LinkedIn, Flickr, and Periscope

LinkedIn

As a college student who will be graduating soon I am on the Job hunt. With tools like LinkedIn I wonder how helpful it can be in finding a job. After reading about LinkIn the article titled How to Create a LinkedIn Company Page to Promote Your Business, I know more about how companies view the seriousness of LinkIn. First a company has to fill in the details of who their company is. This can take time, I know when filling out my own LinkedIn, but it is better to take it serious and make the page professional. It is important to incorporate the business logo so users see the logo and notice the company. Also the employees of the company should follow the companies so the name can reach more people.

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LinkedIn is a healthy mix of selling the company, maybe by posting news and promotions, as well as interacting and discussing with followers. I see a lot on LinkedIn of other companies just posting business advice and helpful tips. Its not all about taking but giving to this community as well. LinkedIn does not require as much time and post should not be overloading. Weekdays during work hours is a good time to post and users can always schedule posts like other networks. Allow for a way for others to find links to the Linked in page through the company website and employ users.

Flickr

With Flicker the same attention to making it know and visible to the customer needs to be focused on. With 5 Tips to Increase Your Visibility on Flickr I learned of ways to do so. The key is to link Flickr to other social medias. I am not on Flickr so there is a lot I don’t know but according to the article it is hard to to link outside sources. It is common for people to make a Pinterest page to post business marketing information from Flickr. If you are going to take the time to use Flickr I would think that you want to be all in. You can upgrade your profile be paying just a little bit of money, giving the page credibility. This credibility in my experience does do a lot to help me take a social media page seriously. You can get statistics for page traffic through this feature as well.

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Like I have learned for other sites, it is important for a business to be active and contribute to the community. Be involved in groups so that the name of the company can be alive and a contributor of advice. A common mistake in Flickr is to not organize pictures well. Tag pictures correctly with the right tags can make a huge difference when getting a picture recognized. As Flickr is a popular photo sharing site, make some of the photos free to share so others spread the pictures around the internet bringing in traffic.

Periscope

The last social that will be reviewed is Periscope and I admit that I new nothing about it before reading the article Utilize Periscope As Part Of Your Video Marketing Strategy And Drive More Sales. Periscope is used for video marketing and is linked to thousand of twitter posts a day. Periscope has been successful because it allows a phone to be a great video streaming tool. Everyone is sharing everything through sites like Twitter because Periscope allows you to store the video and keeps a smart phone less cluttered. So how can Periscope be used for social media?

First you can use the app to stream live events and invite customers to have privet access. Give customers a glimpse of new product launches through videos. Conduct promotions on Periscope video but keep the customers surprised and wondering when the next one will be. With video conduct interviews with customers to show the realness of the company and at the same time providing the customers answers to their questions. Also make videos that show how to use a product or get more out of a product then they thought. Lastly, tell stories just like devoted information on the importance of story telling on social media.

 

 

Reddit, Pintrest, and Tumblr

Reddit

I am glade Reddit is getting some attention because I see how reddit is pretty popular. Reddit haas a huge following but how does a marketer get in on the action. In the article titled So You Want To “Market On Reddit”, the value for Reddit is explained well. As I have seen on Reddit “The user is quick to try to sniff out anything that could have been planted by a would-be marketer.” This is so true and the Redditors crowed can be harsh! First a core account that has been around for sometime needs to be in place. That is the first thing Redditors will look at, when did the account come into existence. You have to truly be involved in Reddit, making content just for Reddit to not be called out. There is no formula with Reddit so be real and learn from the community what works and does not work.

There are a lot of community rules in the different  subreddits that a business must follow to find their way in the subreddit community. To become a true member of the community it is important to comment. The best part about Reddit is reading the comments, this is where the post comes alive and people become popular. People can award a comment Karma which gets a person more famous in the community. Truthfully after reading this article I am not convinced that Reddit is the best resource to poor time into to market on. You kind of have to decide the customers and it takes a lot of time to be part of the community. Last you have to be so discreet I am not sure the pay off is worth the time

 

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Pinterest

I had a lot to learn about Pinterest when it comes to marketing. After the little bit of time I have spent on Pinterest I see marketing all over the pages. The advice that is given for Pinterest is very similar to Facebook. First it is important to pin all the time, the article suggests to do so at least  5 times a day. Agin like Facebook, on Pinterest you can schedule your posts to be posted at certain times of the day. There is something on Pinterest that I did not know about called Rich Pins. They add greater detail and information to a pin. Rich pins make what the customer originally sees fast and to the point so they can decide real fast if it will be of value to them. There are article, product, recipe, movie, and place pins that can do this. I know when I am on Pinterest I move fast and only pick up on what is valuable to me.

