It usually works this way: you fall in love with a website, and you are eager to monitor the content as soon as it is published.
Then, of course, you subscribe to a daily or weekly newsletter because what you have in front of you is really cool — only to find out a few hours later that your inbox has been bombarded with lots of junk emails.
Junk, in this context, refers both to emails you subscribed to for relevant content as well as to emails whose content is completely irrelevant and off-topic.
To be sure, you have often ignored email promotions and newsletters: bad news for click-through rates (CTRs), though.
According to Emarketer, the “majority of marketers say CTRs are the biggest challenge to email marketing success“.
Why customers do not click on links?
Why is that?
Everybody wants an answer.
Quite simply, customers seldom enjoy a wonderful experience when they reach their final destination because many websites aren’t optimised according to SEO guidelines.
What SEO has to do with Email Campaigns?
- Firstly, technical SEO is essential to address and solve technical issues that are likely to affect the performance of a website (such as page load speed, and HTTP status codes, for instance), leading to a better experience for the customers.
- Secondly, on-page SEO allows you to identify key phrases in terms of volume trends, type of device being used and location. This is vital to target a relevant audience and create premium content. As part of this process, the testing and the optimisation of landing pages is aimed at producing data that eventually determines a more profitable strategy with regard to content.
- Finally, off-page SEO is mainly buzz monitoring and outreach, which have similar features to social.