The most efficient way to deliver high fidelity personalization in your daily email, and drive over 11x return on spend (works seamlessly with your existing email service provider).
Infinitely expand your brands photography with Curator™ AI. Generate new product photography that’s indistinguishable from the originals, and combines multiple products together.
Create, manage, deploy, and target an unlimited number of personalized messages. Deliver any of the messages from your pool through a single image URL and link embedded within email, SMS, mobile, or on your website.
Zembula connects with any enterprise data source. If you don’t see a specific data source here or have a custom data source, we will always connect it for free.
The most efficient way to deliver high fidelity personalization in your daily email, and drive over 11x return on spend (works seamlessly with your existing email service provider).
Infinitely expand your brands photography with Curator™ AI. Generate new product photography that’s indistinguishable from the originals, and combines multiple products together.
Create, manage, deploy, and target an unlimited number of personalized messages. Deliver any of the messages from your pool through a single image URL and link embedded within email, SMS, mobile, or on your website.
Integrations
Connect with 100+ integrations
Zembula connects with any enterprise data source. If you don’t see a specific data source here or have a custom data source, we will always connect it for free.
Welcome to the first installment of our new design-focused series, Pushing Pixels! We’ve thought for a long time that the specifics of reveal marketing needed their own design help and advice, so I’m going to give you all tips and tricks on good design for Zembula experiences and beyond!
In today’s post, we’ll talk about brand colors and how they impact most aspects of your company and your marketing. We’ll lay down some fundamental do’s and don’ts, as well as when it’s ok to break the rules.
Branding your Website:
Do- utilize a full palette of brand colors to reinforce your brand in the mind of your visitor.
Don’t– Hit your visitors over the head with your brand. Keep logos and taglines to a minimum, and make sure your brand colors aren’t too garish or conflicting. Also, please don’t be boring!
Branding your Platform:
Do– Use your brand colors inside your platform! Continuity assures your customers that they’re where they want to be in an unobtrusive way. (For great examples of color connotation, check out Canva’s great post about color palettes and brand colors.)
Don’t– Use the full spectrum of your brightest colors. Consider toning your brand colors down to a quieter, less eye-catching palette that still reinforces your brand but is less distracting to view often.
Using Color Psychology
Do– Utilize the concepts of color psychology to create exactly the impression and emotion you want your audience to take away. For example, blues and greens are calming, whereas pinks and oranges are energetic.
Don’t– Get too aggressive with your color choices, the last thing you want to leave your customers with are feelings of anger or depression! Be especially careful with reds, as they tend to signal our brains to “stop!”.
Branding your Email
Do- Utilize your brand colors across your email communications.
Don’t– get stuck in a rut. Be sure to switch up your email designs once in a while (including emphasizing other colors in your brand palette.)
Branding your Social Media
Do- Make sure some of your tweets, posts, and stories all utilize your brand colors. It can be as simple as a link to your blog in your main brand color or as complex as an entire Instagram story post using your full palette as backgrounds.
Don’t– Be obnoxious! Not everything you post needs to be fully branded, in fact, that’s quite a turn-off. People know who you are or they wouldn’t be following you in the first place. Keep your brand in the back of their minds, but be subtle about it!So after all these rules, when is it ok to break them? There are a couple major cases where brand color rules don’t necessarily apply, one of the biggest being in cross-promotions. Anywhere that incorporates another brand outside of your own can get tricky to navigate. In this case, it’s usually easier to choose a neutral palette for the promotion and let your logos do the talking instead of your brand colors.
For the other case, advertising is a big exception to most of the rules above. Not only do all of the various platforms have their own requirements but unless you’re retargeting an audience they may not be familiar enough with your brand for your brand colors to mean anything to them. Instead of sticking with a brand palette, consider more attention-grabbing combinations of colors, along with stellar copy and images, of course!
Have you used any of these tips? Or have you broken any of these rules?
If you’re interested in learning more about why we do what we do, check out our interactive content page.
How to Use the Endowment Effect to Grow Your Email Lists
You know that sweater in your closet? The one you bought a long time ago because it was so comfortable and fit perfectly? It might be a little outdated now, fashion-wise, and maybe there’s a small tear or two forming… Even though that sweater should be bound for the donation pile, you just can’t let go of it. Maybe you don’t even wear it anymore, but the thought of giving it away still makes your hairs stand on end. Why is that?
We can attribute your behavior to a marketing psychology principle known as The Endowment Effect. The endowment effect states that consumers ascribe more value to things simply because they own them. It explains why even though that sweater is objectively useless in your life, you just can’t pull the trigger on getting rid of it. It holds a high value to you because you own it, and you’ve had positive experiences with it. Maybe remembering that day when you got 3 compliments on it brings a smile to your face still.
So how does the endowment effect work in the marketing psychology world? Well, it manifests itself in a variety of different ways. For example, people are generally inclined to pay more to keep something they already own, like a subscription to Netflix or Spotify while a new customer would be unlikely to pay that same price for the service. Another way the endowment effect works in marketing? Consumers are more likely to value your marketing messages if they feel some sense of ownership over them. That means if you can give your customers the feeling of ownership over your brand or your marketing campaigns, you’re more likely to see higher conversion rates and brand loyalty.
The Endowment Effect, Marketing Psychology & Email Campaigns
So how do you give your customers a sense of ownership over your brand? The easiest way is to offer them membership to an email newsletter with a simple sign up form or to offer them a portion of your website like comment boards through an account-based approach.
The moment a consumer creates an account with your company or signs up for your email list, they enter a space of private ownership with your brand. The endowment effect enables them to place more value on your communications simply because they feel that they are a member of your brand, product, service, or community.
