Since you’re reading this email marketing guide, it’s probably safe to assume that you already see some value in email marketing for your business. I’ll take the opportunity anyway to mention a few salient points about email and why marketing and email go together well. Nearly half of all people worldwide use email. That’s about 3.9 billion people (including about 233 million in the U.S.), according to 2019 stats. It’s estimated that the number of email users worldwide will top 4.3 billion by 2023. Yup, email’s popular.

The proportion of zero-click searches has increased over the years, and the more searches that end without users clicking through to a page, the less traffic and fewer marketing opportunities brands and publishers are likely to have to develop their own audiences.

Every minute of every day, over 300 hours of video content are uploaded to YouTube, where they are then streamed by the site’s dedicated, billion-plus user base. Audiences around the world clearly have a taste for video. With that, marketers have realized that this hunger for content is not going away. 83% of content marketers agree that video is only increasing in importance, while over half of all consumers (and 66% of millennials) report engaging with a brand after viewing one of their videos on social media.

Google made the unprecedented move of releasing the entire Search Quality Rater’s Guidelines, following an analysis of a leaked copy. While Google released a condensed version of the guidelines in 2013, until last week, Google had never released the full guidelines that the search quality raters receive in their entirety.

A great headline isn’t just one thing. A single article may have different headlines in different places. It’s adapted for each context. Do not try to make one size fit all.