Combining SEO and Email Marketing Efforts: What You Should Know
In a world of pay-per-click, social media, and many other online advertising techniques, emails might seem like an old, long-forgotten marketing tool. However, surprisingly, email continues to be the most used marketing tool by businesses around the world today, with research suggesting that just under thirty percent of marketers still view email marketing as the most effective channel at their disposal. On the other hand, search engine optimisation (SEO) is an advanced digital marketing technique that can be beneficial to all your marketing strategies over a period of time. Both SEO and email marketing share two common goals of growing traffic and boosting brand awareness. When the two are combined, this can lead to your company’s marketing campaigns having a much more significant impact.
Why Combine SEO and Email Marketing?
As any SEO agency will tell you, SEO is mainly for improving both the quality and quantity of traffic to your website, so that it features in the upper rankings when searches are made in Google and other search engines. On the other hand, email marketing is both personal and commercial in nature, designed to keep your current or potential customers updated on your brand, products, or services. In short, while SEO brings in new traffic, email marketing works towards retaining them.
Both are cost-effective and designed to direct your target audience towards the content that they are looking for. Some of the main reasons why it’s worth combining your efforts when it comes to both SEO and email marketing include:
Increase Website Traffic
Search engines can take anywhere between four days and six months for crawling and indexing your website content. So, it could be a long wait for checking the position of different web pages in the SERPs. Promoting your blog posts, articles, and other web pages through emails is one trick that you can use to speed up this process. Email marketing and SEO both rely heavily on traffic. Effective email marketing campaigns Es, which allow you to communicate directly with a base of interested customers, can be used to drive quality traffic to your main landing pages, blog posts, and other web pages.
Reduce Bounce Rates
Your network of interested readers will continue to grow when you are investing in continuous email marketing. Once they have become more familiar with the type of content you publish and the style you write it in, these individuals will usually begin to spend more time on your website and blogs. Subscribers tend to stay on pages for longer periods compared to people who visit through organic channels, which ultimately allows you to use email marketing to reduce bounce rates. And a reduced bounce rate can only lead to one thing – better SEO results.
Increased Subscriber Numbers
When it comes to email marketing, there is a specific number of people who will be loyal to your brand – but don’t stop here, as there is always going to be room for more. With a combination of both email marketing and SEO, you can encourage more people to sign up for your email newsletter and widen the number of subscribers that you are using email to communicate with. Using SEO techniques to drive more traffic to your sign-up forms, for example, can make it easier for you to achieve the goals you’ve put in place when it comes to email marketing campaigns.
What Techniques Can You Use to Combine SEO and Email Marketing?
When it comes to making sure that your SEO and email marketing strategies are working together to form a marketing powerhouse, there are several techniques that you can use. These include:
Include Links in Emails
It is important to be wise when sending out promotional emails to subscribers. Along with providing information that tells them more about offers, new products, and news, it’s a wise idea to include some SEO content that redirects the reader to other links. Along with this, you can use stand-out calls to action to encourage your readers to click on the link and find out more.
Segment Your Mailing List
There is a time and a place for general email blasts, but they do tend to mainly be uninteresting and general. Coming up with customised emails that are designed to reach different demographics is a wise idea, making it more likely that you will catch the attention of the subscribers on your mailing lists. For example, grouping your subscribers together based on their interests, and sending different types of email content to them based on this, will help you see more successful returns when it comes to your combined SEO and email marketing efforts. It's important to know who is your target audience so the email heading can be a message that your target audience will care about. For instance, if property owners are trying to rent out their properties to pet owners, their headline could say “Spacious Units Available at Friendly- Pet Policies Place".
Ask Readers to Share Your Content
While there are lots of debates around whether or not social media has a direct impact on SEO, asking readers to share your content on social media is simple and can have a big impact on your marketing. And it’s easy to do – all you need to do is include sharing buttons in the posts that you link to in your email marketing, making it simple and effortless for readers to share them on social media with just one click.
Use Analytical Tools
Making the most of analytical tools such as Google Analytics can help you leverage SEO when it comes to your email marketing campaigns. And it’s simple enough to do – allow the tool to browse your content and provide more information on the best-performing topics, so that you have a better idea of the content and subjects that your readers are most interested in. Then, find the articles and resources on these topics that are showing up in the top five spots in the SERPs and use more content that is related to these in your email marketing campaigns, which should lead to higher click-through and open-rates, while improving conversions. Email marketing and SEO are two of the most-used marketing techniques for businesses today. But they do not have to be separate. Allowing the two to work together and complement one another, can help you get better results from the campaigns you plan in both areas.