Interview with Tiziano Barbagallo from Datatrics

We asked the Italy Country Manager of the company recently acquired by the MailUp Group to explain how the Predictive Marketing platform works in practical terms, and how it brings businesses an average increase in turnover exceeding 30%.

“The future is predictive”. It seems like an oxymoron but it’s not. Predictive Marketing is still an obscure topic for many, especially in its practical applications. While in reality the technology exists, it is simple, immediate, and available to all companies.

This was clear to us after our chat with Tiziano Barbagallo, the Italy Country Manager of Datatrics, the Dutch company that developed a Predictive Marketing platform and has been part of the MailUp Group since 2018.

Datatrics then reached Italy in early 2019 under the leadership of Country Manager Tiziano
Barbagallo: born in Catania in 1985,
Tiziano comes from Schibsted Media Group, where he had been the Country Manager
of the Pagomeno comparator since 2017. Before that he worked at Subito from
2013 to 2017, initially as a Program Management Officer and then as a Business
Development Manager. Going back even further, he was a Senior Project Manager
at Vodafone from 2010 to 2013.

We asked him a few questions to understand how Predictive Marketing and the
Datatrics platform works. Let’s see what
he answered

Tiziano Barbagallo, Italy Country Manager of Datatrics

How would you define Predictive Marketing?

Predictive Marketing is a set of marketing
strategies that, thanks to the collection of data and information on customer
behavior and habits, allows companies to anticipate
and forecast
their future needs.

How does Datatrics fit into this context?

To date, the main problem of Predictive
Marketing is its complexity: it requires specific knowledge of statistical
techniques, predictive modeling tools, machine learning, and data mining in
order to analyze historical and current facts and provide predictions about the
future or unknown events.

Datatrics, on the other hand, is a Predictive Marketing solution based on
Artificial Intelligence that does not require specific technical or
statistical skills
: it has a modern, simple interface and does not require
integration or dedicated developments. It is a plug&play solution: it aggregates data from internal sources (CRM, email, social
networks, e-commerce, web analytics, etc.) and external sources (demographic data, weather conditions, traffic
intensity, etc.) and uses them to build a complete database with comprehensive customer profiles.

Next, thanks to the artificial intelligence
algorithm Datatrics Predict®, you can predict
the interests of customers
who interact with your website, emails, and
marketing campaigns (Google, Facebook, Display Adv, etc.), allowing you to
create dedicated Customer Journeys
and communicate with customized content that encourages a purchase.

In summary, Datatrics makes Artificial
Intelligence and Predictive Marketing technology accessible to all companies, thanks to a very simple and intuitive

Can you help us understand how the integration between Datatrics and MailUp works with a practical example?

Let’s take the case of an e-commerce site selling electronic products. Thanks to the
Datatrics-MailUp integration, the following operations can be carried out:

  • Create a segment for users in the “Decision” phase, who are
    sensitive to discounts and interested in the “TV” category 
  • Customize a Facebook advertising campaign showing the most suited TV for this
  • When users click on the Facebook Adv and
    land on the website, Datatrics lets you display customized products (for example TVs and related products)
  • If the user decides not to put the
    product in his cart and wants to close the website, then Datatrics displays a pop-up with a Newsletter subscription
    button in exchange for a coupon
  • The user enters his email address and
    receives a personalized email with
    the coupon via MailUp, possibly along with a suggestion of products based on
    his decision-making flow
  • When the user purchases the TV and
    passes on to the “Evaluation” level of the funnel, he receives another automatic email from MailUp
    with suggestions for related and similar products, as well as an invitation to
    leave a review on Facebook
  • Based
    on the user’s interaction with the email sent by MailUp, it will always be
    possible to define further marketing
    on the various touchpoints (adv, website, email).

On what levels of the funnel do Datatrics and MailUp operate?

The Datatrics-MailUp combinationlets companies work on all levels of the funnel, in an
automated and simple way.

An integrated strategy lets you activate different touchpoints – for example as
Adv campaigns (in acquisition or retargeting), recommended content and pop-ups
on the site, personalized and automatic emails – deciding whether to activate
them on a specific level of the funnel or on all of them.

Here’s an example: a user in the
“Consideration” phase can have a message
or personalized content
displayed on the site; when that user closes the
page, he is sent a personalized email (at the best time in order to maximize
the open rate) to push him to land on the site again to finalize the purchase,
possibly proposing a coupon. So with these operations, the user is accompanied
to the next level of the funnel, that of “Intent”.

Do you have estimates on the average increase in turnover thanks to predictive marketing?

Studies and research from prestigious American
universities have demonstrated the success of predictive algorithms applied to
marketing, reporting average increases
in turnover of 10-15%

While companies using Datatrics Predictive Marketing are obtaining incredible results,
with average increases in turnover of over
after just a few months. This is because companies generally increase
both the conversion rate and the average receipt amount with Datatrics, with a
multiplier effect on turnover.

Moreover, since it is real machine learning, the algorithm is constantly and continuously
updating, thus performance can also improve over time.

Do you have to have data analysis skills to use Datatrics?

Datatrics does not require specific data
analysis or development skills, as it is a platform developed specifically for
those working in marketing and has a very
fast and easy UX/UI

This lets companies’ marketing teams focus on
defining the strategy and letting Datatrics work independently.

Speaking of the market, in which business sectors would the MailUp-Datatrics integration have the greatest effect?

The combined use of Datatrics-MailUp brings great added value to any company, regardless of the sector to which it belongs. But the integration is truly decisive in the e-commerce/retail and travel/leisure sectors thanks to the high level of email personalization. This leads to a significant increase in email marketing and sales metrics.

Furthermore, information relating to user
behavior with emails (openings, clicks, etc.) can be intelligently reused to stimulate purchases on the site and
optimize advertising campaigns.

What type of progress has Datatrics made in Italy since its arrival? Has it been easier or more difficult than abroad?

Datatrics has been very well received on the Italian market. Our country has
different characteristics compared to Holland, where Datatrics was launched
over two years ago, and where the internet penetration and digital skills are
far ahead of Italy.

This is why the “education” aspect is decisive for us, that is, helping
companies understand the benefits of a tool like Datatrics. And the results
will speak to this.

number of Datatrics customers grows every week
and in just a few months we’ve reached 10% of the Dutch customer base. Italian
companies are very demanding; they encourage us to continue working to improve
the platform with new features and additions.

Datatrics Team
From left: Francesco Taurino (Account Manager), Francesco Prete (Client Success Coordinator) and Valerio Mensitieri (New Business Development Coordinator)

How do you see the future of Datatrics?

The future prospects are absolutely encouraging. We have a lot of room in
the Italian market, a large margin considering the increasing awareness of the need for Predictive Marketing tools.
I certainly expect more competition in the coming years, but Datatrics will
continue to work to be a step ahead.

The Italian team is growing: there are currently four of us split
between the Sales and Client Success areas. The commercial structure continues
to grow and we expect more new entries in the coming months with roles such as Account Manager and New Business Development Coordinator.
Similarly, we will also enhance the Client Success area by adding a Solution

I also expect Datatrics to consolidate in the
Dutch market in addition to international
in other countries.

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MailUp’s advanced filters have arrived

You can now create a filter by linking different conditions to segment recipients with maximum precision. The result? More flexibility, better engagement, and greater conversions.

We’ve been working for months on customizing campaign tools in developing the MailUp platform. We had started with new workflows then moved on to custom rows.

Today, we announce another great step forward: advanced filters where companies can fine-tune segmentation rules with maximum precision for sending increasingly profiled and relevant e-mails.

The new filters are so advanced that 100 profiles can be identified within a database of, let’s say, 10,000 contacts. The campaign is significant for those selected, yet excludes others for whom the message wouldn’t be of particular interest.

In terms of performance, what does segmentation translate into? It means greater recipient engagement. This is then verified through the key metrics of open, click, and conversion rates.

This post is the first in a cycle dedicated to customization tools. It is intended to accompany you in discovering new advanced filters. First, let’s zoom out.

What are filters?

We need a brief introduction before discussing innovations. This is mainly for the beginner or companies that have yet to try their hand at segmentation activities.

The MailUp filter is a function that allows for sorting recipients into segments based on a variety of conditions. Such conditions can be set based on the recipient data and information within the database. There are four data sets that correspond to four types of configurable filters:

  • Profile filter: based on each recipient’s saved data profile
  • Activity filter: based on the actions that the recipient has or hasn’t done (i.e., behavior)
  • Geographic filter: based on the recipient’s location upon opening your e-mail (localization is possible because of IP-collected information)
  • Device filter: segments according to the recipient’s device used in opening and engaging with your messages.

What did companies need?

