Tavanberg's monthly round-up of ideas
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Hey, Summer! It’s been like, what, 12 months or so? You look a-maz-ing. Have you been working out? Stop it, we hate you. JK, you’re the best!

We here at Tavanberg have been working on some very exciting projects on the DL and can’t wait to share results later in the season. For now, here are the stories we’re digging this month:
Don’t scrub inactive newsletter subscribers
Mailchimp crunched the numbers on 40 million email addresses and deduced that far from being the dead weight that’s killing your newsletter open rates, subscribers who don’t open your e-newsletters still generate revenue. In fact, they have 32 per cent of the value of an active subscriber and are still seven per cent more likely to make a purchase that someone who isn’t signed up for your missives. They are reading your email subject lines and you’re still on their radar, so don’t purge them, says Mailchimp.
Mailchimp Blog
How Whistler Blackcomb crushes it on Snapchat
Snapchat is on fire: On any given day, it reaches 41 per cent of all 18- to 34-year olds in the United States. Whistler Blackcomb Ski Resort (Snapchat: whistlerblckcmb) is a pioneer of this app, having hopped on the snapwagon (ha!) a year ago. While the staff crafts stories that appear effortless and spontaneous (ephemerality being the raison d’être of Snapchat), these photos, videos, narratives and even emoticons are actually planned out in advance each week. Geared to destination marketing organizers, this article probes deeper into the barriers and best practices that are useful to nearly anyone looking to leverage Snapchat as a marketing tool.
Destination Think
Twitter takes over a small Spanish town
There are just 3,500 residents in the town of Jun outside of Granada in southern Spain, but half of them are on Twitter, which they use as a community communication tool. By doing so, the town mayor says he’s shaved the approximate equivalent of $380,000 USD off the budget since 2011. On the flip side, critics suggest that cutting a municipal workforce and outsourcing it to Twitter is questionable, and some Jun residents say they would rather officials concentrate on working rather than honing their tweets. 
New York Times

Why you need social media for SEO
“Brands pour significant resources into social media,” says writer/content strategist Emma Siemasko, “but they usually see the investment as a means for ads and consumer engagement rather than SEO.” But search engine optimization is dependent on social media status. Through a case study of one of her clients plus industry research, Siemasko shows that SEO and social media are linked. Even though Google is typically opaque about its algorithm, it legitimizes brands that have a meaningful social networking presence.

Instagramming makes you enjoy the moment more, not less
It turns out that everyone who’s been slagging off Instagram for killing the moment is wrong. When we Instagram, the mental act of curating and documenting moments enhances our enjoyment of them, according to a new paper in the Journal of Personality and Social Psychology. This social medium demands choices about what is significant, and therefore worth remembering. So carry on with the foodstagrams, if you please.
The Atlantic

Jenn was interviewed for podcast AudioMag about how to send better e-newsletters. 

Kat's been writing about relaxing retreats near Torontosmall-batch gin and new trends in chilled coffee.

Check 'em out!

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