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Customer ExperienceCustomer Experience
+1+1
Don’t overestimate your customers' satisfaction
Feb 16, 2026

Don’t overestimate your customers' satisfaction

Managers often wrongly estimate customer satisfaction and underestimate the impact of product quality on satisfaction by up to 31.6%.

Thomas McKinlay
Thomas McKinlay
B2CB2C
+2+2
How to use exclamation points in emails
Feb 10, 2026

How to use exclamation points in emails

Use exclamation points in your emails if you want to look friendly, but avoid using them to look assertive (e.g. send it by EOD!). People will perceive you up to 13.5% more positively.

Thomas McKinlay
Thomas McKinlay
B2CB2C
+1+1
What makes people like video ads
Feb 03, 2026

What makes people like video ads

fMRI brain scans find that people like video ads that include sounds and dialogues, evoke empathy, have a strong emotional start, and a logical end.

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+3+3
Ask users to register at the start (not the end)
Jan 27, 2026

Ask users to register at the start (not the end)

Prompt people to register at the start of their shopping experience (not at the end, or at checkout). They will be more likely to do so, and later spend up to 13% more.

Thomas McKinlay
Thomas McKinlay
B2CB2C
+1+1
Case study: Boosting support on Patreon
Jan 22, 2026
Premium

Case study: Boosting support on Patreon

To increase subscribers, and how much they contribute, highlight what makes you different and make them feel emotionally invested in you.

Thomas McKinlay
Thomas McKinlay
Customer ExperienceCustomer Experience
+2+2
Let people keep their returns
Jan 20, 2026

Let people keep their returns

When customers want to return a product, refund it while letting them keep it. They will be up to 2x more likely to buy again.

Thomas McKinlay
Thomas McKinlay
B2CB2C
+1+1
How to be competent vs fun on socials
Dec 16, 2025

How to be competent vs fun on socials

Create balanced content (a mix of positive and negative) to appear more competent. Stay always positive if you want to be entertaining. You’ll drive up to 116% more followers.

Thomas McKinlay
Thomas McKinlay
3-min marketing recommendations from the latest scientific research. Join 30,000+ marketers, for $0.

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