Email Marketing Metrics that will Help You Create Better Emails
There are no doubts about the fact that email is one of the most effective marketing channels. However, as email marketers, you need to know whether you are moving in the right direction and making the most out of your email marketing efforts or not. In order to measure the results of your efforts, there are a few best practices and metrics that you must monitor.
Each email campaign can be different with a different set of goals and different target markets, but here are the basic metrics that are common for every campaign and need to be taken into account for running successful email marketing campaigns.
The deliverability rate is the number of emails accepted by your recipients’ server. Calculated by dividing the number of emails delivered by the number of emails sent, the percentage tells you how many emails make it to the inbox. It is important to create emails that pass the spam test for various email servers. Emails that use trigger words in the subject line such as ‘Free trial’, ‘Increase sales’, ‘Earn money’, Best price’, ‘Guaranteed’, etc. get caught by the spam filter and end up in the recipients’ spam folder. Such emails that fail the spam test have a low deliverability rate.
The open rate determines how likely your users are to read your emails. This is one of the most important metrics that every email marketer needs to track, as your email campaigns will not work unless they are being opened and read. The key driver of open rates is the email subject line and the sender name. The more alluring the subject line is, the more likely are people to open the email to read it further. Using emoticons in the subject lines and keeping them short and crisp can play a huge role in improving open rates. When the message resonates with the target audience, the open rate goes up.
The click-through rate helps to determine how many people clicked on links in your email to visit your website or find out more about your offering. It tells you how well your campaigns are performing. The main factors that impact click-through rates are good design, relevant content, exciting offers, and enticing CTA. Sending out personalized emails to segmented email lists can help brands to target better and get more users to engage with the email. Get free HTML email templates to conduct A/B tests using various combinations of subject lines, design elements, email copy, CTA placement, colors, fonts, etc. to pinpoint what is working and what is not. This will help in sending the right email that gets maximum click-throughs.
The next thing to measure is whether the reader is performing the desired action such as making a purchase, filling up a lead form, taking a survey, or completing a download. The conversion rate measures the number of people who clicked through the email, completed a specific action, and moved forward in the sales funnel. This is the most important metric that determines the success of your email campaign. It is calculated by dividing the number of times the desired action was completed by the number of emails sent. Mailchimp email experts can help you measure your conversion rate and give insights into the overall performance of your campaigns.
The bounce rate is the percentage of your emails that do not get delivered to the recipients’ inbox. There are two types of bounces that marketers must pay attention to- soft bounce and hard bounce. Soft bounces occur when there are temporary problems such as inadequate space in the recipient’s inbox or a server error, while hard bounces are a result of permanent problems like incorrect or non-existent email addresses. It is of utmost importance to maintain a clean email list to avoid bounces. High bounce rates create a bad sender’s reputation for internet service providers (ISPs).
Email recipients who do not connect with your emails or are no longer interested in hearing from your brand often choose to unsubscribe. It is important to have an unsubscribe option in your emails and monitor the number of unsubscribes to have a healthy email list. Make sure you remove the unsubscribers from your email list, and if the unsubscribe rate keeps on increasing with each email, you might want to analyze and reconsider certain parameters to create better emails.
It is a good practice to include social sharing icons and a share option in the emails to increase email shareability. When the users find your emails useful or helpful, or when your brand is able to build a connection with the users, there are high chances of it getting shared more. The number of times your recipients forward the email or share it on social media plays a major role in determining the success of the email.
The overall return on investment is basically the total revenue divided by the total spend for the campaign. The ROI will give you a clear picture of whether the efforts, time, and money you are putting in your email campaigns are paying off.
While measuring these metrics is crucial to understand your subscribers and the performance of your emails better, there are various email automation platforms available that can make your job easy. Investing in Marketo certified experts, Mailchimp experts and HubSpot marketing automation platform is a good way to keep track of your email campaign metrics. If you do not wish to spend on creating emails from scratch, you can also download free HTML email templates that follow the best practices and give good results.
Kevin George is the head of marketing at Email Uplers, that specializes in crafting Professional Email Templates, PSD to Email conversion, and Mailchimp Templates. Kevin loves gadgets, bikes & jazz, and he breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on email marketing blog.
