Lesson 7: Email Digests and Email Marketing

Direct relationships with customers and prospects can be fostered through email marketing by regularly sending them valuable and exciting content. Prospects can be turned into buyers, customer relationships can be nurtured over time, and high-quality traffic can be directed to the website with the help of an efficient email marketing strategy, a team, and a mailing list. Off-page SEO is driven by the high-quality traffic generated by email marketing.

Those who are highly likely to act on a CTA are considered high-quality traffic. Search engines do not index the emails we send. However, email marketing still helps the website's ranking by getting people to engage in search-engine-friendly actions like exploring the content, liking posts, commenting, and sharing.

Your website's position in Google's search results will rise due to enthusiastic visitor engagement. So stop sending out blanket email messages.

If we try to reach everyone, we connect with no one, which means our efforts to spread the gospel are fruitless. The key to effective email marketing is list segmentation. By dividing up their email list into subsets based on their interests, marketers can better cater to their readers. A segmented email campaign allows us to communicate with each of our subscribers individually by providing them with highly relevant information.

A Note on Deliverability

No matter how many people you have on your email list—ten, a hundred, a thousand—not all of them will receive your messages. This is because there can never be a perfect deliverability rate. There are many explanations for this. If, for instance, only 85% of your emails reach your subscribers, 15% of them might as well not be sent. To put it another way, 150 people on your list of 1,000 probably never saw your email.

Second, you should be alerted if deliverability suddenly declines. As a marketer, you risk being blocked by an ISP at any time, even if you have done nothing wrong, primarily if you use a shared IP address rather than a dedicated one. For example, you suddenly find that you can't contact anyone via email, which also uses Gmail. If that's the case, you must take immediate action to determine the cause and implement a solution.

How Segmenting Works

Businesses rely heavily on subscribers' feedback to give them the information they need and want. Users' information can be gathered from the email profile, the subscriber's social media accounts, or third-party email marketing apps.

Alternatively, you can send questionnaires and surveys to users' inboxes to collect information. Because of their ability to automatically sort and segment email lists, email marketing apps save a lot of time and effort. There are also other methods of collecting and segmenting emails.

One easy method is collecting subscriber data from subscribers' social media accounts. Find their demographics, likes, dislikes, location, and spending habits.

There's an option to make two distinct email campaigns, one for new users and another for returning ones. Once you have gathered your data, you can create a buyer persona and specify the needs of your target audience. The next step is to create content that attracts each persona's target audience to the appropriate product category.

In the context of email marketing campaigns, the term "email digest" refers to a curated compilation or summary of multiple emails sent within a certain amount of time (typically once per week) or after reaching a certain volume threshold (e.g., 15 emails). Subscribers have quick and easy access to a curated selection of articles that cater specifically to their interests. The more they interact with the content, the more credible they make the brand.

Crafting Effective Email Digests

Businesses typically need email marketing software and email digest templates to launch email digests.

Email marketing software compiles and sends out email digests, which provide subscribers with a summary of recent important emails they might have missed.

Select only the most effective and pertinent emails to send in a digest to avoid annoying your subscribers with a mountain of spam. You can find text and visuals in a digest email with one, two, or three columns.

Tablet and smartphone users will benefit most from a digest email formatted with a single column. There's also the option of using an image-free text-only email digest. A successful email digest is tailored to the reader and is free of promotional content.

The subject line can include the subscriber's name and location. If you want search engines to index your newsletters, you must host them on your website rather than send them out as emails.

Create a repository for past newsletters and use their content as blog posts. That way, non-subscribers can understand the content they're missing out on. In addition, if you highlight that this information is typically only available to subscribers, you can increase the likelihood that people will sign up for our mailing list.

Brand recognition and online presence grow with a company's mailing list size. Reducing the attrition rate (the gradual loss of subscribers) is another benefit of archiving newsletter content. It's crucial to make optimization changes like rearranging keywords, fixing mistakes, and including the canonical tag before publishing.

With their greater specificity and relevance to user intent, long-tail keywords are easier to remember and more akin to the vocabulary of everyday speech.

Think of a user who, during her work, reads an email promoting a webinar by an aspiring entrepreneur. No matter how helpful the webinar is, she will unlikely sign up immediately. However, when she does have time, she can find the webinar on Google rather than sifting through her inbox.

If her query includes any of our long-tail keywords, she should have no trouble locating the material she seeks. However, don't leave anything to chance if you want your email marketing campaign to increase on-site engagement (thus boosting your website ranking).

To encourage readers to leave comments on the blog, you should use a strong call-to-action (CTA). In addition, include links to your social media profiles in the email's footer to incentivize further sharing.