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1. Open this email.
2. Try this tactic.

Research shows that people are more likely to take your desired action if you emphasize an already completed step. It’s the law of motion, the power of momentum, the motivation of progress:

• Customers visited a coffee shop more frequently when they were given a loyalty card that started with existing progress.
• Customers bought more wine if their selection became the first product in a bundle.
• Survey respondents provide more detailed answers when each section ends with a completion screen.

How can you put this tactic into motion? 

• Let users start with 1 referral instead of zero.
• Tell users their profile is 5% complete, not zero.
• Check off “opening this email” as a first step in your desired action.

In general, acknowledge when your users complete trivial tasks, and give them a little head start on progress.

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Let’s get it on the calendar.

Fireball Whisky and weddings go hand in hand.

The brand has watched as fans have sent “Fireball fairies” down the aisle in place of flower girls, passed out Fireball favors, and even strapped GoPros to the product.

So, they’re getting in on the mischief and revamping the infamous toss with the Fireball Garter, a red and lacy little number that can hold a 50 ml bottle. Bottoms up.