Email marketing is when you create a commercial email and send it to a large group of people. Typically, you make emails to nurture leads, increase sales, and continue interacting with customers who have already purchased your products or services. While some businesses may consider only some emails as part of email marketing, the truth is that any outgoing communication via email from your company to its customers, prospects, and leads is part of email marketing. This means each one is an opportunity to engage your contact list and improve your relationship with people beyond your business.

SEO, or search engine optimization, is the craft of finding high-quality leads and introducing them to your brand via search engines such as Bing, Google, and Yahoo. Generally, the goal of SEO is to explain the reasons why people should interact with your brand and follow through on the promises made on search engines by creating quality content and experiences for people who interact with your business online. There are several aspects of SEO:

• Off-page SEO helps search engines categorize your website and products or services.
• On-page SEO improves user experience and creates quality content.
• Technical SEO bridges the gap between on- and off-page SEO to create a well-rounded and valuable experience for search engines and users.

At first glance, it may seem that email marketing and SEO have few connections, but the truth is that they both interact directly with your prospects, leads, and customers. Here is an example of how a customer is likely to interact with both efforts for most businesses:

A lead searches for your product on Google and finds your website, where they read about the benefits of purchasing your product. When they call, you successfully convert the lead into a customer. Afterward, you send an email to the customer, letting them know what to expect as you prepare their order.

In the example, the customer’s journey with your business starts with an interaction driven by SEO. From there, they go through your sales pipeline, at which point they start to interact with your email marketing efforts. While these are both great for your business, it’s also important to note that in the above example, they’re still mostly separate from one another, even though they did connect and nurture your lead. So, how can you get both of these channels even more aligned?

To support your SEO efforts with your email marketing channel, you can encourage more traffic to your website. This starts with including links in your emails that lead to high-value locations on your website, such as your blogs, review page, about page, and contact page.



You can further increase traffic to your website with emails focused on uplifting your content. For example, create an email series that highlights some of the best content from your archives, then connects to another related piece in a second email before ending with a final piece that will take readers in a new direction.

You can also support your Email Marketing efforts through your SEO and content, encouraging people to sign up for your emails to receive special offers, discounts, information, or other incentives. This starts by directing readers of your blog to your website’s email signup form. Often, content that is useful for your customers on search engines is also helpful for them in emails and on social media. This means that sharing keywords between these channels can help you target your customers more effectively, giving you a more personal touch in your emails.

When you’re ready to get started with Email Marketing, SEO, or other digital marketing services, we’re here for you. Our teams are experts in their fields and work to get each of your digital marketing channels to support each other, meet your goals, and grow your business. Contact us to learn more.