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What Is Mobile Marketing?

First, a quick definition: Mobile marketing is the art of marketing your business to appeal to mobile device users. When done right, mobile marketing provides customers or potential customers using smartphones with personalized, time- and location-sensitive information so that they can get what they need exactly when they need it, even if they’re on the go.

I would tell you that mobile is the future of marketing, but really the era of mobile has already arrived. If you’re not implementing some kind of mobile marketing strategy, you’re already trailing behind!

As you can see from the graph below, more users are spending larger amounts of time engaged with mobile devices than ever before. We can expect this trend to continue even further in the future, so get ready!

How Does Mobile Marketing Work?

Mobile marketing consists of ads that appear on mobile smartphones, tablets, or other mobile devices. Mobile marketing ad formats, customization, and styles can vary, as many social media platforms, websites, and mobile apps offer their own unique and tailored mobile ad options.

Why You Need a Mobile Marketing Strategy

Your business needs a mobile marketing strategy for the same reason that you need a computer and wi-fi access – this is the age in which we live! Walk around any major city and you’ll find more than just a few folks with faces glued to their smartphone screens. According to recent reports, 40% of users’ internet time is spent on mobile devices, which means simply ignoring the rise of mobile just isn’t an option.

Some other interesting mobile marketing statistics:

  • 80% of mobile device time in spent on apps, with game apps eating up the largest percent of app time
  • People browse 70% more web pages on tablets than smartphones
  • Retail conversion rates are 2.2% on tablets, considerably higher than 0.7% on smartphones, but traditional PC conversion rates are still highest at 3.3%
  • Mobile searches have increased 200% year over year in 2012
  • Mobile is predicted to surpass desktop in 2014

Mobile is here to stay, and if forecasts are correct, it will soon by eclipsing desktop usage. If you don’t have a mobile marketing strategy yet, it’s time to get going!

Types of Mobile Marketing Strategies

There’s a healthy variety of mobile marketing strategies to try. The kind that works best for your business will depend on your industry, target audience, and budget.

App-based marketing: This is mobile advertising involving mobile apps. While 80% of mobile time is spent engaged with apps, you don’t have to create an app yourself to get in on the action. Services like Google AdMob help advertisers create mobile ads that appear within third-party mobile apps.

Facebook also allows advertisers to create ads that are integrated into Facebook’s mobile app. Facebook’s mobile Promoted Post ads integrate so seamlessly with Facebook’s news feed that users often don’t realize they’re looking at ads.

In-game mobile marketing: In-game mobile marketing refers to mobile ads that appear within mobile games, like in the example below. In-game ads can appear as banner pop-ups, full-page image ads or even video ads that appear between loading screens.

QR codes: QR codes are scanned by users, who are then taken to a specific webpage that the QR code is attached to. QR codes are often aligned with mobile gamification and have an element of mystery to them, since users who scan them don’t always know exactly which rabbit hole they’re jumping down.

Location-based marketing: Location-based mobile ads are ads that appear on mobile devices based upon a user’s location relative to a specific area or business. For example, some advertisers may only want their mobile ads to appear when users are within a 1-mile radius of their business.

Mobile search ads: These are basic Google search ads built for mobile, often featuring extra add-on extensions like click-to-call or maps.

Mobile image ads: Image-based ads designed to appear on mobile devices.

SMS: SMS marketing involves capturing a user’s phone number and sending them text offers. This is considered somewhat passé.

Mobile Marketing: Google AdWords Enhanced Campaigns

On July 12, Google rolled out Enhanced Campaigns for all AdWords users, integrating mobile advertising options with classic online AdWords advertising.

Enhanced Campaigns allow advertisers to manage their AdWords bids across various devices in one single campaign, rather than make separate campaigns for mobile vs. desktop. AdWords advertisers can simply take the Google search ads they already use, and then set bids to adjust for mobile devices. To increase bids for mobile devices, users can set a positive bid adjustment, such as +20%, and vice versa – a bid adjustment of -10% reduces the bid by 10% for mobile devices.

mobile bid adjustments

Enhanced Campaigns image via siteproppc.com

It’s in Google’s best interest to make mobile marketing easy for advertisers – Google generates a hefty amount of revenue from mobile ads.

Google’s Enhanced Campaigns allow for advertisers to manage bids across devices, locations, and time with ease. Some advertisers may choose to bid higher for users on mobile devices who are within a certain range of their store, or may only want to bid on mobile devices during their store’s open hours, and Enhanced Campaigns make that an easy possibility for advertisers.

