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<div style="display: none; max-height: 0px; overflow: hidden;">SaaS companies are using pricing and packaging changes to guide upgrades and add value without cutting list prices. One company cut a Pro AI discount </div>
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<h1><strong>TLDR Marketing <span id="date">2026-01-05</span></strong></h1>
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<strong>Chaos is so last year. Find calm in the marketing storm with Asana (Sponsor)</strong>
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With the new year comes a clean slate, and there's no better time to set up your team to thrive with Asana.<p></p><p><a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fasana.com%2Fcampaign%2Fmarketing%3Futm_source=tldr%26utm_medium=pd_newsletter_cev%26utm_campaign=namer_us_en_cev_signup_nltrtxt_tldr_newslettertxt-conversion_icp-pub%26utm_term=en_marketing_0_lp_mkgq4_janv1long_cstm_cstm_tryfree_0x0_0-us-tldr-corp-ent-vert%26utm_content=namer_us_en_cev_signup_nltrtxt_dir_tldr_prsp_3p_icp-marketing-subscribers_all_0x0_newslettertxt-primary-010526/3/0100019b8e0c0dca-3a34715c-0a7d-46b7-a78b-5468bd3f7958-000000/4YN2iIo3BBM-_EPIRznx_G0rSnXZ4XCSbTt-sSKsfiQ=438" rel="noopener noreferrer nofollow" target="_blank"><span>Asana</span></a> is the work management platform where marketers can find a single source of truth, coordinate smoothly, and adapt to any market conditions for faster campaign launches. </p>
<p>With AI-powered workflows, your team can plan more easily, speed up campaign production, and reduce busywork. </p>
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<strong>You Can Now Hire Someone to Return All Those Unwanted Gifts (4 minute read)</strong>
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A growing post-holiday industry has emerged around paid return services as shoppers outsource the hassle of returning unwanted gifts to gig workers and startups like ReturnQueen. Platforms such as Taskrabbit have reported sharp increases in return-related bookings. With returns now a standard part of holiday shopping, these services appeal to people willing to pay for convenience. E-commerce friction continues to create new demand for labor rather than eliminating it.
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<strong>Advertising Will Boom in 2026, but Hollywood Is at Risk of Being Left Behind (3 minute read)</strong>
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Advertising spend is forecast to rise again in 2026, but most of the gains will go to tech platforms like Meta, YouTube, and TikTok. TV continues to lose share despite stable topline figures, and even streaming growth is slowing. Entertainment companies are trying to attract smaller advertisers through programmatic tools, but face a structural disadvantage against digital platforms.
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<h1><strong>Strategies & Tactics</strong></h1>
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<strong>5 Pricing Ideas (2 minute read)</strong>
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SaaS companies are using pricing and packaging changes to guide upgrades and add value without cutting list prices. One company cut a Pro AI discount from 50% to 20% and raised the price from $19 to $30 to steer users toward Pro. Another company reduced its plans from five to two by moving most users to pay-as-you-go, which removed usage caps and lowered decision friction. Other examples include replacing generic pricing page banners with value-specific messages, selling short-term seasonal seats, and increasing usage limits for paid users as a promotion instead of lowering prices.
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<strong>Lemme Marketing Strategy: How the Brand Scaled From DTC Buzz to Mass Retail (11 minute read)</strong>
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Lemme scaled by turning trust into a system and sequencing channels with intent. It led with benefit-first products designed to be understood in seconds, then used creator gifting as a repeatable UGC engine that educated buyers through routines rather than hype. DTC served as the story and testing ground, Target functioned as validation, and Walmart delivered scale. Packaging, PDPs, and messaging were kept consistent across social, site, and shelf. Retail expansion doubled as a credibility signal, while compliance guardrails ensured claims and creator content stayed controlled.
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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>Wish you could launch campaigns faster in 2026? Try Asana for free (Sponsor)</strong>
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Speed to market matters. <a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fasana.com%2Fuses%2Fcampaign-management%3Futm_source=tldr%26utm_medium=pd_newsletter_cev%26utm_campaign=namer_us_en_cev_signup_nltrtxt_tldr_newslettertxt-conversion_icp-pub%26utm_term=en_marketing_0_lp_mkgq4_janv2short_cstm_cstm_tryfree_0x0_0-us-tldr-corp-ent-vert%26utm_content=namer_us_en_cev_signup_nltrtxt_dir_tldr_prsp_3p_icp-marketing-subscribers_all_0x0_newslettertxt-secondary-010526/2/0100019b8e0c0dca-3a34715c-0a7d-46b7-a78b-5468bd3f7958-000000/WBvw7E0btE-UDSbHXqtnF74W114da-djfjdWADB3MGw=438" rel="noopener noreferrer nofollow" target="_blank"><span>Asana</span></a> helps you keep your campaigns on track and on message for faster launches:
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<strong>Build Your First Reddit AI Agent (Webinar)</strong>
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About 25% of Reddit posts relate to product recommendations, making it a high-intent space for buyers. This webinar walks through how to create a workflow that automatically surfaces high-intent discussions. It will take place on January 14 at 9:30 AM PST.
