If you are putting together a marketing strategy, e-mail should be a big part of it. E-mail marketing offers a wonderful value proposition as a low-cost means to swiftly and meaningfully interact with customers. However, it’s more effective than many marketers think since effective email marketing is also helping your SEO (Search Engine Optimization). SEO is the building block of your content, products, website, articles, or whatever you want to highlight throughout the search engines such as Google.
While you are creating any marketing material, including an email marketing campaign, keeping your website or content as high up on the initial search results page as possible should be a key priority. Choosing the correct keywords might help you disseminate your information or sell your goods through search engines. So there is a direct relation between e-mail marketing and appearing on the top of the search results. If you lead the users to your websites by linking in the e-mails, you will connect them tightly.
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E-mail marketing is a marketing method that suitable for this era’s technologies of advertisements and promotions. Also, it targets the ROI (return on investment) and one of the digital marketing methods that have the highest interaction with the target audience. Besides, dealing with writing the emails one by one to every single person, you can define yourself as a strategic pathway that will provide you the maximum income at an affordable cost.
According to recent researches, 35 out of 100 people check out their e-mail inboxes regularly. So that, the shopping decisions of these people can be changed according to the emails they get. E-commerce companies know what they are doing. They evaluate the demographic information of their customers, their desires, and previous shopping. Then, they send an e-mail considering all of these. By this way, the customers can find what they want, like or need on these e-mails.
In the present, the consumers do not want to be mentioned as just “customers”. At this point, the brand should know what to do very well. The brands should make consumers inform and integrate into their brands without feeling them they are just customers. So, the users that visit your website should see your brand on social media before the visit. Your appearance in social media should lead the users to your website and make the users talk about your brand. Since that, you should not just sale-oriented but show the new trends and the products according to your customers’ interest.
One of the biggest problems of e-mail marketing is making the users open and read the e-mail. To make the users open your e-mails you should know certain things and apply when you are preparing the e-mail. You have to raise your “open rate” which is the rate of opened e-mails from you. If you wonder which points you should know, follow the below.
The subject of the e-mail, the introductory sentence, the wording of the text, the images in the mail, attachments; simply every single element in your mail should be planned perfectly. Keep that in mind, the gifs, short videos, and buttons that lead to the desired links have risen the open rate. Also, the visit number of your website will be increased.
As you are sending the e-mail to the users the “sender” part has to contain the name of your brand. This will remind you of the users and the awareness of your brand will be increased. Rather than the brand name if you include your name as “sender”, it would be affectless to your brand. Even, it could appear in the spam boxes of the users.
The title of the e-mail should be interesting and attractive as it is the first thing that users see when they open their mailboxes. The words you choose should blaze among the other e-mails and come forward. You may choose the name of your campaigns wisely. Also, the emoji and numbers will be highlighted from the other e-mails. You may contain sales on the titles or spread some star emoji.
Most of the consumers share their personal information with the brands. Some of the people discuss its safety, but the other part of the people defends the opposite. They say that sharing personal information is effective in getting better offers from the brands. As the personal content getting important, the memberships of the users, the searches they made, the things they add to the basket, and the things they buy should all be considered while the e-mails are prepared.
The read rate of e-mails from mobile phones getting increased day by day since anything can be done by these little devices. So, you should also consider mobile compatibility while you are preparing the e-mail template. The users should read and be led to your website properly.
Of course, you want to sell your products but you should not make it obvious. It may bother your possible customers. Don’t use the terms “buy it”, “campaign” and “sale” too often, that will bore the users and a while later they may ignore your e-mails. Since that, you can include some “how-to” guides, information about the products, or the usage areas of them which target involving the users into your brand.
Even though you put your effort and follow all the steps and the things needed, your e-mail may appear in the spam box of the user. It can happen sometimes and you can fix it by reconsidering some of the points. If your mailing list is very long and well-created, sending to all of them at once may be perceived by the algorithm as “spam”. So, it will be better if you divide the mailing list into groups and send the e-mails periodically.
