EMO (Email Marketing Optimization)
As I start this post I must confess my SEO knowledge is limited so if you see any gaping holes please point them out. Ok. For this example let’s consider a gourmet popcorn e-tailer called kukuruza.com. Here is the situation (all made up)– The key phrase gourmet chocolate popcorn is important for KuKuRuZa. It has a high conversion rate and isn’t part of their PPC. Googling gourmet chocolate popcorn lists kukuruza.com as the first result on page two. Problem is that while this phrase has has high click-to-conversion ratio majority of potential customers simply don’t look beyond page 1 on Google. Kukuruza has an email list of 12,000 customers. They brainstorm on ways to improve ranking for gourmet chocolate popcorn and agree to break the customer list into 3 buckets of 4,000 ids and send the email below to each bucket once a month over a three month period. The email:
From a marketing perspective this makes sense for the following reasons:
— This is a non-typical email so it will capture the attention of the recipient.
— There is a fun element to it (hunting for a discount).
— Time based limit creates sense of urgency.
— There is a clear 5% off benefit.
Here is the question- if 30% (i.e .3*12,00 = 3,600) of the recipients opened it and 15% (3,600*.15 = 540) participated would those 540 organic search queries improve kukuruza.com’s ranking for gourmet chocolate popcorn?