It is important to pick the right size photo so it is made to fit the site. A big thing on Pinterest that I see most people do is use key words that are forward and draw the user in. It is also proven that multiple pictures in a post get more pins which is obvious when you see the content on Pinterest. In the same way some words describing with the main of the bulk of the post being pictures is much more valuable.

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Tumblr

Tumblr, used as a blogging website, has some pretty good opportunities for marketing verses sites like this one, WordPress. How to Use Tumblr to Promote Your Business gives advice to do more then just blog. Tumblr is made for sharing content as well as posting blogs. By carefully selecting information to share, around the topics of the business, this  increases interest in a business own blogs. Users of Tumblr take note of what is being shared and who is sharing it. reblog others posts about 75% of activity on the site because this gives you the chance to be reblogged yourself. Take a quote from your blog and post the quote to the blog. I see this all the time, not just on Tumblr, and it really sparks my interest. Lastly Tumblr has a younger user group so if a businesses target market then they are in luck. Make sure to stay current and up to date, answering questions and staying inside the community.

 

Too Many Social Media Sites to Count

Next up is Youtube, Instagram, and Snapchat, three of my more favorable sites. These three social media sites also take a little more creativity on the marketing side because they are very specific in their capabilities. Instagram is only pictures, YouTube is only video, and Snapchat is video and pictures but only for a limited number of time. In this blog I will focus on what is most important for a marketer in these specific social media sites.

YouTube

First up is Youtube, it has advanced so much in the past 10 years. In the article, 7 YouTube Channels Crushing It That You Can Learn From, the author takes a look at the channel growth from the people who have mastered the art. On the Chanel Prank Vs. Prank, a couple has built over one million subscribers because of their real and personable personalities. Marketers that want to use YouTube need to follow the grass roots of YouTube and make real, not scripted content. Casey Neistat, a filmmaker and a co-founder for a video sharing app, not only makes quality well made videos for different brands but is consistent with his own channel. He posts a new video every day at the same time which marketers can learn a great deal from.

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Collaboration is something that is popular on YouTube and could be great in spreading brand awareness. A company that is making YouTube content and getting popular should use the people in the videos to collaborate with other popular YouTube channels. The article highlights on other famous Youtube channels but the biggest advice on YouTube is to be your self, and allow your brand to be its self with raw, real life content.

Instagram

Instagram, my favorite social media site, is so specific to pictures that a marketer as to tell its story only through a lens. Marketers have become picture media experts and in the article 13 Instagram Marketing Tips for Experts, I learned about how much a picture really matters.

Quality of the picture truly matters when that is the only thing the receiver has to determine the brand. Although it is only a picture, make sure to monitor the popularity of a post to the number of clicks a link is gaining. This includes a accurate link in the account bio to steer customers in the right direction. Other links that can lead a customer to the marketers content is trending hashtags and marketers can use these as a tool to gain traffic. After gaining Instagram followers it is important to build a relationship and ask customers, through a picture, for emails so the marketing can expand.

As sponsored adds become more popular, a business must be prepared with content that is graphically outstanding and truly stands out more then just another selfie. when paying to sponsored a post pic posts and users that are gaining the attention of millions of users. Lastly make sure the content of the page is worthy enough for others to share and make others excited to share. This is a way to expand the brand in the Instagram world.

SnapChat

SnapChat, a newer platform can be technical when promoting a brand. This is because the content comes and goes and at the same time needs to be raw and real. SnapChat allows followers to experience the behind the scenes of a brand and business. in SnapChat for Businesses, How to Promote Your Brand With Snaps, the personal aspect of the app is important.

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On SnapChat you can tell the story of a live event as it is happening, giving the follower an inside look. Use SnapChat to give followers a first hand look before something launches are a new product comes out. Also giveaways are important, I saw so many give aways over the Christmas season. In the same way share coupon codes in a creative way. The limited time a post is available on SnapChat can become a way to get customers to act fast on deals. Something that marketers are doing right now on SnapChat is having a influencer who uses their product, to take over the account. GoPro does this time as they ask extreme athletes to film their day doing their extreme sport so all GoPro followers can see on SnapChat. Lastly it is important to engage like with any other social media platform.

