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Five SEO tricks for the email manager

Imagen Five SEO tricks for the email man

Searching for a message in the email manager is a task we all do on a daily basis. When preparing our communications, we have to take this into account if we want to increase our results. Optimising your mailings so that users can quickly locate your campaign is just as important as SEO from email marketing and, in fact, there are some common elements because they have the same goal: to be found!

Unique content

Both SEO and search in email work best when the message is focused on a single topic. This way, it is easier to include keywords and synonyms, which helps you to use the ones that the user might want to find. It also provides a better experience because it concentrates all the information that someone might want to know about that topic, especially when it comes to transactional messages.

In addition, you focus the effort on a single result so that campaign gets the opens and clicks. If too many similar communications are sent, they may look the same in the search engine and the user will not know which one to open again.

Clear sender

Choosing the sender in email marketing is a matter of branding and will make it easier to remember when a subscriber is looking for information they have received, for example as a confirmation of a purchase or from customer service. If each message is sent by different people, it will be more difficult for them to remember who received what they are trying to find. On the other hand, if you use brand-consistent addresses, for example by including the name of the department in the sender, it will be easier for them to retrieve a password or find out when their subscription expires.

Subject with keywords

Keywords are a must for Google and also if you are searching in the mail manager. Words like ‘discount’ or ‘2 for 1’ are just as important as ‘brand X’, ‘product Y’ or the subject of the newsletter. That is why they should be used in the subject line as a priority, because this line will be more visible on the search results page than the excerpt of the message content.

These same words should be repeated in the inner text to be considered more relevant, but always in a way that the user could search for them. In this way you will be able to stand out from other mailings with similar offers or on the same topic.

Text is better than images

Accessibility is a great ally for the optimisation of messages, also with email search engines in mind. Using too many images is a mistake: users who have them blocked will not see anything at all. Finding a balance between design and functionality is important so that all recipients have a good experience when they open your newsletter. If the text is mostly included in the images, less content for the search engine to find the message because it will not index those words.

For example: a section separator in a newsletter can be a text in an image to keep a corporate typography, but news titles are better in text format because they usually include more valuable keywords.

Well-labelled images

The possibility of adding the ALT tag to images makes them readable by all types of devices and at the same time makes the text findable by search engines. A good practice is to label images descriptively. Putting only the keyword (brand, product, offer) makes it less understandable for visually impaired people and reduces the number of search options.

For example: instead of ‘Product X’, it would be better ‘Male model walking in the mountains with product X, model Y’. This way, the user might remember the image of the mountain and be able to find the mail and the related offer.

Preparing a search engine optimised campaign, both outside and inside the email manager, does not require much effort and can help us to gain some additional opens and clicks that contribute to better results from our email marketing.

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