Also, you can separate your target groups and send them the specific e-mails of your campaigns. You can send e-mails such separating as “Men-Women”, “Young-Old”, etc. You can prioritize the users while you are mailing. For instance, you can send the e-mails first to the active users in the last months. Again, you may need to send them periodically. You can also eliminate some of the users for example if they are not giving a sign for a year. It doesn’t change anything if you have more people on your list. Then, re-build your mailing list with the most active ones.
You have to be careful about HTML codes and designs of the e-mails, pop-ups, etc. If you cannot handle it by yourself, please get help from a professional. If your HTML and content would not match it would be tagged as “spam”. Another thing is testing your e-mails. Gmail and Hotmail are the biggest e-mail providers and you should test those servers before sending them to everybody. If you get caught as “spam” in those servers they will add you to the blacklist.
The way of e-mail marketing is passing by creating a pop-up newsletter subscription. It will encourage the visitors to subscribe to the notifications and also the mailing list of your brand. However, even this is an effective way to keep your website alive, you have to be careful about a couple of things. These pop-up mails should be short, direct, and simple. You can use bold fonts or bigger points but you should avoid using Caps Look, it will give an unprofessional impression to the users.
Your content must be relevant with the pop-up windows otherwise it would turn into clickbait which is the most repulsive element for the users. Be away from the link shortening websites. Also, the color of your emails should be vibrant but not tire the eye. The images should be chosen qualified and original. Also, creating pop-up windows for the subscribers or visitors is very easy with the tools down below. Let’s take a look at them!
By using MailerLite you can create a “Home Page” for your website but most importantly, you can create pop-up pages for it. Also, it is not needed any HTML code knowledge. It provides free and premium services; you can also get a free trial of premium for 14 days. It is very easy to use and practical. In the free version, you can send 12000 e-mails to up to 1000 subscribers. If you get premium you can enlarge the audience and the e-mails.
Mailchimp is a mailing platform that provides you the service you need and also teaches you some new techniques. Besides its wide vision, it is very simple and easy to understand. The support team of Mailchimp is also great. The tools they provide are so useful for start-ups, e-commerce websites, and agencies. In the free version, you can send up to 10000 e-mails to a maximum of 2000 subscribers. You can also, level up your membership and send more emails to more people if you want.
Ominsend is one of the most preferred tools of e-commercial websites whether for small, middle, or big companies. It is a professional tool but has a very simple interface that you can easily create your mailing design. You don’t even need to know to code. You can design the mailing style according to your desires and also arrange the mail flow. In the free version, you are allowed to send 15000 e-mails to a maximum of 2000 subscribers. You can increase them in the premium version.
The Sender is very common as an e-mail marketing tool for e-commerce websites. You can create pop-up windows according to the style you want. Even when you are sleeping Sender will send e-mails automatically to your subscribers. The Sender also provides very useful statistics such as the feedbacks, the most clicked contents, etc. It is very important for your strategy. For the free version, you can send up to 15000 e-mails to 2500 subscribers at a maximum. You can increase these numbers with a premium version.
Litmus is the tool used by very big companies and it defends that e-mail marketing is an obligation. The high-volume e-mail campaigns provide scales and make them easier. You can create attractive and different campaigns by Litmus. It is very easy to integrate with your website as it targets the users and makes it easier to keep your mailing list active. It can be a little pricier but you can get a free trial for 7 days before you decide whether you want to buy or not.
Search engines are not responsible of rank the marketing e-mails. Besides, the target of the e-mail campaign that is sent is to get the attention by clicks not improving the SEO in the first place. However, given that 51% of people explore new websites from their e-mails that drop in their inboxes. So, it would be wise if you consider that and increase the traffic of your website. In the long run, your SEO will be improved and you will gain permanent users rather than just a one-time click thorough.
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If you are sending articles, blogs, e-mail newsletters, etc. be careful about uploading all the material you attach with your e-mail to your website. People are willing to seek what they see in the e-mail on the search engine of your website. Even, the people get to know about your website from an e-mail they are caught by a keyword in it. So, they will search for that specific keyword on your website. If they cannot find what they are looking for, that will be very unfortunate.