Social Media Tips for the Marketer

In todays society you cannot think about the internet without thinking of social media. Social media consumes internet users, therefore naturally marketers hold social media as a priority. With the assumption that social media must be a platform for marketers comes lots of competition to gain the attention of the consumers. Marketers not only research and gain knowledge to come up with the perfect marketing strategy but they do this for each different social media platform. Each social media platform has techniques and information that marketers need to know to be successful on each specific social media.

Facebook 

Starting with Facebook, it is easy to see how Facebook is the biggest platform for social media marketing. Although Facebook was not the first source of social media it is the base site that all other social medias compare themselves to. The article titled 8 Ways to Effectively Manage Your Facebook Marketing  does not teach how to create marketing on Facebook, most people know how to do this, but does a good job of describing how to manage.

The first bit of advice that this apical gives is to keep track of notifications and manage each account that may be connected. Keeping up to date and current takes a commitment. When commenting on a post make sure to find the arrow on the right side of the text box to select which user will be responsible for the comment. A good idea to me would be to take a Facebook page for a brand or business a little more serious before posting. Everything needs to be reviewed and kept up to date. The article writes about the admins to the page and the importance of keeping the page secure by selecting the right people to have control.

Facebook has a save feature that I did not know about and could be good for a marketer who wants to save another post and share it at the right time. There is a simple option on the top right corner of each post.

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Post can even be saved and then scheduled to post at a specific time. This help with marketing consistency so they brand is staying current and up to date. With help in making a quality post, now the marketer needs to look at the data in which the consumer provides. Facebook gives some stats but marketers should realize this data is not limited. They can export that data to their computer in order to see how the consumer interacts with their page more in depth.

Twitter 

Second I will review Twitter through the article called Twitter Quality Score for Ads: What Marketers Need to Know. I don’t use Twitter much anymore therefore I am disengaged with how popular it actually is. As I have read more about it I can see that quality posts on Twitter are limited. The quality score for ads on Twitter displays ads based on these rankings. This article shows what content to post on twitter in order to have a better quality score. Twitter also rewards quality ads by not only displaying them in the best spots but also by decreasing the price per a click. 60% of engagement is one cent, 36% cost the business two cents, and continues to become more expensive the less engaging the ad. For example an ad that is around 7% engagement cost the business 8 cents per engagement.

The article then tells how to just raise the quality score so the ad is not costing more money to the marketer. First, tweet up today and current material. This means tweeting more often because old material becomes less popular over time. Next the user can promote tweets that did well without being promoted. It does cost more money to promote but the engagement will be high making clicks less expensive. Last, it is actually better to target an audience for an add. You can do this on Twitter through key words, devices, and regional satuse. Find what works best and really engage those specific people. The more relevant, the more engaging, and the cheaper the marketing becomes.

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Google+

Google + needs a little more promotion because it is not as widely used as other social media. In the Forbes article titled Why Every Marketer Should Use Google Plus, it explains just that. The article sates that only a fourth of the amount of users use Google plus in comparison to Facebook, why put in the effort? The first tip to marketers is that, although when compared with Facebook the user number may seem small, the site does still have a good amount of followers. In fact Google has more then Instagrame, Pinterest, and Linked in.

 

The Importance of Video Marketing

I will venture to say the power of video is experienced and related to by every consumer. Today I can not get on Facebook without getting sucked into at least one video. In fact I have noticed how videos demand attention by automatically playing when I scroll through my feed. This was something I could somewhat ignore but now video marketing has gotten even smarter and it has been driving me crazy! Now videos on Facebook are accompanied by subtitles so when I scroll through my news feed I allow my self to “quickly” read a few words while the video is play just to know what it is about. The marketers are successful in the fact that I then get sucked in to the video. Video marketing is so successful because videos are entertaining.

The article titled The Rise of Social Media Video Marketing does more then talk about the importance of video but focuses on the increase of popularity and how to standout from other video competition.

YouTube 

YouTube has been the platform for video for several years, however it is being taken over by the video content on Facebook when it comes to marketing.

