coke. That’s because Coca-Cola is the king of Pop. Above that, 94% of the population know it as a global brand.

That said, very few brands will ever get that global Coca-Cola status. Nonetheless, there’s a lot you can learn from them.

Some of the steps successful brands like Walmart and Coca Cola take when advertising include:

1. Find Out Your Objectives

There’s an objective behind every brand marketing campaign. The earlier you find yours, the better your chances of creating an effective brand marketing campaign.

You could be embarking on a brand marketing campaign for different reasons, each with its approach.

Some of these reasons include:

Launching a new product
Expanding into a new market
Wanting to improve customer retention rates
Desire to change perspective about your business

Once you’ve come up with a clear objective for your marketing campaign, you can then break it down into simple (but more comprehensive ) goals. Answering the following questions will help:

What are your short-term goals?
What are your long-term goals?
Where do you see your brand in 10 years?

2. Know Who Your Target Audience Is

Having prior knowledge of who your audience comprises goes a long way in helping you create an effective brand marketing strategy.

Think about it; if you’re advertising kid’s content, you probably wouldn’t run the TV ads at 10 p.m.

It doesn’t stop there. Having your target audience at the back of your mind also affects significant aspects such as your tone of voice, level of personalization, and media channel.

To perfect this, channel some of your marketing efforts into:

Creating buyer and target audience personas
Leveraging previous metrics from content and social media marketing
Read previous feedback from your customers for perspectives
Run surveys on social media sites such as Twitter

3. Identify Your Company’s Personality

Identifying your company’s personality isn’t as complicated as people make it out to be. It all comes down to one question. If your company was a person, who would it be?

If you picture your company as a young, fun, millennial and social person, then you’d take bright color palettes and punchy copy. You’d also take more youthful marketing channels.

If you picture your company as a reserved, traditional, and conservative guy, then you’d take a less intrusive and more serious copy for your brand marketing campaign.

4. Map Out Your Customer Journey and Experience

Before you get a brand, you have to determine which part of your customer experience resonates most with your clients.

Look for ways your product simplifies, eliminates steps, creates convenience, and increases comfort in a customer’s life. Finding answers to the following questions might help:

In which way does my product make my customer’s life convenient
What pain points does my product deal in my customer’s life
What do my most loyal customers love about my product
What makes my product special

When Roll’s Royce did this in 1958, they realized how convenient the silence of their cars was. From this came one of the most iconic pieces of brand marketing in recent history.

“At 60 miles an hour, the loudest noise in this new Rolls Royce comes from the electric clock.”

5. Develop Brand Guidelines

With the above processes, you now have enough information to develop brand guidelines for your content creators.

These guidelines will help create uniformity and consistency across your entire marketing system. You make brand guidelines to:

Bring all your teams under the same page
Create a central point of truth and reference for your brand
A place to share brand objectives with even your future freelance content creators

But before you do that, you’ll first have to fit all these plans into an efficient content calendar. This calendar will act as a self-service portal that helps you organize workflows, track deadlines, and keep in touch with your clients.

6. Come Up With Reliable Metrics to Track Progress

80% of marketers say it takes 12 weeks to launch a campaign (Welcome & Sirkin study, Jan 2021). With the right planning, however, you can take even fewer weeks.

Once you’ve developed your brand marketing strategy, there has to be a way to measure its efficacy.

Is it working, and if so, to which extent? This calls for you to embrace key performance indicators and branding metrics to track progress in your campaign.

Reliable metrics will help you:

Make informed decisions rooted in data
Create gradual improvements in your branding
Perform A/B testing in your branding campaign

Worried About Brand Consistency? Let Welcome Bring Everything Under A Single Dashboard

You probably have an army of writers writing dozens of articles and audiovisual teams almost missing deadlines. Let’s not forget the copywriters writing copy. How do you keep track of everything?

It can be overwhelming. Fortunately, there’s a solution.

Welcome was created for people just like you. Our software brings all your pending projects within your reach under one dashboard -this way, you don’t have to move from tab to tab.

