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   Harry Potter and The Psychology of Pricing
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                          Accio credit card
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                          There’s a magic phrase that opens wallets and extracts money from half a world away: “Free Shipping.” Obviously, it is actually a sleight-of-hand misdirection hiding the true shipping cost somewhere the customer can't see — not so much up the sleeve as inside the margin. But it works.
                         </p>
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                          The psychology of pricing is fascinating, unless your business doesn’t offer free shipping and you are doomed to endless complaints about postage rates.
                         </p>
                         <p style="font-family:'Helvetica Neue', Helvetica, Arial, sans-serif !important; color:#556575 !important; font-style:normal; font-weight:normal; font-size:18px !important; mso-line-height-rule:exactly; line-height:175%; margin-bottom:18px !important">
                          We could blame the dark wizard Bezos, but ultimately we are cursed by our own nature, preferring the beautiful deception of free to the ugly reality. It seems doubly unfair that being honest about shipping not only
                          <a data-hs-link-id="0" rel="noopener" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                           generates fewer sales
                          </a>
                          , but also creates more work for the customer service team.
                         </p>
                         <p style="font-family:'Helvetica Neue', Helvetica, Arial, sans-serif !important; color:#556575 !important; font-style:normal; font-weight:normal; font-size:18px !important; mso-line-height-rule:exactly; line-height:175%; margin-bottom:18px !important">
                          Our latest
                          <a data-hs-link-id="0" rel="noopener" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                           article on dealing with shipping cost complaints
                          </a>
                          can help you reduce the impact and respond more effectively. If those complaints escalate to abuse,
                          <a data-hs-link-id="0" rel="noopener" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                           my definitely real informercial
                          </a>
                          and associated tips might help.
                         </p>
                         <p style="font-family:'Helvetica Neue', Helvetica, Arial, sans-serif !important; color:#556575 !important; font-style:normal; font-weight:normal; font-size:18px !important; mso-line-height-rule:exactly; line-height:175%; margin-bottom:18px !important">
                          Last week’s video about
                          <a data-hs-link-id="0" rel="noopener" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                           Nanni and the 4 millennia old complaint
                          </a>
                          is a good reminder that none of this is new, and it too shall pass (or end up in the British Museum, I suppose).
                         </p>
                         <p style="font-family:'Helvetica Neue', Helvetica, Arial, sans-serif !important; color:#556575 !important; font-style:normal; font-weight:normal; font-size:18px !important; mso-line-height-rule:exactly; line-height:175%; margin-bottom:18px !important">
                          <em>
                           P.S. If you want to know my best customer complaint story
                           <a data-hs-link-id="0" rel="noopener" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                            send me an email
                           </a>
                           .
                          </em>
                         </p>
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                             Help Scout
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                        <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_inline_rich_text" data-hs-cos-field="richtext_field" data-hs-cos-general-type="widget" data-hs-cos-type="inline_rich_text" id="hs_cos_wrapper_module-0-0-1_" style="color: inherit; font-size: inherit; line-height: inherit;">
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                          Reducing and Handling Ecommerce Shipping Price Complaints
                         </h1>
                         <p align="left" style="font-family:'Helvetica Neue', Helvetica, Arial, sans-serif !important; color:#556575 !important; font-style:normal; font-weight:normal; font-size:18px !important; mso-line-height-rule:exactly; line-height:175%; margin-bottom:18px !important; text-align:left">
                          Shipping costs are a primary cause of ecommerce complaints. Here's what support teams can do to reduce complaints and respond effectively.
