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  • Navigating International Markets with the 3 A's: Aggregation, Arbitrage, and Adaptation in Marketing

    Businesses are expanding their horizons beyond their home markets. This expansion brings with it the challenge of adapting marketing strategies to diverse international landscapes. Enter the "Three A's" of marketing strategy: Aggregation, Arbitrage, and Adaptation. These strategies are essential tools for companies seeking to strike the right balance between cost efficiency and local responsiveness in international marketing. Let's dive into each strategy, exploring real-world examples, relevant statistics, and credible sources. Aggregation Strategy: Leveraging Commonalities Aggregation strategy involves identifying commonalities among target markets and leveraging a firm's unique capabilities to create value. By focusing on similarities, companies can streamline their marketing efforts while delivering products and services that resonate across multiple markets. Example: Apple's Global Success Apple's success in international markets is a testament to the power of aggregation strategy. The company offers a consistent product lineup worldwide, tailored to meet universal consumer desires for sleek design, user-friendly interfaces, and seamless integration. This approach has paid off: In Q4 2020, Apple reported $64.7 billion in international sales, accounting for 59% of its total revenue1. Statistical Insight: According to a McKinsey survey2, companies that adopt a standardized approach to marketing across regions have a 31% higher total return to shareholders. Arbitrage Strategy: Capitalizing on Differences Arbitrage strategy involves identifying and exploiting differences between markets to create value. Companies choose pairs or groups of countries based on unique factors that allow them to optimize costs or take advantage of regulatory variations. Example: McDonald's Localization Strategy McDonald's is a prime example of using arbitrage to succeed in diverse markets. The company tailors its menu to local tastes while maintaining core offerings. For instance, in India, where a large portion of the population is vegetarian, McDonald's offers an extensive range of vegetarian options. In 2020, McDonald's reported $10.81 billion in revenue from the International Lead Markets segment. Statistical Insight: The World Bank reports that global trade flows have grown from $5.3 trillion in 2000 to $18.1 trillion in 20194, highlighting the increasing importance of arbitrage strategies in international business. Adaptation Strategy: Meeting Local Demands Adaptation strategy is employed when a market is significantly different from the home country, but not different enough for arbitrage. Companies focus on tailoring their offerings to meet specific local demands while maintaining a degree of consistency. Example: Coca-Cola's Regional Variations Coca-Cola's regional adaptations demonstrate the power of adaptation strategy. While keeping its signature product consistent, the company creates unique flavors and packaging to cater to local preferences. In Japan, for instance, the company introduced "Coca-Cola Clear," a transparent cola. In 2020, Coca-Cola's international revenue stood at $19.5 billion5. Statistical Insight: A survey by Accenture Strategy found that 58% of consumers are more likely to buy from retailers that offer personalized experiences6, highlighting the importance of adaptation in modern marketing. Conclusion In the dynamic landscape of international marketing, the Three A's—Aggregation, Arbitrage, and Adaptation—offer distinct strategies to address the challenges of cost reduction and local responsiveness. By understanding the nuances of these strategies and tailoring them to specific markets, businesses can position themselves for success on a global scale. Whether it's Apple's universal appeal, McDonald's localized menu, or Coca-Cola's regional adaptations, these strategies showcase the art of balancing global vision with local flavor. Remember, the choice of strategy depends on factors such as cultural differences, economic conditions, and regulatory variations, all of which can be assessed using frameworks like the CAGE framework. As businesses continue to explore new horizons, the Three A's remain powerful tools for crafting effective international marketing campaigns. Sources for Introduction: Harvard Business Review (2018). The ABCs of Global Marketing. Link Khan, S. (2019). The Three A’s of Global Marketing. Link The Balance Small Business. (2021). What Is International Marketing? Link Footnotes Apple Inc. (2020). Fourth Quarter Results. Link ↩ McKinsey & Company (2018). The Power of Parity: How Advancing Women's Equality Can Add $12 Trillion to Global Growth. Link ↩ McDonald's Corporation (2020). 2020 Annual Report. Link ↩ World Bank (2020). World Development Indicators: Trade. Link ↩ The Coca-Cola Company (2020). 2020 Annual Report. Link ↩ Accenture Strategy (2019). The Secret to Winning Customers' Hearts. Link ↩

