Email marketing and SEO! Two Digital Marketing channels that may seem distant from each other, but believe they have several aspects in common. In fact, one can even considerably enhance the other, leading to both forming a very relevant combination.
As I have already mentioned a few times, no Digital Marketing channel should be worked in a unique way. It is the connectivity between the various channels (SEO, Email Marketing, Advertising, SMS Marketing, Content Marketing, among others) that allows your Digital Marketing strategy to be successful. We must take advantage of the advantages that each of these communication channels brings us. Have you tried the EPAA methodology?
When we talk about the relationship between Email Marketing and SEO, and the impact that one has on the other, it may not seem immediately obvious. However, this does not mean that this connection does not exist, and that one cannot benefit from the other.
Drive qualified traffic to your website with Email!
One of the benefits of Email Marketing is its ability to direct qualified traffic to your website. One of the main factors that directly influence SEO, and your sales.
“Email Marketing allows you to send qualified traffic to your website.” – What do I mean by this?! – Now… if we respect good Email Marketing practices, that is, sending the right email, to the right person, at the right time, we are ensuring that we attract people who will value the content we are sending! For example…
“I have an online store that sells, among other food products, organic chocolate bars for cooking. It is a very successful product!
I also regularly write some articles where I share some recipes that I find interesting. The last article I wrote was about a recipe for chocolate cake with strawberries!
As I have an automated segment on my Email Marketing platform, with all the people who already buy organic chocolate bars, I decided to run an Email Marketing campaign. I’m going to share this new recipe with these people and, why not, I’m taking the opportunity to offer a 10% discount on the next purchase of organic chocolate. Later, I will also create a worflow, on this platform, so that, whenever another person is included in this segment, they receive the campaign automatically.”
As we can see, this example depicts an Email Marketing automation process. It allows you to attract qualified people to a respective website (in this case, an online store) and, if the person has already purchased a bar of organic chocolate for cooking, or if they have just purchased it, they will most likely also be interested in recipes using this product! Well… I felt like a slice of chocolate cake! 😃
Email Marketing also brings qualified interaction!
Another advantage of Email Marketing, closely related to the previous point, is the fact that it contributes to optimizing your website’s Click Through Rate and Bounce Rate. Two aspects that also have a direct impact on SEO.
Remembering:
- Click Through Rate – Depicts the number of people who enter a website and browse several pages;
- Bounce Rate – translates the rejection that visitors have towards your website. In other words, if a visitor enters your website and leaves it almost immediately, that counts as a bounce.
If with Email Marketing we can attract qualified traffic, it is more likely that we will have a higher Click Through rate and a lower Bounce rate. Something that, for example, and although it is also important, does not happen with organic traffic. Why?! Well, it’s simple!
What happens with organic traffic is that, for example, we enter a website because we think its content will be relevant to us, but it turns out it isn’t! Something that has definitely happened to you, right?
With Email Marketing, once we send relevant content to the person on the other side, this probability is very low. If the person clicks on the link in the email, it is because they are actually interested in the content. There it is: The right email, to the right person, at the right time! Never forget this, we do not like nor want to contribute to SPAM. Furthermore, take into account issues such as: segmentation, personalization, privacy, policies and GDPR – they are worth researching and studying before dedicating yourself to this channel.
Analyze and improve your Email Marketing campaigns continuously
More related to the effectiveness of your email marketing campaigns, it is important that you have a platform that gives you the possibility of analyzing data, and that allows you to optimize this communication channel. It is this analysis that will allow you to understand whether your campaigns are actually working or not.
There is countless data that can be analyzed, but often a simple analysis of emails sent, opened, and clicked on can be deficient. The relationship between them can give you access to an opening rate, click rate and, most importantly, efficiency.
The path to a successful Digital Marketing strategy obviously involves effective connectivity between all the communication channels at your disposal. Analyze them in detail and understand how they communicate with each other. This could be the point you’re missing. Here’s a tip… boost your Digital Marketing strategy with Email Marketing and, if you need it, we’re here to help you!
See you soon!