Humor/emotional design: Virgin America’s site when they launched…
Personal touch: one of the issues we face at iubenda is certainly that people want to know why they should trust us and who we are. Frontapp tells you right at signup in their email with a rotating team member image.
Autosend launch process/email collection: I keep seeing Autosend everywhere. And the reason for that is/was their very skilled blog/marketing ahead of their launch.
In their older version you could find email boxes everywhere within and below the long form blog posts. Now the email form is fixed on the page and with you all the time.
(I wonder which approach works better for them & how many emails they have collected ahead of launch)
Social proof for newsletters: in the latest newsletter from the Summit, they used people I know to tell me who else is attending to the event (much like Facebook events, just that this isn’t).
About app reviews: app reviews are among the most important signals for your app sales. Dan Counsell has written an important post on this topic. Notice how they’re preventing bad reviews by catching those users before.
Marketing is not a department; it’s the sum total of everything you do- 37Signals
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