“300 hours of video content are pushed to YouTube every minute”

Facebook

Facebook today in fact is the best way to reach customers and fans with video. The newsfeed on Facebook is concentrating a lot of its resources to video content for sales and direct response. It is smart for markets to target Facebook when engaging in video marketing because Facebook is full of consumer data. Just like ads are targeted to the news feed based on what the consumer searches on the internet, so can videos. Not only can a company target a video to certain customers but Facebook can infer through data the interest of the consumers. The article gives the example of a cat video comparing youtube and Facebook. With youtube the user searches for the cat video and gets an ad before the video plays. However with Facebook the intelligence in the data system knows the customer likes cats and plays the videos on the feed.

Twitter 

I have not been on twitter for a couple years because of what the article describes as “The increase of noise while the amount of meaningful engagement has dropped.” Therefore the key to video on twitter is to engage with the target market through video, for example responding with a video.

Snapchat

Snapchat creates urgency because the videos only have a one second to twenty-four hour range of time to be viewed. The urgency matched with the creativity of drawing on the pictures can really draw customers. Of course with snapchat there is also the discover and news space that draws users in to watch the videos that are displayed.

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Spotlight:  ROLL Recovery

ROLL recovery is a outdoor gear company that as innovated a way for runners to roll out their legs after a run. This sounds simple but this $100 recovery tool is sweeping the running community and is becoming a must have, all the pros have them so why not? This company I follow on Instagram, a social media market that the article above did not hit on but one that I know to be another tool.

ROLL recovery not only stays up to date with pictures of pros and running legends using their product but also does an amazing job with video. About one out of five posts are a video and show the benefits of there product by first time users and top runners. Sometimes in the video it might just show known runners throwing down a hard workout and then implying they then recover with their product. With a sport like running the company does a good job of taking the emotional appeal to the product.

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There is Nothing Better Then a Good Story

 

In the article, The power of visual storytelling, I was given these statistics:

• Posts with an album or photo drive up to 180% more engagement than those without.
• Viewers spend 100% more time on web pages with videos.
• Viewers are 85% more likely to purchase a product after watching a product video.

With these statistics I think it is safe to say that the there is no need to expand upon the importance of visual storytelling in marketing. Why does it work so well? This is because science has proved humans absorb and take in visual knowledge the best. However it is not just enough to post pictures. The internet understands this scientific discovery and is full of pictures and video. The challenge for marketers today is create stories with visual image to draw the customers attention more then other visual images.

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The competitiveness of grasping the consumers attention requires visual storytelling to be constructed with a plan. Does the story portray the values and mission of the business? What target markets will view the visual story? What is the strategy behind each visual story and what are the business objectives? Its not just about capturing the customers attention but about the message that is told.

To expand more on this topic I will use a sports team as my spotlight. The article uses this example as well but it is to good to pass up. The New England Patriots do a good job of visual story telling and opened my eyes to entertainment marketing, something I did not really think of before. The team used the current news of a snow storm to highlight on the history of the Patriots playing in snowy conditions. They did this through a Facebook album and fans loved it.

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Next the team got the fans involved by encouraging them so participate, after all this is social media. The fans posted their visual story of constructing snowmen with Patriots gear. The team then posted another Facebook album of the fans snowmen, telling another visual story and relating to the fans. I think it is important to see the positive impact telling a story can have, especially when looking back into history. What I like most about visual storytelling is that it produces emotions that others can take from their own experiences and relate. If a business can provoke good memories in a consumer or fan then they have made their storytelling a success.

 

 

 

Social Media Taken Serious

When it comes to developing a social media strategy for a business where do you start!? We hear about the importance of social media in todays marketing world but do we actually comprehend it? As I spent six months abroad in Ethiopia working for an NGO called Ellilta Women at Risk, me and my partner where thrown on the fundraising team. I wish I could use this NGO as my spotlight, highlighting the success of social media marketing, but the truth is it was horrible. The website alone had not been updated in 20 years, let alone a current and update social media coverage. Not only that but my partner and I were to help by researching and giving ideas to improve the social media side of the NGO and we failed. Its hard to come up with a plan that will actually show valuable results and to be consistent with social media planning until it shows a positive outcome.

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In the article titled, How to Create a Social Media Marketing Strategy From Scratch I learned the importance of implementing a plan from the beginning. In fact if I could implement a social media plan now for Ellilta Women at Risk I would start from scratch and follow these steps.

