Email Marketing: Improving Relevancy Will Help With SEO

When it comes to email marketing you may be thinking, spam; and in many ways you’re correct because all too often we receive unsolicited emails that bare no relevance to what we want or are interested in. There is a huge difference between this type of email marketing and that of companies using it in a far more positive manner to inform those who have signed-up about their latest offerings.

The key for an email marketing campaign to be a success is therefore relevancy, and in the process this will help with your SEO efforts as well. You need to establish what you’re customers are interested in, and from here you’ll be able to build a successful email marketing campaign. But how do you achieve such relevancy? Well, thank Econsultancy, they’ve come up with a list of five strategies to help:

Access Behavioural Data

Google Analytics or any other type of search or browser data you can get your hands on will help inform you of your audience’s intentions. This information is hugely valuable and should be your top priority to help build up relevancy. From here you’ll be able to establish who browses what, and hence which products and services to best target them with.

Automated Emails

We’re very much living in the here and now, and for marketers that means striking when the iron’s hot. So when someone has taken an interest in a product or service, and has signed up to receive offers or latest updates via email, be sure to offer them a discount or promote relevant products and services as soon as you can. This can be achieved using automated behavioural emails.

Behavioural Segmentation

This helps businesses and companies understand what to market to a particular type of buyer. The segmentation involves analysing buyers based on their knowledge, use and responses to certain products or services. What’s more is you can base your segmentation on customers’ purchase history combined with the behavioural data, as previously mentioned. This will give you a clear picture of what the best products and services are to market to your customers individually.

Customer Engagement

Be aware of who within your database has most recently engaged and converted, whether that’s directly on your website or via a previous email marketing campaign. These are the customers that should be your top priority when it comes to new email marketing campaigns. Be sure to target them using the previous email marketing strategies, to really enhance relevancy.

Test

This should be an ongoing process, whereby everything gets tested along the way. What’s the most responsive time to send an email? How long should you wait before sending a behavioural email? Does your email content work? If not, you may need to consider spilt testing different copy to see which is more effective.

So how do these relevancy strategies help to improve SEO? Well first of all, your main goal is to target relevant customers and users with information, offers, and discounts about products and services. This will help to increase traffic flow. The more targeted the better, as there is a greater chance of users clicking through and converting. Whilst search engines won’t be able to crawl and index emails, having keyword rich anchor text and relevant content within your email campaigns will undoubtedly help increase traffic to your site.