  • Upsway Marketing Named a Top Digital Marketing Agency by DesignRush

    ATLANTA, GA - Upsway Marketing, a digital marketing agency, has been recognized by DesignRush as a top agency for their exceptional campaign design. DesignRush is a trusted online guide that connects businesses with reputable marketing agencies to help them achieve their marketing goals. The organization carefully analyzes and evaluates digital marketing agencies, using expertise, quality of work, and customer satisfaction to determine the best. Upsway Marketing is honored to be recognized for their expertise in campaign design. Their innovative and creative approach to marketing has helped businesses of all sizes increase their online presence and reach their target audiences. "We are thrilled to be recognized by DesignRush as a top digital marketing agency," said Upsway Marketing founder Nick Fernandez. "Our team works tirelessly to deliver exceptional client results through strategic and effective campaign design. This recognition is a testament to our commitment to excellence." Upsway Marketing offers various digital marketing services, including social media marketing, SEO, email marketing, and more. Their team of experienced professionals works closely with clients to develop customized campaigns that drive traffic, increase conversions, and boost revenue.

  • Upsway Marketing Shares Expert Social Media Strategies for Home Professionals in Featured Porch Post

    ATLANTA, GA - Upsway Marketing, a leading provider of digital marketing solutions for startups and small businesses, has recently been featured on Porch, a popular home services platform, for its expert insights on social media strategies for home professionals. In the featured guest post titled "Social Media Strategies for Home Professionals: Tips from the Experts," Upsway Marketing's team shared their extensive knowledge on how home professionals can leverage social media to grow their business, build their brand, and engage with their customers The post covers a range of topics, including the importance of having a social media presence, how to choose the right platforms for your business, tips for creating engaging content, and strategies for measuring the success of your social media campaigns. Read the full article:

  • Upsway Marketing Partners with Georgia FirstGen to Empower First-Generation Students

    Upsway Marketing is a digital marketing agency that provides social media and website management services to businesses across diverse industries. Upsway's founder, Nick Fernandez, recently joined the Georgia First Generation Foundation executive board as the Marketing Director. Georgia FirstGen is a non-profit organization that works to provide educational opportunities to first-generation students in Georgia. With a mission to support young students in pursuing higher education, Georgia FirstGen needed a comprehensive digital marketing plan to increase its outreach and engagement. As Nick joined the executive board, he realized the first step toward achieving the Foundation's goal was to build a website that amplified its mission and vision. They needed an impactful digital presence to mobilize the community and create awareness about the Foundation's programs. Nick and his team decided to create a user-friendly website to host all the essential information about the Foundation's work and upcoming events. The agency also designed a section dedicated to stories of Georgia's first-generation students and their success stories. This section highlighted the Foundation's impact on the community and provided a platform for students to share their experiences and inspire others. Once the website was live, the team focused on developing a robust social media presence to create awareness about the Foundation's work and encourage community support. They started by identifying the Foundation's target audience - first-generation students, family members of first-generation students, and communities that believe in educational equality. They then formulated a social media plan that involved creating a consistent brand voice and identity, showcasing the impact of the Foundation's programs, and creating regular engagement with the community. To achieve these goals, the Upsway team created social media content that would connect with the audience. They used powerful graphics, videos, and testimonials to showcase the Foundation's impact, highlight student stories, and call for support. The team also developed a content calendar that ensured consistency across all relevant social media channels. These efforts resulted in a significant increase in the Foundation's outreach and engagement. More students became aware of the Foundation's programs, the community began supporting the Foundation's mission, and social media engagement increased, leading to a next-level representation of the Foundation. In conclusion, Nick's work with Upsway Marketing in developing a website and social media strategy for Georgia FirstGen exemplifies the role of digital marketing in advancing the mission of non-profits. By creating a solid online presence, Georgia FirstGen was able to amplify its message, inspire the community to support their work, and make a meaningful impact in the lives of first-generation students in Georgia.

