How to Use Emails in Your Marketing Mix to Boost SEO Strategy

Have you ever wondered how integrating emails into your digital marketing mix can strengthen your SEO strategy? What is the relationship between emails and search engine optimization (SEO)?

Email marketing has no direct impact on SEO because emails are not indexed or ranked by Google.

And because emails are used typically to increase click-through-rates (CTR), some marketers believe that email marketing has no link to SEO. But they're wrong since email marketing is a great resource tool you can use to improve your SEO strategy.

But:

What Is Marketing Mix?

Marketing mix is a set of activities, strategies, or tactics that marketers are using for the advancement of their enterprise. It allows business owners to assess the practicability of their products or services in the market and the best pricing and promotional channels for optimal results.

Why Is Email Marketing So Important?

Email marketing is essential because it is effective in helping marketers remain in contact with customers and build long-term business relationships. Business owners can use email marketing to establish brand loyalty with target buyers and prospects.

This digital marketing asset offers you a platform to directly communicate with your target market via emails to their inbox, which they can access at their convenience. Moreover, email marketing is cost-effective but generates an unbelievable return on investments (ROIs).

Data shows that, on average, you can make $38 for every $1 you spend on email marketing campaigns.

Graphic via SleekNote

Not only will you get more from your investments, but you can also automate the process for a seamless digital marketing experience.

Benefits of Email Marketing

There are several advantages to email marketing. Although we already hinted on it, here are the top 10 key benefits of using emails in your marketing mix, include:

1. Increase brand awareness
2. Helps develop trust and credibility
3. Brings return website visitors
4. Easily automate your sales cycle
5. Improves conversion rates
6. Increase web traffic
7. Emails are easy to monitor
8. Cost less than traditional marketing mix
9. Saves time in reaching the most massive audience
10. Email integrates easily into your other marketing channels.
11. Marketing emails can strengthen bonds with target buyers and prospective customers

In fact, research by Conductor reveals that 51% of internet users found a new website through emails.

Graphic via Conductor

Therefore, if over half of internet users discovered new sites via emails, it means that email marketing is linked to SEO, and has the potential to improve your SEO strategy dramatically. So if you’re wondering how to use emails in your marketing mix to boost your SEO strategy, this blog post is for you!

In this article, you will learn how you can use email marketing to boost your SEO strategy.

Use Emails to In Your Marketing Mix to Enhance Website Engagement

In a study conducted by Neil Patel, he revealed that email recipients wrote 41% of blog comments on his site. It shows that email recipients are more likely to engage with your blog content, which is an element of Google ranking factor, which is ideal for SEO.

The over 40% of recipients who made blog comments are satisfied readers. And because they’re happy with the content materials, it helps to increase website engagement and reduce your site’s bounce rate. You can read this post to learn why your site has a high bounce rate.

Pro tip:

Encourage engagement to your site by responding to emails from your subscribers. When replying to their emails, ask recipients to click through to your site. That way, you open a communication link between you and your email subscribers.

For example, your email subscribers receive your emails, they click through to your site and read your latest blog post. Then they leave comments on the blog and click your internal links to read even more.

What do you think is happening here? They're staying longer on your website, reducing bounce rate, and increasing user dwell time. That is what Google loves the most. It helps to improve website performance/UX and boost your search engine rankings.

Email High-Quality Content to Subscribers to Boost SEO Strategy

In the above section, I made clear that email marketing can improve website engagement, but that can work perfectly well only if you email quality content to your subscribers. It means that the email newsletters you send out to your subscribers must resonate with them.

It has to address their needs because that's the primary reason for subscribing to your newsletter.

How Does It Improve Your SEO Strategy?

Here's how:

Before you start sending out emails, make sure you add enough inbound links to your email content. Make it easier for recipients to click over to your blog to read your latest blog posts.

You can do this process in two ways:

1. Refer to a complementary blog content in your email messages using inbound links.
2. Create content digests with URLs that will lead subscribers to relevant blog posts on your website.

Ideally, if your email content is not attractive (quality content), no one will click through to your site. Instead, recipients will delete your email and move on. That's why your email material must be quality content. Read why no one is reading your blog posts.

Use Emails In Your Marketing Mix to Increase Link Building

Although email has no direct impact on SEO, it influences and improves link building. A high volume of domains linking to your blog or website will improve your domain authority. Emails in your marketing mix can help you achieve that.

