In early September 2019, Google rolled out an all-new email marketing campaign designed to make your marketing fun and engaging again! And if you’re not feeling creative, you’l I rephrase that – the campaign is definitely going to make your marketing fun!
Here’s the deal. Since its founding in 1996, Google has always been a major player in the search engine optimization (SEO) industry. Known initially for its search engine, Google also developed its AdWords platform, which allows advertisers to connect with potential customers through relevant, personalised ads. With the advent of the digital economy and the growth of mobile search, Google’s market share surged – reaching 83% of all searches in 2018.
Since its inception, Google has been the gold standard when it comes to SEO and adwords. However, as the industry has evolved, so has Google – updating its algorithms and introducing new features to make campaigns more streamlined and engaging.
One of the newest features is Dynamic Text Striker. This is designed to make your text more interesting to the reader by tailoring it to the device – whether it be a smartphone, tablet or laptop – on which they are reading it. Essentially, this means you can have a unique piece of text for mobile users, a shorter and more concise version for anyone reading on a laptop, and a completely different piece of copy for those searching on a tablet. So rather than having a generic piece of text all of a sudden appearing on your web page, you can decide what version of text your visitors will see based on the platform they are using.
Last but not least, let’s not forget about Google’s video platform. Since 2017, Google has been developing video into a proper advertising format, supporting 4K and even 8K video at 60fps or 30fps. Its supporting HTML5 video and using advanced artificial intelligence to tailor your video’s content to your audience. Not to mention, the platform itself allows for flexible scheduling – making it the ideal complement to a marketing campaign.
Why Should I Care About This Evolutionary Advancement?
This is a big deal! Google is always looking for ways to make your life easier as a marketer – and this is one campaign that will certainly do that!
First off, Google is making text more prominent as a call to action – using larger fonts and increased use of bold text.
Secondly, under the new Email Marketing Campaign, you don’t have to have an account to start engaging with customers through email marketing. The new format allows you to send out marketing emails to anyone who visits your site – whether or not they have an account there!
Last but not least, Google is equipping you with video content to better engage with your audience. You’ll find short video trailers to introduce your products, longer video content to demonstrate how each product works in practice, and educational videos to expand your audience’s knowledge base.
What Version of Text Should I Use?
So you want to know what version of text you should use to engage with your audience? Let’s find out!
For mobile users, you should use the shorter, snappier version – as longer forms of text on phones can be difficult to read. This is why you’ll often see Snapchat stories and WhatsApp status updates abbreviated to a couple of words.
And for desktops and laptops, you should opt for a longer version – using all the advantages offered by a full-length article. But in terms of headlines and sub-heads, go short and snappy!
Include both long and short forms of text – even including a tweet to introduce your product – to keep your readers interested.
How Can I Use This Advancement?
The good news is this new email format is incredibly easy to implement! Simply visit your “email marketing” dashboard in Google Analytics.
From there, you can set up automated email campaigns using HubSpot. Alternatively, you can opt for a hybrid strategy, using both automated and manual approaches.
The great thing about this new campaign is it allows you to individualise the subject lines of your emails – something that was previously not possible. So instead of using a generic subject line like “Product review”, you can use something like “Product Review: Top Tips For First-Time Buyers” or “Free Delivery – Order Now!”
Include call-to-actions in your subject lines to boost click-through rates – and don’t be afraid to use a few different call-to-actions in your emails to ensure you drive people to different parts of your site. As a general rule, you should always include links to your website in your emails – either as text or under the guise of an image.
Use the above suggestions to get started, and then you can take it around the block to find your own sweet spot.
Email marketing has changed, and it’s changed for the better. Designed to make your life as a marketer easier, this new campaign from Google allows for more versatile and creative engagement with customers.
Simply put, if you’re not having fun with your marketing, then you’re probably not doing it right. This could be because the execution is dull, or because your strategy is stale – but the main problem is that you aren’t enjoying yourself. This new campaign from Google is going to make your marketing fun again!