| In This Issue:
* NEWS AND COMMENT * 1 in 10 Americans Buy Coupons From Deal Sites One in 10 Americans - 23 million Americans — have bought a coupon from an online deal site such as Groupon or LivingSocial in the past year, according to research for the American Institute of Certified Public Accountants by Harris Interactive. The AICPA's survey of 1,005 U.S. adults conducted in March 2010 found that 49 percent of coupons were for items 'needed' and 48 percent for items 'wanted'. Interestingly, half of men (53 percent) bought coupons for products or services they 'wanted', while 53 percent of women bought coupons for items they 'needed'. Click here to comment on this article 
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* FEATURE ARTICLE * Should You REALLY Follow Your Passion? There are two main schools of thought when it comes to whether or not you should build a business based on what you're passionate about. Some argue that if you pursue your passion the money will follow. Others say that you may not be able to build a sustainable or lucrative business based on your passion. You might be passionate about building things with toothpicks... but whether you can translate that into a business is another matter. My view is this: just because you're passionate about something doesn't means you'll be able to build a business around it. HOWEVER you do need to be passionate about your business to be successful. Depending on who you are, being passionate about the subject matter of your business may be optional. It's not optional for me - I need to be passionate about what my business does in order to stay interested in it - but I'm well aware of successful business people who have nothing more than a passing interest in the products and services they sell. What I don't think is optional is a passion for your customers. Not if you're going to start a business from scratch and build it into something GREAT. Equally, I don't think being passionate about business itself is optional. Unless you love the cut and thrust of building a business, it's unlikely you'll have the persistence, resilience or "opportunity radar" required to overcome the inevitable challenges and seize the opportunities that come your way. Click here to comment on this article
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* KIKABINK LAB * What Kind of Email Content Boosts Response? If you've been involved in email marketing for any length of time, you'll probably know that building a responsive subscriber base is a matter of attracting subscribers who are genuinely interested in what you have to offer, and sending them content that compels them to take the kind of action you want them to take. Do both and you'll experience relatively low unsubscribe rates, high open rates, high click-through rates and high conversion rates.
Sounds simple… but when it comes to providing the right content… what exactly IS the right content? Is it necessarily articles or sales promotions? Is it both? In what proportion? Should both articles and promotions appear in the same email (as in this newsletter) or should they be sent separately? Or should you send both kinds of emails? And, if so, when should you send each kind? The answer is, of course, to test what works best with YOUR audience. But before you jump into testing… you need something to test. In general, I recommend modelling yourself on a business that is doing well. We have done that with Kikabink News and Success Accelerator which are both somewhat based on the newsletter + solo promotion model used by direct response marketing companies such as Agora, Inc. Then it's a matter of surveying readers and testing things to elicit ever improving results. So what kind of insights are you likely to get when you survey and test? Well, consider a recent MarketingSherpa case study about a pet supply company. The company split-tested sending an email with (a) a promotion (including image and copy) at the top of the email and a link to an article below the promotion, and (b) a link to the article at the top of the email with the promotion below. In both cases the article link was actually a hot-linked title (and an appealing title at that) which led to a page where people would see the (short) article, along with various promotions. Interestingly, version (b) achieved 7 percent higher click-throughs and 6 percent higher sales conversions than version (a). In other words, not only did the article attract more click-throughs, but people who clicked-through to the article tended to buy more than those who simply responded to the ad. Now this does NOT mean that all your emails should now contain a link to an article at the top, with a promotion below. There are still many, many variables – the target audience for one and the landing page for another – that impacted on the pet company's results. But the results do support the idea that email subscribers value non-promotional content… and that if they believe you are giving them something of value by way of a helpful article, they will be more willing to buy from you. Click here to comment on this article
Source: Case Study, "Test Content To Create Best Layout To Boost Email Revenue, Conversions, CTRs", MarketingSherpa, November 5, 2008, http://www.marketingsherpa.com/article.php?ident=30909 Back To Top
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That's it for now. If you have any questions or feedback click here to drop me a line. To your profit, 
Anna Johnson
Editor, Kikabink News
Kikabink News
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