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August 11, 2020 at 12:49PM
Twitter now lets everyone limit replies to their Tweets
Twitter may describe itself as the town square, but that doesn’t mean you have to talk to everyone walking past your seat at the cafe. Today, to increase the amount of “meaningful conversations” that take place on Twitter, and to help people weed out abuse and spam in their replies, the company announced that it is rolling out a new feature where users can limit who replies to their Tweets.
After a brief run in beta, the feature is rolling out globally starting today to users of the iOS and Android apps, as well as twitter.com, Suzanne Xie noted in a blog post announcing the feature. TweetDeck is not yet supported, Twitter tells me.
A small globe icon will start to appear at the bottom of your Tweet, and if you do nothing, everyone will still be able to reply — this is the default option. Or, you can tap it and limit replies just to those who follow you; or just to those who you tag in the Tweet itself.
And, if you pick the third of these and tag no one, it’s also a way to broadcast a Tweet or a thread of Tweets with no replies at all. (This all applies to “open” accounts; those that have locked who can view their Tweets are limited by default; and it doesn’t seem to replace the option to hide replies, which Twitter launched last year. We asked and Twitter declined to make any update or statement on the ‘hide replies’ functionality.)
Those who can’t reply will get a greyed-out icon, but they can still view, Retweet, Retweet with Comment and “like” the Tweets.
The basic idea behind limiting replies is more control. Specifically, setting parameters around those who can reply can help the original poster curtail abusive or trolling replies, or to limit replies to keep the conversation on track. Both can be especially critical in a number of use cases common on Twitter. Those Tweeting about a sensitive issue or a political topic are classic scenarios that bring out trolls. And those trying to broadcast a conversation with a specific group (or indeed in a monologue) with the intention of making that conversation publicly viewable can now do it without interruption.
“Sometimes people are more comfortable talking about what’s happening when they can choose who can reply,” Xie wrote. “We’ve seen people use these settings to have conversations that weren’t really possible before. Starting today, everyone will be able to use these settings so unwanted replies don’t get in the way of meaningful conversations.”
Xie said that beta test feedback has been positive. Those using the feature said they felt more comfortable and protected from spam and abuse, and the feature is getting used: it found that those who have submitted abuse reports and had access to the new limit reply tool were three times more likely to use the settings.
It seems that limiting replies is more of a complement to, not a replacement for, muting and blocking: 60% of those using the limit replies feature weren’t already muting and blocking other users. Xie doesn’t mention how it is used alongside another spam-controlling feature Twitter launched last year, hiding replies.
People who are limited from replying directly can still retweet with a comment, and thus still inject whatever they want to say. But Xie noted that “these settings prevented an average of three potentially abusive replies while only adding one potentially abusive Retweet with Comment,” adding that there was no uptick in unwanted direct messages, either.
The feature getting announced today has been a while in the making, both from a product and even longer from an idealogical point of view.
The concept for limiting replies was first announced back at January at CES, when Kayvon Beykpour, Twitter’s VP of Product said that the primary motivation [for the feature] was control. “We want to build on the theme of authors getting more control and we’ve thought… that there are many analogs of how people have communications in life,” he said at the time.
The feature then formally started to roll out in a limited test in May, and the version that is getting turned on today looks just like that. (In fact, the screen shots are exactly the same, except with a more-recent date on the Tweets.)
But the bigger thinking behind new feature stretches back earlier than this year.
Twitter has long (as in years now) been working on creating better ways to channel its open-ended social platform to keep it from getting exploited and abused.
The issue stems from the platform’s basic DNA: Twitter was built around the idea of anyone being able to reply to anyone else, regardless of whether two users follow each other, or whether someone wants to hear a certain response. The issue, some argue, is that Twitter has dragged its feet because the open-ended aspect is actually in Twitter’s best business interest, since it encourages more engagement and use. (For a recent example of that argument pertaining specifically to Cancel Culture conversations, see here.)
Admittedly, it can be one of the more empowering feelings you can have on this big internet of ours, to be able to reply to someone on Twitter when you have an opinion on something, or just a question. Never mind that the reply may never come, or come from an army of trolls. And indeed, that open-ended aspect hasn’t always played out as a positive every time.
