Each firm information or resolution deserves consideration—to be heard, seen, and, ideally, clicked. And getting observed typically seems like a luxurious reserved for these with hefty budgets. As an illustration, some businesses cost anyplace from $5,000 to $20,000 for a single link-building marketing campaign. Throughout high-stakes seasons like Black Friday and Cyber Monday, this funding may appear the one method to make your product stand out rapidly.
Nevertheless, with good planning, strategic execution, and a splash of creativity, you possibly can obtain impactful outcomes with out breaking the financial institution. If you happen to’re an search engine optimization skilled, advertising supervisor, or product proprietor, this materials will probably be particularly useful. Our group has put collectively a sensible information for seasonal link-building campaigns, tailor-made to ship outcomes.
We’re sharing the steps that helped our group obtain an 81% enhance in high-quality backlinks, boosting natural visitors and impressions, and enhancing SERP rankings to the eighth place—all with out spending vital prices.
Quick intro
Mailtrap’s journey started as a Railsware pet challenge—an inner sandbox for electronic mail testing born out of a easy want. It began with one engineer working part-time, minimal sources, and no grand ambitions. But, by means of phrase of mouth and natural progress, Mailtrap quietly discovered its place locally. Over time, options expanded: first with electronic mail sending, and extra not too long ago, electronic mail advertising—an answer designed to assist create, schedule, and ship campaigns that really resonate.
When the group determined to launch our third Black Friday/Cyber Monday (BFCM) link-building marketing campaign within the fall of 2024, we knew it was time to spotlight the brand new E mail Advertising function. Nevertheless, entering into this area was no small feat. The market was already crowded with established gamers. For us, this was new territory. The truth was clear—our largest problem was excessive competitors paired with low preliminary visibility.
Initially, our touchdown web page wasn’t rating for high-value key phrases like “electronic mail advertising service,” and natural visitors was barely trickling in. We realized that to face out, we needed to assume outdoors the field. So, we stepped again, mapped out a transparent plan, and started working. Right here’s the way it all unfolded.
Step #1
Step one in making ready for the marketing campaign was to discover new alternatives and replace our shared working sheet. It needed to be the central hub for monitoring progress and aligning efforts. The updates included:
- New sources and methods of integrating them with profitable leads from earlier campaigns.
- High quality standards. We established benchmarks for goal domains, specializing in visitors, Area Ranking (DR), area of interest relevance, and viewers match.
Lesson realized:
It’s all the time sensible to prioritize secure visitors and a website ranking (DR) that is the same as or greater than your personal. Nevertheless, don’t overlook the potential of newer domains that produce high-quality content material—even when their metrics fall barely brief.
As soon as the info was organized, the group moved on to growing the marketing campaign’s core parts:
- Creating Mailtrap’s deal property. We ready deal descriptions, low cost codes, visuals and created a UTM hyperlink for promo monitoring.
- And a brand new format for us – content material assortment for Mailtrap weblog article.
For 2 years, our collaboration with companions centered on exchanges. Nevertheless, this time we aimed to supply them with one thing new in return—so we determined to co-create an article. The outcomes exceeded all our expectations. The weblog article not solely resonated with our viewers but in addition drew direct inquiries from trade colleagues who found it.
Listed here are some key takeaways we’ll carry ahead into subsequent 12 months:
– Talk clearly with the content material group — guarantee they outline the precise data they need to collect so you possibly can align expectations for the article successfully.
– Create a type to collect enter from companions: Guarantee it’s easy and particular, so that they perceive precisely what you’re asking for without having to guess. Embody:
- Contact particulars
- Phrase restrict for submissions: This prevents the content material from showing disorganized. If not sure, seek the advice of your author for steerage.
- Superb viewers match
- Focused key phrases
- Content material categorization
– Don’t hesitate to ask for one thing in return: Partnerships work on mutual worth, so be clear about how they will contribute.
To wrap issues up, we held a brainstorming session. Collectively, we structured Mailtrap’s Black Friday/Cyber Monday article and aligned our search engine optimization and social media methods.
