When reviewing your marketing strategies this year or even if you are just starting to create one, one of the critical components that you should not miss and should not put to despise is email marketing. It may be one of the oldest strategies in digital marketing, but it can still give favorable results.
Technology may have given newer digital marketing methods like social media, influencer marketing, video marketing, or even trends like shoppable posts or live streaming. However, email marketing has proven to be one of the most critical factors in doing your online advertising strategies.
While some may argue that email marketing is dead because of these newer strategies, about 88% of marketers worldwide believe otherwise. Email marketing still converts, still helps promote your brand, and even improves your online authority. It also becomes highly useful when you merge it with other online marketing campaigns like SEO or Search Engine Optimization.
So, how can email marketing improve your SEO results? Here are some of the ways it affects your SEO campaign.
Ways Email Marketing Improves Your SEO Results.
Sends Personalized Content
When someone subscribes to your email subscription list, they probably have some knowledge about your business and what you offer. Consumers these days are more proactive, intuitive, and resourceful. Even before a visitor comes into your website, they’ve already researched about you and have predetermined you might have something they need. With this, it pays to ensure you do your research as well. Tailor-fit your email content based on your consumers’ preferences and interests.
Make your email content highly-engaging and high-quality in terms of content and design. Go beyond merely including your subscriber’s first name. Apply segmentation and tags to your email.
If they subscribed to your list through a purchase, mention that in the email. Amazon does a great job of doing that, by including the actual names of their subscribers along with recommendations based on their previous purchase behavior. It shows a level of care that endears you to your customers even more.
51% of clickthroughs to your website happen through email campaigns. That’s a significant value to motivate you in creating and sending campaigns that stick and stand out with your target market.
Brings Quality Website Traffic
Bringing traffic to your website can be done in a lot of ways. You can incorporate it with your social media campaigns, use influencers to encourage people to visit you or conduct promotional activities like simple giveaways or a full-blown contest to help people to visit your site.
However, it’s not just traffic that you should aim for your website. You need to target high-quality traffic. High-quality traffic is a number of people who are genuinely interested in your content and are most likely to convert. These are people that need your product or service and are close to making a purchase decision.
Conversion rates determine if your website and the campaigns you run is bringing in the high-quality traffic you need. Higher conversions mean a noticeable increase in your sales plus an improved engagement across all of your channels.
Among all channels, you can use to drive website traffic, email marketing when done right can be the most effective and profitable medium you can use. With proper segmentation, personalized email body, and by offering valuable and information-rich content, you are sure that the traffic you bring to your website will be of high-quality.
Helps Lower Down Bounce Rates
Your bounce rate means the percentage of visitors you had on your website who left without taking any action, such as making a purchase, filling out forms, or clicking on a link. Moreover, if someone goes your site in a matter of seconds without doing even one of the actions stated and moves back to the search engine results, it can profoundly affect your search ranking, which can lead you to the lower ranks.
Email is the medium with the lowest bounce rate. Through high-quality, personalized, and targeted emails, you can include a link to your landing page to hook those interested right in. The key is to get them excited enough to do the call to action you provide. It improves your ranking when people are clicking and engaging with your content. Every clickthrough, shares, comments, or replies are marked by algorithms and determine your bounce rate. Lower bounce rates indicate you just launched an effective email marketing campaign.
Keeps You On Top of Your Customer’s Mind
As you build your online audience, work towards building a deeper relationship with them to gain their loyalty to your brand and your product. It would be great if you become a top-of-mind product or service for them. That means when they think about the product or service in your niche, it’s your brand they think of first.
One of the primary purposes of your email marketing should answer this need. When you work on your email marketing and send content to your audience, your brand, product, or service should resonate in their minds when they perform an organic search.
Becoming a top-of-mind brand for your audience does not necessarily mean barraging subscribers with emails. Doing this will be counteractive as it may tire them out or, worse, consider your email as spam content. Build a strategy in sending out your content and plan it properly. Incorporate different types of content like videos, blogs, articles, surveys, and other forms that may catch their attention and help build excitement to open every email you send.
Once you have established being a top-of-mind priority, it would be easier for them to convert, which will increase your sales.
Improves Your Website Engagement
If you have already built enough excitement with your sent email, your target audience will likely click on your site or share your content, which increases on-site engagement.
There are billions of websites used by businesses on the Internet today. The competition to make a content appeal to a potential client is very stiff. With email marketing, it can help you deliver quality content to the right audience at the right time. As your content reach your target audience, they will most likely visit your site and explore other content you can offer that is of value to them.
People also who have you as a top-of-mind brand in organic searches will more likely dwell on your site more, which improves your dwell time rates. Search engine bots pick these indicators that your website offers value to your audience. The higher your on-site engagement is, the better you’ll fare in search results.
Builds Up Your Authority
When it comes to SEO campaigns, brand authority is essential. Though building authority is not a walk in the park and is not an overnight success, once you have established it, your SEO efforts will surely reap good results.
Having a robust online authority means that your audience trusts your brands and the contents of your website. They also consider you a great source of information, making your website relevant. A publisher would also cite you and would want to create links on your site.
Sending quality content to your email list and providing them valuable information helps you strengthen your authority as a source of useful data. Though this might take a while before you achieve this goal, however, once you establish authority, it will improve your search rankings, make your brand more visible, elevate brand awareness and increase your conversion.
Increase Social Media Engagement
When you send out email marketing content to your subscriber’s list, it is vital to include a social sharing button that will encourage your recipients to share your content with their social media profiles.
Social media plays an essential role in increasing organic traffic for your website. The higher engagement your content get in different social media platforms, the better your SEO results will be. The number of social media users that can see your content can help your search engine ranking positively as they continue to click on your link.
However, always remember to include a strong CTA in your email content to improve the chance of your audience click on your link and sharing it with their own social media channels.
The number of people on the Internet continues to grow daily. This year alone, the Internet already enjoys a 59% market penetration, according to a recent report by We Are Social. However, you cannot just expect people to find your site and help your SEO efforts without doing anything.
By marrying some of your digital strategies like email marketing and SEO campaigns, you can do more to help your brand grow—every part of your digital marketing strategy matter. To make your strategies more effective, find more creative and relevant ways, they will positively create an impact on each other. Each campaign you employ through email marketing, for instance, must compliment your SEO strategies and vice versa. Email marketing and SEO are related and can work together to bring you great success.
Ramon Francisco has been writing about technology trends, entertainment, and gaming ever since he left the busy world of corporate HR Tech behind. He currently writes about software and user experiences for Softvire Australia – the leading software e-Commerce company in Australia and Softvire New Zealand. In his spare time, he writes science fiction, collects little yellow men and plastic spaceships.