Email Marketing

The most prevalent type of B2B email marketing is content marketing, most often in the form of an email newsletter containing several articles. Most email newsletters carry introductions of the stories with a click through link to a website to continue reading.

Those who create email marketing, those charged with content creation, those responsible for maintaining the website, and those responsible for SEO need to work effectively together to leverage each other’s contributions.

If you’ve got good email marketing content you’re going to post on a public part of your site—content for which you’d like to get found via organic search—here are some things to keep in mind.

Content copywriters need to understand SEO. The article content should be written with a page-specific optimization strategy in mind before beginning to write. Including article titles, headings and body copy.

Don’t post all of the content on a single page. If you have multiple articles in your email, put them on individual pages on your site.

Create unique and appropriate title tags. Copywriters need to understand SEO and how to make the most of keyword-rich title tags.

Use keyword-rich ALT tags. The ALT tag in your email should be used to induce people to open or load your email; the ALT tag on your site is primarily for search.

Specify an appropriate and unique URL for each page. Make sure the copywriter understands SEO and the keyword strategy for the page and can specify a URL consistent with that strategy.

Link to other content on your site. The click-through article should be the immediate goal.  But you should be thinking about easy ways to motivate the reader to jump deeper into related content on your site. Your content should contain text links in the body copy of the article to other highly relevant pages on your site.

Link to the content of your email. If you’ve got good email content that continues on your site, make sure you link to that content from other areas on your site.  If you don’t link to that content from else where on your site, site visitors and search engines aren’t going to find it.

There are more things you can do, but this is a good checklist for starters.

Do you need an effective (or more effective) email marketing strategy?

Send us your information on the Contact form on the right side of this page.  Or go to the Contact Us page to send a more detailed message.  We want to help you start moving in the right direction.

YourAdTeam is a full service advertising agency located in Benton… the heart of Arkansas.