As search engine optimization (SEO) becomes an increasingly competitive and saturated market, there is pressure on marketing activities to stand out from the crowd. Using SEO to enhance email marketing campaigns can optimize performance and therefore increase overall profits for a business, improving conversion rates and customer engagement.
But in an environment where companies send broadcast emails to their entire mailing list on a consistent footing, consumers have become desensitized by extremely random SEO email campaigns.
Emails will soon squander their influence as customers become more and more perturbed by off-base content and timing from unscrupulous practitioners. A large amount of email marketing operations also found wanting of the ‘personal touch,’ so both first-time audience and more loyal customers will receive less-than-tailored information. A leveled move toward building brand loyalty is the best way to avoid damaging your company’s relationship with its customers.
Broadcast mailing is a quick and cheap solution, but when emails are being spread on a “confetti” basis, there is a good chance that they will remain unread, be deleted or even worse, be unsubscribed. Companies seem to work with the philosophy that if they send out enough emails, a percentage of these will lead to sales, when in fact they could be doing more harm than good by frustrating and annoying their recipients.
If done accurately, more relevant and targeted email campaigns can increase a business’s net profits by an average of eighteen times more than just using a broadcast mailing approach to potential customers (according to one of Jupiter research’s reports, 10 Quick Wins for Email Marketing).
To optimize the potential of an email marketing campaign, it is important first to clearly identify and classify visitors to your site by monitoring their behavior. You can take a snapshot of the choices a visitor has made and store this customer data in a format that is easy to utilize. This means that it is now possible to begin communication, ensuring that the information is relevant to the individual and the contact is time appropriate. It is important to remember that once you have begun communicating with the visitor, it is vital to maintain this relationship and react to their changing interests.
In order to create an ongoing relationship with your customers, it is critical that the right information is monitored and used correctly. It is also imperative to make unsubscribing or opting out of unwanted emails an easy process. This will avoid the damage to the brand if customers who aren’t interested still think you care enough to give them the choice. Managing the cascading flow of relevant and timely information from site visitors can mean the difference between a successful and a wasted email campaign. Like any CRM campaign, it is important to demonstrate that you know and understand your customers so that they see all aspects of your company in a positive light and keep you front of mind.