How To Plan The New Season of Email Marketing

Summer vacations draw to an end – it’s time to kick-start the new season and raise the bar of your Email Marketing efforts.

Everyone is back to the office, except for the naive few traveling in
September. People are back at their desks, struggling with loose ends to
tie up and new projects to launch

Today, let us focus on this last one and suggest what, in our opinion,
are the key activities to be done when coming back from vacation. This
will set the foundation for a new season of Email Marketing from today to 2020.
Let’s get started.

Give yourself new
performance goals

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» Reports & Analyses

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Before looking ahead, we need to look back at
what was done in the previous months. We suggest taking stock of the results
from last year’s mailings

Aggregated reports allow you to
consult the overall trends of your campaigns. It is possible to choose the most
indicative time interval for your business, such as the last three months, the
last semester, or the last year.

In doing so, you will have a performance
overview on your email campaigns: delivery rates, opening rates, and click
rates. Once this trend is grasped, set a new goal for the new season—one
that is possible and achievable, yet not too low.

Give an ultimatum to inactive recipients

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The second step is to work on your database. Each company should “delve into” its lists of recipients to identify contacts that have not interacted with emails for a while.  

Considering a large number of inactive
recipients can cause delivery problems, cleaning your lists of inactive
recipients is essential for improving the deliverability [1] of future
mailings. More and more, some email providers (Google, Yahoo…) use the
“inactive recipients” value to decide whether messages sent by a
certain sender should be directed to either an inbox or spam.

A list typically has about 50% of recipients that can be classified as
inactive, i.e., they have neither opened nor clicked on any message sent to
them in the last three months.

What you need to do is pretty simple:

  1. Enter the platform and find the percentage of inactive recipients by looking at the gray portion of recipients in the Analysis and comparisons report in Statistics > Email > Analysis and comparisons.
  2. Use activity filters to limit inactive recipients. You can do so by creating an activity filter to define recipients who have not made any action in the last X amount of days. The value of X varies depending on how many emails you send to your list.
  3. Plan a reactivation campaign to regain and capture the attention of inactive users. The most effective campaigns generally involve sending two messages. This invites the user to reactivate. A final message notifies the user of his/her future unsubscription. For these mailings, you will need the previously created activity filter.

Once the reactivation emails are created, you
can automate the mailing by setting a time interval after which the inactive
contact will receive the messages.

Send a profiling campaign

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» Profiling form

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Marketers are back—and so are customers and prospects. Why not send them a welcome back email? Play with many ideas: the approaching autumn, the challenge in returning to work, or something along the back-to-school lines. Puma did just this in its animated email. It’s brilliant.

That is the minimum, though. We strongly
recommend including a self-profile invitation within the same email.
This way, the return from vacation becomes a chance for asking contacts for
further details about themselves (later, we will see why).

The profiling form can create this in just a few steps. Simply use the drag & drop editor to edit blocks and other graphic elements, such as buttons, checkboxes, and groups. All of these can personalized to fit your needs.

Data collected through the self-profiling
modules are saved in the platform’s personal data fields.

Implement a customization strategy

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Separately or together:

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What to do with already collected recipient
data collected via the profiling form? We will personalize emails based
on the characteristics, interests, and inclinations of each recipient.

Despite the challenge of personalization, this element is fundamental for companies. The McKinsey study states that personalization will be “the prime driver of marketing success within five years”.

Companies must accept this challenge. How? By
adopting certain tools and functions to bring Email Marketing to an
advanced personalization level. Let us take a look at them:

Display Conditions option

What’s it for → Personalized content blocks

This feature is available to all Email customers. While creating the message, you can set up rules for displaying blocks and whole message sections that will be filled automatically with the most suitable content for each recipient.

Practically speaking, the Display Conditions option brands can send emails with images and texts in line with each recipient’s demographics, preferences, and needs.

An example? A promotional campaign by an e-commerce website able to segment a promo sale of jeans depending on whether the recipient is a woman or a man.

