Email marketing offers a fantastic return on investment, with 59% of businesses saying it generates the highest ROI of any other marketing channel.
You can use email to deliver new content and offers to your subscribers and to increase targeted traffic to your website
But emails are not only fantastic for building relationships with your customers and bringing repeat traffic to your site – an effective email marketing strategy will also improve your SEO and help to generate more organic traffic from search engines.
When you design your emails with SEO in mind, you can increase traffic and sales and positively impact on search rankings for only minimal financial investment.
Let’s look at some of the ways you can optimise your email communications.
1. Send Valuable Content to Those That Want It
Just as it’s important to publish high quality content on your website and business blog, the content you send to your subscribers should also be valuable and relevant.
If you successfully target your content to the right audience, they will be more likely to engage with it and share it with others.
You can also use email to communicate with your list and find out what sort of content they find the most valuable. You can then use this feedback to produce highly relevant content for your website, which will be rewarded by higher search engine rankings.
When you give people the content they want and need, this also reduces your bounce rate – the percentage of website visitors who click straight off without reading anything. A lower bounce rate is known to improve SEO as it’s a signal to Google and other search engines that web users are finding your content valuable.
2. Improve Your Strength on Social Networks
Plain email content with CTAs only to your site may make you some sales but it probably won’t do much for your SEO overall. However, the simple addition of social buttons will encourage readers to share your content on social media if they like it. And this, in turn, has a positive impact on SEO.
High activity on social networks is known to improve search rankings as it’s a signal that people are talking about and interacting with your brand. Having more links from social networks also increases your overall number of inbound links, which is another important aspect of SEO.
As well as adding social sharing buttons directly into your emails, you can also link to blog content, which your readers may also share if they find it valuable.
In general, you need to make it as easy as possible for subscribers to follow and share your content, whether that is via email or social media. Give your readers the option by linking to all blog posts on social media and also enabling them to sign up for email updates when you publish a new post.
3. Optimise Your Call to Action
Your CTA is one of the most important parts of every email you send out. It should stand out and be clear so users know exactly what to do when they read your email.
As well as using CTAs in emails to drive sales, you can ask for a comment or a share, or even embed a review form that posts directly to your Google My Business Profile. Positive reviews help to increase your customer conversion rate and can also boost your SEO, particularly in local markets.
Don’t over complicate your CTA – clear and simple is best. Keep colour in mind so that it contrasts and stands out against the rest of the content in your email. Your CTA should also be slightly larger than the surrounding content and separated with plenty of white space.
Optimise Your SEO Strategy with Email Marketing
You can consider email marketing to be the Swiss Army tool of your marketing resources. It’s not only simple and powerful, but it can provide benefits to your business in more ways than one.
To get the most out of email marketing, you need to understand how to craft your messages for optimum effect so you can tailor your strategy for the best outcome.
If you need help with your email marketing strategies or any other aspect of marketing automation, get in touch with the team at Swift Digital.
We have the technology, skills, and experience to make your digital marketing campaigns a success. To find out more about how your business can use Swift Digital’s platform, contact our sales team today on 02 9929 7001.