5 ways to use email marketing effectively

How do companies effectively use email marketing?

Every marketer’s dream is to send emails to the most promising prospects and get a flood of positive responses. And although technology has changed the way consumers buy, the human brain hasn’t changed, so this dream is possible.

Our brain reacts the same way it did a thousand years ago. This is great for marketers because we can use psychology and persuasion to influence consumer buying decisions.

Email marketing is still lucrative as most consumers now regularly access their emails on their smartphones when they are on the move. Email therefore remains a preferred form of communication.That said, many email news messages are ignored or, even worse, reported as spam.

To use email marketing effectively, you need to build trust and credibility. Therefore, your emails must be relevant, personalized and attractive in order to build trust and credibility.

1. Devenez digne de confiance

It is essential to define expectations in your first welcome email and in your membership offer. For example, if you promise to send your subscribers daily advice by email, you will only gain credibility and trust if you send your emails every day. Meeting and exceeding expectations builds credibility both consciously and unconsciously.

The more you keep your promises, the more trustworthy and credible you will become. For example, you can say in an email that you will participate in a special question and answer webinar where you can answer questions from your subscribers. Then hold the webinar, record it and promote it on your mailing list.

Although most of your subscribers will probably not watch the live webinar or its replay, they will at least know that you have kept your promise.

    2. Make your membership offer

    Most marketers put a lot of resources into the beginning of their relationship with their mailing list. However, it is essential to note that if you break the membership process, you will be starting off on the wrong foot.

    So make sure your links work and deliver what you promised to the best of your ability. And if you want to be sure you’ve done your best, one way or another, you’ve exceeded your expectations.

    3. Dégagez de forts avis et tenez-vous-en à elles

    There are many ways to talk about an issue and take strong positions. This will set you apart from the competition. However, it should go beyond branding and positioning.

    For example, if you are a fitness trainer and have a strong opinion about the harmful risks of long, slow cardio, subscribers will associate you with that opinion. And those who agree with you will be happy that you are firm on this issue.

    Yes, your position may change over time, but you should explain to your subscribers why you are departing from your previous statements. So don’t be one of those marketers who make a reputation for saying anything that will generate a sale, because your subscribers will learn not to take you seriously over time.

    4. Meet your deadlines

    Like any other type of digital marketing, a strict publication schedule is crucial to building credibility in email marketing. Don’t forget that if you send emails too often, you’re going to piss off your subscribers. And if you send too few emails, your subscribers will start to forget about you.

    Try to find the right frequency at which you should send your emails. Three or four emails a month is a good way to start.

    Also remember that if you tell your customers that you’re making a five-day sale on your most popular products or that a special offer disappears after three days, you lose credibility if you don’t meet the deadline.

    5. Faites attention à ce dont vous faites la promotion

    You don’t want customers to unsubscribe from your list because you keep bombarding them with promotional emails, especially if they expect to receive more valuable content. Nevertheless, the purpose of an email marketing strategy is to promote your products or services.

    By being selective with what you promote based on factors such as product views, past purchases and wish lists, it will make you more attractive to your target customers. So personalize your emails in a way that makes subscribers feel that you value them as individuals rather than as email addresses in an endless list.

    Due to the huge amount of spam on the web, consumers are increasingly suspicious of the person they give their email address to. Attention span and patience are more limited than ever, so you need to prioritize the subscriber experience and offer relevant content if you want to build a positive brand through email marketing.


    Sending marketing e-mails to customers remains one of the most effective strategies for business success. But it has become much more competitive in recent years, as savvy readers are becoming more and more perceptive as to why they have registered their email address. Nobody likes spam, after all. And when you’re fighting for attention in a busy inbox, you need to make sure that your message not only stands out, but is read and action is taken.

    7 Link building strategies that will optimize your SEO in 2020

    Link building strategies are developed following Google’s algorithm to better rank on search engines. For example, Google now gives priority to high quality links and gives them a better ranking in search engines. This change has forced organizations to place a high priority on link building in their digital marketing efforts.