1. First a business must select their social media networks. It is crazy how many their are today! Only picking a few key networks would be a good starting point, being to ambitious can hurt consistency. In picking the right network think about if the business is more visual or information based and what social media networks are most popular with the target market. In Ethiopia Facebook would be the best social media because it is the most universal for Ethiopians and the west.
2. Next is creating the profiles with the right tone. The most valuable advice from this article that I got is to think how the potential customers may think. That is what questions might they need answered? Do they get the impression the business is succeeding and current? Is the business personal?
3. Now it is time to pick a posting strategy. This involves three elements: amazing content, ideal frequency, and perfect timing. First pick out of the five updates: links, quotes, pictures, updates, and reshares. then pick one to favor but give variety one out of every four posts. the article suggests that Facebook should be updated 5-10x a week. Last is the issue of timing. This is something that we had to think about in Ethiopia because a lot of followers were from different places in the world. Facebook actually has a setting that allows posts to be posted at different times in different time zones.
4. Testing is important and the more posts the more a company can experiment and determine what works. Set benchmarks, run tests, check the stats, implement changes.
5. Last is automate what is put out on social media and then engage with the responders. Automating posts keeps the business on schedule and what would social media be without engaging. I don’t think it does much good to post but then not interact.

 Spotlight: Ford

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The company does social media strategy right as they are consistent with posts, run different campaigns to keep the customers entertained, and are good about sticking to their brands mission. What they do best is engaging with the customers and showing the future of their company by posting on the top of blogs customer comments and feed back. They do a great job of putting the customers first and this has been a successful social media strategy for Ford. I can agree that Ford stays current and update with advertising and social media as I notice them often.

Online Display Advertising as a Tool for Branding

“We don’t care about clicks because there is no relationship to sales for a brand marketer,” Arnold said. ” If someone comes in talks about clicks, we tune them out and that’s pretty much the end of the conversation. We are a brand marketer and the industry needs to move beyond that.” – Bob Arnold (Associate director of Kellogg’s)

I found this bold statement when learning about online display advertising. It of course struck me after my prior lesson on paid search marketing and PPC. However I do agree with Arnold as I have learned about the success that Kellogg’s has had in online display advertising. I will talk a little more on Kellogg’s, my spotlight company, after learning more about online display advertising itself.

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Can online ads really cause customers to take action??  

In the article, Why Online Display Can Work for Branding, I built on my new found knowledge of online display advertising and learned about its importance in branding. Arnold of Kellogg’s is correct when it comes to branding. Its not about the number of clicks that an ad gets that matters when it comes to branding. Display advertising is about getting the brand attention and making customers aware. The Display advertising also can be an advantage because it can be used to build a specific target market based on things like demographic and interests. different ads can be targeted to different types of customers, allowing a gripping branding for a big variety. Below are some of the benefits that are provided when dealing with display advertising.

Search retargeting: This first tool targets the customers by their past behavior on the internet and can be formulated with all kinds of data. 

CRM retargeting: The use of Emails and mailing address to get the brands name out there.  

Real-Time Bidding: This involves real time purchasing of ad space. Some big companies shy away from this worried that their ad will be displayed on a not so popular site. However what do they have to lose! Limitations only hurt the brand from being more popular.

Kellogg’s shares five points in their display advertising strategy:

1. Start with the right strategy and target plan
2. Finding the right measurement for success
3. “Form a strong partnership”- Ads are going to be created often so why not build relationships with the people who are also involved with the ads.
4. Keep up with marketing technology
5. Test the results of the ads!

 

(Featured Image photo source @ http://www.kiira.co.ug/advertise-with-us/)

 

Paying for Attention

Paid marketing has become necessary due to the popular use of the internet and the competitive advertising for the limited space. In learning about paid marketing I have decided to focus on a specific tool called AdWords by google. After watching a video about the benefits and features of AdWord I feel confident that it is indeed a useful source.

AdWords as a Paid Marketing Tool 

AdWords allows the customer to enter in certain key words that people search in order to find their goods or service. If a word is searched in google that triggers the keywords then an add may pop up on the side of the search result page. This paid marketing allows a company to be featured on the front page of a google search when normally they would be swallowed by its many competitors. By getting the business out in the open, more potential customers are possible.

