Now that we understand the importance of the relationship between your email marketing campaigns and SEO optimization for your website, let's discuss the various strategies for creating SEO-enhancing email content.
The elusive perfect subject line-- it's what every retailer is hoping to land upon. And it takes time to find the perfect formula for you. Try different approaches to phrasing the subject line, such as informative versus asking a question, hard sell versus soft sell, and direct versus. open-ended. You may need to create a sense of urgency, or spark some curiosity. While this subject line may not directly impact SEO, it does act as the gateway to entice customers to open and engage with your email content. To read more about the different types of subject lines, read Inboxes are Where the Opens Happen.
This may seem like an obvious one, but how many retailers do you know that continuously flood your inbox with the same type of blanket marketing campaign over and over again? Instead, offer relevant, useful content, such as a how-to or top 10 list. You're the expert in your field and can use that knowledge to educate your customers, while giving them a reason to come back for more.
LINKS AND RICH SITE SUMMARY (RSS)
Use links as a way to improve SEO. Rather than using the traditional "click here" hyperlink call-to-action, you can include your common search keywords specific to your business.
FOR EXAMPLE: A link in your email might say, "click here for organic cosmetics." This increases your chance of being found via search for "organic cosmetics."
Always link to your social media sites as well as your main website. If you have a blog, promote it in email and make sure you suggest that your readers connect via RSS feed. Offer the option to sign up for a separate segment dedicated specifically to your customers' interests and desires.
Engaging the customer using these "content" hooks provides an organic impact on SEO. Imagine if you could get even a percentage of your email subscribers to follow you on Twitter, or like your Facebook page. Some customers may love photos of your product and choose to follow you on Instagram. Whatever the avenue, your email marketing campaigns should promote a cross-channel experience. Social sharing can greatly impact brand awareness.
Just as the rules for SEO apply to website content, they also apply to email content. This means you should know your important keywords and use them. Use them often but in a natural, non-calculated way. Use ALT text for images so that users can see what should be in the message even if the images don't download.
EMAIL AND NEWSLETTER ARCHIVING
You put a lot of time and effort into the email campaigns you're sending and will contain content that is relevant long after the customer opens it. You can archive email content in your blog or in a section of your website so the content is still available through search. Additionally, you can repurpose interesting email content in other forms, such blog or social media posts.