Tag Archives: canada

Infographic: Seven Salient (and Strange) Email Marketing Insights

ecommerce stats

When it comes to ecommerce, email marketing is one of the most powerful tools to increase conversions, meaning more sales and more subscriptions. Today we’ll go over an insightful infographic found here that has a few important points which may be hard to understand at first glance, and a couple of points I find contention with. Be sure to read the breakdown below the infographic! The infographic was originally posted on soundest.com. Let’s break it down Insight #1: Bigger businesses generate more orders (but have lower open rates?) Smaller businesses (5,000 member lists) enjoy an average open rate of 21.38%…

The post Infographic: Seven Salient (and Strange) Email Marketing Insights appeared first on The Daily Egg.

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Infographic: Seven Salient (and Strange) Email Marketing Insights

Web Development Reading List #166: Efficient Docker, CSP Learnings, And JavaScript’s Global Object

What fuels your work? What fuels your mind? What do you do on a non-productive day or when you’re sad? Nowadays, I try to embrace these times. I try to relax and not be angry at myself for not being productive.
And the fun fact about it? Well, most of the times when I could convince my mind that not being productive is nothing to feel bad about, things take a sudden turn: I get my ideas back, my productivity rises and, in effect, I even achieve more work than on an average day.

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Web Development Reading List #166: Efficient Docker, CSP Learnings, And JavaScript’s Global Object

Spotify Playlists To Fuel Your Coding And Design Sessions

Some like it loud, others need some steady beats to stay focused, others calm tunes. A while ago we asked on Twitter and Facebook what music the web community is listening to when coding and designing.
The answers were as diverse as the community itself and certainly too good to live an existence only in a Twitter discussion. That’s why we’ve compiled those hand-crafted spotify playlists, favorite artists, and loved soundtracks in this article to see which tunes fuel the web.

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Spotify Playlists To Fuel Your Coding And Design Sessions

How Sport Chek is getting more value out of their value proposition

Reading Time: 2 minutes

TL;DR Canada’s largest sporting goods retailer has a multi-faceted optimization program, but two recent tests revealed impactful insights about the company’s ‘Free Shipping’ value proposition. Read the full case study here.

The Company

Sport Chek is Canada’s largest national retailer of sporting goods, footwear and apparel. We partnered with Sport Chek just over a year ago and have been working together to optimize their e-­commerce experiences, with the goal of increasing conversions in the form of transactions.

While Sport Chek’s conversion optimization program is multi-faceted, two different tests recently revealed impactful insights about one of the company’s value propositions.

What is a value proposition?

Value proposition can be thought of as a cost versus benefits equation that shows your prospects’ motivation. But it’s all about perception: if your perceived benefits outweigh the perceived costs, your prospects will be motivated to act.

Motivation = Perceived Benefits - Perceived Costs

Michael St Laurent

All value propositions have varying degrees of value depending on how they’re interpreted and how they’re communicated. Your benefits hold different weight for different people―it’s all about finding out which of your benefits are perceived to be most important to your prospects.

Michael St Laurent, Optimization Strategist, WiderFunnel

The value of ‘Free Shipping’

Sport Chek offers free shipping on online orders over a certain dollar amount. Of course, offering some degree of free shipping is basically par for the course in today’s e-commerce world. It’s a Point of Parity―these are the features that are important to your prospects that you also share with your competitors (the basic entry requirements to the game).

The question in this case was: How can Sport Chek communicate this offer in a way that provides more value to their customers? How can they make this Point of Parity look like a Point of Difference​―a feature that’s important to the prospect and unique to your business.

Related: For more on Points of Parity, Points of Difference and Points of Irrelevance, check out Chris Goward’s post “U​se these 3 points to create an awesome value proposition​“.

In this case study, you’ll read about:

  • Two experiments, one on the cart page and one on the product page, that led to substantial lift for Sport Chek
  • An unexpected variable that revealed an insight about the company’s ideal ‘Free Shipping’ threshold

The results of these experiments showed that ‘Free Shipping’ is an extremely elastic value proposition point for Sport Chek. At varying “you-qualify-for-free-shipping” price points, there are major swings in user behavior.

In the past, their ‘Free Shipping’ offer was an under-utilized value proposition because it wasn’t being emphasized in the right way. Now, this value proposition point is more visible and being communicated with more clarity.

Read the full case study here

Learn more about how Sport Chek extracted more value from their value proposition. Read the full case study here.

The post How Sport Chek is getting more value out of their value proposition appeared first on WiderFunnel Conversion Optimization.

