How to Make Money blogging: The Ultimate Guide

You’ll find lots of information on the internet if you search for “how to make a living blogging”. Unfortunately, most of the advice you will get from well-intentioned gurus won’t be accurate or complete and will only guide you to mediocrity. Worst case, you could end up with dismal results.

You must treat your blog as a business to make it profitable. Choose the most effective monetization strategies and market your business effectively. It is important to monitor and analyze your results and make adjustments when necessary.

This is the Ultimate Guide to Making Money from Blogging

Since nearly a decade, I have been a blogger and a business growth consultant for bloggers. My marketing experience spans over two decades. This ultimate guide to blogging success will show you how to make money. The real drivers behind blogging success will be revealed to you. This guide will show you how to make a living from blogging and even generate millions of dollars through blogging (as Fit Small Business did).

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Your blog should be treated as a business.

Bloggers who are successful don’t “wing it” but create a business plan that will guide them to success. The top bloggers know the importance of choosing a profitable niche and investing in the right resources. They research their niche and the competition. They then provide the best solutions for their audience’s problems.

The Learning Herbs blog generates about $20,000 per month. Source:

Invest in the Right Resources

Although you don’t have to spend a lot to start a blog, it is unlikely that you will ever be able to make a lot of money from it. Investing in time-saving and profitability-boosting blogging resources is one of the best ways to set yourself up for blogging success.

Create your blog on a reliable, flexible platform

It is important that you choose a reliable and capable blogging platform to set up your blog. Bluehost is a great hosting platform for self-hosted WordPress blogs.

WordPress powers more websites than any other website builder. The builder has a wide range of themes and flexible plugins for WordPress so it is easy to create any type blog, even if you have limited technical knowledge.

Bluehost is a trusted WordPress hosting solution. Bluehost is trusted by millions of users for its reliable and secure hosting services.

Visit Bluehost

Make time and money by using the Time-&-Money-Saving Blogging Tool

What if you had a hammer, a saw and all the tools necessary to build a house? You wouldn’t. Don’t attempt to create a blog using a limited set of tools.

These are some resources and tools that you can add to your blog toolbox.

  • Writing Tools Use grammar improvement tools like Grammarly, ProWritingAid or WhiteSmoke to ensure that your blog content is error-free.
  • Ecommerce tools: If you want to monetize your website with physical or digital products you will need an eCommerce tool such as Shopify, Ecwid or WooCommerce.
  • Editorial and Project Management Tools: Use tools such as Trello and the Co-Schedule blog calendar to manage your blogging projects.
  • Payment Processing Tools Accept payments on your blog via Square Payments, PayPal or Stripe
  • Image Editing Tools: You’ll need to create images and edit them for your blog. PicMonkey, Canva or Placeit are some options.
  • Building your email database is crucial to blogging success. Use popular name-capture software like OptinMonster and Smart Bar by SumoMe.
  • Email Marketing Tools Contact your blog audience by email using email marketing software such as Constant Contact, Drip or Converkit.
  • Social sharing tools: Let your readers share your content with tools like Sumo and Social Warfare.

There are many tools that can be used to help you blog. There are many tools that can help you with running your blog. You’ll often find the best solutions when you ask other bloggers in blogging Facebook Groups and online blogger forums.

Do not hesitate to outsource

Many business owners don’t have the necessary skills to build their businesses. Bloggers aren’t experts in writing, graphic design and editing. Bloggers who are interested in business building should do the same thing as smart business owners: Focus on what you know best and outsource all the rest.

These are some outsourcing and freelancer websites that you can use to complete a variety of blogging tasks:

  • Fiverr –This marketplace offers affordable solutions to all kinds of blogging tasks including logo design and blog article writing.
  • Upwork All types of freelancers are available on Upwork, starting from the beginner to the advanced.
  • Hire freelancers for your blog projects on
  • Problogger Job Board Search for freelancers who specialize in blogging projects via the Problogger Job Board.

Many successful bloggers have a list of freelancers that they can call on for different blogging projects. virtual assistant (VA) can also be hired by many bloggers. This is a great way for you to do simple tasks on an ongoing basis. You don’t even need to assign projects to your VA.

Analyze Your Market and Your Competition

Selecting a profitable niche is an important step to creating a blog that makes money. You need to be familiar with the market you are operating in, the audience you serve, and the competition in your niche. You will be more likely to create unique content that will impress your readers and keep them coming back.

Give the Best Solution to Your Audience’s Problems

If you give generic advice that isn’t helpful to your audience, or that they can find elsewhere, blogging won’t be able to make a living. You must stand out from other bloggers who are trying to grab your attention. Your ideal audience will find better solutions and more value elsewhere.

Remember that the visitors coming to your blog are there for a reason. They have a question they need answered. They have problems that they need to solve. The better you are at moving your audience from where they are to where they want to be, the more successful your blog will be.

A blog content strategy is essential to ensure that you are providing your audience with the best content. This will help you create blog posts that are relevant to your audience. You will be able to avoid creating irrelevant, unprofitable content that doesn’t add value to your blog.

While great content is the most important aspect of creating a user-friendly blog, there are many other things you can do. Your blog should load quickly. Make it easy to understand your blog’s purpose and use intuitive navigation to make it easy for visitors to find what you’re looking.

Make sure you create an exceptional experience for your blog visitors; it’s key to growing blog profits. Source:

The Right Blog Monetization Techniques

A blog built without a monetization plan, is a bad idea. This is why most new bloggers fail. You already know that your blog is a business and you need to think about how your blog will generate consistent income. There are many ways you can make a living blogging, and some are more lucrative than others.

While some monetization methods require you to put in a lot of work, such as creating custom products or online courses, the potential profits can be tremendous. Some monetization techniques are quick and easy, such as joining an advertising network. However, you will typically only earn modest returns if your blog traffic is less than 25,000 pages per month.

It’s possible to monetize your website even if you have low traffic. Multi-monetization is a key strategy for bloggers who are highly successful.

Tap into the Money-Making Power of Affiliate Marketing

Affiliate marketing allows bloggers to make money by promoting other products and services. Every time your blog readers make an action, you receive a commission. This is typically making a purchase. However, depending on the agreement, it could also be filling out forms or simply clicking over to the third-party‘s website.

Affiliate marketing is easy to start. Affiliate marketing is a major source of income for top bloggers. It can bring in 40% to 60% of their revenues. Even if you are a beginner blogger, affiliate marketing is possible.

Affiliate programs can make bloggers a few dollars per month, while others can earn hundreds or even thousands. Affiliate marketing can be a great way to make a living, especially if your products and services are well-received.

These are the top affiliate networks and programs you should be looking into:

  • Rakuten Marketing (Formerly Linkshare).
  • ClickBank
  • CJ Affiliate
  • Flex Offers
  • ShareASale
  • Amazon Associates
  • eBay Partner Network
  • Affiliate Window (AWIN).
  • JVZoo
  • Target Affiliates (perfect if you love Target)

This list is only a small selection of the most popular programs, but there are many companies that offer affiliate programs. Look into whether the product owner has an affiliate program if you find a product that is perfect for your blog audience.

You can also join programs such as Viglink and Skimlinks if you aren’t interested in working directly with merchants and affiliate networks. These programs allow you to tap into the power and potential of affiliate marketing. However, rather than joining just one merchant program, Skimlinks or Viglink scan your blog content, and create links to affiliate programs for product owners. If you have a lot to mention on your blog, this batch-style process can help you save a lot time.

Lifestyle blogger Blair Staky made over $9,000 in February 2020, and over $5,000 of that came from affiliate marketing. Source:

You can sell digital and physical products on your blog

Your blog can be monetized by selling physical or digital products . These products can be created by you or acquired through a third party.

These are just a few of the products that you can sell through your blog.

  • This is a very popular and simple way to create and publish e-books.
  • Branded products such as planners and mugs
  • Original art including paintings, drawings and prints.
  • Software and apps
  • Meal-prep plans
  • Plans for fitness
  • T-shirts
  • Guides, checklists and planners that you can download
  • Templates for social media or graphics
  • Subscription boxes
  • Recipes
  • Private label products
  • Audio recordings, such as meditations and original music, are available
  • Stock photos
  • Handmade products

You can create an online store on your blog to get selling quickly. Make sure the products you sell are relevant to your blog audience. Otherwise, you will only see minimal returns.

Selling products through your blog can make you a few hundred dollars to several thousand each month. It all depends on what products you sell and how well you market them.

Blogger Sarah Titus earns more than seven figures a year selling printable downloads on her blog and Shopify store. Source:

Advertise to make money from your blog

Many bloggers who are just starting out see bloggers with experience incorporating ads to their blogs and conclude that this is a great way for them to make money blogging. Advertising is a great way to make money online, but it won’t make you rich.

Advertising is great, especially if it’s done through a third party advertising network. You can simply add the code to your website and forget about it. After the code has been installed, you can simply sit back and enjoy passive income month after month from these ads. It’s simple money.

Advertising has a downside. You need to have a lot traffic to make money. Some ad networks won’t accept you until your monthly page views average between 25,000 and 30,000. You may still only make a few hundred dollars a month from advertising. Bloggers who use advertising to monetize their websites also use other monetization methods.

These are the top advertising networks that you should check out:

  • Google AdSense
  • Mediavine
  • Monumetric
  • AdThrive
  • Infolinks
  • RevenueHits from Intango

To negotiate advertising agreements for your blog, you can also contact product and service providers directly. Although this is more time-consuming, it often leads to a higher level of advertising income.

Add information to your blog about how you can contact you for advertising information. This information is usually located in the footer. ratecard for advertising or a media kit could be created for your blog.

The Endless Meal Blog has over 430,000 pages views per month and makes about $5,800 or 83% of its income from advertising on the AdThrive network. Source:

Sponsored posts

Bloggers can make a living by posting sponsored posts on their blogs and social media. You could make as much as several hundred dollars per sponsored post depending on how popular your blog is. For top bloggers, with large followings, you can charge thousands of dollars per post.

Joining influencer networks is one of the best ways to find sponsorship opportunities. These networks allow bloggers to connect with brands and handle all details of the project and payment.

These are some popular influencer marketing platforms that you should explore:

Reaching out directly to business owners and brands can help you secure sponsored posts. Be sure to show the value that you can bring to the table by being a blogger influencer to a dedicated audience.

The Savvy Couple blog has grown its average income to as high as $43,547 per month; Sponsorships account for 61% of the blog’s income.

Earn Money by Taking Online Courses

Online courses can be a great way to make a living as a blogger. Popular courses make it possible for top bloggers to earn six- or seven-figures per year. Although you might not be able to make these kinds of income right away, if you’re good at building an audience on your blog and creating relevant online courses, this monetization method could provide a steady stream of income.

Blogger Michelle Schroeder-Gardner, the founder of the Making Sense of Cents blog, has earned more than a half-million dollars from her popular courses.

Use your blog to promote professional services

You can also make money blogging by offering consulting, coaching, and other professional services. Your blog can be used to increase your credibility and position you as an expert in your field. You can then offer your services to others who are interested in your extensive knowledge and experience.

Selling services can make you a lot of money. It all depends on the type of service you provide, your experience and how much you value your services. A freelance copywriter might make $50-$95 an hour while executive coaches who are highly paid can charge $250-$750 per hour.

The Club Thrifty blog earned more than $400,00 in 2019 from freelance writing income alone. Source:

Events and Paid Speaking Opportunities

You can make a living blogging if you are a showman or a motivational speaker. Hosting your own events, such as webinars, seminars and retreats, can help you make a lot of money.

You can make a lot of money as a speaker. You could make even more as an event facilitator, speaker, or promoter.

If you have the right topic, the right audience size, and a compelling line-up for speakers, live events can bring in six figures. The cost of producing a large-scale, in-person event can easily run into the hundreds or even thousands of dollars. This means that this monetization strategy is not feasible for all bloggers.

If you don’t have the financial resources or desire to attend a large conference, there are alternatives. You can host an online event for free or a low fee and invite other people in your field to take part. The event can be monetized by offering follow-up services or selling recordings.

Hosting online retreats has the advantage that experts who participate in them will share the promotion with their audience. This can help you gain a lot of exposure for your blog.

