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Looker Studio (New Google Data Studio): The In-Depth Guide

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Looker Studio (New Google Data Studio): The In-Depth Guide

If you haven’t heard, Looker Studio has replaced the well-known Google Data Studio brand.

While Google Data Studio made reporting easier for many marketers, it certainly had its limitations.

As a brand’s marketing strategy evolves and becomes more complex, so does the sophistication of its reporting needs.

If you’re anything like me, you’re likely tired of spending hours updating the same spreadsheets each month.

Sometimes, more time is spent pulling a report than providing actual insights.

When this happens, we’re doing a disservice by spending more time “doing” and less time actually analyzing the data.

There has to be a better way, right?

This in-depth Looker Studio guide will teach you how to create and customize action-oriented reports based on your own data.

What Happened To Google Data Studio?

Originally introduced in beta mid-2016, Google Data Studio is a free data visualization tool.

Many marketers have used this tool for years to unify and visualize data sets from multiple channels.

But now, you’ll notice that Data Studio is no longer referenced. Where did it go?

Google officially rebranded its Data Studio product to be named Looker Studio in October 2022.

In their official announcement, Google stated:

“We are unifying our business intelligence product family under the Looker umbrella, bringing together Looker, Data Studio, and core Google technologies like artificial intelligence (AI) and machine learning (ML). Looker Studio is still free, and has the same features as Data Studio.”

What Is Google Looker Studio?

Google Looker Studio (formerly Data Studio) syncs all of your data sources into one unified reporting experience.

It enables users to create informative and visual dashboards that are easy to interpret, share, and customize.

Essentially, Looker Studio helps go beyond data visualization. It’s aimed to help marketers make more data-driven decisions for their clients and brands alike.

Currently, Looker Studio supports over 800 different data sources, along with 600+ data connectors.

Looker Studio Vs. Data Studio

While Looker Studio touts many of the same features as the former Data Studio, the new name also brings new features.

  • Free version and Pro version (paid).
  • Different modeling method (LookML).
  • Looker integration with Google Sheets.
  • More flexible data modeling features.
  • Supports 50+ SQLs and databases.
  • Merging features from different data sources.

One of the key differences between Looker and Data Studio is the way data is modeled. Looker Studio uses LookML (Looker Modeling Language).

The second key difference that most marketers will benefit from is the new and improved data merging features from Looker.

In Data Studio, it allowed for data sources to be blended.

However, the biggest downside of this was that the blending feature was based on a left outer join and often didn’t blend data in a way that marketers needed.

It was a tedious process that left many to spend more time manually importing their data into a Google Sheet, then connecting that source to Data Studio.

Sounds frustrating, right?

Looker Studio, on the other hand, requires SQL databases to integrate any source. This means that raw data is passed into a database, making it much easier for Looker to merge data from different sources.

The result? A faster, more meaningful way to visualize data from all your different marketing sources in an easy-to-digest format.

Getting Started With Looker Studio

There are a few key areas to ensure your first Google Looker Studio report is a success. These include:

  • Choosing a template or dashboard.
  • Connecting data sources.
  • Choosing metrics that matter.
  • Sharing reports.

Looker Studio Templates

The first thing to do is to choose a template.

To access Looker Studio, visit Looker Studio using your preferred Google Account. This should be the account that you access your Google Analytics, Search Console, Google Ads, etc.

Looker Studio provides a wide variety of templates to get you started.

If you’re new to Looker Studio, it is important to choose a template based on the type of data being portrayed.

Screenshot from Looker Studio, December 2022Looker Studio provides many dashboard templates to get you started.

With any template, you have the ability to customize items and fonts to create a more consistent report.

The beauty of these reports is that multiple pages can be added.

Don’t feel like your entire marketing story needs to be shown on one page!

Every client has different needs, and their reporting should be no different.

The most efficient route I have found is to use and tweak different dashboards based on who the intended audience is.

For example, I may create a different dashboard or report page if I’m talking to a CMO vs. a Product Marketing Manager. Why?

