The synergy of SEO and email marketing. How to use its potential?

SEO
Mateusz WinklerMateusz Winkler
Published: 23.01.2020
5 minute

What do SEO and email marketing have in common? Although seemingly different, both are very effective and therefore translate into profits in a real way.

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On a day-to-day basis, they are usually used separately, but they also successfully operate as a system of interconnected vessels, in which one is responsible for generating audiences and the other for regularly converting them into loyal customers.

In this article I will try to show you the not-so-obvious applications of both. Find out how SEO and email marketing complement each other and what role Senuto ???? plays in all this.

SEO as a way to grow your subscriber base

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Generating leads, or subscribers if you prefer, looks similar in many industries. A landing page, a quick promotion using PPC and you’re done. People click, subscribe, and you pay ???? for it all.

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Not a bad solution, but you have to admit that getting the same subscribers without having to pay sounds even better, doesn’t it? This is where SEO comes to your aid, of course. If your site generates a certain amount of organic traffic – take advantage of this to collect contacts, which in the future can turn into real and well-paying customers.

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Setting up a new LP doesn’t make much sense in this case. Instead, use annoying but darn effective pop-ups. This way, you’ll kill 2 birds with 1 stone – by serving your audience what they were looking for (the content on the page they came to), you’ll collect valuable data about them.

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SEO as a source of data on audience preferences

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Ok, the subscriber base is starting to grow. Day by day there are more recipients to whom it would eventually be appropriate to send something, wouldn’t it? Where to get an idea for the topic and content of the newsletter?”

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And here you can use data from Google Analytics (checking what kind of content is of most interest to visitors to your site), as well as Senuto, which with the help of a very rich Keyword Database will tell you what topics are most searched for on the web.

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Senuto will show you the most popular phrases along with their extended variations. You’ll also find seasonality information so you can plan your mailings to be even more effective!

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This is because such data will allow you to tailor your communications to current trends, seasons, holidays, or simply the information that is most popular at the time.

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E-mail marketing as a way to skillfully navigate and keep your audience longer on your site

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The challenge of any SEO professional, as well as any person responsible for managing a website, is to keep the viewer on the site for as long as possible. Let them spend as long as possible perusing the content, checking out the products or services, and as a result, maybe they will buy something ????.

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Unfortunately, not every service is perfect. It can’t boast super UX, valuable content alone, and smooth and fast performance. In many cases, the viewer, before even getting to the place you particularly care about, will simply get discouraged and leave your site.

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And this is where email marketing comes to the rescue. Using data about the recipient, where they’ve been and how much time they’ve spent on your site, you can deduce what they’re really looking for and serve that very content to them in a personalized email.

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E-mail marketing as a way to get repeat visitors

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Ok, let’s assume that the UX, the smoothness of the operation and the content itself on your website stand at a high level. A user finds you in a search engine, takes a look at your offer and is almost close to buying…

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Right, because suddenly something interrupted his journey through the site (his boss started approaching his desk, his wife told him to take out the trash, or the Internet started failing). After a quarter of an hour, the user forgot what he was really looking for and didn’t visit your site again. In the process, he left a filled, yet sad and abandoned shopping cart ????.

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What’s next? Here again, you can harness the power of email marketing by harnessing marketing automation, which will first “catch” such behavior and then send the user a mailing with a tailored message.

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Bonus, or email marketing as a way to enhance the effectiveness of SEO efforts

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Click-through rate (CTR) – but the one counted in the search engine, not email marketing – also translates into the positions themselves. In what way? Read also: What do we know about CTR from SEO? A study of 8,452,951 phrases

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All kinds of mailing and newsletter campaigns can also be an effective tool to support SEO itself. All you need to do is to make sure that your emails don’t have clickable links. Instead – they should contain information and tips that will make your recipients go to your site via a search engine.

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Every time your site is found in this way, and then visited, it will also translate positively into your site’s positions.

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“Mailing without links? Is he crazy?”

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Clearly, this is not a typical tactic used by SEOs or email marketers. However, if you have phrases that you can’t for the life of you hammer into the positions you care about – give it a try. You may find that such a mailing will “do the job” that more traditional strategies ???? couldn’t handle.

The combination of SEO and email marketing

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Hopefully, with this article, I’ve been able to shed a little different perspective on SEO and mailing activities.

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What do you think about this combination? Do you have your thoughts? Don’t forget to share them in the comment section below!

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Mateusz Winkler

Copywriter w MateuszWinkler.pl i Winklers.

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