People, some of whom might be vulnerable or going through difficult situations, can be singled out for negative responses by other users, leading some of them to leave Twitter altogether, sometimes in very high-profile incidents. At a time when social media has become ever more influential and is being criticised by many asking whether it is fair enough, responsible enough and responsive enough in relation to the (incendiary and other) content that bounces around its playing fields, it has been a bad look for Twitter, and it’s been trying for years now to fix it.
I’m guessing that some will decry the move to limit replies as a curtailing of free speech and free expression, that it might give a stronger voice to those who are actually using Twitter to disseminate abusive information themselves, by potentially limiting how people can respond.
There are a couple of counter arguments, though. One is that people can still see and Retweet what someone says, one way of responding. And it’s worth pointing out that Retweet with Comment can still be pretty powerful: sometimes these tweets can go viral and be seen even more than the original Tweets themselves.
Xie noted that people will be able to see when replies have been limited, and that Twitter working on ways of making that more obvious. That might well include pointing people to further information elsewhere. And the new timeline containing “Retweets with Comments” launched in May gets four times more visits on Tweets using these settings, Xie said.
And there have, in fact, been a number of tweaks to reduce the amount of noise on the platform: last year Twitter turned on the ability to hide replies, and over the years Twitter has improved the process for reporting harassment (including a number of updates and tests around harmful language), blocking people (although it seems this has some people contesting it) and muting people.
And it’s worth pointing out that Twitter has been making a lot of efforts to better detect and help users report original Tweets that are abusive, discriminatory, contain fake news and the rest.
And that might be the most important point here. This is a net positive for the platform, but still just one step in a long journey to work on improving the climate on Twitter overall.
via Twitter – TechCrunch https://techcrunch.com
August 11, 2020 at 12:34PM
Twitter gives everyone the power to limit tweet replies (for real this time)
OK, this time Twitter means it.
What has since May been the prerogative of a select few has finally trickled down to the social media plebs. As of Tuesday morning, every Twitter user has the power to dictate who can — and crucially, by extension, who can't — reply to their tweets.
For a brief moment last week it appeared Twitter had quietly made the feature available to everyone with an update to the iOS mobile app. But alas, it was not to be. The Verge confirmed that the release notes were pushed in error, and no new feature was immediately forthcoming.
Until today, that is.
The new settings, ostensibly targeted at ending the scourge that is reply guys, lets users drop their outgoing tweets into three different buckets. The first, and most familiar, is what many people have today: Anyone and everyone (who isn't blocked) can reply to a tweet. The second takes into consideration who the tweeter follows, as only that follow list can respond to a tweet. The third restriction makes it so only people tagged in the initial tweet can reply.
"Tweets with the latter two settings will be labeled and the reply icon will be grayed out for people who can't reply," Suzanne Xie, Twitter's director of product management, explained in a press release. "People who can't reply will still be able to view, Retweet, Retweet with Comment, share, and like these Tweets."
While these new settings are framed as reducing possible harassment, they themselves are not without controversy. As the ACLU pointed out in May, public officials (like one Donald Trump) might use such a feature for ill.
"[Public] officials would be violating the First Amendment if they were to use this tool to block speakers on any accounts they've opened up for public conversation in their roles as government actors," read a statement from the organization at the time. "Nor should public officials use this tool to decide who can, or can't, reply to accounts they have opened up for requests for government assistance, which may be on the rise due to COVID-19."
In other words, what if Trump uses these settings to attack his political opponents while preventing them from replying?
When reached for comment, a Twitter spokesperson confirmed that the new settings will be available to the president — along with everyone else. You'll be able to access them on iOS, Android, and twitter.com.
Notably, when asked about Trump perhaps abusing the settings, the spokesperson pointed to the "retweets with comments" timeline as a way that people will be still able to engage with tweets from those who have limited reply options.
So don't worry, at least as things stand now, you'll always be able to quote tweet the end of civilization with something pithy.
via Mashable https://ift.tt/2DCFv97
August 11, 2020 at 12:33PM
2020 State of B2B Influencer Marketing (IM) Report from TopRank
With more than 350 brands surveyed and interviewed, the report enables B2B marketers to make better decisions about influencer marketing. With virtually all influencer marketing research to date focusing on B2C or the industry overall, this is the first report focused exclusively on B2B influencer marketing from one of the most trusted voices in the B2B marketing space.”