  • Upsway Marketing Recognized for Responsiveness & Mobile-Friendly Web Development

    ATLANTA, GA – MARCH 6, 2023 – Upsway Marketing, a growing Georgia-based digital marketing agency, has been recognized by DesignRush as one of the top marketing agencies that provide responsive and mobile-friendly website development to small businesses. As the world continues to move towards mobile devices, having a website optimized for mobile use has become more critical than ever. With more than half of all website traffic coming from mobile devices, businesses must ensure that their website is responsive and mobile-friendly. Upsway Marketing has been helping small businesses across Georgia, and even the United States create engaging, mobile-friendly websites to attract and retain visitors. The company's team of experts has years of experience creating responsive designs that provide a seamless user experience across all devices. "Being recognized by DesignRush in their Web Development Companies Press Release as one of the top marketing agencies that provide responsive and mobile-friendly website development is a huge honor. We understand the importance of having a strong online presence, and we are committed to helping small businesses in the U.S. to achieve their online marketing goals," said Nick Fernandez, founder of Upsway Marketing. In addition to website development, Upsway Marketing offers a wide range of digital marketing services, including search engine optimization, social media marketing, email marketing, and more.

  • 4 Reasons Why Website Responsiveness & Mobile-Friendliness Is Crucial

    Having a responsive and mobile-friendly website is no longer an option; it's a necessity. With the increasing use of mobile devices and various screen sizes, ensuring your website adapts seamlessly to different platforms is crucial. In this blog, we'll explore four compelling reasons why website responsiveness and mobile-friendliness are essential for the success of your online presence. 1. Improved User Experience User experience (UX) is at the core of a successful website. When visitors land on your site, they expect it to load quickly, navigate easily, and provide a smooth browsing experience. A responsive and mobile-friendly website delivers just that. Key Points: Faster Load Times: A responsive website ensures that your pages load quickly, even on mobile devices, keeping visitors engaged and reducing bounce rates. Optimal Viewing Experience: Mobile-friendly design adjusts the layout and content to fit different screen sizes, eliminating the need for users to zoom in or scroll horizontally. Easy Navigation: Intuitive navigation on mobile devices enhances user satisfaction, making it more likely for visitors to stay on your site and explore further. 2. Better SEO Ranking Search engines, particularly Google, consider mobile-friendliness as a significant factor when determining search rankings. Websites that are not optimized for mobile devices may be penalized in search results, leading to lower organic traffic. Key Points: Google's Mobile-First Indexing: Google now predominantly uses the mobile version of a website to index and rank pages. Having a mobile-friendly site ensures that your content is indexed and ranked properly in search results. Lower Bounce Rates: A mobile-friendly design reduces bounce rates as users are more likely to stay and engage with your content. Lower bounce rates can positively impact your SEO ranking. Higher Click-Through Rates (CTR): Mobile users are more likely to click on search results that display the "Mobile-Friendly" label, leading to higher CTR and improved search visibility. 3. Wider Audience Reach With the increasing popularity of mobile users, neglecting mobile-friendliness means missing out on a significant portion of your potential audience. Key Points: Mobile Internet Usage: Mobile devices account for a substantial portion of internet usage worldwide, and this trend is only increasing. Targeting Mobile Users: Having a mobile-friendly website allows you to reach users who primarily browse the internet on their smartphones or tablets, broadening your audience reach. 4. Competitive Advantage Having your website stand out from the crowd is essential. A responsive and mobile-friendly website can give you a competitive advantage over businesses that haven't optimized their sites for mobile users. Key Points: Positive Brand Image: A well-designed mobile experience reflects positively on your brand, making it appear modern, professional, and customer-centric. Engaging Mobile Users: With mobile-friendliness, you can better engage and convert mobile users, potentially increasing leads, sales, and revenue. Adapting to Future Trends: Embracing responsiveness now prepares you for future technological advancements and ensures your website remains relevant and functional across all devices. Conclusion: In the mobile-first era, website responsiveness and mobile-friendliness are not mere options but necessities. Providing an excellent user experience, boosting SEO rankings, reaching a wider audience, and gaining a competitive edge are all critical benefits of optimizing your website for mobile devices. By investing in responsive web design and staying attuned to the needs of your mobile audience, you can create a compelling online presence that fosters growth and success in the digital landscape.