                         </p>
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                         <tbody>
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                             <span style="color: #ffffff !important;">
                              <font color="#ffffff">
                               Ship it Good
                              </font>
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                            <!--[if mso]>
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                          <![endif]-->
                           </td>
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                 <tbody>
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                   <td align="center" style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; padding-bottom:30px">
                    <div style="text-align: center; direction: rtl; max-width: 600px; font-size: 0;">
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              <tr>
              <td style="width: 300px; padding: 25px;" valign="middle" dir="ltr">
              <![endif]-->
                     <div class="hs-row-image-column" style="width: 100%; max-width: 286px; display: inline-block; vertical-align: middle; direction: ltr;">
                      <div class="hs-row-image-wrapper">
                       <a data-hs-link-id="1" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                        <img alt="infomercial" class="hs-row-image" height="auto" loading="lazy" sizes="(max-width: 286px) 100vw, 286px" src="https://inboxflows.com/_/image/https%253A%252F%252Femail.helpscout.com%252Fhs-fs%252Fhubfs%252Finfomercial.png%253Fwidth%253D572%2526height%253D320%2526upscale%253Dtrue%2526name%253Dinfomercial.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbWFpbC5oZWxwcyJ9:1mxtKj:3kQ6-4wI5fQRXy6rXii3Bep5CIliI0frN8RozNQOMfY" srcset="https://email.helpscout.com/hs-fs/hubfs/infomercial.png?upscale=true&amp;width=572&amp;height=320&amp;upscale=true&amp;name=infomercial.png 286w, https://email.helpscout.com/hs-fs/hubfs/infomercial.png?upscale=true&amp;width=1144&amp;height=640&amp;upscale=true&amp;name=infomercial.png 572w" style="outline:none; text-decoration:none; -ms-interpolation-mode:bicubic; border:none; display:block; width:285px; height:auto; border-radius:4px" width="285"/>
                       </a>
                      </div>
                     </div>
                     <!--[if mso]>
              </td>
              <td style="width:50%; padding: 25px 25px 0px 25px;" valign="middle" dir="ltr">
              <![endif]-->
                     <div class="hs-row-text-column" style="width:100%; max-width: 296px; display:inline-block; vertical-align: middle; direction: ltr;">
                      <div class="hs-row-text-wrapper" style="padding: 25px 25px 0px 25px; display:inline-block; vertical-align: middle; width: 100%; max-width: 231px; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-style: normal; font-weight: 500; font-size: 18px; color: #1d2b36; line-height: 1.4; text-align:left;">
                       <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_inline_text" data-hs-cos-field="row_text" data-hs-cos-general-type="widget" data-hs-cos-type="inline_text" id="hs_cos_wrapper_module-0-0-3_" style="color: inherit; font-size: inherit; line-height: inherit;">
                        Dealing With Abusive Customers
                       </div>
                       <a class="read-more-link" data-hs-link-id="2" style="mso-line-height-rule:exactly; margin-top:20px; display:inline-block; vertical-align:middle; font-family:'Helvetica Neue', Helvetica, Arial, sans-serif; font-style:normal; font-weight:500; font-size:15px; color:#1292EE; text-decoration:none !important" target="_blank">
                        Read more
                        <span style="display: inline-block; vertical-align: middle; height: 33px; font-size: 20px;">
                         ›
                        </span>
                       </a>
                      </div>
                     </div>
                     <!--[if mso]>
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            <!--
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             <tbody>
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               <td style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Arial, sans-serif; font-size:18px; color:#556575; word-break:break-word; padding:0 10px">
                <table align="center" border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-spacing:0 !important; mso-table-lspace:0pt; mso-table-rspace:0pt; width:100%; max-width:600px; border-collapse:collapse" width="100%">
                 <tbody>
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                    <div style="text-align: center; direction: rtl; max-width: 600px; font-size: 0;">
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              <tr>
