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<div style="display: none; max-height: 0px; overflow: hidden;">Large-scale testing across ChatGPT, Claude, and Google AI shows brand recommendations change almost every run. Lists, order, and result counts vary </div>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.lob.com%2Fevent%2F2026-state-of-direct-mail%3Futm_source=tldr%26utm_medium=sponsored-content%26utm_campaign=2026-SODM-webinar/1/0100019c2db194a5-ea21ee18-cfbc-4b8c-9cac-0660db4bb8de-000000/BYnrNyGxBUjXA5QOLRvyA9uVK7InSXwuuS2InZofQB4=443"><img src="https://images.tldr.tech/lob.png" valign="middle" style="vertical-align: middle !important; height: 100%;" alt="Lob"></a></td></tr></tbody></table>
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<h1><strong>TLDR Marketing <span id="date">2026-02-05</span></strong></h1>
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<strong>Your direct mail program has a blind spot, but there's an easy fix (Sponsor)</strong>
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Companies are devoting up to 25% of total marketing spend to direct mail – but logistics plays a major role in how far that investment actually goes.<p></p><p><a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.lob.com%2Fevent%2F2026-state-of-direct-mail%3Futm_source=tldr%26utm_medium=sponsored-content%26utm_campaign=2026-SODM-webinar/3/0100019c2db194a5-ea21ee18-cfbc-4b8c-9cac-0660db4bb8de-000000/vpKyEdWv9tWHlBFeKZ5Yo_6bO_44kR6CYWCRhPVfPi0=443" rel="noopener noreferrer nofollow" target="_blank"><span>Lob</span></a> surveyed 250 senior marketing and ops leads to see where mail breaks, <strong>why surprise costs happen</strong>, and what high-ROI teams do differently. Here's what they found:</p>
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<li>Logistics is the #1 blind spot<strong>, </strong>but there's an easy fix.</li>
<li>Direct mail investment is rising across the board.<strong> </strong></li>
<li>Without internal logistics ownership<strong>,</strong> USPS changes disrupt planning. </li>
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<div style="text-align: center;"><span style="font-size: 36px;">📱</span></div></div>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fsparktoro.com%2Fblog%2Fnew-research-ais-are-highly-inconsistent-when-recommending-brands-or-products-marketers-should-take-care-when-tracking-ai-visibility%2F%3Futm_source=tldrmarketing/1/0100019c2db194a5-ea21ee18-cfbc-4b8c-9cac-0660db4bb8de-000000/012KdYL6hJcf2YSQM9fhDRyoTFkeQLCC_buxVeppy2Q=443">
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<strong>AIs are highly inconsistent when recommending brands or products (13 minute read)</strong>
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Large-scale testing across ChatGPT, Claude, and Google AI shows brand recommendations change almost every run. Lists, order, and result counts vary widely, which makes ranking positions meaningless. When prompts repeat at scale, certain brands still appear often. That makes visibility percentage across many runs a usable signal. Even with very different human prompts, AIs surface similar core brands. Avoid ranking-based AI tracking and use visibility rates instead. Demand transparent, stats-backed methods before spending on AI measurement.
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<strong>Walmart hits $1 trillion market cap, fueled by growth of e-commerce (2 minute read)</strong>
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The valuation milestone reflects how Walmart has shifted profit growth toward higher-margin businesses like its third-party marketplace and advertising unit. Digital initiatives modeled after Amazon have accelerated earnings growth faster than store sales, reshaping how investors value the business. Listing on the Nasdaq 100 reinforced the company's positioning as a retail platform with tech-like economics.
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<h1><strong>Strategies & Tactics</strong></h1>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fnectivdigital.com%2Fseo-process-how-to-create-content-mappings-for-fan-out-queries%2F%3Futm_source=tldrmarketing/1/0100019c2db194a5-ea21ee18-cfbc-4b8c-9cac-0660db4bb8de-000000/ff-Vxyn7DpBvjwDS89RPBlx4J_eWACXOfMprjixUHrk=443">
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<strong>SEO Process: How To Extract + Map Gemini 3 Fan-Out Queries (5 minute read)</strong>
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AI search creates far more queries per prompt than traditional SEO, which makes content coverage harder to manage at scale. Google Gemini averages 9 fan out queries per prompt, can reach up to 28, and creates about 900 queries for every 100 prompts tracked. ChatGPT averages 2 fan out queries, and there is overlap in terms across systems, which means sites must cover many related query variations. The process uses the Gemini 3 API to extract fan out queries and then maps them against site content using a Domain Coverage Analyzer to identify gaps.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.linkedin.com%2Fpulse%2Fwhos-charge-here-how-keep-your-content-program-track-goals-densmer-9nqbc%2F%3Futm_source=tldrmarketing/1/0100019c2db194a5-ea21ee18-cfbc-4b8c-9cac-0660db4bb8de-000000/EtIb1TYg0qBHruJUcrJRYutlw_JDw9ZGz5tulnC_nM0=443">
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<strong>How to keep your content program on track with your goals (4 minute read)</strong>
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Appoint one senior person to enforce standards and make final decisions. Use a tool like ClickUp, Asana, or Monday to track every content piece and its workflow. Before rolling it out, explain why the system exists and show the costs of skipping steps to your entire team. This ensures everyone follows the plan and meets deadlines.