The report shows B2B marketers are optimistic about influencer marketing yet not confident about their ability to execute:
“Challenged by declining organic social reach, reduced brand trust and content attention deficit, many B2B marketers are turning to Influencer Marketing for improved credibility, connection and engagement,” said Lee Odden, co-founder and CEO of TopRank Marketing, “The 2020 State of B2B Influencer Marketing Report provides data informed strategies and best practices along with case studies and predictions for the future from the top brand B2B Influencer Marketing practitioners,” continued Odden.
The TopRank Marketing 2020 State of B2B Influencer Marketing Report is available for free download at http://pr.influencermarketingreport.com.
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August 11, 2020 at 10:46AM
Turning your Brand’s Niche Content into Marketable TikTok Videos
Curtis Ray, President and CEO of SunCor Financial
If you are looking to create successful, marketable content that the younger generation will find appealing, it’s time to drop the traditional marketing methods, put yourself in their shoes, and head over to the latest trend, TikTok, the current Gen Z hotspot, to start educating.
When it comes to Gen Z-dominated social media platforms, TikTok ranks #1. But what makes this platform so unique, especially for Generation Z? TikTok is a mobile phone app that allows users to create and share short videos on any subject. With clips ranging from 15 seconds to one minute, the app’s quick format has simplified the video creation and watching process, making sure neither takes much time or effort.
At SunCor Financial we have adapted a new marketing strategy that includes TikTok, targeting a newer generation on a trending platform. We have managed to gain nearly 41K followers and generated over 215K likes on TikTok over seven months. If your company is in a niche market or your subject matter may not be naturally attention-getting to the younger generations, TikTok might be the answer to make your content more digitally appealing.
What to Know When You’re Getting Started
The key to grabbing Gen Z’s attention through TikTok is simple: short, digestible content for the fast-paced society. For instance, most people find money concepts overly complicated. So, we make them into quick and compelling videos that the younger generation can listen to, understand and embrace. Most people, not just Gen-Zers, want to see content that provides them with value and that meets their needs. Rather than trying to sell them on your product or content right off the bat, you will find more success in educating them, through storytelling and sharing real-life scenarios.
Create Educational, Yet Entertaining Content
As a marketer, ask yourself: how do our products and services benefit a younger audience? How can we make our offering relatable to them? Start by educating TikTok users on the rules of the game. For reference, in our case, it is long-term financial security. They all want to play the game and win—but no one has ever told them how the game is played. Try to appeal to their common sense – less fluff and more reason. Now, when they hear what you say, it makes sense to them, and they want to ask for more information.
While brands will always have TikTok dances or the latest memes as competition for views, there are ways niche companies can gain the attention of users. Here are a few tried and true tactics:
Don’t get Discouraged
Although it can become tiresome to post videos and not get the traction you were hoping for, it is important to keep trying. TikTok is nonstop; perfecting your content takes time and energy. If your company is going social, it is important to remember that it requires a lot of discipline and trial and error. There will be posts that no one will like or comment on, but they see them. Keep posting.
As a parent, marketing financial security on TikTok hits a two-birds-with-one-stone tactic. A lot of parents want to teach their kids about money and set them up for a great future, but not many are sure about where or how to start. Brands like SunCor Financial are using less-than-traditional marketing methods to teach kids, tweens and teens about real-life best practices.
Without a doubt, this generation is complicated and hard to win over with traditional marketing. But with a clear, relevant and well-defined strategy on a trending platform, entrepreneurs can get their attention. It is precisely at this point, with the right tools and platforms, that professionals in niche markets can start marketing to the younger generation successfully.
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August 11, 2020 at 10:31AM
3 Easy Ways to Avoid Cryptocurrency Scams & Secure Your Money
Cryptocurrency is the future and it looks set to become a key element in banking and finance. After all, it has top-notch security and is almost impossible to hack, yet thousands of people are being scammed daily.
Discover how to prevent your investments from being compromised and secure your cryptocurrency today. Here we go over three critical risks and three solutions.
Public wifi networks
Checking your Bitcoin balance? Curious if you’ve received the money you’ve been waiting on? It might not take long to complete these tasks, but within these mere seconds, you can be robbed on an open network.
