Marketing 101: What are variable tags?

Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding? Let us know.   Recently we moved our corporate office to a new location. We are in the process of updating our address on our web sites, online business listings, social profiles, templates, etc. When I checked our email templates, I realized that we had neglected to place a variable tag in our email footers. Because of this oversight, we had to manually change the address for several hundred templates. If we had used this handy tag to begin with, it would have saved us a lot of time. Variable tags have several uses and benefits in email automation, but before I explain further, let’s define the term for those who are new […]

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Marketing 101: What is a sticky footer?

Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding? Let us know.’   A footer is the information at the bottom of a webpage. On a traditional website, a visitor would scroll down to see the information at the bottom of a webpage in the footer. However, with a sticky footer (sometimes known as a fixed footer) that information is always present at the bottom of the visitor’s web browser as the visitor scrolls down. They do not have to get to the bottom of the page to see it. For example, the team at Reservation Counter discovered that having the contact center phone number prominently displayed on the website increased orders, so they included it in a sticky footer for […]

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Marketing 101: What are Microsites? (Plus 3 successful microsite examples and 2 missteps)

Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding? Let us know.   Microsites are somewhere in between a single landing page and an entire website. They are small, special-purpose websites for a single, dedicated communication (and conversion) goal set up by companies that already have a full site. They work well for the communication of an idea or product that requires more than a single landing page, for example, an event. Successful microsite creation requires a clear goal and focus for the microsite and should be built from the ground up optimized for achieving that goal. Here are a few tips to help you use microsites.   Tip #1: Tightly tap into visitor motivations Microsites can be more focused on […]

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Marketing 101: What is baking in?

Marketing has a language all its own. This is our latest in a series of posts aimed at helping new marketers learn that language. What term do you find yourself explaining most often to new hires during onboarding? Let us know. In a recent MarketingSherpa article, ConversionXL Research Director Ben Labay says, “I think we are getting better as an industry at baking in an experimentation process and culture into our organizations.” (from Ask MarketingSherpa: Maturity of conversion rate optimization industry) That raised the question — what exactly is meant by “baking in” in a business and marketing context? If you click on that link and read the final article, you’ll see that we chose to include the parenthetical statement “[including as an integral part]” to clarify the term baking in. Baking in means including, in a sense. But that misses the nuance. When you’re baking something in, you’ve considered […]

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