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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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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.linkedin.com%2Fposts%2Fmattbminor_if-youre-using-claude-code-or-cowork-and-share-7424092242404974594-9ZWB%3Futm_source=tldrmarketing/1/0100019c2db194a5-ea21ee18-cfbc-4b8c-9cac-0660db4bb8de-000000/EHJ0lbJtUWaqZlF3f55hVlC0OLJ3XyYajlFy8cZ-Gwk=443">
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<strong>SEO Overhaul Using Claude Skills (2 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
This post shows how Claude Code installed SEO and GEO skills with a single npx command and ran audits to find broken titles, missing SEO, weak meta descriptions, schema gaps, and pages needing migration. Marketing and AI visibility skills guided what to fix, while Cowork with the Directus MCP applied changes across hundreds of pages. Links to both the SEO and GEO repositories are in the post's comments.
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<strong>YouTube: Unlocking a global audience with auto-dubbing (1 minute read)</strong>
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YouTube is expanding its auto-dubbing feature to all creators, allowing them to auto-translate content into 27 different languages. The platform has also launched “Expressive Speech” in 8 languages (English, French, German, Hindi, Indonesian, Italian, Portuguese, and Spanish), which is designed to capture a creator's original emotion and energy.
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<div style="text-align: center;"><span style="font-size: 36px;">🎁</span></div></div>
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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%2Femaillove.com%2Fwhat-if-email-marketers-practiced-unreasonable-hospitality%3Futm_source=tldrmarketing/1/0100019c2db194a5-ea21ee18-cfbc-4b8c-9cac-0660db4bb8de-000000/fysuQWulZTad3OITg6sWZ7gZjWZ00LfAYWOuRc0BicM=443">
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<strong>What if email marketers practiced unreasonable hospitality? (7 minute read)</strong>
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Inspired by Will Guidara's Unreasonable Hospitality, email marketing should treat subscribers like guests, not targets. Most brands rely on no-reply inboxes and optimize for efficiency over connection. Real email hospitality means replying to people, honoring content and frequency choices, and writing welcome emails that start conversations. These choices build trust and treat subscribers like humans.
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<strong>Trustworthy A/B Patterns – Sticky Call to Action Pattern (3 minute read)</strong>
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Sticky call-to-action (CTA) patterns can drive strong gains in some cases but can also reduce orders and revenue. In one test with over 8m users, a sticky incentives footer increased incentivized orders by 0.35% but reduced total food orders per user by 0.13% and revenue per user by 0.18%, both statistically significant. In another test with nearly 700k users, a sticky buy-now-pay-later CTA increased adoption by 40.2% and raised orders per user and revenue per user by about 9%. Results show that sticky CTAs are powerful but context dependent, and can hurt core metrics even when engagement rises.
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<strong>A new look at free-to-paid conversion (6 minute read)</strong>
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Analysis of 200 B2B software products shows free trials are used by 57% of companies, far outpacing freemium, but median free-to-paid conversion clusters unevenly around 8%. Conversion rates vary by more than 10x between top and bottom performers, making benchmarks misleading without context. Credit-card-required trials deliver ~30% conversion, but materially reduce signups, shifting the growth equation from optimization to trade-off management.
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<h1><strong>Quick Links</strong></h1>
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<strong>LinkedIn's Algorithm Doesn't Rank Posts. It Ranks People (2 minute read)</strong>
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Distribution now favors accounts with clear, consistent positioning, where engagement quality and audience alignment reinforce long-term relevance.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.businesswire.com%2Fnews%2Fhome%2F20260204721675%2Fen%2FNew-Intuit-Mailchimp-Report-Reveals-What-Marketers-Overlook-at-the-Opt-In-Moment-and-Why-It-Matters%3Futm_source=tldrmarketing/1/0100019c2db194a5-ea21ee18-cfbc-4b8c-9cac-0660db4bb8de-000000/LlqF1-_eJjxvT7JrAevUJqnoHJJdPiEE_OUEvcPPLQ0=443">
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<strong>Report Reveals What Marketers Overlook at the Opt-In Moment and Why It Matters (4 minute read)</strong>
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New research from Mailchimp shows most brands over-ask for data at sign-up, hurting trust and list quality from the start.
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<strong>Scroll-stopping email inspo (1 minute read)</strong>
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Email inspo from Otto Skin Goods, fu:di, and Candy Kittens.
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