Classes realized
Don’t attempt to do the whole lot alone
Involving individuals from completely different areas—like Product Design, Product Lead, search engine optimization, and Hyperlink Constructing—makes an enormous distinction. Every group brings distinctive insights that join inventive concepts with technical execution and promotional methods. This collaboration retains the method environment friendly and arranged from begin to end.
Prioritize clear communication
Doc the whole lot and retailer it in a single central location so everybody concerned can simply entry the knowledge every time wanted.
Set up clear communication paths
Outline who to speak with and when. Whether or not it’s about sharing concepts, exchanging worth, or asking for help, having structured communication helps your group keep on observe and ensures mutual advantages from collaboration.
Step #2
As soon as we’ve accomplished the inventive groundwork and detailed marketing campaign schedule, we realized we would have liked extra fingers to make the marketing campaign a hit. That’s once we introduced in two outreach specialists to affix the trouble.
To combine them seamlessly into the method, we launched them to the up to date working sheet that included all of the generated data, reminiscent of:
- Domains: A listing of focused domains for outreach.
- Site visitors and Metrics: Key particulars to judge area potential.
- Progress Standing: A transparent outreach motion overview for each area contacted
As a group, we reviewed and refined the info, added new contacts the place wanted, and even up to date the domains listing when contemporary alternatives got here up by means of networking. This method ensured that each useful lead was captured and utilized successfully.
Classes realized
Assess your group’s availability early within the course of, particularly when making ready for a marketing campaign
Be conscious of potential blockers, reminiscent of holidays or different commitments, and alter plans accordingly. This method ensures that you just preserve an organized system, permits for environment friendly scaling, and retains the group versatile for brand spanking new alternatives.
Simplify tasks to keep away from overload
Assign a single particular person to supervise the complete course of. Having one level of accountability eliminates confusion, ensures readability, and streamlines administration. Whereas it’s useful to contain a number of group members and sources, maintaining one particular person accountable for coordination prevents miscommunication and inefficiencies.
Step #3
As soon as the foundational work was full, we shifted our focus to making ready the pitch and launching the marketing campaign. As an alternative of reinventing the wheel, we opted to streamline the method utilizing a personalised method to maximise engagement. Right here’s what we realized and utilized:
- Topic line consistency.
We crafted a unified topic line for the marketing campaign to keep up model recognition and readability.
Every electronic mail was individually personalised to resonate with the recipient. Whereas the core message shared details about the Mailtrap deal, the content material was tailored to incorporate related context for every contact.
We included a refined call-to-action—providing the chance to contribute to our Black Friday/Cyber Monday (BFCM) weblog article. This return-favor possibility inspired engagement and constructed goodwill.
To make sure broad protection, we focused a number of channels:
- Updating outdated mentions: Checked the hyperlinks and mentions from 2022 and 2023 to request updates or additions.
- Chilly outreach: Targeted on a curated pool of potential companions, tailoring messages for relevance and enchantment.
- LinkedIn companions: Leveraged skilled relationships to share the marketing campaign inside our community.
- Slack teams: Shared updates in related communities the place potential collaborators have been lively.
The marketing campaign formally launched 5 weeks earlier than Black Friday. This gave us loads of time for follow-ups, tweaks, and maximizing outreach alternatives.
What labored for us
Timing was key, however so was a strategic mixture of personalization and channel variety. It ensured our message reached the precise individuals in the precise means, with sufficient flexibility to adapt because the marketing campaign progressed.
Talking in numbers: by means of mixed channels and collaborative efforts, we achieved a 70% response price from the 256 companions we contacted, leading to a 48% success price for this marketing campaign.
Step #4
Because the marketing campaign picked up steam, our inboxes crammed up rapidly, and new offers stored rolling in. To remain on high of the whole lot, we leaned on three important monitoring factors:
- Monitoring reside hyperlinks: Ensuring to notice all revealed Mailtrap promo offers.
- Monitoring associate information: Ensuring to notice all companions’ and domains’ information wanted for future co-marketing functions.
- Updating the shared working sheet: Consolidating all marketing campaign knowledge, outreach progress, and updates right here.