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How Sport Chek is getting more value out of their value proposition

Breaking Out Of The Box: Design Inspiration For July

With the summer holidays coming up, I’d like to share a couple of inspirational illustrations and photos which I hope will help you daydream and relax. There’s no doubt that there are a lot of great techniques out there — they just need to be discovered.
While going through this month’s collection, you’ll notice some pretty interesting and refreshing color combinations. I’ve made sure to include a good bunch we can all admire and learn from — I hope you’ll agree!

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Breaking Out Of The Box: Design Inspiration For July

The Making of a Localized Digital UK Marketing Campaign

Thinking about going global? Dip your toes in with a geo-targeted marketing campaign. Image via Shutterstock.

If your company is based in North America, you’re probably marketing to North Americans. Heck, even if you’re not based in North America, you might be focusing your marketing efforts on Americans.

We do it at Unbounce. Even though we’re Canadian, we focus our marketing primarily on the USA. We even spell things the way our friendly southern neighbors do (see what I did there?). Not to mention we schedule our emails, webinars, blog posts, marketing campaigns and pretty much anything else based on North American time zones.

Unbounce holiday video screenshot
Yes, we made a Canadian-themed holiday video filled with stereotypes like plaid-wearing curlers :)

I wrote a post a few months back titled “Kick-Start Your International Marketing Strategy by Leveraging Your Content.” In it I talked about how investing in a global marketing strategy isn’t as daunting as you might think, nor is it rocket science. It’s about taking what works and doing more of it.

Part of that strategy outlined hiring a local marketer, a “mini CMO” or a full-funnel growth marketer who is also a massively talented “doer” and can crank out impossible amounts of work (like our DACH Marketing Manager, Ben Harmanus, and our Brazilian Marketing Manager, Andrea Amaral).

But what about for places such as the UK, Ireland, Australia, New Zealand or — heck — even Canada? Do you hire a local marketer there?

Maybe you do, maybe you don’t. But what if I told you that you could implement a localized, geo-targeted digital marketing campaign without having to hire a local marketer or leave the comfort of your office?

We did it at Unbounce, and you can, too.

1. Create an online event for a specific region

The United Kingdom is Unbounce’s third largest market, right after the US and Canada. Even so, we had never done anything targeted to get more UK business. Nor had we done anything to address their unique concerns as customers (yet).

All our webinars are hosted at 11:00 am PST / 2:00 pm EST. This meant that any savvy marketer in the UK would have to watch a webinar in real-time at 7:00 pm GMT. Right between work and dinner — or wait, should I say supper?

Sure, our UK audience could always watch the recording — but what about that feeling associated with watching an event live? What about asking a question during Q&A? What about participating in the Twitter chat in real-time?

Enter UK Marketing Day.

UK Marketing Day landing page
Our UK Marketing Day landing page Made in Unbounce and integrated with Marketo.

The campaign idea was simple: to recognize the UK market by delivering something especially for them, a carefully curated online event — a virtual conference — scheduled in their time zone.

2. Partner with local marketers

Don’t have a local marketer (yet)? You don’t need one.

Partner with people who are local marketers.

For UK Marketing Day we partnered with Marketo and Citrix Gotowebinar. I know what you’re thinking — isn’t Marketo headquartered in San Mateo, CA? And isn’t Citrix Gotowebinar from Fort Lauderdale, FL? Yep, they are. But they also have UK offices. Which means they hired local marketers who knew the local market and would double and triple check my North American habits. And when you’re doing localized marketing campaigns the devil is in the details.

For example, when I wrote the initial landing page copy, I used the date format MMDDYYYY. Gemma Falconer, Campaign Manager, Northern Europe for Citrix Gotowebinar, quickly corrected my mistake before the campaign launched.

Date format by country
Oh hey look. The US is apparently the only country that uses the MMDDYYYY format.

Partnering with marketers and companies on the ground not only makes sure your localized, geo-targeted campaign is on point, it’s also huge in terms of reach and exposure.

Plus co-marketing allows two or more companies to work on a project together, doing less work for more reward. Who doesn’t want that?

By levering the relationships and reach of a partner, co-marketing campaigns are designed to deliver more leads, buzz and awareness, with less work.

While we could have just marketed this virtual event to our own UK audience, co-marketing offered us an incredibly valuable ingredient that should be part of every successful marketing campaign — localized or not.

3. Hammer down content and speakers

Should you get local experts to attract the local target audience? Or should you get international thought leaders? There is no wrong answer here.

For UK Marketing Day we decided to go with a mix of both.

We wanted to make sure we had a range of international speakers, local marketers and, most importantly, thought leaders who specialize in a range of marketing verticals (such as SEO, PPC, CRO and email).

We included Dave Chaffey, a well-known email and marketing automation expert in the UK and Europe, as well as Amy Harrison, a web copywriter based out of Brighton.

