Don’t make the mistake of prioritizing one time zone over another. Most marketers approach email timing this way and it’s far less than ideal. They test send times, then choose the single time that delivers the most opens and clicks. That only works if you customers are all in the same time zone. Otherwise, there’s […]
A customer-centric approach to product, marketing and support is the key to building a great company. As anyone who’s ever built a SaaS business can attest, it’s easier said than done. We always aim to help customers find their way and this, ultimately, served as the foundation for our decision to build our own help […]
Your customers are inundated with hundreds of messages every day. The signal to noise ratio is lower than ever. But somehow, a handful of businesses manage to stand out in the inbox. Some rely on data to monitor behavior and trigger messages. Others invest in good, old-fashioned branding. Still others make their mark with great […]
The Zeigarnik Effect is the uncomfortable feeling we get when things are left unfinished. That could be the cliffhanger in a season finale of your favorite TV show or the half-written proposal that’s been sitting on your desk for a week. “It seems to be human nature to finish what we start,” according to Psychwiki.com. […]
When the average person opens their inbox in the morning, most of the emails they receive don’t engage. The question we have to ask is what distinguishes those emails that do engage? The answer is that we pay attention to emails that have context (one of our favourite words here at Vero). Good emails are […]
We’ve recently been playing with a few new ideas to offer our customers better support. At Vero, we use Help Scout to manage our support inbox primarily because we love the look-and-feel of the email responses they send out. We’ve used it for nearly three years now and still find it to be well suited […]
Creating great customer experiences is about delivering something useful to each individual customer, when it is actually useful. This is all building a great company is really about: offering something useful to customers, to solve a problem when they need it. For companies serious about creating this sort of experience – email is an integral […]
Users gravitate towards utility wherever it exists. Email can deliver functionality and earn habitual engagement. It’s as important to product development as web, desktop, and mobile. Grammarly, today’s case study subject, understands exactly how to execute on this. Their emails check all the boxes of a great product: useful, accessible, interesting and personalized. The inbox […]
Transparency is hot right now, but not in email marketing. You can see how many Twitter followers a brand has. Lots of businesses blog about their audience growth. And some newsletters share their subscriber count as social proof. But no one talks about open and click rates, ROI or impact on the bottom line. It’s […]
"Billions and billions served." It may be the canonical example of social proof. We’ve all seen it and most of us are among the billions served. McDonald’s simple slogan connotes ubiquity and community. Some version of that line reaches 69 million customers each day. It’s wise to borrow strategies from companies like McDonald’s. After all, […]
An email service provider is one of many tools you need to run an email marketing campaign. As the old adage goes, it takes a village. Examining our own workflow, we realized that we use at least 10 tools in addition to Vero. We decided it would be fun to share the tools we use […]
People are afraid of your product and it could be the primary reason you aren’t getting as many signups as you want. Humans are lizards. They fear the unknown. Even if your target market understands that your product could solve a real problem, they are afraid it won’t work. Or that it will be a […]
What’s the difference between content marketing and product marketing? Content is a lead-generation tool, an education platform, and a brand-building strategy. Goals center around audience growth and engagement. Product marketing is very different. A product marketer aims to understand every facet of the customer experience. They need to know why customers use the product in […]
Email is one of the most successful marketing channels. That means it is getting noisier. You need to be thinking about personalized emails if you’re going to be competitive. If you want to win the inbox, you need to get involved. At this point in history, you know more about your customers than ever before. […]
Two months ago we hired our first full time Product Designer at Vero. We’re excited about fully realising all of the great ideas we have in mind to help you communicate better with your customers. Prior to two months ago, Damien and myself led our Product Design. We’re smart problem solvers, yet we’ve got zero […]
Like most “growth hacks,” the value of A/B testing has been lost in the rush for game-changing results today. As any experienced marketer or entrepreneur knows, there are no silver bullets when it comes to scaling a business. A/B testing, like every other tactic, has its place in the marketing toolbox. Used correctly, it can […]
Customer retention emails are designed to help customers understand the value of a product, prompt engagement, and reduce churn rate. In this article, we take a look at 15 examples of customer retention emails – Some are true retention emails in that they were sent after a period of inactivity with the product, while others […]
How long has "Update the onboarding emails" been on your to-do list? Onboarding is the process of getting new users to "first value" as quickly as possible. The sooner customers use your product’s best features, the sooner they’ll see an ROI on their investment and the more likely they are to stay. Onboarding is especially […]
Marketers have a tendency to over-automate. How many meetings have started with a great idea and ended with an “optimization plan”? Too many. The temptation to put tools, processes and triggers in place from the word “go” isn’t always a good idea. As Jason Fried wrote on the 37signals blog, “premature-automation can lead to blindness.” […]
Segmentation in email marketing leads to higher open and click rates, fewer unsubscribes and, in general, a better experience for your customers. But most marketers don’t invest enough time in segmentation, and a result, don’t reap the benefits. Additionally, segmentation is most useful when marketing collaborates with customer support, sales and accounting. I know – […]
Insights and resources for improving product-first email and push messaging campaigns.
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