Following our constant search for feedback, certain pressing needs
emerged from our clients. In particular, those needs involve:

  • Creating filters by combining different conditions
  • Creating a filter copy
  • Being able to branch the filter to create subsets of conditions and hierarchies
  • Making operations easier and more intuitive, even for companies that may initially overlook such Email Marketing tools.

That’s it for the introduction. Let’s jump right in.

How to work with the new advanced filters

Create and link up to 20 different conditions

You can now fine-tune a link of conditions. This allows you to create a filter that selects a segment of recipients in the most precise and accurate way.

In reality, this means you can obtain a segment of recipients from your database to perfectly represent the target of your next campaign.

If you go to the platform, then the Filters section (Recipients > Filters > New filter), you will find the Add condition button.

This function lets you apply an additional search command to the filter, so that you can perform further segmentation on the previous one.

In relation to the previous, the new condition
applies in two ways:

  • Including the (AND button): recipients selected with the new condition;
  • Excluding (OR button): recipients selected with the new condition.

The degree of segmentation can be very high. It is possible to add and link up to 20 conditions.

Need an example? An e-commerce can create a filter for these linking conditions:

  1. First condition: Include only female recipients
  2. Second condition: Include recipients with birthdays on gg/mm
  3. Third condition: Excludes all green-eyed recipients.

This is just an example, but it provides a good idea of how the new filters enable you to perform very advanced segmentation operations through details.

Branching the filter to create condition subsets and hierarchies is also possible. For example:

[Condition 1 OR Condition 2] AND ALSO Condition 3  

Where Condition 3 applies to the result of the set given by Condition 1 and Condition 2

Preview the created segment

You have created your campaign and the filter with all conditions in place. However, would you like to glance at that segment’s sample size or check if there’s a specific internal contact?

You can now do it from the same page in which you are creating the filter: Simply click on Calculate recipients.  

This is how you’ll always have full control over your filter-created segment. We constantly say that our goal is to guide advanced functions with tools for making operations agile, simple, and immediate.

Share the filter with all lists

Simplicity and immediacy, we’d say. Here’s another innovation that greatly simplifies marketers’ operations: the possibility of sharing the newly created filter with all other lists in the MailUp platform.

Make the advanced filter available to all other recipient lists in just one click.

Are you asking yourself—”what’s a list”?

A list is an independent set of messages, recipients, settings, and statistics that you can use to manage a certain type of mailing (e.g. a list for loyal customers, a newsletter list, a foreign markets list, etc.).

Create a filter copy

Being able to duplicate the newly created filter is no less important.

In understanding its usefulness, just think of how important it is to make a filter similar to the one created (exactly the same but with a different condition, let’s say) without having to start from scratch by performing the same actions.

Essentially, this is a nice step forward in terms of flexibility and agility in operations.

Everything is more clear and simple, even for the beginner

Along with the functions’ development, we have improved the interface of the Filters section in order to make each segmentation operation clearer and more accessible.

The redesign involved both the graphics and the texts to offer an intuitive interface, even for those who have never handled the filters. As previously mentioned, we always accompany usability and UX development when it comes to developing functions. The goal is to offer companies a powerful but also ready-to-use tool.

To sum up

Got any ideas on the potential of new advanced filters? As anticipated through this blog post, we’re launching a cycle of posts focused on segmentation functions and activities. We’ll show you some filter case studies and go deeper into the possibilities for your business.

If you haven’t had a chance to try MailUp, the filters, and any other E-mail Marketing features yet, then we invite you to request a free platform trial today. Try it free for 30 days—create, send, and measure the results.

Try MailUp'

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Messaging Apps for e-commerce: a strategic guide

There are 5 necessary steps for online stores to launch products, collections, and catalogs on Facebook Messenger and Telegram.

We know that e-commerce is no longer a niche. Rather, it is the real engine of expansion and innovation in offline retail.

We also know that year after year mobile shopping grows in double digits. Nevertheless, the smartphone and tablet world has not been fully “tapped” by e-commerce yet. Still, too little attention is placed on the most-used channels, which is where the real conversation takes place.

So what are the channels that an e-commerce must oversee for a conversational approach to marketing? Without a doubt—Messaging Apps.

We are now going to show you how both the e-commerce and chatting spheres meet on Messaging Apps. We have identified 5 operations. These are within every companies’ reach in developing an effective e-commerce strategy tailored to Messaging Apps.

Overview: the necessary tools

Seek technology before thinking about strategy. Manually creating your campaigns on different Messaging Apps is unthinkable. We need an integrated tool, and we rely on Messaging Apps for our strategy. This involves the MailUp channel for reaching customers and prospects on Facebook Messenger and Telegram.

In short, here’s what you need to build a Messaging
Apps strategy:

✅ Your e-commerce catalog

✅ MailUp Messaging Apps

✅ Your e-commerce’s Facebook Messenger or Telegram page.

Discover in detail what you can do with Messaging Apps »

1. Gather your contacts

Horror vacui in front of an empty database? Fear not. Let’s look at a set of tools and techniques for creating an audience from scratch and make it grow over time. This will be the target of your Messaging Apps campaigns.

Multi-channel pop-up form

Create one in just a few steps with MailUp. Choose the style, location, viewing times, and subscription channels (e-mail, SMS, Facebook Messenger, Telegram). You will receive the HTML code to enter into your site’s most strategic points.

Button on the site

When clicked, this HTML-written button relates to the Facebook Messenger or Telegram conversation.

How do I obtain the link
to the conversation?

  • Facebook Messenger
    Go to your Facebook page. Click on Settings > Messenger Platform > Your Messenger Link > Copy the Link
  • Telegram
    The reference link is as follows: where the botname is the one chosen upon creation of the Telegram account.

Your Facebook page button

Go to your Facebook page home. Select Add a button > Send a message. Last, select Messenger as a location to redirect the user.


Always set the triggered message Invite to subscribe, so that when the user opens the conversation for the first time, he/she will find a triggered message with an invitation to register via keyword. Need an example? “Type START to receive news and offers on Messenger”.

A Facebook page visual

Unleash your creativity to design a visual where you can promote your Messenger and Telegram channels. Insert them as a cover image for your Facebook page, as a post, or on any of your site pages.

Messenger Code

People can point the camera at your QR code. A conversation will start instantly where your triggered message invites the user to register by code.

2. Create an automation

On one side is your product catalog, whereas on the other is Messaging Apps. Creating an automation is the best way to optimize operations. Automatically send campaigns based on each new arrival in your e-commerce catalog.

First step: Create the content source where the products of your catalog are kept and updated. You can choose between two types of sources:

  • URL, i.e., the link to an RSS or ATOM feed;
  • File (csv, json, zip) where your products are loaded.

Each campaign is automatically composed and launched when the source is updated with new products.


Always set the frequency of content updates. You can choose to trigger the sending:
» When new content is available;
» After a precise time interval (e.g. every 24 hours, once a week, etc.).

3. Define the campaign layout

Give the campaign a featured layout once the automation has been created. You have different possibilities but they all share a kernel—the capability of combining the incisiveness of an SMS with the richness of an e-mail.


Always check that text and images are loaded into your feed or file as you want them to appear in your campaigns.

4. Launch special campaigns

What’s the other side of a strategy for Messaging Apps? Key events, such as summer sales, January sales, the Christmas holiday season, and Black Friday. These hot shopping moments are indispensable for any e-commerce.

The editor lets you create a message in just a
few clicks. Choose from a wide range of graphics and content modules:

  • Text
  • Text and button
  • Image
  • Video
  • Audio
  • File

5. Create a Telegram channel for loyal customers

Telegram is the perfect outlet for creating a differentiated cluster of recipients. Few things gratify the customer more than the sense of exclusivity. Why not create a group entirely dedicated to offers, collections, and promotions for gold customers?

1. Select customers who report the highest levels of spending and purchasing frequency over the last 12 months

2. Send them an e-mail demonstrating the loyalty project of the Telegram channel with a URL-linked call to action for registering to the channel (as previously seen: Here is an example for the email copy:

The best catalog discounts
Only for you, only on Telegram

We want to reward you for your loyalty (but don’t tell anyone…)
Wardrobe Prime was born as a preferred channel on Telegram for getting the best discounts on our product collection.

3. Create a plan for special campaigns dedicated to a selection of products with related discounts and promotions.

Find out how to implement your Telegram channel with 7 inspirational usage scenarios »s

5 best practices for Messaging Apps

Always set the triggered welcome message
Sent automatically as soon as the recipient opens the first conversation with your brand. What should the message contain?

  • A written welcome message
  • The invitation to join the channel
  • The keyword (e.g. START) that triggers the subscription

Upload images and product descriptions to the source
Here are some guidelines for a better result:

  • Title: 70 characters including spaces
  • Description: 80 characters including spaces
  • Images: 600 x 360 pixels

Find the right sending frequencyDon’t go too far with sending too often (avoid
being spammy) or too low (avoid making the conversation too lax and
occasional). What’s a good middle ground? One posting per week.