Personalization Engine

What’s it for → Related/recommended products  

What if a company wants to send emails with products that are constantly and automatically updated and customized? The Personalization Engine takes care of that. It uses Liquid markup language to create emails with real-time content retrieved from a site or an external page (i.e., a site, blog, or an online store) and sent to Email. This can be personalized for each recipient.

Here are a few examples: a Real Estate company
can send its customers one email per week with new housing listings of their
neighborhood or an e-commerce site can automatically send a follow-up
e-mail the day after a shopping cart is left behind. Such an e-mail includes
either the products that were abandoned or other related products. A large distribution company can also
send coupons localized by geographical area.

The Display Conditions and Personalization Engine options are available in the Email platform. These can be activated upon request. The first can be done by all companies, whereas the second requires skills with HTML and Liquid markup Language.


What’s it for → Personalizing customer journeys

Using Artificial intelligence is not a utopia — every company can do it. Datatrics is a Predictive Marketing platform owned by the Email Group. It allows companies to predict customers’ future needs because of data collection involving behaviors and habits.

Here is how it works: Datatrics aggregates data from internal sources (CRM, email, social networks, e-commerce, web analytics, etc.) and external sources (demographic data, weather conditions, traffic intensity, etc.). The algorithm forecasts the interests of customers who interact with the website, emails, and campaigns on Google, Facebook, Display Adv, and other channels.

The result? High-performing personalized
customer journeys
. We would also like to emphasize that the integration
between Email and Datatrics does not require specific technical or statistical

Update your skills

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» Courses, ebooks, masters degrees, and any other type of educational content

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To wrap up this list of recommendations for the new season, don’t forget to keep training, updating your skills, and leveling up your knowledge.

This is an essential ingredient for a
successful Email Marketing strategy and, more generally, Digital Marketing.

Wrap up

There are many other activities to carry out
for the new Email Marketing season. Today, we focused just on those that we
consider priorities.

If you think there are other essential
activities, then please feel free to let us know in the comments below.

It’s time to try Email with a 30-day free trial. Here is your chance to try your hand at Email Marketing.

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All the Numbers to Know

Let’s take stock of how companies perceive content by considering efficacy, investments, transmission channels, and content intelligence advanced scenarios.

A lot of water has passed under the bridge since the first Content Marketing project. Content has certainly come of age and companies trust it completely.

Nevertheless, its potential is far from running out. Companies can see their wide margins of expansion and development due to hybridization with new technologies.

In this post, we will look at the present and future of Content Marketing, relying on some valuable data that emerged from the 2019 State of Content Marketing by Zazzle Media. If, on one hand, we want to take a picture of the current panorama, on the other, we want to understand what the next Content Marketing assets will be.


The first findings refer to nothing but the results or, better, the perceived effectiveness of Content Marketing. The 2018 main companies’ issue dealt with the fact that almost everyone was aware of the need to produce Content Marketing, yet the goals were unclear. Such uncertainty caused a justified sense of frustration.

Things have changed as 96% of marketers perceive content as effective for the brand in 2019.

Not only that. In fact, the perception of content as an integral and integrated part of the company’s objectives bloomed as well: 89% of marketers agree that the content is linked with other business areas (such an opinion was shared by 45% only in 2018).


Just like efficacy and integration in business objectives, strategy awareness is also constantly growing: one-third of marketers interviewed claim to see “very clearly” how to conduct a Content Marketing campaign at its best. About 50% claim to understand it “quite clearly”.

This demonstrates greater awareness and a fuller skill maturity, even though there is still a slice (12.5%) in which best practices “are not so clear”.

The excellent result in “knowledge” is important because it has a direct impact on investments. In fact, we discover that investments increased very much year by year: while the percentage of budget invested in content was on average 23% in 2018, today it is 41%.


The Zazzle Media study reveals that over three-quarters of companies see brand awareness as the main goal of their Content Marketing strategies. What about second place? Lead generation.

The objectives of content

Looking at the “goals” from another point of view, we find that most companies (89%) take as a reference the metric of site traffic, followed by SEO indexing performance (65%).

The objectives of Content Marketing

Format and transmission channels

A reflection on the format is also necessary because content can be expressed in many ways. Writing still stands out: it remains the most chosen format (97% of companies).