In short, if you’re on public wifi, you’re in danger. The hacker needs to just position themselves between you and the network and wait for you to log in. Once you’re logged in, he or she has your information data and can steal your cryptocurrency. Fortunately, you can avoid this situation.
The solution: Use VPN encryption
Secure your money and personal data with these essential privacy and security tools. The definition of VPNs is Virtual Private Networks, and they do as they say on the tin by shielding your activity from any snoopers. In addition, VPNs encrypt your data and make it almost impossible to steal. All you need is to turn on the app and connect to the VPN server of your choice.
Crypto phishing relies on your inattention and a range of social engineering tactics to steal your sensitive info. The most common phishing attempt when it comes to crypto theft is fraudulent emails. These emails appear to originate from your cryptocurrency provider and ask for your login info or warn you that someone tried to get into your account.
A sense of urgency is usually present, the messages warn that if you want to be safe, you need to log in to your account immediately. If you respond as the hackers intend, they can then steal your information and your cryptocurrency.
Fake websites are another consideration, they may look identical to the original but are purposefully built to steal your investments.
The solution: Use anti-phishing measures
Check every link and email address carefully. The best way is to avoid clicking on any link, rather type it into the address bar manually. Remember, no cryptocurrency provider will ask for your login information through email.
Unfortunately, it’s all too easy to fall prey to phishing attempts, particularly if you’re tired or not fully focused. For an additional layer of protection, consider using anti-phishing software to block suspicious sites and keep your sensitive data safe.
A compromised account
Whether it’s malware, you were hacked or your phone has been stolen, you stand to lose your investments if a hacker gets your private key. All it takes is one click on the pop-up and all your money is gone. But, what if you didn’t have to rely on one key alone?
The solution: Use multisig
Imagine your private key as a key to a safe. You put in a lot of trust in only one key and if your account is compromised, you could lose all your money. But you can mitigate the risk with multisig log-in processes.
Imagine having three keys:
Now, to use your cryptocurrency, you must use at least two keys. Yours and one from a Multisig provider. Multisig providers check your identity and location to ensure it’s you and then send an additional key. If you lose your phone, for example, a threat actor cannot access your intel because he or she has only one key.
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August 11, 2020 at 06:24AM
How to Manage Your LinkedIn Presence in 10 Minutes a Day
Want a better return for the time you spend on LinkedIn? Looking for a LinkedIn engagement plan to follow? In this article, you’ll find a plan for making the most of your time on LinkedIn to stay visible, build your network, nurture contacts, and find new opportunities. #1: Define Your End Goal for Using LinkedIn […]
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August 11, 2020 at 05:02AM
5 Different Types of Social Media Content to Create
To become successful in your social media campaign, you should post the right content on the right platform. As there are a ton of these platforms available, it may be confusing to understand the type of content that would work best in specific platforms. This is why we have explained below the different types of content you can create for social media and where to post them.
1. Written Blogs or Articles:
This is the most common form of social media content where, based on your knowledge and expertise, you can write blogs or articles. Writing takes a lot of time, especially when there are hundreds of contents out there talking about the same subject, hence your content needs to be the best quality and most informative. You can use social media platforms like LinkedIn and Facebook for these types of content. A short snippet of this can also be posted on Twitter.
The simplest way to grab user attention is via video content. Users prefer to watch a video over reading content as they need to make lesser efforts. Creating a good quality video is an expensive affair, but the reach of a video is really high. The content should not be blindly an advertisement for your company, but it should be something informative that the users find interesting to read and understand. YouTube is the best platform to create content as it is the king of video content. You can also share the same video on other platforms.
Visit AvaTrade YouTube page which has published content that talks about how to trade and help users to understand the world of trading. This is the best example of creating video content as the channel does not focus on promoting themselves but their informative content speaks heights about the company’s integrity towards customer care.
3. Sharing Links to External Content:
When you do not have the time to create new content, you can always share the work of others on social media by giving them the due credits. The advantage is that you can still keep your audience engaged, even if you have not worked on something new. The disadvantage is that you are letting your audience find a new page that shares valuable content just like you. The best platforms to publish these types of content are LinkedIn and Facebook.