Depending on the role of who you’re talking to, they will understand and interpret data in different ways.

A CMO, for example, doesn’t need to know the “in the weeds” data. They want to know what channels are working, what’s not, and if they’re on track to meet their goals.

Connect A Data Source

Now that you’ve selected a template, it’s time to connect your data sources.

To add a connector to your template, go to Resource at the top navigation, then click Manage added data sources. Then, you’ll click + Add A Data Source.

Looker Studio has 24 Google-owned connectors.Screenshot from Looker Studio, December 2022Looker Studio has 24 Google-owned connectors.

There are currently 24 different Google connectors, such as Google Analytics, Google Ads, Google Sheets, BigQuery, and more.

However, you’re likely using other platforms like social media, third-party tools, CRM systems, and more.

For those non-Google connectors, Looker Studio can connect over 650 different data sources from their partner connectors!

Looker Studio can connect to over 650 partner data sources.Screenshot from Looker Studio, December 2022Looker Studio can connect to over 650 partner data sources.

By using the connectors, it takes the manual tasks and syncs all data for you!

It’d be impossible to list all the available data sources here, but some of the main ones I’ve used in the past include:

  • Supermetrics connectors for:
    • Facebook + Instagram Insights.
    • Microsoft Advertising.
    • Ad + Google Analytics Data.
    • Position Tracking.
    • And many more.
  • SEOMonitor.
  • CallRail.
  • Salesforce.
  • HubSpot.

Most of these data sources come from third-party connectors. Keep in mind that many of them:

  • Additional cost.
  • Can slow down reports.
  • Metrics are sometimes deprecated, meaning it is vital to stay on top of any changes to your report and rebuild metrics if needed.

When adding a data source, you’ll be asked to authorize the connection between accounts.

An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)

An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)

Choosing Metrics That Matter

Speaking of metrics – they matter.

Let’s be real, the worst is when clients open reports and see a complete data dump.

While Looker Studio is completely customizable, this does not mean we should be showing all metrics available.

Does your client care about return on advertising spend (ROAS)? Be sure to include metrics such as spend and revenue.

How about overall brand awareness? Include pre-click metrics such as impressions, clicks, CTR, view rate, etc.

By conveying the proper metrics and insights based on goals, it shows the client that you are listening to them. A win-win for everyone!

How To Edit A Report

Now that you’ve connected your data sources, it’s time to customize that report!

Let’s review this Google Ads template as an example.

First, you’ll want to make sure you’re in the “Edit” mode and not “View.”

An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)Screenshot from Google Ads, December 2022An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)

You can start customizing your report by utilizing the data field sets on the right-hand side.

If you’ve chosen a template like the one above, the first step is to change the data source for each chart you wish to choose.

An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)Screenshot from Google Ads, December 2022An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)

From there, you can choose from any of the different data fields from your chosen data source to change any visualization.

Pick and choose what data fields to visualize in Looker Studio.

Pick and choose what data fields to visualize in Looker Studio.

Not only can you create and edit charts and tables in Looker Studio, but the ability to choose the look and feel of a report is a game-changer for clients.

It gives a sense of consistency across an organization.

A few ways to personalize the style of your report include:

  • Font and background color.
  • Changing comparison metric colors.
  • Text padding to align either left, center, or right.

Pro tip: If you want to change all scorecards or charts at once, simply select all at the same time before.

The style changes will apply to all selections. Another time-saver!

In this example, I changed the report background, scorecard colors, and label fonts to create brand standard consistency:

An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)

An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)

If you’re new to Looker Studio, it will take time, trial and error, and patience to create a report visual that meets your reader’s expectations. Don’t get discouraged along the way!

Adding Report Filters

An efficient way to group multiple visualizations together is by adding report and page filters.

For example, if you wanted all tables and charts to change when editing the date range, you could add a Date Range icon and set it to “Report Level.”

This means that if the report is comprised of multiple pages, whenever the date range is updated, all chart data updates alongside it.

