🎓 My 3 favorite marketing tactics of 2022

Here are my 3 favorite science based marketing insights from this year. Ariyh will be back on January 10th 2023!                                                                                                                                                                                                                                                                                                                                                                                                                 December 20, 2022 | [Read Online]( 🎓 My 3 favorite marketing tactics of 2022 Here are my 3 favorite science based marketing insights from this year. Ariyh will be back on January 10th 2023! [Thomas McKinlay]( [fb]( [tw]( [in]( [email](mailto:?subject=Post%20from%20Ariyh&body=%F0%9F%8E%93%20My%203%20favorite%20marketing%20tactics%20of%202022%3A%20Here%20are%20my%203%20favorite%20science%20based%20marketing%20insights%20from%20this%20year.%20Ariyh%20will%20be%20back%20on%20January%2010th%202023%21%0A%0Ahttps%3A%2F%2Fariyh.beehiiv.com%2Fp%2F3-fave-insights-2022) New to [Ariyh](? 🎓 Join 15,348 evidence-based marketers that grow using science. [Subscribe here]( Brought to you at no cost thanks to… [Reactive]( [Get a free live selling event]( Live shopping is transforming ecommerce. And the revenue potential is huge. To prove it to you, Reactive will create your first live selling event on your website FOR FREE. From software to casting, Reactive will handle everything. Don’t miss the chance to test a new high conversion channel for your ecommerce sales. Sign up to try your own live store 👇 [Get started for free]( Want to sponsor Ariyh? [Here’s all you need to know](. 🥳 End of year special This is the last Ariyh newsletter of the year. And what a year! Ariyh doubled in size (~7,500 to over 15,000 subscribers), we crossed 150 research insights, and [Ariyh’s Science-based Playbook of Pricing & Promotions]( just crossed $10,000 in revenue and 462 sales! (More playbooks will come, I just need to find the time to create them 😅). So let’s shake things up a bit today. I’ve hand-picked my 3 favorite insights of the year (in no particular order). After today, I’m taking 2 weeks off to relax, recharge, and finalize plans for the upcoming year. I’ll see you again on January 10th! P.S.: Want to give me a holiday gift? 👉 Tell one friend about Ariyh. If each one of you did, we would instantly double from 15,000+ subscribers to 30,000! Just ask them to check and subscribe on [Ariyh.com]( You can even send them your own favorite insight as a gift for them (pick from below or choose from [158 past recommendations](). Thank you so much, and happy holidays! Make people want to ‘grab’ your product [Full 3min practical insight]( Channels: Ads | Image Ads | Website | Marketing communications For: Both B2C and B2B Research date: October 2019 📈 Recommendation Place a “grabbable” object (e.g. a glass) close to your product in your creatives (e.g. ads, website). Position it in a way that would be easily reachable by the right hand of the viewer. 🎓 Findings - People are more likely to choose and buy objects that are easily grabbable by their right hand. The same applies to products placed near those objects. - In experiments, this technique tripled sign up rates to a loyalty program and people said they were 13.9% more likely to buy a painting when it had a wine glass to its right. [Place grabbable objects to the left, not the right] 🧠Why it works - When we see an object we could easily grab with our dominant hand we get a sense that we already own it. The effect spills over to other objects near it. - Note: technically, for left-handed people the opposite is true (you should place objects on the left). But 90% of people are right-handed. 📖 Research Maille, V., Morrin, M., & Reynolds-McIlnay, R.. [On the other hand…: Enhancing promotional effectiveness with haptic cues](. Journal of Marketing Research (October 2019). Use ‘you’ in your copy to boost results [Full 3min practical insight]( Channels: Copywriting | Social media | Website | Marketing communications For: Both B2C and B2B Research date: August 2017 📈 Recommendation Use ‘you’ to speak directly to your reader in your content and marketing communications (e.g. website, email). For example, say “Save your money” instead of “Save money”. 🎓 Findings - Using second person pronouns (e.g. you, your, you’ll) in content increases engagement, feelings of involvement, and brand attitudes. - For example, when using ‘you’ a Facebook post made people feel 19.7% more involved with the brand and a blog post boosted brand attitudes by 9.2%. 🧠Why it works - ‘You’ increases the feeling that the message is referring to us. That makes us process it more in-depth, more likely to engage, and develop stronger emotions towards the brand. 📖 Research Cruz, R. E., Leonhardt, J. M., & Pezzuti, T.. [Second person pronouns enhance consumer involvement and brand attitude](. Journal of Interactive Marketing (August 2017). And before we get to the last one a quick word from today’s sponsor… 🔎 The best marketing is based on science, not assumptions Check out the Psychology of Marketing newsletter. Every week Abhi breaks down 1 science-backed marketing tactic into practical examples of how to apply it. Psychology of Marketing The marketing newsletter that's based on science. [Subscribe]( Want your brand here? [Click here](. Handwritten thank you notes increase sales [Full 3min practical insight]( Channels: Ecommerce | Shipping | Packaging | Customer experience For: B2C. Can be tested for B2B. Research date: July 2022 📈 Recommendation Give customers a photocopy of a handwritten note to thank them for their purchase. For example, include it in your product packaging. 🎓 Findings - Increases future customer purchases. In an experiment with an ecommerce retailer, future spending doubled (+100.5%). - Note: the effect disappears if you give the thank you note at the same time as a free gift or a discount coupon. [Graph showing that handwritten notes increase spending] 🧠Why it works - Handwritten notes make us feel that the company is warm, caring, and sincere. So we are more likely to buy from it again. 📖 Research Kim, S., Choi, J., & Kim, S. H.. [Do Handwritten Notes Benefit Online Retailers? A Field Experiment](. Journal of Interactive Marketing (July 2022). [Thank you note to Ariyh readers] Remember: These are scientific discoveries. In the future they will be better understood and could even be proven wrong (that’s [how science works](). They may also not be generalizable to your situation. If it’s a risky change, always test it before rolling it out widely. How did you like this special? [Loved it]( | [Great]( | [Good]( | [Meh]( | [Bad]( See you again on January 10th! 🥳 - 📘 Want to optimize your pricing? Get [Ariyh’s Science-based Playbook of Pricing & Promotions]( - 📣 Want to advertise on Ariyh? 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