From this dashboard, you can track progress, organize workflows, supervise brand consistency, communicate, and read metrics. Ready to give it a try? Get started with a free Welcome account today!

MARKETING

Streamlining Processes for Increased Efficiency and Results

Published

8 hours ago

April 18, 2024

Entireweb News Bot

Streamlining Processes for Increased Efficiency and Results

How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.

So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.

Benefits of automation marketing automation to boost your efforts

First, let’s explore the benefits of marketing automation to supercharge your efforts:

Marketing automation simplifies repetitive tasks, saving time and effort.

With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.

Automation allows for precise targeting, reaching the right audience with personalized messages.

With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp

within seconds once a potential customer expresses interest in your business.

Increases ROI

By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.

Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.

Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business

How marketing automation can simplify operations and increase efficiency

Understanding the Change

Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.

One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.

The Emergence of AI-Powered Automation

In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.

Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.

Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.

Personalization on a Large Scale

Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.

This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.

Integration Across Channels

Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.

Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.

The Human Element

While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.

Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.

Conclusion

The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.

As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.

By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.

MARKETING

Will Google Buy HubSpot? | Content Marketing Institute

Published

1 day ago

April 17, 2024

Entireweb News Bot

Why Marketers Should Care About Google’s Potential HubSpot Acquisition

Google + HubSpot. Is it a thing?

This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.

The prospect dismayed some. It delighted others.

But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?

Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:

Why Alphabet may want HubSpot

Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.

The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.

If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.

At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?

At a second glance, it makes a ton of sense.

I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.

All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.

Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.

Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.

When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.

What acquisition could mean for HubSpot customers

I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).

Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.

The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.

But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.

Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.

What marketers should realize

So, what’s my takeaway?

It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.

The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.

It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

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Cover image by Joseph Kalinowski/Content Marketing Institute

MARKETING

5 Psychological Tactics to Write Better Emails

Published

3 days ago

April 15, 2024

Entireweb News Bot

5 Psychological Tactics to Write Better Emails

Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better.

I’ve tested 100s of psychological tactics on my email subscribers. In this blog, I reveal the five tactics that actually work.

You’ll learn about the email tactic that got one marketer a job at the White House.

You’ll learn how I doubled my 5 star reviews with one email, and why one strange email from Barack Obama broke all records for donations.

5 Psychological Tactics to Write Better Emails

Imagine writing an email that’s so effective it lands you a job at the White House.

Well, that’s what happened to Maya Shankar, a PhD cognitive neuroscientist. In 2014, the Department of Veterans Affairs asked her to help increase signups in their veteran benefit scheme.

Maya had a plan. She was well aware of a cognitive bias that affects us all—the endowment effect. This bias suggests that people value items higher if they own them. So, she changed the subject line in the Veterans’ enrollment email.

Previously it read:

Veterans, you’re eligible for the benefit program. Sign up today.

She tweaked one word, changing it to:

Veterans, you’ve earned the benefits program. Sign up today.

This tiny tweak had a big impact. The amount of veterans enrolling in the program went up by 9%. And Maya landed a job working at the White House

Boost participation email graphic

Inspired by these psychological tweaks to emails, I started to run my own tests.

Alongside my podcast Nudge, I’ve run 100s of email tests on my 1,000s of newsletter subscribers.

Here are the five best tactics I’ve uncovered.

1. Show readers what they’re missing.

Nobel prize winning behavioral scientists Daniel Kahneman and Amos Tversky uncovered a principle called loss aversion.

Loss aversion means that losses feel more painful than equivalent gains. In real-world terms, losing $10 feels worse than how gaining $10 feels good. And I wondered if this simple nudge could help increase the number of my podcast listeners.

For my test, I tweaked the subject line of the email announcing an episode. The control read:

“Listen to this one”

In the loss aversion variant it read:

“Don’t miss this one”

It is very subtle loss aversion. Rather than asking someone to listen, I’m saying they shouldn’t miss out. And it worked. It increased the open rate by 13.3% and the click rate by 12.5%. Plus, it was a small change that cost me nothing at all.