For example, if you wanted to dive into Campaign Type performance, there’s a filter for that!

Simply navigate to the toolbar and choose Add a control > Drop-down list and add the Control field of “Campaign type” as your filter.

Choose different filters for your data to drill down more granularly.

Choose different filters for your data to drill down more granularly.

This allows you to filter the data on that particular page by campaign type.

For example, if you wanted to show how Search performs compared to YouTube, you’d choose from the dropdown in that filter.

By default, filters added are at a page level.

If you wish to make the filter report-level (meaning the filter would appear on each page of your report), simply right-click the filter and choose Make report-level.

Create A Chart

If you’ve gotten comfortable with your Looker Studio experience, let’s dive into how to create a chart from scratch.

The advantage of creating a custom chart is that you’re in full control from the beginning of visualizing exactly what matters most.

The first step is to consider who will be reading this report. Remember to include what data is important to them.

Your chart should tell a story, and it’s up to you to visualize that successfully.

For example, you may want to add an “Overview” table that encompasses the main metrics or key performance indicators (KPIs) that matter to them.

To create a chart, click on “Insert,” which will show you all the different charts to choose from. These include:

  • Time series.
  • Bar chart.
  • Pie chart.
  • Tables.
  • Scorecards.
  • Bullet charts.
  • Much more.

A non-exhaustive list of available data visualizations in Looker Studio.

A non-exhaustive list of available data visualizations in Looker Studio.

In this example, I want to choose a simple bullet chart to add to my CMO Overview page. The goal of this chart is to show if we met our monthly goal of app installs.

The first step is to choose the metric you’re measuring. In this case, I chose “Installs.”

To make this bullet chart effective, you need to add your target/goal. Make sure to check the box that says “Show Target.”

Then, I input different range limits to show the progress.

I kept the last range the same as the target value. You can also put the last range as a higher value than your target, especially if you exceed that target value.

An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)

An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)

So, what does this chart say? It portrays that our goal was 5,500 app installs for the month of November.

According to the bullet chart, they were close to hitting their goal but didn’t quite make it.

Sometimes simple charts are all you need to represent the necessary data.

Like all other elements of Looker Studio, you can modify the style of any chart, table, or element as I did above.

Sharing Reports

The following options are available for sharing a Looker Studio report:

  • Invite people.
  • Schedule email delivery.
  • Get report link.
  • Embed report.
  • Download report.

An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)

An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)

If you want to invite people to access the report in real time, it’s important to check the share settings.

To add someone via email, it must be a Google account email. They can be added as a “Viewer” or an “Editor.”

An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)

An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)

Another data safety measure Looker Studio added was how links to the report can be shared.

You can choose from:

  • Restricted. Only people who you have shared the report with can open the link.
  • Unlisted. Anyone on the internet with the link can view (or edit – choose this setting carefully).
  • Public. Anyone on the internet with the link can find and view (or edit – choose this setting carefully).

An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)

An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)

Another cool feature Google added is the option to limit sharing in the following options. In the share settings, click on the “gear” icon in the right-hand corner:

  • Prevent editors from changing access and adding new people.
  • Disable downloading, printing, and copying for viewers.

An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)

An In-Depth Guide To Get Started With Looker Studio (The New Google Data Studio)

I typically recommend checking the first box to prevent editors from changing access or adding new people.

By doing so, it allows us to maintain control of the report settings and the integrity of report changes.

Get Started With Looker Studio Now

Hopefully, this introduction to Google Looker Studio will empower you to feel more confident in creating personalized reports for your clients and brands.

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Response to ChatGPT $20 Plan: Take My Money!

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Response to ChatGPT $20 Plan: Take My Money!

OpenAI announced a new subscription service to ChatGPT called ChatGPT Plus that offers several benefits over the free version. Fans of OpenAI were wildly enthusiastic about the prospect for a more reliable service.

Many users around the world were pleased to know that the free version will continue to be offered.

OpenAI ChatGPT

ChatGPT is a useful AI tool for writing-related tasks, as well as for obtaining general information.

