Shopify Dispatch Issue #177 - Non-traditional holiday marketing, How Google finds webpages

How to send marketing emails for non-traditional holidays

Many customers have asked how to make email marketing a channel to acquire new customers. That's what I do with these emails but it's not something I'm setup to teach about.

But one tactic that can help you get started emailing more often is to use esoteric holidays. A long time ago I received a file from a copywriter who listed a holiday for every day of the year. Even if you only use 10% of those holidays, that's a lot of marketing opportunities.

Sam Greenspan from Jilt goes into this tactic in depth and he includes dozens of example holidays and actual email marketing from stores that used those holidays.

Oh and February 13th is Get a Different Name Day.

How Does Google Find and Index Web Pages?

Armando Roggio answers a fundamental SEO question of how does Google find and index web pages.

One important footnote, he mentions structured data "may contribute to indexing and ranking" which is false. It may contribute to indexing but Google has said that structured data is not a ranking factor so it doesn't not impact rankings. This is a misunderstanding common to many SEOs.

Segment your customers for fun and profit (but mostly profit)

Segmenting your customers has always been touted as a powerful marketing tool but many stores avoid it because it can be time-consuming.

Repeat Customer Insights will automatically segment your entire customer base for you based on the valuable data Shopify has already collected. Ranging from 5 to over 125+ different segments, you can pick how much power you want to harness.

My articles this week

Fixing your broken Shopify urls in bulk

Why Shopify and Google might be counting your repeat customers incorrectly

Lousy customer segmenting from Comcast

Google Search Console updates and removes several reports

JSON-LD for SEO now integrates with Ali Reviews

Eric Davis

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