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<span>
<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fblog.hubspot.com%2Fmarketing%2Fmarketing-efficiency-ratio%3Futm_source=tldrmarketing/1/0100019b8e0c0dca-3a34715c-0a7d-46b7-a78b-5468bd3f7958-000000/cKWPuTkOruVJVW1EoI87UXtRWNzHDG6bx3IF_mjN--8=438">
<span>
<strong>Marketing efficiency ratio: How to calculate and improve yours (12 minute read)</strong>
</span>
</a>
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<br>
<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
The marketing efficiency ratio (MER) shows how much total revenue marketing generates for each $1 spent and gives a top-level view of overall performance across all channels. It is calculated as total revenue divided by total marketing spend. A sample result of 5.0 means $5 in revenue for every $1 spent. The metric cuts through attribution noise, but it does not show which campaigns perform best. A good result depends on margins and business model rather than a universal benchmark. The ratio works best when tracked consistently over time and paired with metrics like ROAS and LTV to explain changes.
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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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<span>
<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.cxtoday.com%2Fmarketing-sales-technology%2Fevaluating-ai-personalization-engines%2F%3Futm_source=tldrmarketing/1/0100019b8e0c0dca-3a34715c-0a7d-46b7-a78b-5468bd3f7958-000000/oeqc4-NwoNomUgxPQuIWKkXmVE7jNXzwu-450UsiGjM=438">
<span>
<strong>Evaluating AI Personalization Engines: Avoiding Over-Messaging and Endless Repetition (8 minute read)</strong>
</span>
</a>
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<br>
<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
AI personalization often breaks down when systems over-optimize for engagement and flood customers with repetitive messages. The core issue is not the technology but incentive structures and algorithms that ignore intent. The most effective systems are defined by transparency and the ability to decide when not to send a message at all.
</span>
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<span>
<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.theguardian.com%2Fmedia%2F2026%2Fjan%2F02%2Funilever-ad-strategy-vaseline-tiktok-social-media%3Futm_source=tldrmarketing/1/0100019b8e0c0dca-3a34715c-0a7d-46b7-a78b-5468bd3f7958-000000/SpnIpeaHX1NQYM7nA01wFn26gtyP4N_o2GL31dDDEps=438">
<span>
<strong>‘Social listening': Unilever seeks to capitalise on Vaseline's TikTok moment (3 minute read)</strong>
</span>
</a>
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<br>
<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Vaseline has gone viral on TikTok. Users are showcasing creative hacks involving the product, from fixing squeaky doors to enhancing perfume longevity. Unilever, recognizing the momentum, validated several of these claims through its scientists and amplified them using content creators rather than traditional ads.
</span>
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<div style="text-align: center;"><span style="font-size: 36px;">⚡</span></div></div>
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<h1><strong>Quick Links</strong></h1>
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.marketergems.com%2Fp%2Fbeehiiv-founder-led-growth-marketing-strategy%3Futm_source=tldrmarketing/1/0100019b8e0c0dca-3a34715c-0a7d-46b7-a78b-5468bd3f7958-000000/yw7vCVQOP2kHUE5Mb6QMVPCI8rLHXfLHPebs2OUQnG0=438">
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<strong>beehiiv's Founder-Led Growth Marketing Strategy (3 minute read)</strong>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
beehiiv drove growth by using monetization-first infrastructure to win serious creators.
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<a href="https://tracking.tldrnewsletter.com/CL0/https:%2F%2Fwww.linkedin.com%2Fposts%2Fjulia-holmqvist_new-year-do-this-immediately-if-you-run-activity-7412813675201204224-5K9Z%3Futm_source=tldrmarketing/1/0100019b8e0c0dca-3a34715c-0a7d-46b7-a78b-5468bd3f7958-000000/AsR2oe27caZyR5i2LEp7zCW5Vsjn1x3Yg0ulF23AQFo=438">
<span>
<strong>8 Reminders to Kickstart Your Social in 2026 (1 minute read)</strong>
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</a>
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<span style="font-family: "Helvetica Neue", Helvetica, Arial, Verdana, sans-serif;">
Spend 15 minutes logging followers, top and low posts, and brand moments to set your start-of-year baseline.
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