Send around meal times
Recent research has shown the tendency to dialogue and read messages via Messaging Apps during meal times. It’s no news that we keep the phone in our hands, even while eating.

Set a message for support requests
Automatically notify the receipt of the request so that the customer care team will handle it. Don’t forget that you can integrate Messaging Apps with Zendesk and other customer care platforms.

Was this guide helpful? Now all you have to do is put in practice what you’ve seen. Request a free trial of the MailUp platform. Take advantage of not only the Messaging Apps but also e-mail and SMS.

Give MailUp a go!

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19 Small Business Email Marketing Tips For Successful Campaigns

In 2019, almost any skill or talent can lead to a genuine business idea, thanks to the perks of the world-wide-web.

This is why more and more people choose to leave their day job behind and explore the unknown, through starting their own business.

Unfortunately, not everyone has a clear lead generation strategy and even if they do, most don’t utilize the most powerful marketing tools.

The majority has yet to realize how small business email marketing can turn one’s passion into a dream job.

This is why, in today’s article, we will give you some tips to help you grow your business’s email list and, as a result, your revenue.


Small business email marketing Tips

Did you know that email marketing has the highest potential ROI compared to all other digital marketing methods?

That’s right. For every $1 spent on email marketing, you can expect to receive $38 in return.

We have compiled a list of 19 tips that will turn you into an email marketing pro, and make this digital marketing channel one of the best, if not the only, source for new clients.

Add a subscription box to your website

If you are in the process of creating your own small business, or if you already are a business owner, you probably have your own website.

Have you ever imagined how your customer’s journey looks like when they decide to check your page?

They probably go to your online store (if you sell products) or check the testimonials. If they like what they see they may even read a couple of your blog posts.

All these actions are opportunities to turn this reader into a subscriber.

Here is what I mean by that.

Once a user clicks on a blog post that interests them and reads through it, they have shown interest in the topics you are talking about.

This is the best moment to ask for their email address through a subscription box. And you implement this to your small business email marketing strategy by adding one of the following:

  • Pop-up box

    These are the forms that pop-up on your screen when you perform one or more actions on a website. They will generally ask you to give your email address so they can send you more useful information through email.
  • Slide-in box

    What makes these forms different is that they do not disturb your reading experience by “popping-up” and blurring your text. You can choose to ignore them and keep on reading.
  • Inline opt-in forms
    inline form
    Also known as “embed forms”, these subscription boxes are placed strategically within the content of a page, asking for your email address. Much like pop-ups, these forms are also used to capture an email address in exchange for some sort of value.

Add a double opt-in

A double opt-in refers to the process of confirming a new subscriber upon signing up to your email marketing list.

This is done by sending an email upon registration, where the user has to press on a link to confirm his subscription to your mailing list.

Double opt-ins serve many purposes. Not only do they ensure that the email address you receive is the actual email of the reader, but they also lower your spam score over time, since you are guaranteed to see higher open-rates in the long term.

Create a lead magnet

Now, adding a subscription form may be easy to do, but how do you ensure that this will actually lead to new signups?

The best small business email marketing tactic here is to create a lead magnet.

A lead magnet is a form of content that is offered to people that visit your website, in exchange for their email address. Users usually receive the lead magnet in the form of digital, downloadable content, such as a free ebook, a checklist or a useful infographic.

Make sure that your lead magnet is relevant to your audience and that they can find genuine value from putting its contents into practice.

Make a good first impression

The first email a new subscriber receives in his inbox is probably an automated “welcome email” that is accompanied by the downloadable lead magnet.

Don’t take this email lightly. Make sure your first email is highly personalized, packed with value and reflecting your brand’s tone of voice and values.

If you don’t pay enough attention to your first email, you may see your new list additions unsubscribe immediately.

Add personalization elements

You can easily check how a customer signed up to your mailing list by going through their journey on your website.

  • Did they offer their email in exchange for a specific lead magnet?
  • Was an order placed under their email address?
  • Did they sign up to a giveaway you are hosting?

The method with which a customer signs up to your list will determine the segment they will be placed in. Each segment has a set of similarities or common goals/wishes/challenges.

Add personalization to your email by:

  • Using your reader’s name within the subject line and the body of the email
  • Relating to the segment’s challenges and offering specific solutions
  • Offering discounts, freebies or limited offers that suit your reader’s needs
  • Offer a strong Call to Action (CTA) that is relevant to the segment

You can find more information about email personalization here.

Write a great subject line

The subject line will determine whether or not a subscriber will open and read your email.

This part of your email has to be both simple and value-packed while inducing curiosity to the readers.

Here are some tips to remember when writing your subject line:

  • Use strong words that evoke your reader’s emotions. Words like “ultimate”, “epic”, “now”, “only today” are guaranteed to make the reader at least curious to open your email. Make sure, however, that your use of words will not be excessive, or you might end up in your subscriber’s spam box.
  • Add value to your subject line even if it just a single word. Offer an opportunity, a discount, a time-bound offer or an interesting fact that will make the reader open and read your email.
  • Adding numbers can also be a valuable tip for your subject line. Whether that number is related to the value you offer, the time left to respond to a CTA or simply to reinforce a fact, adding numbers can give a quick overview of what your email is all about.
  • Use emojis to give a more relaxed tone to your emails and stimulate relatability. In turn, readers may find this creative touch interesting, as it will make your email stand out in an otherwise boring inbox. Keep in mind that emojis are not always a good idea. If your brand has a more professional and business oriented tone, you might find more value by skipping this step.

Keep your emails short

Long and chunky paragraphs of text can quickly turn your readers away.

Especially when it comes to small business email marketing, your reader needs to understand your email’s message by simply scanning through it.

In this case, it might serve you to put yourself in your reader’s shoes.

They likely have an overcrowded inbox, a busy daily life and only a few seconds of attention to spare.

Wouldn’t it be best to convey the message in a few short paragraphs?

A great example of short and value-packed emails comes from Tim Ferriss’s 5-bullet Friday:

Compared to other business newsletters this really is a short and value-packed winner. Each topic has a few lines describing it and a link for those that are interested in finding out more.

Be consistent with your mailing frequency

When a reader subscribes to your mailing list they expect to receive your emails with a certain frequency.

Whether that is once a month or once per day, what matters is not the volume of emails, but rather the consistency.

If you promise to send one weekly email (e.g. weekly newsletter), only to later send them emails daily, you may soon see more unsubscribes and lower open rates.

For that reason, when a new subscriber joins your list, make sure to inform them about your mailing frequency.

Start sending emails early on

An email list is not built overnight. When it comes to small business email marketing, you will gain a lot more value in the long term by building a list organically.

Avoid using rented or bought lists. As with all good things a powerful mailing list will take time to build. A few subscribers in the first month, a few more the month after that…

Eventually, your list will be built to a degree that will help your business thrive and increase its revenue.

Until then, however, it doesn’t mean that your first handful of subscribers should be treated any differently.

In fact, the first few subscribers are the most important ones. They have shown an interest in your business before anyone else and you should respect them accordingly.

Therefore, spend enough time to craft beautiful and value-packed emails even if you only started building your list recently.

In the long term, you will realize that it was those first subscribers that helped you grow faster by spreading your message and recommending you to their social circle.

Optimize your emails for mobile readability

You may have heard this one before. Mobile readability in 2019 is at its all-time high. According to a study made by EmailMonday, And this switch to “mobile-first” is only going to increase. With an outlook of free Wi-Fi all over the world, accessing one’s emails through a mobile phone will be easier than ever.

So how can you best optimize your small business email marketing for mobile readability? Simply by keeping in mind the guidelines below:

  • Keep your emails short and value packed
  • Let your sentences breathe and bold the important parts of the text (make it scannable)
  • Write subject lines that convey the whole message of your email
  • Use a single-column layout that works well for both portrait and landscape views
  • Enlarge your fonts so they become easily readable
  • Limit image use to decrease email loading time

If you want to learn more about mobile optimization feel free to check out this detailed article we wrote some time ago.

Ask to be added to your readers’ contact list

Ever heard of whitelisting? The simple practice of adding an email address to your contacts will ensure that all emails from that sender end up on the top of your inbox, making it a perfect strategy for small business email marketing.

And while this may sound weird, the best way to get your email address whitelisted is by asking your contacts to do so.

It is that simple!

In your next email ask your subscribers in a kind and respectful way to add your email address to their contact list, so they can keep receiving your valuable emails in their inbox.

Make sure you are GDPR compliant

The General Data Protection Regulation (also known as GDPR), is a policy that applies to all businesses that process information of EU-based data subjects.

And yes, this includes your email list!