Yet, we know there is a channel that is fast-growing year after year: video, to which 72% of companies rely upon.

The format (or perhaps it is better to call it a strategy) involving the influencers is also constantly spreading. Nowadays, 23% of marketers rely on it, while 100% say that they will place Influencer Marketing in their Content Marketing plan.

Now, how is this mass of content produced by companies conveyed? The most effective transmission channels are two:


It is not simply a matter of creating a newsletter to be filled each time with new content. In fact, a new feature allows for automating the composition of emails with the latest content, e.g. from your blog.

It is about Custom rows, which allow for saying goodbye to copy-paste texts, link manual image upload, and obsessive checks to ensure the accuracy of the content. Custom rows allow for:

  • Importing content via RSS/Atom feed or CSV, JSON, or Zip files into the sending platform;
  • Finding them in the editor as readymade rows– with optimized titles, texts, links, images, and call-to-action;
  • Easily filtering the different content sources and choosing the most suitable content for each message in one click.
The Email custom rows

How to create emails with custom rows

Messaging Apps

In addition to email, there is another key channel for conveying the fruits of the Content Marketing strategy to others. This involves the Messaging Apps through which new blog posts and any other informative material are automatically sent to contacts on Facebook Messenger or Telegram.

For this, it is enough to develop an automatic campaign that recovers the latest content from your blog and turns it into notifications sent via Facebook Messenger.

This type of campaign is based on RSS feeds or files (CSV, JSON, and Zip). Such automation sends messages every time your content is updated, whether or not it is in the form of blog posts, ebook, webinar, or video.

At Email, we have developed an automatic campaign based on RSS feeds to deliver the latest blog posts to contacts. Here’s an example:

An example of Messenger campaign

A possible advanced development could include the integration of a chatbot to move from a push to a pull logic where the user “pulls” the content towards him/her: companies like Whole Foods Market, Food Network, and TechCrunch already have chatbot with which help contacts find relevant content.

Why you should use messaging apps in marketing and how to collect contacts

Content Marketing and Artificial Intelligence

Artificial intelligence is becoming an ever-important ally for companies. Forrester’s report Intelligent Content Management – 2019 Survey depicts this scenario, which will increasingly represent the future. The report compares the performance of early adopter companies (already managing content via AI) with companies that are planning the adoption of artificial intelligence.

Companies that apply artificial intelligence to photos, videos, and other digital content reach +23% new customers. Advantages overcome expectations by 15% on average with peaks of up to 20% among companies that use Content Intelligence. Among the main benefits we find:

  • The improvement of the customer experience, confirmed by 63% of early adopter companies, against an expectation of 44% of the others;
  • A better ability to plan activities on assets such as photos, newsletters, and videos (63% vs. 47%);
  • An increase in content production speed (42% vs. 29%);
  • Improving creative team efficiency (49% vs. 30%);
  • A better return on investment in content (56% vs. 38%).

With regard to marketing priorities, companies
identify as pressing:

  • Greater consistency between customer experience and brand promise (40%);
  • Greater use of data and analytics (39%);
  • The increase in customer centrality (39%).

Content Intelligence can play a decisive role in addressing these challenges. Artificial intelligence helps in understanding the nature of the content, such as topic, level of involvement, style, and tone. This allows for tagging and thus searching and reusing content over time with the possibility of extracting data on the interests of users who consult them. Such a wealth of information will be useful for companies to personalize the message and improve the experience.

To sum up

In a universe dominated by advertising, companies should aim at valuable content that can solve problems and answer needs.

This is why Content Marketing is so important: in a world overloaded with news and stimuli, the challenge of brands lies in engaging, communicating, and being useful.

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How does Messenger work for companies?

Everything you need to know about the Facebook messaging app and how companies can use it to reach customers and prospects using a conversational approach.

What is messaging today? It’s where conversations between people take place. Many still don’t know it, but the volume of traffic on messaging platforms had already exceeded social networks in 2015, as the following report clearly demonstrates:

The numbers
have continued to grow from 2015 to date:

  • 1.5 billion people use WhatsApp at least once a month
  • Facebook Messenger instead has 1.3 billion users active at least once a month
  • Instagram is chosen by 1 billion users for exchanging messages.

