📰 NoGood News | Vol. 60
MMM for cracking the code and capturing the clicks
Hi NoGoodies,
Before we jump into another round of the NoGood News, here's a quick TL;DR of what's below:
The comprehensive guide to Media Mix Modeling
How to allocate your advertising budget in 2024Efficiently maximize user sign-ups
The best email marketing strategies for SaaS companiesGoogle and Yahoo's new email sender requirements
Get ahead and make sure you're prepared for these changes!
Ready? Let's get into it.
📲 Media Mix Modeling: The complete marketer's guide
Use Media Mix Modeling to distribute budgets in 2024
We’re cutting through the complexity to bring you a straightforward look at how MMM works, why it’s crucial for your marketing strategy, and how to implement it effectively.
Three ways to implement Media Mix Modeling:
1. Define objects and KPIs – This could be understanding the ROI of marketing channels or optimizing the marketing mix. Common KPIs include sales, website traffic, and conversion rates.
2. Data collection – Collect data on marketing spend across all channels and gather historical sales data corresponding to your chosen period.
3. Data preparation and cleaning – Aggregate data from various sources into a consistent format, clean it for inconsistencies, and segment data if necessary.
These are just a few of the many ways to integrate MMM into your marketing strategy. Browse our full list of steps and give us your take.
💻 Efficiently boost digital user sign-ups
Incorporate SaaS-oriented email marketing strategies
1. Segmented behavioral triggers – Sample behavioral triggers might look like “send an email to users who have been active in the last 7 days." This ensures that you are delivering user-relevant product recommendations.
2. User data story – Oftentimes, it is difficult for users to quantify how much value they are getting out of a SaaS product, so visualizing and communicating that value to them through their user data can help clarify that value.
3. Micro-conversions – Micro-conversions are small, easy, tangible actions that users can take before making the decision to upgrade to a paid subscription. These incremental actions present opportunities to tailor subsequent communications.
Be sure to check out our full breakdown for all our SaaS email marketing tips and tricks.
📧 Google and Yahoo's email sender requirements
Utilize platform changes to enhance your email marketing game
Here’s what you should be doing to prepare for the new requirements going into effect in February this year:
Make sure your "from" address uses a website domain you own
Set up a DMARC policy on your root domain
Make it easy for users to unsubscribe from your emails
By making inboxes safer and more spam-free, you are increasing your chances of reaching relevant, high-intent users through email marketing.
Are you prepared for the change? Be sure to browse our full list of preparation tips.
🎙 Q&A with an expert
A bi-weekly interview series with the best in the game
Q: With the rise of the creator economy, we're seeing fewer and fewer "real" people posting on social media. Instead, they opt to share in group chats and private online communities. How do you think this impacts content marketing strategies going forward?
A: This was essentially the massive shift that TikTok spearheaded in 2020. Short-form video made content creation more accessible for everyone to post online. This content democratization deemed TikTok a discovery platform, recognition surpassing connection to friends and family in terms of user priority. This is why, consequently, Instagram created Reels and YouTube created Shorts.
However, years without social media connection are making it a recent consumer desire. Smaller social platforms and new feature integration with connection in mind have exploded in popularity: think BeReal or close friends stories– because people lost the places where they were able to simply stay in touch with and follow non-creators. This is also why group chats have become very popular and conversational marketing has come into the fold– think WhatsApp connecting brands to consumers, branded chats on iMessage, etc.
✍️ We wish we wrote this
A curated list of the past 2 weeks' must-read articles:
5 charts on marketing for 2024 to navigate advertise in a cookie-less realm
How AI can strengthen teams and bolster your marketing messages
Maneuvering subreddits through niche-dependent filters to utilize Reddit for keyword research
👀 Keeping up on the socials
Because we know you like to stay in the know:
How Calvin Klein and Jeremy Allen White capitalized on reactive marketing
The marketing strategies and trends that will define 2024's growth landscape
e.l.f.'s Mean Girls movie marketing: The product placement that backfired