The free version is used by millions of users. Although it is hosted on Microsoft data centers the service falters during periods of peak usage and becomes unavailable.

OpenAI benefits from the usage because the feedback is useful for training the machine to become better.

The new subscription model is intended to subsidize the free users.

OpenAI Subscription Model

The new subscription version, called ChatGPT Plus, will cost $20/month.

Initially, ChatGPT will be available to users in the United States and will expand to other countries and regions “soon.”

There is no estimate or indication of how soon the service will be available outside of the United States.

But the fact that there’s a waitlist for United States users to subscribe might be an indication.

The Public Is Enthusiastic

To say that potential customers are enthusiastic about ChatGPT Plus is an understatement.

The response on Twitter could be boiled down to one phrase: Shut up and take my money.

 

One person applauded OpenAI for keeping a free version available:

Multiple people asked about plans for non-profits and for students.

This tweet is representative of the requests for student plans:

Future of ChatGPT

ChatGPT will be launching a ChatGPT API waitlist soon, which will open up the service to new ways of interacting with it.

OpenAI also plans to learn more about user needs and how to best serve users during the course of the new subscription service.

Once they have more experience with it, OpenAI plans to offer additional plans, including lower cost versions.

They shared:

“…we are actively exploring options for lower-cost plans, business plans, and data packs for more availability.”

This could have been Google’s win.But OpenAI and Microsoft beat them with a useful product and have captured the fascination and admiration of users worldwide.

2023 is going to be an exciting year of AI driven innovation.

Featured image by Shutterstock/Max kegfire



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Email Marketing: An In-Depth Guide

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Email Marketing: An In-Depth Guide

Email has revolutionized the way people communicate. From facilitating remote work to monitoring bank balances, it has become an integral part of everyday life.

It has also become a powerful tool for marketers. It has changed the way brands and customers interact with each other, providing incredible opportunities to target audiences at each stage of the buyer’s journey.

In other words, when it comes to getting the most bang for your marketing buck, nothing matches the power of email.

Providing an average return on investment of $36 for every $1 spent, email marketing is one of the most profitable and effective ways of reaching your targets.

Globally used by more than 4 billion people, it has unparalleled reach and is perfect for every step of the buyer’s journey, from generating awareness to encouraging brand loyalty.

If you’re not currently using email marketing to promote your business, you should be.

But to reap the biggest benefits, you need to do more than just dash off a message and sending it out to your contacts. You need a strategy that will help you nurture relationships and initiate conversations.

In this piece, we’ll take an in-depth look at the world of marketing via email and give you a step-by-step guide you can use to launch your own campaigns.

What Is Email Marketing?

If you have an email address of your own – and it’s probably safe to assume that you do – you’re likely already at least somewhat familiar with the concept of email marketing.

But just to avoid any potential confusion, let’s start with a definition: Email marketing is a type of direct marketing that uses customized emails to inform customers and potential customers about your product or services.

Why Should You Use Email Marketing?

If the eye-popping $36:1 ROI stat wasn’t enough to convince you to take the plunge, here are some other key reasons you should use email marketing to promote your business:

  • Email marketing drives traffic to your website, blog, social media account, or anywhere else you direct it.
  • It allows you to build a stronger relationship with your targets via personalization and auto-triggered campaigns.
  • You can segment your audience to target highly specific demographics, so you’re sending messages to the people they will resonate with most.
  • Email marketing is one of the easiest platforms to version test on, so you can determine exactly what subject lines and calls-to-action (CTAs) work best.

Even better, you own your email campaigns entirely.

With email, you own your marketing list and you can target your leads however you like (so long as you stay compliant with CAN-SPAM laws).

There is no question that you should be using email marketing as part of your overall marketing outreach strategy.

Now let’s look at some of the different ways you can do that.

What Are The Types Of Email Marketing?

For every stage of the sales funnel, there’s a corresponding type of email marketing. Here are some of the different types you can use to engage your audience and generate results.

