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<div style="display: none; max-height: 0px; overflow: hidden;">New research finds that about 50% of online sales come from light buyers, while the heaviest 20% of buyers also contribute about half </div>
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<h1><strong>TLDR Marketing <span id="date">2025-09-17</span></strong></h1>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwebflow.com%2Fresources%2Fwebinars%2Fdermalogica-testing-strategy%3Futm_source=tldr%26utm_medium=sponsored-content%26utm_campaign=fy26-dermalogica-testing-webinar%26utm_content=newsletter/2/0100019957593002-740b278d-57dc-4c6d-b57d-059cb41d5383-000000/MFvVDbP1c2FCDxH9YebFq1gjmJIzCSKuQ-CE4_R2MAg=423">
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<strong>Dermalogica's formula for a scalable website testing program (Sponsor)</strong>
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In this <a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwebflow.com%2Fresources%2Fwebinars%2Fdermalogica-testing-strategy%3Futm_source=tldr%26utm_medium=sponsored-content%26utm_campaign=fy26-dermalogica-testing-webinar%26utm_content=newsletter/3/0100019957593002-740b278d-57dc-4c6d-b57d-059cb41d5383-000000/iI0eqkrPZKryOExjivKXQwEn_i1ueLPXwBTa03pa-VA=423" rel="noopener noreferrer nofollow" target="_blank"><span>live session</span></a>, Dermalogica shares how their team transformed one-off A/B tests into a <a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwebflow.com%2Fresources%2Fwebinars%2Fdermalogica-testing-strategy%3Futm_source=tldr%26utm_medium=sponsored-content%26utm_campaign=fy26-dermalogica-testing-webinar%26utm_content=newsletter/4/0100019957593002-740b278d-57dc-4c6d-b57d-059cb41d5383-000000/Evep5TKWJIZKoJt7oxc95GJ8gYL7Q_Xq0Ust4hW6oLg=423" rel="noopener noreferrer nofollow" target="_blank"><span>structured, high-impact testing routine that delivers real results</span></a>. You'll also learn how to apply the same approach to your own experimentation strategy.
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<p>Get ready to learn how to:</p>
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<li>Spot common pitfalls that stall experimentation</li>
<li>Craft stronger, high-impact hypotheses</li>
<li>Prioritize and launch tests that actually move the needle</li>
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<p><a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwebflow.com%2Fresources%2Fwebinars%2Fdermalogica-testing-strategy%3Futm_source=tldr%26utm_medium=sponsored-content%26utm_campaign=fy26-dermalogica-testing-webinar%26utm_content=newsletter/5/0100019957593002-740b278d-57dc-4c6d-b57d-059cb41d5383-000000/gYszJiOEaBdHdk3utQ5AEBGtMzSvqDtu_PrLVkNiSS0=423" rel="noopener noreferrer nofollow" target="_blank"><span>→ Register for the webinar</span></a>
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<strong>Online brands only targeting heavy buyers are missing out, says study (2 minute read)</strong>
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New research finds that about 50% of online sales come from light buyers, while the heaviest 20% of buyers also contribute about half. Around 70% of sales come from customers who purchase more than the average, but the contribution of frequent buyers is closer to 50-70% of total sales rather than 80-90%. This challenges the idea that focusing on heavy buyers or customers further along the funnel is the best strategy. The research shows that brands should target a wide range of buyers to drive growth in the $8 trillion global e-commerce market expected by 2025.
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<strong>Google launches new protocol for agent-driven purchases (3 minute read)</strong>
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Google just launched AP2, a new open protocol for AI-powered agent shopping backed by more than 60 merchants and financial firms, including Mastercard and PayPal. It enables bots to handle transactions while preserving user consent and traceability. This sets the basis for a future where consumers can say “book my trip” and agents negotiate bundles, compare rates, and complete the purchase within defined approval structures. Marketers should prioritize agent-readiness in their checkout and bundling strategies, especially for high-intent multi-item journeys.