The policy focuses on protecting the personal information of consumers and gives people more control over how their data can be used by third parties.

And when it comes to small business email marketing, you should comply with these regulations to avoid any potential fines.

For example, if someone wants to download a lead magnet by giving you their email address, you need to make sure that the reader is aware of the way their data will be used.

This includes whether or not they will be added to an email list and receive future newsletters.

If a customer does not want to receive your newsletters, he has the right to be forgotten instead of becoming a target for your next drip campaign – in this case, you are not permitted to use their personal information for anything except the download of that lead magnet.

A great strategy here is to create an autoresponder strategy for everyone that opts in through the downloadable lead magnets. Send them an email that states how their data will be used and to which (if any) newsletters they are subscribing to.  

Finally, it is also important to state how often will you be using their information and if there are any third parties involved in the process.

Here are a few questions to help you understand whether or not your small business email marketing is GDPR compliant:

  • Do you allow your subscribers to be completely removed from the list when they unsubscribe?
  • Does your opt-in come with checkboxes that aren’t automatically ticked?
  • Do you have methods to help you trace the exact date and purpose your subscriber opted-in for your newsletter?
  • Can you erase the subscriber’s data upon their request to unsubscribe?
  • Do you inform your subscriber about the way their data will be used, including whether any third parties will be involved?
  • Is your privacy policy clear and simple?

By answering yes to the above questions you ensure that you are GDPR compliant!

Finally, and just to make sure, always send a confirmation email with every sign-up form and inform your customer of their option of opting-out of your newsletter at any time.

Get ideas from your competitors

When you are first starting out your email list you will probably have many ideas as far as content is concerned.

But what happens when you have drained all the creative juice up to the last drop?

Writing captivating and value-packed emails can become harder and more time-consuming.

But fear not! There is a way to constantly get new content ideas. It is as simple as subscribing to your competitor’s newsletters.

Don’t feel guilty about it. Your competition probably already implements small business email marketing strategies to increase its lists growth. And their content is most likely one more reinvention of the wheel.

Let me repeat this: Almost all content is rewritten in some way. The majority of copywriters simply reinvent the wheel by presenting a form of content in a different light, using different words.

Start by finding your direct competitors by doing industry/niche research as well as for businesses that offer the exact service or products you do.

Chances are that these companies also have a mailing list, which they use to engage with their customers.

After subscribing to your competitors’ newsletters, check their content topics, their language and their Calls to Action. You can easily use bits and pieces of this information to create new content for your own list.

Underpromise and overdeliver

How do you feel when you subscribe to an email list after being promised to gain “exclusive access to industry secrets” only to later get emails promoting a paid webinar?

Making misleading promises you can’t deliver may get you a few subscribers initially but will be devastating for your small business email marketing in the long term.

The reasons why are pretty simple. Your readers are real people with real problems. Once they realize you can’t keep your word they will be disappointed.

And before you know it, they will unsubscribe from your list.

On the other hand, if for example, you start off by only promoting a weekly newsletter with interesting information, any additional value you offer will be welcomed with open arms.

Imagine – you subscribe to a weekly newsletter to keep up with a certain industry and after a few weeks you receive a free monthly subscription to a software tool, or a checklist to better organize you.

Given the offer is valuable, wouldn’t this put an instant smile on your face? Wouldn’t you be prompted to engage with future emails?

Underpromising (keeping things humble and transparent) and overdelivering is a great tip for successful small business email marketing.

Use automation where possible

Small business email marketing is all about efficiency.

For the most part, your hands will be full with a broad range of digital marketing tasks. As such, email marketing can only take a small part of your day and you need to make the most out of it.

Start by estimating what an hour of your time is worth, depending on the industry you work in. If, for example, you offer fitness training services, your hour may be worth $40-$50.

Now, make a list of all the tasks you need to perform on a weekly basis for email and see how much time these take.

Translate the hours you spend on your small business email marketing in $$.

If you spend 10 hours per week crafting emails and sending them to your subscribers, you are looking at $400-$500 worth of your time.

It is quite a sum, right?

So, why not automate the process through a powerful email marketing software platform?

Mailigen is a great option to help you minimize the time you spend on email marketing. It also ensures that you maintain the high quality of emails you send to your mailing list at all times.

You could start by creating automated drip campaigns for people who sign up through an opt-in box. You only need to write those emails once and they will be automatically delivered in a timely manner to all your new subscribers.

Track your metrics

No small business email marketing campaign can ever be complete without analyzing your metrics. A small business can start by focusing on the 3 most important metrics that can help with future campaign optimization.

These metrics are:

To get a better understanding of these metrics, as well as how you can improve your emails through them, refer to this article.

Get subscribers through Facebook

Facebook has recently started to emphasize more on its groups and how these help people with common interests come together.

Join groups within your niche and create compelling posts to promote your mailing list. A good strategy here is not to make your posts sound overly promotional since most groups do not like or allow promotional posts to be published.

However, with the permission of the group administrators, you can create a compelling piece of content that will be accompanied by a link leading to a signup form and/or a lead magnet.

Before you know it, this small business email marketing strategy will have people signing up to download your lead magnet in order to gain value from it.

Finally, Facebook is considered to be a great networking tool. Especially for the first handful of subscribers, you can ask your social circle to share your posts on their profile in order to expose your newsletter to more people.

Doing so will lead to more signups and, eventually, even more brand awareness on Social Media.

Promote your list through Twitter

Twitter has become a goldmine for people who are looking to monetize mailing lists related to e-commerce and money making opportunities.

The Social Media platform that only allows users to create short-worded posts has been the foundation of success for many mailing lists as the quality of one’s tweets can easily hint how valuable one’s email campaigns are.

Therefore, if you haven’t already, consider creating a Twitter account and have your network share your landing page with their followers. This small business email marketing technique will pay off before you realize it.

Create partnerships

A great method to take advantage of Social Media as well as other, successful mailing lists, is to create partnerships with other established businesses in your niche.

For example, if your mailing list is focused on dog lovers and you own an e-commerce store that sells dog collars, you could partner up with another dog-oriented mailing list.

Offer to create a giveaway in which people would have to sign up to both mailing lists to participate. This way, you will gain subscribers and so will your partner.

The same goes for random mentions of industry related businesses. If you happen to mention another business in your newsletter don’t hesitate to contact that business and let them know about it.

Chances are that they will return the favor by adding a link to your landing page in their next email.

This is a small business email marketing technique that almost all e-commerce stores are currently using. It does not only increase their mailing list size but also their network.

All in all, when it comes to partnerships, you will have to be creative. Find opportunities that increase your mailing list’s exposure while still offering value to your subscribers.


Small businesses are now, more than ever, in need of digital marketing.

Unfortunately, many people tend to underestimate the power and potential of email marketing, turning a blind eye to all the businesses that have managed to grow solely through this channel.

Don’t be like them. Embrace the possibilities of small business email marketing as it will create a strong connection with your subscribers.

Here is a short recap of everything we learned about small business email marketing:

  • Make sure you add subscription boxes to your website
  • Include a double opt-in to gain quality email addresses
  • Create and offer a lead magnet
  • Make a good first impression
  • Add personalization elements to your emails
  • Write a great subject line
  • Keep your emails short and value packed
  • Be consistent with your email frequency
  • Start sending emails early on
  • Optimize your emails for mobile readability
  • Ask your readers to add you to their contact list
  • Make sure you are GDPR compliant
  • Get content ideas from your competitors
  • Underpromise and overdeliver
  • Use automation where possible
  • Track your metrics – Open rate, Click-through rate and Bounce rate
  • Get subscribers through Facebook
  • Promote your channel through Twitter
  • Create partnerships

From there on, it’s all about hard, consistent work. Before you know it, your small business email marketing will help you grow your mailing list and, in the long term, your revenue.

Google Algorithm Updates Impacting your Search Results

More than 90% of web searches happen on Google. With Google being a search giant claiming all those searches, business owners must find interest in investing in SEO in light of Google algorithm updates.

The trick in every update is that they lean toward bettering the user experience to give the users of Google the best possible results for their searches.

Without utmost consideration for Google updates, you may realize a drop in the position of your site on SERP. That said, consider also the fact that most of your target audience are probably using Google search engine.

Your digital marketing team must learn all there is to Google algorithmic updates. Here are several of the updates that always have an impact on your search results:

Google Panda

Do you ever wonder what would happen if you started sharing low-quality material? Obviously, you can start expecting a slower traffic flow than usual, along with low rankings for targeted keywords.

Google Panda is an update that evaluates all websites based on the quality of the material they share. The web pages with very high-quality material get a reward of a higher rank position than others. In the same way, low quality is penalized with low ranking positions.

