Your Marketing Needs More UX

Your Marketing Needs More UX

Gone are the days where companies just blasted out marketing and advertising to the masses. Now you can—and should—have personalized conversations with your customers and provide them a helpful experience, especially when you’re marketing to them.

The good news is that you don’t even have to leave your office to learn important lessons about improving your customers’ experiences—just talk to the design team at your organization. Designers have been focusing on user experience (UX), and it’s time you do the same for your marketing.

The UX Basics

Let’s start off by breaking down what we mean by UX. Don Norman coined the term UX in the mid-90s and defines it as encompassing “all aspects of the end-user’s interaction with the company, its services, and its products.”

Sounds broad, right?

To help break it down, Clark Wimberly identified 5 important UX principles that I believe are just as important for marketing, too. For this article, we’re focusing on digestibility, familiarity, and delight, and ways you can audit your marketing programs for each of them.


Here’s a scenario: You’ve done your research and your content marketing is helpful, timely, and onbrand. It’s chock-full of helpful tips that will make your users’ lives easier. You’re confident that it’s going to perform.

But then you launch it, and … crickets. No one reads it or shares it.

The problem is that it may be technically good, but it’s too hard to digest.

Thing to audit: Your blog. Ask yourself, is it easy to read? Are sidebars and pop-ups getting in the way of reading the articles? Are there nuggets of information that can be easily shared on social media?


Dale Carnegie said in his classic book How to Win Friends and Influence People, “Remember that a person’s name is to that person the sweetest and most important sound in any language.”

We have the technology now to personalized conversations—even beyond just throwing in a {{First_Name}} into a CRM email. We can now segment customers based on any criteria and have real, useful conversations with them.

Thing to audit: Your emails. Ask yourself, Is this email being served at the right time and to the right person? Do I know enough about this person to make sure that it’s helpful?


Delight may be the most overused word in the technology space today. The definition of delight is a high degree of pleasure or enjoyment, joy, rapture.

I might be amused by something, but to be actually delighted? It’s a bigger ask, but it’s absolutely possible.

Thing to audit: Your social interactions. Make someone’s day with an unexpected “thank you.” You’d be surprised by the value of stickers, t-shirts, and other swag. Also, take an extra moment if you’re responding to someone on Twitter to see if they dig cat GIFs or obscure 80s movie references.

As a side note, consider removing some branding from your products. An awesome, unbranded t-shirt design means if someone comments on it, the person will talk about your company. No one asks where someone got a branded t-shirt.

The Core: Use UX To Build Relationships

UX and relationship marketing are at their essences the same—frictionless, friendly, and joyful. Your marketing should be doing more than selling, it should be continually adding value to your customer.

By focusing on UX, you can do just that.

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