Understanding the Importance of Email Marketing in Digital Marketing

Digital Marketing and Email Marketing go hand-in-hand for any business’s marketing plans. Businesses can’t expect major growth or enough ROI if they don’t plan to invest smartly in both of these marketing channels.

According to email marketing statistics, email marketing provides a higher conversion rate to boost business than any other marketing technique or practice. However, there is a thing that most marketers don’t know about email marketing, email boosts their digital marketing performance as well.

Improve Your SEO With Email Marketing

There are three major parts of SEO: On-Page SEO, Off-Page SEO, & Technical SEO. Among them, Off-Page SEO plays the most important role in growing business online and is toughest as it involves link building.

With the help of email marketing, Off-Page SEO for your website becomes way easier. Here are 4 ways of how that works:

1. Increase Traffic On Your Website

Out of many well-defined SEO metrics, average user engagement duration and referral traffic play an important role to increase the traffic on your website.

Average user engagement duration is the average time spent by a user on a webpage. This metric indicates how much interest that user developed in reading the content. An average person reads at a rate of about 250-300 words per minute if he or she finds the content interesting. On the contrary, if you have content on the webpage of about 2,000 words, and visitors spent an average of only 10 seconds on that page, then it signifies that the quality of the content was poor and didn’t catch the eye/attention. Average user engagement duration can do a huge impact on your SEO.

Similarly, referral traffic defines how much traffic you are getting from sources like social media, other blogs, business listings, and emails. When someone visits a website from another site or another source, he or she typically clicks a link or completes a specific social activity. The search engine algorithms see such links as positive ranking factors since they signal:

1. Users’ confidence in the authority having relevant information
2. Users’ interest in your domain. 

Also, when you get an increase in your traffic, this indicates to search engines that users are trusting your domain which in turn helps you in ranking in target keywords.

With email subscribers, you can send users weekly or daily newsletters, and in those newsletters, you can add CTAs for redirecting them to your website. This will ultimately help you in gaining referral traffic, thus, boosting SEO stats.

2. Find Link Building Opportunities

There are multiple ways to generate backlink for your domain with email marketing, few of them are:

• Guest post outreach
• Skyscraper technique
• Resource link building outreach

Guest post outreach is one of the most effective ways to promote your website and acquire backlinks and referral traffic. The key factor in successful guest post outreach is planning the email campaign rightly and smartly. While starting a guest post outreach campaign, you must make sure that the content designed is convincing and has all the information the blogger may want. Keeping a managed database of accepted and rejected replies.

As Brian Dean says, “Email outreach is the linchpin of the Skyscraper Technique”. This technique is simply a fusion of content marketing and email marketing. To execute it, you first need to find a keyword on which you want to rank, check the rank of a blog or article, create content better than those blogs and email him or her to link your blog to theirs. If your content is informative, then it can help the blogger to provide good information to its readers. Moreover, if your outreach email to the blogger is convincing it, then the blogger probably will agree to link your blog to theirs.

On similar lines as the skyscraper technique, in resource link building outreach, you first need to find content related to your domain through keyword research. However, in this way, rather than making new content, you will need to ask the blogger to add a link to your existing content which can help the blogger to make content more informative.

3. Optimize Bounce Rate

Bounce rate is a web metric in SEO that defines how many percent of users who visited your website left after checking just a single page without exploring the whole website. 

Users who visit your website through emails or newsletters will likely not be bouncing, They visit your website only if they are interested in the topics from your email or newsletter. In there you already  describe and advertise your product or services. This helps to improve the overall bounce rate of your website, hence improving your overall website’s SEO.

4. Increase Returning Visitors

Returning users are those who have visited your website earlier and came back again to explore. You can track them with different tools by storing cookies during their first experience. The higher number of returning users indicates to search engines that your website is trustworthy and helpful to users.

Abandoned carts or abandoned browsers can be saved with the proper campaign. Here is an example from Net-a-Porter.

Email Newsletter Examples

Emailers and newsletters are something that helps subscribers to get updates on your latest offers and launch of any new product. This is different from outreach. For newsletters you need to send bulk emails and automate follow-ups with email marketing software like ActiveCampaign or MailerLite. Those mail flows and newsletters not only help you advertise your business but also gives you a chance to increase the number of returning users to your website.

Boost Social Media Marketing Through Email Marketing

Social media statistics from 2019 show that there are more than 3.5 billion active social media users worldwide, and the numbers are still growing. This is the reason why it is the second-best platform to generate leads for any business. So, if you plan to integrate social media marketing and email marketing, then there can be a lot that can be achieved for business growth.

1. Improve Social Media Marketing With Email Marketing

The first thing that every business checks before beginning any of their social media campaigns are “what kind of audience needs to be targeted”. Platforms like Instagram and Facebook can mostly help in B2C sales and branding. If you are a B2B product manufacturer or B2B service provider, you can’t expect to have a high number of sales through such platforms.

2. Social Media Marketing And Email Marketing On B2C Platforms

When you offer your social media audience to subscribe or sign up for your business newsletter or email updates, you get a chance to push them into the interest phase from the awareness phase of sales funneling.

Also, if a user is your subscriber, then even after the post-purchase, you can keep connected with them through daily, weekly, biweekly or monthly newsletters. This can help in getting upsells and branding. In technical terms, this marketing practice is a part of integrated marketing technique, where you connect with consumers or users through multiple marketing channels to advertise your product or service. Ultimately, it helps in getting a higher conversion rate from overall marketing efforts.

3. Social Media Marketing And Email Marketing On B2B Platforms

When it comes to B2B social media marketing, LinkedIn as a B2B Social Media platform comes first in mind. However, many businesses and markers still don’t know how both platforms can work together for better ROI. 

Some of the best ways to use LinkedIn with your email marketing campaign can be: 

1. Learn how to export LinkedIn contacts and use them in your email campaigns. There is a better chance to convert leads from LinkedIn than any other platform through manual outreaching, as you already have data on the occupation of your connection and can relate if they purchase your product.
   
2. If you are selling an enterprise product, then you can filter-out CEOs’ and founder’s emails from the data and outreach them for the best conversion rate.

Other Key Benefit of Email Marketing in Digital Marketing

• Feedback and Surveys: After you sell your product, or provide a service to any user, then having a system that can tell you how your service or product was is very important. This shows customers the dedication that your business has to provide the best to them. Also, regular surveys can help your business in improving themselves and understanding the audiences’ thoughts.

• Data Management: One thing that must be head aching for any marketer while on any marketing campaign must be data management. However, if you use email campaigning rightly, then you can manage your lead data and initiate upcoming marketing campaigns in a more systematic and categorized manner.

•  Communicating With Audience: One of the reasons for sales getting a dip is not being able to connect with the audience. Even if you post regularly on social media or add blogs on your website, the major part of your audience would still not know about your latest offers and updates. To overcome this, sending out regular emails and making the audience aware of your business brand is the best solution.

About the author:

Vibhu Dhariwal is Co-Founder of Digital Gratified, a digital marketing and web development company, helping small business and start-ups grow their business.

Share Article

Follow Us

Return to Previous Page