The Bestseller Online Summit is an example of the type of online event you can create to monetize your blog. Source:

Five Steps to Start a Beauty Blog that Makes Money

It’s a great way to make some extra cash as a blogger by starting a beauty blog. You can also share your passion for beauty and make money. The demand for beauty content has never been higher, so now is the perfect time to start a blog. In just six steps, you can start a blog.

1. Choose Your Beauty Blog Niche

It’s important to think about the content that you will produce before you start a blog as a beauty blogger. Some bloggers are focused on one niche, such as skincare, while others will cover all aspects of beauty, including nail art and makeup techniques. Some bloggers create a blog that covers fashion and beauty.

When choosing your niche for blogging, it is important to think about what kind of content you will create and who your ideal audience is. You could create a blog focusing on beauty for millennials, or a blog that is exclusively targeted at baby boomers.

How to stand out as a beauty blogger

YouTube has more beauty-related content than 169 million views per year. The majority of this content is generated by beauty bloggers and influencers and not beauty brands. Beauty bloggers are competing for attention, and there is a lot of interest in the topic. You need to stand out in a highly competitive blogging niche if you want to start a profitable beauty blog.

The 15 Minute Beauty blog sets itself apart from other blogs by focusing on quick and easy beauty tips. (Source:

It’s difficult to be known as an expert in all things. Therefore, it is wise to pick a specific focus for your blog. Experts in specific areas are what make the most successful beauty bloggers.

These are just a few examples of niches for beauty blogging:

  • Makeup tips and tricks for special occasions such as holidays, reunions, weddings, etc.
  • Nail art
  • The secrets of professional makeup artists
  • Beauty products that are organic and cruelty-free
  • For those suffering from specific conditions, such as acne and eczema, we have skincare advice.
  • Hair care and styles for ethnic hair
  • Cosmetic products for women aged 40+
  • Celebrity-inspired beauty trends
  • Beauty bargains
  • Beauty tips for busy people
  • Natural beauty techniques and minimalism

The Green Product Junky blog focuses exclusively on non-toxic, organic makeup and skincare products.

Once you have a clear idea of what you want to blog about and who your ideal audience is, you can move on to the next step: naming you blog.

2. 2.

Name your blog is an important component of your brand. Your blog name is your first impression to the world.

There aren’t any hard rules for naming your blog. However, there are some tips you can follow. These are:

  • Your blog name should be between six and 18 characters.
  • Simpler names are more memorable.
  • You can include a single topic in your title if you are focusing on one topic related to beauty. If your blog is all about makeup, you can add the word “makeup” to your blog’s title. This will allow new visitors to easily find out what your blog is all about.

Many beauty blogs include the word “beauty”, which is not surprising. These are real examples of beauty blogs names that might inspire you to think about names for your blog.

  • It’s the beauty of it
  • Sali Hughes Beauty
  • The Good Glow
  • Beautyholic
  • Glossy Polish
  • Sifa’s Corner
  • Beauty Conspirator
  • Get hooked on beauty
  • Remarkable
  • The Beauty Look Book
  • Pammy Blogs Beauty
  • Barely There Beauty
  • Beauty is for you
  • Beauty4Free2U
  • Beauty & Makeup Blog
  • Barbie’s Beauty Bits
  • Cult of Pretty
  • Nikki Tutorials
  • Vegan Beauty Review
  • Organic Beauty Blogger
  • Makeupholic World

Is it a good idea to use your name in the blog’s name?

Many beauty bloggers love to include their names in their blog titles. Your first and last names can be useful to establish a connection with your audience, as well as increase your online visibility as a beauty influencer.

Many beauty bloggers, such as Wendy Rowe and Lisa Eldridge, blog under their full names. You could launch your blog as a well-known hairstylist or makeup artist. To build your professional image as a beauty influencer, you can prominently display your full name on your blog posts.

The Huda Beauty Blog is named after its founder, makeup artist Huda Kattan. (Source:

Acquire Your Domain

Before you commit to a blog title, make sure that the domain is available. This can be done quickly and easily with the Bluehost domain availability tester below.

Many hosting companies and top platforms offer a free domain. If you aren’t ready to begin blogging yet, but still want to be sure that you have the right to own your domain name, you can purchase it now and choose a hosting provider later. A domain usually costs less than $20 per year.

3. Choose a Blogging Platform

The best blogging platforms allow you to be flexible and easy-to-use, as well as making it easy to monetize your site. One of the two options for beauty blogs is Squarespace or WordPress.

A self-hosted WordPress blog with Bluehost is my top recommendation. WordPress is the most popular blogging platform, but it comes with some learning curves. For some beauty bloggers–particularly those who have minimal technical expertise–I recommend using Squarespace as an alternative to WordPress.

Squarespace and WordPress make it simple to add ecommerce functionality on your blog, so that you can fully monetize the online presence.

How to set up a beauty blog on WordPress

Each platform offers a different setup process. It takes just five steps to create a WordPress blog These are:

  • Choose your hosting provider.
  • Install the WordPress free software on your computer.
  • Select a WordPress theme.
  • Install WordPress plugins

Choose your Hosting Provider

Self-hosted WordPress sites offer great flexibility for blog design and monetization. Your website will need reliable and secure hosting. Bluehost offers expert support 24/7 via chat, phone, and email. Bluehost can help you launch your beauty blog for as low as $2.95 per monthly

Visit Bluehost

Install WordPress on Your Computer

Installing WordPress is easy. Visit to download the program free of charge. Bluehost is one of the hosting companies that will install WordPress as part their service.

Visit to download WordPress for free. (Source:

Select a WordPress theme

The theme of a blog is a design guide and layout for the site. WordPress is a great blogging platform because you can access thousands of themes. Some themes are free, while others cost between $29 and $179 per annum. Premium themes are more elegant, but beginning beauty bloggers often start with a free theme. You can always modify themes later.

There are many WordPress theme providers. You can choose from Envato Elements or Elegant Designs to find the right theme for you beauty blog. These themes are tailored to beauty blogs by each provider.

Example of a WordPress theme for a beauty blog (Source:

Add WordPress plugins

WordPress is my favorite blogging platform because of the number of plugins that are available. WordPress plug is pre-built code that you can add to your website. A social share plugin allows your blog visitors to share your content on different social media channels. An ecommerce plugin, for example, helps you sell products through your blog.

There are many WordPress plugins that can be used to enhance your blog, just like themes. These are some of the most well-known:

  • WooCommerce Adds ecommerce functionality for your website so that you can add a shop on your blog
  • AkismetBlocks spam comment
  • Ellementor: A drag-and-drop tool to modify the layout of a blog page (this plugin is my favorite!)
  • WP RocketShortens website loading time which creates a better user experience for your blog audience
  • Social Warfare Makes it easy for site visitors share your posts via social media
  • Insert Footers and Headers:Lets add code (such Facebook Ad tracking code or blog analytics code), to your site’s header section and footer without having to know how code works
  • Yoast Search Engine Optimization:Guides through search engine optimization basics so that your blog is more visible on search engines

To add a plugin to your WordPress blog, navigate to the Plugins option on your WP dashboard and select “Add New.” (Source:

Squarespace: The Best WordPress Alternative

Squarespace is a great option for creating your beauty blog if WordPress seems overwhelming. Squarespace is an all in one blogging platform. This means that you can set up your website within Squarespace. To add additional functionality to Squarespace, you can use plugins from Elfsight or SquareStudio.

Squarespace bloggers rave about the platform’s intuitive dashboard in user reviews. Squarespace’s beautiful and contemporary design templates are also highly praised by users. However, there are some customization restrictions.

A Squarespace blog is more expensive than a WordPress one. Squarespace provides a 14-day trial, and then you will pay $12 to $40 per monthly. You should start with the $26 monthly Basic Commerce plan if you intend to sell products through your beauty blog. Once you have more customers, you can upgrade to the $40 per-month Advanced Commerce plan.

It is easy to set up a Squarespace website. Simply create an account and select a plan. Then, choose a Squarespace template. Next, customize the template with your logo and branding elements. After that, you are ready to begin blogging.


Makeup artist Katie Jane Hughes’ beauty blog is built on the Squarespace platform. (Source:

4. Start Blogging

After you have chosen a platform, and created your blog, it’s time to get started blogging. It is important to create high-quality content that will be unique and stand out from the rest for your beauty blog. To attract and build a large, engaged audience, a strong blog content strategy will be key.

Decide what you want to blog about

Your chosen beauty niche will determine the topics you cover on your blog. These are some examples of the most common blog posts that beauty bloggers add to their websites:

  • New product reviews
  • Listicles of the best products
  • Tutorials for nail, make-up and hair
  • Skincare regimens
  • Tips and Tricks
  • Best budget finds
  • Special occasions: Beauty tips
  • Comparisons of beauty products “this vs. that”
  • Solutions for problematic skin, hair or other areas
  • How to achieve celebrity looks with less effort
  • Interviews with experts
  • Seasonal trends

Lists of “best” products for specific situations or seasons are popular on beauty blogs. (Source:

It is your goal to discover what your ideal readers are looking for and to provide them with that information in engaging forms. Beauty bloggers who are successful use a mixture of text, beautiful images, and helpful videos to add variety to their posts.


Tip For more content ideas, check out our post Top24 Beauty Blog Ideas and Tips


Make a blog editorial plan

You must create a content plan to make money from your beauty blog. A blog editorial calendar is a great way to organize your thoughts, set deadlines, and set goals for your blog content.

To manage your editorial workflow, I recommend Trello which is a free tool. Trello can be used to manage your content creation timelines, organize post ideas and track published content.

Example of a beauty blog editorial plan created with Trello (Source:

You want your posts to be both beautiful and helpful.

You’ll be amazed at the beauty blogs in your niche. If you don’t have a beautiful site, you won’t be noticed as a beauty blogger.

You’ll need to choose a blog theme or template that is attractive. But, it’s not enough. You should also use amazing images in your posts. And you should use lots. Beauty blogs are more likely to have far more images than other blogs. Your audience will also be searching for tutorials and how-to content. These can be best done via video.

Freelance services can help you create images and videos, as well as assist with branding. You will find many highly skilled and affordable freelancers at Fiverr.

Tutorial videos are extremely popular on beauty blogs.

5. Use Effective Monetization Techniques

You must treat your beauty blog as a business if you want to make it a successful one. This means that you must think about how you plan to make money. There are many ways to monetize your blog. Multi-monetization is a key strategy of the most successful bloggers.


Tip How To Create a Blog Plan – which includes a free template for a business plan – to learn how to manage your blog like you own a business.


Best Affiliate Marketing Programs For Beauty Bloggers

You’ll be discussing many beauty products as a beauty blogger. You’ll provide links to the places where your readers can buy those products as a convenience. To earn a commission for every purchase made by a reader of your blog through one of your affiliate links, you can join networks and programs.

The following are the top affiliate programs for beauty bloggers:

  • Amazon Associates
  • BH Cosmetics
  • Madison Reed
  • Target
  • Sephora
  • Ulta Beauty
  • Integrity Botanicals
  • SkinCareRx

To gain access to more beauty-related businesses and brands, you can join affiliate networks such as ShareASale, CJ Associates, or Rakuten Marketing. It’s worth searching Google for affiliate programs if you are interested in a particular brand or use it regularly.

Affiliate marketing can bring you a lot of money depending on which programs you are enrolled in. You can expect to make anywhere from 1% up to 25% on the product’s total price.

Limit your product recommendations to those products that you have used and loved. Do not compromise your integrity for a commission. You’ll lose customers if you suggest substandard beauty products.

The Meg O. On the Go beauty blog monetizes through affiliate marketing. (Source:

Make Sponsored Posts

Many beauty bloggers work directly for brands who pay a fee to post sponsored content. Joining influencer networks such as TapInfluence and Linqia is a great way to get in touch with beauty brands.

Brands can also be negotiated with directly by you. Create a blogger rate card listing your sponsored post rates and details about the brands that will be receiving them.

Earnings from sponsored posts depend on many factors such as your site traffic, social reach and quality. From $50 to thousands of dollars per post, you can make as little as $50. Influencers with millions can earn five- to six-figures per posting, but this is an exception and not the rule.