  • Linkedin’s Post-Scheduling Feature: How To, Pros & Cons

    LinkedIn's scheduling feature allows users to schedule posts in advance, saving time and improving consistency in their social media marketing efforts. Here are some steps and pros and cons to consider: Steps to Schedule a Post on LinkedIn: Log into your LinkedIn account and navigate to your profile page. Click on the "Start a post" button. Compose your post as you usually would. Click on the calendar icon next to the "Post" button and select "Schedule for later." Choose the date and time you want your post to be published. Click on "Schedule" to confirm your post. Pros of LinkedIn Schedule Post Feature: Saves time: Scheduling posts in advance allows users to create content in batches and schedule them in advance, freeing up time for other tasks. Consistency: Scheduling posts ensures that content is posted regularly, which helps to build an engaged audience over time. Flexibility: Users can schedule posts for times when their audience is most active, even if they are unavailable. Better analytics: Scheduled posts allow users to better analyze their social media marketing efforts and determine the best times and types of content to post. Cons of LinkedIn Schedule Post Feature: Lack of spontaneity: Scheduling posts means that users cannot respond to real-time events or trends as they happen. Loss of engagement: Scheduling posts in advance can result in a loss of engagement with the audience if the content is no longer timely or relevant at the time of publication. Dependence on automation: Overreliance on schedule can lead to a lack of personalization, negatively impacting engagement. Over-scheduling: Over-scheduling content can lead to audience fatigue and a loss of interest in the brand or individual.

  • 9 Spring Cleaning Tips for Your Digital Marketing

    Spring is the perfect time to give your digital marketing efforts a fresh start. Just like your home, your digital marketing also needs some spring cleaning. This blog post will discuss some tips for spring cleaning your social media, website, and graphic design to improve your digital presence. 1) Social Media a. Review Your Strategy Take a close look at your social media strategy and evaluate what worked and what didn't. Identify the channels bringing the most engagement and adjust your plan accordingly. Consider adding new tracks or revamping your content to engage your audience better. b. Clean up Your Profiles Review your social media profiles and make sure they are up to date. Update your profile pictures, headers, and bios. Remove any outdated information or irrelevant posts. This will help your profiles look fresh and professional. c. Refresh Your Content Refresh your social media content by creating new posts or repurposing old content. Consider using seasonal content or themes to give your content a fresh spin. This will keep your audience engaged and attract new followers. 2) Website a. Check for Broken Links Go through your website and check for broken links. You can use tools like Broken Link Checker to identify and fix broken links. This will improve your website's user experience and keep visitors on your site longer. b. Optimize Your Website for SEO Optimize your website for search engines by ensuring that your website is mobile-friendly, has meta tags, and includes relevant keywords. This will improve your website's visibility in search engine results pages (SERPs). c. Update Your Website's Content Keep your content fresh and relevant to your audience. Update your website's content by adding new pages or revamping old ones. Consider adding a blog section to your website to provide valuable content to your audience and improve your website's SEO. 3) Graphic Design a. Update Your Branding Review your branding and update it if necessary. Your branding should reflect your company's values and personality. Consider refreshing your logo or revamping your brand colors to reflect the new season. b. Refresh Your Design Assets Refresh your design assets, including your website graphics and social media visuals. This will keep your brand looking fresh and up-to-date. Consider using seasonal graphics or themes to give your designs a new spin. c. Organize Your Design Files Organize your design files to make it easier to find what you need. Use naming conventions and folders to keep your files organized. This will save you time and reduce the risk of losing important files. Conclusion In conclusion, spring-cleaning your digital marketing efforts can improve your online presence, attract new followers, and keep your audience engaged. Following these tips, you can refresh your social media, website, and graphic design to keep your brand looking its best.

  • 6 Social Media Tips for Nonprofits to Increase Engagement

    Social media has become essential for nonprofits to increase their visibility, reach a larger audience, and engage with their supporters. However, managing social media can be overwhelming, and nonprofits must know how to maximize their social media efforts. In this blog post, we will discuss some social media tips for nonprofits to help them effectively use social media to support their cause. 1) Define your goals Before you start posting on social media, defining your goals is crucial. What do you want to achieve with your social media presence? Do you want to increase awareness of your cause, raise funds, or recruit volunteers? Defining your goals will help you determine what type of content you should post, what platforms to use, and how to measure success. 2) Know your audience Knowing your audience is essential to create engaging content that resonates with them. Understand their demographics, interests, and pain points, and use this information to create content that addresses their needs. Also, consider your platform and how your audience interacts with it. For example, Instagram is more visual, and Twitter is more conversational. 3) Create a content calendar A content calendar helps you plan and organize your social media posts in advance. It ensures you have a steady flow of content and don't miss any important events or campaigns. Create a monthly or weekly calendar and include important dates, holidays, and events relevant to your cause. 4) Use visuals Visuals are essential on social media. They grab attention and help your posts stand out in a crowded feed. Use high-quality images, videos, and graphics to illustrate your message. Also, ensure your visuals are consistent with your brand and messaging. 5) Engage with your followers Social media is a two-way communication channel. Engage with your followers by responding to comments and messages and asking for their opinions and feedback. This helps you build a strong relationship with your audience and create a community around your cause. 6) Measure your success Measuring your social media success is essential to improve your strategy and to achieve your goals. Use social media analytics to track your performance, including engagement rates, follower growth, and website traffic. Use this information to adjust your strategy and create more compelling content. Conclusion In conclusion, social media can be a powerful tool for nonprofits to increase their visibility and support their cause. By following these social media tips, nonprofits can create engaging content, build a strong community, and achieve their goals.