These statistics are simply to give you an overview of the messaging world, but in this post we’ll focus on Facebook Messenger; according to the numbers disclosed by Facebook, today 20 billion messages are sent between people and companies every month. Let’s look at a bit of history, the features, and how companies can use this extraordinary conversational marketing channel.

What is Messenger?

Facebook Messenger (better known as Messenger) is an application and instant messaging platform.

Founded as Facebook Chat in 2008, it was released as a stand-alone app for iOS and Android in 2011.

New versions have been released over the years, to eventually also become accessible from a normal web browser in April 2015, via the page.

What can users do with Messenger?

  • Send messages and exchange photos, videos, stickers, and audio files
  • Interact with bots
  • Make voice calls
  • Make videos
  • Play Instant Games
  • Share locations
  • Create surveys
  • Make payments.

The Messenger Day feature was introduced in March 2017, with which people can upload photos or videos that are visible to all their contacts for up to 24 hours. This feature follows in the footsteps of what had already been done by Snapchat, Instagram, and WhatsApp.

The release of the Lite version also dates back to 2017, which was designed for users with slow connections or smartphones that don’t support the basic version of the app.

Are Facebook and Messenger connected?

As just mentioned, until only a few years ago the Messenger chat system was closely linked to Facebook: in order to chat with friends you had to use the Facebook app or be present on the website

Facebook subsequently decided to create Messenger by relying on the old chat, only replacing it with the integrated Facebook chat later, making it independent of the social network.

To recap: Messenger has effectively been a separate application from Facebook since 2015, although it still has a strong connection – both from an image and a functional point of view – with Zuckerberg’s social network.

Messenger can therefore also be used without being registered on Facebook. You can use the app for Android, iPhone, and Windows Phone, or use the desktop version at the site You can create a new account without logging in from Facebook: just select the line You’re not on Facebook and enter your phone number to register.

Messenger obviously won’t show Facebook “friends” as contacts, but will give the user the option to import the contact list from their address book, with which it will be possible to start conversations with their friends. And if this wasn’t already clear, it’s all for free.

How to use Messenger as a company

Marketing is a fragmented landscape today, where companies intensely and constantly compete to catch people’s attention. In this context, messaging is an indispensable opportunity to reach prospects and customers.

In brief,
here are the main activities that a company can manage with Facebook Messenger:

  • Deliver content and cultivate relationships with customers and prospects
  • Manage an event and engage the public
  • Enhance the profile of each contact
  • Generate quality leads and bring them to purchase
  • Provide quick assistance.

Facebook Messenger for companies: use scenarios

5 concrete use cases for building a real conversational strategy.

And what
about the benefits? Here are a few:

  • Registration is quick and easy for people (compared to landing pages and registration forms in general)
  • You only get real contact data at all times
  • Registration is instant
  • Messaging is the best combination of a simple structure which can be rich in content
  • The messaging channel lends itself to integration with bots (Facebook Messenger already has 300,000 bots developed)
  • Messaging has high engagement percentages. Statista data 2016:
    > Open rates: 80% or higher (88% average open rate for Facebook Messenger)
    > Click rates: 30% or higher
  • They are safe and familiar places for people
  • No optimization required: messages are automatically formatted for optimal layout
  • Imply a two-way relationship, as opposed to TV, email, print, radio, etc.

To transform all the potential we have just seen into everyday practice, MailUp provides companies with an entirely dedicated channel on the platform: it’s called Messaging Apps, and it offers a set of tools and functions you can use to create, send, track, and automate messages for Facebook Messenger and Telegram.

Increase your audience

Here is a set of tools and techniques for creating an audience from scratch and making it grow over time, to become the target of your campaigns on Facebook Messenger.

  • Multichannel pop-up form
  • Button on the site
  • Visual on your Facebook page
  • Button on your Facebook page
  • Messenger Code.

Set up the registration activities

Once MailUp
is connected to your messaging system account, it’s important to set up some
basic automatic messages.

