How To Use Email Marketing And SEO Together Effectively


Last Updated on June 17, 2021

Maintaining a good relationship with customers is essential for the activity of a company. To inform its customers, build customer loyalty, or present a new product, email marketing is essential to develop a company’s business while maintaining a privileged link with its customers. Also, It can be used to boost your SEO – search engine optimization – and brings the best return on investment if it is well managed. 

Email marketing is a marketing strategy that consists of sending email campaigns to a certain number of customers and/or partners. These are divided into different contact lists according to criteria – segmentation – such as consumption behaviors, socio-demographic aspects, engagement, etc.

Segment your database during an email marketing campaign to optimize your SEO

Segmentation cannot be ignored, as it is a crucial step in email marketing. With an adequately segmented database, companies can create campaigns targeting specific groups that are more likely to be seduced. As a result of that, they improve their email marketing opening rate.

Also, a robust database allows you to influence the prospect’s buying process more effectively. Prospects need time, context, and information to decide whether to buy a good or book a service. A marketing solution allows the analysis of these actions thanks to the downloaded contents, the information requests, or the email marketing opening rate.

Email marketing can take different forms, from newsletters to invitations, and can be sent automatically. Thus, companies can easily share and exchange with their audience at a lower cost. It is also possible to send campaigns by SMS without contacting the recipients one by one. It is an effective way to improve your business while saving time.

Each source of traffic must be worked on and developed. These bring a flow of visitors whose importance varies but remains significant.

Companies use the repetitive nature of email marketing to remind customers/prospects of their presence and influence their purchasing decision. Those customers will click on the links or come back to the company’s website on their own. The email marketing opening rate completes the statistics that need to be exploited and analyzed to gain visibility.

How to improve your email marketing opening rate?

A high email marketing opening rate grants a better referencing on search engines, which means that a successful email marketing campaign with engaging content and well-positioned links lead to an increase in visitors to its website, which has an impact on SEO. The effect can be immediate or delayed. That’s why you need to use methods that can get readers to click on those links. Here are some of them.

Focus on personalization to have a better email marketing opening rate

As stated above, an email’s personalization through segmentation allows you to target an audience and communicate information to them in their language. As the subject is more relevant to the recipients, they will tend to open the link out of curiosity.

Restrict the use of images

Recent studies have shown that the use of images reduces the email marketing opening rate. For two quite distinct reasons : 

  • The more images there are, the more likely the email will be found in spam
  • Images may not be read by default by mailboxes

Because of that, emails won’t be opened or will be deleted without being read. You should try and verify all email addresses. This will lead to a decrease in the referencing of the company’s website due to less traffic. Moreover, these email campaigns are not design-responsive – i.e., they don’t adapt to all media – which translates into a significant loss of revenue, especially considering that there are no less than 2.480 billion smartphone users in the world (2018). As most web consultations are done on mobile phones, creating an email marketing campaign and a landing page that is not designed responsive means that you are depriving yourself of a large number of them.

A short and straightforward subject line

A long subject line is not attractive, especially if users don’t spend a lot of time sorting and reading their emails, which is the case.

In general, the best email marketing opening rates are for subjects between 61 and 70 characters. Therefore, the subject line should be short, concise, and impactful so that the recipient can get a quick idea of the email.

In the subject line and the text, be careful not to add spam words – i.e., blacklisted words that are best avoided – so that the email is not automatically placed in spam.

Clear and neat content

A text that is too detailed, too commercial or too general may bore readers. It must be sufficiently well-written to draw attention to the company’s website. It’s essential to focus on a specific subject without leaving too many choices for the reader to get lost and then get tired of reading it.

A little tip: don’t hesitate to observe what the competition is doing to learn from their strengths or mistakes.

Spelling mistakes and overly familiar phrases must be avoided as it will damage the company’s credibility and may dissuade your readers.

Improve your SEO

There are different ways to improve your SEO, and email marketing is one of them.

A well-built campaign that gets a high email marketing opening rate will impact the flow of visits to a company’s website. Indeed, the clicks lead the recipients to the company’s website. The regularity of these emails acts as a reminder that influences their buying decision—Sarbacane tenders for this: the possibility to analyze user behavior and scans KPIs such as bounce rate.

Attract the user

A prospect who subscribes to a newsletter enters a loyalty cycle. If he is intelligently solicited, he will return to the company’s website on his own. Companies have many options to attract him. For example, they can offer to discover the new collection, a limited edition, or the continuation of an article available on his blog. Conversely, a company with a low email opening rate will be sanctioned by anti-spam agencies and ISPs (Internet Service Providers). Furthermore, a company that receives a large number of complaints could lead to a Google penalty.

Recent studies highlight customer preferences: 29% of people want to talk to a salesperson to find out more about a product, while 62% would prefer to consult a search engine. With effective email marketing campaigns, i.e., by obtaining a high opening rate, companies see their referencing increased thanks to the customer’s purchase decision or by taking information directly from the company’s website. If the client/prospect’s information is well done, he is predisposed to complete the purchasing process.

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