The "December 2020 Core Update", i.e. Google's latest algorithm update, was released on December 3, just before the Christmas holidays. Here's what's changed and the impacts of this major update. The year just ended has certainly not been spared in terms of upheaval, and as if that weren't enough, Google saw another upheaval brought to an already tumultuous 2020 with the release of its "December 2020 Core Update", the latest update to its algorithm. If marketers were hoping to take time off peacefully, at least to celebrate the end of the year, this latest update has dashed that last hope as well. The first side effects were felt as of December 4: if the January 2020 update led to an average volatility of 8 points, that of December caused volatility rates that reached peaks of 9 to 9, 4 points in almost all categories. So let's see if now, more than a month later, these initially recorded changes have had any real consequences and what has actually changed with this latest update. What is Google Core Update? The Google Core update is an update of the criteria used by Google's algorithms that occurs with a certain periodicity. There were three main updates in 2020: January, May, and December. The purpose of these updates is to optimize the crawl, indexing E-Commerce Photo Editing Service and positioning activities carried out by the search engine to offer users answers that are increasingly precise and adapted to their needs. In particular, Google's latest updates have focused on improving web page content analysis performed by Rank Brain , the algorithm's artificial intelligence. In fact, the goal is to further refine the ability of this artificial intelligence to understand the search intent of However, Any update to the criteria on which Google's algorithms are based may impact the positioning of any website in search results, in any part of the world and in any language. When Google announces an update, it therefore means that the positioning of your website may undergo positive or negative changes, depending on your sector and the keywords that interest you. After an update, the so-called "roller coaster effect" is likely to occur, i.e. a few days of adjustments during which a web page can quickly lose and gain positions in the SERP, i.e. i.e. the list of results from the web page linked to the query. Between. To verify the real impacts of an update, it is therefore necessary to wait for these adjustments to fade before evaluating the real changes at the end of the adjustment period.

Storytelling in an email is certainly different from storytelling on a blog or website. First, the available space is limited . But that doesn't mean a story can't be told. “For sale: baby shoes, never worn” This simple sentence from Hemingway is the most quoted example of storytelling that clearly shows how a story can even be told with just a few words . Unfortunately, however, not all of us are acclaimed authors and the storytelling itself can be difficult: make sure your story is long enough to contain all the essential information, without being too long to discourage reading , and make sure it is readable as an email, especially from mobile (very important considering that 78% of open emails are opened on mobile). Also remember to always insert a button for your CTA, an element that cannot be missing in the layout of any email, and to increase the attractiveness of the message through images, GIFs or video content. Examples of successful storytelling We have chosen a few examples to give you a concrete idea of ​​how you can integrate storytelling and email marketing. Storytelling applied to newsletters Newsletters are great for using a storytelling approach, as they are created to share information and build a sense of community. An example of storytelling embedded in a newsletter can be seen here by Pennamontata, who often devote their weekly Image Masking Service mailings to a specific theme, developing a story around it. The aim is to inform and intrigue the reader with a different framework from the usual newsletters , without any reference to a product/service. pentathlon nl storytelling example 1 pentathlon nl storytelling example 2 Welcome email and narration Can a newly registered contact be welcomed through a story? The answer is yes! A great example is this welcome email from The Hustle, which chooses to use a funny story to put a smile on the face of the newly subscribed user, offering thought-provoking and original content. example of narration and welcome emails Tales to celebrate a company anniversary Brooks Brothers provides a classic example of company story-driven storytelling. The brand chose to celebrate its 100th anniversary by sharing the story of the company's origins and its iconic products with the community. The use of images and graphics serves the purpose well and the products are used to tell the story, without direct promotional intent. Brooks Brothers storytelling for company anniversary example In summary Storytelling is a technique increasingly used in marketing that proves effective not only because it is very popular with users, but also because it can create an empathetic connection with the user. If you want your emails to stand out in your recipients' inboxes, try this approach: pick the type of email you think is most appropriate for a story and try telling yours using the elements. and the tips we have provided in this article.

They have a very high open and engagement rate. So why not optimize them to promote, up-sell and cross-sell? Here are 7 practical examples of transactional email marketing. For convenience, we always refer to them as transactional emails , emphasizing their logistical and bureaucratic nature . However, after the evolution of Email Marketing techniques and strategies, things have changed, and transactional emails are now far from being simple notifications of a user's action. These are now marketing tools in their own right. In this article, we want to give you some practical tips and ideas for converting transactional emails into business opportunities . What is transactional email? As the name suggests, transactional emails are linked to a transaction. Examples are emails sent by Amazon following a purchase to confirm successful ordering , product dispatch and delivery. Transactional emails comply with each use, notifying a ticket or service purchase, the activation of a free trial, or the most classic newsletter subscription. One aspect of transactional emails has been neglected for too long: the ability to achieve significantly better results and performance than other types of emails, primarily promotional E-Commerce Photo Editing Service emails. Transactional emails have very high open rates and, therefore, higher interaction rates than promotional messages and DEM newsletters. Transactional + Promotional = The reason for this stellar performance is intuitive: transactional emails are the result of user behavior . In other words, their sending is triggered by an action by the actual or potential customer who then wishes to open , read the communication and possibly interact with us via a link and a call to action. Brands are therefore more than likely to take advantage of this potential to relaunch the commercial relationship. It's about changing the way you look at this category of mailing. Transactional email is not the final communication in a relationship cycle ("thank you for shopping, your order is on its way"), but rather the place where such a relationship can grow and receive new impetus . . Next , let's look at some ways you can use transactional email to promote content, upsell, or cross-sell. 7 ideas for taking advantage of transactional emails 1. Thank you email When the customer/recipient has just made the purchase is one of the times when they are most receptive to our communications. The thank you email is therefore suitable for many companies to relaunch or complete the offer . Upselling techniques and strategies play the most important role in these emails. The best examples come from airlines, which are known to strive to integrate basic purchasing with complementary services and offers. Here is the welcome email from easyJet:

Marketing Automation has been on everyone's lips for a few years now, yet many surrounding legends hinder its use. Let's clarify once and for all what it is and what it isn't. Marketing automation always scares marketers. Its adoption rate was measured last year by the MailUp Statistical Observatory , which collected and analyzed data from more than 12 billion email messages sent with the platform. The data, linked to the year 2016 and aggregated by target (B2C, B2B or cross), type of message (newsletters, DEM or transactional) and sector of activity, demonstrates this: only 9% of companies have at least an automatic flow of emails. or SMS. From talking to customers, we understand that the motivation for such a low usage threshold is diverse and often not entirely reasonable . In this article, we try to break it down so that any final decision can be based not on preconceptions but on real data . First things first: what is Marketing Automation? Marketing automation is a synthesis of a series of complex activities with various tactical and operational objectives. It all comes down to a triple end goal: to personalize the user experience as much as possible, to build a personal conversation with each user and, in the final analysis, to maximize the return Image Masking Service on investment of each marketing channel. Marketing automation replaces many separate systems with a single solution, simplifying processes. These are therefore email and SMS campaigns that are automatically activated according to the actions and behavior of users. Given such a premise regarding the definition, let's see the five (main) myths to be debunked regarding marketing automation. 1. It requires complex technology infrastructure People often feel uncomfortable with the word automation . For some, it is a concept that refers to industry , and for others, to robots . In any case, we think of complex and mechanical automation processes that, although we are talking about digital marketing and not iron metallurgy, would require heavy installations and specific skills . It's wrong. Today, Marketing Automation can take advantage of very advanced technologies that most often work autonomously. They have a simple and intuitive interface like the best (and most popular) email editors to manage for the company (the user, the person).