  • Presentation message, which will be shown the first time the user accesses the Messenger chat.
  • Welcome message
    Sent automatically when a new user registers
  • Unsubscribe message
    In the reverse order, to notify the user of their unsubscription and say goodbye
  • Default response
    Sent automatically when a user writes you and you want to manage the contact with a triggered message (for example: Thank you for having contacted us. We will reply as soon as possible).

Create and send the message

You can create content-rich messages with just a few simple clicks. Thanks to a drag & drop editor you can choose from the following content modules:

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

You can choose to send the message immediately or schedule the launch, setting the day, month, and time.

Finally, the reporting system provides detailed information on the results of the Messenger or Telegram campaign.

Set up the sending of automatic campaigns

An equally important aspect is being able to trigger an automatic process that sends campaigns for Facebook Messenger based on each new update of an e-commerce catalog or blog, or more generally of any content source.

What you can do with Messaging Apps

By choosing the content source, setting a layout for the automatic campaign, and selecting the sending frequency, you can deliver messages that are automatically composed with each new update of your blog or online store.

To sum up

We hope we have clarified everything related to Facebook Messenger, its features, and how these can be exploited by companies for marketing and communication objectives.

To start conversational marketing using Facebook Messenger right now, simply request a free trial of the MailUp platform. You’ll have 30 days to create, send, and automate your campaigns.

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The Steps of Content Marketing Strategy for SaaS Startups

90% of the SaaS companies in existence are using Content Marketing as an integral part of their business plan.

For example, take a quick look at any standard SaaS website and you are likely to come across resources section that has ‘knowledge base or content related to their products.’

These informative contents can either be in the form of blog posts or ebooks, and they are actually an important part of the content marketing plan. Also, you’ll need the right Content Marketing tools to get them done effectively.

But, let’s face it: Creating a SaaS Content Marketing Strategy that can convert your website visitors into customers, is the hardest part. A lot of the conventional strategies that people suggest to use don’t even yield half of the expected result.

But, wait. How are your competitors making profits? What strategies are they using for their SaaS content marketing plan?

There definitely is a clear answer to both these questions, and if you want to know what they are, read the post carefully.

SaaS Content Marketing Strategy: What’s the hype all about?

Content Marketing Strategy for Software as a Service (SaaS) is one of the major and most important marketing tools that SaaS startups use to attract, inform, and covert customers. The most important element of Software-as-a-Service content marketing is to help potential customers understand your product/service.

How can a visitor become your paid customer if he does not understand how your product works, why is it different, and how it can benefit them?

SaaS content marketing strategy is a great way of helping your target audience to learn about your product, its features, and usability. It bears not much difference with traditional marketing strategies or marketing approach. Instead, it is more cost effective, direct and hassle-free.

You’ve to inform the audience how your software works and why it has the potential to solve their problems. Information and education are critical parts of the SaaS strategy, which is why content is the most important tool you can use to market the SaaS product.

Sure-fire tricks to conquer the SaaS content marketing

Your target for every visitor reaching your website should be to find ways through which they can stay connected to your website and become paid customers. 99% of the buyers are unlikely to buy your product the first time they reach the site. Hence, you need tricks and tips to stay in touch with them and bring them back to your site.

Step 1: Creating customer-centric and solution-oriented articles

The SaaS startup’s focus must be on customer intent. Because whether it is a lead, new customer or an existing customer, you should provide your audience with prompt information. SaaS companies are creating content that guides the visitors towards the buying process. But a wise way to do this is creating content for each stage of the buyer’s journey. Here’s how you can funnel your buyer’s behaviour in five different stages and create content around it.

Phase I: Product or Service Awareness

Take the first step of content marketing stairs by creating content that can create awareness about your product. Use top keywords, long-tail phrases, write engaging articles, and attract attention. Do everything you can to spread awareness.

Phase II: Lead Generation

Once you’ve created awareness about your product, the next step is keeping the audience engaged with your site, and earning their trust. You can generate leads by developing high-value, free, and informative content.