              <td style="width: 300px; padding: 25px;" valign="middle" dir="ltr">
              <![endif]-->
                     <div class="hs-row-image-column" style="width: 100%; max-width: 286px; display: inline-block; vertical-align: middle; direction: ltr;">
                      <div class="hs-row-image-wrapper">
                       <a data-hs-link-id="1" style="mso-line-height-rule:exactly; color:#1292ee; text-decoration:none !important" target="_blank">
                        <img alt="oldest-support-complaint" class="hs-row-image" height="auto" loading="lazy" sizes="(max-width: 400px) 100vw, 400px" src="https://inboxflows.com/_/image/https%253A%252F%252Femail.helpscout.com%252Fhs-fs%252Fhubfs%252FImported%2520sitepage%2520images%252Foldest-support-complaint.jpg%253Fwidth%253D800%2526height%253D450%2526upscale%253Dtrue%2526name%253Doldest-support-complaint.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbWFpbC5oZWxwcyJ9:1mxtKj:3kQ6-4wI5fQRXy6rXii3Bep5CIliI0frN8RozNQOMfY" srcset="https://email.helpscout.com/hs-fs/hubfs/Imported%20sitepage%20images/oldest-support-complaint.jpg?upscale=true&amp;width=800&amp;height=450&amp;upscale=true&amp;name=oldest-support-complaint.jpg 400w, https://email.helpscout.com/hs-fs/hubfs/Imported%20sitepage%20images/oldest-support-complaint.jpg?upscale=true&amp;width=1600&amp;height=900&amp;upscale=true&amp;name=oldest-support-complaint.jpg 800w" style="outline:none; text-decoration:none; -ms-interpolation-mode:bicubic; border:none; display:block; width:285px; height:auto; border-radius:4px" width="285"/>
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                     <!--[if mso]>
              </td>
              <td style="width:50%; padding: 25px 25px 0px 25px;" valign="middle" dir="ltr">
              <![endif]-->
                     <div class="hs-row-text-column" style="width:100%; max-width: 296px; display:inline-block; vertical-align: middle; direction: ltr;">
                      <div class="hs-row-text-wrapper" style="padding: 25px 25px 0px 25px; display:inline-block; vertical-align: middle; width: 100%; max-width: 231px; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-style: normal; font-weight: 500; font-size: 18px; color: #1d2b36; line-height: 1.4; text-align:left;">
                       <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_inline_text" data-hs-cos-field="row_text" data-hs-cos-general-type="widget" data-hs-cos-type="inline_text" id="hs_cos_wrapper_module-0-0-4_" style="color: inherit; font-size: inherit; line-height: inherit;">
                        Museum of Customer Support: The World's Oldest Complaint Letter
                       </div>
                       <a class="read-more-link" data-hs-link-id="2" style="mso-line-height-rule:exactly; margin-top:20px; display:inline-block; vertical-align:middle; font-family:'Helvetica Neue', Helvetica, Arial, sans-serif; font-style:normal; font-weight:500; font-size:15px; color:#1292EE; text-decoration:none !important" target="_blank">
                        Watch the video
                        <span style="display: inline-block; vertical-align: middle; height: 33px; font-size: 20px;">
                         ›
                        </span>
                       </a>
                      </div>
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                     <!--[if mso]>
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              <![endif]-->
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                     <div class="hs-row-image-column" style="width: 100%; max-width: 286px; display: inline-block; vertical-align: middle; direction: ltr;">
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                       </a>
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                     </div>
                     <!--[if mso]>
              </td>
              <td style="width:50%; padding: 25px 25px 0px 25px;" valign="middle" dir="ltr">
              <![endif]-->
                     <div class="hs-row-text-column" style="width:100%; max-width: 296px; display:inline-block; vertical-align: middle; direction: ltr;">
                      <div class="hs-row-text-wrapper" style="padding: 25px 25px 0px 25px; display:inline-block; vertical-align: middle; width: 100%; max-width: 231px; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-style: normal; font-weight: 500; font-size: 18px; color: #1d2b36; line-height: 1.4; text-align:left;">
                       <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_inline_text" data-hs-cos-field="row_text" data-hs-cos-general-type="widget" data-hs-cos-type="inline_text" id="hs_cos_wrapper_module-0-0-5_" style="color: inherit; font-size: inherit; line-height: inherit;">
                        7 Retention Marketing Strategies for Ecommerce Merchants
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                        Made by hand in over 75 cities around the world.
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