Google Mobile Ad Extensions

Creating mobile search ads with Google also lets you take advantage of Google’s nifty mobile ad extensions, which include features like:

Mobile Site Links: Mobile site links make it easy for mobile users to jump to specific pages of your site without wandering around. Site links are especially useful in mobile marketing, as it’s much more convenient for users on mobile devices.

Click-to-Call Mobile Ad Extension: The click-to-call extension puts a “call” button directly beneath an ad. Clicking the button automatically generates a business’s phone number on a user’s mobile device.

While this handy ad extension makes it easy for searchers to get in contact with your business and drives users down the conversion funnel, it’s best to only have the click-to-call mobile ad extension appear when your business is open and able to answer the phone.

Click to Call Mobile Marketing

AdWords mobile call extensions

Google Offers for Mobile: The Google Offers mobile ad extension lets advertisers post a discount offer or coupon beneath their ad. These special offers can capture the attention of users who might otherwise ignore an ad.

mobile marketing trends

Google offers for mobile

Click-to-Download Ad Extension: The click-to-download ad extension is similar to the click-to-call, only instead of generating a phone number, clicking the “download” button takes users to the download page of the advertiser’s pre-selected app.

what is mobile marketing?

Click-to-download mobile ad extensions

Local Ad Extensions: Local ad extensions are probably the most important extensions for mobile, considering that 1 in 3 mobile searches have local intent. Considering how many mobile searches are questions looking for a local solution, local mobile marketing needs to be a key aspect of your mobile strategy.

Local mobile marketing extensions often involve a phone number or link to Google Maps.

local mobile marketing

Local ad extensions on mobile

Mobile Marketing Best Practices

We’re leaving you with some quick mobile marketing tips to make sure you make the most of mobile.

  • Be Clear and Concise: Mobile devices have small screens, which means words should be used sparingly. Cluttered and crowded ads will just drive users to scroll past. When it comes to mobile, it’s best to keep things simple.
  • Optimize for Local: Be sure to remember that 1 in 3 mobile searches have local intent. Users often use mobile devices to complement their immediate worldly interactions – where is the nearest gas station? Is there a nearby coffee shop that has wi-fi? Optimize for local mobile marketing to make sure you are aligning with users’ queries.
  • Consider Your Audience: The type of audience you’re hoping to reach should influence the kind of mobile ads you use. Are they gamers? Then try taking advantage of in-game ads. Are they young and tech-savvy? Mobile Facebook Promoted Posts might be more likely to get their attention.
  • Experiment with Different Strategies: There’s a lot of room for experimentation when it comes to mobile marketing. Don’t be afraid to test out some ad extensions with your AdWords Enhanced Campaigns – try the Google Offers ad extension, or the click-to-call extension, and see how they work for you.
  • Benchmark Your Results: Experimenting is great, but there’s no point in trying new techniques if you’re not tracking your results to see what works and what doesn’t. Try the AdWords Grader to see how your mobile PPC ads are performing.

Is your email list growing? If so, by how much? Research shows that successful marketers see 38% list growth every year, that’s about 3.2% each month, according to Marketing Sherpa.

To be successful, you have to make continuing efforts to grow your email list. But, with so many marketing tasks, finding time to add contacts isn’t always easy.

However, there are a few simple ways to keep subscription rates growing without spending a lot of time recruiting.

Here’s a look at four ways to grow your email list, along with a list of tools to make it so easy you can almost “set it and forget it.”

1. Add a signup form to your website to grow your email list

One of the best ways to entice visitors to join your email list is through signup forms. You’ve probably seen them on websites before but might not know what they’re called. This is a basic sign up form that’s on the American Red Cross website:

This small form sits on a website and gives visitors an opportunity to sign up for a company’s emails. It has a basic design that explains what subscribers get for signing up and has a spot for visitors to enter their email address.

Sign up forms can be a little more complex, but the overall point of a signup form is to collect email addresses.

The key to creating a successful signup form is to keep it simple. You should only ask for basic information. Research shows 60% of brands only ask for 2-4 pieces of information per form. In other words, ask for a visitor’s name and email address, and maybe one or two additional pieces of information like a hometown or job title.

Tools to create sign up forms

Pinpointe users can create a signup form in a few clicks. Any contacts gained go directly into your Pinpointe account, so you don’t have to download any spreadsheets or manually enter email addresses. To set up a signup form on your website, use these simple instructions from Pinpointe.

If you’re not a Pinpointe customer, there are additional tools you can use to generate a signup form for your site. Here are a few options:

  • JotForm. Create sign up forms and any other kind of form you can think of including surveys or registration cards for events.
  • Email Subscribers and Newsletters. If you’re a WordPress user, this is a simple plugin with high customer satisfaction ratings that you can use to create an email sign up form.