  • 5 Digital Marketing Tips for Painting Contractors to Boost Business

    As a painting contractor, you have a lot on your plate. You're busy running your business, managing your team, and ensuring customer satisfaction. However, it would be best to start thinking about digital marketing to grow your business. In this blog post, we'll share five digital marketing tips that will help you boost your business and reach more customers. 1) Optimize Your Website for Search Engines Your website is the foundation of your digital marketing strategy. It's the first thing potential customers will see when searching for your services online. To ensure your website is SEO-friendly, you must optimize it for search engines. This means including keywords relevant to your business, optimizing your images and videos, and ensuring your website loads quickly. 2) Use Social Media to Reach Your Audience Social media is an excellent way to reach your audience and build your brand. You can use social media platforms like Facebook, Instagram, and Twitter to share photos of your work, offer promotions, and engage with your followers. Ensure you post regularly and interact with your followers to keep them engaged. 3) Utilize Email Marketing to Stay in Touch with Customers Email marketing is a powerful tool for staying in touch with your customers and promoting your services. You can use email marketing to send newsletters, special promotions, and updates on your business. Ensure you have a signup form on your website, so customers can easily subscribe to your emails. 4) Invest in Local SEO If you want to reach local customers, you need to invest in local SEO. This means optimizing your website and online listings for local keywords and phrases. Make sure your Google My Business listing is up-to-date and accurate, and include your business address and phone number on your website. 5) Consider Paid Advertising Paid advertising can be an effective way to reach new customers and grow your business. You can use platforms like Google Ads and Facebook Ads to target specific audiences and promote your services. Set a budget and track your results to maximize your advertising spend. Conclusion Digital marketing can help you reach more customers and grow your painting business. You can build your brand and reach new customers by optimizing your website for search engines, using social media, utilizing email marketing, investing in local SEO, and considering paid advertising. Remember to track your results and adjust your strategy to achieve the best results.

