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Crafting a Killer Email Marketing Strategy for SEO Success
Digital marketing experts have been using email marketing for user engagement and online communication for a decade. It is one of the most profitable channels that can generate a substantial return on investments.
However, most business owners do not realize how they can use it as a cost-effective approach to boost their website rankings. Although both are two distinct strategies, they can mutually benefit each other when implemented correctly.
12 Must-Try Email Marketing Tactics for SEO of Your Website
The benefits of email marketing for SEO are indisputable, as it drives a consistent stream of traffic to your website. Here, we are sharing our list of the top 12 techniques that must be a part of your email marketing strategy:
Begin with a Compelling Subject Line
Your subject line is the first thing the subscriber will notice, and it must entice them within the first couple of seconds. It is a 'make-break-or-break' component of your SEO email marketing strategy, as most people mark emails as spam just by looking at the subject.
However, it is essential to remain authentic and specific while writing them. If you overpromise and under-deliver, your customers will perceive them as 'clickbait.' Instead, keep them concise and crisp and use consumer psychology to drive action.
Develop Personalized Email Campaigns
If you are one of those marketing professionals who think personalized email campaigns mean using the recipient's name, we need to talk.
Sending a good email requires collecting customer data to help you know them better. This way, your subscribers feel valued and heard and form a lasting relationship with your brand.
Moreover, when the email resonates with their choices, they click the embedded links more often. Search engines see this as a positive sign and rank your website accordingly.
Persuade Through Content
Content is a powerful tool for sending people from websites to email lists and vice versa. Therefore, many email campaign experts use their newsletters to improve their website's rankings.
By sending impactful content pieces or teasers of detailed content in emails, they persuade the readers to visit the brand's website. If you run a bakery, your newsletters can contain mouthwatering recipes that drive people to your website and place an order.
Use the Right Words
You might be targeting the right segment with the correct visuals, but your email won't make a difference if it does not have the right copy. By that, we mean phrasing your message in a way your consumers speak.
It is natural to get caught up in industry jargon while writing content. You can avoid that by observing your customer interactions closely and picking up their vocabulary. When you address them in their language, they will definitely click the link to your website.
Spark Urgency and Scarcity
The 'fear of missing out' or FOMO is one of the most intense human states. That's why more and more email marketers use it in their email copy to create a sense of urgency. From Black Friday Sales on clothes to Christmas deals on premium subscriptions, urgency never fails to drive desirable action.
The element of 'scarcity' can also make the readers click on your website and avail of your service. If you are promoting a webinar, you can offer an exclusive discount code for the first 100 sign-ups.
Leverage the Power of Dynamic Content
Nowadays, marketers use creative ways to integrate more than just textual content into their emails.
If you want to make a good first impression, use content that grabs people's attention instantly. Visual content can create such an impact on your email marketing and user engagement.
Let's suppose your brand sells home decor supplies. You might want to include Pinterest-like inspiration pictures or GIFs in your email. People who want to elevate their space will be compelled to see more of your collection.
Make CTA Your Best Shot
Concluding all your emails with a typical 'learn more' button can be a rookie mistake. Even if you have a killer subject line and email body, a poor CTA will drop your click-through rates. So, instead of using a generic CTA and sabotaging your own hard work, be careful. You can try personalizing this button or relating it to the subject line.
For the position of CTA, there is discord among marketers. You must try different placements to see what your audience appreciates.
Split Test Different Elements
Have you ever run an email campaign that underperformed your expectations? Maybe you assumed what people wanted to hear instead of referring to the numbers.
Emails played a major role in Obama's Presidential campaign in 2012. It might be interesting to note that even back then, multiple variations of emails were sent to different groups.
For A/B testing your brand's campaign, you can test every element, from graphics to landing pages. However, the list is not concrete. Try experimenting with the name that appears in the "from" field, Plain text vs HTML, and long vs short emails.
Try Email List Segmentation
Today's digital world is a chaos of notifications, and your users actually desire less of that noise. So, curating a generic email and hitting 'send to everyone' is only going to land you in spam inbox.
To avoid that, you must adopt email list segmentation strategies. It involves dividing your email list subscribers into chunks in order to target them with specific content. Each person in your list can be a part of one or more segments based on multiple factors, like location, age, journey, etc.
Know When to Reach Out
Timing is one of the most overlooked features when it comes to email marketing. Imagine you shoot your best shot at 3:30 AM when most of your subscribers are asleep.
Sure, everyone checks their emails at different times during the day. However, there is still one time zone when most of your subscribers are active. Study their behaviors and time zones to figure out the best time to drop them an email.
Incorporate Marketing Email Automation
As your subscriber list grows, paying individual attention to each customer becomes nearly impossible. In such circumstances, email marketing automation or triggered emails keep you on the roll.
The most common automated emails include welcome, thank you, or transactional emails. The best part about such emails is that you can select your own criteria for specific user behavior that 'triggers' an email. So, they can even include exclusive offers that further drive purchases. Besides, they only require a couple of clicks to set up.
Support Email Marketing Through Social Sharing
Last but not least, encourage your existing subscribers to promote your content. In return for their promotions, you can offer them attractive incentives, like coupons or free shipping. Ultimately, you can route that traffic to your website and improve its SERP ranking.
Another way to use social sharing for email marketing success is by collaborating with an influencer. This approach will be particularly helpful if your audience is Gen-Z, as they take action when their favorite celebrity tells them to.
Final Word
With our fruitful email marketing tactics for SEO, you are all set to route a steady flow of traffic to your website and drive revenue. You can sustain that traffic by split testing and fine-tuning your strategy in real time.
From crafting careful subject lines to email list segmentation, there are a dozen ways to support your website through emails. So, step up and launch your next campaign with new-found confidence!
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