2. Give pop up messages a chance

Pop ups get a bad rap. Brands are hesitant to use them because they don’t want to annoy customers or cause them to leave their site prematurely. It’s true if you’re bombarding your customers with a ton of pop ups as soon as they arrive on your site, visitors will be annoyed.

However, if you use pop ups correctly, they can give your email list a big boost – and won’t bother your visitors. How? It’s all about using pop up messages at the right time. Here’s when a pop should appear:

  • At the end of an article

Once a visitor has finished reading an article on your website or blog, it’s a great time to ask for his or her email address. After reading content, visitors are engaged so a pop up that gives them access to more great content makes sense. It isn’t intrusive.

  • When a visitor is about to leave

You can trigger pop ups to appear when a visitor is about to leave your site. If they are already on their way out, you know you aren’t interrupting their site experience. By showing a pop up, visitors can easily sign up for your email list before leaving. Here’s an example:

A pop up should also have a clear, short message. Tell subscribers why they should give up their email address, and consider sweetening the deal with a coupon. For instance, “Join our email list and get 10% off your first purchase.”

Tools to create pop ups

There are a lot of pop up tools out there. Here are a few you can choose from:

  • PopUp Domination. This tool is probably the most well-known popup tool. It’s easy to use, offers premade templates so you don’t need any design or coding skills, and lets you set pop ups to appear when you want.
  • OptinMonster. Another tried-and-true popup tool, OptinMonster gets a lot of acclaim for letting its users place pop ups in a variety of different places like on the side of a website or at the very bottom.
  • PopupAlly. WordPress users can check out this plugin that lets you create pop ups for free. Yes, free. It’s a good way to see if pop ups are effective for your site before paying to use a premium tool.

3. Put a sticky top bar on your homepage

Turn website visitors into subscribers with a sticky top bar. What’s a sticky top bar? Look at the red arrow below. It’s pointing to a small blue bar at the top of this website that says, “Free ProBlogging tips delivered to your inbox” and asks for a visitor’s email address. That’s a sticky top bar.

It’s “sticky” because it’s always there. It doesn’t appear when a visitor is about to leave or slide in when a customer makes a purchase. It lives at the top of the page. Period.

Sticky top bars have become quite popular, probably because they’re not intrusive and don’t take up a lot of space.

To use top bars effectively, you have to create a short message. Space is limited, so you have to choose your words wisely to entice visitors to subscribe. Tell subscribers what they get when they sign up or draw them in with a sweet deal.

You can also create a series of sticky top bars that actually switch while a visitor is on your site. You might have 2-4 different messages on rotation. One might encourage visitors to subscribe to your newsletter, while another asks visitors to sign up for an upcoming webinar.

It’s like a mini advertising bar that you can use to promote your business. You can even use the bar to promote a certain part of your website and provide a link to send visitors there.

Tools to create sticky top bars

If you like the idea of a sticky top bar, check out these tools:

  • Hello Bar. This tool is user-friendly and offers targeting tools so you can decide which visitors see the bar. Different users are exposed to different messages, which can help you provide a more personalized site experience.
  • WordPress Notification Bar. WordPress users have access to this handy plugin that lets you use the sticky top bar anyway you see fit. Promote a YouTube video, show a countdown timer for a flash sale or collect email addresses.

4. Add a subscriber box to your email signature

Why not add to your email list as you’re sending emails? You can use tools to create an email signature that allows people to subscribe to your list. Take a look at the example below:

Think about the number of emails that you send every day. By 2019, the average person will send and receive 246 emails, according to estimates from Radicati.

Your personal email list holds a lot of potential. Give the people that you speak with on a regular basis the chance to learn more about your business by adding a subscribe feature to your email signature.

Tools to create an email signature

Email signature tools can turn an ordinary signature into the most eye-catching part of an email. Most tools will incorporate your picture, work phone number, website, social media buttons and an email sign up feature.

Here are several tools you can use to gain subscribers as you create and send emails:

  • Wise Stamp. The go-to email signature tool is Wise Stamp. This tool offers a newsletter app that lets you create a small line of text to encourage email sign ups.
  • Exclaimer. This tool gives you a basic email signature – for free. It doesn’t have a specific email sign up button but if you have a signup landing page, you can add that URL to your signature. Granted, it’s not as recognizable, but if you’re looking for a free tool it can work.

our company has set up an e-commerce website to advertise your product and make it convenient for customers to make purchases. You have to keep these products moving to ensure the revenue keeps flowing. You want to establish positive relationships with customers so they will be loyal to your company’s brand.

However, in the quest to build those positive, long-term relationships, you may have sabotaged your e-commerce website.

It can happen to the best of us.

If you’re not seeing the purchases or number of returning customers you were expecting, your current e-commerce setup could be to blame.

