Email newsletters can aid SEO

21/08/2008

Email newsletters should be used alongside search engine optimisation to help companies achieve a strong return on investment, it has been claimed.

According to newsletter specialist Denise Cox, while search engine optimisation offers many benefits in terms of encouraging customers to visit a company's website, it does not provide tools for engagement.

This is where email newsletters come in handy, she said, writing for Netimperative.com, as they allow businesses to "continue the dialogue" with customers.

She cites the web usability expert Jakob Nielsen, who said email newsletters are "probably the single highest return on investment action you can take to improve your internet presence".

Offering tips to companies considering using email newsletters, she said keywords should be included in the title, headline and body of the newsletters and the subscribe box should also be easy to locate.

According to the 2008 Email Marketing Platforms Buyer's Guide from E-consultancy, spending on email marketing by UK companies will grow by 24 per cent this year.