Audiences love to engage with image content and which better platform to do this other than Instagram? Pinterest is also another popular social media platform where you can pin an image from your website so that the users click on the image and land on the website page. Remember, the competition is high, which is why the image quality needs to be really high.
Infographics use visuals to explain a concept. This is quite interesting, informative, and popular with the audience. You need to be graphically sound to be able to create such content. It can be shared on both Facebook and LinkedIn to reach out to your audience.
Start Building Successful Social Media Presence Today!
Implementing these content strategies will make sure that the hard work you have given into creating the content pays off. As you get involved in social media more and more, over time, you will learn the type of content that resonates with the audience of a particular platform. Doing trial and error is the best way to learn what works for your content type.
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August 11, 2020 at 04:11AM
Beware bankers talking TikTok
The next few weeks are going to be critical for ByteDance-owned TikTok. The company is weeks away from a ban signed by President Trump, and while the company is expected to sue the U.S. federal government this week to block it, clearly the company’s future has at least storm clouds on the horizon.
That has led to massive speculation about who might purchase TikTok and save it from its precarious situation. The leading contender so far in media reporting has been Microsoft, with multiple press reports indicating that Microsoft CEO Satya Nadella has talked with President Trump about an outline of how a deal could be consummated. Trump has indicated he wants the buyer to pay some sort of tithe to the federal government, an argument that might even make sense for a suitor like Microsoft in the right circumstances.
Over the past week and weekend though, we are starting to get more and more names outside of Microsoft that are supposedly interested. We’ve heard Apple mentioned, and Twitter has been discussed heavily. SoftBank (which owns part of ByteDance in the Vision Fund) has been rumored to be a contender. Google was formerly in talks about potentially buying the app late last year, and presumably could stay in the mix. And private equity firms are also supposedly sniffing around the opportunity.
Here’s the deal though: All of this — outside of Microsoft’s potential deal — seems completely like smoke.
Apple has actively denied any interest in buying the company, which shouldn’t be surprising, as it makes no strategic sense whatsoever. Other supposed suitors have been more lukewarm with the typical PR blandishments that their companies “consider all strategic opportunities.”
What’s going on is that TikTok is an extremely valuable property, potentially worth tens of billions of dollars. But it is only worth that value if the company can find a number of deep-pocketed buyers who are willing to bid the price up. If Microsoft is the only suitor, then TikTok’s price may well be shockingly low.
So what do the investment bankers at the heart of the deal do? They run the deal around to every corporate development department in the country, and they leak the information to reporters to try to drum up FOMO in other departments, all in the hope that a board member somewhere starts asking, “Hey, why aren’t we taking a deep look at this?” Heck, I’m sure even Oracle is taking a look — they have data centers and “synergy” potential, and its CEO Safra Catz is a major Trump supporter as well, and could navigate the coming policy shenanigans.
Yet, the reality of the deal is the same: There just aren’t that many companies that can even consider an acquisition. Facebook is out on antitrust. Japan-headquartered SoftBank is out on foreign company concerns (the very reason why TikTok is in this position in the first place). Apple isn’t interested, and even companies like Twitter, popular and strategic as they are, don’t have the cash. Twitter is worth less than $30 billion in market cap today — can they really afford to spend, say, half the company on an acquisition? How much of a writedown would ByteDance have to take to make Twitter a logical fit?
Most of this smoke about interest is designed to push Microsoft to make a fair deal. It’s designed to encourage them to sweeten their offer, lest one of these other “suitors” potentially becomes interested. Yet, the timing of a deal (it needs to be done in a matter of weeks right now) and the scope of the price effectively precludes all but one buyer today.
So, beware bankers talking TikTok. We’re going to get a bunch of names of potential acquirers. Unless there is hard evidence of deep interest, I am going to remain skeptical of all the rumors.
via Twitter – TechCrunch https://techcrunch.com
August 11, 2020 at 02:03AM
How to Create 4 Facebook Custom Audiences That Convert
Want better Facebook ad results? Do your Facebook ads reach the right people at the right point in the customer journey? In this article, you’ll learn how to develop Facebook audiences for cold, warm, and hot prospect targeting and deliver ad creative that reaches hot prospects who abandon their carts mid-purchase. To learn how to […]
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August 10, 2020 at 05:01AM