Small businesses, especially those who are new to the e-commerce scene can get overly zealous in creating their website. After all, your new product or service is the next big thing and you need the most sophisticated e-commerce site with all the bells as whistles.


While an in-depth, complex e-commerce site may make your brand look professional and your company bigger than it actually is, it can be a nightmare for the user’s experience. If the navigation or check-out process is too cumbersome for customers, it can chase customers away. In fact, the more complex your site, the more possible ways you could create speedbumps for your customers.

So, what could be killing conversions on your e-commerce site?

Here are some of the most common mistakes that lead to shopping cart abandonment instead of a transaction:

A Non-Customer-Friendly Design

According to SEMrush, designing the look and function of your e-commerce site based on your preferences, and not what is interesting and convenient to the customer, is the first of several e-commerce conversion faux-paus businesses make.

Business owners need to know that what looks good to them doesn’t automatically translate into a successful e-commerce site. In fact, in many instances, the preferred web design of a business owner makes for a site with an unclear message and a confusing check-out process.

To avoid this mistake, you can conduct user experience testing using website analytics and an unbiased 3rd party. These will help you see how customers proceed through your website storefront and where they leave. You’ll then be able to make the appropriate adjustments to the site.

Focusing on Creativity instead of Conversions

It can be easy to think an artsy e-commerce site will attract attention and compel customers to try something fresh and new, but if it isn’t balanced with clear navigation, messaging, or check-out processes, it won’t help your business any more than a tutorial for a web design class.

Even if your targeted customers are of the young and hip crowd, your main objective should be to get conversions, not impress them with your creativity.

Again, conduct user experience tests, making sure your sales funnel is clearly defined and fixing steps where customers either leave the site or deviate from the desired purchasing action.

Forcing Unnecessary Actions and Steps

Customers demand a quick and easy check-out. That’s why they’re taking to the convenience of buying your products online rather than at the store. Their lives are busy and they expect a hassle-free online buying experience.

Pop-ups forcing customers to subscribe for future deals or to register to complete their purchase is a sure-fire way to get them to abandon their online shopping cart, causing you to miss out on a transaction.

People like the privacy and anonymity of shopping online. When you force them to share their name, email or phone number, you’ve impeded on their trust.

While the intent to build a long-term relationship with your customers through a registration process is a valid goal, your site will see more transactions if you allow customers to purchase products via guest checkouts. You can start to offer benefits for registering later.

Changing Tried and True Web Design in the Name of Innovation

Over the years, web design best practices have been refined through extensive user experience studies. The studies show that customers expect e-commerce sites to have a familiar framework that features a checkout or shopping cart on the top right corner, search refinement features along the left side and pictures and snippets of information for each product.

When you decide to make your e-commerce different from the tried and true template shoppers are familiar with in the name of innovation and uniqueness, you’ll likely end up costing your company valuable revenue from lost sales.

Your customers will feel more confident and sure of their purchases if all the buttons are in the familiar places. As mentioned earlier, their lives are busy. If your e-commerce site is laid out differently than all the others, customers will get frustrated at the time they waste trying to navigate it.

What’s the lesson? Don’t tinker with a web design layout that works in the name of “uniqueness.”

Not Being Mobile Friendly

Activity on smartphones now surpass what is done on desktop computers. Smartphones bring the internet to users on the go, wherever they are a – which aligns perfectly with the busy, fast-paced lives we have.

Chances are, your customers are on the go. They want to make purchases at a time and a place that works best for them.

If your e-commerce site is not formatted to fit the tiny screens of a cellphone or perform or behave as well as your desktop site, you’re missing out on a lot of business.

A mobile site looks and acts differently from those on desktop computers. Consider this when designing your e-commerce site.

Poor Site Performance

Your e-commerce site can be chock full hi-resolution images and video, but those are the same elements that can impact your page’s performance.

Images that load slowly are bad for your business as it frustrates and inconveniences your customers. A delay in page load time of even one second can put a dent in the number of conversions on your site. Your customers want their stuff and they want it ASAP. If the page takes a second or two too long to load, they will go somewhere else.

A slow-loading page also has a negative result on your page’s search rankings, meaning less people will find and visit your site.

When considering your e-commerce page’s loading times, also test the mobile version. In many cases, the broadband of computers make webpages load faster than the mobile networks on cellphones. With the prevalence of cellphones, it’s important that the mobile version of your e-commerce site isn’t too slow either.

Complicated Checkout Processes

One of the standard best practices is to use as few clicks as possible to complete a transaction. However, many companies require customers to jump through too many unnecessary hoops (or clicks) to finalize a purchase.

