Search engines don’t index emails. That’s an indisputable fact. However, that doesn’t mean your SEO efforts can’t benefit from your email marketing. With the right techniques, you can actually optimise your emails for SEO.
Here are five tips for writing SEO-friendly email newsletters.
1. Encourage social sharing.
Your social media presence (or lack thereof) can have a significant influence on your SEO ranking. CognitiveSEO analysed 23 million social media shares and found that the five most shared pages on platforms like Facebook, Pinterest, and LinkedIn were also the top ranking pages on Google SERP.
Take advantage of social media and use its power as an opportunity to boost your SEO. Encourage your subscribers to share the content of your newsletters by including social media sharing buttons in your emails.
Make the buttons prominent and use contrasts so that the buttons stand out. In addition, design your buttons to be around 44 pixels—or the size of the average adult’s thumb. This makes it easy for mobile users to quickly tap and share your emails.
By encouraging social sharing, you enable subscribers to spread your message, increase awareness for your brand, and strengthen your social media presence—all things that do wonders for your SEO.
2. Enrich your newsletters with keywords so they can be turned into blog posts later on.
If you send out newsletters on a regular basis, then you have a full array of content that you can tap into to support your SEO efforts. Don’t disregard old newsletters—they can be repurposed later on as high-quality, keyword-rich blog posts on your website instead.
For short newsletters, you can collate the emails that speak to similar topics, converting them into a larger blog post.
For lengthier newsletters, you can take the exact email and publish it as a blog post. Make it more readable by breaking up text with images and adding headings and subheadings where necessary.
As an alternative, you can compile lengthy newsletters with the same themes and turn them into downloadable resources such as eBooks or whitepapers.
3. Target your brand ambassadors.
Your list likely contains different types of subscribers—from the unengaged to those readers who open every email but fail to click on your links or CTAs.
That being said, you also likely have subscribers who open your emails, share your messages on their social media profiles, make regular purchases on your website, and religiously posts feedback and product reviews. These are what you call your brand ambassadors.
In a nutshell, brand ambassadors are customers who are vocal supporters of your brand and products. By segmenting your brand ambassadors, you encourage them to do the SEO and promotional work for you.
Once you’ve identified your brand ambassadors, send them relevant messages, exclusive discounts, promos, and offers that will entice them to promote your brand.
4. Optimise your newsletters for mobile.
Mobile usage is at an all-time high, and according to the data, about 53% of emails are opened on mobile devices. In today’s digital age, optimising your newsletters for mobile is an absolute necessity if you want your brand to succeed.
Most, if not all email marketing platforms today have mobile optimisation features. This means it’s easier than ever to design mobile-friendly email newsletters.
When optimising your emails for mobile, consider the following tips:
- Design images that load quickly.
- Use a single-column layout.
- Keep the width of your newsletters within 600 pixels.
- Use large font types.
- Call to action (CTA) buttons should be large enough to be easily seen and clicked, even on mobile devices.
If you want to make it easier on yourself and simply the optimisation process, use mobile-responsive email templates. With these email templates, coding newsletters for mobile is no longer required. You can also customise these templates to craft a wide range of emails, not just newsletters.
5. Ask for your customers’ feedback.
Positive customer feedback is not only a great way to improve your SEO, but it also helps build customer loyalty and trust. Emails are the perfect avenue to ask customers for feedback.
In your newsletters, include a CTA or link that leads customers to the page where they can provide you with their feedback.
You can also send targeted emails to subscribers who’ve made recent purchases and invite them to review the product that they purchased. Make it worth their while by offering an incentive in exchange for their feedback. This can be anything from free shipping, free gifts, or a discount on their next purchase.
Search engines may not crawl your emails, but that doesn’t mean you can’t leverage them for your SEO. Both email marketing and SEO have the same goal—for you to generate leads that you can convert into customers.
When you combine these digital marketing channels, you save a significant amount of time and effort. You also achieve results that you wouldn’t have achieved just by focusing on only one channel.
What are you waiting for? Start writing SEO-friendly newsletters today. By following the advice on this blog, you can make sure that your newsletters have a purpose outside of a subscriber’s inbox.