Email may not be the “sexiest” marketing option—it isn’t the hot new buzzword being blasted out by all the blogs as the potential “future” of the industry, it’s been around long enough that everyone thinks they must be an expert by now, and it’s such a deceptively simple platform that you might not see much potential.
Yet despite all that, email remains the marketing channel with the second-highest return on investment, beaten out only by search engine optimization. That means that email outperforms all other marketing channels including social media and paid advertising, so you get more business for every dollar put in.
If that’s the case, why is investment in email as a part of marketing budgets going down? The answer, studies say, is that many marketers are held back by not putting together an effective strategy for their use of email.
Luckily, we at Frontier Marketing specialize in online marketing and have the know-how to help you develop a comprehensive email strategy. Here’s how we can help you make the most of this invaluable marketing tool.
Using Email to Boost SEO
As we stated above, SEO is the only marketing channel with a higher ROI than email marketing. With that in mind, you should consider the ways that email can boost your SEO strategy.
Maybe it’s a no-brainer that you can use email to drive more traffic to your website and promote the content you put out, increasing the number of page views and boosting your SEO. But something you may not have considered is the impact of a regular readership.
If someone’s subscribed to your email list, it means they’ve already confirmed an interest in your company and are open to hearing from you. So when they click through to the content you feature in your emails, they’ll stay on the site longer and engage more with the site than a newcomer who’s just stumbled in.
Those metrics are measured by the Google algorithms and can impact your search rankings in a big way. That’s why it’s important to cultivate an email strategy that targets your subscribers and gets them to actually open your emails and follow through to your site.
By managing your email lists, utilizing a variety of different types of email campaigns, designing and filling them with quality content that appeals directly to the reader, Frontier helps you accomplish just that.
Tracking Your Results
But how can you really know whether your emails are having the impact you want? What if they’re missing the target?
When you work with Frontier, you can put those fears aside. We use our analytics programs to track statistics like opens, click throughs, time that the email was opened, and more. Using this data, you can pinpoint what works, what doesn’t, and what you can do to change that.
For example, imagine you’ve sent out a newsletter at a time when your readership isn’t checking their email. This means that when they do open their email, it won’t be at the top and is less likely to be seen and opened.
But if you know when they do open their emails, you can send at the right time. That means more opens, more clicks to your site, more user engagement, and more SEO value.
This is just one of the many ways that the feedback our data provides can guide us in building you a more effective email strategy. So if you’re ready to finally make the most of this useful marketing tool, give Frontier a call.