Customers expect a quick, easy and hassle-free online buying experience. If you hinder their transaction with numerous, unnecessary steps, they will give up and abandon their shopping cart and your e-commerce page.

When designing your e-commerce site, aim to have the whole transaction process completed in three clicks or less. Then, you can even push the account registration a little more, showing your customers that the process can be even more convenient.

A Low-Profile Shopping Cart Button

It is common for customers to visit a site, save a product to their shopping cart, and then forget about it. This is the result of a shopping cart that isn’t noticeable.

To remind customers of products in their shopping carts, implement a pop-up over the cart with the number of items saved there.

A Slow Shopping Cart

Similar to a slow website, a slow-loading shopping cart can be just as frustrating to customers. Customers are not willing to wait for a shopping cart to refresh when the products in a cart are edited, fees are calculated, or coupons being applied.

Surprise Shipping Costs

Not many people like surprises, especially when they are shopping and expecting to pay more than they thought they would. If someone is looking to spend only a certain amount on a product, he or she will likely abandon their shopping cart when the cost summary appears with additional fees and shipping costs.

There are multiple ways of handling the shipping costs dilemma. These include:

  • Offering everyone free shipping (internationally or nationally)
  • Offer free shipping on orders of a certain amount
  • Having a fixed shipping costs on all products
  • Being up-front about the addition of shipping costs

Let customers know from the get-go they are responsible for paying the shipment costs. Providing a highly visible shipping cost calculator can help customers know exactly how much they can expect to pay.

If you’re offering free shipping, clearly state the terms and conditions directly on the product pages so customers will know if and how much they can expect to pay in shipping costs.

Start Optimizing Your Site for Conversions

Setting up an effective, successful e-commerce site takes planning and thought. Designing a website with the above elements in mind can give your customers a better online shopping experience which can lead to an increase in conversions.

Just remember two things: it’s never too late to start optimizing for conversions, and it’s never something you can ignore. Best practices are changing all the time, and there’s always something you can do to increase your conversions a little more.

Want to know how Google assesses the ‘authority’ of websites page? It sounds typical.

But let’s be honest – as best as an SEO expert can tell, Google doesn’t use any such tool to measure the authority of web pages. Rather keeps itself a variety of secret signals for determining authority on a page-by-page basis.

As simple as that there may be some chances in future, but it is difficult to predict.

Think twice if you are a fresher and attempt to build the popularity and authority of your website. It can be challenging. There is no short-cut way. Google puts heavy restrictions on black hat SEO tactics. Resource listing, sharing a new piece of content can be fruitless.

At the time when Google first came, it introduced PageRank Toolbar, the only one authority feature to measure the site’s authority.

PageRank was all about looking at links to sites. Google considered the number of links to score that page.

Every page with a lot of PageRank and Authority weren’t considered to reach the Google’s top search results, however. The relevant words within links had carried a great impact in this concern. They themselves were taken into account. There were some other factors also that played a big role.
But now PageRank is futile. The search engine itself doesn’t consider it. That means PageRank – once a common tool partly reliable for determining a site’s authority – is dead?

Authority of pages

Things have changed in 2017

Things have gone replaced by new changes now. New tools are adopted by SEO experts.However content and links are still important ranking signals.

As of now, Google has no single tool to measure the authority. It considers a bunch of things together to increase the amount of authority in our results. But officially, Google doesn’t reveal that.

What Google uses for ranking?

Google uses signals to increase website ranks.

Rank Brain – one of the parts of Hummingbird search algorithms – reads the words on a webpage. So in that case, words are a signal.

What is a signal?

  1. Rank Brainreads the words on a webpage. So, words are signal.
  2. Some words are bold, it will be another signal
  3. If the page is mobile-friendly or responsive, it is another signal that’s noted.

Google has over 200 major ranking signals that are counted. There are probably ten thousand sub-signals evaluated by the search engine.

All these signals and sub-signals are evaluated to increase a website rank.

RankBrain is the third-most important signal that contributes to a search query result.

What about the first- and second important signals?

Google does not confirm it. On the basis of our experience, we can assume:

  1. Links are the most important signal
  2. And “words”used in the content are the second one
  3. Yet, it’s tough to confirm links are first, or words are first and vice versa.

Bear in mind that even if you have added a few links to a page, it can gain more authority than the page you have listed so many links. It’s all about the relatively remarkable of pages from where the links have been listed.

So, always think twice before adding links to your pages. First, analyse how important the links are.
Secondly, words include everything. Right from the content available on the page to how Google takes the words people enter into the search box.

Conclusively, we can say that links and content are pretty much right. They are the first two factors Google considers to measure the authority of web pages.