III: Get the Visitors to Sign-Up

Get the users and visitors to sign-up and try your product. The best way to do this is by offering free trials and letting the users decide if the product is appropriate for them.

Phase IV:
Free to Paid Customers

Now that your customers have tried your product, it’s time to convince them to try the paid version. It can be made possible by offering them valuable features and tools within the software.

Phase V: Retain the paid Customers

This could be the toughest, but most important phase. To retain your paid customer, make sure you continue providing them with valuable features, tools, and support. Deliver quality in exchange for money.

Step 2: Creating infographic content for the visual appeal

Customers will remember a visual representation more than a written or audio one. It will stay in their brains longer and help them navigate their way to you SaaS startup. The communication is easier, customers’ understanding of your products will improve.

  • Infographics are a compelling communication medium that can communicate complex information in an effective manner.
  • SaaS startups are using compelling infographics to create informative content and share knowledge about the product’s exclusive features and benefits.

Step 3: Improve on-site SEO

While content marketing strategy is important, what makes it so is the search engine optimization, means the identification of the most used keywords for your products or services. Not all SEO keywords will generate the same results for your website. If you want to create content that converts, here are a few things that you can do while doing keyword research:

  • User Intent is crucial: If you have a SaaS product, you sure have established a rival and competitors. It’s time to look at these competitors and learn what keywords they are using. Also, use Google AdWords to target the specific customer range and win them over by offering what’s missing in your competitor’s product/Solution.
  • Search Volume Analysis: Search volume refer to the number of times Google users are typing particular phrases into the search bar. Who wants to build their SaaS strategy around content nobody is searching for? You can use the Google Keyword Planner to find the frequency of each keyword.   

Step 4: Customer involvement marketing strategy

This marketing strategy works on the existing customers better by communicating with them regarding new features of your product or service which they haven’t yet tried and encouraging them to do so. Provide them with the solutions for a hassle-free engagement program.

For example, office messaging applications like Slack, Twist, and Microsoft teams repetitively send notifications to users about the recent upgrades, bug fixes, and new features to try. This way, they motivate the buyers to stay on the board.

Step 5: In-app upgrades of applications

As a SaaS startup, another marketing strategy to use is in-app upgrades. In-app upgrades let the users use the app even while it is being upgraded. Now that does not mean that you have to force them to buy those upgrades. Instead, with better analysis of data, your company can ensure which in-app application is best suited for the customer and then educate them about the same by creating content around it.

An in-app upgrade is a great way of fixing the bugs and making improvements, and at the same time, retaining customers by offering them enhanced features. 

For example – Troop Messenger frequently uses In-app upgrades as a SaaS. The weekly updates not only fix the identified bugs and errors but also generate clicks from the existing users.

Step 6: Free trials and extension offer

A SaaS startup marketing strategy must be to offer its customers/ leads a free trial so that customer ‘tries before buys’ your product. Free trials and extension offer for new and existing customers work in a similar manner as creating an inbound marketing content strategy does.

In addition to the free trials, the SaaS startups marketing strategy of offering extensions will become a major amplifier in the customer’s visits and purchase of your product.

A great example of free trials and extension offers can be Troop Messenger, an office chat application. In addition to all the basic features, users can also avail features like Audio Messaging, Video Calling, Instant Messaging, Screen Sharing and live tracking. 

Step 7: Referral marketing strategy

After your SaaS startup has gained a desired reach of leads, make your way up to a referral program wherein a customer can refer your product to his friends and that will earn you another customer and premium points to the existing customer. As an excellent content marketing strategy example, referral marketing tactic is something that can generate potential leads for your business.

There may be relatively high growth in the sales of your product after a referral program if only it is executed properly, promoted among the target customers, and deployed well.

A good example of this SaaS Startup marketing strategy is encouraging the existing users to send referral links to their friends and family, ask them to download the application and get cashable rewards.

Step 8: Partnered marketing program

As a startup, you can enter a co-marketing program with another prominent company which offers similar products, or secondary or closely related products. It will help you navigate your co-marketers’ leads or audience, hence, an increase in leads and conversions.

Eventually, this will prove to be a good B2B SaaS marketing strategy. And it will be cost effective.