While you want to encourage users to create an account or join your email list, you also need to avoid forcing them to do so before they can convert. Adding heavy-handed tactics that require them to enter their email before accessing your website will create a point of friction in your pipeline that can damper your conversions. Instead of forcing them, use other marketing psychology tactics and incentives or rewards to encourage them to create an account of their own volition. This also means they will value their membership more, and the endowment effect states that they will, therefore, value the information contained within your marketing messages more as well. The endowment effect is an effective tool for keeping people engaged with your product or brand and for creating your initial conversions as well. The key is in creating a sense of ownership in your consumer and fostering that relationship with your further marketing messages. Digital assets like user profiles, email sign-ups, personalized experiences, and discount offerings all contribute to the perception of ownership that your marketing should attempt to foster. As soon as the ownership is created, consumers assign value to your communications. The endowment effect along with the application of other solid marketing psychology tactics give you the leverage you need to move them down the pipeline to conversion.
Learn more about other principles of marketing psychology at the Zembula Academy.
nicolecordier
Nicole Cordier is a Marketing Intern at Zembula. A Journalism graduate from the University of Oregon, she is a Portland native who loves coloring, dogs and all things outdoors.
As the founders of many startups have learned, failure to plan ahead and craft a customer acquisition strategy can mean the failure of your company. It’s well known throughout the marketing world that without a solid base of new customers, it’s almost impossible to boost conversions or create brand loyalty.
Throughout the digital era, we’ve seen viral customer acquisition strategies that have helped create the digital giants which rule the web today. From Amazon to Shopify and Dropbox to Instagram, customer acquisition comprises a huge focus of the marketing efforts these massive companies put forth.
You know customer acquisition marketing is important, but how do you get started? We’ve compiled 5 of the best examples of customer acquisition we could find to get your creative juices flowing.
1. Use a Referral System like Dropbox
One of the most ubiquitous customer acquisition marketing methods is the referral system. A well crafted referral system campaign will incentivise your existing customers to invite their friends by offering some time of reward for doing so. The reward can contain monetary or digital value, and helps create a reciprocal relationship with your customers by inviting them to participate with your brand. One of the most successful examples of this strategy can be found when examining Dropbox. Dropbox offers customers a referral system that offers 500mb of additional storage once you’ve invited a friend. Not only that, but your friend gets 500mb of storage as well. By allowing both parties to gain value from a simple referral, Dropbox maximizes the likelihood that you’ll invite a friend to join. Customer acquisition at its most simple and streamlined!
2. Generate Leads With Custom Interactive Content Like Shopify
Another amazing customer acquisition strategy comes in the form of custom interactive content. Since the early days of the internet, people have enjoyed using simple generators and taking short quizzes. Your brand can capitalize on this need for digital entertainment by offering a custom built generator that will help your clients. The key here is creating a relevant tool that will generate leads. Shopify has one of the best examples of this method with their “Business Name Generator.” This tool allows Shopify’s customers to brainstorm a potential business name and check to see if it is registered. Since the tool provides value to the customer as they try to structure their new business, it boosts feelings of brand loyalty and therefore drives conversion rates.
3. Craft Thoughtful Personalized Email Campaigns Like Amazon
We all know Amazon is the king of interactive personalized emails. Consumers like to receive messages that are relevant to their lives and don’t feel like an intrusion in their inbox. Amazon has mastered this approach with a slew of personalized triggered email campaigns that remind a customer to finish up their purchase if there’s an item left in the shopping cart or asks them to renew their Prime membership. One of the most effective of these emails is the “Leave a Review” email campaign. After a consumer has purchased and received a product, Amazon sends a triggered email that prompts the user to return to their website and leave a product review. With a strong call to action, and a link through to Amazon’s home page, it’s easy to see why this method keeps users engaged. I mean, how often have you ended up accidentally online shopping when you thought you were just browsing? Amazon capitalizes on this trend and drives customer acquisition by re-engaging existing users.
4. Focus on Community (At First) Like Instagram
By now, if you haven’t spent time on Instagram, you’re way behind the trend. Sure, there are ads all over the social networking platform now, but it didn’t used to be that way. In the beginning, Instagram focused on building a community of engaged users. That marketing strategy worked out big time in their customer acquisition as the platform grew and grew. Despite such astronomical growth, Instagram started out with less than 20 employees. By focusing on building a digital community, the brand was able to foster feelings of investment in their customers by providing value in the form of entertainment. No frills approaches to community building like this will increase brand loyalty, and give you a foothold to monetize your services once you’ve built a strong base of users.
5. Use Marketing Psychology and Free Trials Like Amazon
Are you really surprised Amazon is on our list twice? This online shopping giant has excelled at utilizing marketing psychology since day one. One of their most successful customer acquisition methods comes in the form of the free trial, which utilizes marketing psychology like the Endowment Effect to create feelings of brand loyalty. Once you’ve invited a customer to interact with your brand and products, they’re more likely to experience feelings of ownership which therefore lead them to assign a higher value to the information you serve up. You can get their foot in the door by offering a free trial, much like Amazon does with their coveted Prime services. I mean, once you’ve purchased something online and had it at your doorstep in less than an hour, are you really likely to go back to a basic Amazon experience? The numbers prove that, no, you’re not. After being offered a free premium trial to your services, customers are more likely to purchase further services. Amazon has always had a good grip on what customer acquisition strategies are the most effective, and free trials are no different.
Now that we’ve examined these 5 stellar examples of customer acquisition, you’re ready to get out there and craft your next campaign today!
nicolecordier
Nicole Cordier is a Marketing Intern at Zembula. A Journalism graduate from the University of Oregon, she is a Portland native who loves coloring, dogs and all things outdoors.