Promotional Emails

When you think about email marketing, these types of messages are probably what you think of.

Used to promote sales, special offers, product releases, events, and more, these are usually one of the least personalized types of emails and tend to go out to a large list.

Usually, promotional campaigns consist of anywhere from 3 to 10 emails sent over a specified time frame. They have a clear CTA that encourages the recipient to take the next step of visiting your site, booking an appointment, or making a purchase.

Informational Emails

This type of email includes company announcements as well as weekly/monthly/quarterly newsletters.

They may include information about new products, company achievements, customer reviews, or blog posts.

The CTA is usually to visit your website or blog to learn more about what’s happening.

Welcome Emails

Sent to new customers or people who have filled out a form on your website, welcome emails encourage recipients to learn more about your company or offering.

These commonly include trial offers, requests to book a demo, or other offerings a new customer will find valuable.

Nurturing Emails

Any salesperson will tell you the importance of creating multiple touchpoints with potential customers.

Lead nurturing emails focus on building interest in people who are drawn to a particular offering.

The goal of these messages is to push them to the consideration stage of the buying journey.

Re-engagement Emails

Nurturing emails’ slightly more aggressive brother, re-engagement emails are used to warm up customers who haven’t been active lately.

These tend to be more personalized, as you’ll want to show the subscriber that you know and understand the challenges they’re facing.

Survey/Review Emails

User generated content (UGC) lends your brand an authenticity you simply can’t achieve on your own.

One of the best ways to generate this is via emails soliciting feedback from your customers.

This type of email also gives you insights into your brand’s relative strengths and weaknesses, so you can improve your offerings.

There are a number of other types of emails you can use as part of your marketing efforts, including seasonal emails designed to capitalize on holidays or events, confirmation emails to reassure recipients their purchase was completed or their information received, and co-marketing emails that are sent with a partner company.

In fact, it’s email marketing’s sheer versatility that makes it the cornerstone of any successful marketing strategy. You merely need to decide what you hope to accomplish, then create your campaign around it.

Now, let’s take a closer look at creating and managing your own email marketing.

How Do You Perform Email Marketing?

Step 1: Establish Your Goals

The section above should have made it clear that the type of email campaign you’ll run will depend on what you’re hoping to accomplish. Trying to do everything with one email will lead to confused recipients and a watered-down CTA.

Set one goal for your campaign, and make sure every email in the series works toward it.

Step 2: Build Your List

Now it’s time to determine who will be on the receiving end of your campaign. You do this by building your email marketing list – a process you can approach from several directions.

The most basic way to build an email list is by simply importing a list of your contacts into your chosen email marketing platform (more on that later).

One caveat: Before you add anyone to your list, make sure they have opted into receiving emails from you – otherwise you’ll run afoul of the CAN-SPAM Act guidelines mentioned above.

Other options for building a list from scratch via a lead generation campaign: provide potential customers with discounts, compelling content, or something else of value and make it easy for them to subscribe and you’ll generate high-quality leads.

Some marketers buy or rent email lists, but in general, this isn’t an effective way to perform email marketing.

The primary reason you don’t want to do this is because of lead quality. You’re not going after people who are interested in your brand but instead are blindly targeting leads of questionable quality with emails they haven’t opted in to.

In addition to violating consent laws, which could potentially hurt your IP reputation and email deliverability, you risk annoying your targets instead of encouraging them to try your offering.

Step 3: Create Your Email Campaign

Now that you know who you’re targeting and what you’re hoping to achieve, it’s time to build your campaign.

Email marketing tools like HubSpot, Constant Contact, and Mailchimp include drag-and-drop templates you can employ to create well-designed and effective email campaigns.

