5 Ways to Use Email for Search Engine Marketing

5 Ways to Use Email for Search Engine Marketing

Email marketingEmail is an often overlooked way to increase search engine marketing results as it drives traffic. In recent years there has been so much emphasis on social media channels, email isn’t getting the credit that it should for being an effective business builder.

The successful use of email as a marketing tool can be broken down into five components. The first thing that you have to grow is your …

1. Database

There are two ways to build your list — using a reputable list broker or building your own. Let’s look at how each strategy works.

List Broker

If you choose to purchase a list, you must have a target market in mind. You’ll need to research where you’ll find your mostly likely customer.  brokers have lists provide a variety of different demographic information, so knowing your preferred target will help you to make the most of the list. There are also list broker who provide names based on a history of responding to offers sent via e-mail. The more you can narrow down who it is you want to send the e-mails to, the higher the response rate will be.

Build Your Own

Another excellent way to gather a viable e-mail list is to build your own. (This is the one I’d recommend.) Over time you can gather a list of customer e-mail addresses that will prove to be a tremendous marketing asset. Lists that you build yourselves will be made up of people who already know you and have an interest in what you sell.

You can gather your own list at your place of business and via your website, by offering people an opportunity to sign up to get your emails (which feature special offers and new product announcements). You can also build your lists using social media channels such as Facebook and Twitter.

2. Content

The content of your e-mails should be designed to meet the needs of your audience.  You can inform your customer base about new developments in your market, announce special events. You can also use emails to  solicit or provide opinions on new products or services.. The e-mail content needs to be precise, well written, and engaging. When writing your emails, provide links to your website where they can learn more or make their purchase. Make it an easy decision to make that click to your site.

3. Format

There are two different ways e-mails can be sent and the selection of either is based on the content of the e-mail and how you wish for it to be presented. Emails sent in HTML format look like web pages and can feature graphics, videos, and gifs. These are more effective for sales promotions. Keep in mind that some people do not have their e-mail programs set to receive HTML e-mails, meaning that the content will come in without the graphics.

Text email messages are useful when you want to relay information and are able to keep your message short and to the point. You can use a link in a text e-mail to send the reader to your website where he/she can view more information in HTML format.

4. Testing

Before you launch your email marketing campaign, test your message with a series of smaller groups. This test is called an A/B test. An A/B test lets you test subject lines and content to see how to improve your anticipated response rates.

The open rates from your A/B test  will help you sharpen what you want to say. It will also help to avoid any large scale errors. Testing should be done to representative groups by taking random selections out of the lists you intend to use. Most email marketing services, such as Benchmark, Aweber, ConstantContact, Mailchimp, etc. allow you to do easily conduct these test and compile your statistics to understand what your audience is most interested in receiving.

5. Tracking

The beauty of e-mail marketing is that it allows for the tracking of your marketing program in ways traditional marketing cannot do. The information provided can include how many people opened your message and how many of them responded to whatever offer you included. Tracking  allows you to judge the worthiness of the program, Ut also gives you clues into how to improve it.

Email marketing is inexpensive and flexible. It loses its effectiveness if you overwhelm your audience with sheer volume. When that happens, potential customer will start ignoring what you send, so be respectful and make each missive count. Done well,  your website – e-mail marketing is a viable tool that can be leveraged as part of your overall integrated marketing program.

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