In this issue: Studying the communication secrets of the Sermon on the Mount can help give your messages new power and purpose. And read our latest research on how often you should send marketing newsletters (plus, the best time of day).
The Communication Secrets of Jesus
TLDR: The Sermon on the Mount is Jesus’s only recorded sermon, and it remains one of the most widely-quoted sections of the Gospels. Some of the communication elements he used were framing his teachings positively, making comparisons between old and new, using powerful yet simple images, and speaking with authority. 

So What? Following Jesus’ example can help us communicate our most passionate truths as well. Here's how.

How Often Should You Send Newsletters?
TLDR: 61% of your customers want to hear from you at least once a week, per Campaign Monitor. Media Shower research shows the best frequency is at least once per month, but no more than two times per week.

So What: By understanding email marketing frequency, you can ensure your email newsletters are sent out at the right times and in the right amounts to maximize customer engagement. (Hint: try midweek at midday.)

Marketing Hack: Hosting Great Webinars
The days of quarantine may be in the rearview mirror, but for some, getting together in person remains difficult, and your company needs a great alternative to connect with customers.

Three-quarters of marketing leaders say a webinar is the best way to garner leads. It’s a solid tool for getting the word out about your company and products. You can also chat with customers personally and engage in face-to-face interaction while teaching them something of value.

Here are a few examples of creative webinar ideas from leading brands:

1. HotJar

As a provider of heatmaps and other items for monitoring email campaigns, HotJar offers a special webinar in which speakers give “lightning talks.” These are short, five-minute discussions on specific topics using a maximum of five slides each. The speeches tighten presenters’ communication skills while giving attendees important data in the quickest times possible. Takeaway: Webinars don't have to be lengthy; sometimes, shorter is better.
2. SEMRush

If you’ve got the money, a webinar can be an all-day learning event for those seeking more knowledge and inspiration. Keyword king SEMRush hosts a full virtual marketing event known as Global Marketing Day. It features more than 50 speakers, attracts over 40,000 people annually, and occurs over a 24-hour period. In being so large, the webinar brings in a broader audience and offers guests more opportunities to interact and form partnerships. Takeaway: Webinars can replace in-person conferences; sometimes, variety is better.

A renowned business leadership magazine, Harvard Business Review knows the importance of good sources, so you can bet it always features accomplished and distinguishable speakers. Its upcoming webinar “How to Navigate Crucial Leadership Moments and Deliver Great Performance,” for example, will be headed by David Noble and Carol Kauffman, who are listed among the country’s top leadership consultants. Takeaway: Leverage your experts. Thought leaders are always better.

Looking to host a webinar, but don't know where to start? We help clients create content for both online and in-person webinars and meetups. Download our ebook Best Practices for Community Meetups to see our approach.
Better Marketing
McDonald’s is one man’s go-to source for weight loss. Forget Jenny Craig! Nashville resident Kevin Maginnis is looking to lose 50 pounds within the next 100 days by eating nothing but… McDonald’s? Though the fast-food brand has become synonymous with unhealthy, fat-laden menu items, Maginnis claims to have already shed 13 pounds by following a strict diet consisting purely of McDonald’s meals. He’s also marking his progress online by posting regular updates on his bloodwork and cholesterol readings.
Home Depot gives women their fair share of construction opportunities. The home improvement company has invested more than $200K in trade school scholarships for women looking to establish legacies as project managers and hardhat queens. Per the U.S. Bureau of Labor Statistics, only 11% of the nation’s construction workers are female, and Home Depot seeks to put a dent in what has long been a male-dominated industry.
Sam’s Club partners with Southwest Airlines to offer affordable travel deals. With summer around the corner, Americans are looking to get a head start on their travel plans, and Sam’s Club is giving them the opportunity to save. All $500 Southwest Airlines gift cards are now on sale for only $450, and customers can purchase a maximum of three cards, meaning they stand to save $150 in total. The campaign is just one of several gift card promotions being offered to new members.
Marketing Meme of the Week
Communicating better.