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Using E-newsletters to create leads and improve SEO

When used wisely, e-newsletters can be a great marketing tool for small businesses. They are relatively inexpensive (many are free with certain conditions), can be integrated into your website and allow you to target your audience directly.

They also help with your Search Engine Optimisation and can be great for tracking what works and what doesn’t.

But there are some rules that need to be followed and some tricks of the trade that will help your e-mail campaign

1/ Don’t spam: This is by far the most important thing to remember. You need to gain the trust of your audience or they will not read your material and you will become the boy who cried wolf when you do have something to say. Also, make sure you have a document privacy policy, which states you will not share email addresses, and include an explicit opt-in and unsubscribe service (and when someone unsubscribes, make sure their email is deleted immediately).

2/ No hard sell: Again, people are turned off by this. Instead, include useful advice and information, which will set you up as a subject matter expert and give your readers a reason to click or your website link, or make a phone call when they do need what you are selling. Even better, if you make a name for yourself as an authoritative source, chances are other websites will link to your newsletter – improving your search engine rankings.

3/ Make it pretty: Yes, content is the most important thing in an e-newsletter, but it also pays to have a great-looking newsletter which is user-friendly and shows you are serious about what you do. Include photos, hyperlinks, dot points and more.

4/ Segment your audience: Most e-newsletters allow you to do “lists” of subscribers, which is a great way to send targeted information. So, for example, if you are a retailer, you can segment your list into suppliers and customers, ensuring that the right ears hear the right message. Even better, you can offer a product-specific newsletter to subscribers who have shown a keen interest in the item.

5/ Keep their attention: Use the measuring tools on offer to measure open rates, purchase transactions and content popularity. That way, you will know what your readers want from you. Also, why not invite email questions that you can then use as a starting point for the next edition – and give props to the person who asked the question. You can even set up surveys and report on the results.

6/ Optimise content: Finally, make sure the content of your newsletter uses the keywords that you (or your internet marketer) should have already identified for your website. Make sure the subject and heading are particularly keyword-rich and add a copy of the newsletter to your website for a double whammy.

Direct Sites Online can help you set up your newsletter, optimise it for search engines and develop your content. We also offer our award winning DSO Mail Manager online software, a powerful communication tool that allows you to send attractive and personalised email surveys, newsletters, brochures, announcements and invitations to your customers.

So if you want to drive more traffic to your website, contact us now on


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