In 2015 Google launched Postmaster Tools for domain reputation understanding. Over time these tools have been tweaked and upgraded and Google anti-spam algorithms (powered by machine-learning) have become more sophisticated and powerful.

Now email senders should pay attention to email engagement to get better deliverability in Google Mail (Google Apps & @googlemail.com, @gmail.com).

I have gained experience working with Google Postmaster tools and I’m happy to share it with you here.

How to get started?

Step-1: You will need the existing Google App or @gmail.com email, if you have it, go to Step-2, if you don’t – create it here.

Step-2: Log into your account and go to postmaster.google.com.

Step-3: Click on “+” icon to add your domain from which you are sending emails.

Step-4: You will be required to verify the ownership of your domain in one of two ways.

  • A – Adding TXT records in your domain DNS settings (similar to when you authenticate your domain with Mailigen).
  • B – Adding CNAME in your domain DNS settings.

Step-5: When given records in your domain DNS are added, click on verify.

Step-6: Finally click on your verified domain to see the results (if the tool shows “No data to display”, make sure that you are sending domain authenticated campaigns up to the order of hundreds).
If you need help to get started, contact us!

How to understand each tool?

SpamRate – Shows the volume of spam complaints (abuse). Only emails authenticated by DKIM are eligible for spam complaint calculation. You should keep spam complaint rate below 0.1%

Google Postmasters Spam report.

Example of High-level domain reputation group spam rates (last 30 days).

IP reputation – Shows the reputation of IPs from which you send out emails. By clicking on a data point, you can display a sample of IP ranges from which your emails were sent.

IP reputation report in Google Postmasters

Example of good engagement campaign sending IPs reputation (last 120 days).

Domain reputation – Shows the level of your domain reputation.

Google Postmasters domain reputation report.

Example of good engagement campaign sending group reputation (last 120 days).

Meaning of reputation levels:

Bad – a history of sending an enormously high volume of spam. Mail coming from this entity will almost always be rejected at SMTP or marked as spam.

Low – known to send a considerable volume of spam regularly. Mail from this sender will likely be marked as spam.

Medium/Fair – known to send good mail, but is prone to sending a low volume of spam intermittently. Most of the email from this entity will have a fair deliverability rate, except when there is a notable increase in spam levels.

High – has a good track record of a very low spam rate, and complies with Gmail’s sender guidelines. Mail will rarely be marked by the spam filter.

  • Spam filtering is based on thousands of signals, and Domain & IP reputation is just two of them.
  • If your domain reputation is lower than IP reputation, you should pay attention to email engagement and find out which part of your content is with low, bad deliverability in Google.

Feedback loop – Shows the volume of spam rate. You should keep spam rate below 0.5% to avoid Mailigen account suspension.

Google Postmasters Spam Feedback Loop report.

Example of campaign sending group that is enrolled in Google FBL where one sender got 0.7% spam rate for all his send-outs (last 7 days).

Authentication – Shows traffic that passed SPF, DKIM & DMARC, over all received traffic that attempted authentication.

Google Postmaster Authenticated traffic report.

Example of mailigen.com domain authenticated traffic rate (last 7days).

warning (!) – as an Email Delivery Expert, I recommend to use DMARC tools, like DMARCIAN , to monitor DMARC success rate & Email Fraud.

Encryption – Shows TLS encrypted traffic vs. all mail received from that domain (Mailigen sends out TLS encrypted emails).

Google Postmasters Encrypted Traffic report.

Example of campaign sending domain group encrypted traffic rate (last 120 days).

Delivery errors
 – Shows rejected/temp-failed traffic vs all authenticated traffic coming from that domain, within a single graph.

Google Postmasters Delivery Errors report.

Example of domain delivery error rate where the reason was – Dmarc policy of the sender domain (last 7 days).


Can I add other users who will be able to manage my domain reputation?

Yes, just click on manage users, then on “+”  and add your domain manager @googlemail.com, @gmail.com or Google Apps email address!

Adding additional users to Google Postmasters.


Anand : First of all, I would like to thank Ajay for taking the time out from his schedule to share his views on various aspects of software testing with us. Ajay is an inspiration to many people in the software testing world. With his dedication to the craft and passion for the learning and sharing, he has helped many testers around the world. Ajay has presented in many conferences around the world including a keynote at CAST 2015.

We are honoured and privileged to have Ajay with us today.

Anand: Thank you for taking the time to talk to us Ajay, Appreciate. To start with, tell us something about yourself.

Ajay: Hello, I am Ajay and a software tester. I have spent my last eleven years learning about software testing, problem solving and how to think well. I like to meet software testers and understand their perspective of software testing.

Anand: When did you start your career in software testing? Was it something that just happened or did you choose software testing as a career?