    The strategy of creating relevant and valuable links can be challenging. As Google’s algorithm becomes more and more sophisticated, it is also becoming much stricter on how to rank websites.

    It is not easy to establish a good linking system, but there are many « White Hat » linking strategies that preserve the integrity of websites and can help you implement an effective linking strategy. Here are a few of them:

    1. Writing quality guest messages

    Blogs are reliable websites and an excellent way to develop link building strategies. However, it is important to contribute to trusted platforms by publishing articles on your area of expertise. Keep the following points in mind to get the best value for guest contributions:

    • Choose your publications wisely: While it may be tempting to contribute to every website or blog that accepts guest contributions, it is essential that you study them carefully before publishing them. Contributing to authoritative websites with a large number of followers can increase your audience and help you grow exponentially. But a single guest post on a website that has experienced some controversy or incident can be detrimental to your brand.


    • Study their publications: You don’t want to lack originality in your post. Make sure you can offer fresh content. It is important to check their archives and their writing guidelines and standards to avoid delays.


    • Create content accordingly: If you’ve done your homework, it will be easy for you to create meaningful content that readers will appreciate and may be able to share on their own social media accounts or encourage them to visit your website.

    2. Maximize your network

    Good relationships can lead to good connections. For example, making contacts by providing relevant and meaningful comments on forums and discussion threads can be an excellent opportunity to connect with other organizations.

    These social groups typically include bloggers and other experts who can invite you to their platforms and connect you with other organizations, opening doors to more networking opportunities. In addition, they can also give you valuable information that you can use to create content and implement strategies.

    3. Stay informed and up to date

    You’ve probably already heard about the embezzlement of information. Newsjacking involves writing about the latest news and exploiting it to promote your brand. It’s a great way to connect with your audience and establish the importance and value of your brand or product.

    In addition, Google rewards links that are fresh and current. So, if you are fast enough and one of the very first to publish a newsjack article, you will rank higher in search engines. Other publications may also link to your content when they write their own article.

    4. Take advantage of visual content

    What makes the visuals so great is that they’re easy to share. It’s easier to earn quality links faster.

    While some organizations find it impossible to create compelling visuals on a tight budget, many free or low-cost digital platforms with easy-to-use drag and drop interfaces are now widely available. They allow people without technical or design skills to create visual content easily and inexpensively.

    Keep in mind that some organizations are also adopting these tools, and it’s up to you to ensure that your visuals stand out from the rest of the audience.

    5. Research and analyze data

    Developing your link building strategy can lead to research to help show that you are working to understand your industry and improve your brand. This research can be conducted in a variety of ways and can result in high quality links:

    • Surveys: Relevant surveys are likely to get links. For example, if you are a cyber security solutions company, you may conduct a survey on a specific topic among IT managers in a certain industry. Surveys can yield interesting results, which you can publish and turn into interesting and insightful content later on. If the content is of high value, it will be picked up by many organizations in the same industry and even beyond.


    • Case Studies : If surveys show that you are making an effort to understand your industry and showcase your expertise, case studies represent the success of those efforts. Case studies are proof that you provide great value to your customers and that you are ahead of your competitors. Opinion leaders will likely cite your case study if it is effective.


    • Data analysis: All research requires proper data analysis. Data is important because it is generally used as a starting point for many important online discussions, especially with organizations seeking to disrupt the market.

    Properly executed and reported content based on data can establish authority and strengthen your reputation, leading to more links and higher search rankings.

    6. Compile and use links from authority sites

    It is not always necessary to create content from scratch when developing your link building strategy. Publishing a list of useful resources, a homepage with links from trusted sites can show your target audience that you know what you are talking about. It will also make it easy for them to find blogs or articles that can help them understand topics in a certain niche.

    Resource lists or articles usually include a short introduction to each topic, subtopic and list. These items make reading and scanning easier, especially when it is long and comprehensive.

    Keep in mind that the number of useful links is important. But if you think that creating resource lists is too important for you, you can start by publishing a few resource articles. You can then extend them to the landing pages.

