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Eugine Dychko
14 March 2019
Reading time: 7 min

5 Tips For Aligning Your SEO And Email Marketing Strategies To Drive Better Results

Digital marketing strategy is a complex mechanism that should contain various elements and serve a clear purpose.

It should attract new customers while keeping the already existing ones engaged. With this in mind, you should definitely consider unifying SEO and email marketing strategies, so they do not work in silos, but complement each other.

It’s often like that – email marketing and SEO specialists do not communicate much regarding aligning their efforts, since there seems to be nothing to do together. However, you should always imagine digital marketing as a puzzle – then it becomes clear that without considering the form of its elements you cannot join the right parts easily.

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Both SEO and email marketing are used to drive people to a certain website, increase traffic and make them engaged with website’s content. Alongside optimizing social media, these two methods can help increase online presence, endorse your company’s product and ultimately drive better marketing results. The main goal of any SEO strategy is to attract as many original users as possible to the website and keep your website popping up in their internet searches. Here are certain tips that will help to accomplish it:

1. Setting up a digest newsletter that contains all the new posts from the company blog

One of the most common ways to ensure that your clients are getting news about all the latest updates from your company is to create a mailing list – adding everyone that used your service or signed up for it and regularly sending them information letters.

The best way is to create a digest of all the posts from your company’s blog (if there is one) or your company’s official social network or website updates. This way you can build traffic on your website since your clients are more likely to spend their time looking through a short newsletter and clicking on the interesting headlines than checking out your blog or website by themselves.

Let’s look at an example: an online graphic design tool, Crello, creates an article digest and delivers it through the newsletter. The articles mentioned are not limited to simple user manuals for creators that use this instrument. In addition, there are also announcements about themed designs dedicated to special occasions like Coffee Day, Halloween or Christmas and articles that could be genuinely interesting to Crello users in general. This allows keeping users engaged at all times even when they are not involved with the tool directly.

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Worth mentioning, repurposing your email content can be a good way of minimizing creative efforts. For example grouping a few emails with a recurring theme into a bigger blog post can give regular visitors an incentive to subscribe to a newsletter and provide additional content for a website.

2. Archiving and canonicalizing emails

Every professional that deals with newsletters needs to know that emails need to be archived from time to time so that the attrition rates can be decreased and more people can subscribe to a newsletter.

Archiving old emails on the website can also help cataloging the old emails into a simple-to-navigate content pattern. Archiving needs to be done every time a new bunch of newsletters is sent. This can be quite tiring therefore a good way to deal with it would be to use canonical tags.

A canonical tag is essentially the reference that points search engines to your very own blog page. Canonical tag should be added in a form of link to a blog page post into the head section of your email. In a situation where there are multiple pages with similar content, a canonical tag connects your content with a unique URL address and helps engine crawlers to index it.

Search engines such as Google can recognize canonical tags and help to reach the right URL all the while avoiding similar pages. This way Google treats a certain page as a duplicate for a canonical URL. This technology helps to systematize all of your content without losing or getting lost among the archived emails while simultaneously connecting newer emails both with current blog posts and the archive.

3. Using long-tail keywords and phrases

Keywords are one of the biggest concerns for every SEO campaign since keywords are the very phrases that help customers to find your page through search engines. The main challenge here is to determine the most suitable and at the same time popular keywords in order to make sure that your page can be found by as many people as possible.

Keywords should not just be aimed at search engines, they need to be developed in order to be easy to navigate by customers as well. Therefore it would be wise to avoid using too many keywords or pay more attention to the mechanics than to creating a readable and pleasant layout. Keywords can also be inserted into the main body of your emails and not just limited to the blog or website use.

Long-tail keywords are generally more specific to a certain degree than usual keywords. They allow your customers to get exactly where they want to get and to receive information they asked for, which in turn means that long-tail keywords are catering to their needs.

In addition, there is a certain paradigm to the keyword users’ action – those who research generalized keywords (such as “vacation”) are less likely to buy anything than those whose requests are specified (“vacation in Busan, South Korea”). Adding long-tail keywords to the email newsletter helps to ensure that the content offered on your website and presented in your emails is aligned and presents similar information. For instance, check out Tablet’s approach to informing readers about their offers.

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And finally, there is a notion of Zero Moment of Truth (ZMOT) that is used in marketing. This notion stands for a certain moment where the desire to buy a certain product correlates with information on this product offered by research. It means that there comes a moment when a potential customer receives a certain advertisement that piece of information becomes crucial in deciding to buy. And in order for your advertisement to become this piece of information, you need to be specific in your choice of keywords.

4. Adding and tracking UTM parameters

It is not enough to simply implement a certain theory into your marketing strategy. You also need to track its efficiency and performance. The best way to do it is to use the Urchin Tracking Mode (UTM). UTM is used for analyzing the traffic – where it comes from and who is more likely to click on your email. The data can be presented through the Google Analytics form.

Campaign URL Builder is the Google Analytics tool that allows creating a simple campaign URL that can be used in any promotional channels associated with a certain campaign. Creating a campaign URL will also help to track UTM Parameters in Google Analytics which in turn will allow determining whether a certain campaign (a newsletter) is working for you and your company. This tool is good for email campaign management and, moreover, it is easy and free to use.

5. Promoting engagement

To keep ranking high on search engines it is necessary to ensure that people not only visit your website, but interact with it as well. Therefore, you need to promote engagement. In doing so through the emails, it would be good to include some click-worthy news or interesting information. You can also encourage your customers to interact with your content more directly through leaving comments, likes or sharing your content on their very own online platforms or social media.

This way you can not only keep the traffic coming, but promote your brand name as well and create a certain positive customer-friendly image for your company. This type of direct interaction attracts new customers and makes the old ones feel valued.

Make the content on your newsletters eye-catching – add more visual representation, use hyperlinks and offer certain benefits (e.g. being mentioned on your next newsletter or on your website/social media, getting a branded T-shirt or a ticket) to everyone who clicks first or leaves the most interesting comment.

These small promotional activities can really increase customer engagement since people are going to feel as if they interact with your content directly rather than simply consume it. More than that, sharing your content on social media can bring in more newsletter subscribers to you as well.

Summing things up

All things considered, there are five fairly simple ways to improve SEO and email marketing strategies, aligning them together in order to maximize the positive effects of a thorough marketing plan. All of these tips, especially keywords and canonical tags, help expand your social media presence and your clients’ involvement all the while attracting new customers to your website by promoting it on search engines.

These strategies simplify the delivery and systematization of your blog and email contents, improve subscriber involvement and increase website traffic. In addition, these steps help to rank higher on search engines while additionally saving you some money and time.

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Eugine Dychko

Eugine Dychko is a marketing manager at Crello. She has 7 years of experience in marketing and content writing and a strong understanding of social media techniques. Eugine is passionate about providing insight into the latest trends of the visual industry and online advertising.

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