You can partner with a company having mutual goals, setting partnership tiers, and by developing the co-branding content. Always align with your partner’s expectation and make sure the content you are developing is both relevant and informational.

Step 9: Customer retention: reducing the cancellations

Using the right tools, the SaaS startup can ensure which customer is most likely to cancel the subscription to service. With the predictive analysis, you can find out the reasons behind it and provide the customer with better solutions to make their experience a better one. It will also help your startup to determine which feature of your product or brand is causing the customers to cancel and you can deploy development efforts.

To reduce customer cancellation, the SaaS startup can improvise their services or product to retain the prospective cancellers.

By understanding the user-demand, trending topics, your website can reduce the churn rate and increase the sign-ups.

Step 10: Business networking programs

As another important SaaS Startup growth strategy, the startup will need to widen its network by getting in touch with other marketing events or trade shows or marketing organisations. This will undeniably expand your startup’s horizon.

Take advantage of this outside networking to leverage your SaaS startup’s marketing growing-up after these meetings and events will strengthen the new-built relationship with bigger SaaS companies and with time, you can determine whether the partnered program can be brought in use with these companies.

Step 11: Offer varied payment options

With only a credit card as the payment option, a customer may not be comfortable sharing his card details with a SaaS startup. A marketing strategy, the SaaS company can incorporate different payment options like UPI Payment, PayPal, PayTM wallet, Mobikwik Wallet, PayUmoney.

With the free will of payment to choose from, a customer is likely to purchase your service or product. There’s a reason why offering multiple payment options is considered one of the best practices of SaaS marketing.

There is nothing like ‘One Size fits all.’ If you want to target a varying range of customers, you should offer a varying range of payment options.

From debit to credit cards, direct deposits to online payments, the more options you provide your customers, the easier it will be for them to pay you.

Wrap up: Improve your SaaS content marketing

SaaS startup marketing strategies are important to ensure the growth of a SaaS startup and reaching out to customers and conversion will what make the SaaS goals achieve. It is like a smart investment which will yield better results with time.

As your company develop a robust SaaS content marketing strategy, ensure to use tools and the tactics that have been mentioned above. With the right planning, effective tools and analytics, and smart execution, you can reach the target customers and your knock your sales high!

Copywriting and Its Role in Marketing Translation

Copywriting is a critical part of marketing translation. Get more insight on how the two elements can help businesses increase their sales.

Businesses are expanding their operations getting into new territories. That means they have to reach out to the new potential clients who speak a different language and lead a different way of life.

Apart from just marketing, there is a need to understand the beliefs, culture and the way of life of the target market so that the translation of the marketing content can be easier. The content should also have the required impact on the target audience.

Besides, the key to creating content that people can relate to is to ensure that you understand them first. Regardless of your line of business, you need to reach out to and persuade the potential clients that your products are the best.

While a free online translator can help with simple tasks, there are translation jobs that need specialists with a proper understanding of how things work.

What is the Role of Marketing Translation in Business?

Clients do not just decide to buy products produced by a given company. The business has to make a deliberate effort to inform the clients about the products they have and how these products are likely to improve the life of the consumer.

Technically, that is what marketing is. A company have to convince that its product is the best and the customers should purchase it. Because of the other companies that produce similar commodities, the clients should know that you are the best in the industry and purchasing your product is in their best interest.

The companies that provide the best online translation services understand the consumers and can connect with them through the content they prepare on the company’s website. Such custom-made content can place you ahead of your competition. As a business, you need to identify the areas that can give you an advantage over the competitors. Content geared towards the needs of the clients is one of those areas you should put more emphasis.

Before the material that is meant to market the product of a given company is translated from one language to another, the copywriter should understand the culture of the customers. For example, you need to know that there are those words that when loosely translated can sound offensive. If your company is not cautious, the content created may show the business in a bad light instead of promoting the products they sell.

To increase the revenue, you do not want the clients to perceive you as a business that does not respect their way of life. For effective marketing translation, you need to have a direct connection to the intended customers.