Graphic via Backlinko

Your email newsletter is the tool you need to encourage recipients to link back to your website. For example, when you send out email newsletters about your latest blog post, ask recipients to click through and link to your new blog post.

This step is essential since acquiring quality inbound links is a vital Google ranking factor that will significantly improve search engine optimization (SEO) and Google rankings. It is common knowledge that people always refer to interesting articles.

They love blog posts that have statistical data and case-study that backs up their claim.

So here's what to do:

• Create well-researched articles
• Add links to credible sources
• Create relevant internal links
• Make the post easy to link to
• Send out email newsletters and encourage backlinks from your email recipients.

You will be surprised at its effectiveness.

Improve Content Visibility With Emails

Yes! With email newsletters, you can quickly promote content to subscribers and improve the visibility of your blog posts. When you improved content visibility, your website traffic will increase as well.

It will enhance the overall performance of your site and boost your Google page ranking.

Here is a simple step to follow: Send out weekly newsletters to your email subscribers that outline or summarize some of your best blog content.

I will not recommend sending daily newsletters, as some might find it spammy and irritating.

This step will without fail:

• Boost your blog content visibility
• Drive more website traffic
• Attract quality inbound links.
• Increase your overall ranking on Google.

Use Emails to Makes Website Visitors Return to Your Blog

Did you know? When you send out email newsletters, it tells site visitors to return and read your latest blog post. In other words, your email is a tool that brings returning visitors to your site. But why would they come back?

Simple:

Because they’re satisfied with what they’re reading. If they weren't happy with your content, they would not return to your site. Hence, your target market keeps coming back to your site because they find your content unique and useful.

It is a wakeup call for you to make sure you produce quality blog content always. Do NOT compromise quality over quantity! So, focus on providing value both on your blog posts and email newsletters. Make readers’ satisfaction your priority.

But then, you may ask:

Emails for Your Marketing Mix Should Have Appealing Subject Lines

Why should you write appealing email subject lines? Because on average, email recipients receive hundreds of emails per day. It's not funny being bombarded with tons of emails every day, which has resulted in less email opens.

Although they may seem insignificant, the quality of the email subject line can make or break your email marketing campaign. Why? Because they are the first impressions (positive or negative), your email recipients have of you.

So, to increase email open rates, craft incredibly appealing subject lines that will grab your subscribers’ attention and make them click. Recent research shows that 75% of email recipients check their emails on smartphones.

It means that your subscribers can check their emails at home or on the go, with statistics showing 65% of the total US populace accessing their emails at home and 59% on the go.

Graphic via Email Monday

So then:

How to Write Compelling Email Subject Lines

Follow these simple tips:

Craft shorter email subject lines – Because 75% of users are accessing their emails on mobile devices, a longer email subject line will get cut off. Users will find it challenging to understand the content.

Consequently, it may result in them deleting your emails. But shorter subject lines would be easier to scan and read.

Make your preheader more engaging and compelling – A preheader or preview text is not a subject line, but it works similar to an email subject line and appears next to the subject line. It gives email recipients a glimpse of what is in it for them.

Many email clients will show your preheader/preview text next to your subject line. Here is a screenshot of a preview text alongside a subject line on Gmail.

Personalize your email subject lines – Personalizing your subject line is crucial because it evokes emotions and increases click-through-rates (CTR). Thus, use the recipients’ real name to get his attention.

Increase Your Social Signals

The 200 Google ranking factors do not include social media activities. Still, research on 23 million social media activities reveals that the top four Google ranking positions are those with the most Google+ and Facebook activity.

What do these findings mean for marketers?

It means that social signals are essential for your SEO strategy. Thus, use email marketing to increase social signals.

Here’s how to do it:

When you create and publish new blog content, send email newsletters to subscribers on your list and ask them to share the link of your blog post across social media sites. Another way to make it a lot easier for subscribers to help increase social signals is to add social media share buttons in your email messages.

That way, email recipients will increasingly share your blog content across different social media platforms and boost your SEO efforts.

Wrapping Up How to Use Emails to Boost SEO

Here we have outlined practical email marketing tips you can integrate into your marketing mix to amplify your SEO strategy and increase search engine rankings. You will succeed in your email campaigns only if you have the right approach.

Therefore, apply these tips and text your strategy to find out how you're progressing. Your buyer persona is at different stages of the buyer journey. It means that what works for buyer A might not work for buyer B. Therefore, test, test, test!

What are we missing? Please, comment below!

This article also appeared at the Moss Media blog!