Making sure your email marketing supports your SEO efforts makes your company less vulnerable to losing business to your competitors, increasing your capacity to generate online revenue.

Here’s how you can bring together these two components of your online strategy to make your brand even more successful.

Recommended reading: How To Avoid An SEO Disaster For Your Website

Making email and SEO part of the same sales funnel

Your sales funnel exists to make it as easy as possible to take your audience on the journey of being interested in your products, to becoming paying customers, to returning to your business one day.

A well composed and executed sales funnel removes lead leakage from your business. A poorly designed sales funnel leaves your company vulnerable to losing your customers to your competitors.

An essential feature of a world-class sales funnel is incorporating as many of your potential sales channels as possible. This includes making the most of combining inbound marketing tactics like SEO with more outbound methods like email marketing,

After all, SEO and email are both part of the lead generation stage of your sales funnel — where your goal is to attract the interest of your audience, get them onto your website, then convert them into customers. They also both contribute to sales after-care and community building and are essential to bolstering company reputation.

In essence, it’s all about having a joined-up strategy where the same messages and value propositions are highlighted in a circular fashion. Ensure that every ‘touch’ a potential customer has with your brand is a positive one — whether it’s an auto-generated email, or a blog post.

Don’t believe me? Then check out the excellent video below. Not only does it get even more detailed on the importance of email and SEO to your business, it demonstrates how you can incorporate them into the same sales funnel.

Asset-led content marketing

A robust email list is one of the highest value assets that your business can have. Why?

Because email remains the marketing strategy with highest engagement rates and the greatest return on investment: just have a look at these stats

●     Email marketing is rated as an excellent method of driving up investment by 27% of your peers – SEO is the next highest on 22%

●     Email marketing accounts for up 44% of total sales

●     34% of your customers check their email accounts throughout the day

But that’s not all

●     Email marketing has an ROI of 3800%

But in order for you to get the most out of this marketing weapon, it’s essential that build your email list from your brand’s high-value assets.

These could be your videos, ebooks, webinars, microsites, white papers, and case studies: the unique intellectual property that your business has produced and which offer exceptional value to your customers.

By employing SEO tactics, you can steadily increase the ranking (and value) of these assets, greatly widening the scope of potential email subscribers. Just make sure the value proposition for the reader is compelling enough to give up some inbox space for!

(From an SEO perspective, seasonal content and guides can be big winners here).

For more information on you how SEO can help your business, watch the brilliant video underneath…

Using customer interactions and data to inform SEO content production

One of the most persuasive selling points for email/SEO integration is all the granular customer data email lets you access. It’s a customer behavior goldmine.

●     Which content elements are people focusing on?

●     Which subscriber groups are most active? (Demographic, geographic etc.)

●     What kind of subject lines get the most clicks?

●     What links are people clicking on?

●     What devices & browsers do people have?

●     What value propositions and offers get people engaging?

By using email software with analytics, you will have a whole new raft of datasets to add to your SEO content production queue.  For instance, you could hone in on the keywords that are specifically causing your customers to click through to links. Or you could look at regional patterns in your data and then use this to develop local SEO for that region.

For even more information on how to make the most of the relationship between email marketing and SEO, check out the brilliant video below…

Using email as a content seeding platform

Content seeding is a way of disseminating your content over the web, with the ultimate goal of getting as many people to see it as possible. This can be done via influencers, social media, bloggers, or through strategic use of email marketing.

Your company newsletter is your go-to outlet for seeding content via email. If you want to get the most from your company newsletter, you’ll need to make sure you are getting the maximum out of your seed list.

What’s your seed list? It’s a list of people that get access to your emails before anyone else. When sending out your newsletter to these prized individuals let them know that they have been granted early access to the content, and impress on them that this privilege comes on the proviso that they share it.

Any great blog, asset, or content marketing win on your domain should be dished out to your email lists to help boost traffic and aid indexation. But don’t just send out an indiscriminate blast to everyone — segment out your email list into areas of interest and customer history so that you can notify people of stories they are going to really care about.

Email isn’t just the marketing channel with the highest engagement rate and greatest ROI; it’s also a tool that you can use to support your SEO efforts. So take the advice from this article, put its lessons into practice, and optimize your business even further.


**About the Author: Kayleigh Toyra is a Half-Finnish marketer and content strategist based in sunny Bristol. She loves to write and explore themes like women in digital & customer