Last Update November 10, 2020: We improved the overall article.
Email marketing and SEO share the same end goal, which is lead generation. Both email marketing and SEO drive people to a website with the primary aim of getting visitors to convert, but they are usually used as separate marketing campaign strategies.
Obviously, SEO is associated with things like SERPs, links, and keyword research. But have you thought about how email can help boost your SEO performance? Usually, the goal of a marketing email campaign is to get opens and click-through.
But considering 51 percent of people discover new sites through email, it’s essential to look at how you can take advantage of those visits not just for one-off click-through, but for valuable traffic which can increase your rankings.
Here are the ways email marketing can impact your SEO campaign, and how you can use them to improve your campaign.
1Drive targeted traffic to your website
One of the most significant impacts of an email marketing campaign is that it can drive traffic
to your site. However, try to focus on a visitor who is likely to convert after they arrive. You can drive targeted traffic to your website through personalization.
With personalization, you can be confident that your email isn’t just driving traffic to your website, but driving qualified, targeted traffic that’s more likely to convert the visitors.
The primary aim of every SEO strategy is to acquire more customers and generate
revenue. Luckily, if you aren’t yet to send emails that are designed to meet your target audience interests, it doesn’t have to be all that complex to get started. You can begin by segmenting your list.
As a result of driving targeted traffic to your website, your visitors are more likely to spend more time interacting with specific pieces of content and resources. And the more time a visitor spends on your content and website
, the more likely they are to convert.
Although on-site engagement metrics can contribute to your SEO efforts. Google uses engagement metrics and surplus individual traffic to establish the value of a particular webpage.
Though the exact importance and impact of these metrics are usually debated, it is certain that having more engaged, active visitors is better for your website
search rankings over time.
3Encourage social media engagement
When you get your content to the front of your potential audience, you increase the potential opportunities each material has to be shared on social media channels – this is particularly true if you could encourage your customers to share your content on their social media platforms.
However, social media
activities don’t have much direct impact on your SEO campaign. Having more likes, shares, or followers won’t increase your rankings.
Looking at the bright side, having more significant, more engaged following has secondary benefits for SEO – it means when you make posts and distribute contents, your brand can go further, thereby, it has the potential to draw inbound links. And when you references, you might have to check backlinks
your website is linked to, because a lot of them would be spam.
4Create a more targeted content strategy
This is where CRM tools and email segmentation really come in handy. You can use demographic information from your email list to deliver content directly to your target audience who are most likely to find it valuable. Over 65 percent of marketers are already taking advantage of personalized email content.
Plus, almost every experienced email SEO agency like Joel Gold Coast SEO
and marketer analyzes and test a couple of elements in each of the email newsletters they send. The subject line is the most common of these – with 70 percent email marketers saying they regularly test them in their campaigns.
Also, other 60 percent email marketers say they test messaging while 54 percent test CTA and design. So, if you are like most marketers, you probably already have lots of data on the elements you test. The data you collect can give you the valuable insight you can leverage to shape other parts of your marketing strategy.
Moreover, if you have built a successful email list, the subscribers are all part of your target audience – this means that your recipient preferences can help you make data-backed evaluations about your website.
5Turn effective emails into new website content
There are several approaches you can take to develop email campaigns. Creating original content tailored to your subscribers and choosing relevant topics that pique their interest is one of the best strategies you can utilize.
For instance, when United Capital, a financial life management company first launched their newsletter, they make use of a third-party content creation service to send contents to their target audience from other publication.
The articles the company sends usually revolve around hot topics in the finance industry and articles on other subjects that might be useful to their target audience.
The company shifted its approach to improve its value as a lead generation tool and start developing original email contents that were not only useful to their customers but also centered around topics that other financial companies weren’t yet talking about.
After integrating more original content, the company saw a 145 percent increase in email newsletter engagement. The company open rate increased from 21 to 26 percent, and even their click-through rate increased from 10 to 17 percent.