How Important Is Email Marketing During a Core Update?
By: Fabian Pott
Tags: Google Updates, Latest Google Update 2020, Email Marketing Lists, Google Update 2020, Email Marketing Tips

And why you will sleep like a baby with a decent list of your audience

It’s the beginning of December and Google announced that there is a Google Core Update coming this year: Indeed Google has just announced that the ‘December 2020’ Core Update will be rolled out now. It will be interesting to see which impact this update will have.

Only very few people expected a Google Core-Update this year. Although the last Core Update from May was already more than half a year ago — Google’s recent allusions had rather pointed to the fact that there would be no major changes this year.

But now Google has confirmed that the “December 2020” Core Update will be rolled out. It could take one to two weeks until the update is fully implemented:

The December 2020 Core Update is now rolling out live. As is typical with these updates, it will typically take about one to two weeks to fully roll out.

The Google Core Update and its consequences

Since I have a large network of SEOs and regularly share my knowledge with colleagues in the industry, I know how much some SEOs worry about their rankings.

This fear is not unjustified — but is it really necessary? So let’s talk about the biggest problem for most SEOs.

About 90% of my colleagues rely 100% on the traffic that comes through Google. And I don’t mean paid, but organic!

So what would happen if you own an e-commerce store, LeadGen, or affiliate site that suddenly lost rankings? Traffic drops of more than 50% are not uncommon once a new update has been launched by Google.

Could you still survive with 50% of the traffic? Would half of the traffic be enough for you to make a living? Or would the costs eat you up?

How much would that affect your life?

Many people, and I can absolutely understand this, cannot sleep at night. Yes, sometimes they are paralyzed with fear and focus on nothing but just the rankings — which then changes from weekly to hourly and is more like panic than a professional business model.

Can something be done during a Core Update?

There aren’t many opportunities for webmasters to react directly to such a core update, because it’s not about individual criteria, but rather about criteria such as relevance, quality, and authority.

Websites that suffer losses in the process of a core update often require comprehensive optimization and quality improvements.

Even though Google has repeatedly stated that nothing needs to be done after ranking losses during a core update, there are still some things that can be done.

Why you shouldn’t depend on Google

Although I do SEO and Google is by far my biggest traffic source, I know that I should never depend on SEO all alone.

The crucial reason has already been mentioned because updates can neither be perfectly prepared nor can they be positively influenced in the process itself.

Therefore it’s usually better to buy a glass of red wine and some sleep pills to get through this time as relaxed and calm as possible.

However, this should not be taken literally, because after all, the actual problem is by no means solved. But maybe it helps to keep your nerves…

There is, however, a really sustainable and effective solution to master this problem with excellence. In the following chapter I’d like to go into this in more detail:

9 reasons why you should rely on email marketing

Today, professional e-mail marketing is available to almost every company. All you need is the e-mail address and the consent of the e-mail subscribers and you can start immediately with a campaign that is as simple as it is effective.

Basically, EVERYONE can be hit by this Google Update, even if you have done everything right. But even after that, if you have lost several rankings, you can continue doing business as usual and still use your list to promote and sell your products or services.

So you can at least survive the time the Core Update is running and later as well!

In that sense: If you haven’t made a list yet, you should start today. Various reasons for this and tips on how to use this marketing channel professionally for you and your business can be found below.

In the following, I’ll give you 9 strong reasons for using E-Mail-Marketing and why this is a very good idea. At the end of this article, you will get a summary with the most important arguments and the possibilities that this type of marketing offers.

Reason 1: Simple segmentation

Today, advertising and marketing have to be very closely aligned with the relevant target group.

With e-mail marketing, you have ideal opportunities to segment your subscriber addresses precisely and thus ensure that only those customer groups are addressed for which an offer or information is really important and relevant. This fine selection results in a high response rate.

Reason 2: Flexible personalization

Customers should always be addressed, advised, and treated individually. This can be done easily via e-mail due to the many possibilities for personalization. Individualization is no longer limited to the form of address or a few interchangeable elements.

The content of the entire e-mail can be customized exactly to the individual subscriber without this being connected with a permanently increased effort.

Reason 3: Reliable scalability

If you want to implement marketing activities targeted at a larger group of people, the costs will quickly explode. The cost of a really large campaign also increases dramatically and makes implementation more difficult. Marketing by e-mail, on the other hand, is very scalable.

An e-mail only needs to be created once and can then be sent to any number of people. Thus this marketing instrument always grows together with the company.

Reason 4: Effective emotionalization

Today, advertising and marketing need to convince prospective customers not only on the basis of facts but also address them emotionally. Since e-mail as a marketing instrument offers outstanding possibilities for design, which can also be significantly enhanced by connected landing pages as well.

Therefore all possibilities for an emotional approach are provided here. These can be ideally combined with an adapted call-to-action. As a result, such mails CAN indeed achieve an above-average response rate.

Reason 5: Results happen in real-time

Those who use e-mail marketing don’t have to wait long for the results. As a rule, recipients react very quickly to corresponding e-mails. Depending on the attractiveness of content and the offers, a very high response rate can be achieved.

Since the success of the individual mailings can be determined more or less in real-time, the business owner has a high learning curve. After only a short time, you will develop a good feeling for how a successful mail should be designed.

Reason 6: Manageable and transparent costs

The costs of using e-mail marketing are comparatively low. This is mainly due to the amount of work involved, i.e. text, design, and programming. The actual sending, regardless of the number of receivers, is no longer associated with significant costs.

Since the effect can also be seen very quickly, there is a quick return on investment. Thus, transparent, lower costs, and fast results are the most convincing features of this marketing channel.

Reason 7: Simple A/B testing

Before newsletters are sent out to a large audience as part of an e-mail campaign, you have very simple options for testing the expected performance in advance. For this purpose, different versions of the mailing are sent to a few addressees at a time. Now you simply evaluate the reactions and find out which mail draft has the best chances of success.

Reason 8: Suitable for Omnichannel campaigns

The importance of omnichannel approaches in modern marketing is becoming increasingly important. The aim is to maintain contact with potential and existing customers via as many channels as possible.

Newsletter marketing is particularly well suited for this purpose, as it allows you to easily integrate a wide variety of channels. E-mail contacts can be made, for example, via websites or social networks, while the following e-mails combine exactly these channels.

Reason 9: Independence from third-party providers

Many advertising and marketing formats can only be used today if you work together with third parties. Just think of the activities of Google, Facebook & Co.

If you decide to use e-mail marketing, you will remain completely independent of such companies and build up the necessary potential yourself. In this way, you have the best possible influence and always keep the costs under control.

Final thoughts

I have now given you a brief overview of the most important advantages of e-mail marketing and thus presented an important tool. Besides the low and transparent costs, the possibilities of marketing automation, individualization, and the segmented approach to the subscribers are particularly convincing. The short reaction times of the contacts allow an instant and precise measurement of the success of a campaign and ensure fast results — which are required when hard times are happening!

But the most important thing is: You finally become independent from Google! Sure, it may take some time, but like everything, in life, you should always practice a long-term approach!

Do you want to get 100% dependent on SEO and all the upcoming Google Updates?

If not, then give it a try!

For more information just sign up for our newsletter and get all information you’ll need to get back on track after ANY update!

All the best,

Fabian