Marketers must use email marketing strategies to help the brand rank higher on organic search engine results.
Brands can optimise their email for search engines by combining their social media and email marketing. This can be achieved by using content interchangeably on the two channels - Social media content, for instance, can be used in the email sales copy.
Similarly, marketers must ensure they identify the most relevant and effective keywords through research and A/B testing. Long-tail keywords, in particular, can be used to optimise emails.
Marketers should analyse email marketing performance with metrics like conversion rates, click-through rates, email sharing rates and list growth rates, to name a few. Besides measurement, brands must also clean their email list to filter leads and concentrate on prospects actively interested in the business.
[6 minute read]