Author Archives: Thomas Young

Email Marketing Mishap (Chelsea FC)

As an avid Chelsea fan, I didn’t have a very good Sunday as the team I support lost out to rivals Manchester City in a crushing 3-0 defeat. However, I had only a short time to recollect my thoughts after the game, when to my surprise I was sent a marketing email.

This wasn’t just any ordinary marketing email it was an e-newsletter from Chelsea. Originally I thought this might have been a commiserations email or something to do with the match as I had received this a few minutes after the final whistle.

But it was an email to buy training equipment from Chelsea, with an offer of free delivery on orders over £60! As it was sent so soon after the defeat this made me seriously question the timing (as surely they wouldn’t knowingly send out the email after a crushing defeat).

Although I have considered the following cases which may be how this e-marketing mishap occurred. The first is that they may have scheduled the email completely sure of a victory, so fans may purchase, after a victory over their rivals. With the only other alternative being that they sent the email without even considering the match timing.

In the first case the newsletter creator could perhaps be perceived as naive, in the second case it would be an unfortunate blunder where the timing, of all things, should be highly important. Both cases are more likely to annoy fans, rather than encourage them to buy.

From my knowledge of working in the e-marketing field, to stop this type of mishap happening in the future, I would set-up two email campaign’s, one for each possible result. With someone monitoring how the match result went (in the case of a draw, the most relevant newsletter could be sent) and then sending the relevant campaign, this may mean fans get the newsletter slightly later after the match, but it would be better than the campaign sent out Sunday immediately after a defeat.

Another way to have this completely avoided is to send the newsletter before the game. As this would make the newsletter relevant at the time of sending. Through either of the methods I have mentioned, the newsletter will most likely gain more and have a more positive impact on the fans.

To summarise, the situation for these emails being sent out immediately after the match needs careful review by the Chelsea marketing team, as their e-newsletters are wholly dependant on how the football team are doing and therefore the newsletter sending schedule must be entirely focused around this (especially for the UK Subscriber Base).

SEO Rescue: Avoid Google Penalties

Avoid Google PenaltiesWith all the new Google algorithm updates. SEO players have to respond using the correct Google guidelines. The biggest three updates that Google have produced over the past year are the Panda, Penguin and Hummingbird.

These updates have required SEO experts to ensure they’re using reputable search engine optimisation techniques. Don’t believe me just ask Rap Genius, who were caught spamming links back to their site and were subsequently punished for it.

The first update Panda was made to make sure that quality content was produced and if you were linking sites to a page that had no relevant information on it Google would penalise you for it. The Penguin update was all about back-links which of course was the update that affected Rap Genius. The final update released recently is Hummingbird which picks up conversational concepts and is again built to help show quality content.

A trend which has arisen from these updates is for Google search recovery services. These will help anyone who has bad SEO or been penalised by Google to get back on track using the latest Ethical SEO techniques and re-building a positive relationship with Google.

Our top 5 techniques to avoid being penalised by Google are:

  1. Quality Content – This is key to good SEO and a positive relationship with Google.
  2. Good Linking – The links to your site need to be referred from genuine users and sources and not spammed on either your site or others.
  3. Up to date SEO – Ensure you know what the latest Google guidelines are (normally you’re fine but we think it’s better to be safe than sorry).
  4. White Hat techniques – You may be wanting more visits but if your site is good enough people will come (Don’t attempt any black hat SEO techniques as Google will flag these pretty quickly and may take your site out of their search results).
  5. Don’t Dilute Keywords – We all know keywords are a good way to guide users to your site. However, over use of keywords in page titles, meta descriptions and content can cause your site to rank lower in Google. Repeated offences can cause Google to penalise you.

Stick by these and you should be fine (while improving web content at the same time). If you feel you have been penalised by Google and need help with your SEO take a look at our SEO rescue service.