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    E-mail marketing is a very popular form of promoting a brand and maintaining ongoing communication with customers. Despite the fact that newsletters may be associated with spam, a properly prepared mailing can effectively encourage recipients to enter the site and purchase products or use specific services. How to create a newsletter that will attract the attention of users and influence the positioning of the site?

    newsletter impact on seo

    What is a newsletter?

    Let’s start with what a newsletter actually is and for what purpose it is created. 

    Newsletters are periodic emails sent to recipients, which contain information about current promotions, offers or are about a specific block of topics. However, it is not a standard advertisement that goes to all potential customers. 

    Users who want to receive the newsletter must express their desire to do so and join the mailing list. By subscribing, they agree to receive periodic emails from the brand in question in their inbox. 

    Users who wish to receive a newsletter must subscribe to it.

    Today, in order to attract more subscribers, many companies offer additional discounts in exchange for signing up for the mailing list. Is it profitable to do so?”

    How does a newsletter affect SEO?

    The mailing list is mainly subscribed to by people interested in the brand, which affects the traffic generated and the number of conversions on the site. 

    Basic advantages of using a newsletter related to SEO  include

    • targeting the audience you care about most
    • communicating with users who are actually interested in your brand, products or services you offer
    • newsletter is a great place for additional, valuable content that affects search engine positioning
    • By including information about promotions and call to action messages in the content, you encourage readers to enter and interact with the site. Given subscribers’ interest in your business, we can assume that they will spend more time on the site and move on to subsequent pages in search of similar products or topics
    • By drawing attention to current promotions and offers, you can influence users’ purchase decision and increase your revenue
    • it’s a good place to demonstrate your expertise in a particular field, which positively influences your brand image and authority.  

    How to create a good newsletter?

    A good title is essential

    The title of a newsletter  is the first thing the recipient sees when the email arrives in the mailbox. It should be structured in such a way as to encourage users to open it, rather than toss it mindlessly into the trash. In the Title it is worth including a direct phrase to the addressee in the form of a name or terms like “for you”, “See what you can do/get…”. This will be a kind of personalized message, making the recipient more likely to open the email. 

    Providing information in the title about what is in the content or specifying the topic covered will further interest users and encourage them to read the newsletter. Take into account the maximum length of the title that is displayed in inboxes and use a certain number of characters.

    Take into account the maximum length of the title that is displayed in inboxes and use a certain number of characters.

    Responsive newsletter frequency

    If a user decides to sign up for a newsletter, he or she expects a regular dose of information, delivered straight to his or her email inbox. Sending news periodically, preferably at the same time, creates a kind of routine for recipients who are waiting for more news. This is especially important if the user, when signing up for the newsletter, specified when he or she wants to receive news or with what frequency.

    Valuable content

    The quality of content on a website fulfills a particularly important role in the SEO process. Content posted as product descriptions, category descriptions, brand descriptions or blog articles should be prepared with SEO principles in mind and bring substantive value to users. The same is true for newsletters, which are often used in the process of recycling content as a form of interest and attracting new customers. 

    Content topics should be tailored to the audience’s expectations and provide specific, factual information that will simultaneously encourage people to go to the site. 

    Remember, however, the appropriate length of the content. Don’t include unnecessary information in the newsletter, but make sure that the topic is exhausted or mobilizes people to go to the site to explore the issue.

    Perhaps you should also make sure that the content is not too long.

    Using call to action messages in the content and encouraging them to interact with the site will further increase the CTR and influence users’ purchasing decisions. 

    Format of newsletter

    Information presented graphically is better absorbed by a large part of the audience and arouses more interest. Including graphics in the newsletter that relate thematically to the content or diagrams that relate to the issue being addressed will draw more attention from users. 

    Additionally, it is a good idea to use bolding, additional markings and bulleting of important elements in the content. Good formatting increases readability and facilitates the reception of the text.

    The text will be easier to read.

    Don’t forget to include links to current offers or products thematically related to the content of the email. Adding graphically refined buttons that direct directly to a particular sub-page will make it easier for users to navigate and further encourage them to go to the site.

    Don’t forget to include a link to your website.

    A/B testing

    If you are just starting out with a newsletter and don’t know what solutions will work for your audience, create two versions of the mailing. By sending different variants of the newsletter and analyzing customer reactions, you can determine which version is more likely to encourage interaction. 

    Based on testing, you can also choose a target time to send the email. Find out if your users interact more if they receive the newsletter during the week or on the weekend, and at what time of day they are more active. 

    By performing tests and drawing appropriate conclusions from them, you are able to best tailor the newsletter to your audience.

    Does sending a newsletter pay off?

    Newsletter provides a good place for additional brand promotion and placement of valuable content. Getting your audience interested in your site’s topics, drawing attention to specific products or services, and encouraging them to explore the topic you’re covering are small steps that build visibility and drive traffic to your site. 

    If you’re not sure if a newsletter will work for your industry or don’t know how to create one,– an SEO agency can help. Communicate with us!

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    Karolina Jastrzebska
    Karolina Jastrzebska

    The author of the post is Karolina Jastrzebska. She started her adventure with SEO in 2021. She currently works as an SEO Specialist at Up More.