If a business depends on Google Translate, the final results may be disastrous as negative publicity may lead to a huge reduction in the sales made by your company.

With proper copywriting skills, the content becomes even better as the customers have access to motivating content. A writer that sees your content as useful feels the urge to purchase more commodities from your company. When you have many clients that perceive you as a good company based on your content, your chances of success in the industry increase.

What Form of Copywriting Is Good for a Business?

Marketing translation means that there is a specific market that is targeted. Therefore, the content created should be aimed at that specific segment of the market. As a business owner, you have to disclose important information to the copywriter regarding the product as well as the clients.

The first thing that the copywriter should know is the product you deal with. That way, they can tell the type of content that is suitable for such kind of a product and the keywords that should be used. The next critical information is the target audience. Do not leave the copywriter guessing as to the type of content that should be on your website.

With that information, the copywriter can decide on the tone that is appropriate for that group to make your business and its products more attractive to the customers. You should know that copywriting and marketing translation efforts are useless if the information does not meet the specifications of the customers. Every content should be custom-made for the target market. Simply put, the customer should always be the priority when any website content is created.

The content created should always be brief, informative and useful to the readers. People are lazy by nature do not have time to read huge chunks of information to get a glimpse of what your company has to offer.

The customers can easily move on to other websites when they notice that the content on your website is wordy, complicated to read and offer little value. Moreover, there is a need to simplify the technical terms so that the clients can find it easy to read through the content meant for them. Use a variety of sentences so that the reader cannot get bored. You need to know that using long sentences makes it hard to comprehend the content.

On the other hand, many short sentences following each other make the information boring. Proper flow of the information provided is important. That is something professional copywriters understand and implement effectively for the best results. Therefore, you can only trust professionals who are well-versed with the issues of copywriting to achieve the best results.

Generally, the content should appeal to targeted readers. The first way of ensuring that the clients read through the rest of the content is to have an attractive title. Make the title brief and engaging.

The readers should feel the urge to read the information presented. Even here, translation skills come in. There are cases where the title of the source language is interesting, but it becomes boring when translated to the target language.

Humorous content is good for attracting readers. However, jokes should not be overused. It may make the clients feel that your company is not serious in its product provision. When you get a marketing translator who is also an expert in copywriting, the whole work becomes easier. This is because such experts know how to deal with complicated words that when translated directly may bring completely different meaning.

They also know how to strike a balance between presenting serious information and being humorous. With their expertise, there is no chance that your brand can be viewed differently from what you intended because of improper translation. Just the right information gets to the target readers.

The Importance of Copywriting and Marketing Translation

Below are some of the benefits of copywriting in marketing translation.

  • Enhances ability to persuade customers
    With the technical translation, one has to ensure that the words translated from one language to the other are accurate. Copywriting ensures that the content can be crafted in such a way that the readers find it useful, attractive and persuasive. The marketing translators with copywriting skills ensure that the translated content is still persuasive even in the target language. They do more than just technically translating the content. Such skills are valuable in your bid to get more clients and increase sales.
  • Adds new skills of marketing to the business
    If you are looking for a marketing translator, it is important to consider an expert with copywriting abilities in their mix of skills. The content prepared by such professionals is what the customers can identify with. Also, the information is relayed properly without cases of ambiguity. Always have the surety of achieving the best sales results. The prosperity of your business is dependent on the experts you hire. Always get the right copywriting professionals.
  • Connects well with customers
    It does not matter the kind of business you are involved in; you should know that the most important pillar is the customer. As such, you should make every effort to connect with them. That can only happen if you create content that they can identify with. Here, proper copywriting skills are important.

On the other hand, the process of content creation requires one to have knowledge of the languages and the culture of the target language. That way, you can use the tone that the clients feel comfortable with.

Copywriting experts understand the psychology of the customers. Therefore, they know exactly what impresses them and what may not interest potential clients. With the content they create, you can be sure that all your clients feel comfortable and would love to read all the content on your website. That translates to more sales and increased revenue.

To sum up, you need an expert with both the ability to do marketing translation and at the same time know how to do copywriting for the best results. With that, your business can be on the path towards prosperity.

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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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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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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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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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