To trigger Google panda, the checkpoints
are usually:

  • Thin content – thin content does not necessarily provide useful and
    explicit responses to address the needs of the searcher. Ideally, when your
    material does not conclusively respond to the query in hand, then it is thin
  • Valueless material – when your content does not inform, entertain, provoke
    emotion or thought, then, is it really relevant to the audience? When users
    cannot trust your site as a helpful source of information, then you can
    anticipate a very low-rank
    position on Google’s SERP.
  • Duplicate content – Google Panda regards duplicate content as copied material
    that only scatters the internet with chunks of copied text. With images and
    videos, you can maneuver without Google panda terming your work as duplicate.
    With text, however, you need to be cautious. Any material that can be found
    anywhere on the internet, even within your web pages, will attract you a lower
    ranking based on Google’s algorithm.
  • Article spinning – like with duplicate content, article spinning will reward
    you with a lower ranking. Some website owners try to avoid duplication of
    material by spinning the articles in a different way. Unfortunately, part of
    having a high-quality piece of the article includes originality, which lacks in
    article spinning.

Google Penguin

If you have escaped Google Panda just alright, watch out for Google Penguin. This update evaluates websites based on their link-building profiles. Technically, backlinks should affect your search rankings positively. However, it only depends on how you do it.

Website owners get caught up in the idea of adding several links on their web pages, quickly forgetting that quality matters quite as much as quantity does. For one, all the backlinks on your site must be related to the content on your web pages. Other than that, legit backlinks need to point your website to trustworthy sources, not dubious ones.

If Google penguin finds that your sources are nothing related to your niche industry, topic or content, then you will attract a hit for your search rankings.

Some of the triggers from Google Penguin

  • Buying links – this is in violation of the guidelines of Google Webmaster.
    The good thing is that there are better ways to earn links other than buying
    them. For one, you can engage in a lot of guest blogging. Target websites in
    the same industry as you. You can also co-host events and partner with other
    business owners to merit link exchanges.
  • Lack of anchor text diversity – the anchor text diversity in your material is
    about having different texts to which you embed your links. Technically, having
    the same text all through for your anchors is what makes Google feel like it is
    manipulated to rank your website higher. Instead of a proper ranking, you get
  • Low-quality links – be keen and a little picky with where you get your links
    from. Much as you do not have a lot of control over the quality of other
    people’s site, you can control what gets to your site. Audit and verify that
    the websites you are seeking to get links from share valuable material that
    your visitors will also stand to benefit from.
  • Keyword stuffing – strange as it may seem. Keyword stuffing is scooped out by
    Google Penguin, along with
    poorly-written anchor texts. As you do your keyword research, the attempts you
    make in finding the best words to befit your text should align with the needs
    for diversity. It is why most SEO experts recommend the use of Google suggest
    to come up with other related terms that can help with having different
    keywords to use. Ensure that all the keywords and anchor texts you use in your
    copy have a natural flow to encourage readability. Remember that this remains a
    primary concern even for coming up with quality content for your target

Google pigeon

Surprisingly, local SEO matters to Google more than website owners may know. Google ranks a website respective of the location of the business, and the distance from the user. Technically, you cannot do much to bring your target audience closer to the location of your business. However, you can be more deliberate with targeting people in your location.

Even with paid SEO and ads, there is a way to schedule them for an audience that is locally close to your business’s location. The best way possible is by using keywords that are locally targeted. For example, if you are talking about buying sunglasses, ensure you include the location of your business in the primary keywords as in the example below:

Summer sunglasses in New York.

Other than that, your content creation strategy should incorporate your location. The texts, images, and videos you use should strongly associate with your region. If you use memes, for example, make the humor in them relevant to the audience in your location.

Get your target local audience highly
engaged with your material. Ask for positive reviews from your local customers,
along with testimonials that you can host on your website. All these are areas
that Google bots will crawl in determining your rank position for matters of
local SEO.

If you have not done it yet, make sure you have submitted your business to local listings. For this one, be consistent with the information you provide so that it is uniform across the board, and people can find your business with ease. (NAP – name, address, phone number).

Google Hummingbird

The Google hummingbird is technically one to analyze your website based on artificial intelligence. It differs from penguin and panda because it does not directly change how your website gets ranked. However, it does check to ensure that your site is as relevant to the user as possible. This means that your site is analyzed in regard to user intent. For every query searched on Google search, there is a literal meaning and the intended meaning that is behind the queries.

Google hummingbird specializes in finding sites that are most qualified for the searched terms. This means that your keyword research strategy should nail it right. Thoroughly research in the subject you want to write about. Make sure you understand what the audience really wants to know. It helps to use long-tail keywords because they are more descriptive and will be more valuable to the user. Ensure that you find semantic search friendly keyword and phrases.

Pro tip

Google suggest will give you the best search terms. Just type in the seed keyword, and check out the ‘related results’ to find the keywords that most people are looking for online.

Google mobile-friendly update

The user experience involved in using a small screen matter a lot to Google. The mobile users accessing the internet today have far much surpassed the desktop audience. Since this realization, Google has been firm on the user experience for mobile users.

An ideal site should have prime consideration for the mobile audience first, and the desktop users second. According to this algorithmic update, the speed, responsiveness, theme, and navigability of your site matters. Since the mobile users have a way smaller screen to use than desktop users, the adjustments you make must make the usability of your site better than before. This means that you may have to give into getting an entirely different website theme for your mobile site.

Remember that mobile-first indexing is also a ranking factor. It does not mean that Google will only index your mobile site for the SERP, but rather that the mobile results appear first before the desktop results. Among the issues to consider include:

  • Large font – visitors
    should not struggle reading content from their small screens.
  • Non-intrusive site – with intrusive pop-up ads and prompts, you quickly decrease
    the user experience for your site.
  • Loading speed
    – mobile users are the least tolerant with slow loading sites than those using
    a PC. Aim for at most 3 seconds as the load time for your web pages.

A lot of what you do in SEO must be intentional, more especially when dealing with frequent Google algorithm updates. Visit this page and learn how you can align your keyword strategy with these updates for a better ranking.

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Email Marketing Metrics – Understanding Their Effectiveness

Email marketing metrics are used to observe and adjust the effectiveness of an email campaign.

There are many different metrics that campaign managers can get insights from, but only a few give valuable information that can help you improve your strategy.

These important metrics can help you lower your costs, fix potential issues, and, in general, keep your subscribers satisfied.

The screenshots we used in this post are taken from our Mailigen platform, since it offers a good overview and understanding of the numbers you are looking at. 

1 – Spam Percentage

The Spam percentage is one of the most important email marketing metrics you should be monitoring.

Before you click on the Send button, make sure your emails won’t end up in the spam box of your subscribers.

We have made a detailed post that will help you increase the chances of landing in your readers’ inbox instead of their Spam folder, by analyzing all the criteria that affect deliverability.

2 – Open Rate

The open rate is one of the most important metrics you should focus on. It provides information about the percentage of readers that opened and read your email.

Here is why Open Rates are important for your email campaigns:

  • Subject lines – You will get a better understanding of which subject lines lead to higher open rates for your audience. And if you need some help, we have written a blog post on subject lines.
  • Timing – Open rates can help you understand which days your emails are opened more often and help you plan a strategy around it.
  • The average percentage of subscribers that reads your emails.


Here is how you can calculate your Open Rate:

  1. Divide the total number of tracked opens by total amount of sent emails (without including the bounced ones) in order to estimate your open rate per delivered email.
  2. For example, if you sent 100 emails, and only 80 are delivered, your starting point is 80 emails. From that amount 20 emails were tracked as opened. Therefore, the total sums up at 0,25 opens per e-mail delivered.
  3. From there, multiply the number of opens per delivered email and you will get the open rate percentage, which in this case, 25%.

Of course, when you are using email marketing software like Mailigen, you will automatically see the open rates of each campaign.

3 – Click Through Rate

Another metric you should consider is your Click Through Rate.

This email marketing metric will inform you about the number of subscribers that opened the email and responded to the call to action (CTA) by clicking on links.

For example, if your email campaign is sent to a list of 1000 subscribers from which 50 open your email and click through to your website (or any other hyperlink), then your CTR is 5%.

This metric gives you an idea of the percentage of readers that visit your website or check your products.

When it comes to measuring the financial returns of a campaign, knowing your CTR is essential, as you will only be able to sell if subscribers go from their email to your website.

3 – Bounce Rate

Sometimes, you may come across open rates that seem unrealistically low compared to what they normally look like. In that case, don’t panic.

There is a big chance that some of your emails are bouncing, which means that they could not be delivered to one, or more addresses.

If you want to know more about bounce rates, we have written an article that will help you understand them better.

What is the average Open Rate, Click-Through Rate and Bounce Rate?

Are you wondering how good your metrics are performing? Below, you will be able to compare the 3 most important metrics (Bounce rate is shown in Soft & Hard Bounce) presented above with the averages of each industry.

