Gmail takes into account positive and negative signals whenever you send an email to your subscribers.
Optimise your email deliverability with these tips:
— Ensure your reply-to email points to a company domain email that is actively monitored. Encourage readers to reply directly to your email with feedback or questions. These interactions signal positive engagement to Gmail.
— Only send quality content, at regular frequencies. When people mark your email as junk or delete it immediately without reading (even without unsubscribing), this sends negative signals to Gmail.
— Segment your marketing lists based on user activity and preferences. If you have many products, give your customers the option to unsubscribe from all marketing comms., or several categories.
— Minimise the use of images and keep your emails simple. This reduces the likelihood of your emails flowing straight to junk or the Promotions inbox.
Page speed and user experience are highly critical to Google's Core Web Vitals.
A site that loads slowly does not only get penalised by Google in search engine results pages (SERPs), but it also leads to poor user experience and thus a higher bounce rate. Bounces have the compounded effect of signalling to Google to drag your search engine rankings down further.
Reduce your web loading times by:
— Use image optimisation tools like ShortPixel and ImageOptim.
— Use Content Delivery Networks (CDNs) like CloudFlare to optimise delivery of your websites. CloudFlare also has automatic image optimisation available.
— Ensure your design team produces web-optimised outputs. Images should only be up to 1.5x in resolution relative to its site format.
— Use vector images where possible. Scalable Vector Graphics (SVG) formats are lossless and scale indefinitely, remaining crisp at any resolution.
After the e-commerce rush we first seen with the lockdown, it's tougher to break through the noise in e-commerce during these summer months. High-street retailers are pushing heavier summer discounts than in the years past.
Beyond discounts, you can increase e-commerce ROI by:
— Suggesting products to cross-sell: Plough through your sales data. See what people usually buy after purchasing a product. Cross-sell by setting up drip email campaigns or automated recommendations.
— Suggesting add-ons: Suggest add-ons to your main product offerings automatically at checkout.— Set up abandoned cart emails: Make the first information you ask for from guests at the checkout process their email address. Send up abandoned cart emails to those that did not complete their checkout.
— Nurture your most valued customers: Find your top 10%-20% customers with the highest AOV (average order value). Provide them with special offers, such as a free gift, early-bird access to a private sale, or exclusive discounts.
According to Google, 20% of all searches are now by voice.
This trend is only accelerating with the advent of Siri, Google Assistant and Microsoft's Cortona, and IoT like Amazon Echo and Google Home.
The implication of this is that search queries are becoming even longer, and much more conversational.
Optimise for voice search by including some blog titles that are more conversational, with titles that begin in formats such as "How Can I....", "What Is...", "Where To....".