How to Integrate SEO and Email Marketing

SEO (search engine optimization) and email marketing are the bread and butter of many marketing campaigns.  For the most part, however, these two marketing strategies are quite distinct from each other.  After all, SEO is interested in landing your website higher on the search engine results page, while email marketing is sending out emails to potential clients.  

Thinking of SEO and email marketing as separate marketing strategies is a misconception.  With the right tools and strategies, the two marketing strategies do not need to be separate and can instead work together to generate more leads and conversions on your ads. 

Keep reading to learn more about how to integrate SEO and email marketing and how Ella Interactive can help!

Provide Links in Your Emails

Email marketing does not need to serve only one purpose.  Yes, email marketing is great for generating leads and getting your message directly to your target audience, but email marketing can also be used for link-building – which is essential for SEO.

Of course you want to use email marketing to send out offers, newsletters, neat infographics and other information about your business, but you can also use this opportunity to provide links back to your website and related content pages.  By linking back to your website in email marketing, you can improve traffic to your website – which helps SEO – and still generate leads.  

Ella Interactive has the resources and tools to show you how to provide effective links in your email marketing.

Before Starting an Email Campaign, Test Offer Conversions First

Don’t start an email campaign unsure if it will be successful or not.  With Ella Interactive, you can have access to data that will allow you to start an informed email marketing campaign.  

By assessing the traffic on search engines, pay-per-click advertising, and how certain content is performing – such as a blog – you can have data that will tell you how a landing page and offer is performing.  If that offer on a landing page is not performing well, then you can tweak the offer or how it is framed and send out a revised, informed email marketing campaign.  

Use the Most Lead-Generating Topics

Before you continue with your current email marketing strategy, check your data.  How are your current topics and offers performing?  How have past ones performed?  What were some of your most successful campaigns?

When sorting to see which campaigns worked best for you, you should also check to see what keywords you used – and use some of those keywords in the future. By using data from email marketing campaigns, you can then begin to consider which keywords you can use on landing pages or blogs, which will further help your SEO.  

SEO and Your Landing Pages

Through email marketing, you can send out a variety of landing pages.  On the landing pages that you send out, you can really show-off your business and marketing skills.  However, you need to give some structure to your landing pages – keep SEO in mind.  When crafting the landing pages, you will want to consider what keywords you are using, and that those keywords have proven to be effective in generating leads and conversions.  Remember, use an effective URL and be sure to provide some links on those landing pages.  Having an effective landing page, and combining that with data-informed email marketing, can both improve traffic back to your website and help generate leads.  

Pay-Per-Click and Click-Through Rate

Inbound marketing is a busy and competitive field.  Before you can achieve any conversions, potential clients may need to see the advertised product or service several times over.  You need to make sure that your service or product is visible for an extended period of time and in a few different locations.  By running a PPC campaign a few days before and a few days after an email marketing campaign, potential clients will have a few different ways to see and potentially click-through your advertisements.  An effective and well-timed PPC campaign can greatly increase the click-through rate of your email marketing campaigns.

Using PPC to Test Email Subject Lines

Like any email, the subject line is essential in communicating important information in just a few words.  However, do not let guesswork decide which words make their way into the subject line.  Just like with other digital marketing strategies, let data inform your decisions.  Try a few different keywords and see how they perform in PPC ad campaigns.  After the campaigns have ended, use that information to inform what will be stated in the email subject line.  If you need help with running PPC campaigns and email subject lines, try out Ella Interactive’s email marketing features and see if that helps you generate leads and conversions.

Email Sharing and Link Building

With link building and SEO, you want to get your content in front of as many different people as you can.  You want your content to reach many different places, which helps drive up traffic, which improves SEO, which allows your business to place higher on the search engine results page.  As you can see, all of the actions you take in digital marketing are interconnected.  

In your email marketing campaign, do more than simply provide links back to your website or blogs.  To improve link building and SEO, write a quick blurb that urges people to share the email and forward it to other people. 

Email marketing and search engine optimization should not be siloed off from each other.  In order to improve your click-through and conversion rates, you need to think about how you can connect your email marketing strategies to your search engine optimization.  Try to incorporate many different aspects of digital marketing into all of your strategies – integrate link building, PPC, email marketing, and landing pages.  If you need help integrating these different strategies and optimize your digital marketing efforts, consider using Ella Interactive, an all-in-one digital marketing tool.  With Ella, you have access to automated email marketing, social media management, and data to support all of your marketing decisions.

Leave a Reply

Your email address will not be published. Required fields are marked *