I was speaking at this year’s SES Hong Kong about the importance of connecting all the digital touch points with the customer, so that customers will have consistent digital experience with brands. The key is moving away from digital islands into a digital ecosystem, where all channels are connected into a single database.
This is a topic in itself, hence in this column, I’d like to provide some tips on how to link two of the digital channels: Email and SEO (search engine optimization).
Our story starts in the early morning – we rush to work, grab our coffee on the way (hopefully a good strong one!), and then making sense of the campaign we want to send. We’re selecting segments, receiving content from different stakeholders, loving our creative and finally pressing the launch button.
Typically, we’d be looking into conversions, sales records, etc. Okay, yep. These are all legit KPIs (key performance indicators) of measuring success of a campaign. But we can get more than just these KPIs. We can improve the ranking of our pages by building links and driving traffic to designated pages and in this way, improve our SEO efforts. Driving traffic to your pages will also assist in the variety of IP’s directing traffic to your email, something the search engine just loves.
Here are some practical tips for the travel industry, for instance. You can apply these rules to other industries, just stick to the rationale:
(Source: An example from Zuji Hong Kong email sent on October 23, titled: “Japan hotel specials. Up to 50% off”)
In this example, you can see that there are links promotions at the bottom of the email. Clicking on Shanghai under Latest Flight Deals will bring you to a page that promotes flights to Shanghai. The same goes for the hotels category.
Once again, the rationale applies to fashion, cosmetics, electronics, books, or any other products and services you’re looking to promote.
P.S: Don’t forget the social share buttons on different content blocks.
The sales peak season is nearly here. Hope you’re ready with your digital weapons to target and convert recipients into buying customers.
Till next time, stay tuned.
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Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Based in Hong Kong with a diverse marketing and management experience in Asia, Ohad has managed a number of accomplishments in his fledging career. Highlights include creating the patent registered luxury brand Swana. He speaks four languages and is well versed in the interwining his Western management philosophies into the Asian business model. His experience is complemented with establishing core digital strategies with expertise in e-commerce and email marketing. A regular speaker in the industry events. Armed with a B.A. and M.B.A., he now heads the Asian-Pacific operations of emarsys LTD .
March 19, 2014