Email Marketing and SEO: How to Raise your Rank with Marketing Messages


Email marketing and SEO are more closely connected than you’d think.

Most marketing experts associate Search Engine Optimization with things like keyword research and backlinks. However, the truth is that the marketing messages you send can play a crucial part too.

Although your email campaigns aren’t ranked by search engines directly, they do make a difference in how people interact with your website. Around 51% of people say that they discover new sites through email. Additionally, your emails will dictate how frequently people come back to your website to check for things like fresh content or products.

With SEO email marketing, you can accomplish a lot more with your messages, improving organic traffic and recurring purchases, as well as developing stronger customer relationships.

So, where do you get started with both email marketing and SEO?

1. Use Newsletter SEO To Improve Bounce Rates

Search engines look at various features to determine just how authoritative and valuable your website is. One of the things that companies like Google will consider is how long people stay on your site when they get there. If people click on a link to come to your pages, then immediately hit the back button, this contributes to your “bounce” rate. The higher your bounce rate, the worse your SEO.

While it’s difficult to know for sure how long someone will stay on your website, you can reduce your risk of a hefty bounce rate by creating outstanding content and giving your audience a chance to choose what they want to read. For instance, Lonely Planet allows audience members to decide what kind of SEO newsletter they want to receive, then curates content into that newsletter based on audience preferences:

According to studies, visitors from email links are generally more engaged by your content, and more likely to stick around on your site. That’s even more true when you make sure you’re delivering the kind of content they’re looking for.

2. Create Targeted Content to Increase Engagement

Email marketing and SEO can also go hand-in-hand when you use your segmentation and CRM tools to create personalized content. Using demographic information from your email sign-up sheets, you can make sure that you’re sending the right content to people who are going to be impressed by your messages. When you send people the kind of content they specifically want, they form deeper connections with your brand because they know they can rely on you for real value.

Additionally, through your email campaigns, you can send out surveys and polls that specifically ask people what they want to see on your site. This improves your chances of driving even more attention back to your blogs, video posts, and product listings.

Some companies, like HubSpot, even allow audience members to sign up for specific parts of their blog, so they can make sure they’re always getting news on the content they’re most interested in.

3. Gather Social Proof from Previous Customers

An email marketing subscriber list is often packed full of lots of different kinds of customers. Some people will be in the early stages of their buying cycle, and still looking to learn about your brand. Other customers will have already made a purchase, and it will be your job to nurture these leads and turn them into repeat customers.

In your email marketing software, you’ll be able to see which subscribers interact most with your content and show the most interest in your brand. These are the people you can reach out to for reviews and testimonials. Not only will this feedback give you social proof to share with newer leads, but it will also help you to place content with high-ranking, long-form keywords on your site.

Additionally, you’ll be able to learn what kind of issues your customers generally have with your company so that you can make positive changes to your site structure, product pages, and more. This email from BarkBox uses a cute image to convince customers to leave their feedback.

4. Use SEO Email Marketing to Boost Social Engagement

According to studies into more than 23 million link shares, the top ranking positions on Google are usually the ones that have the most Facebook and social media activity. In other words, the social signals you can develop with your newsletter SEO are more valuable than you’d think.

An email that includes buttons for sharing on social media will encourage your most enthusiastic subscribers to promote the content that they enjoy by sharing it with their friends. All you need to do to make the most of this promotional feature is include a CTA. That CTA needs to ask your subscribers to share your new content – which needs to be as intriguing as possible to capture audience attention.

Your loyal readers can even help you to access social media virality and improve your chances of an increased number of backlinks going back to your website pages. This snippet of an email from Sony is an excellent example of how brands can take advantage of their position on social media channels to upgrade their email marketing and SEO.

5. Give Your Content a Second Life

You spend a lot of time on your email marketing content, making it look and sound amazing. It’s a shame for that hard work to only deliver one-off results. With that in mind, why not repurpose your newsletters by turning them into infographics, or building blog posts off the back of your existing content? This will help you to get far more mileage out of your emails.