Email marketing metrics map

What we like about these statistics is that they are collected from small businesses instead of large scale corporations.

These benchmarks will help you understand whether your emails are good, great or in need of changes.

Low Click Through rates could be blamed on the quality of your content.

As for bounce rates, it is very well possible that the size of your article was too large, or the reader’s inbox was full.

Also, keep in mind that if you are just starting out, and with a small handful of subscribers, your metrics may vary from email to email.

It is therefore better to start observing the metrics if you have more than 100 subscribers, for example.

Wrapping up

Email marketing metrics are very important when it comes to structuring a successful campaign.

Not knowing how your campaign is performing may lead to people unsubscribing or even flagging your emails.

For that reason, in this article, we discussed the most important email marketing metrics. These are:

  • Open Rate
  • Click Through Rate
  • Bounce Rate

Understanding their purpose and functionality will help you test different types of emails so you can get a better idea of what your target audience really wants to see.

Let us know what your email marketing metrics are by leaving a comment down below.


Strategy to Market Your Business: Be Unique

Marketing is probably the single most efficient business tool. While a lot of entrepreneurs tend to concentrate on products or customer service, the fact remains that only top-level marketing has the power to help you distinguish your brand from the bunch of other competitors.

This is particularly the case with digital marketing, a feature that costs 62% less than traditional marketing and generates about three times as many leads. If done properly, promotional activities in the online environment can bring you a lot of benefits:

  • Raise brand awareness
  • Increase online discoverability
  • Build customer loyalty
  • Generate leads
  • Drive conversions

Keep in mind, however, that this is easier said than done. A study shows that marketing leaders experience a year-over-year growth in website traffic almost eight times higher than their followers.

In other words, you have to be a highly proficient marketer in order to get the foot in the door and outperform your biggest niche rivals. You need to be skilled, insightful, and analytical if you want to make it all work well.

Our job is to assist you in this process, so keep reading to learn nine ways how to achieve this level of productivity and create a unique strategy to market your business.

9 Ways to Design a Standout Marketing Strategy

The secret to success in marketing is to pair well-known tactic with new but promising mechanisms of brand promotion. But there are hundreds of marketing tools and features currently available online, so we want to narrow down the options and discuss only the most productive methods here. We selected 9 major ways to design a unique and standout marketing strategy, so let’s take a look!

1. Email marketing still rules

Email is probably the oldest digital marketing tool, but it doesn’t mean that it lost its power already. On the contrary, email campaigns are alive and kicking: a study reveals that the average marketer earns $44 for every dollar spent on email marketing. In such circumstances, it would be anything but wise to neglect this tactic.

How can you take advantage of email marketing to the fullest extent? There is no one single rule to follow here, so try to follow a number of basic principles:

  • Segment subscribers based on their position in the sales funnel.
  • Personalize messages to create the notion of familiarity.
  • Write amazing subject lines using humor, emojis, stats, etc.
  • Pay attention to the structure of your email copy. Write a clear introduction, a body, and a conclusion.
  • Optimize email templates for mobile devices.

2. Create high-quality content

You’ve probably heard that “content is king” in the digital marketing universe. Although it sounds like a cliché, the fact remains that online content is the biggest driver of Internet traffic. If you want people to find you easily, you need to create a lot of high-quality content.

Why is this so important?

First of all, the content you publish improves the search engine ranking of your website. This is extremely important because online surfers rarely ever look beyond the first page of search results.

Secondly, quality content keeps the audience engaged and willing to explore your business. If they like one of your posts, they are likely to keep reading and exploring your website even further, which increases the odds of generating new leads.

However, it’s not simple to craft amazing content week after week. You have to be a very skilled author, develop a unique style of writing, and keep coming up with interesting topics on a regular base. This is often too much for most marketers, which is why they need help with essays and hire professional content creation services such as Brill Assignment.

3. Use social media for promotion

We continue with another well-known digital marketing feature: social media. Platforms like Facebook and Instagram attract billions of users every day, which gives you a huge opportunity to reach out to the target audience and provide them with another layer of quality content.

What makes social media posts different than other types of content is the fact that they are expected to be more relaxed and entertaining. Twitter, Instagram, and similar networks help marketers to reveal the human side of their brands and build a closer relationship with their fans.

At the same time, you can play with different media formats and combine images, textual, audio, and video content. All these activities shed new light on a brand and make it more appealing.

4. Utilize Facebook Ads

Organic presence on social media is mandatory, but sometimes you can achieve the best results only if you utilize digital advertising. Facebook Ads is a particularly helpful feature here because it gives marketers a wide range of targeting options.

We strongly recommend you to use
Facebook Ads because it enables you to target three types of audience groups:

  • Core audiences: You can make the content visible among users with specific demographic traits such as age, gender, location, and many more.
  • Custom audiences: This option allows you to target people who have already established some sort of contact and engagement with your brand.
  • Lookalike audiences: There is also the option of aiming at Facebook users who look like your existing customers.

5. Create a Google My Business account

Google My Business is one of the most productive marketing mechanisms for companies with physical branches and stores. What makes it so special?

Google’s business platform helps brands to appear in location-focused searches. If you don’t think this is very important, take a look at these local SEO stats:

  • Almost 50% of all searches on Google are seeking local information.
  • 88% of consumer local business searches on a mobile device either call or visit the business within 24 hours.

This is your biggest chance to attract local customers who look for your type of store in the neighborhood. Creating a Google My Business account is super easy, so there are no excuses for marketers who fail to take this step.

6. Organize live Q/A sessions

As a marketer, you must know that the influence of Facebook live videos is growing rapidly. The feature derives its power from the fact that people consider live videos to be more natural and compelling than staged and pre-recorded content.

Since the vast majority of businesses use live video to promote their brands, what can you do to make your efforts in this field special and interesting? Our advice is to organize live question-and-answer sessions to engage the audience additionally.

For instance, you can schedule a weekly Q/A round and invite fans to send you questions in advance. Besides that, you can answer real-time inquiries when you notice a good one. It’s an outstanding marketing tactic that can certainly help you to elevate way above your biggest niche rivals.

7. Test AR tools

A plethora of interesting marketing ideas is coming from the area of Augmented Reality (AR). After all, the year is 2019 and you don’t have to spend millions just to design a reliable AR tool. How you choose to do it depends on your industry, but also on your inspiration and creativity.

However, we can give you an excellent example: IKEA Place. The largest furniture retailer in the world created this AR-powered app to help customers pick the desired products more cleverly.

A customer only needs to point the smartphone camera in the direction of the room and choose a product from the catalog. IKEA Place immediately adds a new layer of information to the image and shows how the room would look like with this piece of furniture. It’s a very simple idea, but it does miracles for customer experience.

8. Encourage employees to give you social proof

Word of mouth is another incredibly useful marketing tactic because people tend to trust online recommendations much more than branded posts or commercials. Your employees can help a lot here – ask them to share personal stories about your company and it will probably make a huge effect on the target audience.

Namely, online followers would like to learn more about your organization and see how things function behind the scenes. Members of your team can indulge them by sharing insider stories and give a brand new boost to your word of mouth strategy.

9. Attend niche events

Although we live in the digital world, live events still play a major role in business promotion. You should attend important industry events whenever possible to spread the news about your company and grow the network of professional connections.

You could also organize events from time to time, particularly if you want to launch a new product. Such an activity demands a fair share of efforts and planning, but it pays off big time as you are probably going to generate a bunch of new leads


Digital marketing is a powerful business concept that can help you to get the foot in the door and distinguish your brand from the crowd of competitors. However, everybody is trying to do the same thing, so it’s not easy to come up with an exceptional plan that guarantees success.

In this article, we showed you nine ways to create a unique strategy to market your business. Make sure to use our tips, but don’t hesitate to write a comment if you have other interesting ideas to share with our readers – we would love to see it!

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Email Copywriting Techniques For Successful Campaigns

If you ever wondered how to write the perfect marketing email, the following email copywriting tips will certainly help you out.

A good marketing email is designed with a goal in mind (conversions, link clicks, sales, etc.).

But are there any special copywriting techniques that make an email stand out and perform better?

Most will tell you that, in order for a reader to become a client, you need to write in a way that conveys your message in the most creative way.

And in today’s post, we explore the best ways to achieve this.

Most copywriting techniques are timeless and VW proved this over and over again.

When using email, your audience should remain engaged and eager to hear what you have to say.

This is not easy but good copywriting techniques can do wonders.

And, as we have spent almost 10 years sending emails and helping people to tell their stories – we have a lot to share.

We collected the best copywriting tips & tricks in one guide and here they are:

Create a captivating subject line

Your subject line is the first thing your audience will see.

It is what drives your subscribers to read your content.

It also introduces your brand’s image to the reader.

Kind of important, huh?