Linqia is a popular influencer network for beauty bloggers who want to monetize their blogs. (Source:

You can sell beauty products on your blog

Many beauty blogs have online shops that allow site visitors to make purchases right from the blog. Either you can sell third-party products, or you can create your own private-label products.


Tip How To Sell Private Label Cosmetics for more information about how to create your own cosmetics line.


Join the Top Ad Network

Beauty bloggers also make money through advertising. There are two options: you can negotiate terms and rates directly with businesses and brands, or you can join an top advertisement network which will take care of all details. Google AdSense, SheMedia and Mediavine are the most popular advertising networks for beauty bloggers. AdThrive will be a highly-paying network that you should check out once your blog has more than 100,000 page views per month.

Advertising earnings will depend on the quality and quantity of your blog traffic. While most bloggers make only a few dollars per month from ads, the number of page views that a blog receives each month can increase to the six- or seven-figure mark.

Top Tips for Beauty Bloggers:

Now you have all the information you need to launch your beauty blog. To help make your blog more successful, I have a few additional tips for you.

Pay close attention to your competition

You are likely already following many beauty bloggers and influencers if you are passionate about beauty. You need to expand your competitive monitoring if you are a blogger looking to start a business.

Pay attention to what other bloggers are blogging about, how their fans are sharing and commenting, and how their competitors are monetizing their blogs. Take what they do well and what they don’t and create ways to make your blog stand out from the rest.

Master Basic Search Engine Optimization (SEO) Techniques

You need to understand the basics of SEO if you want people searching for you on Google. These are the basics of SEO:

Actively promote and market your blog

You must market and promote your blog effectively, last but not least. A strong social media presence is a key marketing strategy for beauty bloggers.

Most successful beauty influencers have profiles on Instagram, YouTube and Pinterest. It can take a lot of time to create posts for all these social media channels. To help you keep your social media presence active, you might consider hiring a virtual assistant from Fiverr if you have the budget.

If you have a limited budget and are short on time, I suggest focusing on Instagram and YouTube. There is a lot of demand for beauty content. You can always add more social channels to your marketing mix over time.

The Sara Beauty Corner blog has 10.6 million subscribers on its YouTube channel. (Source:

Bottom line

If you follow these five steps, it’s easy for you to start your own beauty blog. Affiliate marketing, sponsored posts and advertising are the best ways to make money blogging about beauty.

Although there is increasing demand for online beauty content, you need to create exceptional content that stands out from the crowd of beauty bloggers. Don’t forget to share your blog on social media, particularly Instagram and YouTube.

Here’s a 6-point checklist to help you get your omnichannel model in shape

Customers want a customer-centric experience, especially after making a purchase. International competition will be easier if a company invests in its Omnichannel Service.

Are you having the same problem? I purchased shoes online from an international store, but they weren’t the right size for me. I had to return them. The size I needed was not available in stock. I had no other choice but to return my money.

The entire process took three weeks. There were five days between placing an order and receiving the product at my door. I also had to spend two days trying on the products and returning them. It took five days to return the product to the seller. Six days later, I received a refund. It was an international online store. It was unpleasant.

Personally, I shop at a variety of e-commerce websites both in my home country and abroad. I was strengthened by the shoe incident and believe that Finnish retailers are capable of competing internationally if they have their omnichannel services in place. With a strong brand, targeted marketing and the right selection, right price, and an omnichannel service model that is well-thought out, it’s possible to stand against global competition.

Many things are involved in an omnichannel service. This article will concentrate on the ease of post-sales transactions, and how to build a competitive advantage. Customers will shop online as well as in brick-and-mortar stores more easily.

Omnichannel service model checklist

Before you can even talk about competitive advantage, make sure that these are in order. To see how many areas you business is proficient in, use the following list:

  1. Customers can pick up online orders from a retail outlet.. Online purchases should be possible at your nearest store. Many stores offer this service. Many deliveries are made from a central warehouse or a major supplier. They can be delivered directly to the customer or to an outlet.
  2. Online customers may be able to order the product from a physical store.Online purchases can only be made from one central warehouse. Or are there stock items in stores? Delivery takes 1 to 2 days if the product can be shipped from a local store.
  3. Customers can reserve items online and pay in cash at a local store.Online banking and credit cards are not for everyone. Your customers should have the option of ordering online and having it delivered to their home at a retail location.
  4. Customers can return items purchased online to their store.Customers can return online orders to stores for an instant refund. You can also exchange for a different size or product.
  5. Customers who sign up for loyalty programs return online purchases immediately to get their money back.Customer should immediately return a product via postal service or other carriers. The refund should not be delayed for the product to reach a warehouse. The customer could, for example, inform the company via its online shop about the return.
  6. The salesperson can sell the product online or at another outlet if the product isn’t available in the local store.A customer shopping in a store that does not stock a product should be able for the salesperson to sell it online or at another outlet.

If you got six/six correct, congratulations! Your competitors are far behind you and you are well on the way to creating a customer-focused service model that includes post-purchase events. Many competitors only manage to tick one or two items off the list.

Sometimes it seems that we are willing to go to great lengths to improve services such as online shopping portal user interfaces. This is all in the name for a great customer experience. While this is a crucial area, it won’t create customer loyalty nor brand advocates who extol your store’s superiority to the rest.

Simple things like the ones described above are key to true competitive advantage. These simple advantages make your customers question why they bought shoes from an overseas online store.

Analyteq Oy joins the Solteq Family: Product replenishment analytics to help digital commerce solutions

Analyteq Oy joins the Solteq Family: Product replenishment analytics to help digital commerce solutions

Solteq’s announcement that it was purchasing a majority stake in Analyteq Oy drew immediate attention and reflections from employees. The intentions of the new owner were likely to be of concern to many as the acquisition caught everyone off guard. The transfer now seems very logical, after the dust has settled and the acquisition is confirmed.

Cross-pressure among traders

The retail sector has seen major changes over the past few years after a period of relative calm. One thing has remained constant throughout this period of transition – the customer experience. It doesn’t matter if you are talking about traditional shops or e-commerce solutions. It is crucial to invest in customer experience to build a long-lasting relationship with each customer and not just a temporary experiment to try our products or services.

Consumers are becoming more educated and more demanding, especially in the grocery industry. Diverse media outlets have begun a dialogue on the issues of waste management, food waste and operational ethics in the sector. We, the consumers, send a mixed message. We demand a flawless point-of-sale experience.

Supply chain improvement with real added value

Analyteq now steps on the bridge. We specialize in providing a demand-based replenishment service and developing supply chain management-related Web analytics.

We work in close cooperation with Helsinki-based software company Relex Oy, who have in recent years received a variety of international awards for their forecasting and portfolio management support systems. Analyteq’s versatility in utilisation and optimization of these systems within our clients’ operating environments is what makes us stand out.

Our pioneering and fruitful cooperation is illustrated by system and service entities. In these entities, clients can completely outsource replenishment of their products. This was previously a difficult area of operation. We were also able to automate the replenishment and sale of daily products in stores thanks to our collaboration. This has allowed us to reduce waste and improve the availability of products.

Customers get a greater overall benefit

Solteq’s arrival on the scene is an interesting development, if we look at all of the above. Practically, this means that we now have a wide range of experts in product and service portfolios at the same table. This will undoubtedly lead to more synergies for customers.

For example, we might envision seamless integration between ERP, cash and electronic-trade systems to support product management and replenishment. Service production is also available, which uses advanced analytics to optimize the supply chain. We can also offer logistics solutions in conjunction with Analyteq’s owner, Tuko Logistics. All of these solutions can be tailored to the customer’s specific operating environment, and are available as a service.

The sector is on the cusp of some exciting projects, and enthusiasm from all parties is evident.

How to Supercharge Your PPC Performance Using LinkedIn Audiences

As we leave a year like no other behind us and transition into 2021, the goal for paid search advertisers remains the same: to reach the right audience at the right time and turn that click into a lead or sale. One of the best ways to do that is to start integrating the unique LinkedIn targeting audiences that Microsoft Advertising offers.

linkedin targeting for microsoft ads

These advanced ways to collect data and target customers allow you to dive deeper into the company, industry, and even job title of the person clicking on your ads.

So that’s what I’ll be focusing on in this post. We’ll talk about: In this post, I’ll cover:

  • The different types of LinkedIn audiences and what they entail.
  • How to set them up for targeting in Microsoft Ads.
  • How to optimize your ads once you’ve collected data.

I’ll also provide some real-life examples and data from my own experiences in PPC consulting. LinkedIn targeting will be one of your most important strategies moving forward and you will continue to see Microsoft Ads deliver you even greater performance.

LinkedIn audience types

Before I get into setting up your audiences for Microsoft Ads, let’s go over the three different LinkedIn audience types you can target.

1. Company

  • Target users in specific companies.
  • Good for if you have a list of prospect names or high-converting organizations
  • Use to collect data and adjust.

With this first audience, advertisers can select from thousands of different companies. Operating off a search function, you’re able to type in a prospective client or business name and then add them into your data observation strategy.

The most important thing to note about this company audience, as well as the others, is that they are operating entirely under the assumption that people have their LinkedIn profiles up to date. So, for the company audience, Microsoft Ads would look for people who worked most recently at the companies you select and have that set under their LinkedIn profile. This particular audience type can be helpful if you have a list of prospective client names or if you know that your customers will likely come from whatever organization(s) you select.

linkedin audiences in microsoft ads—target by company

If you’re not 100% sure what companies you need to target, it can also just be a great way to start collecting data and observing the click traffic for a time before you make any adjustments.

My advice would be to start with businesses that you currently have on your prospect list, businesses in the target work sector you’re gearing your ads towards, or purely to collect data to utilize in the future.

2. Industry

  • Target people in highly specific industries
  • Can help collect the most valuable clicks
  • Start with higher-level industries

Our second LinkedIn audience comes in the form of industry data. The industries you can select from are in the form of a pre-set list that Microsoft has in the campaign settings, but they can get extremely specific depending on how deep you dig into them.

I’ve personally found the industry audiences to be some of the most helpful for advertisers to take advantage of because knowing your target audience and industry is at the foundation of not just PPC marketing, but your entire marketing strategy as a whole.

For example, I work with an ecommerce client who sells school & office supplies. They understand that one of their biggest target audiences is the education sector. Through the industry audience section, we were able to first observe the Higher Education, Research, eLearning, Education Management, and Primary/Secondary Education audiences they offer and then optimize with bid adjustments after we recognized which was driving the most value and best return.

With a wide array of different industries to select from that include Energy & Mining all the way to Wellness & Fitness, these audiences can really help drill down into the most valuable clicks out there on the Microsoft search network.

With industry audiences, I would recommend first identifying which higher-level industries will be your targets and then dive deeper into the more specific sub-categories under those to make your first selections.

3. Job function

  • Target users of specific roles within their organization.
  • Helpful if you know who the decision-makers are in your target market.
  • Start with a broad range of roles, then refine accordingly.

The final type of audience that we can utilize is the job function. Bing describes this audience as a way to target people who perform certain job functions as defined by their LinkedIn profile. This particular audience is extremely helpful if you know what roles the decision-makers at your target companies tend to have.

For example, if when signing on a new customer, you tend to work with people in their finance department, then finance, accounting, and purchasing may be the more ideal audiences for you to select. Or let’s say you tend to work with customers that are more regularly in administrative-type roles. In that case, the administrative, human resources, and operations audiences would be the perfect ones for you.

linkedin audiences in microsoft ads—target by job function

At the end of the day, because you are solely collecting data in the beginning, I would recommend selecting as many as you feel are relevant and then optimizing once you have a solid one to two months’ worth of information to go off of. This could also be a great way for you to dive deeper into the demographic make-up of your ideal customer and collect data for job function audiences you may have not thought would normally be relevant.

On consulting calls, I generally advise people to use any combination of the following: program/project management, purchasing, operations, administrative, human resources, marketing, sales, and finance. Of course, if you identify any others that are even more entrenched in your specific industry, then be sure to add them in. It really is the more the merrier type of situation when adding these audiences because it will only allow you to collect and utilize more data and continue to get the best results from your Microsoft ads.

