It can be very frustrating for any recipient to open up a “custom” email from a business of a product or service that is used with broken links or that just doesn't make sense. Not only that but it ends up being a huge waste of time and money for the business that built the campaign in the first place. This also directly affects the traffic that these emailed links should be providing which in turn affects your marketing efforts.
Below are several tips to make your emails and website more SEO friendly, which in turn will drive more traffic from your marketing efforts:
Here are some practical tips for the travel industry, for instance. You can apply these rules to other industries, just stick to the rationale:
- It all starts with building SEO friendly pages: all your metadata and titles should be clear with the associated descriptions you’re showing in the search engines.
- Every page you target should have a different/unique < H1> (header).
- Build the links you would like to promote in the bottom of each campaign. For example, your title could be “Hotels in Japan”, then 4-5 links with specific hotels you would be promoting. All naturally linking to the category pages you want to promote.
- All pages should have static URL addresses.
- The URL you’re creating should have a clear category hierarchy like this: www.example.com/travel/hotels/japan.html
- Have a “more…” button that provides more information on the category. In this case, the button will be sending traffic to the Japan hotels page.
- Automate the creation of these links and ensure they don’t only serve your SEO objectives but also relevant to your recipients.
- Links can be generated automatically by API calls, or RSS feeds and should be linked to previous user click behavior, previous purchases, or user preferences (typically coming from a preference center where the user can choose different options of communication and content).
- Enhance your exposure and traffic by buying the same keywords and promoting them in social (Facebook ads, and search engines’ PPC (pay-per-click)).
- Like “all things Google”, share your page in Google Plus this should help as well.
You can apply these tips to any product or service you are looking to promote. You just need to make sure that your links all go to relevant and informative places regardless if they are to your website or just an informative page of further information. Making sure you have these basics covered as well as social networking and RSS feeds to share will ensure a stronger email campaign for 2014.
Do you feel any imperative steps were overlooked and why?