Alex McEachern🌪️

Paid social CPMs spike to $20 in the weeks leading up to Black Friday, but many brands choose not to test lower CPM channels. Why are they so comfortable with leaving money on the table? Last week, I had the chance to chat with a paid media agency based in Canada. They shared that in their market, it was possible to get CPMs in the $2-$5 range for linear (traditional) TV ads during Black Friday. For brands looking to get a lot of top of funnel awareness (read, a lot of views!), the numbers tell you that it would probably make sense to at least test these channels with CPMs being ~10-25% the cost of paid social ads on Meta. But many marketers are hesitant to test those channels like TV because it's notoriously hard to measure their impact - making it a risky bet for their career and hard to justify to their boss. It's still not a fully solved problem, but post purchase surveys (coupled with a coupon) are a great way to start understanding the impact of these "hard to measure channels" and build confidence. Brands are already using surveys to understand the impact of their influencer marketing strategies - measuring the effectiveness of TV can be as simple as adding in "Saw you on TV" as a response to "How did you hear about us?" We've already seen examples of our customers using Zigpoll to do this. Manucurist used our surveys to identify that a lot of site visitors heard about their brand through a mention on Good Morning America. Jolly Mama used survey responses to build confidence in their decision to invest in PR, tracking that around 5% of their paying customers first heard about their products in articles on sites like Vogue. These are both 7 figure revenue brands making significant investments into "hard to measure" channels because they know it drives ROI. My understanding is that both also treated their initial testing of these channels as experiments that they allocated a smaller portion of their budget to. Once they saw early indicators that it was working via their surveys, they built the confidence to invest more from there. Hard to measure doesn't always mean no ROI! And getting the directional data you need to make decisions doesn't have to be complicated either.

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Purple Emails Redesigned. Here's why... Our team saw Purple's promotional email and wanted it to be as visually soothing as their mattresses are comfortable. (While staying conversion focused) Check out the breakdown below: #emaildesign #Emailmarketing #Purple

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Hey, LinkedIn Scroller! If you listen to any CRO or marketing podcasts, can you please comment below, or DM me? There's something I'd like to try with nohacks.show after the summer, but I really need to do my research first, so I'm doing my research first. And if you're not following nohacks.show go ahead and follow nohacks.show. Thank you in advance. #podcast Image prompt: Generate the most scroll-stopping image for LinkedIn ChatGPT 4o comment: Here is the image generated for a scroll-stopping LinkedIn post. It features a professional-looking woman confidently giving a presentation in a modern office setting. This vibrant and dynamic scene is perfect for catching attention on LinkedIn. Room for improvement: Vast

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