When starting out, I generally advise people to target any combination of the following: program/project management, purchasing, operations, administrative, human resources, marketing, sales, and finance. 

How to set up LinkedIn audiences in Microsoft Ads

In this next section, I’m going to cover how to set up the LinkedIn audiences in your Microsoft Ads account (on both the campaign and ad group level). There are also several specific rules when setting up the audiences that I will cover to make the process for you as easy as possible, but let’s first start with the steps:

  1. Log into your Microsoft Ads account
  2. Click on the first campaign you’re adding LinkedIn audiences to
  3. Click into the campaign’s settings
  4. Scroll down to the Campaign targets section
  5. Click Edit target categories and then select the ones you want to use (any combo of Company, Industry, or Job Function)
  6. Scroll down to the very bottom of the Settings page
  7. Under each category click Edit target and select from the different options available in each
  8. Once you’ve selected them all click Done
  9. After you’ve finished each category you’re going to use, click Save
  10. Once saved, scroll back down into the settings to the new category sections and manually change all bid adjustments to 0%.

Selecting Your Audiences

We’ll first go through the basic steps, and then I’ll provide some best practices and important considerations.

Select your campaign and level of application

When you first log into your account, the first thing you will need to decide is which campaign(s) you would like to start using them in and whether you want to add them on the campaign level or more granularly at the ad group level.

Unless you do have very specific ad groups set up that you anticipate would be more ideal to have set on that level, my suggestion would be just to add it at the campaign level. This will allow you to collect data much quicker and will also prevent you from running into any issues using these down the line.

You can only select one level: campaign or ad group. My suggestion would be to go with campaign level. This will allow you to collect data quicker and also prevent you from running into any issues down the line.

The one specific rule you need to be careful of is that you can only select one level: campaign or ad group. If you try to add audiences to the campaign level and then also to the ad group level, it will block you. In the reverse scenario, if you set some up for specific ad groups and then try to for the entire campaign, you will receive an error message. Campaign level allows you to collect information on a much bigger scale.

Select your campaign targets

Next, after you’ve selected your first campaign to add them to, you’ll want to click into the campaign’s settings. Once in the settings, you’ll want to scroll down to the section titled ‘Campaign targets’ and this is where you will select which of the three you’d like to use.

linkedin audiences in microsoft ads—campaign-targeting-options

Select your categories

Under campaign targets, you will then click “edit target categories.” You have the ability to utilize any combination of the three, but the two I see used more often are usually Industry and Job Function. I would suggest using as many as you feel are relevant to your business.

After you select your audience types, you’ll scroll down all the way to the bottom of the settings screen and will see the categories you’re going to use. Next to each, there will be a blue font button ‘Edit target’ that will then allow you to go in and select from the different options.

Notes on selecting your audiences

A few important notes on selecting your audiences:

  • The process for adding the three different types of audiences is exactly the same. You’ll click “edit target,” scroll through and select the ones you want to use, and then hit the ‘Done’ blue button when finished. 
  • One other important thing to also look out for is that when you click Done after selecting your audiences, you’ll need to hit the big blue ‘Save’ button. Unfortunately, if you don’t hit that final Save button and click away from the Settings screen, you will lose all your selected audiences and will have to repeat the process.
  • The final change to also be aware of is that once your audience categories are selected and you’ve successfully Saved them, there will automatically be a +15% bid adjustment applied to them. In the final section, we’ll discuss optimizing these audiences with bid adjustments, but for now, I would manually change that back to 0% so that it does not increase our bids just yet.

Optimizing your audiences with bid adjustments

Once you’ve set up your campaign with the selected audience, here’s what you can do to access its important data and apply it to further improve performance.

Allow time for data collection

Now that you have your LinkedIn audiences selected and collecting data, the next step is to wait and give it time. Generally, with optimizing audiences, I would say that waiting at least two to four weeks minimum is important, but there are other factors that could affect that timeline.

Waiting at least two to four weeks minimum is important, so you can really see which audiences are driving the most value.


If you usually get a high number of clicks in that particular campaign, then you may be able to analyze the data even sooner. I use four weeks as a rule of thumb because after a month, you can really see which ones are driving the most value. Of course, as you move forward advertising and using these audiences, more data makes it easier to make changes.

Access and organize your data

Ok, you have your first month of data collected—now what? To access the data, you’ll first want to click into the campaign using the audiences and then click on the Demographics tab. You’ll notice that at the top of the page, it will have all the different demographic types listed out and you will then select whichever one you want to view first.

You may only see a few columns in regards to the type of data (clicks, impressions, etc.) so my suggestion would be to modify your columns and make sure you have all of the most important metrics selected, such as clicks, impressions, cost, CPC, conversions, CPA, and any other conversion-related ones that are relevant.

Modify your columns and make sure you have all of the most important metrics selected, such as clicks, impressions, cost, CPC, and more.


linkedin audiences in microsoft ads—reporting columns example

In the industry section, for example, you’ll see each of the different industries you selected and the data they’ve collected. This optimization may vary depending on what metrics you hold to be most valuable and what your business’s goals are, but most likely you’ll want to use conversions, CPA, and conversion rate as your main three. You’re going to be looking to see:

  • Which industry drives the most conversions
  • Which has the lowest CPA, and
  • Which converts at the highest rate

Add bid adjustments

Your next move will be to add bid adjustments to the audiences performing the best, based on those three metrics. By adding in a bid adjustment, you’re targeting your ads more towards those audiences in the hopes to drive more traffic and more value from them.


linkedin audiences in microsoft ads—bid adjustments

On the flip side, if you notice there are certain audiences performing poorly and not converting well, then you can also decrease your bid adjustment. This lessens the likelihood that your ads show to people in those audiences. As more time goes by and your data continues to grow, you can continue to add adjustments where you see fit and really drive the most value from your LinkedIn audiences and Microsoft Ads as possible.

Drive high-value traffic with LinkedIn audience targeting

Identifying business leads and opportunities can almost feel like a needle in a haystack situation. With the need to drive as much value from the traffic you’re getting, you must take advantage of all tools available, and now you know how to use one of the best ones out there: LinkedIn audiences! Some key things to remember are:

  • The targeting technology is operating entirely under the assumption that people have their LinkedIn profiles up to date.
  • Always start broad with targeting options and then refine as you collect data.
  • Give plenty of time for your campaigns to give enough data to make meaningful decisions.


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8 Creative PPC Strategies To Overcome Today’s Challenge Landscape

8 Creative PPC Strategies To Overcome Today’s Challenge Landscape


PPC best practices, such as targeting and segmenting your audience, selecting the right keywords and optimizing data, are very timeless. However, as platforms change, companies grow and customer behavior shifts, the strategies that we use are often not relevant.

We’ve also seen many challenging changes in the last year from Facebook, Apple, Google and Apple in the name automation, privacy and pandemics.

That’s why I am going to share eight PPC strategies with you today to help you overcome the many challenges that we face today.

creative ppc strategies to overcome today's challenging landscape

These strategies include the following:

  1. Modified broad match workaround
  2. Beyond Google Analytics: Reporting
  3. How to find new keywords
  4. Display ads in a different way
  5. Data collection from the first party
  6. Create accurate buyer personas for B2B
  7. Facebook Event Measurement:
  8. Unique way to use click–to-Messenger ads

Let the fun begin.

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PPC strategies that you should be using in 2021

The strategies and tools discussed in this post are almost all old. What is unique is their role in the current PPC landscape. Google removing modified broad match and low volume search terms, Facebook Ads restricting us to eight conversion events and the eventual cookiepocalypse changing pretty much everything, means that some strategies and tools are no longer effective or make no sense.

1. To succeed, you need to match broad audiences with people who are aiming for success.

Google’s retirement of modified broad was based on their claim that “broad match is now more effective at driving performance” and that modified broad and phrase match often have the same use cases. PPC experts were largely open to a different conclusion. Even if it is more effective, broad match will always carry the risk of wasting money on low-converting traffic.

This workaround allows you to enjoy the benefits of broad matching at a lower risk.

How to do it

With this strategy, you’ll create a workaround by pairing the broad match keyword type with larger affinity, in-market, and custom audiences.

google ads audiences tab, used for layering audiences onto broad match keyword targeting

You’re basically telling your ad that it will show for any search that contextually matches your broad match keyword.Only If it comes from someone within your targeted audience,

Even if your query isn’t the most relevant, this will ensure that you are at least showing up to the right person and getting some brand exposure. The “risk” of broad matches is reduced because the audience will be searching for more relevant queries. You may also find new audiences or terms to target.

If you are looking for:

Review your campaign setup before you start to ensure there are no restrictions or exclusions which could make this strategy ineffective. You’ll also need a solid negative keyword list to begin with.

For more help with this strategy, head here.

2. YouTube Studio can be used as a video- and display ad optimization tool.

YouTube Studio is widely known as a hub for Creators, but when connected with Google Ads account, it becomes an invaluable tool for more than just video ad optimization.

Why? YouTube Studio provides insights and data that you won’t get in the standard Google Ads reporting.

Here’s what you can do

  • Fix leaks in your spending:To find out which device types are showing your ads, but not receiving card clicks, you can use the Device type report to add the “Cardclicks” and the “Average percent viewed” columns.
ppc strategies for 2021--youtube studio report

Here, the “Card clicks column” shows that your TV, Tablet, and Game console placements may be a waste of money. __S.55__

  • Build custom audiences:The External Sources report will identify other sources that send content to YouTube.Traffic to your videosThese audiences can then be used to create custom audiences for Display, Videos, or Other.DiscoveryCampaigns
  • Find placement ideasFind out what videos are being recommended in the Suggested Video report. Use them to help with channel placement or video production ideas.
  • Make your video ads perfect:The Key Moments report shows you exactly when viewers dropped off or engaged in your videos. You can’t get more precise than this!
youtube studio key moments report

For more ways to use this PPC strategy, head here.

3. Microsoft Advertising Intelligence offers new keyword ideas

Microsoft Advertising Intelligence allows you to access a keyword planner tool by downloading an Excel plugin. The amount of information it provides can be dizzying, but when used right, you can discover new keywords that would otherwise slip through the cracks (or that you may not be able to discover through the limited Search Terms Report).

How to use it

Simply paste your list of keywords into Excel’s interface. The tool will then give you a list with keyword recommendations, volume, bid estimates and many other metrics.

ppc strategies for 2021--microsoft advertising intelligence interface

This is just the beginning. You can now get even more detailed with different views.

  • TrafficTo avoid duplicates, organize by device (not match types) to obtain a list of keywords that are free from duplicates and have total searches within the last month.
  • Gender and age group:You should identify keywords that are searched, but not by the right audience.
  • URL:To get keyword suggestions, paste a list URLs into the box. Next, check the device and keyword match type for these keywords.
  • Keywords that are related:Look for similar keywordsOther advertisers are also biddingSeek out if it is possible for you to compete.

You can now plug in the Google Keyword Planner the list of keywords that you have come up with. And don’t exclude low-volume keywords. It will be surprising to learn how popular keywords with low search volumes in Bing can actually be on Google.

Also, make sure you upload your Microsoft keyword list to Google and Google keyword list to Microsoft. (P.S. You can also use our Free Keyword Tool to get Bing and Google performance data in one place.)

Learn more about this PPC strategy here.

4. Display ads can be used to increase brand awareness.

Advertisers can use this PPC strategy to show clients how display ads impact their campaign performance (i.e. to prove that the money they spend on Display ads is worthwhile).

Here’s what you should do:

  • You can set up your Display campaigns to include the word “display” in all of them. This will allow you to create a Traffic Source Audience. You can also manually tag Display URLs with a particular source and medium.
How display advertising can impact search network performance traffic sources
  • Your Traffic Source audience should be added to Google Ads as well as Google Analytics. This will ensure that the metrics are included in the Audiences report.

Now, the numbers in Google Analytics will show you which users, who did not convert from your Display campaigns, eventually returned to your site via other channels and converted.

These audiences can be used in observation mode to add them to your campaigns or ad groups in Search. This way, you can get information on what users are searching for after interacting with your Display ads.