We’ll dive deeper into these platforms a bit later, but now, let’s talk about some fundamentals and best practices to help you get the best results:

  • Make your emails easy to read – No one wants to read a long wall of text. Structure your emails using strategically placed headers and bulleted lists for easy scanning.
  • Use images – Ideally, you want your emails to capture the reader’s eye and attention. Visuals are a great way to do this.
  • Write a compelling subject line – The best-written email in the world is useless if no one opens it. That makes a compelling, intriguing subject line paramount. Don’t be afraid to try different iterations, just be sure to keep it short.
  • Add personalization – Emails that are targeted to a specific person, including addressing them by name, are more likely to generate responses. Your email marketing platform should allow you to do this with relative ease.
  • Make conversion easy – If you want click-throughs, you need to make it easy for readers. Make sure your CTA is prominent and clear.
  • Consider your timing – As with most types of marketing, email campaigns tend to perform better when they’re properly timed. This could mean a specific time of day that generates more opens, a time of the week when purchases are more likely, or even a time of year when your content is most relevant. This will probably require some experimentation.

Step 4: Measure Your Results

You’re not going to get your email campaigns right the first time. Or the second. Or the fifth. In fact, there’s really no endpoint; even the best campaigns can be optimized to generate better results.

To track how yours are performing, you’ll want to use the reports section of your email marketing platform. This will help you understand how people are interacting with your campaigns.

Use A/B testing to drill down into what’s working best.

Generally, you’ll want to look at key metrics like:

  • Open rate and unique opens.
  • Click-through rate.
  • Shares.
  • Unsubscribe rate.
  • Spam complaints.
  • Bounces (the number of addresses your email couldn’t be delivered to).

Choosing An Email Marketing Platform

Manually sending out emails is fine if you’re only targeting three or four people. But if you’re trying to communicate with dozens, hundreds or even thousands of targets, you’re going to need some help.

But there are currently hundreds of email marketing platform on the market. How do you choose the right one for your unique needs?

Should you just go with one of the big names like HubSpot,  Klaviyo, or Mailjet? How do you know which one is right for you?

While it may initially feel overwhelming, by answering a few questions you can narrow down your options considerably.

The very first thing you need to determine is your budget. If you’re running a small business, the amount you’re willing to spend on an email service platform is probably considerably less than an enterprise-level company.

If you’re an entrepreneur, you’ll probably find that a lower-priced version of a platform like Sendinblue or Constant Contact provides you with all the functionality you need.

Larger companies with bigger marketing budgets may wish to go with an email marketing platform that provides higher levels of automation, more in-depth data analysis and is easier to use. In this case, you may prefer to go with a platform like Mailchimp or Salesforce’s Pardot.

The good thing is that most of these email service providers offered tiered pricing, so smaller businesses can opt for more inexpensive (or even free) versions that offer less functionality at a lower price.

The next thing to consider is the type of email you want to send.

If your primary send will be newsletters, a platform like SubStack is a great choice. If you’re planning on sending transactional emails, you may want to check out Netcore Email API or GetResponse.

For those of you planning on sending a variety of marketing emails, your best choice may be an option that covers multiple email types like ConvertKit or an omnichannel marketing tool like Iterable.

You can narrow down your options by determining your must-have features and internal capabilities.

Some things you’ll want to consider include:

  • The size of your lists.
  • Your technical skill level.
  • Your HTML editing requirements.
  • Template variety.
  • Your need for responses/workflows.
  • A/B testing needs.
  • Industry-specific features.

While there is significant overlap in functionality between email marketing platforms, each has some variation in capabilities.

Ideally, you want something that will integrate with your other marketing tools to help take the guesswork out of the equation.

You should request demos and trials of your finalists to find which is best for your needs. If you’re working with a team, be sure to loop them in and get their feedback.

Tips For Maximizing Your Results

Email marketing is a powerful tool for any business. But there’s both science and art to it.