Ajay: I was offered the position of Associate QA Engineer at my first job. I liked the subject Total Quality Management in my engineering degree and the passion seems to have helped me get the job of a software tester. Even after the interview, I did not know what is software testing. I did not want to take up another offer for the fear of being asked to program. After the initial software testing training at my job, I had more questions than answers. Maybe, that is when the software tester inside me was born.

Anand: When did you become seriously passionate about software testing? How did that happen? Was there any trigger?

Ajay: As I had many questions, I started searching for answers. I wanted to be the best software tester. When I searched for “How to become the best software tester???, one of the Google search results was the video by James Bach: Becoming a software testing expert.

Another important trigger was an email sent by my colleague about a testing workshop by Pradeep Soundararajan. I attended that workshop and that led me to discover the beautiful world of software testing and how the testing community is alive and learning all the time.

Anand: How do you know if a tester is not passionate or engaged with the craft? What are the signs?

Ajay: Most of the times, you will know it when you talk to a tester. Some of the signs I look for are:

  • Do they ask sensible questions or are they happy doing what is told to them
  • Do they invest in their learning or wait for the company to sponsor their learning. It is not always the money but the motivation to spend time in self-learning. For example, Srinivas Kadiyala spends time outside his office hours to learn about software testing.
  • How does one practice software testing?
  • Are they proud of their work?
Anand: When you look at your journey so far, what makes you feel good and satisfied?

Ajay: I got an opportunity to learn from many thought leaders as part of the workshops, testing meetups and conferences all around the world. That makes me happy and feel lucky to be associated with the thought leaders. Many testers are unaware that there is an active community which thinks and works on software testing apart from their day to day office activities.

I have experienced multiple conferences like CAST, EuroSTAR, Agile Testing Days, Mobile App Europe, VISTACon, STePINSummit, Unicom’s WCNGT, Think Test, QAI Conference. Also, the experiences at workshops like Problem Solving Leadership, Rapid Testing Intensive, Rapid Software Testing are going to help me for a long time.

Anand: Tell us something about the books you have read related to software testing. Which books would you recommend and why?

Ajay: The first books that helped me understand more about software testing are:

  • Testing Computer Software
  • Lessons Learned in Software Testing

Then, I was introduced to the world of Jerry Weinberg’s books like Perfect Software and Other Illusions about Software Testing, Are your lights on?

Then, you start picking up books specific to the problem you are facing right now at your workplace. I loved the book on Mobile app testing by Jonathan Kohl when I was testing mobile apps.

Anand: What are your views on different styles of testing such as scripted, exploratory, in an agile context, and so on? What is your style?

Ajay: As long as the customer is happy, I am happy to follow any style. Personally, I prefer exploratory testing approach. I believe that a skilled tester can adapt to any style especially agile contexts where there is constant change and feedback loops.

Anand: What is the biggest contribution a tester can make in a project?

Ajay: Our role as testers is to gather information to the management about the quality of the product, project and the testing efforts. I love talking to as many stakeholders as possible, understanding everyone’s expectations and alerting any discrepancies. A tester’s biggest (one of the biggest) contribution would be to understand that things can be different than what it appears to be. A tester should be able to sniff out problems and be courageous enough to share it with the stakeholders.

Anand: What changes have you noticed in the role of a tester? How is it evolving?

Ajay: When I started as a tester, it was considered as the last line of defence and testers were blamed for any bugs in production. Slowly, they were involved in meetings where developers discussed the product design and were encouraged to understand the underlying technology. Now the testers are slowly asked to come out of the silos and be involved right from the start. Even with all these changes, one thing remains constant and I like that. The testers need to be constantly working on their skills. The testers should understand that testing is their core skill and irrespective of the context they are in, skills like questioning, critical thinking, observation, manipulation, resourcing are always in demand.

Anand: Do you have any advice for the people who are still discovering if testing is for them or not?

Ajay: Anyone can test. To test well, you need to work on your skills. So find out if you are ready to put in the long hours to hone your skills. The journey to become a skilled tester is never ending and interesting at the same time.

Testing doesn’t mean no coding. It doesn’t mean working alone. Read the blog posts by testers all over the world and see if it interests you. Talk to the testers from the community on Twitter, Skype and clarify your doubts.

Anand: Thank you, Ajay, for sharing your views with us. Your insight and work on software testing have helped many testers around the world. We hope that you will continue to contribute to this community of software testers and help it move forward. Once again, sincere thanks for taking the time out to share your views with us.

To our readers, if you like the views and insights shared by Ajay, please share it in your network on Linked-In, Facebook, or Twitter.