Learn more about this PPC strategy here.

5. To scale first-party data collection, run lead generation ads

As third-party cookies are in their final stages of life, collecting first-party data is now a priority for advertisers. While you can (and should) include lead magnets on your site that collect email addresses and other information, you can scale that data collection by using lead form ads, particularly on Facebook.

There are two ways to go about it:

  • The first is by adding custom questions to your Facebook lead ad Instant form. You might choose to auto-populate fields based on information that the user has made available in their profile. However, more fields could lower the completion rate.
b2b marketing strategies to collect first party data through custom questions in google ads
  • The second is to ask for only their email to capture a large volume of leads. Then, enroll them into your email marketing campaigns that both build trust and send them to your site. These trusting visitors will now be more likely to fill out forms there with additional [first-party-data-collecting] fields.

You will need to have a solid email and content marketing plan in place so that you can offer offers that your target audience finds worthwhile.

For more tips on this strategy, head here.

6. LinkedIn Website Demographics can be used to refine your B2B buyer personas

Even though this tool was released in 2017, it has not received much attention. It allows you to capture first-party intent data that can be used for B2B PPC.

It can be used in many ways:

  • Segment the users that clicked on your linkLinkedIn adsByJob function. This data can be compared to your pixel data in order to measure conversions according to function. If you get a lot of traffic from BDRs, but not conversions, you can adjust your offer or exclude them from your LinkedIn audiences.Microsoft Ads Profile Targeting.
linkedin website demographics--screenshot of report comparing job function and conversions
  • Analyze the performance according to company size. So if you get a high volume of traffic from small businesses who don’t have the budget for your services, you could adjust your ad copy to include a starting price.
  • Filter by job seniority to identify the best types of content to use in your B2B marketing strategies. Low-seniority prospects may respond well to high-level overviews or educational content, while senior prospects might be more responsive to leadership topics and ROI-focused content.
  • These insights will help you identify niche sites that your top buyers would like to be placed on.

For more tips on using the LinkedIn Website Demographics tool for PPC success, head here.

7. To deal with Facebook [aggravated] Event Measuring, you can use custom conversion events

From endless to-dos to just eight? It’s fun.

How do you go from unlimited Facebook conversions to just eight? It’s not fun.

Let’s say Facebook Ads for webinars are your top-of-funnel bread and butter. You can also have separate conversion events for each vertical because you offer six different industries. Now, there are only two conversion events for your entire domain.

disappointed face meme

What to do?

Make the next ad for your Facebook funnel. Copy the same for all industries. You can now create one Custom Conversion Event for all webinar signups and then select that one Custom Conversion to be just one of your aggregated events.

facebook ads custom conversion tab for aggregated event measurement

There are many ways to combine events in a way that suits you best, such as:

  • Offer (content vs consultations vs discounts)
  • Stage of funnel (top vs mid vs bottom)
  • Seasonal actions can be done together (you have the option to swap out any eight events, if necessary).

For more ways to deal with Facebook Aggregated Event Measurement, head here.

8. Make click-to-Messenger advertisements into chatbots that generate leads

You could also steer clear of conversion events and pixels altogether by using Facebook campaign objectives that don’t send users to your site–like leads (mentioned above) and messages (mentioned below).

The messages objective not only saves you from the complications of a conversion event, but it also allows you to do more with the current version. You can transform it into a conversational lead advertisement.

How to do it

Once you select the messages objective, go through the standard campaign setup (media type, primary text, headline, etc.) Scroll down to the Message Template section, and click “Generate leads – Messenger only.”

Click Create to set up a conditional chat series that will gather information and qualify leads.

Conversational information gathering can engage users who may not be able to respond to direct responses. This method is also more creative and may be more appealing for tired audiences.

For more help with this PPC strategy, head here.

These 8 PPC strategies will help you move in the right direction for advertising in 2021.

These strategies and the tools that enable them have been around since the beginning, as I said. They are resurfacing because the PPC industry is moving towards privacy-first (and, from the looks of things, heavily automated).

  1. As a modification to broad match, you can pair broad match with audience targeting.
  2. YouTube Studio can be used as a video editor and a tool for ad optimization.
  3. Microsoft Advertising Intelligence can help you find new keywords.
  4. Display ads can be used to increase brand awareness.
  5. To scale your first-party data collection, run lead generation ads
  6. LinkedIn Website Demographics can be used to improve your B2B buyer personas.
  7. Combining events with Facebook Event Measurement [aggravated]
  8. Make click-to-Messenger advertisements into chatbots that generate leads

Rue21 will open 15 stores by 2021. Here are their locations.

Rue21 will open 15 stores by 2021. Here are their locations.

Dive brief:

  • As part of its previously announced plan at the end of 2020, Rue21 is opening five new stores ahead of the back-to-school season, according to a company press release sent to Retail Dive.
  • Ten more store openings are planned in the remaining 2021. More stores are expected to open next year. A spokesperson for the company stated that all new locations will offer plus-sized products.
  • According to the company, three new stores were opened by the apparel retailer last year. They outperformed expectations by more than 50%.

Dive Insight

Rue21, a Gen Z apparel retailer, saw double-digit growth in 2020. This resulted in “aggressive” investments made in both the physical and digital channels.

CEO Bill Brand stated that recent store openings have shown the importance of our store channel for brand discovery and customer acquisition. “Our in-store experience has been a great way to build customer loyalty. It is also our model for omnichannel growth.”

The data-driven model was used to match potential stores with customer demographics. According to the company, field teams visited each location before each store was approved.

These openings are part a busy year for the retailer. Brand, the former president at HSN, was appointed the company’s CEO nine months ago. Brand called Rue21 one of the most compelling and under-the-radar brands in the U.S.

New Rue21 stores to open in 2021
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Jacksonville, FL Avenues Mall
Coral Springs, FL Coral Square
Memphis, TN Wolfchase Galleria
Columbus, GA Peachtree Mall
Cypress, TX Houston Premium Outlets
Camp Hill, PA Capital City Mall
Grand Rapids (MI) Woodland Mall
Madison, WI West Towne Mall
Holyoke (MA) Holyoke Mall
Buffalo, NY Walden Galleria
Oklahoma City, OK Penn Square
Tulsa (OK) Woodland Hills
Pembroke Pines (FL) Pembroke Lakes
Waldorf, MD St. Charles Town Center
Braintree MA South Shore Plaza

Source: Rue21

In 2020, the retailer also launched its rewards program with the goal to convert in-store customers “to omnichannel clients.” The program has approximately 5.5 million members. The year also marked an expansion of its plus-size apparel clothing offering, which according to a spokesperson is now in about 70% of all stores.

4 trends impacting retail marketing strategies

4 trends impacting retail marketing strategies

Street vendors of the 18th and 19th century would sell their goods and services in open-air markets to make themselves known.

Fast forward a few centuries and brands can now rely upon the likes Google, Amazon, and Facebook to help them push their products in front the eyes of consumers.

Retailers are now exploring new channels and traditional advertising methods to promote their products and diversify their marketing strategies, despite rising digital advertising costs.

Print is back in fashion

The history of direct mail in the United States is long. The first direct-mail catalog sent out in the U.S. is said to be Tiffany’s “Blue Book” in 1845. Montgomery Ward, Sears, and J.C. Penney were among the others who joined the fray. According to Nick Egelanian (CEO of SiteWorks) the largest players in print advertising were at one time grocery stores and drugstores.

Retailers used to be more inclined to shop catalogs because customers weren’t as online at the time. RetailNext’s head of insights, partnerships Lauren Bitar said that consumers could easily flip through print catalogs and choose the items they liked, then call or return the completed order form in the mail to make their purchase.

Bitar stated that online shopping became a major channel and that more advertising dollars were spent on it than on a catalog.

As data-rich platforms such as Facebook and Google became more popular for digital advertising, catalogs lost their appeal.

“Print’s historic difficulty was that there was no attribution — compared with digital — so you can’t track the actual sales,” Alex Song (CEO of DojoMojo), told Retail Dive.

However, despite the rapid rise of ecommerce, which was further accelerated in the past year due to consumers’ limited visits to the stores, some retailers and brands still use print catalogs strategically. The appeal of print catalogs is partly due to the fact that major players have begun to abandon it. This has made them more attractive for retailers who want to stand out.

Bitar explained that catalogs enable retailers to show their brand to consumers in a way that they might not be able experience online. When the consumer is missing that tactile experience, being able to display something in a space can help them feel more connected.

According to Polly Wong (President of Belardi Wong), direct-mail marketing has seen a significant increase in popularity, besides catalogs. Wong stated that since May, between 80% and 90% of Belardi Wong clients, which tend to be more wealthy, reported “really high growth numbers” in any given period, as well strong response rates in mail for customer acquisition and retention.

“She has to touch it in order to recycle it.”

As online competition heats, direct mail has been a popular option for direct-to-consumer companies. However, relying on Facebook and Google alone has led to direct mail becoming less attractive.

Wong stated that there has been an “incredible resurgence” in mail. We have successfully launched more than 200 DTC brands into the mail over the past five years, which is why we have so many customers. They are looking to diversify their marketing strategy. With all the changes and rising digital costs, nobody wants to be totally dependent on Google or Facebook.

Wong stated that food, outdoor, and home were the most requested categories in advertising via the mail over the past year, thanks to pandemic trends.

Brands have had to rethink their approach to direct-mail marketing. “Honestly, the people who left print — the Victoria’s Secrets of the world – they just created a downward spiral. Wong stated that as a customer, he received three direct mail pieces within a week. “People who turned down direct mail were probably not interested in receiving it.”

While some people abandoned the channel, many found it an affordable marketing solution as digital advertising became more costly.

To give you an idea of the cost, you can mail a full-sized catalogue for 65 cents including postage. DTC retailers and brands spend an average of $2-$4 per click. It’s crazy,” Wong stated. You can mail 6-8 catalogs to highly targeted audiences for as little as one click. What’s more, direct mail and catalogue marketing are actually very affordable.

DojoMojo’s Song says that having a physical presence can help build credibility and legitimacy around your brand.

A physical catalog may be the key to enabling consumers to purchase more expensive products online.

Wong stated that if you want to convince someone to buy a $300 sweater and you are an emerging DTC brand, it is difficult to acquire digital customers for brands with high ticket items, such as jewelry or fashion. There is a correlation between square inches and response rates if the consumer doesn’t know you and you have a higher pricing point. This is because the direct mail piece itself has more response rates.

Wong said that print, by default has 100% visibility with the consumer. “She has to touch it in order to recycle it.”

“What’s old is new again”

Brands have reintroduced other advertising forms that were not as popular, such as direct mail and catalogs. Wong stated that “we always joke around here, What’s old is still new again like TV and print,” noting that technology and data associated with these channels are much more advanced today.

However, brands will approach physical marketing in different ways, particularly between bigger, more established retailers and smaller DTC brands.

The general cost of print advertising is high. Song stated that even though costs have decreased over the years, it is still a very expensive marketing channel for young brands to pursue, especially if there isn’t clear execution. Song said that bigger brands will find ways to use it in meaningful ways. I believe smaller brands will do things we have seen before, such as subway takeovers.”

Many digital brands, including Spotify and Thinx, have disrupted traditional marketing by buying subway ads in New York City in recent years to draw attention to their products and companies.

Song warned that as channels become more popular, they may no longer offer the same opportunities. Think about the Casper subway takeover. Song stated that the Casper subway takeover took place four years ago. It was quite innovative because New York’s subway ads were not considered prime print advertisements to buy. Casper was able to obtain it for super low prices, and they made economics work. This legitimized them somewhat because it made all subway commuters feel like they were a big brand. They are taking over the whole subway.

Combining agile marketing with print can help brands combine the appeal of print and the benefits of digital marketing. Song explained that brands can place a printed advertisement on the side a vehicle. If people are near the vehicle with GPS enabled, they can receive an ad based upon their location.

“The store is not a new marketing channel, but it’s who uses the store to market their products that has changed.”

However, the physical store is still the best marketing tool for brands.

Bitar stated that “the store as a channel for marketing is not something new.”