So, make it count.

For starters, here are the key features to consistently include in your subject line:

  • Clarity;
  • Credibility;
  • Relevance.

An important component of email copywriting is a good subject line that catches attention.

And crafting the perfect subject line entails that:

  • It has a catchy, bite-sized headline
  • It is personalized to fit your recipient

Once that’s done, determine how you can personalize your headline. In this case, consider your audience very carefully:

  • Do they like to be addressed on a first name basis?
  • What interests do they have?
  • What will they get out of your e-mail?

Using your reader’s first name, surname, position, etc. in the subject line can make your audience feel valued.

After all, your main objective when it comes to email marketing should be to connect with your audience, not necessarily to make sales.

So, to summarize, good email copywriting is all about engaging with your readers. To achieve this, it is crucial that the subject line and the content of the email comply with what your readers are interested in.  

Tell a story

Storytelling is the ultimate feature of great copywriting. Furthermore, the goal of good email copywriting is to inform, convince, educate, inspire or entertain your reader.

This is what brings your content to life.

Not only that, at the end of the day, to create real fans you have to create engaging content, that’s real, relevant, and relatable.

And to make it easier for you, here are 7 email copywriting tips that will help you tell a better story:

  1. Consider using open-ended questions. Many motivational speakers use this technique as a tool to engage the audience.
    • What are the top priorities in your business at the moment?
    • What is your 5-year goal?
  2. Starting with a thought-provoking statement could help you with intriguing readers. After reading it, they will be provoked to read more.
    • I broke all the rules and made $1.000.000
    • I thought I was right until I lost everything 
  3. Select your story based on the core message you want to deliver.
    • Here, giving a specific example can be vague. Based on the message you want to deliver (e.g. love your mother), you could share a story that helped you or someone else realize how significant the importance of the message really is (e.g. Story about how my mother saved my life).
  4. Use clear metaphors to make your writing more interesting.
    • She is brave like a lion
    • His stance reminded of a deep-rooted tree
  5. Consider using infographics to visualize a more complex story. Visuals cause a stronger reaction than words.
  6. Weave your story throughout your text to get the most return.
  7. Creating rich mental images with your words is a powerful copywriting skill. It usually leaves a lasting impression. Use all the methods above and add your creativity to create an image in your readers’ mind.

The only way how to truly master these points is by actually writing your copy. 

Practice makes perfect, right?

Speak to your reader

When creating your copy, don’t forget that you are interacting with real people.

One of the best email copywriting techniques is to speak to your reader.

Aim for connection with your readers on a personal level. Doing so is the pathway to forming successful relationships.

And to do this, you need to get a good understanding of your audience.

Doing so will make it easier to form a sustainable relationship and it will be more cost-effective in the long term.

Therefore, research who are your readers. Show them your personality and engage in a conversation with them.

To achieve this, try to be generous with the word and keep your content conversational or even casual.

After all, an email written in a friendly manner will almost always evoke a more positive response.

Pro tip: If possible, invite them for a Skype call, dinner or just go to some conferences where they might hang out. 

Then writing emails that speak to your readers will be a piece of…well, yeah, cake.

Create compact content

Your window of opportunity for your email to make an impact is quite small. With the average person’s attention span varying between 7 and 11 seconds, you don’t have room for an unorganized message.

Copywriting for emails requires you to be creative with the words you use.

A good tip here is to keep the number of words to a minimum so you don’t confuse your reader.

Try to aim for well-thought content with a clear message. Sort out the most important elements and locate them in the first sentence of your email.

This will be helpful to those who are short on time when reading your email.

Finally, a good way to organize your emails is to divide your text into paragraphs that do not exceed 20-25 words in length (that is, max 2 to 3 lines).

This way, you don’t only deliver your story in a simple to read manner but also make ensure mobile readers will enjoy it as well.

Use the right tone and style

Good email copywriting means understanding the guy or gal who is reading your emails, which will help you form a relatable tone of voice within your emails.

Start with a “Thank you” or “Welcome” email that is sent to express your gratitude.This will make the reader feel valued.

Also, learn which adjectives are most commonly used to describe your brand. These can act as a guideline to determine the best tone to use in your copy.

Finally, try to use simple and easy-to-understand language. Avoid using jargon, buzzwords, and acronyms. They can distract and alienate your readers from the main message.Use words that an average person would understand without taking out a dictionary.

Grab attention with power words

To spice things up you can also use words that inspire to action.

Power words are words that have a great impact, lead to higher engagement and (hopefully) more sales.

To find the right power word try to think of words that have a psychological impact.

What’s important to know, is that they should tap into the readers’ emotions during the reading process.

For example, there are words that make a promise, create a sense of urgency, newness, and exclusivity.  

In order to create a sense of urgency for an instant call to action, many marketers use words like now, expires or limited.

The five most persuasive words in English are:

  • Free;
  • Act now; 
  • Because;
  • Instantly;
  • New.

You can start by using these!

Once you get more accustomed to this practice, adapt these powerful words to suit your goals and convey your message.

Add data

By adding some well-researched facts or statistics to your story, you add credibility to your copy and that will help you justify your message.

Hence, by providing your audience with research-based facts, you establish yourself as a trustworthy source.

And trust means die-hard fans, right?

Email copywriting is the art of organizing research to build a compelling message.

To understand how your audience feels, try going over reviews on specific subjects that relate to your product or service.

Some people will leave an extended review, talking about all the problems they have encountered on the subject. Then do your research and see how you can address these issues.

Use segmentation

Email copywriting gives you the power to communicate directly with your readers.

Make sure you use this power wisely by personalizing and segmenting your audience.

If you have implemented the email copywriting tips mentioned above, you should already have a good understanding of your audience.

But this does not necessarily mean that all of them have similar personality or interests.

And this is where segmentation comes in.

Segmentation is the art of thinking in groups. It is a cornerstone to higher conversion rates and open rates.

So how can you segment your subscribers?

Start by looking at all the different types of people on your mailing list and the reasons for which they subscribed.

If you can figure out the commonalities between the different groups of people in your list, you have found the ultimate copywriting success factor.

You can create various segmentation criteria that fall under categories. Typically, there are four categories that describe the types of data and they are more commonly known as Pillars of Segmentation.

These four pillars are:

  • Geographics. Location, language, climate, area, population, etc.
  • Demographics and Profile. Age, gender, education, income, social status, etc.
  • Psychographics. Lifestyle, interests, personality, values, etc.
  • Behavioral. Benefits sought, intent, purchase usage, and others.

After you create different segments,  you can approach each group individually with the value proposition that’s more appealing to each segment. That is, you will be able to address each group separately, focusing on their pain points and offering solutions to their needs.

Include framing

Positive framing is also a great way to enhance your content’s quality. This technique focuses on how something is said, instead of the message itself.

Think of the moment a subscriber receives your email.

As soon as they click on it, they expect to gain some form of value from it.

You can deliver this value in many different ways and its usually best to start by highlighting growth and improvement.

In order to achieve this, use words like evolve, awesome, majestic, growth or improve, as they all evoke a positive response from your readers.

On the contrary, you can also induce a negative reaction when the focus is set on losing something instead of gaining. Utilizing the Fear Of Missing Out (FOMO) can make your readers act upon their urges but comes with its own risks, as you will have to stay true to your word.

For example, you may send your readers an email titled: “Don’t miss out! Offer ends at midnight“.

When midnight comes you will have to end that offer, whether you’ve hit your targets or not. If you don’t, you risk losing your credibility.

So, to create a negative frame, you can use words like: Ends tonight, don’t miss out on, last chance, limited offer, etc.

The best part is, it’s simple and easy to execute.

Repeat ideas

The art of persuasion is crucial if you want to get the maximum results out of your content.

For that reason, repetition is a powerful email copywriting technique that drives results.

By repeating your core message several times throughout an email, you can commit this information to memory. This practice is known as the illusory truth effect

All you have to do is mention your core message 1-2 times per 60-80 words.

This is also supported by a study made in 2006 that discovered the truth about repeated statements and the fact they lead to higher trust when compared to statements that are only heard once. This is because readers get a positive reaction when hearing information they know is true, much similar to that of repetitive information.

Focus on benefits

Consumers are more interested in the end result rather than your product. It’s about how your products make them feel.

Tell your readers what they will gain.

It’s as simple as that.

This includes mentioning different features that compliment the purpose of what you are selling.

For example, if you are selling a new type of superfood, you know that buyers will be more focused on the health benefits rather than the flavor. Therefore, double down on that and mention more about the vitamins, minerals and overall health improvements.

Always remember – email copywriting is focused on people and their needs.

Therefore, one of the most used copywriting formulas is focused on identifying a relevant problem (e.g. poor health), agitating it and then presenting your solution (e.g. superfood).