Adwords can also be personalized to the customer locally or in a certain target markets. This is important to me because when I spot an add that is in someway connected to me or the area I am from, I am more likely to click on the ad. AdWords does a great job of linking the company through searches that might not directly involve the product or service but is in someway connected. I have seen this on my goole searches involving wedding goods. I may search “wedding decorations” and every type of wedding idea is featured in adds on the side of google.  In my opinion this is a great way of adding value in the customers mind. The customer may not realize they could benefit from a product until they are introduced to the product.

The coolest thing about AdWords is the fact that you do not pay until a person clicks on the ad. Also a money cap can be set so if the ad is getting more traffic then expected, and a company does not have enough money to retrieve all the ad searches, then the ad is taken off for the time being. In todays global and technological age I believe paid marketing on the internet can be highly successful. Think of how many more potential customers can be reached!

Spotlight: Snickers Candy Bars

In an article about the most creative way to use paid search marketing I discovered Snickers strategy. Snickers, with the help of google, targeted the most searched and misspelled phrases to pop up during internet searches. The article stated:

“In just two days Snickers reported 558,589 ad impressions. With a click-through rate of 1.05%, 5,874 visitors made their way to the campaigns mini website yourenotyouwhenyourehungry.com.”  

In my opinion this could have a positive and negative effect. It could be negative because the company gets charged per a click. internet users when fumbling upon a unwanted page  , could click on the ad just out of entertainment and not because they are interested in the product. Remember, most click adds are clicked on because they are somewhat related to a persons search. However this seem to improve snickers website visitors and helped them launch a campaign, they sure were creative.

What is in Your Inbox?

Email Marketing is yet another great tool used by marketers. This Topic sounded simple to me at first, however I am amazed by the development that Email Marketing has made in order to give a company a competitive advantage. Through reading the article titled, “40 Tips for Dramatically Better Emails,” I have learned about the little things that truly do matter. I will be focusing on only five of these tips that I found to be most helpful and new to my knowledge. Please read the full article, it was extremely helpful!

The first tip that was new to me was to “Make conversation a habit.” This includes a call to respond whether it is downloading a picture included in the email or asking customers to follow the CEO on LinkedIn. It is not about making money initially but about getting the customer involved and exposing them to more information as they are involved. I get emails from REI and they are great about having “conversation” with the customer. They run a campaign called #optoutside that encourages customers to go explore, using there gear, during times such as Black Friday. The customers then post pictures of there time outside, most of the time with gear bought from REI, giving the company free advertising!

A second tip that I did not think about but can relate to as a consumer is “Keep Readers on Their Toes.” This section in the article really describes, under this title, how fill a email with value. They gave many examples of companies that are constantly improving new apps, new products, and new ideas, keeping the receiver of the email interested to open the email knowing it could have value to them. I can relate to this because I get at least ten emails a day from places I have shopped with. There are some company emails I never open because I have experienced that they are full of junk and others that I am genuinely interested in and open to see what deals I can find.

Third and forth is the 1-2-3 Method and Inverted Pyramid Method that I found informative. the 1-2-3 Method is just way to keep things simple within the Email and not to overwhelm the receiver. If they can benefit by following three simple steps then why not! The second is the Inverted Pyramid Method. First the email grabs the receivers attention, next in the middle, the email builds anticipation, and third, at the end, is the call to action.

The last tip that I will be talking about, even though there are so many other great ones, is “Stop the Campaign.” When I think of email marketing I think of mass emails. This can be a problem, say for example, you send a new member a set of four emails, in there first four days that include how to get started. If the user already completes these things on the first day they then the emails being sent are not needed and become junk.

Spotlight: Warby Parker

I picked Warby Parker after learning about them through a podcast “How I Built This.” If you have not listened to this podcast I highly recommend it! It is all about entrepreneurs who have an idea, go for it, and have become highly successful.

Anyway, The founders of Warby Parker were on the show, telling about how their idea to manufacture and sell much cheaper eye glasses online developed into a billion dollar net worth. Providing a service that had never been provided online makes perfect sense to me why Warby Parker is great at Email marketing. The company does a great job of updating the customer when their subscription is running out, linking the online store right to the email, and giving the customer options for an eye doctor.

They are extremely personal with their emails and follow the customer every step of the way as they order, wait to try on, decide which pair they like best, and return the eye glasses they did not pick. This brings value to each email, letting the customer know what to do next during their shopping process.