Attaching the social media links into your e-mails is a very smart method to increase the traffic of your brand or company by using social media exposure. Linkage of social media both increases the search traffic and also the visitors. If your e-mails including qualified graphic material, sharable, engaging, or effective content in its essence your website will be heard from many people. Since social media platforms make them all easier and faster than expected.
While writing the text for your email, you should engine the keywords reversely by considering which phrases your audience would look for online. As it is likened coming up with the appropriate search phrases to a game of “Family Feud.” Rather than just using the greatest phrase, you should integrate the words that readers would think of into your email text.
Testing is an excellent method to check out different SEO keywords. A/B testing and multivariate testing are two of these approaches. As you examine two distinct versions of an email, this is known as A/B testing. Multivariate testing entails sending out several copies of an email. You will discover the e-mail content piques your audience’s interest and prompts them to look for your material afterward.
Generating quality search traffic to your website also allows you to reach the users who are more inclined to spend time engaging with certain resources and pieces of information. So you should work on increase the time spend on your website and lowering down the exit rate. The more time the visitors spend interacting with your content and site, the more likely they are to convert. On-site interaction data, on the other hand, may help your SEO efforts.
Time on site and bounce rate both correlate with high ranks, however, it’s hard to tell for sure whether these data are directly influenced in the ranking.
In email marketing, not only should high-quality material be included, but it should also be customized to attract the right demographic. For instance, if you are in the publication of dog collars or kitchen equipment it is very specific and your visitors are the certain ones. However, these emails can also be personalized. You can divide the mail groups according to genders, ages, etc. as it is mentioned above. You may give sale coupons to your subscribers on their birthdays. It would be very effective to gain them forever.
Relationship between the e-mail marketing and SEO can be complicated; don’t worry. If you still have questions in your mind here are the frequently asked questions and answers about e-mail marketing and SEO. Let’s take a look at them!
It works without any doubt which has an ROI of about 4400%. Email is a major instrument for creating a return on investment in marketing activities, not simply for extending offers to consumers or generating leads. Companies that use email effectively might benefit from increased sales and a more cost-effective marketing strategy altogether. This question may be asked because e-mail is a very old tool for marketing.
Typically, we assume that outdated technology will become obsolete. Some do, while others change. This is what email marketing has accomplished and why it continues to be successful.
The first thing you should do in lowering your bounce rate is to provide excellent content, and you can affect your visitors’ quality by connecting to it in email newsletters. Visitors that arrive via email links are more engaged and interested in your material, which makes sense given that they signed up for your emails at first.
Building an e-mail list for e-mail marketing is very essential in the first place. For gathering the e-mails, you can give advertisements to the social media platforms. People are willing to give their e-mail addresses to subscribe if there is something useful for them. It will depend on the thing you are publication but you may offer free access to your content for a limited time as you get their emails. Also, you may give some sale coupons if they subscribe to your e-mail newsletters.
Mailing design is very important and is the reason some big brands cannot reach success by e-mail marketing. The text of the e-mail should contain only the relevant things. The e-mail should be eye-appealing by the colors or images used. Long texts would be very boring and affectless, the texts should be short and direct. Also, the sentences should be short. The design of the mail should not be over 680 pixels.
The loading time of an e-mail should be short since the users don’t want to wait for a long time. Each image in the e-mail should not be over 120 KB.
E-mail marketing is the most affordable advertisement way for digital marketing. The data collected from the subscribers make the companies know about their customers better. Also, the loyalty of the customers and brand appearance can be identified by e-mail marketing. Personalize e-mails can be sent for increasing these. Cross-sell and up-sell amounts would be increased. Also, e-mails are permanent if you don’t delete them. So, you will be always there somehow.
E-mail marketing has been in the market for a long time even though it is changed, improved, evolved, etc. It still goes very well with the effectiveness and growth throughout the years. In the future, the usage of e-mail marketing is expected to increase also it is expected to be the top ROI for the brands or entrepreneurs. E-mail marketing is getting more and more popular in the future. So, if you have a small business or startup you need to consider e-mail marketing.
If you have middle or big business and away from e-mail marketing, don’t worry. You are not late, you can start now and enlarge your company even more.
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