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<h1><strong>Strategies & Tactics</strong></h1>
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<strong>Your logo should show what you do (3 minute read)</strong>
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Logos that clearly show what a company does make people view the brand as more authentic, positive, and trustworthy. Across 7 experiments with 4,149 people, brands with descriptive logos were rated up to 27.7% more authentic and 18.7% more positive, and people said they were more likely to buy from 174 real UK startups with such logos. The effect is strongest for new or unfamiliar brands, but it can backfire for undesirable products like lice shampoo. Descriptive logos work because they are easier to process, help people quickly understand the brand, and create associations that make the company seem honest and transparent.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.linkedin.com%2Fposts%2Fanthonypierri_writing-a-clear-above-the-fold-section-on-activity-7373746120809902080-p83o%3Futm_source=tldrmarketing/1/0100019957593002-740b278d-57dc-4c6d-b57d-059cb41d5383-000000/63jw4UvXTN2x2xStER7lJue8FKeDzqlObzilP1a7YuY=423">
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<strong>How to write a hero (1 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Creating a clear above-the-fold section on a homepage starts with selecting a reference point familiar to target customers, such as a product category, use case, or competitor. Then explain differentiation, showing why your solution is better within the category, more effective for the workflow, or a superior alternative. The challenge is choosing the right reference and prioritizing segments, since not all points resonate with every audience.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.storyarb.com%2Fblog%2Fcontact-based-marketing%3Futm_source=tldrmarketing/1/0100019957593002-740b278d-57dc-4c6d-b57d-059cb41d5383-000000/PeOIvXgc1efRJPgmMwEbcgEoMVHP_QTG_RswWF1B2jA=423">
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<strong>How to get 4x more leads from your content–without forms or gates (5 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Capturing leads with forms creates a tradeoff. Gate content and you frustrate prospects, un-gate it and you lose visibility. Since only about 3% of an audience is ready to buy, while 97% are still researching, gating often blocks the majority from engaging. A better path is a contact-based marketing system that tracks behavior without forms. Install identification tools like Clearbit or 6sense, set up CRM attribution, and tag assets with UTMs. Then map content to intent stages, monitor user journeys, and trigger tailored follow-ups and ads based on high-intent signals.
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<div style="text-align: center;"><span style="font-size: 36px;">🧑💻</span></div>
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<h1><strong>Resources & Tools</strong></h1>
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<strong>Mocha (Tool)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Mocha is a no-code platform that lets non-technical users build full-stack web apps by describing what they want in natural language. It handles everything in one place (i.e., design, frontend, backend, database, authentication, hosting, and payments), so you don't need to stitch together multiple tools.
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<strong>Guru 2025 (Virtual Conference)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
The world's largest free virtual email marketing conference is taking place on November 6-7. It will feature 2 days of expert-led virtual sessions covering the latest digital trends, email best practices, and emerging tools. Attendees will hear from high-profile speakers ranging from industry leaders to celebrity entrepreneurs.
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<div style="text-align: center;"><strong><h1>Miscellaneous</h1></strong></div>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.jonloomer.com%2Fcreative-fatigue-meta-ads%2F%3Futm_source=tldrmarketing/1/0100019957593002-740b278d-57dc-4c6d-b57d-059cb41d5383-000000/n9Jo8VyzNghRePZLq2IZRaB0aJmJv7730coveAdUXMA=423">
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<strong>Ad Creative Fatigue: What It Is and How to Prevent It (8 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Creative fatigue happens when Meta detects declining results due to overexposure. It's not inevitable and is often caused by small, fixable issues like one-ad sets or narrow placements. It is easy to prevent it by using Advantage+ placements, offering five or more text and headline variations, and customizing creative by placement. Fatigue sets in when people see the same thing too many times in similar spots. The more variation built in the campaign, the longer it can stay efficient without causing fatigue.
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<strong>Why cold emails don't work (11 minute read)</strong>
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A review of 756 cold emails collected over 6 months shows the majority follow ineffective patterns. Most use shallow personalization, misleading subject lines, and weak calls to action. Only 13% had a clear next step, and less than 40% included any link. Repeated follow-ups and irrelevant offers created more frustration than anything else. For marketers, the lesson is to focus on permission-based engagement and content to build trust before sending the first pitch.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.brightedge.com%2Fresources%2Fresearch-reports%2Fai-search-visits-in-surging-2025%3Futm_source=tldrmarketing/1/0100019957593002-740b278d-57dc-4c6d-b57d-059cb41d5383-000000/qRFZi8CIJ2BwY7GQwAgutYBujq8cviEZGuQPeQyQ33o=423">
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<strong>AI Search Visits Surging in 2025—But Organic Search Remains the Cornerstone of Digital Growth (5 minute read)</strong>
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AI search is quickly growing in buzz, but it still drives less than 1% of referral traffic.
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<strong>Deal is done to keep TikTok in the US (2 minute read)</strong>
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The deadline for TikTok's ban has been extended to December 16.
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