When it comes to agile development, speed is everything. The need for speed is more crucial for user centric applications, where the pressure to innovate quickly is high.  The goal of every Dev Ops team is to a sustain continues delivery process that can help release the newer & improved version of the software faster.  While focusing on speeding up the development life cycle, many enterprises ignore the testing process. An agile Dev op needs an agile QA to be successful.

Need For Continuous Testing & Test Automation

In the agile development model, continuous testing plays a crucial role. Testing helps in easy identification & resolution of software defects.  The sooner the defects are found and fixed, the lesser is the cost to business. Integrating an adequate testing process in early stages of production enables faster recovery in case of unexpected events or defects in the product. A Continuous delivery model thus requires a Continuous testing process. This is possible only through test automation. An end to end test automation strategy will enable companies to test early, test fast & automate easily at every stage of product development. This in turn helps integrate the QA efforts to match the speed of Dev ops, helping developers to release innovative software features faster in a matter of weeks.

Challenges In Test Automation

With automation, speed and efficiency can be achieved, test cycles can be run faster allowing developers to gain feedback & insights faster. While it is tempting to automate every form of testing, manual testing is required in exploratory & regression testing at UI level.  Further, creating test environments & configuring an automation framework requires a lot of skill & effort. The biggest woes in achieving test automation coverage includes the cost & time involved in setting up of an effective automation framework. Additionally, finding the right skilled automation experts is a challenge, many companies face. Continuous delivery, testing & integration involves a lot of collaboration between testers, developers and product managers. A comprehensive test management platform that facilitates this process is a must for the success of the test automation project.

Crowd Sourced Solution For Test Automation & Continuous Testing

The greater the agility of the QA process, the more effective and faster the development process will be. This scale of agility and flexibility can be achieved through test automation powered by crowd. Relying on crowd sourced platforms can help companies optimize their testing efforts in a cost effective manner.  Crowd testing gives product owners the power of an on-demand skilled work force that can scale up to meet the growing needs of development. You can not only get expert help to find critical bugs, but also gain support in creating & executing the test cases for automation. Companies can thus help development team get insights faster without straining their existing in-house QA resources. With access to the right talent who understand your software architecture, you can create and execute successful automation scripts. By automating critical workflows, enterprises can significantly reduce time & cost in testing.


This with an effective & planned test management platform, that utilizes the power of crowd & automation, product owners can track, resolve and implement fixes to address critical & high priority bugs in their application with ease. Developers can focus on bringing new innovations to deliver superior user experience.


Starting your business from the ground up is not easy at all. There are some things you could do alone and it is understandable that you would like to save as much money as you can. However, sometimes hiring additional help to get you started could pay off. So, why would you need a professional bookkeeper for your new startup?

1. Help for Tax Season

Doing taxes can be really frustrating and hard to understand; tax season is usually the main reason why entrepreneurs decide to get professional help and hire a bookkeeper. Of course, your needs depend on the type of business you are running, the type of startup structure you plan to run, and your estimations and budget. However, experts recommend new startups to find a bookkeeper who can cater to your small business’ specific needs when it comes to taxes and other financial needs.

2. Reducing the Costs and Making Growth Easier

At first, it might seem that hiring a bookkeeper may not be good for your budget however, a professional bookkeeper can actually help you save more in the long run. Yes, maybe you can do it all by yourself. Yet, if you have not been trained and educated in bookkeeping, there is a great possibility of making a mistake which could ruin your attempt in making a successful startup. So, if you want to save on costs in the long run, think about outsourcing your bookkeeping services.

3. Paying on Time

Depending on the type of startup and the number of employees, you will probably be too busy managing your business. Late payments can mess up your cash flow and the credibility of your startup which can be detrimental to your business. By hiring a professional, you can arrange to have your bookkeeper send you reminders and keep an eye on your cash flow. One missed payment can get you in trouble. Have safeguards in place by hiring a bookkeeper who knows what you need and when you need it.

4. Saving Your Precious Time

Time is money! Especially at the beginning. It is always better to spend your time running your business properly than learning and doing something that is neither in your area of interest nor in your field of expertise. If you hire someone for your bookkeeping needs, you can spend your precious time on other more important aspects of your business. For example, you could be implementing marketing plans, developing your business strategy, and carrying out daily tasks, which are crucial for your startup. In other words, a professional can help you focus on your business.

5. Better Perspective on Your Business

Two pairs of eyes are better than one! The beginning phase of your business is critical, and at that stage, more than at any other, you will need the guidance of a professional in order to properly and safely develop your business. That’s why you will need a bookkeeper. By creating neat monthly reports and putting all your financials in order, he or she can help you get a better perspective on how your business is making progress, if the funds are going in the right direction, and if your efforts are paying off.