Six Ways the Intelligent Engagement Platform Can Help Sales and Customer Success

Six Ways the Intelligent Engagement Platform Can Help Sales and Customer Success

If your CSAT score exceeds 60%, NPS score greater than 70, sales revenues are high, and you don’t want an engagement platform that maximizes customer success and sales, don’t read this.

You are now ready to discover how an intelligent customer engagement platform can increase your sales revenue, increase repeat purchases, provide great customer experiences, improve upsell/cross-sell opportunities and dissolve silos, and improve accountability.

Ten Tips You Must Know About Customer Relationships

Business success is directly related to customer satisfaction. Low customer satisfaction can also affect retention, engagement, and loyalty. This is a sign that you are not providing good customer service. It can cost consumer brands as much as $62 billion annually. Customers will have a delightful experience with your brand if you build and maintain good customer relationships with them.

Building customer relationships is important for a variety of reasons, including better Engagement and higher Retention rates.

What is Customer Relationship?

Customer relationship is the process by which a consumer brand develops a strong rapport with its customers. The process of planning and synchronizing interactions with current and future customers is known as customer relationship management (CRM).

Our goal is to achieve high customer engagement and business fulfillment. Customer satisfaction is an indicator of customer relationship success.

Communication is the foundation of all relationships. With the advent of social media and the internet, you have more ways than ever to communicate with your customers. Communication that is great goes beyond the words and creates a bond.

What strategies can consumers use to improve customer relationships?

Here are 10 ways to build strong customer relationships

1. 1.

Using a customer’s name when talking to them in person, by phone, by email, or when creating customer surveys is one of the best ways to have a more personalized customer experience. The friendlier, more humane approach to the customer-business relationship does not sound coercive.

If a customer purchases your product, sign up for a trial or makes an inquiry, contact them directly to see if you are able to help them. Even if they decline to assist, customers will still appreciate your gesture and be more positive about your business.

You shouldn’t spam customers and you shouldn’t send them messages too often. It is best to build a relationship with customers by sending them personalized messages that are based on their interests and delivered through their preferred medium.

2. Be realistic about your expectations and don’t lose sight of the prize!

Don’t rush or try to get too far too soon. Building a partnership takes time and commitment. Your customers won’t immediately believe you can deliver on your promises. They will be more likely to seek your guidance and input to help them grow their business.

Because customers are different from one person to another and their needs change over time, it is impossible to say that you know exactly what they need. So you can ensure you’re meeting your customers’ needs, it is important that you find out their priorities and why they choose to do business with you.

Customers will hold on to your promises and if you make promises they don’t keep, it is a sure way to disappoint them. They can also spread the information, which could jeopardize your company’s reputation. Promise what you can deliver.

3. To maintain healthy customer relationships, solicit feedback from customers

Build a stronger Customer Relationship by soliciting opinions on multiple channels

Ask for feedback from customers or use social media to solicit it. Customer feedback is one of the most valuable assets a company has. Customer feedback is a direct indicator of how satisfied customers feel with your brand, products, and services in general. It can also tell you a lot regarding your customer satisfaction levels.

Furthermore, customer reviews will aid in the improvement of your services and products, as well as provide data that helps you make better business decisions. Customers will appreciate your taking it seriously.

Do not wait for your clients to give feedback. Be proactive and ask whenever you can. Social media surveys can also be used to get feedback from consumers on the aspects they like most about their interaction with your brand and what they would like to change.

Conduct surveys whenever you are planning to launch a new product or service. This is a great way to build customer loyalty.

4. Self-help is possible

Modern customers prefer to solve their own problems and not have to deal with customer service representatives. Find the most common problems and questions, then respond with detailed articles and step-by–step tutorials.
You can combine the FAQ/Knowledge Base section and the auto-reply function.

It is easy for customers to check the link by adding it in their email body. They will be able to find the answer they seek.

5. Try out giveaways, discounts, and free shipping

Discounts are a great way to encourage customers to purchase from you. A first-time buyer discount code can be included on your website. You can also send emails to customers with information about the discounts.

Consider doing giveaways. This can work well if you offer a subscription-based service. For example, customers could be eligible to win a month of service for free or a subscription that they can share with friends. You can also encourage people to share giveaway-related posts via social media.

Customers consider free shipping to be a “discount” because it lowers overall prices.

Offer free shipping for returns. This is a common concern for retailers as they fear losing money if they have the to pay or reimburse shipping costs. Don’t be discouraged, you can give it a shot. It increases trust and loyalty.

6. 6.

If you want to improve customer service and loyalty, it is important to quickly respond to any complaints. Respond to both negative and positive reviews. Both positive and negative feedback should be acknowledged. If you receive negative feedback, apologize. It will increase customer loyalty beyond just compensating them.

Consistent action builds trust, which is particularly important since prospective customers can view the experiences of current customers via digital and social media.

7. 7.

A guarantee will make it easier for customers to feel secure about purchasing your product. If customers feel they can trust the product, they will be more inclined to like your brand.

Prospective buyers will be less worried about risky investments and buyer’s remorse since there is no upfront cost for a free trial. A well-executed free trial combined with a fair refund policy can be a powerful tool to encourage customers to try your products or services.

8. Offer prompt and efficient customer service

Prioritize customer support and provide prompt service

Communicate with your customers promptly and in a timely manner. Customers expect prompt and professional answers when they have questions about your products or services. Think about it: Most people don’t have much time these days. Customer satisfaction can be affected by even half an hour spent with customer service.

So, provide omnichannel support:

  • Personal communication with staff
  • Support via social media (platforms that your customers use);
  • Email support;
  • Telephone support
  • Chat support

Your customers should be able to reach you as easily as possible. You should list hours for any live chat or business phone service on your website. This will allow users to know when they can reach you. Customers who feel valued and satisfied will be more likely to use your customer service services.

9. Reward customer loyalty

Customers today need personalization. Personalization is key to customer retention and increased revenue. A loyalty program can be a great way to give customers a personalized experience. It makes it easier for you to get customer data. Programs that offer high levels of service are more popular with customers.

Recognize and reward loyal customers for their loyalty. You can offer them special deals, invite them to special events, and let them know about new products and services. Customers who are satisfied with your services and products become loyal advocates.

Remember that your business exists solely because of and for your customers. Customers will return for more if they receive exceptional customer service.

10. To build a better customer relationship, say ‘Thank you’

You can thank your customers in many ways, such as email, social media, phone call, formal receipts and handwritten notes. This is especially important in these digital age. A handwritten thank you note is appreciated even though it is not possible to send one electronically.

Thank you notes let customers know how much your company cares about them. They also show that they are valued as people, and not just as a source for revenue.

Remember that thank-you notes written well will generate positive word-of mouth publicity for your company. It’s simple: customers receive the thank-you notes and share a picture for their social media followers. You can also send holiday cards!

Building and maintaining relationships is the essence of business. Customers are your most valuable resource. Take care of your customers and pay attention to them. Keep in touch, not just communicate with customers.

Email Delivery 101: How to get your emails to land in your Inbox

Email Delivery 101: How to get your emails to land in your Inbox

By 2023, the number of email users worldwide is expected to grow to 4.3 billion, which is half the world’s population. Consumer brands spend hundreds of thousands of money on email marketing to capitalize on this trend. An email campaign can only be successful if your intended audience opens, reads and interacts with it. Most consumers won’t open any emails sent outside of their inboxes. This is why deliverability is so important.

This blog will cover:

  1. What does email deliveryability mean?
  2. Deliverability differs from email delivery in that it is more difficult to deliver.
  3. Factors that impact deliveryability
  4. Here are some best practices for sending emails to your users’ inboxes

What is deliverability?

Deliverability shows you how many emails are landing in the inbox of your users instead of their junk or spam folders.

“Spam is where emails die.”
-Sadikshya Pant, Senior Email Deliverability Consultant, MoEngage

Spam is a major problem in the world. Gmail found that half of the 293 billion email messages sent each day in 2019 were spam. 70% of these emails were spam, which is marketing content.102 billionEach year, marketing emails disappear into digital oblivion.

Some of your users won’t even know that a spam or trash folder exists. Most users don’t even check their spam folders. ISPs (Internet Service Providers), flag suspicious emails as such. These emails are then deactivated with their images and links.

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Do not confuse deliveryability with deliverability

Deliverability is different from email delivery. The number of emails the user has received is what defines delivery. Delivery measures the number of delivered emails that land in the inbox folder.

Consider an example of an email campaign that targeted 100 users. It was 98% delivered and 60% delivered. This means that 98 of 100 recipients received the emails. However, only 60 users received the email in their inbox folders. The 40 remaining recipients probably ignored or deleted the emails as they were in the wrong folder.

Delivery isn’t the same as deliverability

These numbers can be multiplied by a factor of several thousand, or more, to show the importance of delivery.


Factors that affect email delivery

Unfortunately, ISPs don’t share information about which folders emails land in, be it spam, junk, or any of the subfolders in a user’s inbox (Primary/Promotions/Updates). You can still deduce deliverability by looking at factors such as:

Domain/IP Reputation

Domain and IPReputationEmail engagement directly impacts because email service providers use domain/IP reputation to determine which folder to place an email. List management is a sure-fire way to improve domain reputation.

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List management tip:

To maintain good domain and IP reputations, it is important to regularly clean your email lists. Mailing frequency can be decreased or removed from disinterested users. Early detection of spam traps, hard bounces, and blacklists is important. Your email list should only be populated by users who would like to receive emails.


Performance Metrics and User Engagement

To decide whether to accept or deny emails from senders, ISPs use performance metrics such as opens, clicks, and spam complaint rates. This also helps them decide where to place the accepted emails (Spam/Promotions/Updates folders).

Positive user engagements include:

  • Clicking/opening an email
  • You can read an email carefully or open it multiple times.
  • Replying to, forwarding, and marking an email
  • Add the sender to your address book or bookmark them
  • Move emails to the primary folder

Negative user engagements include:

  • Reporting spam emails to be marked or reported
  • You can delete or ignore emails without interfacing
  • Blocking or snooping the sender

Negative engagements can impact deliveryability and can take a long time to recover. Marketers can change their strategies to reduce negative engagements and increase positive ones.

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Here are some best practices for sending emails to your users’ inboxes

While each ISP has its own policies regarding acceptable email practices and guidelines, many share some common principles that can be used to improve inbox placement.

1. Sender Authentication

Multiple authentication protocols are used by all ISPs to ensure that the sender is authentic. Spammers are a concern for ISPs, so failure to perform basic authentications may result in the email being rejected, blocked or flagged as spam. Failure to authenticate senders can result in both delivery and deliverability being affected.

2. 2.

It is crucial to maintain a clean email list

Use organic methods to collect users. Never purchase an email list. The majority of users on purchased email lists are invalid. Others might report your email spam or unsubscribe. This can affect domain reputation and deliverability data.

There are several clean ways to build user lists organically:

  • Referral programs and promotions can be used to incentivize sign-ups.
  • Third-party apps and websites can be used to promote your brand and build trust.
  • Establish loyalty programs and memberships.
  • Use your products and services to collect email addresses

Clear acquisition methods establish reasonable expectations for customers regarding their experience. They also give them the option to withdraw if they aren’t satisfied with the content.

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3. 3.

All countries have independent mailing laws that protect their users’ rights to privacy and quality of experience. Avoid costly lawsuits by complying with the law and keeping current with any new or revised laws that apply to your location.

4. Segmentation and the Optimal Send Frequency

Think back to the last time that you unsubscribed from promotional emails. You probably unsubscribed because you received too many emails or product suggestions that were not relevant to your purchase.

It is irritating to send too many emails to people, and it doesn’t help build brand recognition. It is important to determine the best frequency to send emails to your customer. This means that the customer will want to receive the most number of emails without any adverse reactions. This is an iterative process that will not work for every customer.

Find the optimal send frequency for each user segment

This neatly brings up the topic of segmentation, i.e., the categorization of users based on overlapping criteria. Users love preferential treatment–a ‘one-size-fits-all’ package doesn’t work. It is important to segment your customers based on previous purchases, relevant events, location, and frequency of site visits.

