When most people think about SEO, they think web pages, blog posts, and more static types of content. The other thing that usually comes to mind is the SEO plugins like Rank Math* that help you with keywords, tags, and other optimization tools to get your content found in the search engines.

But, did you know that using the principles of SEO in your email marketing can also help you achieve more traffic back to your site?

Here are 10 reasons why you might want to use SEO in your email marketing:

Reason #1: It drives quality traffic back to your site

Once someone is on your list, it doesn’t mean they’ll never come to your website again. Instead, it means you have many more opportunities to invite them back to your site. Let your subscribers know every time you publish new blog posts, new product information, and so forth to them via email directly, based on their interests. And don’t forget to use your keywords!

Here’s another thing to think about too…

Most autoresponders provide you with an archive page for all of your broadcast emails. If you apply SEO principles to your emails when you send them, that archived message gives you another way to drive people back to your site.

Reason #2: It improves social engagement

You can also use email marketing to send your subscribers to your social media platforms to help boost engagement.  For example, if you have a Facebook Group, you can send messages via email and ask them to come to discuss that message on the platform.

Reason #3: It helps you create a more cohesive content plan

There is a wealth of information in your autoresponder analytics that can help you create a more cohesive content marketing plan. You will be able to find out exactly what type of content your readers need based on their interests, problems, and other factors that your email marketing analytics will show you.

Reason #4: SEO ensures more email marketing messages get opened

Using SEO practices like keyword-rich subject lines and using the first paragraph of the email to deliver your message, helps to ensure more people open your emails.

Reason #5: It lowers your bounce rate

Using search engine optimization techniques like subject lines and using the right terms inside the email to keep your emails from bouncing. If the information is useful and they open them, the next emails are less likely to bounce.

Do pay attention to trigger words that the email platforms such as Gmail and Yahoo Mail don’t like and avoid using those in your subject lines.

Reason #6: It allows you to share more personalized content

The way email marketing technology is set up, you can gather a lot of demographic information if you choose to ask for it. But be warned – if you ask too many questions on the initial signup form, a lot of people tend to click away. Only ever ask for personal information from your subscribers if there’s a reason for it.

Most people usually ask for at least a name and an email address and that’s enough combined with using your autoresponder analytics to create more personalized content for people based on their opens and clicks.  

Reason #7: It gives you more content for your site

Since SEO practices encourage you to create more content for your website on a consistent basis, writing your email marketing messages with SEO in mind gives you a lot of extra content that can also be reposted on your site.

Reason #8: It makes cross-promotion easier

It’s a lot easier to cross-promote to a captive audience within your email marketing than to try to get people randomly to come to your social media platforms and follow you. Email marketing is one of the best ways to build a relationship with your audience and to increase your know, like, and trust factors.

Reason #9: It builds awareness about your products and services

When people are interested enough to give you their email address, they really are interested in seeing what you have to offer. Use email messages to help them get to know you and your offers even more.

Reason #10: It keeps your brand in front of your readers

Sending emails every day to your audience based on their interests also helps to keep your brand in front of your audience. Using SEO principles get them used to seeing your keywords and branding, and that helps when they’re searching for solutions you might have to offer.

Final Thoughts

It takes a bit of getting used to realizing that SEO is not just for your website but can also be used for email marketing, and even social media marketing for that matter. It all works together like the pieces of a puzzle. Yes, your content should live on your site for the most part but using SEO in your email marketing gives you an edge in getting your information out to your customers and subscribers in a way that leads that back to your site to consume your content, products, and services.

*Note: This post includes affiliate links, for which I will receive a small commission should you make a purchase.