A proper solution to your reader’s problem is your chance to shine. Add some proof in the form of case studies or testimonials and sales will be guaranteed.

And that’s it!

Implement and experiment!

That’s the only way to succeed in writing a stellar email copy.

And don’t forget that understanding what works best for your audience will take some trial and error but you will get there soon enough.

To sum things up, here are the email copywriting techniques we discussed above:

  • Create a captivating subject line
  • Tell a story
  • Speak to your reader
  • Create compact content
  • Use the right tone and style
  • Grab attention with power words
  • Add data
  • Use segmentation
  • Include framing
  • Repeat ideas
  • Focus on benefits

Now all you need is practice.

But just in case, if you want to get more ideas, subscribe to the content of great writers and try to find similarities that you can implement in your own email copy.

Then rinse and repeat until your copywriting skills are polished to perfection.

We hope this helps 😉

And if you have any copywriting techniques you’d like to add to this list – mention them in the comments below!

What is an email list? – Understanding the basics

Have you ever subscribed to an email newsletter on a website in order to receive weekly emails or free eBooks?

Then you are on the mailing list of that specific website.

But have you ever asked yourself “What is an email list exactly and how does it work?”

The answer is pretty simple and, once you understand everything on the topic, you will be able to build an email list of your own.

What is an email list?

An email list is a collection of emails that you have received through your blog or website.

It’s a collection of email addresses used by an individual or an organization to send marketing material to multiple recipients.

In simple terms, an email list refers to the total amount of subscribers you have, which basically is a synonym to “the mailing list”, or “subscriber’s list”.

What makes an email list valuable?

If you have been around long enough you probably know that email marketing has a higher ROI compared to all other marketing methods.

Fan fact: Did you know that for every 1$ spent on Email Marketing the average returns exceed 38$?

This is true in most industries and basically shows how much you can make if you decide to sell products/services to your subscribers.

In the long term, this makes email marketing one of the best digital marketing methods you can use to grow your business.

And while a solid ROI is often enough to make most people adopt email marketing, there are more reasons that should make list building a priority:

1. Email allows for more personalization

When emails are collected organically, businesses know that the individual is interested in their product and/or industry.

And depending on the signup process alongside other metrics, these subscribers can be further segmented into different email lists so that email marketing becomes more personalized.

For example, if you offer a lead magnet called “Beginner’s guide to email marketing” you can safely assume that everyone in your list will be a beginner.

If, on the other hand, your lead magnet is a guide that talks about the “best email marketing practices for Brazilian restaurants”, there is a high probability your new subscriber owns or works in a Brazilian restaurant.

And just like that, you can split your list into more specific subgroups in order to send more personalized emails with a CTA that taps into the audience’s current struggles and challenges.

Aside from that, Mailigen allows for more personalization thanks to its large number of template designs.

2. Email keeps things professional

Even though many businesses are currently using Social Media, email is still the preferred method to reach out to support teams.

Aside from that, connecting through email is also considered to be more professional when it comes to requests, complaints, partnerships, and other reasons.

Finally, when it comes to product promotion, platforms like Instagram or Facebook will not get as much attention as personalized emails, since there is a large volume of automated and spammy messages.

Different types of email lists

Giving a simple answer to the question “what is an email list” will not get you far. It is important to understand the different types of lists and how these function best.

An email list can be built, obtained or rented for campaigns.

How to build an email list

Any email marketing expert will tell you that organic email lists that are built over a long period of time, provide the best results.

And by that, I mean that your campaigns will get higher open rates, great click-through rates, and more sales.

This is why we will explain this step in further detail.

There are three main points to look out for when building an organic list. These are, in no particular order:

  • Quality – You want to make sure that your emails go to real people, who regularly check their emails.
  • Relevance – Your subscribers should belong in your niche and show an interest in your industry.
  • Volume – All throughout the process of building your list, keep in mind that the frequency of your email campaigns has to remain the same. Changing the volume as your email list grows can have a negative effect on your key metrics.

Step One: Start Early

A good piece of advice to ensure an effective and timely buildup is to start building your mailing list early on. Doing so will allow your results to compound over time while decreasing the time you spend on email marketing efforts.

Step Two: Make use of your existing contacts

Import all of your existing customers’ contacts that you have in your CRM system. This should give you a decent working start for your email list.

Start your list by sending emails to everyone that is on your contact list. You may have email addresses from previous campaigns or contact details from previous customers.

So, use them.

Import them all into Mailigen and you will be one step closer to building a great organic email list.

Step Three: Add an Opt-in Incentive

Finally, find a creative way to “earn” your readers’ email address. The best way to do this is by creating a lead magnet that users can use or download by providing their email address.

More often than not, a lead magnet can be a free eBook, a checklist or a short guide that solves one or more problems that your reader has.

If you are trying to create a list for a software product you can also offer free trials or discounts that your audience can use.

Renting an email list

Another option that is mostly used by companies looking to promote their products is to rent an email list.

When it comes to this particular method, you will never receive an actual copy of the rented email list.

What this means is that you never get to see the email addresses you are about to send your campaign to.

Instead, the owner of the list is responsible for the delivery of your emails.

Adding to that, list renting will sometimes offer additional exposure, as you may be featured as a sponsor or partner in the renter’s newsletter to the list.

Buying an email list

You can also buy an email list. The list of addresses you receive will contain people that have never heard of you or your brand and may very well not be interested in your product.

Except for very low open rates and minimal click-through rates, using bought email lists can quickly lead to an increased spam score, which can be devastating for your business.

Not to mention the legal trouble you could face along the way.

The worst part of bought e-mail lists is that they simply don’t work, because:

  • They are overused (many people buy and send to the same list)
  • they don’t have permission (emails are not collected with user consent)
  • they do not contain good quality email addresses
  • sending to third-party lists is a bad email marketing practice

Summing it all up

In this article, we set out to explain what is an email list and voila, there you have it.

In case you suffered from information overload and want to remember just one thing…

Then remember this – essentially, an email list is a collection of emails that you can use to stay in touch with your fans and community.

You can either:

  • Build an email list
  • Rent an email list
  • Or buy an email list (not recommended)

From there, it is all about testing to find out which method works best for you and your brand.

Now it is your turn – go & build your email list.

And let us know for any questions you might have, in the comment section below.

Does Capitalization Matter In Email Addresses

I’m sure it has crossed your mind when you accidentally leave the Caps Lock on. And while you quickly fix what you think is a mistake, you can’t help but wonder…

Does Capitalization Matter In Email Addresses?

In this post, we set out to discover what the web has to say and give you the most detailed answer.

Let’s end the debate once and for all so you can go ahead and focus on more important tasks.

So, does capitalization matter in email addresses?

Short answer: No!

An email address can start with a capital letter or include capitals anywhere in the address. If you happen to capitalize your email address, or your autocorrect simply messes up, fear not.

You will be fine!

Unlike passwords, email addresses are not case sensitive.

Whether or not you add capitals, your email server will read it the same way as long as the numbers and letters match your official email address.

The examples below all form the same email address and end up in the same inbox because they all form the same letters and numbers.



Why Does This Happen?

An email address is a combination of two different parts:

  • The part after the @ symbol represents your email server and tells the web to send your email there.
  • Everything before the @ symbol informs that server about the owner of the mailbox.

1. Capitalizing the domain name

The text that follows the @ symbol is called “domain name” and is case insensitive in email addresses, the same way as everywhere else on the internet.

What this means, is that there is no difference between and WWW.GMAIL.COM.

When it comes to File Transfer Protocols (FTP), the same thing applies. This is why there is no difference when sending your emails with or without capitals. You can choose to send an email to:


And the result will be the same.

For this reason, capitalization in an email address’s domain part does not affect its deliverability in any way.

2. Capitalizing the unique address

For the first part of your address, things can become more complicated. Over the years, there have been many revisions to the email protocol (RFC – a set of rules that everyone must follow and respect for interoperability).

The latest core version is RFC 5322 but that is supplemented by many other protocols such as RFC 6854.

On top of that, there is a protocol which explains how email is forwarded (it can be found under the name SMTP* panel in your email software preferences).

*=Simple Name Transfer Protocol

It’s also important to note that in the latest version of RFC 5336 it is mentioned that the first part of the address may be case sensitive. On the contrary, the previous version of the same SMTP states that the first part of an address is case insensitive.

For that reason, theoretically speaking, there may be some servers that contain two separate mailboxes that essentially have the same email address, only with a different form of capitalization:




If such cases exist, they are very rare and outdated. Gmail, as well as Postfix, which is more common with Linux users, are both case insensitive.

Summing up

If we can give one fast and easy answer to the question “Does capitalization matter in Email addresses?” the answer would be No.

That’s all folks!

We hope you found this guide useful. Let us know if you have any questions and we will make sure to help you out.