MoEngage allows you to categorize emails based on user behavior and adjust your mailing frequency accordingly. By engaging users with relevant content at the right moment, you can create a personal experience that exceeds their expectations and encourages investment in your brand.

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Here are some ways to segment users.

  • You can run trigger campaigns based on events and target customers based upon products viewed, bought, added to cart or other factors.
  • Post-purchase engagement campaigns can be created, such as product reviews requests within a few days of delivery. Followed by personalized email recommendations about bundled products or custom codes for future purchase.
  • After registering, collect personal information and use it to personalize your communications.

5. For Better Delivery

Marketers’ worst nightmare is spamming their email lists, which can lead to poor domain reputations and a loss of resources. Sunsetting is a strategy to keep user lists clean and remove inactive or stale users. Inactive email addresses are turned into spam traps by ISPs, which trap spammers and cause list quality to decline. This can further impact performance metrics and deliverability data.

Reactivation campaigns can be used to bring back inactive users by adjusting the frequency or content of emails, or using different channels. However, lost causes must be quickly acknowledged and addressed accordingly.

6. 6. Automated removal of bad actors

Sunsetting is about retiring users based upon their activity. However, there are some users (a.k.a. Bad actors (hard bouncers and unsubscribers) should be removed immediately. This will stop any future actions that could affect your reputation.

It is essential that your users have an easy exit route. If they wish to unsubscribe, make your button prominent.

7. Personalization

True to the modern consumer mindset, people love tailored content suited to their needs. Unique content leads to higher open rates, clicks and replies as well as forwards and conversions.

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Capture your user’s attention with personalized emails

Here are some basic methods to help you personalize your emails:

  • A compelling subject line, but not misleading: A compelling subject line that is deceiving or irrelevant to the content of the email’s contents will make users reach for the unsubscribe buttons faster than anything else.
  • Clear and consistent informationEnsure that your sender’s name and email address reflect your brand’s identity. It is important to clearly state vital information such as the terms and conditions or privacy policies.
  • Direct call to actionCustomers can be pushed to take desired actions, such as reading the newsletter or using a limited-time offer. This is done by using clear calls-to-actions, a simplified design, and insisting on clear instructions.
  • Compatibility between platforms and devicesYou risk irritating users by not ensuring that your emails work across all devices and platforms.
  • Brand conformityTo build upon the customer’s subconscious, maintain your brand aesthetic in all subsequent emails. To establish the brand’s physical presence, add contact information.

8. Understanding spam filters

Every ISP has a content scanner which scans email for spam-like characteristics, and filters them. These are the rules that will ensure your email isn’t classified as spam.

  • Don’t create image-heavy emailsGood text-to-image ratios of 40:60 are acceptable.
  • Standardize the template sizesStandard HTML email templates are 600 pixels wide for desktops and 320 pixels vertically for mobile devices. Horizontal views for mobile devices can be viewed at 480 pixels.
  • Keep it simpleMessages should not exceed 102kB. Gmail will hide any content behind a link that says “View the entire message”.
  • Use alt tagsAlt tags should be used for images to display text in the event that images do not render.
  • Avoid spammy subject linesSpam filters can be activated by special characters ($$$), or tokens “spam keywords” (F R EE) that are not scams.Here are some spam keywords you should avoid.
  • Reputable image hosting services are recommendedCloudflare or Amazon AWS for faster loading times and better security.
  • Your HTML code should be simple and clearWithout hidden images or URLs


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9. Google Annotations

Gmail and other ISPs that analyze user interactions in real time can sort marketing emails into the Promotions tab of their inbox. Google Annotations can be used to highlight emails and increase user interaction.

10. Monitor Ongoing Sends

Look beyond vanity metrics to get the full picture

To ensure that all marketing strategies work together, create a system. These trends and metrics should be monitored:

  • Volume trendsVolume trends are usually gradual. Abnormal activity is characterized by sudden spikes in email volume or frequency. They can affect user interaction if they are not addressed.
  • Performance metricsDeliverability is negatively affected by unusual trends in hard bounces and opens, clicks or spam complaints, spam traps, unsubscribes, blacklists and spam traps.
  • Reputation dataObserve your inbox placement data using third-party apps like eDataSource, ReturnPath or 250ok. If you notice any anomalies, immediately correct them.



It is difficult and not always easy to achieve successful email delivery. It’s essential to invest in a good email deliverability consultancy that can tell you what’s working and what’s not–and how to improve deliverability with actionable insights.

At MoEngage, we offer deliverability consultancy services which include setting up proper authentications, email strategy discussions, assistance with inbox placement/bulking issues, troubleshooting blogs and blacklisting issues, content analysis, and reviewing industry best practices. To establish brand authenticity, we can help you implement new features such as BIMI and Google Annotations.

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#GROWTHAsia2021 Highlights: Key Takeaways, Expert Insights and Actionable Strategies

#GROWTHAsia2021 Highlights: Key Takeaways, Expert Insights and Actionable Strategies

2020 was a landmark year for businesses in all geographies. It covered many industries and verticals. In order to provide actionable strategies and bounce-back frameworks to our community of marketers and product owners, we conducted #GROWTHAsia 2020. We organized #GROWTHAsia2021 on the 24th of March 2021 in collaboration with AppsFlyer, Mixpanel, and continued our efforts to provide thought-leadership content.

#GROWTHAsia2021 featured expert panel discussions that focused on customer centricity and brand engagement. They also discussed effective segmentation, leveraging data from users, and building an engagement platform. This event shed light on how businesses can increase customer happiness in a mobile-first and post-pandemic world.

Our illustrious panel included marketing leaders from Asia’s most customer-focused brands such as OVO, Kredivo and KapanLagi Youniverse.

We have you covered if you missed #GROWTHAsia2021 This blog will summarize all the insightful and interactive sessions and provide bite-sized key takeaways you can use to grow your business.

Here’s a quick overview of all panels and sessions at #GROWTHAsia2021. Let’s get started.

Keynote: The Impact Customer Happiness has on Business Revenue

Sarika Tulsyan (Chief Revenue Officer at POPS Worldwide) led the keynote session of #GROWTHAsia2021. Sarika discusses how the greatest threat to a business’s survival in today’s uncertain environment isn’t competition, but poor customer service. She stresses the importance of collaboration and driving customer happiness, with a focus to sustainable revenue. One that is reflective of the overall business growth strategy and aims to achieve long-term organic success.

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#GROWTHAsia 2021 Keynote speech

Watch Full Video

Get Actionable Tips:

  • It is a well-known fact that 20% of a business’s revenue is derived from 20%. It is important to know the difference between customer satisfaction, and customer success.
  • Customer satisfaction can be used as an efficiency metric. However, customer success can be used to measure revenue. There is usually a large gap between these two metrics. Every customer is not a success customer. Therefore, satisfied customers will always outnumber those who can be called successful customers. It is up to you to understand why this gap exists and what you can do about it.
  • This can be done by looking at the various metrics that affect customer satisfaction across a consumer‘s journey. Businesses need to pay attention to the “micro-moments”, which are key to customer satisfaction and business growth. A micro-moment for an ecommerce site could be an offline experience (word-of mouth or billboard) that prompts a customer to make an online purchase via a smartphone.
  • This should not be a secondary goal. It should be about understanding these micro-moments, and how to leverage them to drive business growth. This will reduce the customer satisfaction gap and increase customer success.

Expert Insights

  • Businesses can sometimes be hurt by over-personalization that is based on customer segments. A great job at creating customized content might lead to increased conversion rates and checkout rates. However, it may not always lead to higher RPOs or average revenue per user/viewer. Why? Customers aren’t discovering anything new. Over-personalization could actually lead to stagnation rather than growth in your business. It is crucial to find the right balance between these two.
  • Next-generation marketers are responsible for driving the business through understanding the next “trigger” that is informed by data. This helps customers to be more informed and enables them to grow their business.
  • Organizations often define success metrics for different departments in silos, rather than looking at it as one common success metric that can be applied to all departments. A common metric can reduce the gap.
  • It is possible to align our organization’s goals with department goals in respect to marketing, customer service, and product. This creates a level of competence between departments in terms of understanding and defining key responsibility towards the goals. You can create a well-oiled, harmonious business by mapping success metrics to departments. This will ensure that everyone works together towards common goals and maximizes revenue. The three P’s, i.e. People, Process and Product must be in perfect harmony.
  • Only if customer satisfaction metrics are being measured by the right people and monitored properly, can they be considered great. Marketers will only win if they do this.

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Session 1 – Effective Segmentation Strategies for Customer Engagement

Divya Jagwani, Senior Manager, SEA and MoEngage, moderated the first #GROWTHAsia2021 session. Indina Andamari (VP), Head of Product Growth at KapanLagiYuniverse), Cahyanto Arie Wobowo (Head Marketing & Communications at Kredivo), Dian Gemiano, CMO at Kompas Gramedia, and Khalid Raheel, CMO at Amar Bank joined as expert panelists.

#GROWTHAsia 2021 Session 1 Segmentation

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This session will discuss the many practical and effective segmentation strategies that can make a big difference in driving customer engagement. This session also demonstrates the importance of having a strong segmentation strategy. It also explains how different industries use segmentation strategies.

These are the actionsable takeaways

  • Segmentation is a key engagement strategy for organizations. Organizations that segment effectively experience higher profits than those that don’t.
    Segmenting users is a way to give personalized experiences, rather than generic and spammy communications.
  • Start small by using unique preferences and behavior patterns to create your segmentation campaigns. Focus on the following: behavioral patterns, year-on–year aggregated consumer data and current preferences (at a granular scale), repeat behavior, purchase drivers, incentives that resonate with the audience, communication channel. Advanced segmentation can be done by looking at the user’s predicted lifetime value.
  • You can run targeted campaigns by looking at the user journey. Then, work backwards depending on your business goals.
  • The GDPR is the gold standard when it comes managing the fine line between privacy and personalization. Transparency with users, which must be a part of every organization’s DNA, is crucial.

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Experts Insights

Agnes Lie

  • The behavioral segmentation approach is the most sophisticated form of segmentation. It involves dividing audiences based upon how they behave on our platforms, from their in-app behavior to actual transactions.
  • This allows us to target more precisely and makes it possible for A/B testing.
  • This yields better results, as the treatment we give to users is based upon real data and not on presumed knowledge.
  • This allows us to combine behavioral data with predictive and deterministic modelling to achieve business goals
  • Segmenting users requires that you look at the product funnel journey to determine where traffic originated and whether it was acquired via big channels like TikTok or Facebook.
  • Before you dig into transactional or behavioral data, look at the segments of the channels.

Indina Andamari

  • We look at cash transactions of users and map out the customer journey to identify key drivers for each stage. Then, we prioritize users according to which group will have the greatest impact. This could be the pool’s size or the ones with the highest revenue. It is important to collect enough data so that you can make a more precise hypothesis.
  • To score demographics, geographical, and psychographic data, we use a data science model. The heat map is what we use to help us prioritize which segments to focus on. After collecting this data, we profile each segment in order to create a user persona. We then look at the segments to see if they have similar characteristics. Then we personalize messaging to test with a control group. This is where you test your hypothesis before making it a fully-fledged campaign.

Cahyanto Arie Wibowo

  • We have three categories of user data based on the data we collect:
    i) Demographic data, such as gender and/or age
    iii) behavioral data used to split our user action
    iii. Technographic data that shows which technologies are used by our users.
  • These factors are used to analyze our internal theme. To improve the features of your product, you can factor in metrics like usage frequency or time spent on-site.

Dian Gemiano

  • Because we all cater to different audiences in the media industry our segmentation strategies differ. We have three types of customers at KG media: the flyby, moderate and loyal. We study the content consumption habits of our customers to determine what content resonates with them most. We aim to make the fly-by customer more loyal and moderately loyal.
  • Advertisers are more passive. We look at basic demographics, consumption behavior and segmentation of purchase intent to help them understand their needs.