Some companies even create online archives of their email newsletters which website visitors can browse through in their own time. This is a great way to upgrade your newsletter SEO, as it ensures that you’re placing lots of long-form keywords and extra indexable pages on your site.

Just make sure that you do your research and ensure that your newsletters contain the right keywords to boost your chances of ranking.

6. Create More Top of Mind Awareness

If you want to develop a community of highly engaged and dedicated customers for your brand, then you need to continually keep your audience’s focus on you. Ultimately, most consumers won’t have the time to constantly check back on your website to see whether you’ve uploaded something new, or you have a blog that they’ll want to check out. Instead, they’ll expect you to reach out to them.

SEO email marketing is a great way for you to do just that. With what you know about your target audience, you can create curated lists of content to send out to each group in your consumer base, keeping them aware of what makes your business special. Essentially, email supports everything else that you’re doing to develop brand awareness and grow your reputation.

For instance, Nintendo is always sending out emails announcing new games, software, and hardware updates for their fans. What’s more, the emails are specifically designed to highlight the unique personality of the company, with unique fonts, innovative gifs, and intuitive designs.

Make sure your emails remind your customers of why they signed up to receive your content in the first place.

7. Identify Yourself as a Thought Leader

People don’t want their email inboxes to be filled with useless clutter from any old brand. These days, consumers are becoming increasingly cautious about who they share their information with. That means that you need to prove to your customers from day one that you’re worth their time and attention. Make sure that you’re frequently sending links to extensive guides, lists, and other exclusive content through email.

If you give your email subscribers the chance to access unique and engaging information, then you’ll be more likely to end up with advocates who are willing to link back to your site from their social pages and websites too. The key is to make sure that you’re genuinely sharing information that your audience wants to see, rather than just constantly promoting your products.

For instance, rather than just telling people how great Airtable is, the company offers insights into how users can make the most out of their template gallery, build base ideas from scratch and more. This reminds audience members of how much value the company has to offer.

8. Use Your Emails to Find High-Performing Keywords

Another way that companies can use newsletter SEO to boost their online presence is to dive deeper into the results of their A/B and multivariate testing. There’s a good chance that you’re already using analytics and A/B testing to make sure your email marketing campaigns convert customers. However, you can also look at these results to find out what kind of content appeals most to your customers.

For instance, if you notice after A/B testing some subject lines that people are more likely to click on content about social media marketing than blog writing, you’ll learn something about your audience. You can then use this insight to look for keywords and content ideas that are more likely to drive organic traffic on the search engines too.

Email marketing is an excellent way to gather information about your audience- and that data doesn’t just have to come from surveys and polls too. Your basic analytics will give you plenty of cues into which keywords you should be optimizing your website for, and what kind of content you need to cover.

9. Keep Learning and Optimizing

Both your SEO and email marketing campaigns are things that you’ll need to work on consistently to ensure that you’re getting the most ROI from your efforts. Ultimately, it’s not enough to simply assume that your marketing efforts are working these days. Instead, you need to make sure that you’re always tracking the outcomes of everything that you do.

For instance, if you want to improve email marketing and SEO outcomes at the same time, you can use UTM codes, or urchin tracking mode with Google Analytics, to determine what kind of newsletters and information drive the most traffic back to your website. You can also check out your email marketing analytics to see what type of content causes people to unsubscribe or bounce out of your website.

Your newsletter SEO efforts can give you another angle to explore when you’re trying to figure out how to leverage the best results from your online campaigns.

Combining Email Marketing and SEO

SEO email marketing is just another way to make sure that you’re connecting the right quality of potential visitors to your website content. Search engines are becoming increasingly more efficient when it comes to determining which sites are the best. The more you convince your target audience that you have genuine value to offer, the more likely it is that they’ll keep coming back to your website for more, and even sharing your links with others.

Email marketing is your chance to put your best content and insights in front of an audience that has already proven that they’re interested in what you have to say. Implementing SEO into your efforts is just another way of making sure that you’re getting the most value out of your campaigns.


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