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Email Marketing and SEO: A Winning Duo for Charities

Charity newsletter content optimization and SEO enhancing one another to boost nonprofits online

Keeping up with the fast pace of digital marketing and trying to innovate novel ways to get your message across can leave some of the most basic tactics overlooked. In this blog, we’ll focus on the dynamic partnership between email marketing and SEO and how they can work together to elevate your charity’s online success.

How To Make SEO and Email Marketing Work Together

In its simplest form, SEO can be identified as a digital marketing strategy that focuses on optimising a website or online content to improve its visibility in search engine results pages (SERPs).

Email marketing is a digital marketing strategy that involves sending emails to a targeted list of recipients with the goal of promoting products or services, or engaging with the audience.

When considered from that perspective, they seem pretty distant, right? SEO is considered more of a top of the funnel (TOFU) strategy, mostly covering awareness and consideration stages. On the other hand, email marketing is basically a pull channel, a bottom-of-the-funnel strategy, on the transaction and post-transaction stages of a sales funnel.

Top tips to keep up with the changing landscape of digital marketing and bring SEO and email marketing together.

So what is it we are trying to accomplish here and how do we keep up?

What’s important to us is where they meet and how they can work together; in other words, creating a holistic strategy where all channels are communicating and creating a 360-degree marketing strategy.

Let’s start by identifying how these two channels in the marketing mix support one another.

The Ways SEO Supports Email Marketing

  1. Improves Email Deliverability 
    Technical SEO practices such as improving your website’s performance, ensuring mobile-friendliness, and maintaining a clean and well-structured website, can contribute to a better sender reputation. A good sender reputation helps your emails avoid spam filters and reach the recipient’s inbox.
    Also, who wants to wait for ages for a page to load?
  2. Enhanced Landing Pages
    Once a page loads, users want to see a well-structured landing page, providing a smooth user experience. When your email campaigns direct recipients to well-optimised landing pages by the SEO team, you create a seamless transition and a positive user experience. That supports the ultimate goal of email marketing:  higher conversion rates.
  3. Helps Discover User Pain Points and FAQs
    An SEO team is able to find the most relevant questions to be covered in a given context – and cover multiple POVs. Be it a new donation campaign you are launching or a fundraiser, we are here to help identify the frequently asked questions coming from individual or corporate donors, NGOs, volunteers, and other organisations, so that you can create that wholesome content that generates  conversions and increases donations with SEO!
  4. Increases Reach and Engagement
    A well-optimised and resonating website enhances the overall user experience. This, in turn, leads to better email click-through rates and more interaction with your charity’s campaigns. SEO-driven improvements in your website can ensure that your emails have a better chance of being seen and acted upon.
  5. Local SEO for Geo-Targeted Campaigns
    If your email marketing includes local promotions, updates about your local charity shop or events, local SEO strategies can help ensure that your email content is optimised for the geographic location of your recipients. We love taking advantage of event schema markup and other structured data types to boost search performance. This can improve the relevance of your emails and increase engagement among local subscribers and volunteers.

Expand the content opportunities for the cause your charity stands for with email marketing.

The Ways Email Marketing Supports SEO

  1. Drives Traffic and Engagement
    It is obviously an exceptional tool for driving relevant and targeted traffic to your website. When your emails contain valuable content and intriguing CTAs, you’re not only fostering engagement but also sending positive signals to search engines through engagement metrics. This can boost your SEO efforts by increasing search signals.
  2. Promotes Website Content
    Every newsletter you send out is an opportunity to promote your website’s content. By sharing links to articles, blog posts, or landing pages, you’re driving traffic to your website, increasing your website’s authority, and expanding its reach.
    Feel free to include links to other campaigns, relevant opportunities and news about the charity where it is relevant. Plus, you can create interactive resources to increase engagement.
  3. Reinforces Brand Awareness
    Email marketing helps to reinforce your charity’s presence in the minds of your audience. When users are familiar with your cause, your logo and your name, they are more likely to click on your site in search results, improving click-through rates (CTRs).
  4. Distributes Fresh Content
    Email marketing allows you to distribute your latest blog posts, articles, or other content to your subscribers. Distributing fresh content is a crucial aspect of SEO, and regularly sending out email updates can ensure that your audience is aware of (and engages with) the most up -to-date content of your charity.
  5. Improves Social Signals
    It’s a great playfield to include social sharing buttons or links to your social media profiles. Social shares and further engagement with your content often influences the search results positively – and encourages more websites talking about your charity and more mentions and links coming your way.

Email marketing campaigns can be used to increase social shares for your charity.

What to Pay Attention to When Two Channels Are Working Together

Maximising the potential of combined SEO and email marketing requires careful consideration. Here are our top tips to ensure these channels work seamlessly in tandem:

Publish Newsletter Content

Always have your newsletter content on your website! It’s useful for your audience to have a library of ‘searchable’ newsletters, and it’s equally useful for you to showcase your expertise. When you publish newsletter content on your site, you’re creating valuable, indexable pages that can be optimised for search engines, adding value to your charity’s E-E-A-T signals.

Repurpose Email Content for Web Use

Adapt your email content for your website audience by ensuring it’s well-structured, enriched, and optimised further with additional keywords and context. This helps increase your website’s visibility in search results.

You can use the email campaigns as a test to prioritise SEO efforts, in order to see what resonates with most of your audiences, doubling down on that topic further in the future.

This can also be a good resource to refresh an outdated post. The content strategy for charities should always be a live document that’s fed with the most recent learnings of all teams, especially when working with causes.

Use the Power of Long-Tail Keywords

Long-tail keywords are specific and less competitive, making them ideal for email marketing campaigns to target specific audiences. Incorporating various long-tail keywords into your email content can improve the relevance of your messages, leading to higher open and click-through rates. Here are our favourite keyword research tools for charities.

Target Niche Audiences

Long-tail keywords help you target niche audiences interested in your charity’s cause.  If you aren’t using the power of marketing personas on your content strategy yet, this is your sign to discover more about them. By aligning your email marketing with these specific keywords, you can engage more effectively with your target demographic.

Track Email Campaign Performance

Utilise UTM tags to track the performance of your email campaigns in GA4 – or your preferred analytics tool. Google does provide a helpful URL builder for this purpose which, given the desired UTM parameters, will provide the campaign URL to use. 

These tags provide valuable insights into how your emails are driving traffic and conversions, allowing you to fine-tune your email marketing strategies.

Next Steps

At Uprise Up, we love bringing together many diverse channels to create holistic digital marketing strategies for charities. 

Feeling inspired about how to combine these two channels in your own campaign? Go for it, and reach out in case you want to get the best tips, or research and implementation support from our team.

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