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Khalid Raheel

  • Segmentation is about looking at need-based segments (people who “need” a loan), but also taking into account outliers who may be ‘want-based users (for instance, someone who wants to purchase a second-hand smartphone and might be interested in a loan).
  • Segmentation at Amar Bank tells us what our Tg is. It is also important to understand what customers don’t want, and what they want.
  • Segmentation is essential. It is crucial to know what the need, necessity, and demand are at each stage of life. All three elements are constantly changing. Once you have the user data, you can start to create micro-moments that reflect the needs and benefits of the user.
  • Segmentation should begin with empathy. Understand what the customer needs in order to fill that gap. It is important to integrate the product backwards into a forward-integrated behavior, or vice versa.

Session 2 – Using User Insights for User Retention

Arijeet Rana, Senior Manager, SEA and MoEngage, Rajeshwari Kanesin, Innovation Manager at U Mobile, Joshua Tan (Head CRM at NTUC) and Vineth Kallarakkal, (Head Marketing at theAsianparent), moderated the session.

#GROWTHAsia 2021 Session 2 user insights

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The session focused on huge data volumes about user journeys and how these can overwhelm modern growth and product teams. It is important to avoid analysis paralysis and understand the key user insights that must be monitored, as well as how they tie into the overall goal of increasing engagement.

These are the actionsable takeaways

  • Customer retention is a key aspect of today’s business environment. One surefire way to achieve this is to leverage user insights to increase user retention. Product teams and growth teams often get lost in the mountains of user data and don’t know which user paths they should be following.
  • The real question is: What are the most important metrics for engagement that you should track and monitor? You can use the RFM model to guide your digital buyer journey.
  • However, user paths and journeys are getting more complicated. Businesses need to be able to identify the key user insights that they are trying to obtain, as well as key metrics to monitor engagement and create feedback between the lifecycle, marketing, and product teams. They must also analyze the warning signs for users who are about to become cranky so you can know the extremes of a user’s lifecycle on your app/website/anyother medium.
  • These valuable data can be used to increase user retention through referral programs, better personalization, optimal frequency of messages, building a community with like-minded users, and so forth.


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Expert Insights

Kushal Manupati

  • It is important to consider engagement metrics from both the perspective of the stakeholder as well as across different stages.
  • With the multitude of channels and users having their own preferences, the user journey is becoming more complicated.
  • A lifecycle framework is essential to determine the life stage of the user, where they want to be, and the relevant KPIs for each stage. A robust tool can help you achieve this and many more.

Rajeshwari Kanesin

You should have separate user journeys for different users to be able to classify them as trusted, verify them and ensure that your user data is accurate. The data can then be scored accordingly.

Joshua Tan

  • Before you can understand which engagement metrics to look at, you need to first identify your North star goal.
  • Next, consider what the job of each channel is to achieve that goal. Then look at how users interact with the channel to determine the engagement touchpoints you really want to capture.
  • It is important to consider not only what engages customers but also what disengages them.

Vineeth Kallarakkal

  • Your engagement metrics will vary depending on which channel you’re measuring, whether it is an app or a site. It is also important to consider how you cater to different user segments. It is also crucial to determine what metrics are most relevant for your user segments.
  • Because users’ needs change at every stage, you need to create user journeys and map them out. A path can be tailored to different users and ensures that your product is well-received by them.
  • To assess the risk of churning you should first examine the usage patterns and determine if there is any decreasing trend in the use of your product. Learn more about why engagement has dropped.

Session 3 – Building the Best-In-Class Customer Engagement Technology Stack

Scott Pugh (APAC Director at Mixpanel), Bibaswan Banerjee, Mark Birch (Startup Advocate APJ, AWS), Khairold Sfri Ibrahim (Digital Products Manager, TM) and Dr. Raymond Chan (Head, Data Science, Chope), as experts.

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Session 3 building engagement stack

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This session brought together subject matter experts to discuss the evolution and design of customer engagement technology stacks.

These are the actionsable takeaways

  • Modern customer engagement has seen a paradigm shift, and new technologies and tools have been created to give brands the cutting-edge they need.
  • No matter if you are a startup or a telco company, every company must decide what tooling is best for them at each stage of their lifecycle. The customer engagement stack must be continuously monitored and updated.
  • It is crucial to hold tech providers accountable and maintain a constant dialogue. Consider technology as an extension to your team when you buy it.

Expert Insights

Bibaswan Banerjee

  • We are always trying to solve the biggest problem, which is how to connect things. It can be dangerous to work in silos of technology. Why? It paints a partial picture. It is important to use a constantly-evolving tech stack to make sure that they all talk to one another properly.
  • Look for tech stacks that offer customization and scalability. Big providers have the ability to provide a solid foundation through cloud-based solutions. This could be the foundation. Next, you should add layers that are specific to your business. To be more flexible in customizing your solution, you can leverage a hybrid stack.
  • It is important to strike a balance between what can be taken over from third parties and what parts you need to be highly agile so that you can do it in-house.

Mark Birch

  • Startups in the early stages should concentrate on their core product. They also need to focus on getting the right features.
  • When choosing the right tech stack, you must not compromise the uniqueness or differentiation of your product. Look for solutions that don’t require you to create your own analytics.

Khairold Safri Ibrahim

  • The first thing you should ask when deciding on a tech stack is whether it is necessary at all. Also, do you need to automate these integrations or can they be done manually?
  • You will also need to change the culture within your company in order to encourage people to try new things.
  • It is important to keep your stack of tasks simple. Do not try to do it all at once. Instead of focusing on technology, modeling, or other aspects of the business, start with customers.
    The framework.
  • We discovered that attractiveness is only half the story. The other half is how it works within the company’s context–taking into account the culture, openness to new technology and the availability of resources.

Dr. Raymond Chan

  • Our engagement stack was primarily driven by the need to learn how to personalize search and recommendation. This is why we use event tracking tools to track individual behavior.
  • Here’s how it works: We collect a lot of data and then store it in data warehouses. The models are then used to predict the interests of users. The app then integrates this information back into it, so that our tech style is optimized.


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Session 4 – Recalibrate and Recover. Reopen. Recovering from the Pandemic

Ronen Mense, President and Managing Director of APAC, AppsFlyer moderated the session. A panel was comprised of Lakshmi Harikumar, Dyah Wulandari, Marketing Director, SEA and MoEngage, and Alicia Vo, User Acquisition Lead, Amanotes.

Session 4 bounce back

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This session will discuss what it takes for businesses to recover, recalibrate and reopen after the pandemic. This session summarizes how the pandemic has increased the digitalization of businesses over the past several years, and addresses the important questions:
i) How can businesses recalibrate?
ii) Should businesses recover?
iii. What’s next in digital marketing when regions reopen fully?

These are the actionsable takeaways

  • The AppsFlyer & iPrice report shows that overall online spending in SEA rose by 19% in 2020. People who have never purchased online are now more open to shopping online. The pandemic has increased the speed of digitalization in businesses, not just by a few weeks but over many years.
  • Businesses need to rethink their marketing strategies and see if every industry and segment behaves in the same way. Mindful marketing is about being happy and not insensitive to people’s feelings.
  • Each brand may have its own reality. However, the common theme for the future must be ‘positivity’, ‘agility’, and ‘adaptiveness’.

Expert Insights

Lakshmi Harikumar

  • Brands that are successful differentiate themselves from others by being agile in adapting their business models is what makes them stand out. This meant that mobile was not only considered as a channel, but also as a business model.
  • Jimmy, an Australian client, is a good example. He’s in the online delivery of alcohol. Given the increasing demand from consumers, he quickly added toilet paper to their entire inventory. This is how brands can be flexible and remain relevant over the long-term.
  • A report we published recently shows that one of the major trends in this pandemic is digital and mobile adoption. Organizations that are not digital were forced to adopt mobile or digital technologies. Additionally, organizations that were digital were required to reinvent themselves in order to stand out from the rest.
  • Businesses need to be innovative partners, make changes in their business models, and communicate openly with customers. It’s about being one with customers and being transparent about your business. Let’s say, for example, that your supply chain is down and orders may be delayed. Businesses will be able to communicate this information with greater transparency, which will strengthen their image and quality.
  • For obvious reasons, there has been an increase in marketing budget. Brands want to keep their voice heard and don’t want to lose the momentum they have built over the years. Paid activities also have an impact on organic traffic. They want to maintain brand positivity.

Dyah Wulandari

  • Businesses must be flexible and focus on the short-term (say, for the next three month) instead of long-term planning. They must also be positive and refocus their attention on “maintenance people”, which is the greatest asset of the company.
  • Our marketing strategy is to balance user needs from the discovery phase to the point when they make a purchase. We are providing enough information in our apps for users to be able to make informed decisions when they reach the ‘consideration phase’.

Alicia Vo

  • We have created lighthearted, cheerful, and warm campaigns that revolve around the “stay at-home” theme. However, we are also sensitive to the stress and anxiety that users are constantly exposed to. We make sure that our messages are not serious and encourage our users to use our apps as a way to escape.
  • We need to build a solid foundation with industry partners. To create a supportive business environment and to offer mutual support.
  • Communication and coordination between various stakeholders can improve the efficiency of your business and provide positive opportunities for the future.

MoEngage adopted a Culture of Care in order to deal with the pandemic

MoEngage adopted a Culture of Care in order to deal with the pandemic

MoEngage has been promoting employee wellness for more than a decade. We have taken steps to provide care and wellness programs to all our team members, across the country as well as in other countries. We have made so many investments in the safety and wellbeing of our employees. We also experienced the second wave of severe hardships, which affected many of us in our community. We have dealt with the situation in our own way. We have learned to embrace empathy during these difficult times. All that we do will be done through the lens of support and care. The top concerns are health, financial security, and job safety. What an organization does now to its employees will make a lasting impression that will be remembered for many years.


These are some of the MoEngage measures for this year.

Extended Remote Work until October 2021Each of us can stay safe indoors, care for our families, and have flexibility and independence.

Vaccination Support & Reimbursement:We are still working with

  • Our team was able to book free vaccination slots at multiple locations across the country through our health and wellness partner.
  • This reimbursement model allows people to get inoculated without the Health Partner’s permission. It will reimburse 5 family members (including the team-member) and allow them to continue to get their costs covered.
  • All team members must be vaccinated by local authorities or hospital partners in major cities

To provide video consultations for free, tie-ups with medical professionalsOur team members can get online help from doctors, and are treated for COVID or other conditions virtually. All members of our team have instant access to doctor consultations.



Salary payments in advanceAndCashoutsAll team members have been provided with medical insurance to cover their expenses.

Paid recovery leave:For employees who have been diagnosed with COVID, they are entitled to up to 14 days paid leave to allow them to focus on their recovery.

Wellness LeavesTo help members recharge, it is important to focus on family and self-care. Some other changes to our work methods include flexible meeting times and no-meeting Wednesdays.

All Home Office Setup AssistanceThis document will help you to make it easier to set up the infrastructure for your home office.

Employee Assistance ProgramOur Health Partner will allow our team members to access a Health Coach, Nutritionist, General Practitioner consultation, discounts on medicines, stress and burnout consultings, and more!



Ex gratia Payments:Any member of our team who is diagnosed with COVID-19 will receive ex-gratia payments equal to two years salary and a voluntary contribution from our team.

COVID Task Force and Support GroupThey were created internally to assist our team members in obtaining hospital beds, oxygen supplies, and medicines in all cities during peak times. They help to monitor the response strategies of our members, their families, and friends during the pandemic.

Wellness EngagementsOur wellness partners work throughout the year to engage our employees across the globe and promote a healthier lifestyle. We can even get them together for yoga or guided meditation sessions, COVID awareness sessions, COVID awareness, or even a Bollywood theme dancing party to keep the spirits high.


Our greatest asset is our team members. A culture of care makes a difference in their lives. We can overcome this crisis together by maintaining a constant communication, effective change management, leaders who lead from the front, daily checks-ins, empathy and flexibility. We realized how important it was to be healthy and well-being-mental and physical-as we dealt with this pandemic and its aftermath. When we were named as one of the top responders, a lot of what we did for care was recognized.Top 25 Highest Rated Company to work for by Battery Ventures and GlassdoorLast year.

We are looking for people who care about you and your family. Do check our open opportunities and let us know what you think.

We won’t be returning to work for at least the next half year, as much as we would like to. We are going to take this opportunity to make sure everyone is happy and healthy by creating a culture that promotes care and wellness.