  • 5 Creative Ways To Get Online Reviews

    Why Is It Important To Have Online Reviews? Online reviews are essential because they provide valuable insight into the quality of a product or service. They help potential customers make informed decisions about what to buy, and they can also provide valuable feedback to the companies behind the products or services. Reviews can also help build trust with customers, as they can give an unbiased opinion from someone who has experienced the product or service firsthand. Additionally, online reviews can help businesses identify areas where they can improve their offerings and better serve their customers. Here are five ways to increase your online reviews. 1. Create a customer rewards program that encourages customers to leave reviews in exchange for discounts or other rewards. Creating a customer rewards program is a great way to incentivize customers to leave reviews of your business. First, decide what rewards you want to offer customers in exchange for reviews. Examples could include discounts on their next purchase, free coupons, gift cards, or even exclusive access to products or services. Once you have decided on the type of rewards, set up a system to track when customers leave reviews. You could use a loyalty program or a points system or enter customers' information manually when they leave a review. Finally, let your customers know about the rewards program so they can take advantage of it. You can do this through email, social media, or by including information on your website. Creating a customer rewards program can motivate your customers to leave reviews and increase customer loyalty. 2. Send out surveys to customers after using your services or products and ask them to leave a review. Sending out surveys to customers after using your services or products is an excellent way to get valuable feedback and gauge customer satisfaction. Here are some tips to help you successfully send out surveys: Create an email template that you can use to send out surveys. Ensure your email is friendly and informative and clearly explains why you are sending out the survey. Personalize the email. Include the customer's name, a brief introduction, and a thank you for using your product or service. Please include a link to the survey so that customers can easily access it and fill it out. Send out the survey shortly after the customer has used your product or service to keep their experience fresh in their memory. Ensure the survey is easy to read and understand, with clear instructions and an easy-to-follow format. Give customers an incentive to fill out the survey, such as a discount or free product. Follow up with customers who have not filled out the survey to remind them and encourage them to do so. Following these tips will help you get the most out of your customer surveys and help you to improve your products and services. 3. Ask satisfied customers to leave a review when they leave a positive comment on social media. Asking satisfied customers to leave a review when they leave a positive comment on social media is a great way to boost your business's online presence. Here are some tips for how to do this effectively: Thank your customers for their positive comments, and let them know how much you appreciate their feedback. Invite them to leave a review on your website, Google, or another third-party review site. Offer a special incentive or discount code for leaving a review. Make sure the review process is easy. Follow up with customers after they have left a review to thank them again and let them know how much you appreciate their feedback. 4. Feature customer testimonials on your website and reach out to those customers to ask them to leave a review. Feature customer testimonials on your website to build trust and credibility with potential customers. Testimonials allow customers to hear from real people who have used your product or service and can provide helpful insights and experiences. Additionally, reaching out to those customers to ask them to leave a review can benefit your business as reviews can give you feedback on how to improve and also help boost your organic visibility on search engines. 5. Reach out to influencers and ask them to review your product or services. Reaching out to influencers is a great way to get your product or service in front of a larger audience. Influencers typically have a large and engaged following, so by collaborating with them, you can tap into that audience to promote your business organically and authentically. Additionally, influencers can provide valuable feedback on your product or service, which you can use to improve and increase customer satisfaction. Connecting with influencers is a great way to expand your reach, gain more exposure, and increase your customer base. Here is a template for asking influencers for reviews: Hi [Name of Influencer], We hope you are doing well. We are the [Name of Company] and create [Description of Product or Service]. We noticed that you are an influencer in the [Industry] industry, and we would love to send you a complimentary product or sample of our services to review. We believe that an endorsement from you would be a great way to introduce our product or services to your audience, and we would be more than happy to offer you a discount code for your followers. We look forward to hearing from you and seeing what you think of our product or service. Thank you for your time, and we hope to hear from you soon. Sincerely, [Name of Company] Online Reviews Are Underestimated! Online reviews can be beneficial for customers to get an idea of what to expect from a product or service. Reviews can also provide valuable insights to businesses, helping them make improvements and understand what customers are looking for. It's important to remember that considerations should be taken with a grain of salt, as everyone's experiences may differ.

  • 50 Email Marketing Tips for Small Business Owners

    Email marketing is a great way for small businesses to reach out to their customers, build relationships, and ultimately increase sales. It is cost-effective and allows businesses to target specific customers with tailored messages easily. Email marketing also allows businesses to measure their success, track customer engagement, and identify areas for improvement. By sending out regular emails, businesses can remind customers of their products and services and stay top of mind. Email marketing can also help businesses build their brand, create loyalty, and increase word-of-mouth referrals. Here are 50 email marketing ideas to help you grow your business: Create personalized email campaigns Use segmentation to target specific customer groups Send out a customer survey Offer special discounts and promotions Send out a newsletter Try out A/B testing to determine the effectiveness of your email campaigns Use automation to send out triggered emails Send out birthday messages Share relevant content with customers Create a loyalty program Personalize subject lines Keep emails concise and to the point Use eye-catching visuals Take advantage of seasonal offers Use autoresponders Incorporate social media channels in your emails Offer free samples Request feedback from customers Use a consistent email template Use automated messages to welcome new subscribers Promote user-generated content Offer bonus points Send out exclusive offers Send out thank-you emails Offer incentives for referrals Use email to announce new products Host a webinar Use a plain text email Make sure emails are mobile friendly Send out “how to” guides Use humor in your emails Incorporate a countdown timer Feature customer stories Use urgency phrases Include a call to action Ask for reviews Offer a free trial Send out tips and tricks Create a giveaway Use GIFs Link to helpful resources Send out a “first look” Offer a loyalty program Use email to announce events Feature customer testimonials Try retargeting Provide helpful advice Use interactive elements Send out an email series A/B test your subject lines

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