    7. Adopt the right mindset

    The linking strategies mentioned above can help you establish your presence and develop your brand online. While it may be tempting to try other means that can achieve results faster, implementing White Hat strategies can promise more lasting results.

    It also allows you to avoid regulatory fines and instill the right attitude and behavior in your entire team.

    It won’t be easy, but as long as you create quality content and focus on bringing value to your target audience, you’ll be on the right track.

    Digital marketing, SEO and social networks for hotels

    Nowadays, most people are equipped with a laptop, a smartphone and/or a tablet during their travels. In addition to word of mouth and popular hotel search engines, one of the most common ways for travelers to find a hotel is through a simple Google or social media search. For this reason, it is crucial that hotels pay attention to their digital marketing strategy to make sure they don’t miss out on potential guests.

    What are the most important marketing tactics for hotels?
    For many business owners, the « online marketing puzzle » can be overwhelming, but combine it with the work involved in running a hotel and it can be very difficult. Here are the key online marketing tactics that all hotel owners should implement for their business.


    1/ Get more feedback

    Most travellers do a little research on their destination before deciding to book a hotel and go there. There is no better source of current tourist information than a hotel in the destination of your choice. The problem is that most hotels don’t share all their wisdom online. Keeping an active blog with tips and things to do in your area can be a great way to generate more traffic and potential customers to a hotel website. It is also useful to gain the trust of travelers if your information is useful!

    2/ Local referencing

    When someone types a search query such as ‘hotel Paris’, the Google program is used to display results in the area. What most hotels don’t know is that these local profiles can be optimized to influence Google’s algorithm and appear at the top of the search rankings.

    3/ Social media

    Whether we like it or not, your presence on social networks is essential. Facebook, Twitter and Instagram are just a few tools that can help give your hotel a positive image to encourage visitors and reconnect with former guests to ensure that if they come back it will be at your hotel!

    4 reasons why digital marketing is crucial for hotels

    1/ Travellers are often online

    Over the past decade, the way travellers interact with the Internet and technology during travel has changed dramatically. In the early 2000s, the most common way to connect to the Internet was to visit an Internet cafe or use an available computer in a hotel. For today’s travellers, those days are over, as almost everyone travels with a device that connects to WIFI or directly to 4G. Whether it’s a tablet, phone or laptop, travelers spend a lot of time on the Internet to share experiences, communicate with loved ones and research their travels.

    2/ Travellers use the Internet to find things to do

    Changes in technology for travellers have also changed the way they get information about where to go and what to do during their trip. Half a decade ago, it was common to see travellers walking around with their large travel guides to find a source of information on what to do. Today, most travellers find it much more convenient to simply use the Internet to research what to do because they have access to a variety of information and do not need to carry a book.

    3/ Travellers trust local information

    The good thing about using the Internet instead of guidebooks is that travellers can choose from a variety of sources to determine what they want to do. This provides more opportunities for small travel companies to capture a portion of the travel information market, especially if they provide more localized information.

    Most travellers much prefer « local information » from the people who actually live in the place and have the most up-to-date information on what to do. When arriving at the hotel, asking staff what to do is often the first thing a traveller does and they have great respect for this local perspective.

    If a hotel takes the time to execute an online marketing strategy that conveys this local information on its website before a visitor arrives, it has a much better chance of getting a new guest. In addition, by simply providing relevant travel information about their city, hotels have the opportunity to reach a much wider audience online. If someone researches for a trip and ends up finding the information they need on a hotel blog, chances are they will look at that accommodation to see if they would like to stay there.

    4/ Travellers use the Internet to get an idea of their accommodation first.

    In the same way that a shop window gives a feeling to a potential buyer or a book cover gives an impression to a potential reader, a website does the same for a hotel. If your website is well designed to provide a positive user experience and provides the visitor with useful travel information to gain their trust, chances are that a potential customer will already have a good impression of your hotel before they even set foot in it.

    People spend a lot of money to travel around the world and a hotel experience can often make them gain or lose the pleasure of their trip. Using a solid website and digital marketing strategy to ensure that visitors get excited about your hotel and the city they are about to visit is a crucial first step to ensure that they can enjoy their adventure.

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