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Is Email Marketing Dead?
BrightonSEO is well known for being THE go-to event in the UK and Europe for all things SEO, offering a whole range of topics over 3 days of sessions, from tech SEO to the art of storytelling in content creation, and from effective keyword strategies to the impact of memes in the age of AI.
In this blog post, I’m going to zoom in on one session that’s particularly relevant to marketing specialists of all kinds – the one about the email marketing (which is not dead despite what you may have heard!).
Maret Reutelingsperger delivered a highly informative session on “Supercharging your SEO content with email marketing” during Thursday’s lineup at BrightonSEO. Here are some of the valuable insights I gathered from her presentation. Enjoy!
The numbers don’t lie
First things first, let’s talk about the actual number of email users. In 2022, the number of global e-mail users amounted to 4.26 billion and is set to grow to 4.73 billion users in 2026. That’s right, billions! If you’re thinking email is becoming a relic of the past, think again. It’s far from extinct; in fact, it’s thriving. Did you know that a staggering 99% of consumers check their email daily? That’s practically everyone with an email address. And some of them check their email as much as 20 times a day! This level of engagement makes email marketing an incredibly potent tool to connect with your audience regularly.
The right message at the right time
One of the key strengths of email marketing is its ability to deliver the right message to the right person at the right time, thanks to automation. Gone are the days of generic “Dear sir/madam” messages. Today’s email marketing is all about personalisation and relevance.
According to Experian, emails with personalised subject lines are 26% more likely to be opened, and Rich Relevance found that revenue is 5.7 times higher in emails that employ personalisation.
But to succeed in email marketing, you need to know your audience inside out. Segment your email list to tailor content to specific groups. This helps you engage on a personal level, increasing the likelihood of conversion. Personalise your emails. Educate your audience. Respect their inbox by sending content that’s not only relevant but also timely. Think about what you’re emailing them, from the subject line to the content type and when you hit send.
Maret Reutelingsperger at BrightonSEO September 2023
Remember this golden rule: “Search engines aren’t your customer, humans are.” Always approach marketing with a human-centric mindset. Connect emotionally with your audience, and you’ll build lasting relationships.
Boosting SEO through email
Now, you might be wondering how email marketing ties into SEO. Well, it’s not as distant a relationship as you might think:
- Email marketing can increase time spent on your site and boost page views and sessions. This, in turn, improves your EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) score – all critical factors for SEO.
- Leverage email marketing data to understand your audience better. Use UTM tags to see what people click on, experiment with different CTAs, and conduct surveys via email to gather valuable insights.
- Repurpose existing content by sending out links through email campaigns. Recycling content not only saves time but also reinforces your key messages.
- Run A/B tests through email marketing to fine-tune your messaging and strategy. But remember, one change at a time for accurate results!
- Don’t stop at emails. Repurpose your newsletters into blog posts or use email surveys to generate content ideas for your website.
- Encourage social sharing through your email marketing campaigns. Engaged readers are more likely to share content on their social networks, increasing your online visibility.
Every audience is different and you must always test to know what message works with what audience. Remember that A/B tests can improve conversion rates by 49%.
Integration is key
Lastly, remember that email marketing shouldn’t exist in isolation. It should be an integral part of your overall marketing strategy, complementing your other efforts across different channels.
Unlocking the full potential with Salesforce Marketing Cloud Account Engagement
If you’re ready to take your email marketing to the next level, consider automating your efforts with Salesforce Marketing Cloud Account Engagement (formerly known as Pardot). It will help you streamline your email campaigns, nurture leads, and deliver highly personalised content effortlessly.
With features like lead scoring, automated drip campaigns, and advanced analytics, you can tailor your messages to each recipient, increasing engagement and conversions. Plus, Salesforce’s integration capabilities ensure seamless coordination with your other marketing and CRM tools, providing a holistic view of your customer journey.
Ready to start your own campaign? Our team of experts can guide you through creating a successful email marketing strategy that fully utilises the capabilities of Salesforce Marketing Cloud Account Engagement. Get in touch with us today to book a call with one of our experts.