We ensured each group member persistently stored observe and crammed out all fields within the required sheets to stop gaps or miscommunication.
To maintain issues shifting effectively, we centered on two key methods:
- Scheduled follow-ups: Well timed reminders have been essential for securing deal publications and contributions to our BFCM article.
- Chasing deadlines: We stored a pointy eye on timelines to not miss any alternatives, whether or not for publishing our offers or securing mentions within the article.
With the dimensions and depth of the marketing campaign, some hiccups have been inevitable. One recurring situation was when a pitch or supply aimed in the direction of Mailtrap landed within the flawed particular person’s inbox. To handle this, we rapidly forwarded these messages to the assigned group member, guaranteeing no leads have been neglected or mismanaged.
Because of everybody’s dedication — the primary publication of our Black Friday offers article went reside on November eleventh. In 4 days, we ramped up social media promotion, sharing our offers throughout LinkedIn, X (previously Twitter), and Fb.
At all times make the ultimate examine:
Double-check your monitoring docs for completeness.
Guarantee all submitted offers are reside.
Use instruments like Ahrefs to substantiate revealed hyperlinks.
Comply with up with all companions to return or finalize agreed mentions.
How lengthy did the marketing campaign take?
For any seasonal occasion—whether or not it’s Black Friday, Halloween, or one thing else the place you need to make a big effect—it’s important to begin planning at the very least three months prematurely. You don’t want a complete group for this – only one devoted supervisor can deal with the planning. Lively preparation, nevertheless, ought to kick off two months earlier than the massive day.
In our case, the marketing campaign ran from late September to December. Being a seasonal effort, it was rigorously structured, with every part constructing on prior expertise to refine and enhance our method. Right here’s a breakdown of how the timeline unfolded:
The groundwork started with preparation. Our group centered on updating the shared working sheet with contemporary knowledge, aligning efforts, and setting the stage for the marketing campaign. Outreachers reviewed area lists, contacts, and confirmed their availability to take part.
- October (Begin to Mid):
Outreachers labored by means of the domains, guaranteeing that every was reviewed and evaluated. This part centered on organizing alternatives and making a stable outreach technique.
The marketing campaign took off with the pitch finalized and outreach efforts launched. This marked the start of lively communication with potential companions, as we set the tone for the complete marketing campaign.
With the marketing campaign in full swing, monitoring grew to become the highest precedence. We monitored outreach efforts, up to date monitoring sheets, and stayed per follow-ups. These processes have been key to maintaining the whole lot on observe and guaranteeing momentum didn’t sluggish.
Because the marketing campaign wound down, we centered on tying up free ends. Communication with companions was finalized, and we began introducing them to co-marketing alternatives. The group made positive all knowledge was full and updated, paving the way in which for reporting.
By mid-December, we wrapped up the marketing campaign, tying up free ends and reflecting on what labored. It was a well-paced effort that allowed us to deal with what mattered most with out pointless rush.
The outcomes
General, the marketing campaign led to stronger backlinks, an increase in natural visitors, and higher search rankings, climbing to the eighth place. Engagement ranges have been stable, with extra classes logged and lively use of the low cost code we provided as a part of the e-mail advertising push.
One of many highlights was how we used the seasonal timing to our benefit. This not solely boosted visibility for our E mail Advertising web page but in addition resulted in a weblog put up that continues to attach with readers and co-marketing companions.
General, the method confirmed the worth of planning and staying adaptable, making it simpler to realize significant outcomes whereas maintaining issues manageable.
Get seen even with an absence of sources
Success isn’t dictated by funds measurement – however by the power to create one thing that really resonates. The Mailtrap group’s journey to cracking the highest 10 rankings in simply two months, with 57 listed key phrases and 122 mentions, is a testomony to the ability of strategic focus. We prioritized constructing real worth, fostering mutual collaborations, and producing property price sharing—approaches that amplify influence with out counting on massive spending.
The lesson right here – impactful campaigns aren’t offered, however shared. When your thought stands out and presents actual worth, it organically attracts consideration. A wise technique and considerate execution can rework restricted sources into alternatives for visibility and progress.