We called up PPC expert Purna Virji from Philly, and also Chicago-based Andy Crestodina, speaker and author focused on content marketing and analytics. Orbit Media, the agency Andy heads up actually responded with this when we asked Andy to partake:

We would love to join in on the UK love. We actually have a surprisingly large audience over there as well.

CRO expert Talia Wolf, based out of Israel, and international SEO consultant Aleyda Solís, based in Madrid, joined the day as well.

4. Market to your geo-targeted audience (and their neighbors!)

It may sound obvious, but make sure to market to your geo-targeted audience in their language (watch that North American spelling) and in their time zone.

UK Marketing Day promo tweet
3:00 am in Vancouver means it’s 11:00 am in the UK.

Schedule your social media posts, emails and blog posts (like the one I sent below) during their business hours.

UK Marketing Day email example

And invite their neighbors, too.

Although we blatantly called the event UK Marketing Day, we made a point to reach out to marketing folks in Ireland. And we ensured our email copy reflected that invitation.

UK Marketing Day tweet

5. Nurture your leads

The marketing campaign is done. What now?

In the pre-marketing phase, I sent an email to our Director of Campaign Strategy. I wanted to talk about what we could do with those fresh UK Marketing Day leads after we got ‘em.

Hey Corey,

UK Marketing Day is coming up. Which means it is going to end. Which means we need to think about nurturing those leads.

I would like to chat quickly about a lead nurture track that is keeps in mind localization. The last thing I want is a UK-dedicated marketing campaign and we drop the ball when it finishes.

Ideas I have:

  • A demo in the UK time zone.
  • A customer webinar that is in the UK

The most important element post-campaign? Make sure you don’t drop the ball on the localized marketing campaign you worked so hard to create. If you invite leads to a product demo after the campaign or host a “further down the funnel” webinar, make sure it’s scheduled during their business hours.

Is a localized campaign really necessary?

You might be thinking why go through all this trouble to create something localized? Is the ROI really there? Maybe, maybe not.

You don’t have to start big and hire a full-on dedicated EMEA team. You can also start smaller and initiate a localized marketing campaign.

My advice to you: If you’re planning on investing in a global go-to-market strategy, creating a localized marketing campaign before you even hire in that area is a great first step.

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The Making of a Localized Digital UK Marketing Campaign

Looking Back: One Year Of Microsoft Edge (Videos)

In 2015, Microsoft launched its first new browser in 20 years: Microsoft Edge. After 8 months, it’s on a great trajectory but we’re just getting started. Join us to learn about the progress we’ve made, feedback we’ve heard, and a whirlwind tour of improvements coming soon.


This video is from Microsoft Edge Web Summit, a free conference organized and staffed by the engineers building Microsoft Edge and Chakra. You can find a full day of technical talks covering the EdgeHTML rendering engine, the open-source Chakra JavaScript engine, and developer tools. You can hear what’s next for the web platform that powers Windows 10, straight from the engineers who build it, and you can get an inside look at powerful techniques and new tools to make your life as a developer just a little bit easier.

The post Looking Back: One Year Of Microsoft Edge (Videos) appeared first on Smashing Magazine.

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Looking Back: One Year Of Microsoft Edge (Videos)

40 Travel Icons To Spruce Up Your Designs [Freebie]

Have you been looking for nice icons to spice up your travel agency or the airline website? Today, we’re happy to release the Voyage Icon Set, a set of 40 free icons available in AI, EPS, PDF, SVG and PNG formats. This icon set was brought to you by Print Express and is free to use in private as well as commercial projects.
You may modify the size, color or shape of the icons.

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40 Travel Icons To Spruce Up Your Designs [Freebie]

The Smashing Mystery Riddle #4: Have You Figured It Out Yet?

Ah, these mystery riddles never stop, do they? To celebrate the launch of the SmashingConf Whistler, our very first conference in Canada, we’ve prepared a yet another riddle, and of course this time it’s not going to be any easier!
So, how does it work this time? Well, below you’ll find the first of a few hidden animated GIFs that contain a secret Twitter hashtag. Your job is to construct that hashtag as fast as possible.

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The Smashing Mystery Riddle #4: Have You Figured It Out Yet?

Desktop Wallpaper Calendars: July 2013

We always try our best to challenge your artistic abilities and produce some interesting, beautiful and creative artwork. And as designers we usually turn to different sources of inspiration. As a matter of fact, we’ve discovered the best one—desktop wallpapers that are a little more distinctive than the usual crowd.
This creativity mission has been going on for over five years now, and we are very thankful to all the designers who have contributed and are still diligently contributing each month.

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Desktop Wallpaper Calendars: July 2013