No other content marketing strategy is as cost-effective and efficient as email marketing and Search Engine Optimization (SEO). The former ensures the valuable content directly reaches the customer and later helps increase the visibility of the website for the ALlprospective customers. While there is no tangible relation between email marketing and SEO, both are mutually beneficial to each other. Using Klaviyo email design templates, email marketers can also include personalization and segmentation techniques in their strategies. Below you will find how email marketing and SEO are related to each other.
5 ways email marketing and SEO are related to each other
· Turning newsletters into website content
When your prospects are using the search engine to search for answers, they will not see the valuable newsletters that you are sending to your subscribers via email. But, the problem can be easily solved by creating an archive of your newsletters on your website. Now, the prospects can easily find your content and decide whether they want more of it. In that section of your website, you can mention that email subscribers will have exclusive access to the new content. The website visitors might be encouraged to sign up for the email list out of FOMO. Signing up through this process also reduces the unsubscribe rate as the visitors already know what to expect from your newsletters.
Alternatively, while sending blogs through your emails, make sure the blogs have been updated on the website. Ensure that the primary keywords you are using in your email copy are also present in the blogs. It will enable the subscribers to locate your website while searching those specific keywords on the search engines. As you can see, email marketing and SEO are mutually beneficial to each other.
· Using the power of social media links and tags
While Google has mentioned that resharing on social media does not affect the ranking, even still, a boosted social visibility can enhance your SEO. Chances of your website ranking at the top drastically increase as more traffic is diverted from the social media shares. Therefore, all the templates in your email campaigns should have social media links. You can also add quick share features for the newsletter to encourage your audience to share it with their social circles.
In addition, it increases your following on your social pages, thus increasing your reach for other forms of marketing. Even if reshares do not boost your SEO rank, you can increase your brand mentions and find more marketing opportunities.
· Drafting personalized email content
A study by Accenture suggests that over 90% of people prefer brands that offer highly relevant recommendations and personalized shopping experiences. Personalized campaigns are no longer a luxury, they have become a necessity. Marketers also prioritize using personalization tactics in their emails over any other marketing channels. Personalized emails hold the potential to drive qualified traffic to your website, thereby, increasing your SEO rank. Moreover, the traffic generated by personalized emails also increases the chances of converting interested subscribers into repeat customers.
Personalized tips, recommendations, tools, and discounts incentivize the customer to spend more time engaging with your emails and website. Improved on-site engagements decrease exit rate. Some seasoned marketers may argue that there is no direct relation between on-site engagement and SEO ranking. However, many have noticed a correlation of high SEO ranking with increased time on site and reduced bounce rate.
· Testing and optimizing content
The A/B tests and the consequent email campaigns provide the marketers with a ton of information. Marketers can use email channels to record the preferences of the customers to make better content for them. If not, your subscriber’s social media interactions and online behavior will also give you a clear picture of their preference. This data can also be utilized to optimize your web pages. For example, if you notice a positive reaction to a newsletter title then you can use the same title on your web page to gain more traction. Similarly, if the CTA button in your email is performing well, you can start incorporating it into your website content.
By using segmentation strategies, you can target the subscriber based on different verticals and demographics. You can even create separate website content and email campaigns for different segments of subscribers. The narrower the segment, the better you can target your subscribers.
· Maintaining a hygienic email list
Use segmentation and micro-segmentation strategies to maintain the hygiene of the email list. Remove the cold and inactive contacts and put the passive prospects in a different segment. By doing this, you are making an email list of highly engaged subscribers. These subscribers are more likely to interact with your emails and visit your website. For the more passive subscriber, you can use highly interactive and responsive email templates to capture their attention. The highly functional Klaviyo email templates will come in handy while you are making interactive emails.
Marketing is all about increasing the positive aspects of a communication channel while mitigating its weaknesses. Email marketing and SEO cover each other’s weaknesses and help the marketers to come up with an innovative strategy to draw new customers.
Author: Kevin George is Head of Marketing at Email Uplers, one of the fastest growing custom email design and coding companies, and specializes in crafting professional email templates, PSD to HTML email conversion and free HTML email templates in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.
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