Here are some additional tips to help you get the most from your campaigns:

  • Avoid being marked as spam – According to HubSpot, there are 394 words and phrases that can identify your email as junk mail. These include “free,” “lowest price,” “no catch” and “all new.” You should avoid these whenever possible. To be doubly safe, have your recipients add you to their safe senders list.
  • Run integrated campaigns – Email marketing serves to amplify the power of other marketing channels. If you’re running sales or promotions, you should include an email aspect.
  • Clean up your list regularly – Keep your email database up to date to ensure deliverability and higher engagement. If a subscriber hasn’t responded to your re-engagement efforts after six months, it’s probably safe to scrub them from your list.
  • Harness the power of automation – Autoresponders are a great way to follow up with customers and subscribers, or strategically target someone after a certain event or action. Learn how to set this up on your email marketing platform and it will save you lots of time while boosting returns.

Email Marketing Is A Powerful Tool

There’s a reason why email marketing is prevalent in the modern world – it works.

And that means you should be using it to promote your brand and drive sales.

Hopefully, by this point, you have a good idea of not only what email marketing can do for you, but how it works, and how to create and optimize your own campaigns.

There’s really no better way to connect with our audience and convey the value of your brand.

Now get to work – you have customers to attract.

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Featured Image: Africa Studio/Shutterstock



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Twitter Will Share Ad Revenue With Twitter Blue Verified Creators

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Twitter Will Share Ad Revenue With Twitter Blue Verified Creators

Elon Musk, owner and CEO of Twitter, announced that starting today, Twitter will share ad revenue with creators. The new policy applies only to ads that appear in a creator’s reply threads.

The move comes on the heels of YouTube launching ad revenue sharing for creators through the YouTube Partner Program in a bid to become the most rewarding social platform for creators.

Social networks like Instagram, TikTok, and Snapchat have similar monetization options for creators who publish reels and video content. For example, Instagram’s Reels Play Bonus Program offers eligible creators up to $1,200 for Reel views.

The catch? Unlike other social platforms, creators on Twitter must have an active subscription to Twitter Blue and meet the eligibility requirements for the Blue Verified checkmark.

The following is an example of a Twitter ad in a reply thread (Promoted by @ASUBootcamps). It should generate revenue for the Twitter Blue Verified creator (@rowancheung), who created the thread.

Screenshot from Twitter, January 2023

To receive the ad revenue share, creators would have to pay $8 per month (or more) to maintain an active Twitter Blue subscription. Twitter Blue pricing varies based on location and is available in the United States, Canada, Australia, New Zealand, Japan, the United Kingdom, Saudi Arabia, France, Germany, Italy, Portugal, and Spain.

Eligibility for the Twitter Blue Verified checkmark includes having an active Twitter Blue subscription and meeting the following criteria.

  • Your account must have a display name, profile photo, and confirmed phone number.
  • Your account has to be older than 90 days and active within the last 30 days.
  • Recent changes to your account’s username, display name, or profile photo can affect eligibility. Modifications to those after verification can also result in a temporary loss of the blue checkmark until Twitter reviews your updated information.
  • Your account cannot appear to mislead or deceive.
  • Your account cannot spam or otherwise try to manipulate the platform for engagement or follows.

Did you receive a Blue Verified checkmark before the Twitter Blue subscription? That will not help creators who want a share of the ad revenue. The legacy Blue Verified checkmark does not make a creator account eligible for ad revenue sharing.

When asked about accounts with a legacy and Twitter Blue Verified checkmark, Musk tweeted that the legacy Blue Verified is “deeply corrupted” and will sunset in just a few months.

Regardless of how you gained your checkmark, it’s important to note that Twitter can remove a checkmark without notice.

In addition to ad revenue sharing for Twitter Blue Verified creators, Twitter Dev announced that the Twitter API would no longer be free in an ongoing effort to reduce the number of bots on the platform.

While speculation looms about a loss in Twitter ad revenue, the Wall Street Journal reported a “fire-sale” Super Bowl offer from Musk to win back advertisers.

The latest data from DataReportal shows a positive trend for Twitter advertisers. Ad reach has increased from 436.4 million users in January 2022 to 556 million in January 2023.

Twitter is also the third most popular social network based on monthly unique visitors and page views globally, according to SimilarWeb data through December 2022.


Featured Image: Ascannio/Shutterstock



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