Growth mindset email analytics

2. People follow the crowd.

In general, humans like to follow the masses. When picking a dish, we’ll often opt for the most popular. When choosing a movie to watch, we tend to pick the box office hit. It’s a well-known psychological bias called social proof.

I’ve always wondered if it works for emails. So, I set up an A/B experiment with two subject lines. Both promoted my show, but one contained social proof.

The control read: New Nudge: Why Brands Should Flaunt Their Flaws

The social proof variant read: New Nudge: Why Brands Should Flaunt Their Flaws (100,000 Downloads)

I hoped that by highlighting the episode’s high number of downloads, I’d encourage more people to listen. Fortunately, it worked.

The open rate went from 22% to 28% for the social proof version, and the click rate, (the number of people actually listening to the episode), doubled.

3. Praise loyal subscribers.

The consistency principle suggests that people are likely to stick to behaviours they’ve previously taken. A retired taxi driver won’t swap his car for a bike. A hairdresser won’t change to a cheap shampoo. We like to stay consistent with our past behaviors.

I decided to test this in an email.

For my test, I attempted to encourage my subscribers to leave a review for my podcast. I sent emails to 400 subscribers who had been following the show for a year.

The control read: “Could you leave a review for Nudge?”

The consistency variant read: “You’ve been following Nudge for 12 months, could you leave a review?”

My hypothesis was simple. If I remind people that they’ve consistently supported the show they’ll be more likely to leave a review.

It worked.

The open rate on the consistency version of the email was 7% higher.

But more importantly, the click rate, (the number of people who actually left a review), was almost 2x higher for the consistency version. Merely telling people they’d been a fan for a while doubled my reviews.

4. Showcase scarcity.

We prefer scarce resources. Taylor Swift gigs sell out in seconds not just because she’s popular, but because her tickets are hard to come by.

Swifties aren’t the first to experience this. Back in 1975, three researchers proved how powerful scarcity is. For the study, the researchers occupied a cafe. On alternating weeks they’d make one small change in the cafe.

On some weeks they’d ensure the cookie jar was full.

On other weeks they’d ensure the cookie jar only contained two cookies (never more or less).

In other words, sometimes the cookies looked abundantly available. Sometimes they looked like they were almost out.

This changed behaviour. Customers who saw the two cookie jar bought 43% more cookies than those who saw the full jar.

It sounds too good to be true, so I tested it for myself.

I sent an email to 260 subscribers offering free access to my Science of Marketing course for one day only.

In the control, the subject line read: “Free access to the Science of Marketing course”

For the scarcity variant it read: “Only Today: Get free access to the Science of Marketing Course | Only one enrol per person.”

130 people received the first email, 130 received the second. And the result was almost as good as the cookie finding. The scarcity version had a 15.1% higher open rate.

Email A/B test results

5. Spark curiosity.

All of the email tips I’ve shared have only been tested on my relatively small audience. So, I thought I’d end with a tip that was tested on the masses.

Back in 2012, Barack Obama and his campaign team sent hundreds of emails to raise funds for his campaign.

Of the $690 million he raised, most came from direct email appeals. But there was one email, according to ABC news, that was far more effective than the rest. And it was an odd one.

The email that drew in the most cash, had a strange subject line. It simply said “Hey.”

The actual email asked the reader to donate, sharing all the expected reasons, but the subject line was different.

It sparked curiosity, it got people wondering, is Obama saying Hey just to me?

Readers were curious and couldn’t help but open the email. According to ABC it was “the most effective pitch of all.”

Because more people opened, it raised more money than any other email. The bias Obama used here is the curiosity gap. We’re more likely to act on something when our curiosity is piqued.

Email example

Loss aversion, social proof, consistency, scarcity and curiosity—all these nudges have helped me improve my emails. And I reckon they’ll work for you.

It’s not guaranteed of course. Many might fail. But running some simple a/b tests for your emails is cost free, so why not try it out?

This blog is part of Phill Agnew’s Marketing Cheat Sheet series where he reveals the scientifically proven tips to help you improve your marketing. To learn more, listen to his podcast Nudge, a proud member of the Hubspot Podcast Network.